The Marketing Strategy of your business is an aspect that should not be neglected, regardless of your field of activity. Digital Marketing is an essential component for increased visibility, direct contact with the public and achieving marketing objectives. If you are still not sure about this, here are some of the Digital Marketing Trends of 2020. Stay tuned, we will be launching the Trends Report for 2021 soon!
While most online discussions focus on product & service brands, we thought we would deepen the B2B SaaS subject, inspired by the discussion in our marketing podcast - "The Marketing Innovation Show", between Andrei Tiu, our host, and Alan Gleeson. You can listen to the full episode on our streaming platforms or on YouTube.
We will focus on important issues, such as the need for a well-developed Digital Marketing strategy, Sales & Marketing, as well as Marketing Performance Tracking Strategies by setting appropriate KPIs. The focus in this regard will be on start-ups and ways to grow in the field of B2B SaaS, using marketing tactics to develop and to easily get over this period in which we tend to be more careful. what we invest in, even if at the same time we want an increase in brand visibility.
If you are in a situation where you just started on a new path with a business, follow closely the expenses and leads you have and try to see which are the most beneficial areas for your business and how this can affect your performance. If a certain segment that you follow tends not to work as it should, go back to the initial brand strategy and add the missing values to the service itself and look at how to better adapt your offer to the market that interests you the most before raising your budget.
A good thing to do in your start-up is the decision to narrow down and prioritize certain important aspects of the business, such as the audience you communicate to and the needs they have. If you do this, you may notice that a well-defined audience will begin to materialize, as well as the publications you should focus your attention on, in order to be able to choose the right channels and strategy.
If these things do not happen, you will be in a position where budgets will be spent on certain investments in an irrelevant way, especially when we refer to the B2B SaaS area, where costs are high and where you want a quick and consistent ROI. That is why you will need people who know how to discover your consumers and adapt to them according to any need. The strategy for a B2B SaaS Start-up is difficult, as resource constraints are quite high, especially in Eastern Europe.
Even though both Google and LinkedIn can be two expensive tools because of their monopoly in the market, they are two really essential resources for growing your start-up. For example, LinkedIn can be used successfully in situations where you want to create awareness about your position on the market.
With the help of the LinkedIn platform, you have access to certain ideal profiles that can serve you as customers and to which you can promote your brand to them. Indeed, it does not have the power and wide range that Google can offer, but it is something you can use to create new contacts.
And when it comes to Growth Hacking for B2B SaaS businesses, things have always been a little more complicated, compared to goods or things that can easily go viral.
We have an example that could help you: Turtl.co made an exhibition in which they managed to deliver funny content while their team was on the street, trying to generate engagement with online videos. This generated a lot of visibility online on LinkedIn, and we are sure it was a very good technique, which brought them sales.
In the Software as a Service area, there are many things you can face, and a good step to take is to prioritize the tasks you have. Most of the time, there are situations in which the staff of a company is limited, and when they have too much to do, their efficiency decreases. In Europe, staffing limitations are greater than in the US, where many can afford to be present in many channels, creating content and dealing with sales or many other important tasks.
In this case, prioritization is something that must be taken very seriously and applied promptly, if you want your service to be qualitative in all respects.
There are several tools that Alan, our guest in the Marketiu podcast, recommended to make employees' time more efficient, such as: task management, as well as the management of other needs that arise along the way.
For example, Toggl is an application for time management, which helps you to create an organized schedule for your and your team. Of course, good team organization is also seen in communication, and this can be provided by Slack, an application used to create specific conversations for important tasks or internal planning of brand development. Basecamp or Trello are two applications preferred by Alan, due to the flow of duties that appear from all sides and the need to prioritize them, along the way. Of course, let's not forget Grammarly, ideal for checking the text for grammatical errors.
Of course, it is important to have a high-performance CRM platform that includes all the needs your business needs, such as sales, integrated marketing, customer and supplier support, and more.
Here we can mention Salesforce, Zoho and HubSpot, three other platforms are among the favorites of Alan.
Even if the SaaS area is a complicated and slippery area, it is good to take into account some essential things such as the marketing strategy according to your business strategy, the communication channels, and the implementation of some of the useful platforms that we mentioned earlier - because all of them that can lead your company on a rising curve.
If you have a B2B SaaS business and you need help with Digital Marketing, but you’re not sure which services would fit your needs the best, schedule a 30-minute meeting with us and we’ll make sure to come up with the best solutions for you and your business.
This article was taken from an episode of the Marketiu podcast - The Marketing Innovation Show.
To listen to the full version of the podcast episode, choose one of your favorite platforms, or watch it on YouTube:
