Marketing is vital for any business, but for companies looking to sell to other businesses, it couldn’t be more important. 

B2B SaaS companies, of course, have a unique set of challenges to contend with, but they also have plenty of opportunities which are there to be explored. For B2B SaaS marketing strategies to prove successful, initiatives must be developed with these specific challenges and opportunities in mind. 

In this article, we’ll explain more about what B2B SaaS marketing is, before taking you through a brief guide on how it works. If you’d like to know more about B2B SaaS marketing strategies, don’t hesitate to give our team a call. 


What is B2B SaaS Marketing?

B2B SaaS marketing refers to a type of marketing used by companies that sell to other companies. The companies selling are those that design and management software specifically created with B2B businesses in mind. 

SaaS, or software as a service, is crucial to many B2B brands. There are numerous different forms of SaaS specifically created for B2B companies. Most B2B businesses use several different options to manage their processes more easily. 

B2B SaaS Marketing seeks to get the word out about different SaaS products designed for the B2B market, helping to build awareness and boost sales for the technology companies behind these products. 


How to Develop a B2B SaaS Marketing Strategy

Companies looking to make a name for themselves in the B2B market need the support of a smart, data-driven B2B SaaS marketing strategy. 

Such strategies are designed with a company’s specific targets in mind and consider huge amounts of data. Often, this data will reveal many interesting opportunities to connect with potential customers. 

Before you dive into the task of developing a B2B marketing strategy, you’ll need to gather the data you have available and spend time analysing any relevant information your company holds. Then, you’ll begin to understand your audience, which will allow you to tailor a marketing strategy around them. 

Read on, and we’ll take you through some key factors that go into a B2B SaaS marketing strategy to explain how these strategies work in more detail. 


How Does B2B SaaS Marketing Work?

SaaS marketing strategies will often bring together several different forms of marketing. Typically, such strategies include paid advertising such as paid search, paid social and programmatic. 

For marketing strategies to provide sustainable growth in awareness and visibility online, they should also incorporate a focus on SEO. Email marketing opportunities, too are invaluable to businesses in the B2B SaaS space. 



PPC is invaluable to any business. And with the advent of numerous new paid advertising opportunities, it remains a brilliantly efficient and reliable way of investing your marketing budget. 

For B2B SaaS companies, it’s vital that ads are cleverly targeted to ensure they reach the users most likely to interact with them. That’s why data is so important. 

Companies must make full use of their data to find out as much as they can about their potential customers before putting those findings to use through paid advertising strategies. 

As long as B2B SaaS ads are shown to the right users, their ROI will never disappoint. 


Search Engine Optimisation (SEO)

SEO remains a key focus for any company looking to grow, and B2B SaaS brands are no exception. Invest in SEO to ensure that your brand is discoverable on the SERPs potential customers are most likely to see. 

Research is key to SEO success, so start by learning as much as you can about how potential customers are using search engines, paying careful attention to the problems or questions that might bring them to your site. Use that information to ensure that your site answers the questions they have and clearly shows how your product could solve their issues. 

SEO is an enormously broad topic, so we won’t go into detail about how it works here, but if you’d like to learn more about SEO for B2B businesses, take a look at our B2B SEO services


Email Marketing

If a company has a list of potential customers available and it has all the relevant permissions to contact these professionals via email, then email marketing too can provide excellent results. 

Email marketing campaigns should be designed to target specific groups of customers. Segment data as far as possible, grouping customers with similar pain points to create a number of distinct email lists. Then start designing email campaigns that address these concerns specifically. 

If email marketing is personalised and seems to speak directly to its recipients, it’s far more likely to be taken note of and acted upon. 


Social Media Marketing

Social media might not be the first thing that springs to mind when you think of B2B marketing options, but when used effectively, it can lead to incredible improvements in B2B sales. 

Brands can use highly targeted advertising opportunities on platforms such as Twitter and Facebook, allowing them to reach new demographics in a way that provides outstanding ROI. 

Social channels can be used to market all kinds of SaaS products to potential new clients. Create targeted ads inviting business customers to set up a demo, and before long, you could have a whole host of new leads at your fingertips. 


Advantages of B2B SaaS Products

B2B SaaS products provide endless advantages to companies in many industries. Such products tend to be highly scalable, and most offer a range of affordable options which make them accessible to businesses of all sizes. 

SaaS products often equip companies with the tools they need to massively improve their offering, either by freeing up time for staff through the automation of time-consuming processes or by maximising employees’ capabilities with clever time-management tools. 

These are just a few examples of how SaaS products can benefit B2B brands. 


Get Advice on SaaS Marketing 

If you’d like to learn more about SaaS marketing and how it works, get in touch with our team. We provide a range of digital marketing services, all of which are driven by data. 

Contact us to find out more.