SaaS marketing differs greatly from traditional marketing. SaaS, or software as a service, brings in a predictable revenue stream from your customers.
SaaS generates revenue from your customers every month. As a result, the better your retention, the higher your profits. SaaS product marketing requires deliberate steps to keep customers engaged and happy. The more they use your SaaS product, the more likely they will be to continue using it. Unlike traditional marketing, SaaS marketing involves creating more touch points with customers during all phases of a buyer’s journey: pre-sales, trial, post-sales. The trial and post-sale periods are critical to your success. If a prospect creates a trial account but never signs in, they will not upgrade. If they upgrade but use your product infrequently, they will be less likely to renew their subscription.
A b2b SaaS Marketing plan is similar to one for consumer products. Main principle is to focus on customer satisfaction.
Your website usability has a big impact on converting visitors into trial accounts. We offered a free trial to capture the contact information of prospects so we could nurture them to become paid clients. Aside from having an attractive and fast-loading website, include educational resources to draw interest. The more you look like an expert, the better your chances of signing up new trial accounts.
Include the following content on your website to nurture visitors to your trial account signup button:
For example, the image we used for this article is a flower about to blossom. This ties in with the article’s theme: use this b2b SaaS marketing plan template to get more customers for your SaaS product.
Although your product may have stellar features, the primary reason a prospect signs up is the benefits they will gain. At MailerMailer, our benefit tag line was Easy Email Marketing. This resonated with our prospects.
It takes time and research to distill the messaging about your product. You want to describe your product’s reason for existing.
For example, if your overall website design uses blue, having a signup button that is red or green creates a strong contrast so the button doesn’t blend in without being seen.
Here are examples of the information we shared with our clients on our blog. At least once a month, we would create a newsletter based on our latest blog topics. We sent the newsletter to our clients and our prospects, who we nurtured using the same content.
Creating a vast repository of educational content takes a concerted effort. You can use outside resources or write it yourself. MoreBusiness.com’s Content Library is an option for some industries.
Even though it takes time, the benefits are amazing!
You can easily repurpose your content. We re-used our content in social media marketing, videos from blog posts, and sales meeting follow ups. Also, separate your blog from your resources section. Doing so makes it easier for prospects and clients to find your guides, trend reports, case studies and other educational material.
You can post social media status updates on LinkedIn, Twitter and Facebook to direct readers to your educational content. Include a call-to-action where appropriate. This is useful for prospects who are reading your content. It encourages them to start a trial.