The Software as a Service (SaaS) industry is one of the most essential industries in the world and is becoming more complex than general customer marketing. Of course, we don’t mean that customer marketing is easy. However, it is relatively more traditional than SaaS marketing.
Many people are not familiar with the proper strategies for selling non-physical products. As selling these products can have some challenges, SaaS marketing becomes even more challenging.
What is SaaS Marketing?
Let’s start with the basics of SaaS Software as a Service or SaaS allows users to use cloud-based applications. Companies or users contract SaaS applications for various purposes.
SaaS marketing is nothing more than the process of marketing these apps. Marketers use a variety of strategies to sell SaaS software and achieve the highest possible conversion rates. However, there are some important challenges in this research. First, SaaS tools aren’t physically present, and it’s not easy to sell something that doesn’t physically exist. Furthermore, we live in a world where SaaS platforms are constantly evolving. With the latest features and updates released daily, marketers struggle to define even their simplest payment app before releasing the next version. If your company sells software, you need to follow the right SaaS marketing strategy to get more customers and, ultimately, higher conversions.
But how do you start? And more importantly, how do you overcome these three biggest SaaS marketing challenges?
Let’s find out!
The three biggest SaaS marketing challenges
The following are the top three marketing challenges faced by SaaS marketers.
- Earn customer loyalty
- Get noticed
- Conventional candidate management
If your company faces the same challenges as B2B SaaS marketing, you can rightly say you’re doing it right. Its presence is quite common. After working with several B2-B companies, ranging from 2 million annual sales to 2 billion, you will find that most of them face the same challenges as above.
The demand for cloud-based services is increasing day by day. And it ended up leading to thousands of SaaS companies around the world. Silicon Valley locales are seeing the emergence of several new SaaS providers, from government agencies to small and medium-sized businesses.
As a result, competition is increasing at an incredible rate and niches are getting overcrowded. Let’s say you don’t invest in improving your company’s digital presence, brand identity, and messaging. So you have more chance of drowning in the current market sea, where new companies are added every day.
Here’s how to tackle these big SaaS marketing challenges:
As a SaaS marketer, analyze your strategy by asking the following question: How can your company meet customer needs in areas that your competitors don’t target?
The SaaS market is constantly evolving and even the smallest improvement in functionality or design on the competitor’s platform is enough to put your company’s leadership to sleep.
Traditionally, most SaaS marketers sell their products by convincing companies that they have a problem and that only our SaaS platform can solve it. But now things have changed and there is a lot to compete with.
Earning Customer Loyalty
There was a time when data migration was one of the most challenging tasks for SaaS marketers. Fortunately, we spent that time. Today’s businesses can easily migrate data from their existing system to the cloud. They will also have a painless process to deal with after the migration.
But here’s a trick! If you can do it easily, so can your competition. This greatly increases the importance of acquiring and retaining customers. And that’s why you need an effective SaaS marketing strategy that focuses on increasing customer engagement and loyalty.
Conventional complaints management
Many industries have not yet embraced the benefits of cloud computing. However, if you approach them correctly, your next-generation SaaS platform can replace your existing software system.
Someone has spent years building this existing software system and is more likely to lose sleep over this acquisition. These people are, in most cases, the decision-makers and will not be willing to give up on the existing system. It will help you if you earn them to sell your product. Your strategy must withstand an onslaught of your objections. They might argue that data migration is so complex that it’s not worth the time and money, or even argue that the cloud isn’t secure enough. You have to do your homework and be prepared to face these obstacles.
So be excellent and well prepared. And chances are, you will convince them.
How to overcome SaaS marketing challenges?
Every SaaS provider should delve into all the important marketing concepts. But before we get started, it’s critical to know the customer journey. Help SaaS marketers implement and integrate an effective strategy that works well with all subsequent phases of the customer journey.
The reality is that there are hundreds of marketing strategies that can deliver great results. However, the following are the best when it comes to marketing your SaaS products.
Develop an effective content marketing strategy
Whether an online business, content marketing is one of the most important aspects of marketing. This can be beneficial for your SaaS business so your audience can understand the benefits of your product and improve their online presence.
You can also use various social media platforms to extend your approach and present the same information. Credibility, trust, and existence are critical aspects of any SaaS marketing niche, and content marketing is the most effective way to spread valuable information and gain trust.
Set realistic goals
Movement without direction is a total waste of time. Instead, all successful SaaS marketing strategies start with setting clear and realistic goals. For that, you need to know your business better. Then set achievable and specific goals, taking into account key metrics and KPIs. And finally, work on how marketing and sales teams can align for the best results.
Remember that bigger goals are harder to achieve. You can break them down into smaller parts to make the process easier.