Insights, Marketing

10 B2B SaaS marketing best practices to increase conversions

by Ryan James

Are you tired of feeling like your marketing campaigns are falling flat? Well, you’re not alone! Many B2B SaaS businesses struggle to convert potential customers into paying clients.

In fact, the average length of the B2B SaaS sales cycle is 2.5 months! But don’t worry, we’ve got your back.

With the right B2B SaaS marketing strategies and an understanding of B2B marketing best practices, you can make sure you’re focusing your efforts on the best tactics to drive conversions. 

In this blog, we’ll explore ten B2B SaaS marketing best practices to help you increase conversions and grow your SaaS business.

Let’s dive right in and make some marketing magic happen!

#1 Define your target audience

The first step to creating a successful B2B SaaS marketing strategy is to define your target audience. Who are the potential customers for your SaaS product or service? What are their needs, pain points, and preferences?

Once you have a clear understanding of your target audience, you can tailor your SaaS marketing campaigns to their interests, pain points, and needs.

#2 Create a sales funnel 

A sales funnel is a visual representation of the buying process that potential customers go through before making a purchase.

By creating a sales funnel, you can identify the different stages of the buying process and create targeted marketing campaigns for each stage.

This B2B SaaS marketing best practice can help you move potential customers through the buying process more quickly and effectively.

#3 Target existing customers 

Don’t forget about your existing customers! They can be your biggest advocates and a great source of referrals and repeat business. Offer them exclusive discounts and incentives to refer new customers your way.

Create marketing campaigns that target your existing customers and offer them exclusive discounts or other incentives to refer new customers to your business. Targeting existing customers is a great way to generate new leads and increase your conversions.

#4 Develop a content strategy

Content marketing produces 3x more leads than paid advertising for every dollar spent. This is why developing a content strategy is a crucial best practice in B2B SaaS marketing.

By creating valuable content that addresses your target audience’s pain points, you can position your SaaS business as a thought leader in your industry.

Your content marketing strategy should include a mix of blog posts, whitepapers, case studies, infographics, and videos – all drawing your audience in with helpful information they’re searching for online. 

#5 Personalise your campaigns

Use targeted messaging and personalised communications to build stronger relationships with your ideal target audiences and increase your chances of converting them into customers.

The more you can speak directly to your target audience’s pain points, desires, needs, etc., the more likely you are to achieve that SaaS sale! 

#6 Boost your visibility with SEO

Search engine optimisation (SEO) is a critical component of any B2B SaaS marketing strategy.

By optimising your website for search engines, you can increase your visibility in search results and drive more organic traffic to your site.

The main components of your SEO strategy to improve your search engine rankings should include: 

  • Conduct keyword research
  • Optimise your website’s metadata
  • Generate backlinks to your website
  • Create high-quality content
  • Fix any technical website issues
  • Improve your website speed
  • Ensure your website is mobile-friendly

#7 Stay active on social media

Social media is a powerful tool for B2B SaaS businesses to connect with potential customers and promote their products or services.

Identify the social media platforms where your target audience is most active and create a social media marketing plan.

Share valuable content, engage with your followers, and use paid advertising to reach a wider audience on the likes of TikTok, LinkedIn, Facebook, Twitter, and Instagram. 

#8 Automate what you can

Another B2B SaaS marketing best practice is to create efficiency where possible. Marketing automation software can help by allowing you to streamline your marketing efforts.

By automating tasks such as email marketing, lead scoring, and lead nurturing, you can focus on creating high-quality content and engaging with potential customers.

Choose a marketing automation platform that integrates with your existing marketing and sales efforts for maximum effectiveness.

Want to learn more about B2B SaaS marketing? Check out our previous blog, “5 proven SaaS marketing tactics to make your business stand out.”

#9 Use account-based marketing

Account-based marketing (ABM) is a targeted approach to B2B marketing that focuses on specific accounts or clients.

With ABM, you can tailor your marketing efforts to the needs and preferences of individual clients, increasing your chances of converting them into paying customers.

ABM can be a highly effective strategy for B2B SaaS businesses with longer sales cycles especially, as it’s more about building a strong relationship with one highly-relevant person rather than weak relationships with a bunch of less relevant people.

#10 Use influencer marketing

Influencer marketing involves partnering with influential people in your industry to promote your products or services.

By leveraging the reach and influence of these individuals, you can increase your brand awareness and attract potential customers.

Choose influencers who align with your SaaS brand values and have a strong following in your target audience.

#11 Create paid ads

Paid advertising can be a highly effective way to reach a wider audience and drive conversions.

Platforms such as Google Ads and social media advertising on Facebook and Twitter allow you to target specific demographics, interests, and behaviours, making it easier to reach your ideal customers.

Make sure to set a budget and track your ROI to ensure that your paid advertising efforts are generating a positive return.

#12 Run email campaigns

79% of B2B marketers say that email marketing is the most effective distribution channel for demand-gen content.

You can also use email marketing to nurture leads through the sales funnel, sending them automated emails that are triggered by specific actions, such as downloading a whitepaper or attending a webinar.

By providing valuable content and building relationships with your email subscribers, you can increase engagement, generate leads, and drive more conversions for your B2B SaaS business.

#13 Track your key metrics

Consistently monitor your B2B marketing metrics like website traffic, engagement rates, lead conversion rates, and ROI to evaluate the effectiveness of your campaigns and make data-driven decisions. 

The more data insights you can gather on your marketing efforts, the more you can refine your strategy to focus on tactics that are working and decrease focus on those that aren’t to slowly improve ROI. 

What are you waiting for? Start implementing these best practices today!

By keeping these B2B SaaS marketing best practices in mind, you’ll have no problem attracting your ideal B2B audience, converting them into loyal customers, and reaching dream levels of SaaS success!

If you need help creating a comprehensive SaaS marketing plan, why not talk to our experts here at Rocket SaaS?

With rolling monthly price plans starting from just £3,000 per month, we join or become your dedicated SaaS marketing and web design partner, taking your online presence to sky-high success with proven content strategies, comprehensive digital marketing, and high-converting websites.

Get in touch with us today to get started.



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