Only 20% of SaaS companies will celebrate their fifth anniversary. A clear B2B SaaS marketing strategy can help you get there.
There’s no debate about it: B2B SaaS is a highly volatile and competitive market. We help our B2B clients create SaaS marketing strategies that stand out from the crowd every day, so we know what it takes to design a successful marketing strategy.
We don’t believe in gatekeeping, so we’re sharing what we’ve learned over the past 10+ years so you can grab leads and turn them into paying customers.
- What Is B2B SaaS Marketing?
- Design an Amazing Website
- Invest in Quality Content
- Focus on SEO
- Offer a Free Trial or Freemium Model
- Network With Your Customers
- Partner With Niche Influencers
- Incorporate Email Marketing
- Start Referral and Affiliate Programs
- Add Integrations
- Target Ads with PPC
- Share User-Generated Content
- Offer Webinars and Workshops
- Ask for Reviews
- Run A/B Tests
- Make Your Website Interactive
- Engage in Video Marketing
- Make Sign-Up a Breeze
- Create Tutorials
- Create Buzz With Product-Led PR
- How To Craft a Winning B2B SaaS Marketing Strategy
- B2B SaaS Marketing Challenges
- Future Trends in B2B SaaS Marketing
- Stand Out From the Crowd With Siege Media
What Is B2B SaaS Marketing?
B2B SaaS marketing is marketing from businesses that sell their product or service to another business rather than an individual consumer. Their product (SaaS) is a cloud-based software rather than a physical product.
B2B stands for “business to business,” and SaaS stands for “software as a service.”
With that in mind, your B2B SaaS digital marketing communicates your cloud-based software product to your target audience to raise brand awareness and ultimately turn leads into paying customers.
1. Design an Amazing Website
As a SaaS brand, you probably don’t have a physical storefront, so your website needs to be in tip-top shape if you want any hope of pulling in customers. But simply having a website isn’t enough when you’re one of 30,000 SaaS companies. You need a website that looks great, is easy to use, and is easy for search engines to find.
Before implementing any other strategies on this list, develop a well-designed website with on-page SEO optimization. If you take the time to set up a website with good structural bones, it’s easier to expand and improve it as you grow.
When you build your website, add a blog or learning center to easily incorporate quality content for your users.
Reach out to learn how Siege Media can help design your blog or learning center with SEO (and your brand) in mind.
2. Invest in Quality Content
One of the most critical components of a successful B2B content marketing strategy is building a positive relationship with customers at every stage of the buyer’s journey. Your content goes a long way toward laying the foundation with leads while supporting your existing customers.
B2B decision-makers openly share how vital quality content is to them. Most prefer learning about a potential vendor through content showing their expertise. According to Siege Media’s Content Marketing Statistics report, nearly 40% report consulting at least three pieces of content before contacting a sales representative for more information.
A well-implemented content strategy can achieve many things, including:
- Educating your leads
- Demonstrating trustworthiness
- Illustrating how to solve common industry problems
- Teaching users how to use your product
Don’t rely on just one type of content, either. Some people learn best by listening and may benefit from a podcast on their daily commute, while others prefer to read an article or two while on their lunch break.
The content strategy team at Siege Media knows your content helps pay the bills at your B2B SaaS business, so we specialize in creating a data-driven content strategy that brings quick wins and long-term success.
Our content marketing specialists are ready to craft written content that builds brand awareness and trust, while our world-class designers are waiting to create a beautiful design that adheres to your design guidelines.
Our work speaks for itself. Check out our SaaS-specific case studies and drop us a line today.
3. Focus on SEO
Great content helps bring in leads and support customers, but even the best content won’t work if your audience can’t find it. That’s where SEO comes in.
Search engine optimization (SEO) is a content strategy that helps search engines understand your content. It enables you to rank higher in search results to get more eyeballs on your content. When users search for specific keywords on search engine results pages (SERPs), they’ll see your content if you’ve done this successfully.
Some people believe SaaS SEO involves selecting some high-performing keywords for your content, and that’s certainly part of it. But it also covers everything from blog design to post structure to link building.
Siege Media’s SEO experts have you covered.
Whether you’re looking for whole-scale improvements or a few small tweaks that pack a punch, we can help. Our SEO services include:
- Content pruning
- Keyword research
- SEO A/B testing
- Title tag optimization
- Page speech optimization
- Internal linking audits
- Canonicalization and indexation best practices
- User experience assessments
- Information architecture analysis
Get in touch with Siege Media today to discover how we can boost your SEO and increase your ROI.
4. Offer a Free Trial or Freemium Model
One of the best ways to get a paying customer is to give them a free taste of your product. Nearly a quarter of free trials convert to the paid version. Unlike other strategies on this list, this one costs next to nothing to implement and poses minimal risk to your bottom line.
You have two options:
- Offer a free trial: The more complicated your software, the longer the trial should be.
- Offer a freemium version: Limit this plan to a few select features.
Either way, you’ll get your customers to fall in love with the product at no financial risk, giving you a chance to prove your software is indispensable.
5. Network With Your Customers
Where do your customers network? Whatever the answer is, it’s where you should network, too. While it’s good to network with people in your industry to make connections and stay on top of content marketing trends, you’ll only find colleagues, not customers.
Carve some time out in your schedule to network at the events your customers attend. For example, if you have a senior living software program, spend time at conferences for those who own and operate senior living facilities.
6. Partner With Niche Influences
Regardless of your niche, it probably has notable influencers and content creators. They may not have as many followers as, say, TikTok makeup influencers, but they’ll show up in the feed of the people who matter — your customers.
Niche influencers, or micro-influencers, are a cost-effective way to get your brand in front of your customers. They already have your customers’ attention, so forge a partnership with them. To find influencers in your niche, channel your inner Sherlock Holmes and scour your customers’ social channels to see who they follow.
Reach out to those micro-influencers to see if they’re interested in partnering with you, but know that you may have to pay them or provide free products.
7. Incorporate Email Marketing
Although social media is a growing marketing channel, don’t sleep on the classic email marketing campaign. Email marketing campaigns generate more than $8 trillion in revenue.
Business professionals prefer email communication, so meet them where they’re at with a consistent newsletter chock full of valuable content with a dash of promos. Send useful tips, updates on new features, special deals, and whatever else you think readers will find helpful.
To speed up the process, automate what you can, like welcome emails, progress check-ins, review requests, and the like. Segmenting your list is also helpful so you can get the right content to the right audience at the right time.
8. Start Referral and Affiliate Programs
You can talk your product up until you’re blue in the face, but words of praise mean more when they come from people your customers trust: their colleagues.
Consider what your customers would appreciate and incorporate that into your referral program. Get creative, and don’t leave out the person being referred to. For example, if you don’t offer a free trial, you could offer one month free for the customer signing up and one free month to the customer who made the referral.
Affiliate programs are also helpful, but instead of relying on existing customers to refer clients to you, you partner with third parties who market for you in exchange for a flat fee.
For example, you may partner with a SaaS review blog to review your product and include affiliate links. The partner then earns a commission whenever someone signs up for your product through one of their affiliate links.
9. Add Integrations
Gone are the days of companies only using one software company for everything. That means your software needs to play nice with whatever is already in your customers’ tech stacks.
Remember when we said to learn more about your customers and their technographics? Your product should allow data to flow smoothly between it and the rest of your customer’s tech stack if you want any hope of them even considering you as a vendor. For example, if you have a CRM product, it should at least integrate with their email and calendar apps.
Adding integrations to your software does several things:
- Cuts down on onboarding time for customers
- Embeds your software into the rest of their tech stack for seamless use
- Builds credibility in your software
- Allows for cross-promotional opportunities with other SaaS companies, expanding your customer base
- Improves the overall customer experience
Once you know what’s in your customers’ tech stacks, start working to establish integrations with the most common tools.
10. Target Ads with PPC
Purchasing ads is expensive, so rather than papering the digital world with ads, opt for targeted ads with pay-per-click (PPC) ads.
PPC ads deliver quick, cost-effective results. You target ads through keywords, which appear in results when a user searches them. The best part is you only pay when the customer clicks on the ad. In most cases, a purchase will offset the fee.
For the most effective PPC ads, focus on how your product will benefit the user or resolve their pain point. In the example above, Zoho promises easy-to-learn software (often a pain point for CRM users) that builds customer relationships.
11. Share User-Generated Content
Make your users into advertisers with user-generated content (UGC). This social media marketing model involves sharing the content your customers already post online — photos, videos, tweets, testimonials, etc. — with their permission on your own social channels.
USG works as a marketing strategy because it:
- Builds brand loyalty and makes your customer feel like part of your community
- Acts as a form of social proof that the product works, just like a review
- Is seen as more authentic than traditional marketing since a customer is involved rather than a marketing expert
Customers aren’t the only ones who benefit from USG — B2B SaaS companies also benefit because it’s:
- More adaptable and flexible compared to traditional marketing strategies
- Cheaper than traditional marketing since you aren’t hiring an entire marketing team
- Easily integrated with existing social media marketing
- Is seemingly unlimited and requires minimal work from the marketing department
12. Offer Webinars and Workshops
Build community while providing user support with webinars and workshops. Show off everything your software can do and establish yourself as an expert to existing and new customers.
Workshops and other in-person events allow you to make face-to-face connections with your customers (and they with each other). Meanwhile, webinars offer the unique opportunity for users to watch a replay if they can’t make it (plus give you a chance to capture email addresses to help your email marketing campaign).
13. Ask for Reviews
Very few, if any, businesses purchase software or apps without doing extensive research. In addition to learning more about your specific product and its cost, 42% of confident software buyers rely on reviews to make their decisions.
Since real customers write reviews without any sway from a marketer, it makes sense why decision-makers would trust reviews. Customers aren’t going to sugarcoat their thoughts and gloss over faults in the software to make a sale.
If you don’t already have a review presence on sites like Capterra or SoftwareAdvice, set up a profile and ask customers to leave a review. Remember — every interaction is a chance to earn a good review, so don’t wait for a purchase to provide stellar customer service. Engage with reviews when you can, leaving follow-up comments to show that you listen to what customers say.
These reviews help your leads make a purchasing decision and give you feedback you can use to improve your onboarding process, product, or customer experience.
14. Run A/B Tests
It can be hard to know what optimizations to your website will be a home run or a strikeout since every audience is different. Use A/B testing to find out what’s working before implementing wide-scale changes.
With an A/B test, you can keep the original page as a control while implementing changes on an alternate version. Then, compare the two versions and see which generates the most conversions. This method helps you solve user problems with your site with lower risk, so you only implement the changes that work, which improves your ROI.
15. Make Your Website Interactive With a Live Chat or Chatbot
When your customers need help, they want help quickly — any delay can hurt your relationship. But not everyone wants to hop on the phone with customer service. Adding a live chat or chatbot feature to your website makes customer support accessible 24/7.
Live chat is incredibly popular for businesses of all sizes. Comm100 reports the average number of chats conducted monthly by their agents has increased by 113% since 2022. It’s also effective — just over 80% of users say they were satisfied with the support they received via live chat.
16. Engage in Video Marketing
Customers rank video as the most helpful form of content, and 93% of businesses sign a new client after they release a video on social media.
Your videos can (and should) live on sites like YouTube, Facebook, or X (formerly Twitter), but you can also embed them in your articles for an added lift. Articles with embedded video see more traffic than articles that don’t — up to 80% more.
Video marketing doesn’t just attract new customers — current customers also find it helpful. More than half of marketers claim they saw a 57% decrease in support tickets for their product thanks to video marketing.
17. Make Sign-Up a Breeze
Signing up for your software or setting up sales calls should be so easy even the most sleep-deprived, frazzled potential customers could complete them without a hiccup.
High-converting content uses sticky call-to-action (CTA) buttons so leads can see exactly where to sign up without scrolling. Once a lead clicks on the CTA, the sign-up form should be short and sweet — it shouldn’t be longer than 2-5 questions or take more than five minutes to complete.
If your CTA involves scheduling a demo or sales call, use a service like Calendly that automates the process and eliminates back-and-forth between your sales team and the lead.
18. Create Tutorials
No matter how easy you think your product is to use and understand, chances are your customers may have some questions.
Tutorial videos should be a part of the onboarding process for new customers to head off any confusion before it happens. They can function as a product tour, highlighting all the main features and how to use them.
You can also keep a tutorial video library on your site where existing users can access them for troubleshooting issues or to unlock new features they were unaware of.
19. Create Buzz With Product-Led PR
Product-led digital PR (DPR) is a great way to drum up brand awareness, build authority, and guide new users to discover your product. Use customer surveys or internal discovery to uncover industry insights and create a post or report detailing your findings.
Then, you can leverage influencer relationships or send your data to reporters in your vertical. This strategy can earn you high-authority links to boost your website and spread the word about your product.
How To Craft a Winning B2B SaaS Marketing Strategy
All those challenges don’t mean marketing is impossible for B2B SaaS companies — it just means you need an impressive marketing strategy if you want to see success.
Step 1: Identify and Study Your Audience
First, you have to figure out your ideal customer profile (ICP), which is who you’re selling to.
An ICP is who you’re selling to, while a buyer persona is the person responsible for the final purchasing decision.
To determine your ICP, do the following:
- Identify your target audience or the market segment with a problem you can solve.
- Identify your potential customers whose problems you can solve and who are the best fit for your software.
- Narrow down your ICP based on whether the customer knows a specific pain point and its impact on their business.
Step 2: Understand Your Unique Selling Proposition (USP)
Now that you know who you’re selling to, you must figure out why this specific audience should buy your product. There are thousands of SaaS products out there, and unless you’ve invented something new, you need to showcase how your product is different — and better — than your competitors.
Your unique selling proposition (USP) defines how your product fulfills your ICP’s needs better than competitors.
When crafting your USP, focus on benefits to your customers rather than features. Explain how your product helps them, not how you do it. Keep it brief yet powerful so it grabs attention and packs a punch.
Step 3: Set Your Goals
What exactly do you want to accomplish with your marketing strategy? Some B2B SaaS companies want to acquire new leads, while others prefer to focus on nurturing their current leads. Regardless, write it down as using the SMART method for goal setting, which incorporates the following information into a goal statement:
We suggest the SMART method for goal setting, which incorporates the following information into a goal statement:
- Specific: Narrow your goal down to one specific target.
- Measurable: Identify how you will monitor your progress toward your goal.
- Achievable: Ask yourself if this is something you can reasonably accomplish.
- Relevant: Ensure your goal aligns with larger company goals and objectives.
- Time-bound: Set a realistic time frame in which you expect to achieve the goal.
Step 4: Determine Your Budget
Next, nail down how much you have to spend to achieve your goals. Be realistic — most SaaS companies devote a median of 10% of their annual recurring revenue (ARR) to marketing strategy. However, this figure varies based on the company’s size and growth plans.
Once you know your budget, revisit your goals and adjust any that don’t match your budget.
Step 5: Develop Your Marketing Tactics and Channels
Now it’s time to take everything you know about your audience, goals and budget and use it to determine which marketing strategies you’ll use. Focus heavily on your audience — you don’t want to waste time and money on TikTok ads if your buyer persona mostly spends most of their time on LinkedIn. You can also focus on the specific marketing assets your audience prioritizes, such as articles, podcasts or ebooks.
Step 6: Re-evaluate and Adjust
After your marketing strategy has been in place for a few months, it’s time to re-evaluate and make adjustments. Figure out where you are having success and where you aren’t, and tweak the overall strategy accordingly.
You may also need to re-evaluate and adjust your strategy when new products are released or when you upgrade existing products.
Whatever you do, remember to base any changes on data rather than gut instinct. It doesn’t matter if everyone is talking about your new ad if it’s getting more water cooler chatter than conversions.
B2B SaaS Marketing Challenges
B2B SaaS marketing has its own unique challenges that marketers must overcome.
Challenge #1: Oversaturated Markets
Even if you have a great product, this makes it hard to gain traction in your niche and even harder to keep customers once you have them. With so many options, it’s easy for companies to think the grass is greener on the other side and switch to a different company at the slightest inconvenience.
Your marketing strategy needs to be unique enough to help you stand out but not so unique that it doesn’t connect with your audience.
Challenge #2: Complicated Offerings
Software often streamlines tasks that are too complicated or time-consuming for a human to do. Sometimes, these are easy to explain to your audience; for example, a project management system allows you to keep everything related to a task together in one place.
But some B2B SaaS offerings get pretty technical. A carbon accounting B2B SaaS company may provide software that helps businesses monitor their carbon emissions and manage their legally mandated emission disclosures to stakeholders. That’s a lot of legal and technical terminology to explain to business owners who are probably not climate experts or lawyers.
Your marketing strategy needs to break down complicated tasks and ideas for your audience, which can be hard to do in bite-sized chunks.
Challenge #3: Convincing Customers They Need Your Product
No matter how wonderful your software is, there’s a good chance your audience doesn’t think they need it, especially if they’re older and not as familiar with the technology.
For example, we could’ve held most meetings virtually long before they became necessary during the pandemic. However, it took a global event to convince businesses to finally invest in video conferencing software.
While most business owners don’t need a global event to realize they need your product, your marketing strategy must succinctly convince your audience that they need you and you’re worth the investment.
Challenge #4: Long Sales Cycles
When a traditional consumer purchases something, they usually see an ad for a product, then buy it. With B2B SaaS sales, there’s a much longer sales cycle, which can lead to marketing headaches.
The median B2B SaaS sales cycle is about 2.5 months. During that time, your sales team needs to:
- Prospect for leads.
- Nurture those leads.
- Pitch to prospects.
- Respond to objects raised during the pitch.
- Close the sale.
- Onboard the client.
- Renew the client.
So, unlike B2C marketing, you need more than just a flashy ad on their Instagram page — your marketing strategy needs to build a relationship between you and any potential customers.
Challenge #5: Complex Decision-Making Process
When a consumer is considering whether or not to buy something, usually all they need to do is convince themselves (or maybe a significant other) that the cost is worth it. When selling to a business, the stakes are much higher — and more people are involved — so your marketing campaign must address that complexity.
Let’s say you’re marketing a chatbot or live chat software. The marketing team knows it’s essential to be on-call for customers 24/7 and that their customers prefer texting over calling a customer service line. But marketers don’t make the final purchasing decision.
They must convince the finance team that this is a good buy and run your software terms and conditions through their legal department. They may even be hearing pitches from five other chatbot software companies that they must compare. Plus, they’ll probably need a sign-off from a C-suite member.
Your marketing campaign needs to appeal to multiple audiences, not just the audience that will actually use it.
Future Trends in B2B SaaS Marketing
The B2B SaaS market changes rapidly with the invention of new technology, and marketers need to be ready to pivot when a new social media service explodes in popularity or a cybersecurity threat emerges. While we dig into these trends in more detail in our SaaS Marketing Trends data study, here are a few things to monitor throughout 2025:
- The role of AI: As of this writing, roughly 50% of companies use AI tools, but that number is constantly changing. You may already be in the AI game, offering a product with AI or using it as part of your marketing strategy. We find that AI content marketing tools with content generation capabilities aren’t up to snuff, but businesses can use them to edit content or improve ideation.
- The value of a great user experience: Customers will always expect a great user experience regardless of trends. We found that the majority of SaaS companies struggle to implement effective web accessibility features on their platforms. In addition, they often don’t pass key web evaluations like Core Web Vitals on mobile versions of their site. Focus on accessibility through DEI in marketing and ensure your site runs well on mobile devices to set you apart in 2025.
- The importance of quality content: Quality content will never go out of style. In 2025, users (and Google) are looking at whether your content is helpful, not the size of your content library. Especially with the rise of AI, Google is rewarding content that meets its authority guidelines with authors and other clear trust signals. This year, invest in quality content through E-E-A-T than content volume.
Stand Out From the Crowd With Siege Media
B2B SaaS marketing is tricky, combining the quirks of both B2B and SaaS marketing into one enormous beast. Whether you’re trying to stand out from the crowd, tackle increased content generation necessitated by rapid growth, or update existing content for freshness, the SaaS content marketing experts at Siege Media can help.
Our SaaS-specific content marketers, designers, and SEO experts help SaaS companies generate more than 7.8 million in annual traffic annually, and our case studies speak for themselves. Don’t hesitate — give us a shout today to see how we can help.
