Actions to consider for SaaS B2B marketing
For years I’ve been part of the target audience for marketing software solutions of all kinds. Some of them did it really well with their marketing, like MoZ for example. So I ended up buying their tools because I really trusted the expertise of the people behind them.
How can you get the trust of your potential customers? Truly making an effort to help them and showing your expertise, instead of just blasting your product around. I believe inbound marketing is the key to success and these are some ideas to make it happen, coming from a mainly B2C marketeer like me 😉
1. Embrace content marketing
Nowadays having a strong content strategy helps B2B marketing, while sometimes is not so easy to produce content regularly. A good idea is to work on a content pillar, long-form content that can be broken down into small pieces and different formats to be shared over time. A classic content pillar could be an in-depth property market report, a buy/sell/rent guide, or an e-book.
2. Leverage Linkedin advertising
It’s expensive, but it works. Probably there is no better way to target professionals by industry and position. And they are catching up with Google and Facebook in terms of advertising features: Retargeting, contact form ads, and lookalike audiences are finally available, all three good options for lead generation.
3. Make use of marketing automation
The so-called marketing on auto-pilot, it’s about building the journey and creating automated flows to make your leads convert, mainly through email marketing based on user interactions. You need to think of your conversion funnel, and the different paths to reach the bottom and then execute the strategy with a tool like Active Campaign, Infusion Soft, or Hubspot.
4. OrganiZe webinars and workshops regularly
No better way to get closer to your potential customers, to let them see your face and share your expertise in person. Please think of how can you help them be more successful in their job and prepare a session around that. Offer them for free but of course, don’t forget to collect the contact information 😉
5. Create an ambassador program
Building a referral program for industry experts, and professional influencers in your industry can spread your message. You can give them free access to your tool, advance access to beta features, or directly a commission per purchase. This can really help word of mouth besides getting high-quality leads.
6. Don’t target only decision-makers
Target also everyone around them who potentially can influence the decision. And definitely target those who are going to use your product, even though they might not be the ones choosing to use it. The clearest example is targeting real estate agents if you are marketing a real estate CRM.
7. Advertise how you solve the usual pain points
Research competitors, conduct surveys, and talk with people in the industry to identify the main pain points that users face. Then ensure your software solves them properly and advertise how you do it. Working on animated educational videos can really help.