The Ultimate Guide To Getting The Most Out Of Your SaaS B2B Marketing In 2024
The new year has opened its doors to fresh opportunities for your SaaS B2B marketing. Leaving a generally difficult year behind, 2024 promises a more profitable future for your marketing campaigns.
To help you kick off the year properly, we have created this SaaS-tailored marketing guide, which can funnel your campaigns this year. Specifically, this guide focuses on:
- Establishing your SaaS company offers in the market
- Setting specific goals and reaching them
- Budgeting your marketing plan appropriately
- Finding the right audience for your services
- Making your SaaS company stand out from the competition
Before we move on to the guide, it is important to set the right mindset. On that note, always remember: your audience is out there actively searching for your services, so help them.
Now that we have settled the basics, let’s unravel the ultimate guide for SaaS B2B marketing success.
The Ultimate SaaS B2B Marketing Guide For 2024
Having laid the foundations, we can proceed to unlock the guide step by step. Breaking it down, we can spot three different phases, which are the following:
- Research phase – The pre-marketing phase in which you define goals, target group, and offers.
- Non-paid marketing phase – This includes utilizing all free marketing initiatives out there.
- Paid marketing phase – As the name indicates, here we present all the paid marketing campaigns.
The reason behind breaking down the guide in these phases is to align it with the timeline of a strategic marketing plan fit for a SaaS company. Now, pack your bags and let’s board the train to your marketing success.
1. Establish Your Goals And Target Group
The initial step in every marketing plan always involves extensive research. It is clear that the more decisive information you gather beforehand, the better risk management you will achieve along the process.
In a nutshell, the data you need to gather in this first step should answer the following questions:
- What do you offer?
- Who are you addressing?
- What do you want to accomplish?
The first question requires internal research. More like knowing your own service and potential. By understanding completely what you are offering, you can craft the right message that highlights the strengths of your service and its unique selling proposition (USP).
Then, you have to take into consideration the market you are addressing. In this part of your research, the safest way to gather valuable information is by simply asking. This, of course, can take the form of questionnaires, Q&As, social media engagement posts, and much more, depending on your industry. You can utilize this valuable information by creating the appropriate buyer personas. A well-defined buyer persona can assist you in tailoring your message successfully and boosting your Return On Investment (ROI).
Lastly, you should consider why you are doing this campaign. In SaaS B2B marketing, it is vital to set specific SMART goals to accomplish. The simpler and clearer the goal, the easier it will be to measure your performance.
2. Define Your SaaS B2B Offer
We already scratched the surface of understanding internally what your company offers. Now it is time to express it to the market.
Ask yourself the following questions:
- What does your service offer?
- What problems does it promise to solve?
- How does your service add value to the industry?
- What is your eLearning business USP?
- Is the market educated enough for your service?
Digging deep into your company and the market is but the first step. Let’s focus on the service itself. You have to consider it as a living entity surviving in its environment. To clarify, utilize the user personas you previously identified and spot the issues they are facing. Your offer should address these issues and also elevate the whole industry with it. The more value you add to the industry, the more revenue you will generate in the long run.
Steering into your SaaS B2B marketing strategy, you should consider your service as the backbone of your campaigns. In each marketing initiative, highlight the strength of your service, a problem that only this service can solve, and educate your potential customers about this issue.
You should also consider aspects such as User Experience (UX), scalability, and integration capabilities to ensure that your SaaS solution stands out in the competitive landscape.
4. Make A Clear Conversion Plan
Research is done. Let’s get into practice with a solid conversion plan. In a nutshell, your conversion strategy should be simplified, concise, and precise. It should map the journey of your potential customers in your marketing funnels, eventually leading to conversion.
To ensure a safe and satisfying conversion journey for your customer, you can implement the following.
A well-designed and navigating website
We cannot stress enough the importance of a well-crafted website in your SaaS B2B marketing plan. Your website should include valuable information in the right spots, have clear CTAs leading to conversion, and always provide a clear exit to the customers. In general, you want your potential customers to enjoy their visit on your website and willingly explore your offers.
Several technical aspects of your website can provide this satisfaction. Loading speed is one of them. You want your website to be fast as much as your customers. To ensure that the technical aspects of your website are performing well, you can explore the possibility of conducting an in-depth technical SEO audit.
Gated assets can help you know your customers better. This is a trust exchange, after all. You provide them with valuable content in exchange for information. A popular type of gated asset is eBooks since they include a good amount of information and are educational and fruitful.
Align your marketing strategy with the conversion plan
Imagine yourself fishing on the shore. For some reason, you want to bring fish from the sea to a small pond next to you. Your marketing strategy will bring the fish over from the endless sea, but your conversion plan will ensure they survive in your pond.
That is why it is important for both of them to be aligned. More often than not, conversion plans start during the marketing initiative (e.g., buying services through social media).
Build your marketing funnel, add the marketing channels needed, and create a clear conversion path for your audience.
Need extra tips to improve your conversions? Check these out:
What Is Conversion Rate Optimization? A Beginner’s Guide For eLearning Companies
Low Sign Ups? Here’s How To Increase LMS Website Conversions In 6 Easy Steps
An Offer They Can’t Refuse: 5 Cost-Effective Incentives To Increase LMS Lead Conversion Rates
The Road To Conversion: How To Show Off Your eLearning Business USP And Stand Out
4 Killer Hacks Any eLearning Marketer Can Use To Improve Banner Ads Click-Through Rate
4. Focus On SEO
We can safely say that SEO is the most profitable non-paying marketing strategy for SaaS companies. That is why every competitor focuses on performing well in rankings. There are many low-hanging fruits for every SaaS company to grasp. Let’s take a look at the most common SEO practices to include in your SaaS B2B marketing plan.
There are people all over the world who might search for your solutions online. If you want to reach them, you should “hear” what they type and be present with your offer. That is why keyword optimization is vital for your SaaS business. By optimizing your marketing initiatives for specific valuable industry-related keywords, you can increase your chances of boosting your brand awareness and generate leads.
To successfully optimize for the right keywords, you need to perform extensive keyword research. This research should be based on your services, the competition, and the target group. If you are just getting started in SEO, it would be wise to look for low-hanging fruit like long-tail keywords. This way, you can start ranking easier and scale in the process.
After finding the appropriate keywords, make a list and proceed to content generation. In simple words, create a blog and fill it with content on a regular basis. In this way, you will create engagement, help your brand awareness, and build trust with your audience.
You might want to consider creating informative and shareable content. Such content is really useful because it contains valuable keywords that can help you rank and generate organic traffic. You can generate multiple content marketing ideas with the keyword list you have in your barracks.
Still don’t know which topics to touch? An SEO competitor analysis can help you identify who managed to rank higher on Google. Also, it’ll help you unravel your target keywords so you can replicate winning strategies or find new opportunities that your competitors don’t have a clue about!
Yes, content is king, but it is not enough. There is SEO juice being transferred from site to site with links, and you do not want to miss out. That is where link building comes into play.
In a nutshell, link building is the process of building different types of links internally or externally. Internally is when you create links between your pages on a website. On the other hand, external links are the ones connecting your website with other websites. Again, you should focus on the keyword list you created. The higher the quality of links you acquire, the higher the rankings you will get on specific keywords.
5. Be Active On The Right Social Media
Another channel you should not disregard is social media. In general, social media marketing is extremely important when it comes to keeping your customer base engaged. It can help you build trusting relationships with your partners and extend your B2B campaigns.
However, time and effort are money in business terms. That is why you should consider focusing only on social media that are relevant to your business. Find the right social media channel and be active on it.
For example, learning how to use LinkedIn Groups can be fruitful.
6. Educate With Evergreen Content
We briefly referred to content marketing above, mentioning informative content. Here, we focus on the importance of evergreen content in your blog. A solid, search-engine-optimized, evergreen content strategy can assist your SaaS B2B business marketing plan with the following merits:
- Ranks for important keywords
- Does not lose its value over time
- Is shareable on social media
- Educates your potential B2B partnerships
Implementing top-of-the-funnel evergreen content in your blog is key to unlocking growth in the long run. Therefore, look for important topics in your industry and begin your thought leadership initiatives with evergreen content.
7. Leverage PPC
Needless to say, non-paid marketing is not the only solution out there. In business, you have to invest in order to gain revenue. That is why including paid marketing is equally important for your SaaS B2B marketing plan.
When it comes to SaaS businesses, PPC campaigns prove to be profitable. There are thousands of directories out there that include companies and services like yours. These directories already rank for important keywords and generate the organic traffic you are looking for.
The advantages of PPC marketing are the following:
- High ROI
- Industry-specific traffic
- High-quality leads
Look online for directories that suit your needs. Find the right one for your business and claim your listing. Here, you can check out some relevant software directories.
In the beginning, building a SaaS B2B marketing plan may seem like a daunting task. However, going through the process, you will realize that it is achievable. Either way, you need one if you want to stand out and succeed.
Hopefully, this guide will help you put your company on the right track to generating leads and increasing your revenue. Never forget that there is fierce competition out there focusing on the market you do, so the earlier you craft your solid SaaS B2B marketing plan, the more profitable it will be!