B2B SaaS Marketing: 6 Plans to Save Your Business

how b2b saas marketing can save your business

B2B SaaS marketing is a highly competitive arena where many companies struggle to stand out. With all those products and ads, you can easily get overlooked in the increasing competition. Therefore, marketers need to constantly come up with new ways to catch the attention of today’s picky customers. 

In this blog post, we’ll discuss some of the best B2B SaaS marketing strategies that can help you boost sales and get ahead of the competition. So read on and find out how to elevate your marketing strategies.

What Is B2B SaaS Marketing?

B2B SaaS marketing refers to a type of marketing in which SaaS companies promote their software as a service to other businesses. The products these companies offer are designed to help businesses improve their efficiency. These days, many companies are using SaaS products as it helps them save time and money and even cut human resources costs. In addition, businesses can optimize their sales funnel, offer better customer service, and improve their marketing strategies with these products. 

How to Design a B2B SaaS Marketing Plan?

Take these steps to create your B2B SaaS marketing plan:

1- Define Your Goals

The first step to creating your plan is identifying your goals. Make sure the goals you set are realistic and reachable. These are the areas you should consider for defining your B2B SaaS marketing goals:

  • Lead generation
  • Marketing contribution to the sales pipeline
  • Revenue growth

2- Know Your Customers

Without knowing your target audience, you won’t design the right strategies. What you need to do is create your ideal customer profile. Here are some of the things your ICP should include:

  • Company size
  • Industry or niche
  • The goals they want to achieve
  • Pain points

3- Develop Strategies to Attract Leads

Now, you need to design strategies to attract attention to your business. Content marketing is one of the best ways for B2B SaaS companies to generate leads. You must create valuable and relevant content that answers customers’ pain points.

Related Article: Best B2B Lead Generation Techniques You Should Know

4- Build a Sales Process to Convert Leads

You probably have captured leads by offering a free trial or demo, but you need to guide those leads to become paying customers.  

If you are using the free trial approach, make sure you show the users the value your product offers and how it can help them. And if you are offering a free demo, you have to be ready to address the customers’ pain points and concerns. 

5- Measure Your B2B SaaS Marketing Results

Converting your leads is not the end. Are customers coming back to buy your services? Are you successfully attracting more and more customers? The answer to these kinds of questions will help you measure your marketing results.  

If you don’t track and analyze the key metrics, you won’t identify the success of your marketing strategies. Here are some of the metrics you should keep an eye on:

6- Optimize Your B2B SaaS Marketing Plan

After measuring the results, it’s time to optimize your B2B SaaS marketing plan. First, track your customers’ preferences continuously to meet their needs. Furthermore, determine what’s working well and what’s not to improve your marketing strategies. 

Best B2B SaaS Marketing Strategies

These are some of the best B2B SaaS marketing tactics that you should consider to increase revenue:

1- Focus on Customer Retention

Attracting a new customer costs 5 times more than keeping an existing one. That’s why you should put more effort into developing customer retention strategies than customer acquisition. 

Create your content marketing strategy to build customer loyalty. Try to educate your customers about your SaaS product to engage them more with your business. Aside from creating valuable content for your blog, add a learning center to your website to clarify confusion and help customers find the answers to their questions. 

2- Deliver Great Customer Service

The success of your B2B SaaS business takes more than offering great products and services. Delivering strong customer service has far more benefits than you  think. It will better satisfy your clients, which leads to more long-term customer relationships. And loyal customers are what really matter for a SaaS company. 

Make sure your customer service agents know enough about the software to help out customers. Additionally, it’s an excellent idea to provide multiple communication channels to enable customers to contact you most conveniently.

3- Optimize Your Website

Optimizing your website is a surefire way to increase your conversions. But, first, you need to identify the right leads to create relevant offers and a better user experience. This way, you will turn more prospects into leads. 

Remember to create and use different types of compelling calls to action to increase your sales opportunities. These are some  CTAs you can use on your website:

  • Blog post banners
  • Form submissions
  • Social sharing
  • Newsletter subscription

It’s also a great idea to use a user behavior analysis tool like WatchThemLive to find out how you can improve your website. Let’s  look at some of this tool’s features and how they can help you.


The heatmapping feature provides you with a visual representation of your visitors’ clicking behavior. It’s an excellent way to figure out how your CTAs are performing. Moreover, this feature enables you to see how users are engaging with them to optimize them. For example, if your call to action is not getting many clicks, maybe you need to change the color or size.

WatchThemLive heatmaps

Session Replay

The replay feature allows you to monitor your visitors’ journey on your website. You can see each user’s mouse movement, clicks, scrolls, and any other on-screen activity. Watching session replays is definitely one of the best ways to understand visitors’ experiences on your website. You will easily detect pain points and conversion barriers to fix them as soon as possible.

Try out WatchThemLive now! Choose the plan that suits you best and get your free trial.


4- Consider Account-Based Selling

SaaS products are generally subscription-based. Therefore, using the account-based selling model can be a winning strategy. Just keep in mind that this model doesn’t suit all B2B businesses; otherwise, it’s absolutely worth giving a shot. 

An account-based sales model helps you detect the leads that are more likely to convert. Then, you can create personalized content for each of them to make them interested in your offer more effectively. 

Implementing this strategy will save you a lot of time and money since you focus on converting high-quality leads. 

5- Highlight the Benefits of Your Product

One of the most important aspects of successful B2B SaaS marketing is highlighting the benefits you offer. It’s necessary to understand your customers and their problems to show how you can help them with your services. 

What you need to focus in your content and campaigns should be the benefits of your SaaS product so you can impress the decision-makers.

6- Use Outbound Sales Strategies 

We didn’t mention inbound sales as you are most probably using it. On the other hand, some businesses overlook outbound sales believing it’s outdated.  

Outbound marketing involves contacting prospects yourself to encourage them to convert. This strategy can offer many advantages, such as having full control over  your leads and generating them much faster.

7- Perform Competitive Analysis

As mentioned before, with the tough competition in the B2B SaaS marketing space, it’s not easy to outperform competitors. Running competitive analysis is an excellent strategy to find new opportunities by identifying gaps in the market.

Competitive analysis helps you figure out what your competitors are doing right and what they are doing wrong. Therefore, you can learn from them to elevate your business.


Successful B2B SaaS marketing requires effective strategies. You also need to stay updated on the trends and monitor your competitors to survive the competition. 

In this article, we discussed some great B2B SaaS marketing strategies that can certainly help you take your business to the next level if used correctly.

Negar Farazmand
Negar Farazmand
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