- SaaS industry
- Marketing team
- Needs new leads
Checked everything off of the list yet? Then this post is for you.
Marketing your B2B SaaS product/service is all about reaching the right people and converting them. So if you’ve been struggling to do that, you need to reevaluate your marketing plan.
Take a look at these stats to see how the game’s changed: 👇👇👇
- By 2025, the U.S. Department of Labor expects 74 million millennials to make up the country's workforce.
- 73% of buyers in B2B are now millennials
- 70% of B2B buyers watch videos before they decide to buy.
- LinkedIn replaced face-to-face events almost completely in 2020
- Podcast advertising sales in 2020 increased to $842 million from $708 million.
So if you're looking for a way to boost your business and get more leads, consider these when using B2B SaaS marketing techniques.
What is B2B SaaS marketing?
B2B (business-to-business) SaaS marketing is the promotion of your products or services to other businesses. It’s a targeted approach where you identify a company’s problem and offer a solution using your product.
Most SaaS in the B2B realm tends to employ ABM (Account-based marketing). ABM is the type of marketing wherein you consolidate a few hyper-targeted accounts. These accounts contain the people who will use your service.
Now, the most distinctive aspect of B2B SaaS marketing is that it involves stakeholders. Unlike its counterpart, B2C (business-to-consumer) marketing, whose end audience is individual customers, B2B markets to a few individuals (stakeholders) who represent an organization.
In B2B SaaS marketing, your end customers choose to buy your products to solve a business problem, not to alleviate personal fears or desires.
3 B2B SaaS marketing essentials
So if you're going to reevaluate or start doing B2B SaaS marketing, prepare these first:
Dave Gerhardt talked about the relationship between strategy, positioning, and messaging. They are interconnected and will give you an edge on B2B SaaS marketing.
- Your strategy ― aka who you're going after
First, know your strategy. You’ll be able to tell when you know who you're targeting. So first, please know your audience.
The needs of a young mother are totally different from a young woman entrepreneur.
Let’s use DG’s example, "We’re going to be the leader for small eCom businesses."
So from that vision, your audience is small eCom businesses owners. Knowing them, it’s easier to define what problem your company aims to solve. Use that to discover your unique advantage, your wedge among the competition.
- Positioning or your plan to stand out
April Dunford calls this "context setting.” Meaning, it’s how you want your audience to think about your company.
So, as you become clear with your position or plan to stand out, you can create a content strategy that will revolve around it. To help you remember, think of it as the backbone of your marketing efforts.
Everything depends on your brand’s position.
- Messaging aka “the daily hustle”
They’re the words that speak for you. The messages that you want whoever visits your site to take away.
- What does your homepage headline say?
- What do your social ads say?
- What do your emails explain?
Your entire content should be based on your position, right?. And your everyday copy framework should support it.
So, how are these 3 — strategy, positioning, messaging — connected?
Impactful messaging (copy) only happens when you have a clear company positioning. And your positioning is anchored on a clear strategy.
Now that you have these 3 are prepared, let’s use them for different marketing channels.
B2B lead generation tactics
Here are some lead generation tactics to grow your lead base:
1. LinkedIn lead gen
According to Hubspot, LinkedIn generates 277% more leads than Facebook and Twitter. Figures that support the platform being known as a “professional social networking site.”
So why not use it to generate leads? Here are a few tips:
- Create a profile for you that summarizes your company's role and expertise.
- Personalize your outreach with a human touch.
- Get more visibility for your profile by regularly posting comments, liking posts, and sharing content.
2. Gated Content
Take this fact: the amount of gated content in B2B marketing assets is estimated to be as high as 80%. It's content that you need to sign up for to get access to. Use gated content so you can have names, email addresses, titles, and other contact information.
3. Cold email
Using email to reach out to someone who doesn't know you yet is called cold emailing. In emails like these, the point is to build a relationship with your prospect (future customers). And, if done right, help them move up the sales funnel.
4. B2B social marketing
Another great piece of advice from Dave Gerhardt:
“Don't get tricked into thinking you have to be "cute" to be good at social media for B2B.”
When promoting your brand through Social Media, the best opportunity is to establish yourself as an expert. Let your social media presence reflect that you and your company are in the know.
Post valuable content that your viewers will find interesting and relevant to what you can do and gives them a way to get in touch with you (call-to-action).
5. Lead Magnet
Offer a piece of content in exchange for their email address.
A usual “trick” of content marketing is posting a high-quality downloadable document that people can get in exchange for their contact information.
B2B SaaS marketing: 5 ways to get leads
Some businesses feel lost when it comes to marketing their B2B SaaS company. No problem, we get it. But, nevertheless, you need to reach the right people so you gain enough leads.
That’s why we created this post to help you get started and give you marketing tactics to help generate leads.
But if you don't have time to do it yourself, we’re here to help.
If you're looking to outsource your digital marketing tasks. We'd be more than happy to chat with you about our B2B SaaS marketing services.
Book a call with us today and let's start talking about how we can take your business to the next level!