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Take some marketing advice that can help your B2B SaaS company succeed.
4 min read
Sales & Marketing head at Scalestack
The mistakes that are made in marketing strategies are usually more common than you think they are. Especially when we are talking about B2B SaaS businesses, this thing goes deeper and the strategy you use is more relevant than in other areas. You can pay for the mistakes you make very expensive, and you should do your utmost to avoid them.
Promoting your B2B SaaS company is quite challenging in today's utterly competitive environment. There are a lot of things to consider throughout the process, and it can be overwhelming to plan every little detail, from creating the website or designing the landing pages to carrying out an efficient email campaign or perfecting the funnel.
Unfortunately, there are no universal marketing strategies for B2B SaaS products. A plan that works perfectly for one company can provoke disasters in others. It is a matter of trying and seeing what type of strategy fits in best with your organization and service. What works for someone else could not work for you, and what worked for you a few months ago might stop working in the near future. Nevertheless, there are some mistakes that most businesses tend to commit. These are really avoidable, and this blog will discuss the most popular marketing mistakes that you do not need to make.
B2B SaaS service consists of cloud-based software distribution, principally. The main function of the companies that provide these services is to sell software that works effectively as a solution that will probably be able to help several other companies with their tasks.
Instead of selling the access physically (installing a program on a computer), SaaS provides access remotely via the Internet. In consequence, companies that operate in this business model need to keep servers and databases constantly updated so that their buyers can access software that will keep giving the results that they bought some time ago.
In order to recognize the mistakes, it is important to have a thorough knowledge of the process. Identifying the differences between B2B and B2C marketing plans is a solid first step to do so.
Here are some of the common traits of all B2B SaaS marketing cycles.
Although B2B SaaS impulse purchases can happen, they are not that common. That is probably because the process of choosing the right fit for a specific company is complex and complicated, as well as expensive in the majority of cases.
Most of the B2B SaaS customers also require more personal nurturing from sales reps throughout the sales cycle than other types of clients, so you should take that into account when approaching them.
The process of choosing the right solution and integrating it into your business tends to be really time-consuming and complex. That is to be considered in sales because once a B2B SaaS client goes for one software, they tend to stick with it for a long time as long as it is useful to them. They will not be on a constant lookout for a better deal, and they are not likely to evaluate more than one option at a time, either. It is a fact that B2B SaaS clients usually stick around, so closing one of them is very good news, always, and that is why closing them is also a tough process.
B2B customers, especially the ones looking for SaaS services or products, take longer to get to the bottom of the sales funnel than a B2C consumer or a client that is buying another type of service.
They tend to do more research throughout the process so they are able to have profound knowledge and evaluate their options having all the information. This overall journey that they do also take more steps and includes more one-to-one involvement with sales reps. B2B SaaS marketing tactics must take all these factors into consideration.
This is directed especially to the ones who are still in the early stages of your B2B SaaS business because it is easy to get caught up in trying to be everything to everyone. It will always be mentally challenging for a startup founder or marketing rep to exclude groups from your target market since your product is new, and you want everyone to take a look at it because you are afraid that you will miss a good opportunity if you leave out potential buyers.
Nevertheless, if you try to be everywhere and promote in every area, you are likely to end up selling nothing to no one. That is because you have not narrowed down your niche in accordance with your service or product. Given that you possess limited resources and time, it is strongly advisable to focus on a single target market at the beginning. Once you have accomplished that, you can start thinking about landing and expanding from where you are.
2. Failing at measuring
It is usually ignored how easy it is to get lost in the day-to-day and forget to measure your results. The thing about it is that you will not be able to improve if you do not know what to improve.
When it comes to measuring results, you should avoid this at all costs. You cannot get by if you do not set up some metrics and track them over time. Once you have defined them, procure that the ones you chose are working for you. For instance, metrics like followers, likes, and shares will provide you with some insights on brand awareness, but they probably will not be as resourceful at the end of the day when you are trying to build a stronger funnel or increment leads. So choose them wisely and see if they work for you.
It is recommendable that you take note of this advice if you feel like your B2B SaaS marketing strategy could use some fixing or improvement. These things have the power to optimize or correct your processes, so choose which fits best for you and apply them.