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5 min read


A Complete Guide to B2B SaaS Marketing


When you developed your software for other businesses to use, you did it with a particular purpose in mind. You saw a need that hindered the industry and you wanted to help so you put your technical skills to the test to make companies more productive and less prone to wasting time and money.

So, you’ve created great software … But who knows it exists?

In this guide, we’ll give you a primer for successfully marketing your B2B SaaS company so those businesses that desperately need your solutions can find them. 

We’ll walk through the top B2B SaaS marketing tips you need to know to grow your company’s reach:

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B2B SaaS Websites


Your website’s homepage is the most powerful statement of your brand. It needs to be a space that’s simple, resourceful, and beautiful. When visitors first arrive on your website, they need to quickly identify what problem your software solves, how it works, and how to purchase it. 

Great software is technical, precise, and efficient. Your website’s design and messaging should be likewise.

To do this, avoid using flowery language or crowded imagery. Instead, simply present your software in a way that delights the reader and communicates quickly what it is your software does and why it will help your visitors’ business.

In very brief terms, your website messaging should:

  • Empathize with your ideal customer’s problem
  • Explain how your SaaS solution solves your customer’s problem
  • Provide a clear path to getting started with your software

The rest of your website serves as a helpful content-driven resource that attracts, engages, and delights your visitors. This means providing helpful content for your ideal customer at each stage in their buyer’s journey.

Related Content: How Great B2B SaaS Websites Drive Traffic and Capture Leads




B2B SaaS Copywriter

People coming to your website are there because they have a need that your software can meet. They’re aware of their business’ inefficiencies, but they’re unaware of how to solve them. The right website content helps your ideal customer understand how a SaaS solution can solve their problem and then introduces the reader to your specific brand. 

Wherever your readers are in the buyer’s journey, your website needs content that assists visitors at every stage: awareness, consideration, and decision.

This means having a wealth of content such as:

  • Blogs
  • eBooks
  • Case Studies
  • Workbooks
  • Webinars
  • Videos
  • Interactive Media

Each piece of content should guide visitors through the buyer's journey. Along the way, your content (if done right) will drive website traffic, build brand awareness and authority, and increase new leads.

But your content simply can’t be engaging and easy to read, although that is an integral part of it. When it comes to online marketing, your copywriting must also be engaging to search engines and their algorithms.

Related Content: Boost Company Discovery and Recognition with a B2B SaaS Copywriter


Just as important as making content engaging for your human readers, your SaaS company will also need to master search engine optimization (SEO). This means organizing your content in a way that appeals to sites like Google and including keywords that are being searched by your potential customers in your copy.

Simply put, without an SEO strategy, it won’t matter how good your copywriting is because search engines won’t know who to put the content in front of.

To effectively implement a great SEO strategy for your B2B SaaS company, you’ll need to do keyword research and tactically place targeted keywords throughout your content. 

You’ll need to ask yourself these types of questions:

  • What keywords are my potential customers searching for? Are there any industry buzzwords I should be aware of?
  • How much competition is there for those keywords?
  • Is my website authoritative enough to compete for those keywords?

By answering these questions, you can effectively gameplan your SEO strategy, ensuring that you’re driving organic traffic to your website.

Related Content: Strategy for B2B SaaS SEO 

B2B SaaS Inbound Marketing

With strategic content and great SEO, your website can now draw organic traffic. This is known as inbound marketing. Rather than casting a wide net through an elaborate advertising strategy (i.e., outbound marketing), inbound marketing is about your potential customers coming to you on their own terms.

With an inbound strategy, your B2B SaaS company lures in business decision-makers who need your software by being helpful, non-intrusive, and transparent.

What an inbound strategy means is that the leads you inevitably acquire are ones who actually need and genuinely want your software solution.

Related Content: Best Approaches to B2B SaaS Inbound Marketing


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B2B SaaS Lead Generation

How do you convert this inbound marketing traffic into leads for your SaaS company?

Recall one of the key points from your website homepage: helping visitors understand how to get started. This is what marketers term the call-to-action or CTA. Your website has drawn in visitors, educated them, answered their questions, and now they need to know how to get started. How do they purchase your software solution?

Your calls-to-action can be several things, depending on where your website visitor is at in the buyer’s journey. Of the various CTA’s you can use, asking potential customers to submit their contact information is the most important for B2B SaaS marketing.

To convert leads, then, your website content should have plenty of opportunities for visitors to invite you to their mailbox. That’s the beauty of inbound lead generation: your potential customers will want you to talk with them.

But as you convert visitors into leads, you must be doing it in both the right and legal way.

Related Content: How to do B2B SaaS Lead Generation

GDPR for B2B SaaS Companies

As is well known, marketers felt quite the squeeze a couple of years ago when the EU implemented its consumer privacy and protection legislation, known as GDPR. In short, this legislation protects consumers from unwanted and unsolicited communications from businesses.

The EU wasn’t the first or the last to implement these types of regulations. Canada has a similar law, CASL, and various states in America are enforcing their own consumer protection laws as well.

What does this mean for your B2B SaaS company?

To remain compliant with consumer privacy protection laws, you need to ensure you’re acquiring consent when sending emails, making phone calls, and handling the data you obtain.

Fortunately, if you’re converting leads through the inbound methodology, then this consent is acquired when your visitors fill out a form on your website. All that is needed is to ensure your website cookies have the proper phrasing and settings.

Additionally, GDPR and other regulations provide some exemptions for B2B companies if you’re still dependent on cold marketing outreach.


Related Content: GDPR and Your B2B SaaS Company


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B2B SaaS Sales Strategy

You’ve built a beautiful and informative website that’s driving traffic and converting leads through enticing content offers. Now, how do you implement your sales strategy?

It’s true; no one knows your software better than you. No one can talk it up like you can. But does the way you talk about your software speak to the direct concerns of those who need it? Just like the content on your website, the way you sell your software needs to be organic, relational, and transparent.

To market your B2B SaaS company most effectively, you need to have excellent brand positioning and messaging.

Your sales strategy, then, needs to be part of the ongoing conversation your visitors have had in interacting with your content.


B2B SaaS Marketing Agency

If you need help executing these tips and best practices, our team at Open Path Digital can help! We specialize in working with B2B SaaS companies to get their website, messaging, marketing, and sales strategy right. Our methods have been proven to work. In fact, one of our clients was able to boost their lead generation by 25x and increased new business quotes by 19x.

Does your B2B SaaS company need a similar boost? If so, let’s talk. We’d love to hear about what your software does and how Open Path Digital can help you get your message out to your target audience.


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