8 B2B SaaS Content Marketing Examples to Inspire Your Strategy (From Leading Brands)

Last updated on October 4th, 2024 at 12:17 am

Are you tired of creating content for your B2B SaaS business that fails to convert?

Wondering how some SaaS companies seem to effortlessly attract leads while you’re stuck wondering what went wrong?

If you’re searching for examples of B2B SaaS content marketing that actually works, you’re one of many.

According to a Content Marketing Institute report, only 42% of B2B marketers feel their content marketing strategy are effective, leaving a huge gap between strategy and success. (Source)

That’s a big issue when content marketing can be a game-changer in your SaaS growth.

But do you know what works?

Learning from the best B2B SaaS content marketing examples can take your content marketing strategy from lackluster results to skyrocketing leads and engagement.

Whether you’re looking to craft killer case studies, eBooks, or blog posts that convert, I’ll show you how.

Keep reading, and let’s look closer into what other SaaS companies are already doing.

B2B SaaS Content Marketing Examples to Take Inspiration From (Using the CVJ)

If you’re a B2B SaaS content marketer, knowing the best practices for creating SaaS content before actually spending resources on it is smart.

What’s wiser, however, is learning from the SaaS companies that are already killing it with their content marketing strategy.

Let’s take a look at the best examples of SaaS content.

But to take your SaaS content marketing strategy further, we’re going to look at these using the Customer Value Journey to help you identify how to make each content best as you leverage content in your customer’s journey from clueless to loyal fans.

We’re going to showcase eight types of content from eight different SaaS companies according to the eight different stages of the CVJ.

Let’s start with the most common type of content…

1. Blogs – SaaStr

Educational blogs are perfect for the Awareness stage because they help potential customers discover your brand while delivering valuable information without a direct sales pitch.

At this early stage of the marketing funnel, potential customers aren’t necessarily ready to make a purchase; instead, they are looking for information to understand their problems better.

Educational blogs build trust by positioning your brand as a helpful, knowledgeable resource.

In B2B SaaS, this is especially critical as buyers are often well-researched and rely heavily on expert content during the early stages of their journey.

SaaStr’s blog “5 Interesting Learnings From HubSpot at $2.5 Billion in ARR” offers readers detailed insights into the growth of the marketing and customer relationship management tool giant HubSpot.

It’s doing a few things exceptionally well:

• Real-World Insights: It breaks down complex metrics like ARR (Annual Recurring Revenue) into actionable lessons for readers.
• Authority Building: By highlighting HubSpot’s success, it positions the brand as an authority on SaaS growth strategies.
• Practical Takeaways: The article doesn’t just talk about HubSpot’s achievements—it provides clear, actionable takeaways that any SaaS business can implement.

The real value of this content lies in the fact that it not only showcases success but provides practical lessons, which makes it both informative and actionable.

To replicate this content during the Awareness stage, focus on the following elements:

• Focus on Educational Value: Highlight industry trends, metrics, and case studies that provide value without pushing for a sale.
• Position Your Brand as a Knowledge Leader: Use success stories and real-world examples to showcase authority and build credibility.
• Offer Actionable Insights: Provide clear takeaways that readers can immediately apply to their own business challenges. This helps establish trust early in the customer journey, encouraging readers to return for more information.

2. Quizzes – ProProfs

Quizzes are highly effective during the Engagement stage because they offer an interactive way to engage users and keep them actively participating with the brand.

At this stage, the goal is to deepen the connection between the user and the SaaS brand by encouraging interaction, fostering a sense of personalization, and making the experience enjoyable.

Quizzes provide immediate feedback, which keeps users invested while subtly introducing them to the product’s value.

For a SaaS business, quizzes can offer valuable insights into user needs and preferences, which can be leveraged to tailor their future SaaS marketing strategy.

The ProProfs Post-Training SaaS Quiz is a great example of using a quiz to engage users. Here’s what it does right:

• Interactivity: The quiz encourages users to actively participate, making them more invested in the learning process.
• Feedback & Value: It provides immediate feedback on their performance, which keeps users engaged and helps them understand areas where they might need to improve.
• Educational & Relevant: The content is aligned with the user’s needs—helping them reinforce learning after completing a training. This ensures that users find value in their continued interaction with the brand.

This content is practical and offers an immediate benefit—an assessment of their knowledge—which increases the likelihood of them returning for more resources or services.

To replicate this quiz during the Engagement stage, SaaS companies can:

1. Create a Quiz Aligned With User Needs: Develop a quiz that assesses user knowledge related to your product or service, helping them feel engaged and valued.
2. Provide Instant Feedback: Offer detailed feedback and explanations to keep users invested in the learning process.
3. Incorporate Calls-to-Action: After completing the quiz, invite users to explore further resources or subscribe for more valuable insights, driving deeper engagement.

3. eBooks (Gated Content) – Chartmogul

Guides are an excellent weapon during the Subscription stage of the customer value journey because they provide in-depth, actionable insights that address specific problems or goals.

At this stage, potential customers are more likely to subscribe when they perceive significant value in the brand’s offering.

Comprehensive guides demonstrate expertise, establish trust, and help users understand the practical benefits of the product.

They also act as lead magnets by offering high-value content in exchange for contact information, making them perfect for driving subscriptions.

The Ultimate Guide to SaaS Customer Lifetime Value (LTV) by ChartMogul is a perfect example of using a detailed guide to attract subscribers. Here’s what it does right:

• Depth and Expertise: The guide provides comprehensive information on calculating and optimizing Customer Lifetime Value, showing ChartMogul’s authority in the SaaS analytics space.
• Educational and Actionable: It walks the reader through key concepts with actionable steps, offering immediate value that encourages them to subscribe for more valuable insights in the future.
• Visual Aids: The use of graphs and visuals enhances understanding, making complex information digestible.

This guide offers both educational value and practical insights, helping readers make informed decisions about SaaS metrics, which keeps them engaged with the brand.

To replicate this guide during the Subscription stage:

1. Create a High-Value, Detailed Guide: Focus on a topic crucial to your audience and offer deep insights that showcase your expertise.
2. Include Actionable Steps: Break down complex topics into actionable advice that solves a key problem for the reader.
3. Gate the Content: Offer the guide in exchange for an email subscription or demo sign-up, converting readers into subscribers.

4. Case Study – Zendesk

Customer testimonials are a powerful tool during the Conversion stage because they provide social proof, demonstrate real-world success, and build trust with potential buyers.

At this stage crucial stage of the marketing funnel or your customer’s journey, prospects are considering whether to commit to a purchase or subscription.

Testimonials showcase how others have benefitted from the product, making it easier for potential customers to visualize themselves achieving similar results.

This type of content mitigates risk by showing proven results and helping potential customers make confident, informed decisions.

Zendesk’s InExchange page uses customer stories and testimonials to great effect. Here’s what it does right:

• Real Customer Stories: It provides detailed case studies of real companies using Zendesk to solve problems, making the content relatable and credible.
• Diverse Industries: By featuring customers from various industries, it appeals to a broad audience, showing that Zendesk works for different business types.
• Tangible Results: Each testimonial is paired with concrete outcomes (e.g., improved efficiency and increased customer satisfaction), showing measurable value.

This example from Zendesk is effective in persuading its readers. Why?

Because it demonstrates success through real-world examples, reduces uncertainty, and encourages action.

To replicate this testimonial approach:

1. Gather Diverse Customer Stories: Highlight how customers from various industries have successfully used your SaaS product.
2. Showcase Tangible Results: Include specific metrics or improvements that demonstrate the impact of your solution.
3. Highlight Authenticity: Use quotes or videos from real customers to make the testimonials more relatable and trustworthy.

5. Customer Success Stories – Slack

Customer success stories are the perfect weapon during the Excitement stage because they help new customers feel confident and enthusiastic about their decision to choose your product.

At this stage, the goal is to exceed expectations and create “aha” moments that deepen the customer’s emotional connection to the brand.

Success stories demonstrate real-world impact, showing customers how others are already experiencing significant benefits, reinforcing their decisions, and increasing the likelihood of long-term engagement and loyalty.

Slack’s Customer Story on Grab does several things right:

• Specific, Impressive Results: The story highlights how Slack helped Grab save hundreds of thousands of hours, showcasing tangible, high-impact results.
• Relatable, Real-World Application: It presents how Slack integrates into a well-known business’s operations, making the benefits easy for users to envision for their own companies.
• Emotional Connection: By focusing on time savings, a key pain point for many businesses, the content taps into emotional drivers, such as efficiency and productivity.

This is an example worthy of repeating because this success story provides a clear, inspiring example of how Slack can transform business operations, reinforcing their excitement about the product.

To replicate this customer success story approach:

1. Highlight Significant Results: Share measurable outcomes (e.g., time saved, increased efficiency) that showcase the immediate value of your product.
2. Choose Recognizable Brands: Feature well-known customers to build credibility and relatability, making prospects more excited about the potential results.
3. Tap Into Emotional Drivers: Focus on pain points that resonate with your target audience and show how your product alleviates them.

6. Product Demo – Quickbooks

Video content is highly effective during the Ascension stage because it’s engaging, easy to digest, and visually demonstrates the benefits of higher-tier services or products.

At this stage, the goal is to encourage customers to upgrade or invest in premium features.

Video can clearly show the added value of these advanced offerings, making it easier for customers to see the tangible benefits and justify the investment.

Additionally, it allows for storytelling, customer testimonials, or product demos that highlight why the upgrade is worth it.

The YouTube video from Slack does an excellent job of promoting the product’s advanced features. Here’s what it does right:

• Clear Demonstration of Value: The video visually shows how Slack’s features streamline workflows and enhance team collaboration, making it easy for viewers to see how these advanced features can benefit them.
• Engaging Storytelling: The content is delivered in a clear, engaging manner, keeping the viewer’s attention while showcasing real-world use cases.
• Call to Action: The video encourages viewers to explore the premium offerings more, perfectly aligning with the Ascension stage.

The value of this example lies in that this video content presents a clear picture of the benefits the targeted audience can expect from upgrading, making the decision process easier.

To replicate this video content for the Ascension stage:

1. Showcase Premium Features: Create a video that demonstrates how advanced features solve pain points and enhance productivity.
2. Include Real Use Cases: Use storytelling or customer examples to illustrate the benefits of the premium tier in action.
3. Provide a Clear CTA: Encourage viewers to upgrade or take the next step toward purchasing premium features.

7. Reviews and Testimonials – Appraisd

Customer success stories are perfect for the Advocate stage because they highlight satisfied users who have achieved great results with your product.

These stories inspire other customers to share their experiences, reinforcing brand loyalty and generating word-of-mouth promotion.

At this stage, the goal is to turn happy customers into advocates who will promote your brand, and success stories give them the platform to do so, motivating others to join in.

They also provide social proof, enhancing trust and credibility for potential customers.

The Appraisd Customer Stories page does a fantastic job in the Advocate stage by:

• Featuring Diverse Success Stories: It showcases various customer experiences, from different industries, demonstrating the wide applicability of Appraisd’s platform.
• Personalization and Detail: Each success story is detailed, allowing potential customers to see how the software can work for their specific needs.
• Encouraging Advocacy: By highlighting satisfied users, Appraisd encourages current customers to share their stories, fostering a community of advocates.

These stories provide confidence for readers, showing that real businesses have used Appraisd successfully, making them more likely to recommend or advocate for the product.

To replicate this content for the Advocate stage:

1. Feature Satisfied Customers: Identify customers who have had great success with your product and share their stories on your site.
2. Include Detailed, Relatable Results: Focus on diverse use cases that show tangible results, so potential advocates can see themselves in the stories.
3. Create a Platform for Sharing: Encourage customers to share their experiences through testimonials, case studies, or video interviews, making advocacy easy and rewarding.

3 Best B2B SaaS Content Types for Maximum Impact

We went over the different types of content B2B SaaS businesses should leverage for content marketing using the CVJ.

But some content formats deserve to get a closer look at, especially for B2B SaaS content marketing; here are three of them:

Long-Form Blog Content

If you’re in the B2B SaaS world, long-form blogs could be your new best friend in content marketing. Why?

Because they pack a punch for your SaaS content marketing strategy.

Long-form content gives you the space to dive deep into topics that matter to your audience.

With more room to explore, you can provide valuable insights that short articles just can’t cover.

This not only builds trust but establishes your brand as an authority in your field.

Plus, long-form blogs are a magnet for search engine optimization.

With long-form content, you have more opportunities to apply effective keyword research.

Search engines love content that provides thorough, useful information.

By targeting relevant keywords during keyword research and offering comprehensive answers, your blogs can climb the search rankings in search engines and pull in organic traffic.

And who doesn’t want more visitors?

Here’s why long-form content outshines short-form for SaaS marketing:

• In-depth Information: It allows you to cover topics thoroughly, offering detailed insights.
• Authority Building: Long-form content positions your brand as a knowledgeable leader.
• Audience Engagement: More content means more opportunities to engage your audience.
• Better SEO: Longer articles have more keywords and are favored by search engines.
• Increased Shares: Valuable, insightful content gets shared more often, expanding your reach.

Video Content

Videos, especially educational ones, are a powerful way to build authority and trust with your audience through content marketing.

Why is that?

People love visuals. Videos help break down complex topics in a way that’s easy to understand and remember.

According to Dan Patterson, a British television producer and writer:

Humans are incredibly visual and powerful, moving images help us find meaning… [and] video helps capture and contextualize the world around us.”

Dan Patterson

Videos can turn a complicated subject into something engaging and relatable.

Educational videos position your brand as a knowledgeable leader, which is why they’re essential in every content strategy today, especially in social media marketing.

They give you the chance to showcase expertise, which naturally boosts your credibility.

Plus, videos are incredibly shareable, that’s why they’re potent for social media marketing.

They draw in viewers, keeping them hooked longer, which means more eyes on your content.

Here’s a look at some metrics that show video marketing’s impact:

• Higher Engagement: Viewers spend 88% more time on websites with videos.
• Increased Subscriptions: Brands see a 54% boost in new subscribers after adding video content.
• Better Retention: People remember 95% of a message when they watch it in a video.
• More Click-Throughs: Including a video on a landing page can increase conversions by 80%.

With these numbers, it’s clear that video marketing isn’t just a trend. It’s a strategic move that can elevate your content. Give it a shot and see the difference it makes.

Interactive Tools

Looking to level up your B2B SaaS content marketing? Interactive tools might be the secret ingredient.

These tools engage users by providing personalized experiences that keep them coming back for more.

Unlike passive content, interactive tools invite users to actively participate, making the experience memorable and enjoyable.

Interactive tools, like calculators, quizzes, or assessments, not only draw users in but also boost retention.

When users have a hand in their learning journey, they’re more likely to stick around and explore what else you offer.

This active engagement helps solidify your brand as a go-to resource in your field.

Here’s how these tools can guide users through the customer value journey:

• Awareness: Capture attention with compelling, interactive elements that introduce your brand.
• Consideration: Provide tailored insights or solutions, showcasing how your product meets their needs.
• Decision: Offer tools that demonstrate value, helping users see the benefits of choosing your brand.
• Loyalty: Engage with follow-up tools that encourage further interaction and strengthen the relationship.
• Advocacy: Empower satisfied users to share their experiences, spreading the word about your brand.

How to Build a Successful B2B SaaS Content Strategy

To make your B2B SaaS content strategy targeted and not just value-driven, but driven toward the kind of value that your target audience really needs, you’re going to have to use the Customer Avatar Canvas and design your content around the Customer Value Journey (which you already have an idea of above).

Here’s a quick step-by-step guide for designing an actionable content strategy for B2B SaaS:

Step	Action	Details
1. Define Your Cutomer Avatar	Research and create detailed customer avatars using the Customer Avatar Canvas	Identify key decision-makers and users, including roles (e.g., CEO, CTO), company size, and industry to tailor content to their pain points and needs.
2. Map Content to CVJ	Align content with the stages of the Customer Value Journey (CVJ): Awareness, Engagement, Subscription, Conversion, Excitement, Ascension, Advocate, Promotion	Create specific content types that guide users from awareness to advocacy, ensuring every stage has content suited to move prospects through the funnel.
3. Awareness Stage	Publish SEO-optimized blog posts, infographics, and industry reports	Develop thought leadership content that addresses pain points, builds brand awareness, and educates potential leads.
4. Engagement Stage	Create case studies, quizzes, free tools, and social media engagement	Encourage interaction with tools like ROI calculators, benchmarks, and social media discussions to demonstrate value and expertise.
5. Subscription Stage	Offer lead magnets, demo videos, and free trials	Use gated content like eBooks or guides in exchange for emails and drive subscriptions or free trial sign-ups with valuable resources.
6. Conversion Stage	Share customer testimonials, product comparisons, and pricing information	Use follow-up emails with case studies, success stories, and targeted CTAs that highlight the benefits of purchasing or upgrading.
7. Excitement Stage	Provide onboarding guides, video tutorials, and webinars	Ensure seamless onboarding with easy-to-access tutorials, personalized email drip campaigns, and webinars to help users quickly see product value.
8. Ascension Stage	Highlight premium features, advanced usage guides, and success stories	Develop content that encourages users to upgrade, highlighting clear benefits of higher-tier plans or additional features.
9. Advocate Stage	Feature customer testimonials, case studies, and social proof content	Encourage satisfied customers to share their success stories and participate in advocacy programs like testimonials, reviews, or referrals.
10. Promotion Stage	Launch referral programs, affiliate marketing, and exclusive offers	Incentivize users to promote the product using user generated content through referral programs or affiliate partnerships, turning them into brand ambassadors.
11. Leverage Multiple Channels	Use a combination of email marketing, social media, paid ads, and SEO content	Maximize reach by distributing content across multiple channels to ensure you engage with buyers wherever they consume information.
12. Measure & Optimize	Track performance metrics like conversion rates, customer acquisition cost (CAC), and lifetime value (LTV)	Continuously measure content performance and adjust strategies based on data-driven insights to optimize ROI and effectiveness.
13. Repurpose High-Performing Content	Turn successful content into different formats (e.g., blogs into videos, webinars, or podcasts)	Repurpose high-performing content to maximize value, ensuring it reaches different audiences through various formats (e.g., visual, audio, written).

This table presents a step-by-step guide for designing a comprehensive and actionable content strategy tailored specifically for B2B SaaS businesses. Each step ensures alignment with the Customer Value Journey (CVJ) and drives engagement, conversion, and advocacy.

Measuring the ROI of Your B2B SaaS Content Marketing

Tracking the right KPIs when measuring your content doesn’t have to be complicated.

By focusing on a few key metrics, you’ll have a clear picture of how your content is performing.

These metrics will show what’s working and where you can improve.

Here are six important KPIs for measuring your SaaS content marketing success:

1. Organic Traffic

Organic traffic shows how many people visit your site from search engines. It’s a great indicator of how well your SEO efforts are paying off and whether your content is relevant to your audience.

How to Track It:

• Use Google Analytics to monitor website traffic from search engines.
• Compare monthly traffic to see growth trends.
• Identify top-performing pages and optimize them further.

2. Conversion Rates

Conversion rates measure how many visitors complete a desired action, such as signing up for a newsletter or making a purchase. This connects your content marketing strategy directly to your business goals.

How to Track It:

• Set up conversion goals in Google Analytics or other tracking tools.
• Monitor which content drives the highest conversions.
• Experiment with CTAs and landing page designs to boost conversions.

3. Customer Acquisition Cost (CAC)

CAC tells you how much you spend to acquire a new customer through your content marketing efforts. Lowering this cost improves the ROI of your content strategy.

How to Track It:

• Track all content marketing expenses.
• Divide costs by the number of new customers gained in that period.
• Identify high-cost activities and find ways to optimize or cut them.

4. Bounce Rate

Bounce rate shows the percentage of visitors who leave your site after viewing just one page. A high bounce rate can mean your content isn’t grabbing attention or meeting their needs.

How to Track It:

• Monitor bounce rate for each content page in Google Analytics.
• Focus on improving content relevance and engagement.
• Use internal links to guide users to other pages.

5. Average Time on Page

This metric tells you how long visitors stay on a page. The longer they stay, the more engaging and useful they find your content.

How to Track It:

• Check time-on-page metrics for key content.
• Improve content quality by adding visuals, videos, or interactive elements.
• Experiment with different content formats to see what holds attention best.

6. Retention Rates

Retention rates show how well your content keeps customers coming back. It’s a crucial metric for building loyalty and long-term engagement.

How to Track It:

• Track returning visitors to your site or repeat customers.
• Monitor engagement with recurring content, like newsletters or blogs.
• Use surveys or feedback forms to understand why users return.

By focusing on these six KPIs, you’ll have a clear understanding of how your SaaS content marketing is performing.

But if you want a more in-depth look at how to measure these KPIs, using the right formulas for measuring content can give you better answers.

Key Takeaways

In short, mastering B2B SaaS content marketing examples is key to growing your business and keeping your audience engaged.

By following the strategies in this blog, like using educational blogs during the Awareness stage or customer testimonials for Conversion, you can create a content plan that speaks to potential customers at every stage.

Tools like quizzes, guides, case studies, and success stories help you build trust, show your expertise, and turn leads into loyal customers.

Now is the perfect time to put these strategies into action and see the difference they can make for your business.

By learning from the top SaaS content marketing examples, you can apply what works and watch your results improve.

Ready to take your SaaS content marketing to the next level? Start implementing these strategies today, and be sure to check out our other blogs on digital marketing, business, and mindset for even more valuable insights to fuel your growth!