Though SaaS is much in demand in various industries owing to its multi-dimensional features and ease of usability, its marketing strategy is yet a puzzle. Being counted in B2B service domain, its marketing tactics are quite different than the usual B2B marketing techniques. It is mostly because SaaS is an intangible software service, where the chances of demonstrating its usability are limited. In that case, reaching the core audience and convincing the existing customer requires a different marketing plan for B2B SaaS businesses.
Before starting with a guide of marketing plan for B2B SaaS businesses, let’s go through some of the major challenges and how it is different than the traditional software marketing.
The first step in case of any marketing plan is to capture the attention of the target audience with your product description i.e. top of the sales funnel. Later, you walk them down to the path of the sales funnel. However, in the case of SaaS, you deal with the following challenges while drafting a marketing plan-
In the case of SaaS, customer retention and customer acquisition- both aspects are prominent to keep the business in balance. Hence, marketers need to come up with innovative marketing ideas to retain the existing customers and acquire new ones.
To overcome the challenges and articulate a full-proof marketing plan for B2B SaaS businesses, let’s take a look on the sales cycle of SaaS software.
Since SaaS is a subscription-based model, the sales cycle is entirely different from that of traditional licensed software. This demands a different marketing plan for B2B SaaS businesses when compared to traditional software marketing strategy.
As mentioned in the previous section, customer retention holds equal importance as customer acquisition. As a result, marketers need to focus on both- building relationships with existing customers and forging connections with leads to convert them into customers, at the same time.
In this recurring revenue generation set-up, the sales cycle is furcated into 3 sections-
The sales cycle, further, influences the marketing plan for B2B SaaS businesses. In the next section, we have explained how to strategize a marketing plan for B2B SaaS.
Overall, analyze each component of marketing and communication strategy before implementing them.
Planning a marketing plan for SaaS is, indeed, a hectic task. It is way different than the usual marketing of licensed software. To craft a successful marketing plan for B2B SaaS businesses, you have to be very precise about the methods and channels of approach.
In such as case, it is advisable to go for an agency that is pro in handling such marketing planning. Valasys Media is a B2B marketing agency that provides overall marketing and business solution to Software companies. Our company will help you to reach your target audience without any hassle and generate revenue with minimum marketing investment.