b2b saas marketing

If you think B2B SaaS marketing is all about fancy tech tools and complex analytics, think again. 

While those elements play a role, a surprising 80% of B2B buying decisions are based on emotional factors (Source: CEB).

The key to success lies in understanding your target audience’s pain points, dreams, and fears. 

Neglecting the human element is a surefire way to lose out to competitors who do connect.

This post will help you tap into the psychology of B2B buyers to craft messaging that truly resonates.

  • Clarify the nature of your business, establish concrete marketing goals, and understand your sales funnel to create a solid foundation for your B2B SaaS marketing strategy.
  • Craft high-quality, SEO-integrated content and leverage educational resources to engage and convert your target audience while establishing your brand as an industry thought leader.
  • Combine inbound marketing, account-based marketing, and paid advertising to attract, nurture, and convert leads, and use analytics to measure and optimize campaign performance for maximum ROI.

Your Checklist Before Launching Your SaaS Marketing Strategy

Before we dive into the killer B2B SaaS marketing moves for 2024, let’s pause and chat about getting your ducks in a row first.

Do you know your marketing game plan like the back of your hand? That’s where it all starts.

So, how do you get there?

Well, I’ve got some questions for you to mull over. These aren’t just any questions – they’re the kind that makes you dig deep and think about your product, who you’re selling it to, and how you’re gonna keep them around for the long haul.

Who’s your target audience, and what does their day-to-day look like?

First, figure out who your dream customer is and what their experience with your product is like.

Are you clued into what they need and the trends they’re following? And hey, have you nailed down exactly who your ideal customer is?

Creating spot-on buyer personas is crucial because it influences everything from the content you pump out to how you pitch your product.

What makes your SaaS tool the one to beat?

Knowing the big problems your product solves is key.

So, what are the top headaches your solution eliminates for your customers? It’s also super important to think about how user-friendly your product is.

Can a newbie hop on and get going without a hitch?

And here’s the big one: What makes your product the shining star among a sea of competitors?

That’s where your Unique Value Proposition (UVP) comes into play. It’s the magic sauce that makes your product stand out in a crowded market.

And don’t forget to size up your competition – knowing where you stand helps a ton.

Can potential customers quickly spot why your product rocks? The perks of picking your product should be crystal clear and easy to spot for anyone peeking at what you offer.

How are you planning to reel in and keep customers?

A solid game plan for snagging new customers and a killer welcome mat for onboarding them are essential for making a great first impression and keeping them around.

Lastly, consider how you’ll keep tabs on customer happiness and cut down on folks bouncing away.

This bit is critical to a winning SaaS marketing strategy.

Getting a firm grip on these points sets you up for success. Next, we’ll explore strategies for building on this solid foundation.

7 B2B SaaS Marketing Strategies

Ready to see some real action from your B2B SaaS marketing?

Cool, but first things first: you’ve gotta really get who your ideal customer is.

Once you’ve got that down, these strategies and tactics will hit home:

7 Strategies for B2B SaaS Marketing Success - B2B SaaS Marketing

1. Crafting a Content Marketing Strategy That Engages

In SaaS, content is still king.

A solid content marketing strategy isn’t just nice to have; it’s what gets you leads, engagement, and conversions without breaking the bank.

In fact, when it’s done right, content marketing pulls in 3x more leads for every dollar you spend than old-school marketing. [Source: Content Marketing Institute]

Content Can Build Relationships - B2B SaaS Marketing

High-Quality Content Creation

Remember, it’s all about quality.

Your best bet in content marketing is creating stuff that grabs your audience’s attention, earns their trust, and brings in the cream of the crop when it comes to leads.

Get ready to whip up content that your audience can’t get enough of, and that drives real engagement.

SEO Strategy Integration

If you’re not thinking about SEO, you’re missing out.

Getting your site and content to rank higher in search engines means more eyes on your stuff and more top-quality leads knocking on your door.

Leveraging Educational Resources

Sharing knowledge is a powerful move. Think:

  • Articles
  • Blogs
  • In-depth guides
  • Videos
  • Ebooks
  • Webinars
  • Podcasts

These tools can boost your brand’s rep as a go-to source in the SaaS game and show your target market what you’re about.

2. Amplifying Reach With Inbound Marketing Techniques

Got great content? Great! Now let’s get it in front of people.

Inbound marketing is your friend here, helping you pull in, convert, and keep leads coming.

Attracting Through Valuable Content

Kick things off with killer content that tackles your audience’s primary headaches and offers solutions.

By dialing in your content marketing, SEO, and social media, you can draw in the right crowd and keep them hooked.

Converting Visitors Into Leads

Got visitors? Time to turn them into leads. Try these tricks:

  • Clear paths to conversion
  • Personalized experiences
  • Pop-ups that pop
  • Targeted landing pages with clear calls-to-action

These tactics can gently push visitors toward handing over their details.

Nurturing Leads Into Customers

Now, for turning those leads into paying customers.

Consider these strategies:

  • Using automation tools for personalized follow-ups
  • Segmenting leads for more targeted messages
  • Providing valuable content that guides them to the sale
My Take

From what I’ve seen in the B2B SaaS trenches, inbound marketing changes the game. It’s not just about shouting into the void; it’s about making your audience feel seen and heard.

Offering content that addresses their challenges and goals builds a solid trust bridge.

For SaaS companies, where things can get complex, breaking it down into easy-to-digest content is where you win.

And if you’re all about getting the most bang for your buck, don’t sleep on account-based marketing (ABM). It’s a game-changer.

3. Maximizing ROI With Account Based Marketing

Dive into ABM, where your sales and marketing dream teams join forces to pinpoint those perfect-fit accounts and transform them into loyal fans.

Traditional Marketing vs. Account Based Marketing - B2B SaaS Marketing

Let’s break down the playbook on scouting for VIP accounts, crafting custom-fit engagement plans, and scoring big with your ABM moves.

Identifying and Targeting Key Accounts

When it comes to ABM, the game plan involves:

  1. Zeroing in on and targeting MVP accounts.
  2. Teaming up with sales to form an unstoppable force.
  3. Syncing up goals and game plans.
  4. Setting the bar high with crystal-clear criteria for choosing key players.

Personalized Engagement Strategies

Once you’ve got your eyes on the prize, it’s showtime with personalized plays.

Tailor-made campaigns that hit the mark with decision-makers in your key accounts can:

  • Forge strong connections
  • Boost your brand’s fame
  • Pull in the suitable leads
  • Spike your revenue scoreboard

These bespoke strategies are your ticket to long-term victory.

Measuring ABM Success

Measuring the success of your ABM efforts is crucial for continual improvement. By tracking key performance indicators like:

  • Intent data
  • Engagement rates
  • Pipeline growth
  • Conversion rates

You can evaluate the effectiveness of your ABM efforts and refine your strategies for maximum impact.

My Take

When I first stumbled upon account-based marketing, it felt like finding a secret playbook tailored for B2B SaaS. It’s not about shouting into the void; it’s about whispering the right words into the right ears.

My experience taught me that ABM isn’t just a strategy; it’s a way to connect with potential clients, understand their hurdles, and offer resonating solutions.

This alignment makes ABM invaluable for SaaS outfits aiming to connect and convert genuinely.

4. Enhancing Visibility Through Paid Advertising

Sure, organic strategies have their charm, but paid ads can rocket your visibility to the stars.

Google Ads can be your golden ticket to:

  • Catching buyers with their wallets out
  • Maximizing returns on your ad spend
  • Targeting those ready-to-act keywords
  • Crafting click-worthy ads
  • Polishing your landing pages for the win
  • Driving top-notch traffic
  • Nailing those conversions

Social Media Presence and Paid Campaigns

For SaaS, ruling social media is non-negotiable.

Platforms like LinkedIn and Twitter are your stage for:

  • Connecting with your crowd
  • Elevating your brand to legendary status
  • Sparking engagements that matter

Retargeting is like a boomerang, bringing potential customers back for another look. Use targeted ads to:

  • Keep your brand in the spotlight
  • Boost site revisits
  • Turn curiosity into conversions

5. Strengthening Customer Relationships and Retention

At the heart of every SaaS success story is a rock-solid bond with its customers.

85% of B2B customers will pay more for a product if they have a positive customer experience.

My Take

Reflecting on our path, I’ve seen our client relationships as the cornerstone of our SaaS company. It’s less about transactions and more about conversations.

Whether a casual catch-up call or an in-depth strategy session, each interaction is a chance to deepen our understanding and refine our approach.

By putting ourselves in their shoes, we’ve been able to craft solutions that truly resonate. This blend of empathy and expertise keeps our customers coming back.

Building a Customer Success Team

dedicated customer success squad is your frontline to ensure customers love your product. To build this dream team:

  • Map out a welcoming red carpet for customers.
  • Dive deep into what success looks like for them.
  • Create a culture obsessed with customer wins.
  • Use feedback as your compass for continuous greatness.

Implementing Feedback Loops

Feedback loops are like gold dust for leveling up. By tuning into customer feedback, you unlock:

  • Insights for improvement
  • Product tweaks that resonate with user needs
  • An ever-evolving strategy that keeps you ahead

Creating Loyal Customers Through Community

Creating a vibrant community can supercharge customer loyalty. By fostering an environment where users support and learn from each other, you not only enhance satisfaction but also:

  • Cut down on support tickets
  • Turn customers into vocal champions for your brand

6. Analyzing Performance With Marketing Analytics

Alright, you’ve thrown your marketing strategies into the wild – now what?

It’s crunch time to see if they’re actually working.

Tracking and Interpreting Key Metrics

Keeping an eye on the prize means tracking those all-important metrics.

We’re talking conversions, click-through rates, and the holy grail: customer lifetime value.

Monitoring these gems gives you a front-row seat to how your campaigns perform and where you might need to tweak things.

What Are 2 Types of KPIs? - B2B SaaS Marketing

Using Tools for Insightful Data

Here’s a fun fact: Half of B2B marketers are scratching their heads when measuring their campaigns’ ROI.

Enter stage left: analytics tools like Google Analytics and Mixpanel.

These bad boys help you track user behavior and gauge the impact of your marketing mojo on revenue, retention, churn, and gross margin.

Optimizing Campaigns Based on Data

Data is your secret sauce for fine-tuning your marketing magic.

Dive into campaign data, customer insights, and analysis to sharpen your strategies, boost ROI, and make decisions that are backed by solid facts.

My Take

Tapping into AI analytics in B2B SaaS marketing? It’s like having a crystal ball that works.

No more guesswork – just clear, actionable insights from heaps of data. This lets you get the lowdown on your audience, spot trends on the horizon, and even foresee your next big marketing win.

Remember, it’s not about sidelining our human instincts; it’s about supercharging our marketing efforts to be smarter and hit the bullseye.

7. Scaling Up With Growth Marketing Techniques

As your business scales, your marketing game needs to level up too.

Time to get experimental, iterate like a boss and tap into the power of viral growth.

Experimentation and Iteration

Growth marketing thrives on trial and error.

By testing different marketing strategies, analyzing the outcomes, and refining what works, you’re not just playing the game—you’re changing it.

Leveraging Viral Coefficients

Dream of seeing your customer base explode overnight? That’s where viral coefficients come into play.

With savvy referral programs and social sharing tactics, you’re not just expanding your reach – you’re setting off a growth rocket that can take your business to new heights.

Defining Your B2B SaaS Marketing Strategy

Defining Your B2B SaaS Marketing Strategy Starts By... B2B SaaS Marketing

So, do you know how the B2B SaaS world is constantly changing?

A solid marketing strategy is like your navigation system to help you get where you need to go.

Here’s the thing, it all starts with a few key things…

Identifying Your SaaS Business Model

Okay, let’s be honest – figuring out the right marketing strategy depends on what kind of SaaS you’re running.

Are you freemium? Usage-based? Something else?

Whatever it is, that’s the starting point for deciding who you’re talking to and what you want to say to them.

Establishing Clear Marketing Goals

You can’t go anywhere if you don’t know where you want to end up, right?

It’s the same with marketing.

Are you trying to get your name out there?

Score a bunch of new leads?

Keep existing customers happy?

Those goals will shape everything else you do.

Understanding Your Sales Funnel

Think of your sales funnel as your customer’s journey with you.

You want to make it super smooth for them, from the second they hear about you to long after they buy.

That means your sales guys can convert more easily, and you can figure out the best marketing for each stage.

My Take

Honestly, the best way we got to know our business model was by talking to our users all the time. We started to see it the way they did. That meant our marketing goals weren’t just about us, they were about the value they got.

And our sales funnel? We treat it like a living thing. We use data and feedback to improve it constantly so it’s all about creating a valuable experience at every touchpoint.


B2B SaaS marketing refers to the strategies and tactics used to promote software as a service (SaaS) products to other businesses.

It involves activities like building brand awareness, generating leads, and acquiring paying customers within a competitive B2B landscape.

Several tactics can help you generate leads for your B2B SaaS product:

  • Landing pages: Create targeted landing pages for marketing campaigns and capture leads through signup forms.
  • Content marketing: Offer downloadable resources like ebooks, white papers, or webinars in exchange for contact information.
  • Webinars and events: Host online or offline events focusing on relevant topics and capture leads from attendees.
  • Social media lead ads: Utilize targeted social media advertising to drive traffic to landing pages and capture leads.
  • Partnerships: Collaborate with other businesses in your industry to reach their audience and gain new leads.

Here are some common B2B SaaS marketing mistakes to avoid:

  • Neglecting your target audience: Focusing on generic messaging without understanding your specific audience’s needs.
  • Ignoring content marketing: Underestimating the power of valuable content in attracting and educating potential customers.
  • Having an unclear value proposition: Failing to clearly communicate the benefits and unique selling points of your product.
  • Neglecting customer experience: Not prioritizing building strong relationships and providing excellent customer service.
  • Focusing solely on acquisition over retention: Neglecting to nurture existing customers and incentivize them to continue using your product.

Several valuable tools can help you manage your B2B SaaS marketing efforts effectively. Some popular options include:

  • CRM (Customer Relationship Management) software: Manage customer interactions, track leads, and automate marketing workflows.
  • Email marketing platforms: Design and send targeted email campaigns to nurture leads and engage customers.
  • SEO (Search Engine Optimization) tools: Research keywords, track website performance, and optimize content for better search engine visibility.
  • Social media management platforms: Schedule and manage social media posts, engage with followers and analyze social media performance.
  • Marketing analytics tools: Track key metrics, analyze data, and measure the return on investment (ROI) of your marketing campaigns.

Several trends are shaping the future of B2B SaaS marketing. Some noteworthy examples include:

  • Personalization: Leveraging data and customer insights to personalize marketing messages and experiences for individual leads and customers.
  • Account-based marketing (ABM): Targeting specific high-value accounts with personalized marketing campaigns to drive larger deals.
  • Video marketing: Utilizing video content to engage audiences, explain product benefits, and showcase customer testimonials.
  • Conversational marketing: Using chatbots and live chat features to engage visitors in real-time conversations and answer their questions directly.
  • The rise of AI and automation: Integrating AI and automation tools to streamline marketing tasks, personalize experiences, and optimize marketing campaigns for better results.

There is no one-size-fits-all answer to this question, as the ideal budget can vary significantly depending on factors like your company’s size, stage of growth, target audience, and marketing goals.

However, industry benchmarks suggest that B2B companies tend to allocate around 5-15% of their revenue to marketing.


The landscape of B2B SaaS marketing is ever-evolving, and keeping up with the trends for your 2024 success will require a heady mix of creativity, innovation, and analytics-backed strategies.

While these strategies offer a roadmap, the real challenge is implementing them in a manner that aligns with the goals and customer needs of your SaaS company.

The trends we’ve discussed are not set-in-stone rules but guidance that should support developing your unique B2B SaaS marketing strategy.

As always, we’re here to assist with the latest insights and trends, helping you stay ahead of the curve as you navigate the future of B2B SaaS Marketing.

Let’s turn these insights into action and create the future of successful SaaS marketing!