With your value proposition defined you’re ready to start generating B2B leads for your SaaS.
A B2B SaaS sales strategy consists of campaigns across different marketing channels, all with the aim of generating awareness and leads for your SaaS brand.
By defining your sales strategy at an early stage you can set clear goals and targets to monitor the success of individual campaigns.
Choose Your Marketing Channels
Your sales strategy should include some if not all of the following marketing channels.
Networking and events
Going out and meeting potential customers in the real world at industry events and gatherings. Often overlooked by SaaS brands, this is a great opportunity.
But, to be good at B2B SaaS sales networking you need to define who you want to be talking to right away. If you’re going to events and talking to everyone, there is a strong likelihood you’ll waste time speaking to people who aren’t qualified. So, always define your ideal customer before venturing into the networking space.
Also, sharpen up your networking skills if you can. Books like "How to Win Friends and Influence People" are great starting points to develop your interpersonal toolkit.
If you can’t seem to find the time to go to the necessary events, you can always utilize someone else’s network by creating a SaaS affiliate program.
Sending carefully crafted email campaigns to your target customers with a sales team retargeting with calls or follow-up emails can produce great results in a short time span. This is ideal if you’re trying to get your first users.
Cold outreach is still and will always be an effective B2B Saas sales strategy regardless of who your customers are. It’s not uncommon to believe cold outreach is dead, but it’s far from that. You just need to be strategic.
Follow-up is king with cold outreach, especially when your first touchpoint is an email. This means you need to have your sales team immediately following-up with any leads that interact with your campaigns. Never leave a potential lead lingering for too long.
Once you have them in a conversation, you can start pushing them further down your sales funnel all the way to the close.
PPC (pay per click) campaigns let you hone down on your audience. They’re expensive but they give clear measurable data.
The great thing about adding PPC campaigns to your B2B SaaS sales strategy is you can capture attention at the perfect time. This is particularly true with Google Ads.
As Google is an intent-driven platform, there’ll be potential customers searching for your product or investigating topics around the problem you solve. This allows you to place an ad in front of them that can provide an instant solution. Makes sense doesn’t it?
And when you combine PPC with content marketing and SEO, you create a deadly SaaS sales strategy that covers multiple angles. As you’ll be capturing attention across multiple digital channels.
SaaS content marketing involves solving problems with carefully curated content that fits users perfectly into your sales process. In the world of B2B Saas sales, it is a tried and tested mechanism for pulling in new customers.
With the large number of platforms that exist, you need to be creating targeted content that speaks to your ideal customer. This could be through several different media types, such as videos, blogs, or podcasts.
The real trouble with content marketing is it takes a while to create. If you’re a SaaS founder trying to get the wheels turning, you might lack the time needed to produce content. But, you can use repurposing to create one piece of content and have it chopped and changed to suit multiple platforms at once. Which can save you and your team time and resources.
A great example of a SaaS company utilizing content marketing is Hubspot. They pioneered the approach and now have a huge number of content assets that generate leads every month like clockwork.