How to Overcome the Three Biggest SaaS Marketing Challenges

ADITYA CHAKURKAR | July 15, 2021 | 53 views

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:

Getting Noticed

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:

● Awareness
● Consideration
● Decision
● Retention
● Advocacy

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

Spotlight

AIS (Applied Information Sciences)

AIS (Applied Information Sciences) provides software and systems engineering services to government agencies and businesses across the United States. We specialize in cloud services, DevOps, custom application development and IT services. Our areas of expertise include: Microsoft Azure, Amazon Web Services (AWS), Office 365, SharePoint, Dynamics CRM, Software Development, Enterprise Mobility, User Experience (UX), Business Intelligence / Advanced Analytics & IoT, Operations & Support, and Help Desk Services. Our customers include a broad range of organizations from startups to Fortune 100 companies, state and local governments, as well as defense and national security agencies.

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Sesame Software Releases Relational Junction 6.2 with Extended Support for New SaaS Applications and Databases

Sesame Software | September 24, 2021

Sesame Software, the innovative leader in Enterprise Data Management, today announced the rollout of Relational Junction 6.2, the latest version of its suite of data management and replication tools, giving companies the ability to effortlessly create data warehouses for any database or API-enabled application. Relational Junction has also added support for many data warehouse platforms, including Oracle Autonomous Data Warehouse, Snowflake, Google BigQuery, Greenplum, Redshift, and Teradata, using native bulk loaders when appropriate for exceptional performance. Why is this important? Relational Junction's entire focus is on putting all your data into an instant, fully automated data warehouse that gives you complete control of your data. With only minutes of configuration, customers can automatically build a schema and efficiently move data for business intelligence, analytics, and integration. "This release has evolved from its predecessor suite of products into a single product that builds on-demand data warehouses out of any database or API-enabled SaaS application with no code, no design, no data mapping, and lights-out continuous operation". Rick Banister, founder and CEO of Sesame Software Security is at the heart of the product architecture. Sesame Software does not host your data or the product, eliminating all security concerns about vendors potentially allowing data breaches. Instead, Relational Junction can be installed on any private cloud or on-premise hardware platform. Want to use AWS, Oracle OCI, Google Cloud, or Azure? Or just drop it onto your laptop? Sesame Software can support you. UNIX or Windows? No problem. "By integrating data from external and internal sources with Relational Junction, organizations end up with a relational database that's fully secure and optimized for their specific needs," says Banister. "This gives every data-driven company real-time 360-degree access to their most important data, ensuring that sales, marketing, and the C-Suite are aligned for day-to-day decision making and long-term strategic planning." About Sesame Software Headquartered in Santa Clara, California, Sesame Software is the Enterprise Data Management leader, delivering data rapidly for enhanced reporting and analytics. Sesame Software's patented Relational Junction suite offers superior solutions for data warehousing, integration, as well as backup, and compliance to fit your business needs. Quickly connect to SaaS, on-premise, and cloud applications for accelerated insights.

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AI TECH

WorkWave Launches ServiceBot™ by WorkWave, Delivering Powerful AI Sales Technology to a Variety of Service Industries

WorkWave | August 04, 2022

WorkWave®, a leading provider of SaaS software solutions that support every stage of a service business's life cycle, has announced the launch of ServiceBot, a highly successful sales automation tool which makes e-commerce easy via an artificial intelligence (AI)-enabled chatbot that lives on a company's website. Formerly known as Lawnbot, ServiceBot will now be available for all service industries, from lawn care to pest control to cleaning, and more. "At WorkWave, we have made a promise to propel the industries we lead forward, and this means continuing to deliver innovation that helps our customers win and outpace their competition — ServiceBot clearly does that. "ServiceBot is the first use of AI technology within WorkWave platforms and solutions, and opens the door across the entire portfolio to incorporate this type of technology into other areas that drive operational efficiency or improve the customer experience. Hundreds of our customers are already using ServiceBot to generate new customers 24 hours a day, 7 days a week." WorkWave CEO David F. Giannetto ServiceBot shows the power of WorkWave's business model, and its recent expansion to lead multiple industries, by bringing its greater resources to bear, helping Lawnbot to evolve into ServiceBot which can now support any home service business. ServiceBot automates the sales process and allows consumers to purchase, schedule and pay for service visits right on their website, through AI-driven, human-like interactions. ServiceBot is seamlessly integrated into WorkWave's industry-leading platforms including Real Green SA5 and is currently being integrated into PestPac, with ServMan and WinTeam soon to come. With ServiceBot, customers can offer service to potential customers at any moment. As a mobile device-friendly, 24-hour, one-stop-shop sales automation tool, ServiceBot is able to sell to customers wherever they are, at any time. About WorkWave For nearly 40 years, WorkWave has been building best practices into its market-leading field service and last mile software solutions to allow best-in-class companies to grow their business, service their customers and maximize their money. Its solutions empower service-oriented companies to reach their full potential through scalable, cloud-based software solutions that support every stage of a business life cycle, including marketing, sales, service delivery, customer interaction and financial transactions. WorkWave is a trusted partner for thousands of customers across a wide variety of industries, including pest control, lawn care, cleaning, HVAC, plumbing and electrical, and last mile delivery. WorkWave's award-winning culture and solutions have been recognized in the SaaS Awards, the Cloud Awards, the American Business Awards, the NJBIZ Best Places to Work Awards, and the Stevie Awards for Great Employers.

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AI TECH

Wix Unveils New Editor Experience with Leading-Edge AI and Advanced Features for the Next Generation of Web Creation

Wix.com Ltd. | July 29, 2022

Wix.com Ltd., a leading global SaaS platform to create, manage and grow an online presence, today announced the release of the new Wix Editor. This offering brings together Wix ADI, the editor that instantly designs tailored websites based on the users' intent and design preferences, and the classic Wix Editor, which enables limitless design possibilities, into one powerful solution for web design. The new offering simplifies complex design capabilities and enables all users, from self-creators to professional web developers, designers, and agencies, to swiftly turn their web creation visions into realities by providing a unique creation experience paired with advanced AI features. The new offering personalizes the web creation process for each users' intent. Wix ADI users now have the freedom of customization the classic editor offers, and existing Wix Editor users now have enhanced AI technology to help guide creation and design elements, along with more flexibility and freedom of customization. From any starting point of website creation, whether from a blank canvas, pre-designed templates, or utilizing Wix's AI technology, all users will have new advanced features, all in one efficient platform. Users can work side-by-side with AI tools to create, customize and update their online presence more swiftly and efficiently to keep up with the ever-changing design trends and business climate. "Our users' needs and intents are at the forefront of our product development. "I'm proud of our dedicated team who has listened to our users' needs, predicted trends, and worked to innovate the entire creation process, making web design more rapid and intuitive to meet the online demands of creators and business owners today. Our mission has always been to be a platform where any type of user and any type of business can create their dreams online, and the new Wix Editor helps to set the stage for the future of creation." Avishai Abrahami, Co-Founder and CEO of Wix "With the creation of the new Wix Editor, we wanted users to have the feeling that a professional web designer is supporting them during their creation process. Each aspect of this was built to help guide users based on their intent and simplify the creation process," said Oded Nachshon, Head of Wix Editor. "This new offering aligns with the needs of today's self-creators as well as professional users. The platform removes barriers that generally complicate website building and enables users to keep their site updated and on brand with the latest technology." Highlights of the new offering include: Quick creation with total editing freedom: Users can quickly create tailor-made websites that align with their brand. This provides users the ability to begin their design using advanced technology and then continue with complete customization and flexibility. Themed design kits for brand alignment: Users can create their own theme or use pre-designed kits that include colors and fonts that are wired to the site elements enabling customization of their site theme to cohesively represent their brand across their website. With a range of theme options like retro vibrant, nostalgic, energetic or tech-savvy, users can play around with different themes before committing to one, decide to customize certain colors or fonts within the theme—or even decide to create their own distinct brand. Sections for easy navigation: Sections are new full-width customizable building blocks that allow users to divide the page into meaningful content pieces. These help users interact, arrange and navigate content within the page more intuitively and work on one section at a time. Users can build their own or choose from a variety of designed presets to create an engaging and cohesive experience for visitors whether they come from a desktop or mobile device. Section layout suggestions for design optimization: This feature uses AI capabilities to identify the elements within the section and their semantics. Then it suggests beautiful layouts that serve the sections' business goals. This feature allows users to update their pages' look or layout with ease and confidence, without affecting existing content. Quick edit tool for content management: Users can skim through all the elements in the section and change them on the sidebar without touching the canvas. This allows users to update content without worrying that it will accidentally move or change an element that will impact the design. About Wix.com Ltd. Wix is a leading platform to create, manage and grow a digital presence. What began as a website builder in 2006 is now a complete platform providing users with enterprise-grade performance, security and a reliable infrastructure. Offering a wide range of commerce and business solutions, advanced SEO and marketing tools, Wix enables users to have full ownership of their brand, their data and their relationships with their customers. With a focus on continuous innovation and delivery of new features and products, anyone can build a powerful digital presence to fulfill their dreams on Wix.

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SOFTWARE

Sesame Software Releases Relational Junction 6.2 with Extended Support for New SaaS Applications and Databases

Sesame Software | September 24, 2021

Sesame Software, the innovative leader in Enterprise Data Management, today announced the rollout of Relational Junction 6.2, the latest version of its suite of data management and replication tools, giving companies the ability to effortlessly create data warehouses for any database or API-enabled application. Relational Junction has also added support for many data warehouse platforms, including Oracle Autonomous Data Warehouse, Snowflake, Google BigQuery, Greenplum, Redshift, and Teradata, using native bulk loaders when appropriate for exceptional performance. Why is this important? Relational Junction's entire focus is on putting all your data into an instant, fully automated data warehouse that gives you complete control of your data. With only minutes of configuration, customers can automatically build a schema and efficiently move data for business intelligence, analytics, and integration. "This release has evolved from its predecessor suite of products into a single product that builds on-demand data warehouses out of any database or API-enabled SaaS application with no code, no design, no data mapping, and lights-out continuous operation". Rick Banister, founder and CEO of Sesame Software Security is at the heart of the product architecture. Sesame Software does not host your data or the product, eliminating all security concerns about vendors potentially allowing data breaches. Instead, Relational Junction can be installed on any private cloud or on-premise hardware platform. Want to use AWS, Oracle OCI, Google Cloud, or Azure? Or just drop it onto your laptop? Sesame Software can support you. UNIX or Windows? No problem. "By integrating data from external and internal sources with Relational Junction, organizations end up with a relational database that's fully secure and optimized for their specific needs," says Banister. "This gives every data-driven company real-time 360-degree access to their most important data, ensuring that sales, marketing, and the C-Suite are aligned for day-to-day decision making and long-term strategic planning." About Sesame Software Headquartered in Santa Clara, California, Sesame Software is the Enterprise Data Management leader, delivering data rapidly for enhanced reporting and analytics. Sesame Software's patented Relational Junction suite offers superior solutions for data warehousing, integration, as well as backup, and compliance to fit your business needs. Quickly connect to SaaS, on-premise, and cloud applications for accelerated insights.

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Events