Saas marketing · B2b marketing

What's the most effective marketing strategy you used for your B2B SaaS business?

Lisa Falcone

February 10th, 2015

This is kind of tied in to my last post but instead of setting it up as a hypothetical question, I figured to ask directly about specific strategies (or tactics) that have been very effective for your B2B SaaS business?  (please also give me a sense of your product and if it targets SMB, mid-market or enterprise.)  

Thank you immensely in advance for your helpful insight!

Mark McCary President at GTM B2B Consulting

February 10th, 2015

Well, the strategies and tactics differ depending on a lot of factors. Having been responsible for sales and marketing for small, medium and large SaaS companies, I can tell you that the go to market approach is different as you target small, midsize and enterprise customers.

Without asking a ton of questions, I'll offer a few thoughts. Continually building out your company's knowledge of the specific needs and use cases for your SaaS solution categories at the customer segment and persona levels can be a key growth driver for your business. By doing this, your sales, product and marketing teams add value, deliver better messaging, improve products for your customers and of course this grows your sales. So ask yourself if your company has a process and commitment around capturing and taking action from this kind of information.

Another approach for growing revenue quickly for SaaS businesses is to monitor renewal and CAGR rates at the product and customer segment levels. Understanding price elasticity at the product and customer segment levels can dictate future price increase levels, prioritize investments and more.. Of course you need at least 3+ years of sales to do this effectively. Without knowing the details of your business, I can't get much more specific than this. Hope it helps.

Bob Graham Engineering and Software

February 10th, 2015

Lisa, I am by no means an expert, but for our business, we have currently just made a list of 100 people and connected with them on linkedin. Our message asks if they would like to help shape a product in their industry. We then ask them for feedback during a live demo. Our goal is to get help developing the product, rather than a sale, and we're hoping to build the relationship from there. But I am brand new so Im not sure.

Benjamin Grosof CTO, CEO, Co-Founder at Coherent Knowledge Systems

February 10th, 2015

1. industry conferences - presentations and networking
2. partnering with other B2B software and professional services providers

David MacLaren Serial Entrepreneur, Digital Content Pioneer, Cloud Evangelist, Quality Fanatic.

February 10th, 2015

Hi Lisa,

MediaValet is a B2B Enterprise SaaS digital asset management solution built on Microsoft Azure. 

Our biggest successes have come from online marketing and channel partnerships. The former generates direct sales leads on a daily basis and the latter drives exponential growth.

Cheers,
David.

Anonymous

February 10th, 2015

Just looking at your last 2 posts, have you thought about finding a B2B marketing advisor? These are huge questions that are highly highly dependent on your business. Jus tasking for all of people's effective strategies seems like maybe not the most effective way and you're part of of network where there are some amazing advisors. Just a thought.

Bob Graham Engineering and Software

February 10th, 2015

Mark, so you continually improve the product and use dev time based on customer input, because you believe that making a great product, creates more value and leads to more sales, correct?

Wouldn't there be a point though, where features become endless? Or are we just talking the top features?
I commend you for your strategy of continual, ongoing product improvement. It seems to me that is of the highest value and is so often overlooked.

Doug Calahan Founder, CEO at Local Roots

February 11th, 2015

We have numerous B2B SaaS companies in our building (mine is not), heavily focused on various marketing automation and sales systems.  What I find incredibly interesting is that they are most successful with traditional old-school cold calling.  They are now set up to have teams of "kids" pound the phones all day to try to find leads for their sales reps.  Marketing leads for most of these companies only account for about 10% of sales (which shocked me).