For a SaaS product, the journey from brand awareness to acquiring a new customer is very different to that of virtually every other type of marketing out there.
More often than not, a SaaS product is a B2B company and so, their marketing is aimed at other businesses in the hope of improving their overall business efficiency, customer satisfaction, productivity and revenue. With B2B marketing there is added complexity due to the lengthy sales cycle and high level of input needed from multiple parties within a company to approve any new software.
Regardless of whether a company is B2B or B2C, the main aim of a SaaS marketing strategy is customer retention, whereas more traditional companies focus heavily on customer acquisition. Unlike a physical product that is a one-time purchase, marketing a digital product requires you to convince a user that your tool deserves to be an integral part of their daily life, whether that is for work or play. A SaaS product is never a one-time purchase, it is constantly evolving and relies on ongoing customer subscriptions to generate revenue, so customer retention is a must.
In this infographic, we discuss the 9 staples of a SaaS marketing strategy:
Competitor comparison landing page
Offer free trials
Optimise your website for lead conversions
PPC and social ads
Personalised email campaigns
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