Digital Marketing for B2B SaaS

READY TO WORK WITH A RESULTS-ORIENTED PARTNER WITH DEEP DIGITAL MARKETING EXPERIENCE HELPING B2B SAAS COMPANIES GROW?

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OUR B2B SAAS DIGITAL MARKETING APPROACH

When we work on B2B SaaS digital marketing, we start by understanding your company’s business goals. These vary so much from company to company, and can include:

  • VISIBILITY & EDUCATION
  • CONVERSIONS
  • CUSTOMER AQUISITION
  • REVENUE
  • LEAD GENERATION 
  • AND MORE

All of these goals require different approaches, channels, and tactics. Each client’s digital marketing strategy is customized to reflect those goals…and after working with many SaaS clients over our the past 16 years, we’ve also become experts at pivoting as your market and goals change.

b2b saas company plans digital marketing strategy

Next we work to understand what you have in place to achieve your goals. We will become familiar with your current digital marketing efforts and learn about your sales team and the sales process & cycle.

 

Understanding your current situation includes a deep dive into your analytics and conversion actions.

WHAT DO OUR SAAS CLIENTS THINK ABOUT OUR (UN)COMMON APPROACH?

All of our numbers across the board have increased as a result of working with (un)Common Logic.
Director of Marketing
Director of MarketingKukui
Thank you for consistently knocking it out of the park for us, for being so thoughtful and creative, and, most of all, being TERRIFIC partners!
Marketing Manager
Marketing ManagerFlash Parking
My meeting with (un)Common Logic is the best part of my day. I am so appreciative of the partnership that we have! I love this team so much!
VP of Marketing
VP of MarketingRoost.ai
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And those clients aren't the exception. They're the rule. Our approach and our team mean we have an unheard of 81% client retention rate.

Ready to find out what it feels like to have a strategic, data-driven agency partnership?
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B2B SaaS Digital Marketing Services

Paid Media for SaaS

Our SaaS paid media plans use our understanding of your goals and your sales process, combined with SaaS paid media considerations (low-volume keywords vs broad/expensive keywords, for example) to develop a customized full-funnel strategy for your business. 


Does it work? Check out these client results!

PPC Campaign: Increased Demo Requests 143% Within First 3 Months

See Case Study >>

PPC: Increased SQL Volume by 260% while Decreasing CPL by 64% from Q2 to Q4

See Case Study>>

SEO & PPC: Combined SEO & PPC Efforts led to +1,000% ROI for B2B Construction Company

See Case Study>>

SEO Services for SaaS

Search engine optimization (SEO) for SaaS requires a deep understanding of not only how search engines crawl and index, but also how potential buyers and influencers might be searching for SaaS solutions.

 
Excellent results come from iterating technical, keyword, and content strategies.

SEO: Increased Organic Clicks 29% & Average Position 12% in 2 Months

See Case Study >>

SEO: Increased Monthly Organic Revenue by $320,000 in One Quarter

See Case Study >>

Conversion Rate Optimization for SaaS

SaaS businesses come in many different types: some offer solutions to well-known problems, others to problems that potential buyers don’t yet realize they have. When a potential buyer or member of a buying committee comes to your website, it’s essential that it is easy to understand and navigate in order to help them learn about your solution and convert. 

What difference can conversion rate optimization make? Let’s dive in! 
 
Schedule a call

CRO: Significant Increase in Mobile Registration Rates Through Copy and Design Testing

See Case Study >>

Conversion Rate Optimization Services: Increased Conversion Rate 550% with Redesigned Homepage

See Case Study>>

CRO Services: Increased Demo Form Conversion Rate 84% in 7 Months

See Case Study>>

The results we drive for our clients are one of the many reasons we’re a Google Premier Partner (top 3% of all agencies worldwide), Microsoft Advertising Select Partner, Meta Business Partner, and Google Analytics Certified Agency.

This, along with our culture – where we actually live by our values, not just put them on the wall in the kitchen – is the reason we have an 82% employee retention rate. 

This means your SaaS account team will bring you deep experience and consistency. 

Our team is also the reason we’ve been awarded the Top Workplace in Austin nine times (no other agency has won more than once).

Common vs. (un)Common Account Management

CHECK OUT OUR B2B BLOG SERIES

READY FOR AN (UN)COMMON AGENCY EXPERIENCE?

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Frequently Asked Questions

Yes! We have a comprehensive list of B2B SaaS case studies that include, PPC, SEO, CRO, and social media. See the list of B2B SaaS case studies below:
CRO: Redesigned Navigation Led to a 200% Increase in Conversions
SEO & PPC: Combined SEO & PPC Efforts led to +1,000% ROI for B2B Construction Company
PPC: Increased SQL Volume by 260% while Decreasing CPL by 64% from Q2 to Q4
PPC: 671% Increase in Twitter Followers at a Low Cost-Per-Follow
PPC: New CRM feedback Loop led to $207K Increase in Potential Revenue
SEO: Keyword Efforts Led to Position 1 Rankings within 60 Days
SEO: Improved Keyword Position by 20% & Doubled PageSpeed Score
PPC: 98% Increase in Leads & 39% Decrease in Cost per Lead
PPC: 438% Increase in CVR & 43% Decrease in CPL
SEO: Increased Organic Conversions 183% After Site Relaunch
PPC: Increased Leads by 11800% at a 97% Lower CPL
SEO: Increased Traffic 136% YoY Through Content & Technical Improvements
CRO Services: Increased Demo Form Conversion Rate 84% in 7 Months
CRO: Improved Conversion Rate & Engagement Metrics Through Layout & Page Design Testing
CRO: Increased Conversions & User Flow Via Layout & Design Testing
PPC Social: Increased Leads 29X Month over Month Through Social Lead Gen Testing
SEO: Increased Visibility & Registrations in 1 Year for B2B Auto Industry Client
PPC: Increased Leads 22x Over One Year for Wholesale Auto Dealer Platform
SEO: Improved Visibility & Drove Leads via Keyword Optimization & Data-Driven Content Development
CRO: Significant Increase in Mobile Registration Rates Through Copy and Design Testing

There are several key metrics that are important for assessing performance and making data-driven decisions. Here are some of the most popular ones:

  1. Monthly Recurring Revenue (MRR):

    • Measures the predictable and recurring revenue generated from subscriptions on a monthly basis.

  2. Customer Acquisition Cost (CAC):

    • The total cost incurred to acquire a new customer, including marketing and sales expenses, divided by the number of new customers acquired within a specific period.

  3. Customer Lifetime Value (CLTV or LTV):

    • Predicts the total revenue a customer is expected to generate throughout their relationship with the company. It helps in determining the long-term profitability of acquiring a customer.

  4. Churn Rate:

    • Measures the rate at which customers cancel or do not renew their subscriptions over a given period. High churn can indicate issues with product-market fit or customer satisfaction.

  5. Conversion Rate:

    • Tracks the percentage of website visitors or leads that convert into paying customers. It’s a vital metric for evaluating the effectiveness of marketing campaigns and sales efforts.

  6. Average Revenue Per User (ARPU):

    • Calculates the average revenue generated per user over a specific period. ARPU helps in understanding the value individual customers bring to the business.

  7. Customer Engagement Metrics:

    • Metrics like user engagement, product usage, and feature adoption rates provide insights into how actively customers are using the SaaS product and can indicate overall satisfaction and potential for upselling.

  8. Net Promoter Score (NPS):

    • Measures customer loyalty and satisfaction by asking customers how likely they are to recommend the product to others. It’s a valuable indicator of customer sentiment and can influence brand reputation and growth.

  9. Lead-to-Customer Conversion Rate:

    • Tracks the percentage of leads that ultimately convert into paying customers. It helps in assessing the effectiveness of the sales funnel and lead nurturing strategies.

  10. Return on Investment (ROI):

    • Evaluates the profitability of marketing campaigns and initiatives by comparing the revenue generated to the costs incurred. It’s essential for optimizing marketing spend and maximizing returns.

Working with a B2B SaaS marketing company offers several distinct benefits compared to a regular marketing agency:

  1. Specialized Expertise: B2B SaaS marketing companies have specialized knowledge and experience in marketing software as a service (SaaS) products. This expertise allows them to understand the unique challenges and opportunities within the industry, leading to more effective strategies and campaigns tailored to SaaS businesses.

  2. Understanding of SaaS Metrics: B2B SaaS marketers are familiar with key metrics such as customer lifetime value (CLV), customer acquisition cost (CAC), and churn rate. They know how to optimize these metrics to drive sustainable growth for SaaS companies.

  3. Knowledge of SaaS Sales Funnel: B2B SaaS marketing companies understand the intricacies of the SaaS sales funnel, from lead generation to customer retention. They can develop strategies that align with each stage of the funnel to maximize conversions and revenue.

  4. Tech-Savvy Approach: B2B SaaS marketers are tech-savvy professionals who are proficient in leveraging digital tools and platforms to reach and engage with target audiences effectively. They stay updated on the latest trends and technologies in the SaaS space to ensure their strategies remain cutting-edge.

  5. Focus on ROI: B2B SaaS marketing companies prioritize return on investment (ROI) and are adept at tracking and analyzing campaign performance. They use data-driven insights to make informed decisions and continuously optimize marketing efforts for maximum ROI.

  6. Integration with SaaS Platforms: B2B SaaS marketing companies often have experience working with popular SaaS platforms such as HubSpot, Salesforce, and Marketo. This familiarity allows for seamless integration and optimization of marketing automation and analytics tools.

  7. Industry Connections: B2B SaaS marketing companies may have established relationships with industry influencers, thought leaders, and media outlets relevant to the SaaS space. Leveraging these connections can help amplify a SaaS company’s brand presence and credibility.

  8. Agility and Flexibility: B2B SaaS marketing companies are accustomed to the fast-paced and dynamic nature of the SaaS industry. They are agile and adaptable, able to quickly pivot strategies in response to market changes or shifts in customer behavior.

A B2B SaaS marketing agency specializes in providing marketing services specifically tailored to Software as a Service (SaaS) companies that primarily target other businesses (B2B). These marketing agencies offer expertise in digital marketing, content marketing, lead generation, branding, and customer acquisition strategies, all customized for the B2B SaaS landscape.

Importance of B2B SaaS Marketing Agencies:

  1. Specialization: They understand the nuances of marketing in the SaaS industry, allowing them to develop tailored strategies that resonate with B2B audiences.
  2. Efficiency: Focused solely on B2B SaaS, they deliver highly efficient marketing campaigns, leveraging industry-specific best practices and insights.
  3. Scalability: They help SaaS companies scale their marketing efforts to reach new customers and expand into new markets, driving sustainable growth.
  4. Expertise in Customer Acquisition: They excel in customer acquisition strategies, attracting high-quality leads and converting them into paying customers.
  5. Measurable Results: With a data-driven approach, they track and measure campaign performance, providing actionable insights to optimize strategies and maximize ROI.

Read below a list of some things that are not generally known within the B2b Software as a Service space:

  1. Customer Journey Mapping: Understanding the complex path B2B buyers take from awareness to purchase involves extensive mapping and analysis, often involving multiple stakeholders and decision-making layers.
  2. Persona Development: B2B SaaS marketing dives deep into creating detailed buyer personas, which encompass not just individual traits but also organizational roles, pain points, and buying motivations.
  3. Content Mapping Across Funnel Stages: Content strategies in B2B SaaS marketing extend beyond awareness-building to nurturing leads through various funnel stages, from consideration to decision-making.
  4. Account-Based Marketing (ABM): ABM strategies in B2B SaaS focus on targeting entire accounts rather than individual leads, requiring precise alignment between marketing and sales efforts.
  5. Value-Based Messaging: Effective B2B SaaS marketing communicates the value proposition in terms of business outcomes and ROI rather than just product features.
  6. Long Sales Cycles: Unlike B2C SaaS, B2B sales cycles tend to be longer due to complex buying processes, multiple decision-makers, and regulatory considerations.
  7. Integration with Sales Teams: B2B SaaS marketing works closely with sales teams to ensure alignment on messaging, lead handoff processes, and customer engagement strategies.
  8. Thought Leadership and Authority Building: Establishing thought leadership through content, industry insights, and expert commentary plays a crucial role in gaining trust and credibility in the B2B SaaS space.
  9. Retention and Upselling Strategies: B2B SaaS marketing doesn’t end with acquisition; it involves ongoing efforts to retain customers, drive usage, and upsell additional products or features.
  10. Data-Driven Optimization: B2B SaaS marketers heavily rely on data analytics to track and optimize every aspect of their campaigns, from lead generation to customer retention.
  11. Channel Diversification: B2B SaaS marketing utilizes a mix of channels beyond traditional digital marketing, including events, webinars, industry partnerships, and targeted outreach.
  12. Regulatory Compliance: Compliance with data privacy regulations like GDPR and CCPA is critical in B2B SaaS marketing, requiring careful handling of customer data and consent management.
  13. Customer Success Collaboration: Marketing collaborates closely with customer success teams to gather insights, address customer pain points, and drive advocacy through case studies and testimonials.
  14. Internationalization Challenges: Expanding into international markets brings unique challenges in terms of localization, cultural nuances, and adapting marketing strategies to diverse audiences.
  15. Continuous Innovation: B2B SaaS marketing requires a culture of continuous innovation to stay ahead in a rapidly evolving landscape, including experimenting with new channels, technologies, and strategies.

When seeking B2B SaaS marketing services, companies should consider a range of factors to ensure they find the right fit. Here’s a comprehensive list of important questions to ask:

  1. Experience and Expertise:

    • What experience does the agency have specifically with B2B SaaS companies?
    • Can they provide examples of successful campaigns or clients in the B2B SaaS space?
    • What specialized expertise do they have in digital marketing strategies for SaaS products?

  2. Target Audience Understanding:

    • How do they conduct research to understand our target audience and buyer personas?
    • Can they demonstrate a deep understanding of the B2B SaaS industry and its nuances?
    • What tactics do they use to tailor marketing efforts to our specific target audience?

  3. Content Strategy:

    • How do they approach content creation for B2B SaaS products?
    • What types of content do they recommend for each stage of the buyer’s journey?
    • Do they have experience creating educational content around complex SaaS solutions?

  4. Lead Generation and Conversion:

    • What strategies do they employ for lead generation in the B2B SaaS space?
    • How do they nurture leads and move them through the sales funnel?
    • Can they provide examples of successful lead generation campaigns for similar clients?

  5. Marketing Technology Stack:

    • What marketing tools and technologies do they use, and how do they integrate with our existing systems?
    • Are they proficient in utilizing marketing automation platforms and CRM systems commonly used in B2B SaaS?

  6. Data Analysis and Reporting:

    • How do they measure and analyze the performance of marketing campaigns?
    • Can they provide insights into how they use data to optimize strategies and improve ROI?
    • What reporting frequency and format do they offer, and what key metrics do they track?

  7. Alignment with Sales:

    • How do they ensure alignment between marketing and sales teams to maximize lead conversion?
    • Do they have experience working with sales enablement strategies for B2B SaaS products?
    • Can they provide examples of successful collaboration between marketing and sales departments?

  8. Agile Approach and Flexibility:

    • How adaptable are they to changes in the market or shifts in our business goals?
    • Do they follow an agile marketing methodology, and how do they handle iterations and optimizations?

  9. Client References and Testimonials:

    • Can they provide references from other B2B SaaS clients?
    • What do their existing clients say about their services and results?

  10. Cost and Budget Allocation:

    • What is their pricing structure, and how do they allocate budget across different marketing channels?
    • Are there any hidden fees or additional costs we should be aware of?

  11. Long-Term Strategy:

    • What is their approach to long-term marketing strategy and sustainability for B2B SaaS companies?
    • How do they envision our marketing efforts evolving over time?

  12. Communication and Collaboration:

    • What is their communication style and frequency of updates?
    • How do they collaborate with internal teams to ensure transparency and alignment?

  1. Expertise and Experience:

    • Look for agencies with a track record in B2B SaaS marketing.
    • Check their portfolio and client testimonials for evidence of successful campaigns.

  2. Understanding of B2B SaaS Market:

    • Ensure the agency understands the nuances of the B2B SaaS market, including buyer personas, industry trends, and pain points.

  3. Services Offered:

    • Evaluate the range of services offered, including SEO, PPC, content marketing, email marketing, and social media management.
    • Assess if they offer specialized services tailored to SaaS, such as trial conversion optimization or customer retention strategies.

  4. Data-Driven Approach:

    • Choose an agency that emphasizes data-driven decision-making.
    • Inquire about their use of analytics tools and methodologies for measuring and optimizing campaign performance.

  5. Alignment with Goals and Values:

    • Ensure the agency’s values align with yours and that they understand your business goals.
    • Seek a partner who is willing to collaborate closely and adapt strategies based on your evolving needs.

  6. Innovative Strategies:

    • Look for agencies that stay abreast of emerging trends and are willing to experiment with innovative marketing strategies.
    • Ask about their approach to leveraging new technologies or platforms for B2B SaaS marketing.

  7. Client Communication and Transparency:

    • Assess the agency’s communication style and frequency.
    • Ensure they provide regular updates on campaign progress, challenges, and opportunities.
    • Look for transparency in reporting, budget allocation, and strategy adjustments.

  8. Budget and ROI:

    • Consider the agency’s pricing structure and whether it aligns with your budget.
    • Evaluate the potential ROI of their services based on past performance and projected outcomes.

  9. Team and Resources:

    • Assess the qualifications and experience of the agency’s team members, including marketers, strategists, and analysts.
    • Inquire about their capacity to handle your account effectively and efficiently.

  10. Client Support and Success:

    • Seek references from current or past clients to gauge satisfaction levels and overall success.
    • Inquire about the agency’s approach to client support and how they handle challenges or setbacks.

Here’s a list of common problems when selecting B2B SaaS marketing services:

  1. Lack of understanding of the B2B SaaS market nuances.
  2. Limited experience in marketing to B2B audiences specifically.
  3. Difficulty in aligning marketing strategies with the unique value propositions of the SaaS product.
  4. Inadequate knowledge of the competitive landscape within the B2B SaaS industry.
  5. Challenges in creating effective messaging that resonates with B2B decision-makers.
  6. Insufficient expertise in leveraging digital marketing channels preferred by B2B buyers.
  7. Issues with accurately targeting the right B2B audience segments for the SaaS product.
  8. Problems with optimizing marketing efforts to generate qualified B2B leads for the sales team.
  9. Lack of integration between marketing automation platforms and SaaS product systems.
  10. Difficulty in measuring and attributing marketing ROI in the context of B2B SaaS sales cycles.
  11. Inability to adapt marketing strategies to the evolving needs and trends within the B2B SaaS market.
  12. Challenges in building trust and credibility with B2B decision-makers through marketing efforts.
  13. Problems with effectively nurturing leads through the complex B2B SaaS sales funnel.
  14. Limited understanding of regulatory compliance requirements specific to marketing B2B SaaS solutions.
  15. Difficulties in scaling marketing efforts alongside the growth of the B2B SaaS business.
  16. Insufficient resources or budget allocation for comprehensive B2B SaaS marketing campaigns.
  17. Issues with maintaining brand consistency and messaging coherence across various marketing channels.
  18. Lack of agility in responding to market changes and competitive shifts within the B2B SaaS industry.
  19. Challenges in differentiating the SaaS product from competitors in a crowded B2B market.
  20. Problems with aligning marketing goals and KPIs with broader business objectives for the B2B SaaS company.

When you search for B2B SaaS Marketing Services or B2B SaaS Marketing Agencies, you can find the following competitors: Smartbug Media, Kalungi, Huemor, Skale, Ninjapromo, SimpleTiger, IronPaper, Animalz, and Roketto. 

However, keep in mind that there are a lot of nuances when discussing B2B SaaS companies like quality of work, communication cadence, ability to pivot when needed, adjusting the consulting strategy based on the channel audits and your business goals.

Reach out to the (un)Common Logic team and request a free digital marketing audit to see how we can help your business to attract more of their most profitable consumers.