Marketing Strategy

B2B SaaS Inbound Marketing

Business-to-business software-as-a-service (B2B SaaS) enables companies and startups to access the required enterprise software without increasing upfront and recurring costs. Businesses across sectors opt for B2B SaaS applications to leverage benefits like customization, scalability, security, and upgrades.

However, the involvement of multiple decision-makers makes B2B SaaS sales cycles longer than the B2C SaaS sales cycles. While strategizing how to market SaaS software, B2B SaaS companies focus extensively on shortening the sales cycles. In addition to addressing buyer interests and concerns, they personalize communication and maintain regular follow-ups.

Inbound marketing methodology helps them market and sell B2B SaaS applications using various digital marketing channels. At the same time, marketing automation tools help them deliver personalized content and messages to B2B leads at different stages in the buyer’s journey. However, organizations generate, nurture, and convert leads using various B2B SaaS inbound marketing strategies.

7 Inbound Marketing Tactics and Techniques in B2B SaaS Marketing

1. Buying Experience Optimization

The buying decisions of B2B customers are primarily driven by customer experience. Managers consider and improve customer experiences by creating buyer personas. Buyer personas help managers identify and understand ideal corporate customers based on their needs, objectives, motivations, and pain points.

At the same time, marketers can use data-driven buyer personas to understand buyer behavior based on his current stage – awareness, consideration, decision, retention, and advocacy – in the B2B buying journey. The understanding helps them personalize and boost buying experiences using paid and organic inbound marketing channels and tactics.

2. Website Optimization

No B2B SaaS company can generate, engage, and convert leads without optimizing its website’s user experience (UX). In addition to reducing the website’s loading speed to less than 2 seconds, they must ensure that customers can access the website seamlessly using computers and mobile devices. At the same time, strategists need to ensure that the website is informative, intuitive, and aesthetic.

In addition, they must tailor the website content according to the B2B buyer persona. The content will make the website effective in addressing leads’ needs, expectations, and pain points. Also, decision-makers should encourage website visitors to subscribe to whitepapers and newsletters. However, they should audit and update website content regularly by monitoring key B2B SaaS metrics.

3. Content Marketing

Content marketing helps B2B SaaS companies engage and influence leads at various stages in the buying journey. Companies shape the purchase decisions of leads by delivering relevant and valuable content throughout the buying journey. Companies make B2B SaaS inbound marketing successful by creating, distributing, and optimizing content in various forms – blog posts, pillar pages, whitepapers, user guides, videos, podcasts, infographics, case studies, eBooks, reports, and templates.

Strategists make content marketing campaigns successful by integrating top, middle-, and bottom-of-funnel content. At the same time, they gain credibility and trust by complementing the brand-generated content with customer-generated content like reviews and testimonials. They further use the multiformat content as a tool to drive inbound marketing campaigns like search engine optimization (SEO) and social media promotion.

4. Blogs and Guest Blogs

As highlighted by several studies, internet users consider blogs as one of the most trustworthy sources of online information. Most decision-makers read blogs to understand and compare SaaS solutions. In addition to educating and engaging the B2B leads, blogs help B2B SaaS companies establish thought leadership. Blogs create opportunities for them to highlight the features and advantages of a SaaS application.

Brands address the needs, objectives, and concerns of the target audience by publishing informative blogs. Also, they accelerate lead generation by publishing informative and insightful blogs regularly. At the same time, B2B SaaS companies enhance customer reach and build authority by publishing guest blogs on relevant websites. Along with improving brand awareness and visibility, guest blogging helps B2B SaaS brands attract and convert leads by improving brand reputation and credibility.

5. Search Engine Optimization (SEO)

SEO helps companies increase website traffic and generate leads by improving the SaaS website’s search engine visibility and performance. Strategists divert searchers to the SaaS website regularly by implementing on-page, off-page, and technical SEO tactics. Technical SEO tactics enable search engines to crawl, understand, and index web pages seamlessly by improving the website’s technical aspects and resolving technical issues.

At the same time, on-page or onsite SEO tactics boost the website’s search performance by optimizing its structure, content, and other elements. Off-page or offsite SEO tactics enhance the website’s online reputation by building authority and credibility. B2B SaaS companies implement SEO as a long-term inbound marketing strategy. They further increase the website’s search engine visibility by tracking and measuring important SEO metrics.

6. Pay Per Click (PPC) Advertising

Unlike organic inbound marketing tactics, PPC advertising helps B2B SaaS companies accelerate brand awareness, generate leads, and drive sales conversions. Also, the measurable nature of PPC ads makes it easier for companies to get desired results by making real-time changes. While considering paid advertising, B2B SaaS companies leverage PPC advertising options from leading search engines and popular social networks.

Likewise, they target a specific segment of customers by tailoring PPC ads based on their demographics, behavior, and interests. At the same time, retargeting options enable them to SaaS promote products or services showing ads to leads who have visited the website previously. Retargeted ads influence their purchase decisions by reminding them about the product/service/brand at the consideration and decision stages in the B2B buying journey.

7. Email Marketing

As a tried-and-trusted inbound marketing strategy, email marketing helps B2B SaaS companies generate revenue consistently. In addition to driving lead generation, nurturing, and conversion, well-crafted email marketing strategies help B2B SaaS companies reduce subscriber churn. Companies engage and influence B2B leads across the buying journey by sending personalized email messages. Also, marketing automation tools help them achieve the highest engagement by sending emails to B2B leads at the right time and date.

However, marketers increase email open rates by adopting several best practices. For instance, they conduct A/B testing to ensure that the email header and subject line look compelling. In addition to personalizing the email, they tailor its content and messaging according to the needs of each B2B lead. At the same time, they persuade recipients to take the desired action by including a compelling and powerful call-to-action (CTA).

Conclusion

While discussing B2B SaaS inbound marketing methodology, we must remember that leading brands still use outbound marketing strategies successfully. B2B SaaS outbound marketing tactics accelerate the sales cycles by focusing on specific buyer profiles. Hence, companies integrate B2B inbound and outbound marketing tactics based on important factors like market size, deal size, brand alignment, and marketing budget.

Abhijit Panda

A Fun Loving Techie. Marketer by Profession. Passionate about Everything Digital.

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