The 13 best B2B SaaS Marketing Channels for Startups

Most likely, every firm has a website, but the most effective B2B SaaS marketing channels are those that are tailored to the specific requirements of the organization. Think about your target market and how they use technology (whether they prefer desktop computers or mobile devices) to get a sense of a B2B SaaS marketing strategy for your business. Do you know whether they have any unique requirements, like a hearing impairment? By keeping these factors in mind, you may create a fantastic service for your clients. Here, we'll discuss some top B2B SaaS marketing channels your business can leverage to boost revenue and user engagement.

1. Owning a website

Are you familiar with the term “word of mouth”? Because of its importance in Google's ranking algorithm, it is one of the most effective B2B SaaS marketing channels. Gaining popularity increases a website's visibility in search engine results, which in turn increases traffic and the likelihood of a successful conversion.

An efficient SaaS content marketing plan is a terrific approach to boost your website's visibility in search engines like Google. You may use content marketing to turn the advantages of your SaaS offering into stories that are memorable and engaging for your target audience, increasing the likelihood that they will use and recommend your product or service to others.

2. Useful programs for mobile devices

An app for your business-to-business software as a service (SaaS) is one of the best digital marketing channels you may explore because it reaches a sizable audience. A user may encounter a push notification about a sale or new product launch even if they do not have your app installed on their device.

There is a high cost and time commitment involved in developing an app, so it is important to weigh all of your options carefully before making a final decision.

3. E-Mail

Using email marketing, you can keep your SaaS business in the minds of present and potential clients. To encourage more people to sign up, you might offer them various incentives. Newsletters announcing future events, new products/services, coupons/discounts, etc. are all fantastic examples.

Avoid sending too many emails, otherwise, people will start to view you as a spammer and unsubscribe. Email surveys are a great way to find out what your customers want from you.

4. Video

If the user doesn't feel connected to the text, a video may be more their speed. Adding promotional videos to YouTube and integrating them into your site via the "YouTube iframe" capability is another option to think about. With a Facebook page, you can also create custom ads, so people can learn more about your company - it's very affordable, too.

5. Newsletters & Blogs

Blogs are an excellent SaaS inbound marketing tool for sharing information about recent developments in the company's offerings, as well as local and industry events. Consider hiring an intern or outsourcing articles if you don't have time to update your blog yourself - it will be worth the money if you can keep people interested in your SaaS company. You can use newsletters to keep your customers informed about new products/services, promotions, and coupons.

6. Online Networks

Is it your goal to attract a large audience? Perhaps social media is the best place to promote your B2B SaaS. Facebook and Twitter, for instance, offer social media integration. It is even possible to create special offers that can only be redeemed after someone "likes" your page.

Forbes reports that 93 percent of B2B SaaS marketers are engaged on Facebook and 94 percent on Twitter (2016). The use of any of these social media sites can help increase your company's visibility online. Remember that you're not tied to a single SaaS platform; it's feasible to utilize Twitter and Facebook together; if you go this way, just be sure to keep your personal brand distinct from your company's.

If someone wants information about your SaaS company, then they’ll contact you personally; in the meantime, they can keep themselves occupied on social media by reading all of your helpful tweets/posts.

7. Events

Attending events is a terrific method to promote your SaaS brand since it allows clients from all various industries to contact you in person – it doesn’t matter what you sell. For example, if you’re a plumber and want to market your company, you can certainly attend home improvement or real estate expos.

It is possible to organize a party in the comfort of your own workplace. Customers will undoubtedly have questions regarding your SaaS offering, so be sure to staff appropriately for support.

8. Questionnaires and Surveys

Sending out a survey or questionnaire is a useful way to learn more about your customers and find out what they appreciate and don't like about your SaaS product or organization, both of which can be used to improve your future customer care efforts. In addition to email and text messaging, these can be distributed via social media platforms as well.

9. Contests and Giveaways

Everyone knows that people enjoy a good competition. There is no doubt that incentives can be a great way to get people interested in your SaaS business, but you need to make sure the reward is worthwhile. Promotional events and free trials of software as a service (SaaS) are two such examples. Remember to throw out incentives to the winners, though!

10. Sponsorships & Endorsements

You can use sponsorships to get the word out about your SaaS product. In fact, you can make money through endorsements if you choose to do so. One thing to keep in mind is that the value of endorsements and sponsorships declines with repeated misuse.

11. Public speaking

A fear of public speaking shouldn't stop you from taking advantage of one of the most effective ways to raise awareness of your SaaS offering, especially if you're in the B2B space. Everyone benefits from the arrangement; you get the word out about your company, and the individual who invited you to speak gets an edge over their rivals.

12. Employee Advocacy

Asking your staff whether they would be interested in becoming brand ambassadors is a great way to increase awareness of your SaaS business and encourage new customers to sign up. If they are on board, then arm them with everything they need to expand their sphere of influence. They could even end up doing you a solid and bringing in new followers/clients.

13. Paid Ads

It's important to exercise caution when using paid marketing channels to promote your SaaS offering. Many SaaS organizations dislike traditional Google Ads because they consume precious real estate on the Google search engine results page. For this reason, an increasing number of businesses and individuals are shifting their focus to targeted advertising platforms like Facebook and LinkedIn.

Keep in mind that no matter in which stance, you still have an organic presence.

Tips for selecting the best B2B SaaS marketing platform

There are a few key questions to ask before settling on a B2B marketing strategy for your SaaS startup:

In what ways does the channel facilitate lead generation for your business?

How does the channel generate traffic? The way you tell them about your B2B SaaS startup will depend on whether it's direct or targeted.

What is the cost of using this channel?

You should calculate your advertising's return on investment and costs before committing any cash to the endeavor. Keep in mind that spreading your message may require an increased financial outlay, although any action is preferable than inaction (or to being unaware of exact costs).

When using this method, will my business grow?

Just because one channel isn't working for you right now doesn't mean it won't work later; just keep trying until you discover something that does!

What makes this channel superior to the competition?

You'll need to figure these things out before settling on a B2B advertising strategy. Don't rush into deciding which channel is best for your B2B SaaS firm; rather, give yourself time to try out and discover which is the best approach.

If you could sum up your message in one sentence, what would it be?

If you take nothing else away from this post, let it be this: if your marketing campaign doesn't already have a stated aim, you need to get to work defining one right away.

How does your target market feel about each channel?

A SaaS marketing plan is not effective if it goes against the beliefs of your target audience, so focus on topics that really excite them. You'll be light years ahead of the competition. Keep in mind that your brand's visibility will increase proportionally with the interest shown by your target audience in your offering.

In what ways may one possibly go wrong?

Even if you have a solid marketing strategy, there are always risks involved in implementing it. If you're not prepared to deal with the difficulties that could arise, then you shouldn't use the strategy. No marketing approach is risk-free, so be ready for any unintended results.

When will I start to notice outcomes?

Knowing how much time and energy it will take to become a successful entrepreneur is essential. Spreading the word about your product or service won't happen automatically, and instead will need a lot of work and energy on your part.

In what ways will this help down the road?

Not everything that seems appealing in the present will remain so in the future. Consider the long-term effects of any potential marketing strategy modifications before making any hasty decisions.

How do I achieve my goals?

Focus on the fundamentals if you want to become a major success story; study what worked for others, and do everything in your power to replicate their achievements. Remember, though, that success doesn't come overnight, and that getting there requires a lot of hard work and a lot of patience.

How does it help convert leads into customers?

Investing time and resources into learning whether or not your current marketing approach is assisting in the conversion of leads into consumers is a sound business decision.

Who exactly is my intended audience?

Spending time and resources on advertising to a demographic that isn't likely to convert to sales is a waste of resources.

How well do you think it will serve my B2B SaaS company?

Consider whether or not a potential marketing tactic is a good fit for your business before committing to it. What works for one company may not be the best choice for another. Keep in mind that in the end, it has to work for your company specifically, and not someone else's.

Is the lifetime value of this channel's customers high?

You need to use a marketing approach that has been shown to increase customer lifetime value if you want to succeed. It's important to always keep in mind that the better your client's lifetime value, the more money you'll make.

In other words, keep trying new things

Never take a channel for granted, even if it is one that is considered to be superior. Finding the right channels for your business requires a lot of trial and error. With Google Analytics, your marketing team can see which channels are producing the most traffic and sales. Nonetheless, a fresh perspective on your reports is sometimes the best option.