With this post, you will have a good understanding of what SaaS marketing is. How different is SaaS marketing from general marketing? 

The acronym stands for Software as a Service, which is a cloud-based service. Such a service does not require the installation of hardware or apps that need storage space to function. Further, it demands superior digital marketing strategies. 

Marketing a SaaS product is different from traditional marketing. It involves selling something that is not physically present, and, also, it is not for a one-time purchase. 

Because SaaS is still a niche industry, it requires a super-targeted market. Thus, when crafting a marketing strategy for SaaS, you need to think that it is not for localized targeting. It is about community-based targeting. 

In other words, with Saas marketing, you need to make meaningful connections. It is the principal strategy for making SaaS sales and conversions and gaining valuable leads. 

A Tough Job to Do

It is tough to be a Saas marketer. Many SaaS software products flood the market every day. Also, you must show your subscribers that subscribing to your software is worth their money in a competitive field.

In addition, the very nature of SaaS products is that such software needs constant modifications. When there is an update on the product roadmap, the marketing roadmap needs updating, too. 

Another grim reality that SaaS marketers face is it is not that easy to give away free stuff from their business. If you are a marketer of physical merchandise, you can offer a few free samples, but you cannot give away a ton of that stuff. 

With SaaS, it is impossible to give away a few samples. You need to offer the entire software/product on a giveaway promotion for your customer to test its functionality and suitability for their operations. 

But do not fret about it because that is what SaaS marketers should do. Such a SaaS marketing strategy is a widely accepted strategy for acquiring SaaS customers and onboarding them. 

Again, this type of marketing is not for the faint of heart. SaaS marketers sell something with no physical presence, and the products are constantly changing. 

Moreover, they market products that only around 20 B2B firms can be interested in. There is lots and lots of competition in the SaaS market as well. 

B2B SaaS Marketing Strategies

Use best effort and strategies when marketing SaaS products. Some examples of tactics are below: 

• Establish credibility and authority – To do this, you need to get featured on review sites and increase your online presence. 
• Participate in Facebook groups – You would want to build social media groups to facilitate online discussions within your field. Generate leads through social media.
• Treat customer service as the most vital component of your business.
• Nurture your leads, rather than just generating them. 
• Stay up to date about industry trends. Industry trends guide how you should go about your marketing strategies. 
• Offer free trials. A month’s free trial would be enough for a business to know if your software is suitable for their operations. 
• Send highly personalized emails. This strategy will not be so difficult to do because you are only targeting not so many businesses. 
• Find influencers that can spread the word. 
• Ask existing customers for their feedback targeted for making improvements in the subsequent product update. 

With Saas marketing, the goal is to convert your visitors once they access your website or blog. An effective tactic for that is to offer a lead magnet. Anything of value to your target audience is a lead magnet for them. 

Something quick to digest can be a lead magnet. If you have something that solves your customers’ problem, use that as your lead magnet. If you have something of high value that you can deliver right away, it can serve as your lead magnet as well. 

After your target audience becomes subscribers, you should craft for them an evergreen nurturing campaign. Try your very best to convert them into trial users and, ultimately, into paying customers. 

Advantages of Marketing SaaS Products

SaaS marketing has a higher potential for earnings compared to other marketing types because of the following: 

Freemium model

The ability to offer an entire product for a giveaway has an advantage. If you are a startup, this is one way to acquire customers. Think of Grammarly that offers a free version of their services. Salesforce offers a 30-day free trial. 

In return, you ask your customers for their business names, names, and business emails. That is a fair deal! Even if they do not purchase after the free trial, you can, at least, ask for feedback, which opens a line of communication between you and an opportunity for conversion in the future.

Sales Cycle

Imagine closing a deal in as little as 30 minutes! That is possible with B2B software marketing. The sales cycle for SaaS marketing is short. Sometimes, you can close a deal in only 10 minutes. 

Customers only have to read FAQs and reviews about SaaS. Then they go ahead and buy. That is a sales process that is extremely quick. 

Long-Term Customer Relationship

Think of the Pareto Principle. It says that 80% of new customers of a business come from 20% of their current customers. Nowhere is this more applicable than to the SaaS industry. 

Once you acquire a new paying customer, the sale does not stop there. It is the beginning of a relationship that can last for as long as they run their business. Existing customers will continue to renew their subscriptions each month as long as they are happy with your product. 

Use strategies to keep them doing business with you. Offer special promotions to keep them happy. Happy customers tend to promote businesses that are useful to them. 

Make use of your happy customers to continue to grow your business. For instance, implement a referral program or take advantage of word of mouth. When they promote you to their friends and colleagues, it can be powerful for your business growth.