Best B2B Marketing Channels For Your SaaS Brand

Intro

The cycle of B2B marketing is long and it can take time for leads to convert into a sale. As a SaaS brand, it is essential to have different marketing channels to drive more potential clients to your business and increase lead generation and conversion rates. With the competition in the market for customers, using a single marketing strategy will limit your SaaS growth.

This article gives different marketing channels brands can use to increase traffic to their website, engage target customers, build trust with them, and get them to convert.

B2B Marketing Channels For SaaS Brands

Video Marketing.

Videos are great at capturing the user's attention and engaging a brand. SaaS marketers create short videos like explainer videos, service demos, and others to engage users and get them to see how their services work to solve pain points.

You can also interview experts in your niches on your video podcasts and get them to talk about your services to potential customers, use event teaser videos, and customer testimonials videos to build trust and generate leads for your brand. You can also create case study videos to show how you solved past customer challenges.

Ensure your videos target the customer's pain points and how your business solutions will help solve those pains.

Account-based marketing

You can target high-valued accounts for SaaS potential customers and sell directly to them. Create campaigns that show the prospects the value of your services and create personalized buying experiences for those targeted accounts.

With this channel, focus your marketing on high-accounts that need your services and have a high potential to convert into customers when you engage them and show the value of your services. To effectively get results from this channel, here are elements to consider.

• Identify the high account that you want to engage with so you know how to personalize your message.
• The second step is to gather insights and data about the account you identified. What are their challenges? Knowing their decision makers to engage them directly, and evaluate their buying process and their business goals.
• Since you know the decision makers, engage them with personalized messages and campaigns that show them how you can solve their challenges. Use educative content, email campaigns, ads, videos, etc
• As you engage them keep building relationships with the business and its partners and keep showing them the value you have to solve their pains.
• Run an analysis of your engagement to know the best engaging strategies that will increase lead generation and drive more conversions and revenue.

Conferences and Network Events

These are great ways to meet new people and get them to know about your SaaS business. For example, trade shows are great places where different brands showcase their services or products, and meet new potential customers who through nurturing become customers.

Through events and conferences, brands get to meet new leads, show the solutions the brand offers, and build a network and great relationships with potential customers that later convert to sales. It is essential to use the best appointment scheduling tool with the right features to make it easy for leads from conferences and events to book an appointment with your sales team.

For example, you can attend the SaaStr annual conference in September 2024. See how much connection a SaaS brand can get from such a conference.

Source: SaaStr

Display ads/ Retargeting ads

These are great ways to show users that your business has solutions to the challenges they are facing. Plan and create ads that capture target user pains and show potential solutions to those pains using your SaaS services.

Use captivating CTA that will compel the users to take action, add them to your sales funnel through the action they take, and start nurturing them towards becoming customers.

Use laser-focused LinkedIn, Facebook, and X ads to capture the right audience and show them the value your brand offers to solve pains. Strategically implementing B2B marketing on X can help you target specific professional segments and amplify your brand's reach within niche technology communities. Retargeting ads help capture the attention of website visitors who haven’t taken any action on your website. Re-engage them to your business, and show them what you offer and how it solves the challenges they face.

Influencer Partnership

Do in-depth research and know the influencers in your market niche who your target customers love, trust, and follow. Then reach out to them and partner with them to help advocate your brand to those target audiences.

You should partner with influencers who understand your niche market and how your business operates in solving challenges. To see the progress of your partnership, run an analysis of the major metrics after some time of influencer interaction with your target audience through the different content they share. These metrics can be conversions, leads generated, audience engagement, social media share of voice, and traffic generated to the website.

Referral Marketing/Affiliate Marketing

Deliver the best value to your customers to build great trust and make them advocate for your business. Happy customers will always spread the word about your brand to their friends and family and you end up getting more leads. You can partner with other marketers and customers to help promote your brand as an affiliate marketer. For example, our business gives a commission of 20% for every signup

Source: Ranktracker

To keep getting more commission, an affiliate marketer will keep driving leads to the business to convert and grow his affiliate income.

Email Marketing

When target customers reach your website, you can direct them to your landing pages where they get to know the value your brand offers. You can then get them to sign up for your email newsletters. Use captivating lead magnets like ebooks, product demos, or free trial versions of your brand to get their contact details.

You can then start nurturing them through the sales funnel as you educate and show them the value your brand delivers and build relationships and trust with them. Research shows that by 2026 there will be over a billion emails sent and received.

Source: Statista

The data means more and more target customers and brands engage using email marketing. Use automated drip campaigns to build leads through the sales funnel by delivering personalized and relevant content. Use email to sell your services, see the example below.

Source: Gmail

Social Media Marketing

Social media is another channel SaaS brands actively engage to reach target customers. Prospects use social media channels to search for brands that can solve their challenges. You need to have a great brand profile on the social media platforms you market. Here is an example of our LinkedIn profile.

Source: Linkedin

Join forums and communities where your target customers hang up and be active by commenting, asking questions, and showing expertise in your niche. It’s a great way to build trust with prospects, grow their interest in your business, and capture their attention. You can share user-generated content and testimonials from customers to gain more trust from your target customers.

Webinars and Podcasts

Do customer research and know the main challenges they are facing. Then organize a webinar or video podcast and invite guests who are experts in those topics. Ensure your webinar guests can successfully answer all the attendees' questions who want to know more about the topics and the solutions that can solve their pains. A week or two before the event, promote your webinar to different channels and through your website to attract prospects to the events.

The guest speakers on your webinars can help promote the webinar to their email list and social followers drive more prospects to engage in the webinars and get them to know the brand's services. You can also share your expertise on other webinars with a large and engaged audience and get them to know your SaaS services better.

Content Marketing

Before a potential customer converts to a brand, they engage with it through the different content on their website or social channels. Since you know your target customers' needs create content that engages your potential customers and aligns with their needs. Through the content, show them how your services work, and how they can use them to solve customer pains.

Optimize your content with the keywords target customers use in their search to increase the discoverability of your content. With analytics tools, you can know the best-performing metrics and focus on that analytic data to create more better and engaging content that your target customers will enjoy and engage more.

You can send surveys and questionnaires to prospects to get deep insights into the content they love most and focus on creating such content. Don’t forget to distribute your content to different platforms and channels where target customers can consume and engage your brand.

Have a Well-Designed Website

Your SaaS marketing starts with your website. Have a great and easy-to-navigate website where target visitors can easily find what they want. Have chatbots and a great customer support system where prospects can easily get help when they need it.

Showcase your happy customer testimonials and feedback to help build trust with the target audience who may have doubts about your business. See below for an example of our testimonial.

Source: Ranktracker

FAQs to Ask When Choosing a Marketing Channel

• Why is this channel more effective?
• How long does it take to see marketing results?
• What is the cost of running this channel? Your marketing channel shouldn’t be more expensive than the cost of getting the customer and the value you will get back from the new customer. Here is how to calculate the customer acquisition cost.

• How easy is it to use the channel?

Conclusion

Target customers use different channels to get information about the SaaS brand that can help solve their pains. As a marketer, you can leverage a combination of these marketing channels or use them all to reach target customers, get them to know your brand services, and increase lead conversions and sales.