Article | July 15, 2021
The Software as a Service (SaaS) sector is one of the most essential industries globally, and it's always more complex than general customer marketing. Of course, we do not mean that customer marketing is effortless. However, it's relatively more traditional than SaaS marketing.
Many people are not familiar with the right strategies for selling non-physical products. As selling such products can possess its own set of challenges, SaaS marketing gets even more demanding.
What is SaaS Marketing?
Let’s begin with the basics of SaaS — Software as a Service or SaaS allows users to use cloud-based applications. Businesses or users hire SaaS applications for a variety of purposes.
SaaS marketing is nothing but the process to market such applications. Marketers use various strategies to sell SaaS software and achieve the highest possible conversion rates.
However, there are several significant challenges in this quest. First, SaaS tools don’t have any physical presence, and selling something that doesn’t physically exist is not easy.
Furthermore, we live in a world where SaaS platforms are constantly changing. With newer features and updates being launched every day, marketers struggle to nail down even their most basic payment app before the next version is launched.
If your company sells software, you must adopt the right SaaS marketing strategy to get more customers and, ultimately, higher conversions.
But how will you get started? And, most importantly, how to overcome those three biggest SaaS Marketing challenges?
Let’s find out!
The Three Biggest SaaS Marketing Challenges
The following are the three biggest marketing challenges faced by SaaS marketers.
● Earning The Loyalty from Customers
● Getting Noticed
● Dealing With Conventional Complainers
If your company faces the same B2B SaaS marketing challenges, it will be fair to say that you are doing well. Their occurrence is pretty common. After working with several B2B companies, ranging from 2 million annual revenue to 2 billion, you will notice that most of them face the same challenges mentioned above.
The demand for cloud-based services is increasing day by day. And eventually, this has birthed thousands of SaaS companies all around the globe. Locations beyond Silicon Valley are seeing the rise of several new SaaS providers ranging from government agencies to small and mid-size start-ups.
As a result, the competition is mounting at an incredible pace, and the niches are getting overcrowded. Suppose you do not invest in improving your company’s digital presence, brand identity, and messaging. In that case, you are more likely to drown in the ocean of the current marketplace where new companies are entering every single day.
Here’s how you can deal with these core SaaS Marketing Challenges:
Being a SaaS marketer, analyze your strategy by asking yourself this question — How can your company address the customers’ needs in areas that your competitors are not targeting?
The SaaS marketplace is constantly evolving, and even the slightest functionality or design improvement in the competitor’s platform is enough to take away the sleep of your company leadership.
Traditionally, most SaaS marketers sell their product by convincing companies that they have a problem, and only our SaaS platform can fix it. But, now things have changed, and there’s a lot to compete with.
Several market analysts have claimed that smart process apps are overlapping with SaaS. While SaaS companies are focusing on only the US market (and ruling it as well), traditional software companies have taken their business to Asia and Europe and have established themselves there.
As a consequence, SaaS marketers are faced with more than just indifference and ignorance. Being a SaaS provider company, you must make the most out of the predicted surge in growth and go beyond the traditional SaaS marketing strategy. Plus, you need to develop newer ways to stand out in the competition of sameness and simultaneously reach more customers.
Earning Customer Loyalty
There was a time when data migration was one of the most challenging tasks for SaaS marketers. Thankfully, we are past that time now. Today, companies can easily migrate data from their existing system to the cloud base. Moreover, they will have a painless process to manage it post the migration.
But, here’s a catch! If you can do this with ease, your competitor can also do that. This drastically increases the importance of customer acquisition and customer retention. And for this reason, you must have an effective SaaS marketing strategy that aims at earning customer engagement and loyalty.
Dealing with Conventional Complainers
Many industries are yet to accept the benefits of cloud computing. However, if you target them in the right way, your state-of-the-art SaaS platform can replace their incumbent software system.
Someone has spent years building that existing software system, and they are more likely to lose sleep because of this takeover. Such people, in most cases, are the decision-makers and won’t be keen to relinquish their hold on the existing system. It would help if you won them to sell your product. Your strategy should be able to handle an onslaught of their objections. They might claim that data migration is so complex that it’s not worth their time and money, or they will even say that the cloud is not secure enough. You have to do your homework and be prepared to tackle these hurdles.
So, be excellent and well prepared. And, the chances are, you will convince them.
How to Overcome SaaS Marketing Challenges?
Any SaaS Vendor must dig deep into all the significant concepts of marketing. But, before getting started with it, it's essential to learn about the customer journey. It helps SaaS marketers to deploy and integrate an effective strategy that works well with all the following stages of the customer journey:
The reality is, there are hundreds of marketing strategies that can produce great results. However, the following ones are the best of all when it’s about marketing your SaaS products.
Develop an Effective Content Marketing Strategy
Be it any online business, content marketing is one of the most important marketing aspects. It can be beneficial for your SaaS company by letting your audience understand the advantages of your product and improving your online presence.
You can also use various social media platforms to extend your approach for offering the same information. Credibility, trust, and existence are the critical aspects of every SaaS marketing niche, and content marketing is the most effective way to spread your valuable information and earn trust.
Set Realistic Goals
Directionless movements are a total waste of time. Instead, all successful SaaS marketing strategies begin with defining clear and realistic goals. To do that, you must figure your business most comprehensively. Then, set tractable and specific goals keeping the key metrics and KPIs in mind. And lastly, work on how the marketing and sales team can align to get the best results.
Remember, bigger goals are more challenging to achieve. You can break them down into smaller ones to ease the process.
Offer a Free Trial of Your SaaS Product
This helps to attract new customers and make them aware of the benefits of your SaaS product. It will also help you with lead generation.
Make sure to optimize the conversion rate during this trial period. And, present the best customer service to your prospects so that they will be with you for long.
Frequently Asked Questions
What are the most effective SaaS marketing techniques?
The following are the most effective strategies to overcome various SaaS marketing challenges in 2021:
● Develop a content marketing plan
● Offer free SaaS trials
● Focus on SEO
● Refine your Call-to-Action
● Refine your PPC campaigns
● Strengthen SaaS review websites
Why is Saas marketing important for businesses?
Even though SaaS marketing is challenging and requires exceptional marketing strategy, it comes with its own advantages. They include:
● Customer marketing & customer communication
● Long term customers
● Brand awareness
● Short sales cycles
● Lead generation
What are the biggest challenges in SaaS marketing?
The following are some of the biggest and the most common SaaS marketing challenges:
● Earning loyal customers
● Standing out from the crowd
● Dealing with conventional complainers
● Getting noticed
● Generating value
"name": "What are the most effective SaaS marketing techniques?",
"text": "The following are the most effective strategies to overcome various SaaS marketing challenges in 2021:
Develop a content marketing plan
Offer free SaaS trials
Focus on SEO
Refine your Call-to-Action
Refine your PPC campaigns
Strengthen SaaS review websites"
"name": "Why is Saas marketing important for businesses?",
"text": "Even though SaaS marketing is challenging and requires exceptional marketing strategy, it comes with its own advantages. They include:
Customer marketing & customer communication
Long term customers
Short sales cycles
"name": "What are the biggest challenges in SaaS marketing?",
"text": "The following are some of the biggest and the most common SaaS marketing challenges:
Earning loyal customers
Standing out from the crowd
Dealing with conventional complainers
Article | July 15, 2021
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
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:
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.
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
What are the best SaaS marketing examples?
Here are the best SaaS marketing examples of 2021:
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
"name": "Which tool should we use to overcome the SaaS challenges?",
"text": "The following are the tools you need to overcome B2B SaaS marketing challenges:
LinkedIn Sales Navigator
"name": "What are the best SaaS marketing examples?",
"text": "Here are the best SaaS marketing examples of 2021:
"name": "What are the top 3 challenges faced by SaaS marketers?",
"text": "The following are the three biggest SaaS marketing challenges:
Dealing with traditional complainers
Building customer loyalty and trust
Standing out in the crow"
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