SaaS Marketing Strategy and Lead Generation
The beast that is Software-as-a-Service marketing relies on two key elements. That you have a great product, and that you have great customer service. Any SaaS marketing strategy worth it’s salt will incorporate vast amounts of content curation in order to support their customer base. Ongoing software training, industry-specific training, and creative uses of the software are just a few things that SaaS marketing companies focus on.
Hubspot and Buffer are synonymous in the marketing industry with educational content that makes them thought leaders. Name recognition within the industry is huge because they have both created a plethora of content that educates and informs.
Unlike other B2B service firms, SaaS has a rapid sales cycle. Instead of a 12-month contract seen in typical MSP marketing, potential buyers want free, or reduced-cost trials that can be renewed throughout the year as they learn whether the software meets their specific needs.
SaaS lead generation requires a much more targeted audience. Who will make the most use of the application? Will the understand the value rather quickly? Will they immediately understand how it’s used, or require lots of help and support? Our digital IT marketing professionals can ensure that we’re targeting your marketing efforts to your qualified buyers, resulting more free trials leading to more subscriptions, the goal of every SaaS marketing strategy.
In order to correctly target buyers in the SaaS marketing funnel, you have to include website design that speaks to your targeted buyers and convinces them to sign-up for your newsletter, download an eBook, or start a free trial or demo.
In order to do this you need to make sure that your website has above the fold content that clearly identifies who would benefit from your application, calls-to-action on every page, valuable content in exchange for emails, and a user experience that integrates learning about their industry.
With SaaS marketing however, the focus needs to be split between attracting new clients and supporting your current client base. According to Gartner, 80% of future SaaS revenue will come from 20% of your current customers. This means that your software marketing efforts aren’t geared towards simply attracting new customers, the SaaS marketing funnel has to support customer retention as well. Offering ongoing training and support for your software and educating and engaging your users to create a truly supported community.
At Jumpfactor, we understand that it can be incredibly difficult to market a constantly evolving service as your software goes through multiple iterations and updates. However, our team of digital marketers have the knowledge and capability to ensure that your customers are consistently receiving value, and that your email marketing campaigns are set up in line with your customer’s needs.
Get in touch with us today to discuss your SaaS offering and we’ll provide a free 30-minute consultation about the benefits of a properly optimized SaaS marketing strategy.