August 30, 2022

Your Guide to Creating a B2B SaaS Marketing Plan

Mandy Leavell
Director of Marketing

Your Guide to Creating a B2B SaaS Marketing Plan

Software as a Service (SaaS) continues to grow in popularity as a software solution for companies worldwide. This kind of software streamlines business processes, simplifies communication methods, and allows easy payments. SaaS providers can create products for other businesses (B2B) or market consumers (B2C).

B2B service providers promote software and automated technology for other businesses. As the SaaS market increases in popularity, B2B service providers need to create innovative marketing strategies to set themselves apart from competitors. Effective B2B SaaS marketing relies on a thorough marketing plan to attract and retain clients.

Read on for a business-to-business SaaS marketing roadmap.

Steps for Creating a Marketing Plan for a SaaS Company

The SaaS market is growing rapidly, with an estimated worth of over $200 billion by 2023. In response, many SaaS companies are enhancing or replacing their marketing strategies. Organizations need a plan that meets consumer demands and sticks out among the many competitors in the field.

A B2B SaaS marketing plan must address other company needs. To attract and retain clients, you need to develop an innovative plan that appeals to business interests and sales patterns. The business will use the software and applications to improve company efficiency rather than for personal use.

If you want to upgrade a current marketing strategy or are wondering how to market B2B SaaS, here are some steps for creating a SaaS B2B marketing strategy.

1. Identify Your Customers

First, it's important to identify your ideal customer base before developing a plan. Understanding your customers' mindset can help you meet their needs more directly. Due to the growth of SaaS, companies of all industries are now seeking services.

There's usually no one-size-fits-all solution for SaaS, so B2B providers often find more success by marketing toward more specific buyer personas. In other words, instead of trying to appeal to every industry at once, try to focus on smaller segments. That way, you can use a more personalized approach.

A business's buyer journey starts with identifying an issue. Then, they seek solutions that will solve this problem. For example, a marketing company might realize they aren't generating enough leads, and then seek a software solution that can help. You should look for an industry that suits your software capabilities.

When considering your B2B SaaS buyer personas, ask yourself these questions:

  • What does an ideal customer or industry look like to me?
  • What needs or problems does this industry have?
  • What are the typical buying patterns of these companies?
  • What types of software do these companies use currently?

For example, you might decide to focus on promoting your SaaS only to retail companies. The retail industry might face issues with inventory management. You could promote specific aspects of your software that would assist with inventory, such as a system that could help with communication between supply chain vendors.

2. Use Digital Marketing Media

Once you have an industry in mind, you should start developing content that appeals to them. Content marketing allows you to reach a broad audience of potential customers. When you publish trustworthy and helpful media content, you can establish yourself as a trusted brand among your competitors. Then, you could see an increase in potential leads and conversion rates.

Digital marketing media methods could include:

  • Email marketing
  • Blog posts
  • Social media posts
  • Link building
  • Digital ads

You can publish this content on your website or social media platforms for SaaS B2B marketing. Center your media around your ideal customer's interests. For instance, many B2B companies use customer success stories on their web pages to build credibility.

Another idea is to list organizations that have used your SaaS platform. Businesses seek a software solution that works, so reading other experiences helps them convert to your product. You could also create long-form articles or blog posts about your SaaS platform to spread the word. Publishing high-quality articles show potential buyers you're trustworthy and knowledgeable.

It's often best to choose one or two types of digital media for B2B SaaS content marketing. You can focus more on specific efforts and allocate your budget to these instead of keeping up with too many methods. If you find the media isn't generating any leads, you can always adapt them to meet your goals.

3. Give Your Customers Tasks

Next, remember to place a clear call to action (CTA) on your website and social media channels. These remind customers of the necessary next steps and how to continue with your SaaS if they're interested. The best CTAs give customers a straightforward task to complete, such as:

  • Trying a free trial
  • Sending you a message
  • Joining an email list

Many SaaS companies use free trials to give customers an idea of their platforms. Once the customer gets a firsthand experience of the product, they're more likely to continue with it.

Making these tasks accessible and simple allows customers to get started easily. Try to feature a CTA and corresponding link on all relevant pages, so potential buyers have many opportunities. You can also add “deadlines” to your CTAs to make them seem more urgent and get more customers to sign up. For instance, you could say your free trial offer period is only a few weeks, so customers should sign up soon.

CTAs also allow you to access customer information like email or phone numbers. You can follow up with them after their initial requests and create more conversions.

4. Convert Customers With a Sales Process

This part involves the series of steps between a product trial and a complete customer commitment. Whether you offer a free or paid trial, you need to communicate with customers afterward. The right approach can convert potential leads into committed customers.

If you use free or low-priced trials, send customers regular reminders about moving forward with a paid subscription. Send emails and other messages with consistent updates. If you notice low conversion rates, you could offer reduced rates for another brief period. In addition, give clients opportunities to provide feedback on the services so far. You can use the feedback to adapt your plans.

During the trial period, communication is key. Follow up with customers and encourage them to ask questions about the platform. Presenting yourself as a trustworthy and dedicated service provider can lead to higher conversion rates.

5. Measure Results

After optimizing your digital content, customer tasks, and conversion process, it's time to measure results for your SaaS B2B plan. If your goal is to expand your customer base, you need to find a strategy that converts customers often. To create this plan, you need to monitor your results regularly and adapt as needed.

SaaS companies encounter a wide range of metrics daily. Choose simple metrics, such as the number of SaaS sign-ups for your free trial. A simple number lets you regularly check on your performance without additional analysis or calculations. That way, you can adapt your plan more quickly.

Once you select your metrics, monitor them for a set time. This could be anywhere from two weeks to an entire business quarter. It's often helpful to organize your results into graphs or charts. You can share your data with other officials and discuss areas for improvement.

6. Adapt Your Plan for Optimization

The last step in creating a B2B SaaS strategy is adjusting your plan. You can use performance results to identify weak areas in your strategy. You and your team can analyze what went well and what you should improve in the coming months. Then, adapt your plan as needed.

For example, you might notice a steady decline in free trials to paid subscription conversions. A decrease in interest shows that customers aren't satisfied enough with your SaaS to upgrade their subscriptions. You and your teammates should adjust your plan with a target of increasing subscriptions.

To craft the new plan, you could use customer feedback and implement new strategies. For instance, you could increase the trial period or offer reduced rates for considering customers.

As the SaaS field grows, it evolves to meet new customer demands. You should regularly update your plan to meet these needs.

B2B Saas Marketing vs. B2C SaaS Marketing

As you build your B2B SaaS marketing strategy, it's important to remember the difference between B2B and B2C marketing techniques. Because your target audience differs, so should your marketing campaigns.

The two types differ by:

  • Customer type: The two differ most directly by their respective customer type. While B2B SaaS companies offer services for other businesses, B2C companies appeal directly to consumers. Because of this, the customer bases vary by buying intent and available resources. Your SaaS platform's marketing strategy should focus on improving business efficiency or other company concerns, rather than on consumer buying patterns.
  • Social media use: Social media is crucial for communicating with clients. B2B and B2C companies should use the tools differently to appeal to their different audiences. For instance, B2B customers might use more business-oriented platforms, like LinkedIn, while B2C could use more individual platforms like Instagram.
  • Sales patterns: The two marketing types also differ in buying patterns. B2C consumers usually purchase products due to emotional decisions or for immediate use. B2B customers, on the other hand, look for long-term solutions to assist their companies. As a B2B SaaS company, your marketing plans appeal to a longer sale cycle.
  • Relationships with customers: The tactics you use to communicate with customers also differ. Direct consumers are often swayed by emotional storytelling rather than logic. For example, advertisements that depict people in a similar situation to theirs might convert them to buying. Instead, businesses make buying decisions on logical and objective reasoning. B2B and B2C create relationships with customers using these preferences.

Best Marketing Channels for B2B SaaS

B2B SaaS companies should also consider marketing channels to implement their plans. Marketing channels are tools that create connections between companies and potential consumers. B2B SaaS organizations should use marketing channels that appeal to businesses, such as:

  • Search engine optimization (SEO): SEO refers to the process of optimizing your page so it ranks higher in search engines. If your content ranks higher, it could increase the traffic to your website and create more leads. It gives you a direct way to spread awareness about your SaaS platform with more businesses and boost brand recognition. You can use various strategies to optimize your webpage, from incorporating keywords to investing in a new website design. It's often helpful to hire an SEO specialist to get started.
  • Digital content: Another excellent example of B2B SaaS marketing tactics is digital content creation. You can write long-form articles, create original videos to explain how your software works, or send monthly newsletters about new products. No matter what digital content you make, you can use it to reach more businesses and describe your SaaS.
  • Mobile apps: Offering mobile-friendly websites and starting your own mobile application can reach users at any time. Many people browse on their phones, so expanding to mobile offerings allows you to meet a wider audience base. Your mobile app could contain information about users' subscription data, updates, and more.
  • Email marketing: Email is a popular and consistent marketing channel for B2B companies. It provides a direct communication link between you and other businesses. You can follow up with potential leads, offer discounts on your software, or give updates on your software's progression. Emails allow you to create personalized messages and reminders that can lead to higher conversion rates. You can also use email as part of remarketing for B2B SaaS by consistently following up with leads.

Tactics for Attracting Qualified B2B SaaS Leads

You might have trouble attracting new leads for your B2B SaaS platform as you craft your marketing strategy. These are customers who have expressed interest in your services but haven't taken any further steps. It can be challenging to start the lead generation process, especially if you're a newer business.

B2B SaaS companies can use a variety of tactics to draw in new leads, including:

  1. Finding what platforms your customers use: One way to get more leads is by meeting potential customers where they already are. At this point, you've likely considered your target audience for your SaaS. Think about what applications or platforms they might already use, and establish yourself as a credible user. For instance, many B2B companies use LinkedIn to connect with other businesses and promote their services.
  2. Creating tailored and engaging content: As mentioned before, digital content creation is crucial for a successful marketing campaign. Whether you want to make blog posts, informative videos, or anything in between, make sure you post frequently. Use engaging techniques to attract potential buyers, like interesting graphics or exciting video transitions. The better content you create, the more leads you'll attract.
  3. Using automation tools: Next, try using automation tools on your website, like live chatbots. These tools can directly connect with potential buyers and respond to questions immediately. You can use the bots to direct customers to FAQ pages or your contact page. If potential leads get their questions answered, they might feel comfortable moving forward with your product. These bots show leads you care about their concerns outside business hours.
  4. Trying pop-ups: Pop-ups are an excellent technique for generating leads. You can program pop-ups to ask for contact information, allowing for easy lead creation. You could implement a pop-up that offers a discount on your product if the customer signs up for your mailing list with their email. Try to balance your use of pop-ups, though — too many will annoy customers and send them looking elsewhere.

B2B SaaS Marketing for Existing Clients

Once you expand your B2B SaaS customer base, retaining them is crucial. B2B SaaS marketing strategies continue after you've gained customers, so they stay engaged and interested in your SaaS platform. Maintaining your customer base is necessary for your company's success.

Here are some ways to ensure existing clients stay:

  • Onboarding: Make sure to offer a thorough and helpful installation process for new clients. Guide them through the implementation process and be ready to answer any questions. Many B2B businesses use “milestones” in their software to indicate when a client is making sufficient progress. The onboarding period is also crucial for creating a relationship, so strive for attentive interactions.
  • Frequent communication: Communicate with your clients regularly. Ask questions about their progress and offer assistance consistently. You could send weekly or monthly newsletters with infrastructure updates or contact information.

Get Started With KPI Sense Today

A thorough and innovative marketing strategy can expand a B2B SaaS company's customer base. Once your company continues to grow, it will become even more important to have clear, organized subscription data. At KPI Sense, we understand the necessity for constant data monitoring and analysis to derive insights from your customer data. Our SaaS data aggregation strategy can transform your data into actionable information.

We help you collect data and optimize it for your current campaign. With our innovative team and process, you can reduce errors and identify crucial trends in the SaaS field. In turn, you can improve your decision-making and widen your customer base.

To get started with KPI Sense, contact us today.

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