There are a lot of SaaS companies out there, but only a few truly understand how to market their products and services. You’ve probably seen this before: A company has an amazing product, but they never seem to get the word out about it. Why is that? They don’t use the right marketing strategies or they use the outdated ones from years ago. This results in low conversions and ultimately leads to failure for these businesses. If you don’t want to be one of those companies, you are in the right place. In this webinar, we covered 10 strategies that can help improve your conversions and grow your business as a result! Find recordings here: https://www.youtube.com/watch?v=V-m87nXAcqg

1. SaaS Marketing: Top 10 B2B
Strategies to Improve
Conversions
Nemanja Zivkovic,
Founder & CVO @ Funky Marketing

2. There are a lot of SaaS companies out there,
but only a few truly understand how to
market their products and services.
You’ve probably seen this before: A company has an amazing
product, but they never seem to get the word out about it.

3. Why is that?

4. They don’t use the right marketing strategies
or they use the outdated ones from years
ago.
This results in low conversions and
ultimately leads to failure for these
businesses.

5. If you don’t want to be one of those
companies, you are in the right place.

6. We’ll cover 10 strategies that can help
improve your conversions and grow your
business as a result!

7. What is SaaS Marketing: The definition
SaaS marketing is the process of marketing and promoting
SaaS companies, and their services.

8. What is SaaS Marketing: The definition
Technically, SaaS marketing is a type of B2B marketing
(assuming most if not all SaaS marketing is directed at
businesses rather than consumers), and it can include content
marketing, email marketing, search marketing, and social
media marketing, to mention a few.

9. The difference between SaaS Marketing and
other B2B tactics
Though SaaS marketing has a lot in common with other B2B
marketing tactics, it has three key differences:
● Short sales cycle
● Lifetime customer
● Selling a service, not a product

10. Short sales cycle

11. Short sales cycle
The average sales cycle for SaaS companies is much shorter than
for other B2B companies.
This is largely because SaaS pricing models are often fairly affordable
due to their monthly fee.
This often allows buyers to make purchasing decisions without having to
consult with upper management, as is the case with bigger capital
expenditures.

12. Lifetime Customer

13. Lifetime Customer
At least that's the goal. After the initial fulfillment, your clients may decide
that your software is no longer necessary for their business goals. In
general, however, once they're on board, you'll want to retain them as
long as possible.
Keep in mind that you're not trying to push a one-time purchase, you’re
trying to start a long-term relationship. This is very important for SaaS
marketers, because establishing trust early on in the marketing and sales
process is critical.

14. You’re Selling A Service, Not A Product

15. You’re Selling A Service, Not A Product
This may be a difficult concept to grasp because software
appears to be a product on the surface. But there’s a reason
we call it SaaS (Software as a Service).
The main distinction is in the method of implementation.

16. Purchasing Photoshop as a product would be an example of software
marketed as a product.
You make the payment, download the installers, and complete the
setup. There isn't much in the way of service here.
Unless something breaks.
And even then, good luck getting in touch with support.

17. SaaS, on the other hand, handles the implementation, installation,
customization, and migration from previous platforms. Furthermore,
because clients pay on a monthly basis, a higher level of after-sales
service is expected.
This is something that SaaS marketers should keep in mind because it
has an impact on the messaging they send out. In particular, rather than
focusing on the software program, it becomes more about the company,
its reputation, its happy clients, and its level of support.

18. Obviously, the product is important. That
software platform is what gets the work done
and solves your clients' problems, but..
The support and service element is crucial to
guaranteeing their happiness..

19. Saas Marketing Strategies
In today's crowded market, attempting to market SaaS
platforms as a standard B2B solution will almost certainly fail.
Given the rising number of SaaS competitors, most SaaS
platforms are so preoccupied with lead generation that they
often rely on features and price to close sales.

20. Saas Marketing Strategies
This is where you can fine-tune your SaaS marketing strategies to reduce
customer churn, optimize pricing, and grow your SaaS business.
The more your sales-ready messaging focuses on your target customer's
future state and how your SaaS platform solves for those challenges, the
more likely your brand will stand out and convert a website visitor into a
free trial user on your SaaS platform (at the very least).

21. Traditional SaaS marketing methods aren't
working anymore.

22. Saas Marketing Strategies
New strategies are needed to match the level of innovation in these new
services.
While some SaaS growth hacking strategies may derive from more
traditional marketing strategies, the overall strategy needs to be
reconsidered, given how different SaaS marketing is.
Let’s take a look at the top 10 SaaS B2B strategies to improve conversion

23. 1. Content Marketing

24. 1. Content Marketing
SaaS companies are in a unique position to use content
marketing as the main growth strategy. Customers that are
already looking for a solution to their problem on the web are
most likely to adopt a new SaaS platform.
They often concentrate on features rather than outcomes.

25. 1. Content Marketing
Today's SaaS marketing is different, and strategic SaaS
marketers create and distribute relevant content to answer the
most common questions that potential customers have.
Unfortunately, it isn't as easy as writing a few blog posts.

26. 1. Content Marketing
To stand out in the crowded SaaS content marketing industry, you must
consistently produce high-quality, persona-driven content that is not only
keyword optimized but also provides value to your potential SaaS
customers, allowing them to sell your SaaS platform to their boss.
This shouldn't be an issue for SaaS businesses, yet it is very often. Your
SaaS platform is ideally positioned to write as a thought leader on the
topic if you've put enough effort into generating persona-driven content
that speaks to key pain points.

27. 1. Content Marketing
Since you’ve analyzed their pain areas and produced a
solution that helps them solve their specific problem, you
should already know what questions ideal consumers are
asking.
Conversion rates, acquisition costs, and associated SaaS
customer onboarding processes should all be considered
when developing a SaaS marketing strategy.

28. 1. Content Marketing
● How do you keep the communication going and draw leads
deeper into your sales funnel without bothering them with
cookie-cutter marketing automation emails when someone
discovers you as a source of information and a solution to
their problem?
● Do you personalize sales-ready messaging for specific
industries or personas?

29. 1. Content Marketing
One option is to use persona-driven content offers to give away some of your
more valuable content resources in exchange for contact information.
High-growth SaaS businesses have made it normal to offer free infographics,
eBooks, videos, white papers, and other resources in exchange for an email
address as part of any efficient SaaS marketing strategy.
This allows you to transform a potential consumer into a marketing qualified lead
in your sales funnel.

30. 2. Free SaaS Trials

31. 2. Free SaaS Trials
One of the most effective SaaS marketing methods for client
acquisition is to offer free trials to entice customers to sign up
and start using your service.
If you want people to use your service and see the value you
have to offer, this is a great way to get them to take the first
step.

32. 2. Free SaaS Trials
When it comes to using free trials, SaaS companies are in a
unique position, as new customers can help move the needle
in terms of recurring revenue.
Allowing a potential buyer to try out your product often comes
at little or no cost, depending on the product you're offering.

33. 2. Free SaaS Trials
This is a chance to showcase the quality of not only your product but also your
customer service and support. Conversions to paid SaaS subscriptions may
happen without additional effort if the product is a good fit.
After the trial period ends, you can reach out to consumers to get useful insights
about their likes and dislikes since they’ve tested your SaaS platform and looked
beneath the hood.
This feedback is invaluable to your product team, as well as your sales and
marketing departments.

34. 2. Free SaaS Trials
However, if you use this SaaS marketing strategy, make sure
you provide a long enough free trial for people to see the value
of your product.

35. 3. Pay Attention to SEO

36. 3. Pay Attention to SEO
When it comes to SaaS marketing, SEO (search engine optimization) is
very important, especially if you rely on inbound marketing strategies.
There are three main components of SaaS SEO:
● Technical SEO
● On-page SEO
● Off-page SEO

37. 3. Pay Attention to SEO
● Technical SEO is all about how your website is set up, how it functions, and how it
influences the user experience. Broken links and slow page load times, for example,
might have a negative impact on your technical SEO.
● Your content marketing approach should include both on-page and off-page SEO. All of
the material on your website, including blog articles and landing page content, is
referred to as on-page SEO.
● Building links from other websites to yours is what off-page SEO is all about. Writing
guest posts on other websites or appearing in a listicle that mentions your business are
two common ways to accomplish this.

38. 3. Pay Attention to SEO
It's critical to recognize that while SEO can help you attract leads into your sales
funnel, it can't help you turn those leads into customers.
From that perspective, the ideal long-term goal of SEO is to improve your search
rankings so that you don't have to pay ads for those exact search phrases.
The first thing to do is to understand your primary audience and conduct keyword
research, followed by a review of all of your content and meta-data in order to
boost your ranking. Also, don't overlook the importance of backlinks in terms of
search engine ranking.

39. 3. Pay Attention to SEO
Investigate ways to boost your domain authority by generating
high-quality links and referrals.
Rather than making assumptions, rely extensively on A/B
testing to gain information and visibility that will help you make
data-driven decisions in support of your overall content
marketing strategy.

40. 4. Refine PPC Campaigns

41. 4. Refine PPC Campaigns
Investigate ways to boost your domain authority by generating
high-quality links and referrals.
Rather than making assumptions, rely extensively on A/B
testing to gain information and visibility that will help you make
data-driven decisions in support of your overall content
marketing strategy.

42. 4. Refine PPC Campaigns
This is where your SaaS marketing strategy should consider PPC vs.
SEO. Your SEO efforts should be used to help you get top ranks for your
top performing PPC keywords or phrases.

43. 4. Refine PPC Campaigns
Keep an eye on the quality of your ads as well. Most companies create a few ads and
landing pages, then question why they are spending so much money on PPC keywords with
the highest level of buyer intent.
No in-house team member will be able to do this effectively, as they are wearing many hats
within your organization. Ideally, this is a place where your SaaS platform should look to hire
SaaS marketing agencies that only focus on conversion rate optimization.
If your company does not provide a compelling value proposition to potential clients, or your
ads may not perform as well as you would expect, they may opt to sign up on a competitor's
platform instead.

44. 5. Show the price

45. 5. Show the price
Some SaaS businesses make it difficult for site visitors to see how much
their service costs.
This is presumably done in an attempt to get customers more interested
before revealing the price, but this can also hinder customer acquisition as
a lack of transparent pricing will frustrate many potential buyers right off
the bat!
How would you respond if you were looking to buy something and couldn't
find out how much it cost?

46. 5. Show the price
You'd probably leave the site and look for another place to make your
purchase. This can be a significant source of churn, therefore SaaS
marketers should be perfectly aware of it.
No matter how brilliant the rest of your marketing efforts are, hiding or
deliberately obfuscating prices makes potential buyers suspicious.
Be upfront about your service's price or pricing model. Make sure your
pricing structure allows you to easily demonstrate how each plan or
package adds value.

47. 6. Incentivize Referrals
Referrals are one of the most effective strategies to reach new clients in SaaS
marketing.

48. 6. Incentivize Referrals
A long-term customer who enjoys your product is eager to
recommend your product and get you referrals.
Find ways to incentivize your current SaaS customers to
spread the word and reward them for doing so, whether it's
through subscription discounts, free premium features, or a
full-fledged SaaS referral program.

49. 6. Incentivize Referrals
One thing we should mention here is that there’s been a lot of
discussion about whether or not businesses should reward
referrals…
One school of thought believes that without an incentive, you won't
get many referrals, while the opposing position believes that if you
encourage too much, you'll end up with low-value, low-quality
referrals. The best advice is to see what works best for your SaaS
company and then optimize around that.

50. 6. Incentivize Referrals
There is software available that can manage your referral program
from start to finish, but at the very least, we recommend that you
develop a referral landing page on your website.
Explain what makes a good referral to ensure you receive high-
quality referrals. This could include the person's job title, industry,
or the size of the organization they are working for. You should
also specify whether, how, and when people will be rewarded.

51. 6. Incentivize Referrals
By creating templates that sales, customer success, and
support teams can utilize, marketing teams can make it easier
for them to ask for referrals. Making it simple for sales reps to
ask, as well as giving them the authority to do so is essential.

52. 7. Make SaaS Sign-Ups Easy

53. 7. Make SaaS Sign-Ups Easy
It's essential to make signing up as quick and easy as possible,
especially if you're offering a free trial to get customers started. Too
many steps upfront can ruin the process, especially if the prospect
isn't completely sold on your offering.
Analyze your signup / onboarding procedure to determine if there
are any methods to streamline it so that customers can start using
your product right away.

54. 8. Introduce Deals & Discounts
Deals and discounts are also crucial to your SaaS marketing
strategy.
Offers can help show prospective customers that they can get
higher value with you.
Deals and discounts are also great for upselling and cross-
selling.

55. 8. Introduce Deals & Discounts
While you can profit from running deals and discounts, make
sure you only run them on occasion.
If people are offered discounts all the time, they will stop
perceiving them as special offers.
Instead, people will view these deals and discounts as the
regular price they expect to pay.

56. 9. Improve Customer Experience

57. 9. Improve Customer Experience
This is surely the most important of all the SaaS marketing
strategies recommended by experts.
Making your service as personalized as possible is an excellent
strategy to improve the customer experience.
For example, when they complete the sign-up procedure, send
them a personalized welcome email. If you find that your active
clients are dwindling, you could send out an email too.

58. 9. Improve Customer Experience
What else can you do?
You can include a live chat feature on your website to help
customers with their questions as they interact with it. This will aid
them in navigating the site and locating answers to any questions
they may have.
There are many tactics to improve customer experience. Just make
sure you are considering their experience first.

59. 10. Refine Call To Action

60. 10. Refine Call To Action
Simply asking your SaaS customers to try or purchase your
product is one of the most reliable ways to attract more of
them to do so.
Analyze your overall marketing plan and define the steps you
want your visitors to take after visiting your site.

61. 10. Refine Call To Action
After that, double-check that your CTAs are clear and visible in
all of the right places on your site.
Make sure the CTA is clear whether you want visitors to join
up for a free trial, make a purchase, download a white paper,
or subscribe to your newsletter.

62. Conclusion
These SaaS marketing strategies are intended to increase the
number of high-quality leads and SaaS customers.
But keep in mind that in high-churn industries like SaaS, the
market is constantly evolving, so your team needs to stay up to
date with SaaS marketing trends and focus on client
engagement to keep churn to a minimum.

64. Thank you!
funkymarketing.net
nemanja@funkymarketing.net