Common B2B SaaS Marketing Challenges: Best Tips to Overcome Them

Aditya Chakurkar | July 15, 2021 | 126 views

B2B saas marketing challenges
There’s a lot of difference between consumer marketing and SaaS marketing. Unlike the traditional consumer marketing techniques, SaaS marketing is complex, unconventional, and has nothing physical to endorse. In simple words, B2B SaaS marketing does not involve physical items that can be easily promoted and popularized in the market. 

Consumer marketing has products like phones, washing machines, books, bread, etc. Marketers use creative commercials to promote them and ultimately reach the crowd. Consumers relate to such ads and commercials and memorize the products.

On the other hand, B2B SaaS marketing has its own set of hurdles, and only solid marketing strategies can get rid of them.

The B2B SaaS marketing is all about promoting software that is not as fun and thrilling as the consumer items. Its existence is non-physical, and marketers often struggle to convince customers to buy it. Eventually, they have to adopt some out-of-the-box marketing strategies to overcome such B2B SaaS marketing challenges.

What are the Basic B2B SaaS Marketing Challenges?

The SaaS marketing industry is rapidly growing and most marketers face a set of challenges. They have to promote and sell virtual products such as software which requires deep technical knowledge and proper analysis, along with a few unique marketing strategies.

With all such critical B2B SaaS marketing challenges to deal with, it's quite interesting to develop and implement the right SaaS marketing strategy for long-term growth.

Here are some of the basic B2B SaaS marketing challenges:

  • The attitude of the customers is one of the most critical B2B SaaS marketing challenges. Unfortunately, traditional marketing strategies for SaaS cannot effectively target the emotional quotient of the customers.
  • The entire management team typically makes the purchase decisions of such products, and not a single person.
  • SaaS offerings are dynamic and change with time. Releasing newer versions or updates for the same product can lead to the delivery of redundant marketing messaging.
  • Marketers get little time for convincing the customers. Due to the short sales cycles, it's quite difficult to close the deals within the available window.
  • Users often get confused with SaaS core terms such as cloud computing. You need to ensure your marketing strategy is informative enough.
  • It’s essential to know the exact niche to market your SaaS products.

Additional B2B SaaS Marketing Challenges

Finding Ways to Stand Out from The Crowd

The major concern of your SaaS business is satisfying the customer needs without following the same marketing strategies your competitor is using. The SaaS marketing world is evolving every day and company owners spend sleepless nights over even the slightest tweak in a competitor’s design or marketing strategy.

It is an already crowded niche and maneuvering the way through it is the responsibility of every SaaS marketer. Failure can prevent you from racing ahead and your competitor will win the customers and growth in the end.

Acquiring Low-Value Consumers in Big Volume

SaaS marketers get relatively fewer client leads due to shorter sales cycles. There’s no room for a mistake in such cases as it may delay the process.

For this reason, B2B SaaS companies should consider targeting low-value consumers in significant volumes just like the traditional B2C companies. A unique inbound marketing strategy is the best way to reap all the benefits of this tactic. 

Earning Customer Loyalty

The SaaS pricing model makes sure the payments are received on time. For getting new customers, this is the primary agenda of every SaaS marketer.

However, there is equal importance of customer retention programs to generate more revenue. The growth in customer retention can lead to huge profits in the long run.

In layman’s terms, you need a robust marketing strategy for catering to customer needs and, at the same time, preventing them from switching to other companies. It will benefit you in:

  • Developing unique marketing campaigns to convince the customers
  • Better engagement with your customers through social channels
  • Offering enhanced solutions to customer issues
  • Delivering value-added products

When you have an effective and carefully planned marketing strategy, you have more chances of captivating the attention of devoted SaaS fans.

Now, let’s discuss some knockout marketing tactics that will help you conquer the common B2B SaaS marketing challenges discussed so far.

Best Tips & Strategies to Overcome B2B SaaS Marketing Challenges

Offer Free Trials to Get More Customers

When selling physical products, you won’t be interested in giving away the stuff for free and incurring a loss. You may consider offering a few free products to the retailer for advertising purposes but you definitely won’t offer free stuff in huge volumes even to the retailer as it's not economically infeasible.

The same strategy needs attention in the case of SaaS products. And, giving free trials of the product is a renowned and widely approved SaaS marketing strategy for growth. This SaaS marketing plan is a tactical way for acquiring new customers and onboarding them.

Using the term FREE in your plan is the most effective way to overcome SaaS challenges. Many B2B SaaS companies use the free model in a variety of ways. For example:

  • Free trial without payment information
  • Free trial with payment information
  • 30/60/90-day free trial
  • Limited feature free trial
  • Trial-to-paid
  • Freemium
  • Free Trial


Develop a Great Content Marketing Strategy

Any SaaS marketing strategy cannot rule without a carefully planned content marketing strategy. However, organizing and presenting the SaaS information in the form of content is one of the biggest challenges in marketing.

Even though this is a fundamental thing, it is often overlooked. SaaS companies should consider posting regular blogs that serve as a source of reliable information for the users. If people know your product well, they are more likely to make the purchase.

Your SaaS marketing plan should be able to explore the power of content and market it in different forms. Marketers can use techniques such as content syndication to effectively deal with SaaS challenges by delivering critical content to customers. Market your content through tweets, blogs, webinars, and all other ways. 


Let Your Product Sell Itself

Whether it's a consumer marketing strategy or a SaaS marketing strategy, its results depend heavily on the product quality. And, when it's about the products, you have to focus on the following crucial things:

  • Incredible products
  • Excellent customer support

All the great SaaS marketing examples always excel in these two factors. When your products and support are up to the mark, the rest of the things automatically fall in line.

Develop a state-of-the-art software product and provide remarkable customer support with or without goodies and gifts, and then experiment how this strategy becomes a game-changer for you in overcoming all the SaaS challenges.


Give Reassurance and a Demo to Deal With Rapid Sales Cycles

The short sales cycles are one of the biggest challenges in marketing the SaaS products. The purchasing process spans over a few days or weeks. This is extremely lower than the purchasing process period of B2B sales marketing.

SaaS products change continuously. If there are delays in the sales process, the software may undergo several iterations during this time. As a result, you will need to give a demo and reassurance to SaaS customers who may turn away to avoid longer sales cycles.

Final Words

In summary, SaaS marketers must understand this authentic and logical advice — great products and excellent customer services are the foundation of every successful marketing strategy. And, this has the power to overcome all the challenges in marketing.

Frequently Asked Questions

Which tool should we use to overcome the SaaS challenges?

The following are the tools you need to overcome B2B SaaS marketing challenges:

  • LinkedIn Sales Navigator
  • UserVoice
  • Intercom
  • Hunter
  • Databox
  • VWO
  • ActiveCampaign
  • TrueNorth
  • Wistia
  • Slack


What are the best SaaS marketing examples?

Here are the best SaaS marketing examples of 2021:

  • Shopify
  • Mint
  • Apple Music
  • Movable Ink
  • Spotify
  • Netflix
  • Adobe
  • Invision
  • Amazon Prime


What are the top 3 challenges faced by SaaS marketers?

The following are the three biggest SaaS marketing challenges:

  • Dealing with traditional complainers
  • Building customer loyalty and trust
  • Standing out in the crowd

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