{"id":26307,"date":"2022-03-16T01:20:07","date_gmt":"2022-03-16T01:20:07","guid":{"rendered":"https:\/\/directiveconsulting.com\/uk\/?p=26307"},"modified":"2024-05-23T07:40:59","modified_gmt":"2024-05-23T11:40:59","slug":"how-to-create-an-effective-saas-marketing-strategy","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/uk\/blog\/how-to-create-an-effective-saas-marketing-strategy\/","title":{"rendered":"How to Create an Effective SaaS Marketing Strategy"},"content":{"rendered":"

If you have an SaaS brand, you likely already know that you need a specialized SaaS marketing strategy if you want to grow your business, attract more leads, and convert clients.<\/span><\/p>\n

All the \u201cstandard\u201d marketing advice out there that talks about how to sell to consumers as a B2C or even as a B2B brand won\u2019t cut it. The customer journey is different, their buying process is different, and that means that your strategy needs to shift, too.<\/span><\/p>\n

Let\u2019s dive deep into everything you need to know about SaaS campaign management to create campaigns that will give you the growth momentum you need, including specific tactics to reach, convert, and retain clients.<\/span><\/p>\n

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How SaaS Marketing Is Different Than Standard B2B Marketing<\/span><\/h2>\n

SaaS marketing can overlap with B2B marketing, and there are similarities. You\u2019ve got a longer buying cycle compared to B2C,\u00a0<\/span>filled with more research<\/a><\/span>\u00a0and often personalized attention between the lead and the business. You also have the challenge that the end-user may be different from the decision maker who you need to sell to.<\/span><\/p>\n

That being said, the focus with SaaS marketing will be a push to a free trial (or, in some cases, a demo)\u2014 not a contract or a big purchase. The purchase isn\u2019t made upfront, it comes after. That\u2019s an entirely different and sometimes extra step in the sales funnel.<\/span><\/p>\n

Even once customers convert to a trial, there\u2019s also the possibility that they\u2019re testing multiple tools at once. You need to keep them engaged during that trial process to increase the odds of purchase\u00a0<\/span>and<\/span>\u00a0ideally upsell them to either an annual plan or a higher-than-base-level plan.<\/span><\/p>\n

And you don\u2019t just need to sell them\u00a0<\/span>once<\/span>. You need to continually ensure that they\u2019re happy and engaged continually, so that they\u2019re using the tool and finding value on an ongoing basis.<\/span><\/p>\n

This all requires a specialized marketing strategy and an understanding of SaaS campaign management.<\/span><\/p>\n

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Different SaaS Marketing Campaigns to Create<\/span><\/h2>\n

A crucial part of SaaS campaign management is understanding how different types of marketing can help at every stage of the digital sales funnel.<\/span><\/p>\n

These are a few core types of marketing to consider:<\/span><\/p>\n