Software as a Service (SaaS) is a software delivery model where a user subscribes to a centrally hosted version of the software, rather than purchasing it outright and installing it locally. A recent SaaS industry market report showed that 80 percent of United States end users prefer SaaS for communication and organization purposes. We asked experts for their go-to SaaS marketing tips to help small SaaS businesses keep up with their larger competitors.
Here are 26 of the best SaaS marketing tips from the pros:
1. Use a Sales Prospecting Campaign in Conjunction with Marketing Efforts
Marc Wayshak, Sales Strategist & Best-selling Author, Marc Wayshak.com
Many SaaS sales people haphazardly attempt to reach prospects about seven times during the course of a month and, after no success of reaching that prospect, they ultimately quit and stop following up on that individual. However, the most-effective approach to getting through to cold prospects is the prospecting campaign with the following steps below:
2. Know Who You’re Selling To
Noa Eshed, Co-founder & CEO, Bold Digital Architects
By the inherent online nature of SaaS, marketers are “forced” to hack their way to growth online. A good starting point to learning your target audience is to learn all you can about your current customers. Once you’ve mapped out who your ideal buyers are, put yourself in their shoes and understand the journey they go through leading up to a purchase. Always try to get prospects to get a feel for the software as early in the marketing funnel as possible.
So, for example, if you turn strangers into leads successfully using gated content like offering them an e-book in exchange for their email address then, once they provide you with their email, tell them you’ve taken the liberty to sign them up to your SaaS as a free user. Next, email them with useful tips on how their new subscription can help them be best at what they do.
Don’t stop with an effective marketing strategy. You need to make sure that you have a system in place to assist you with your individualized follow-ups. Use Pipedrive to help you, monitor leads in the different stages of your pipeline, measure your team’s sales performance and evaluate your sales pipeline with an easy-to-use platform. Click here to sign up for a free trial of Pipedrive CRM.
4. Align Your Ads to the Buyer’s Journey
Roy Harmon, Owner, Advertoscope
Use remarketing lists to align your advertising to the buyer’s journey. For example, create a campaign in Facebook using the traffic objective. Target an awareness ad set to serve your blog posts to a broad audience using interest targeting. Then, create a consideration ad set to serve consideration stage content to a remarketing list of website visitors who viewed your pages like your features page. Finally, create a decision ad set that targets people who have been to your demo, pricing or other decision stage pages. Serve them with things like demo sign-up ads and case studies.
5. Use Your Data for Content Marketing, PR & Organic Brand Building
Brad Plothow, Vice President of Brand & Communications, Womply
Most SaaS companies sit on a treasure trove of data, but very few unlock it to tell great stories and generate awareness. A few notable exceptions are Glassdoor, SurveyMonkey and HubSpot.
At Womply, our software is powered by transaction data for millions of American small businesses. In addition to providing a seamless product experience, this data helps us tell great stories about trends in consumer interactions with local businesses. So far in 2018, we’ve published some great content marketing assets, including our Small Business Almanac and State of Local Restaurants report, and we’ve secured 99 press stories in regional and national media, including USA Today, BuzzFeed and Forbes.
Any SaaS company can follow this same pattern by building a strong connection between the data science and marketing and PR teams.
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