Formulating your SaaS marketing plan? There's something you need. By @Adam_Ketterer.
Readers of the B2B PR Blog will already appreciate that B2B marketing, though it shares family traits with its consumer-facing cousin, is a unique discipline. When we delve deep and look at individual B2B markets, it becomes more difficult to identify the best marketing strategies to employ.
The software as a service (SaaS) market is a prime example: SaaS providers face a particular set of challenges when engaging with potential buyers. It's tricky work, but the pay-off can be lucrative. A growing number of B2B SaaS startups are developing apps that streamline everything from sales and finance to HR and marketing, as businesses move more of their management systems to the cloud. According to Gartner, the cloud technology market will be worth $22.1 billion by 2015.
If you're looking for a slice of that rather large pie but lack the marketing equivalent of a cake-cutter, help is at hand. The utensil you need is The SaaS Marketing Formula, a free resource that will teach you:
1. How SaaS marketing differs from traditional B2B technology marketing
2. How to implement the B2B SaaS Marketing Formula to generate leads and gain market share
3. How to avoid the common marketing mistakes made by SaaS companies
The Formula outlines unique challenges faced by those who provide SaaS marketing services and gives tips on how to overcome them in the lead generation process.
Challenge 1: Overcoming the IT department’s objections
Challenge 2: Securing customer loyalty
Challenge 3: Reaching high volume, lower value customers
For many business decision-makers, ‘the cloud’ as a concept is big, fluffy and easy to get lost in – much like, well, you know... But, as The SaaS Marketing Formula explains, the business of buying cloud-based services is in principle the same as any other B2B procurement process. The B2B buying cycle can be broken down, and marketing strategies developed for each of the following stages in the cycle:
As well as advice on what strategies your B2B SaaS marketing plan should contain, the Formula has tips on what you definitely shouldn't be doing. You'll learn how to avoid some common and costly mistakes such as:
The B2B PR Blog is a resource for both PR professionals and people working in B2B industries on how to devise and implement successful B2B PR campaigns. The blog is managed by b2b pr specialist Heather Baker, founder TopLine Comms, an inbound marketing and B2B content marketing agency and takes contribution from anyone sensible in the industry with something intelligent to say. Follow Heather on Twitter @TopLineFounder or contact her via email on [email protected].
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