(2022) B2B SaaS Sales A Complete Guide

Denis Shatalin
Founder Coach, Serial Entrepreneur
SaaS has revolutionized the way businesses operate. I work closely with founders who have transformed their SaaS startups into global brands, by helping them understand how to provide value to their clients.

I use a scalable system that questions and defines all the things your SaaS brand needs to start working with large corporations and industry leaders. Better yet, I’m going to share that exact system with you below.

If you want to grow your SaaS brand with a simple sales strategy and scalable systems, follow this complete guide on B2B SaaS sales based on years of experience, failure, testing, and success.

Define your SaaS offering

Identifying exactly what your solution is, who your target customer is, and how your offering can help this customer is key to any successful SaaS sales strategy.

B2B SaaS sales is a buyers market, competition is high and business owners are bombarded with digital solutions for their business.

Understanding what your SaaS provides from the point of view of your user will allow you to clearly and concisely display your value proposition.

Any incongruity between your offering and your real-life solution will hamper your strategy, processes, onboarding, and user retention further down the line.

Perfect your value proposition

Once you’ve defined your offering you need to translate exactly how your SaaS can help businesses grow their sales.

You’ll need to use empathy and have a deep understanding of your customer's problems to refine your value proposition.

I recommend using a professional copywriter and feedback from your target market to ensure your value proposition clearly communicates what your SaaS does and how it helps the user.

This example of a B2B SaaS landing page from Churnkey shows exactly what it can offer its users. Striking headline, clear explanation, and even a statistic to emphasize the value it provides.

If you need help perfecting your landing pages check out my guide on building SaaS landing pages that convert.

How to create a B2B SaaS Sales strategy

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.

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.
  • Cold outreach - Carefully crafted email campaigns delivered to your target customers and a sales team retargeting with calls or follow-up emails.
  • PPC campaigns - PPC (pay per click) campaigns let you hone down on your audience. They’re expensive but they give clear measurable data.
  • Content marketing - Solving problems with carefully curated content that fits users perfectly into your sales process.
  • SEO - Using search engine optimization to increase your visibility on search engines for keywords relevant to your SaaS.
  • Social media - Marketing your B2B SaaS on social media platforms. Often referred to as ‘social selling’, less effective for B2B but still a powerful tool.

If you’re just starting out, work backwards, starting from what you already have. If potential customers are already within your network, reach out to them about your new tool. With this in mind, focus on one sales channel until you gain enough traction to start focusing on a new one. Otherwise, a scattershot approach can look clumsy and amateurish. You don’t want to look like a headless chicken running around, not knowing what to do next.

An effective strategy will drive qualified leads directly into different stages of your sales cycle. By optimizing and reducing your acquisition costs throughout your sales strategy you drive up your ROI on marketing.

The B2B SaaS sales cycle

The sales cycle refers to the process by which a lead is turned into a customer. This can take much longer in B2B sales where purchases can require several decision makers.

A great B2B SaaS sales cycle should have the following:


  • Sales strategy driving consistent but measured leads - Your sales strategy should match your ability to sell. If the later stages of your sales cycle have limitations, ensure you don’t overload your sales team.
  • Qualification processes - Great SaaS brands work with businesses they know they can help. Create a system to evaluate where leads fall into your ICP (ideal customer profile) and identify your tolerances outside it.
  • Live demos - Demos showcasing how your SaaS can help someone’s business in real-time are sales gold. Demonstrating your value proposition by physically or virtually demoing with decision-makers is often a deal closer.
  • A strong close - Any sales cycle requires a strong close. Digital sales funnel or face-to-face meeting your close will make or break your whole business.

I really can’t emphasize how important the close is here. Sales strategies cost money and B2B software sales is an expensive niche to operate in.

If you need help perfecting any stage of the SaaS sales cycle or unlocking a tested, proven closing method head over to SaaS Camp.

Sometimes selling SaaS requires a human touch

The SaaS industry as a whole is notorious for leaning on landing pages, email campaigns, PPC, and digital marketing. The thought of talking to customers is daunting for some, but a real human connection can go a long way in B2B software sales.

As Paul Graham famously wrote, do things that don’t scale. Go out there and make sure you have a pulse on the market, including what your first SaaS customers want, the issues that people have with your direct competitors, and the positioning that can effectively lead you to your target customers.

Physical or virtual, the main goal of any customer communication should be to truly understand their problem and make it your goal to solve. As a new SaaS founder, you need to be on the ground and do the selling, until you can hire someone to do it better than you.

At the same time, I also recommend incentivizing your client base, friends, and fans of your work to refer your SaaS platform to everyone else. Offering them a generous commission rate might even encourage word-of-mouth referrals!

Perfect your SaaS sales onboarding

Onboarding is key to any great sales cycle. The experience a user receives after becoming a customer should mirror or exceed the previous.

Migration is going to be a key factor and reducing any friction with day-to-day operations is paramount.

Provide 1-1 support for activation and configuration of your SaaS. Smooth uptake of your solution and applications will be key to maintaining customers in the future.

Understand your highest-paying customer segments and most lucrative onboarding flows. For instance, Ghost managed to increase their conversions by 1000% just by optimizing the flow for their highest-paying customers.

Focus on user retention and upselling

Hold on to your customers, they have untold value as ambassadors and provide you with invaluable data about the people that use your SaaS.

Your customers are the most valuable data you have, your sales strategy should be constantly molded to target characteristics displayed by your users.

At the same time, you also need to create a pricing model that encourages up/crossells without being too scummy. After all, if your customers want to 10x their product usage by using more of a tool, let them! LowFruits’s credit-based pricing model is a great example of this. If customers want to make more searches, they’ll just have to pay for more credits!

Focus on upselling to clients that are already happy with what you have to offer. Reply urgently to those that want to do more business with you. Create a sales script to systemize the process.

In fact, according to the Pacific Crest SaaS Survey, it costs 68% more to get $1 from a new customer than to upsell, and 9x more costly to acquire new customers than to retain current ones.

Feedback from your customers is the best way to improve your brand as a whole.

I’m guilty of not listening to user feedback and it nearly cost me my start-up. In the end, it was the personal relationships I’d built with my users that saved my brand. Learn from my mistakes and my success, listen to feedback, build relationships, and adapt your offering.

How to monitor your B2B SaaS sales from start to finish

Tracking the performance of your whole sales cycle will highlight potential weak spots and areas that can be improved.

I’ll give you a brief overview of some of the KPIs you should be tracking for the SaaS sales cycle stages.

Sales strategy

Depending on your marketing channels you’ll want to track some key pieces of data surrounding lead acquisition. PPC, social media, and SEO provide great data on how many people see and click on your ads or pages.

  • For PPC I like to track CPC (cost per click) and conversion rate when they reach my ad (how many people actually take action on my landing page). I focus on tracking particular keywords for SEO and monitoring my position on search engine pages for search terms that relate to my SaaS.

  • For social, I like to track the number of prospects that have DM’ed me or found me online through search. Salesy content on Twitter or LinkedIn gets low engagement, so I recommend just having fun and providing value by building in public and sharing memes. Just follow Dagobert Renouf for a masterclass on meme marketing, which he utilized to grow Logoloy. It’s fun, silly, and, most importantly, damn lucrative.

https://twitter.com/dagorenouf/status/1521510711331110914


  • For SEO, track your conversions for pages that get reliable traffic. As a starting SaaS founder, this isn’t a priority, but once you have enough customers, SEO can help you reliably get clients. Down the line, it’s worth measuring the number of inbound leads you get and conversion rate from your pages.

Qualification, demos, closing

All of these stages should organically roll on to the next until the eventual close. I always monitor any loss of interest throughout this process. Leads going cold or consistent sticking points. Identify where you’re losing leads and plug the gap. Getting feedback from users who left during the sales cycle is hard but they normally hold the answer to your issues.

B2B SaaS sales is a continuous process

The primary takeaway here is your B2B SaaS sales should be a fluid process that’s constantly being monitored, optimized, and improved at every step of the way.

I don’t believe any SaaS has ever launched with a perfect sales process but over time they look at their data and identify where they can improve until they have the best possible iteration of their original model.

I've already helped numerous SaaS founders fix their sales funnels such way that the whole week got booked with demo calls. If you want to get your SaaS to the next level, apply for SaaS Camp accelerator today.
Get my proven user acquisition tactics to grow your startup's revenue
Put your email below and I'll send you tactics which add thousands in revenue for startup founders each week.
✋ Hey, it's Denis! Thanks for reading :) Want help with your startup or to have a chat? Just reach out to me on Twitter, Email or LinkedIn.