July 3, 2020


by: tim woodley


Tags: B2B Marketing, SaaS Marketing


Categories: B2B Marketing

Five B2B SaaS Marketing Strategies to Help You Get Noticed

Today we’re dropping a short, punchy set of tips on how to squeeze a little more out of your B2B SaaS marketing activities to help you get noticed by the right people.

Increase spend on Google Ads

While it’s true that Google Ads will usually have a higher cost per conversion than inbound marketing, it’s still important to have a strategy in place that you can flex according to your needs.

Millions of internet users click on search ads every day across mobile and desktop and the granularity and flexibility of a Google Ads campaign make it relatively safe and straightforward to ‘turn on the tap’, so to speak.

The latest targeting options announced this week give B2B SaaS marketers the ability to target business buyers and influencers by product category, so reaching the right people is a cinch.

Always remember that, although we’re in a very mobile-heavy world, desktop users often still have the majority share of ad traffic in B2B (70% according to one recent study). We encourage you to consider increasing your ad spend and, if you choose to do so, recommend you begin by reviewing the split between mobile and desktop users. Remember to also review bounce rate, pages per session and average session duration statistics for each traffic source and ad type to help shape your strategy.

Offer free product trials

Any kind of B2B SaaS business should consider a free product trial offer as part of their onboarding; it’s just too good a match not to, particularly if you’re spending money to bring traffic to your landing pages.

This should be a top priority for your marketing strategy and your sales funnel. I’m assuming you have a product you’re proud of and that people will benefit from using! If that’s the case, it’s a no brainer – and your competition is probably already ahead of you if you aren’t already running an offer of some kind.

Use video testimonials

It’s one of the old truths of marketing and sales psychology: credentials and social proof matter. Feedback is important in convincing new prospects, but there’s a specific type I want to focus your attention on today and that’s the video testimonial.

A short video from one of your best clients can become a centrepiece of your website and testimonials section. Interestingly, you don’t even need it to be shot in studio quality – as long as viewers can see it’s legitimate, a phone-shot video will come across as authentic and real. And guess what: it doesn’t have to cost you a penny. What’s not to love about that?

Step up your content marketing

One of the secret powers of B2B content marketing is the fact that it offers SaaS marketers a compound return on investment. That goes hand in hand with a typically low investment cost to make it ideal for any B2B SaaS company looking to shake up their marketing activities.

Search engines take time to index new content and rankings are constantly shifting and changing – particularly for long-tail keywords. That means that, over time, content can skyrocket in value and provide a boost to your sales and brand visibility at no additional cost – and that likelihood increases the more content you have and the more consistent you are in maintaining your content marketing activities.

Nail your LinkedIn marketing

LinkedIn Ads remains an ideal platform for promoting B2B products and services, especially software. We’ve reviewed and improved more campaigns than we can count over the years and, generally speaking, there are three main areas B2B marketers tend to miss the mark when they do it in house.

First, budgeting. It’s easy for me to say, but it’s often the case that too little just doesn’t cut it. One of the most significant downsides of a limited budget is that it makes identifying trends and opportunities for improvement almost impossible; you need larger numbers to accurately determine what’s working and what isn’t.

Secondly, targeting that’s too specific, such as only focusing on a single job title. This often compounds with a low budget to provide results that have little to compare to – and not enough proof that there’s a trend behind the hits and misses.

Finally, the message you promote needs to be relevant, concise and dressed in a tone your audience will connect with and appreciate at difference stages of the buying process. It’s basic stuff, but you’d be amazed how often B2B SaaS companies fall short on it.

Get these foundations right and you’ll see for yourself just how ideal the platform is for advertising your B2B SaaS marketing efforts.