Consider this: nearly 400 new Software as a Service (SaaS) companies were founded from 2021 to 2022. Competition is growing, and your SaaS marketing needs to be able to set you apart. On top of a saturated market, choosing the right SaaS marketing strategy can be more challenging than in other, more traditional industries.
So what is a SaaS marketing strategy? It’s the actions that a SaaS company can take to achieve their business goals, such as:
To inform your marketing strategy, it’s important to make your goals as specific as possible. For example, you may want to double the amount of email newsletter subscribers in the next six months. With a finish line drawn, you can find the right combination of tactics to cross it.
The purpose of this article is to help your business attract new customers and retain current ones with a marketing strategy that addresses the unique challenges of the SaaS industry. Let’s dive in.
Business-to-business (B2B) SaaS marketing is the process of selling to businesses and retaining them as customers. For SaaS companies, there are some key differences between B2B and business-to-customer (B2C) marketing, such as:
Marketing in the SaaS industry comes with a unique set of challenges. The key differences that SaaS marketers face include—but certainly aren’t limited to—the following:
Because of these challenges, SaaS marketers should place emphasis on educational content. By focusing on education, you can clearly demonstrate the value of your service. This approach also gives you the opportunity to teach people how to get that value from your software and encourage them to upgrade their contract to take advantage of more advanced features.
In order to attract customers to your service, your B2B SaaS marketing strategy needs to:
A SaaS marketing strategy example that checks all three of these boxes is Pillar-Based Marketing (PBM). PBM helps your web page reach the peak of search engine results pages (SERPs) by giving readers exactly what they’re searching for—the solutions to their problems. PBM is a unique strategy because it connects networks of your content through related topics and linking strategies. In other words, the more content you create, the better your existing content will perform.
And, as the source of this helpful content, your brand will be associated with the answer to the problems you solve. When readers are ready for a solution, they’ll come to you first.
Developing a marketing plan for your SaaS company can be filled with uncertainty, and once you start executing, you’re likely to face roadblock after roadblock. And then, do you know if your efforts even paid off? With DemandJump, you can streamline your marketing strategy from planning through execution and analysis. As the first and only Pillar-Based Marketing platform, you can use DemandJump to:
Ready for your solution to hit page one? Then it’s time to get started with Pillar-Based Marketing.