Ultimate Guide to Creating a B2B SaaS Marketing Plan

B2B SaaS Marketing Plan


2023 appears to be a promising year for embracing SaaS, as the industry is expected to grow by 18% to $208.1 billion at year end, and 73% of organizations are either implementing or planning to implement SaaS.

Businesses operating under a SaaS model have a high chance of remaining in demand. However, as SaaS becomes more ubiquitous, the market will become increasingly competitive and crowded.

This implies two things: Firstly, it’s necessary to promote your SaaS products as they won’t sell themselves anymore. 

Secondly, you must enhance your digital marketing tactics to stay ahead of the competition.  Building an effective marketing plan is essential. After all, it’s what helps drive awareness, build relationships, and ultimately lead to conversions. 

That’s why we’ve put together this comprehensive guide for creating a successful B2B SaaS marketing plan — so you can succeed in reaching your end goal with as few headaches as possible.

In this blog post, we’ll break down every step of the process from setting objectives to crafting amazing content and executing it flawlessly. Keep reading to learn how!


How to Create a B2B SaaS Marketing Plan


Having a comprehensive B2B SaaS marketing plan is essential for success in today’s competitive business climate. Knowing who your buyers are and what strategies will best reach them is key, as is creating content that speaks to their needs.

Listed below are some important steps to help you create a comprehensive B2B SaaS marketing plan.


1. Define your target audience


The first step in creating a successful B2B SaaS marketing strategy is to clearly define your target audience. You should have a good understanding of who your buyers are, what they need, and how they prefer to research and purchase products. To achieve this, here are some things you need to do:


Conduct market research 


Conducting thorough market research is essential to ensure a plan that maximizes profits and minimizes waste. To do so, you need to:

  • Analyze historical trends in the industry. Understanding how industry trends as well as market and customer preferences impact a customer’s decision-making process ensures that all facets of the business and its offerings are taken into account when creating a plan.
  • conduct surveys or interviews with potential customers directly to gain isolated insights about what buyers will be looking for specifically with your tool. Researching and getting feedback from customers will help you understand how they interact with and perceive your business so you can create an effective marketing plan.
  • Utilize popular platforms like social media to help determine customer sentiments towards particular services or products. Be sure to utilize such tools judiciously as customer review data is only a limited picture of how your B2B SaaS offering may perform in the end.

The key to any good B2B SaaS marketing plan is understanding the needs, pain points, and behavior patterns of your target customer. Knowing what resonates most with your audience will help you create relevant marketing content or campaigns that are tailored to their specific needs.


Determine the specific industry and business size you want to target


Researching and analyzing the relevant market can help you build a focused plan that reaches your desired audience. This process starts with determining who would be interested in using your software – make sure you consider factors like location, company size, regulations, and customer needs.

Once you have determined the industries and business sizes of companies that are most likely to benefit from using your software, you can create messaging and content that speaks directly to them. In doing so, you will be able to get your message across in an effective way that increases awareness of your product among the market segments most likely to benefit from it.


2. Develop a marketing strategy


Once you have identified your target audience, it is time to develop a marketing strategy. You should consider how to best reach and engage with customers effectively while operating within your budget. Here are some steps to consider when developing a strategy:


Define your marketing goals and objectives


Creating a B2B SaaS marketing plan requires setting specific goals and objectives to ensure success. It is important to identify key performance indicators (KPIs) to measure success throughout the process.

An effective way to begin is by making sure all goals are SMART: Specific, Measurable, Attainable, Relevant, and Time-Bound. Defining reasonable objectives for each marketing activity will make it easier to track progress toward achieving your long-term goals.

Additionally, taking a purposeful approach and establishing metrics upfront provides valuable insight into where tweaks in strategy or adjustments may be necessary in order to maximize return on your investments.


Identify the types of marketing tactics you will use


Once you have your goals and objectives in place, the next step is to determine which marketing tactics are best suited for reaching them. Consider how different tactics may be employed to capture potential customers’ attention and engage them with your brand.

Depending on your target audience,

  • Content marketing can be an effective way to share industry thought leadership and build relationships with potential customers. An overwhelming 85% of major SaaS businesses currently maintain a blog. Moreover, 36% utilize their blog as a platform to share educational content. 
  • Email campaigns are effective in driving clicks and conversions.
  • Reaching users through social media channels has the potential to broaden your reach and create interest in your SaaS tool.

Utilizing all three of these marketing tactics in tandem can give you immense opportunities for leveraging a B2B SaaS marketing plan.


Determine the frequency and cadence of your marketing activities


Once you have your goals and the marketing tactics in place, it is important to establish a plan for when and how frequently each task should be completed. This plan should consider your resources, the cost of activities, and the desired outcome in order to maximize ROI.

To determine the right frequency and cadence, you’ll need to understand your target audience’s needs and behavior. Researching your target market allows you to have a better understanding of when they are likely to be responsive and engage with your marketing messages.

The collection of data from marketing campaigns helps measure the effectiveness of different timing and communication frequencies so that activities can be adjusted as needed. On top of that, engaging with customers through surveys and discussions about their likes and dislikes will further help to inform future decisions about frequency and cadence for B2B SaaS marketing plans.


Develop a marketing budget


Gathering data such as customer buyer personas, market trends, and industry typical budget spending is essential to clearly understand your ideal target customers and relevant markets.

To allow the most effective use of resources, it is also important to identify your company’s main revenue streams, as well as to research competing businesses that have similar goals or product offerings.

Some key considerations when brainstorming budget expenditures should include:

  • paid advertising campaigns and content creation costs in order to attract potential buyers
  • ongoing maintenance and update needs of the B2B SaaS products or services in order to keep them competitive in the market
  • team salaries for increased staffing needs that are needed to execute campaigns successfully

After an analysis of all these factors has been conducted, then a marketer would be in a position to develop a successful overall marketing budget for the B2B SaaS plan.


3. Craft your brand messaging


The success of any B2B SaaS marketing plan lies in its ability to effectively communicate the value and unique selling points of your SaaS tool to potential customers.

Therefore, crafting a strong and unified brand message across all of your channels is paramount in order to convey the right message to your target audience. To do so, you need to:


Develop a brand positioning statement that reflects your unique value proposition


A well-crafted brand positioning statement should reflect your unique value proposition and help potential customers understand why they should choose your tool over the competition.

To create an effective brand positioning statement, you must:

  • clearly identify who your target audience is and then develop a message that resonates with them.
  • focus on the features and benefits of what you offer and how these represent a real solution for their business needs.
  • Make sure to include key keywords in language that help connect both emotionally and logically with your intended audience.


Create a consistent tone and style for your brand messaging


Being able to recognize what makes sense for your target customers helps to shape the overall tone and style of your message. It is important to consider how you want users to interact with you, recognize how they communicate, and consider how best to create a meaningful connection.


  • If your company already has brand guidelines, these should be taken into account when crafting messaging, as they provide a basic framework of dos and don′ts.
  • Taking time to develop the right voice can help solidify the position of your brand in the industry and empower users with an emotional connection.
  • Having consistency in communication ensures that readers become familiar with your message quickly, helping build trust in the relationship between customer and business.


Use storytelling to create emotional connections with your audience


Storytelling has become an integral part of successful B2B SaaS marketing plans, as it is an effective method to create emotional connections with your audience. To make the most of this strategy, you should:

  • Develop compelling stories to incorporate into your campaigns. These stories should focus on conveying a message that resonates with users and encourages them to interact with your tool. Provide users with detailed customer success stories. Leveraging reviews and testimonials can be extremely helpful when creating a narrative that resonates emotionally.
  • Strive to showcase how your success stories can help customers achieve their goals through the use of targeted messaging and engaging visuals. A study found that 41.5% of marketers consider infographics and other original graphics to be the most effective type of visual content. Additionally, 25.7% of marketers believe that charts and data visualizations are highly engaging for their target audience. 


4. Create high-quality content


High-quality content creation is essential to ensuring your B2B SaaS marketing plans are successful. This can be done through the production of blog posts, website copy, social media updates, case studies and whitepapers.

To create this content effectively you should:


Develop a content strategy that aligns with your marketing goals


Crafting an effective content strategy will enable you to reach the right audience with relevant information at each stage of their journey, as well as connect customers to the company’s overall mission and brand.

To do this, you must:

  • Determine what your overarching marketing goals are and from there create a focused plan on how to distribute the content that will help reach those goals.
  • Consider what the main objectives are for your target audience and use this information to inform which channels you’ll use for distribution, as well as topics that should be addressed.
  • Use a variety of formats such as videos, blogs, whitepapers and webinars to ensure your messages cut-through the noise in an increasingly saturated market space.


Create content that speaks to your customer’s needs and pain points


Creating a successful B2B SaaS marketing plan starts with understanding your customer’s needs and pain points. Just as consumers are looking for tools that meet their needs, so are B2B buyers.

  • Take the time to research the industry and speak to stakeholders inside and outside of your organization in order to generate meaningful insights on what challenges they face in their work, how they make purchasing decisions, and what solutions they are looking for.
  • Once you have identified these needs and pains, create content that speaks directly to them. The content should be tailored specifically to the customer’s perspective and explain how your product or service can solve their problem(s).

By focusing on customer-centric messaging when creating a B2B SaaS marketing plan, you will be able to build trust and demonstrate an understanding of what challenges users face, which increases the likelihood of them engaging with you further.


Use a variety of content formats to engage your audience


Crafting an effective B2B SaaS marketing plan requires reaching out to potential customers in a way that captures their attention. Creating content with a variety of formats is a great way to do this. For instance:

  • Blog posts about customer success stories can build trust and authority for the brand, while webinars highlight the unique features of the tool.
  • Videos are also an incredibly powerful tool as they allow you to showcase your solutions in an engaging visual format.


Distribute your content through various channels


It is essential to ensure your content reaches the right audience. To do so, optimizing your content for multiple distribution channels is key.

Some of the most effective ways to reach people are through:

  • Your website: It allows you to customize and control the message you deliver.
  • Social media: It is an effective medium to reach out to prospects, notifying them of updates regarding your tool.
  • Email: It should always be utilized as an alternative approach for distributing content and connecting with leads – such as through newsletters or promotional campaigns.


5. Implement email marketing


Email marketing is an incredibly powerful tool for increasing engagement with prospects and customers. It should be part of your B2B SaaS marketing plan.

For email campaigns, consider creating different types of emails that are tailored to the user’s interests and needs; such as product announcements, educational content, and customer success stories.

Here are a few tips on how to do this effectively:

Developing an effective email marketing strategy involves planning and creating content that resonates with users. To do this:

  • You should begin with developing buyer personas to target your emails and establish user segmentation. Segmentation allows you to divide up your subscriber list into more specific categories based on factors such as behaviors, demographics, preferences, and interests. This information can be used to develop content that is targeted to individual customer segments, so it’s more likely they will convert.
  • To ensure you capture the attention of potential customers, create content that resonates through personalization techniques, identifying industry challenges, and leveraging visuals such as videos and images.
  • For further engagement and to build trust, consider requesting feedback in emails or providing helpful resources such as white papers or webinars.
  • The importance of strong subject lines should never be underestimated. Take the time to craft attention-grabbing subject lines that accurately describe your message. It can go a long way to increasing open rates and driving more engagement with your customers.


6. Use social media marketing


The use of social media does not only offer another platform to reach potential customers, but it also allows you to engage with them in a meaningful way. According to a survey, 71% of consumers who have had a positive experience with a brand on social media are inclined to recommend the brand to their friends and family.

To use social media marketing effectively, you need to:

  • Determine which social media platforms are most relevant to your target audience: Research into the demographics of various social media platforms to gain useful data on who is using each of them, as well as what type of content they respond best to. For 98% of the top 50 SaaS companies, data show YouTube is the primary source of social traffic, followed by Facebook (96%), LinkedIn (78%), and Twitter (72%). Additionally, ensure that you don’t overlook any specific high-value influencers in your industry – they are likely to be active across a range of networks and could be powerful allies in helping spread brand awareness.
  • Develop a social media strategy that aligns with your marketing goals. To get started, it’s important to research and understand the target customer in detail. Knowing who they are, what their interests and values are, and their preferences for platforms can help you identify where to focus your efforts. Additionally, it is important to create content that resonates with this audience. For example, if the target customers use LinkedIn heavily, then posting relevant resources on the platform could be more effective than using Instagram.
  • Use social media to engage with your audience, share content, and promote your brand. You can even use social media as a platform to generate positive reviews or engage in expert roundtable discussions with industry leaders.
  • Use paid social media advertising to increase visibility and drive conversions. Paid social media advertising allows you to reach more people, promote content, and target specific audiences. This can be a cost-effective way to increase visibility and encourage conversions.


7. Use the paid search and SEO


Paid search and SEO are two important elements of digital marketing that can help increase visibility, drive traffic, and generate leads. 


Use paid search advertising to drive targeted traffic to your website


Paid search involves targeting specific keywords to appear in the search engine results pages (SERPs). By targeting specific audiences with tailored ads, you can draw potential customers who are already interested in what your service has to offer. This reduces the need for costly mass marketing campaigns and decreases the likelihood of reaching out to uninterested parties. 

Additionally, pay-per-click advertising allows you to measure your ROI more accurately, allowing you to alter your strategy based on user responses and get the best value for your budget.


Develop a SEO strategy to increase organic traffic to your website


SEO is more focused on optimizing websites so they rank higher organically in the SERPs. According to a survey conducted among start-up founders, 90% of those surveyed identified SEO as a crucial factor in driving brand awareness and generating leads for their business.

There are a few key things to keep in mind when developing an SEO strategy for a B2B SaaS marketing plan:

  • First, consider the keyword landscape and identify the most relevant keywords for your business. To begin researching, look for trends in long-tail keywords and analyze search volumes to determine which terms best suit your needs. With this data in hand, you can create content around popular search terms related to the SaaS solution you offer, targeting your audience through their language.
  • Then, create content that is optimized for those keywords and make sure to include them in your site’s metatags and title tags. 
  • In addition, build links to your website from high-quality websites to further improve your site’s search engine ranking.


8. Implement a referral program


A referral program can be a great way to drive new customers and increase conversions. By incentivizing existing customers to refer their friends and family,

To ensure success, make sure to:

  • set up transparent, easy-to-understand rules so customers understand the incentive they can receive for referring new customers.
  • offer rewards that give customers something extra such as discounts on the service or special features that other customers don’t have access to.
  • Use personalized referral links and unique promo codes to track referrals. This allows you to accurately track referrals for future marketing efforts.
  • Use email marketing and social media to promote your referral program. To get started, use emails to reach out directly to potential customers with the details of your referral program. On social media, create posts or stories that draw attention to how easy it is to recommend your services and link them back to any relevant pages with more information on your referral program. This includes making sure you have optimized sharing links set up for current customers that can easily be passed around as well.


9. Measure and optimize your marketing plan


To ensure you are getting the most out of your SaaS marketing efforts, it’s important to measure and optimize your plan. Track key performance indicators such as website page views, organic search engine rankings, and customer acquisition costs.

Analytics tools make it much easier to track the effectiveness of various marketing activities so you can identify which are providing the greatest results. These tools also allow you to quickly adjust your marketing approaches based on changing market trends and customer preferences, ensuring that their plans remain effective over time.

It is important to continually refine and optimize your B2B SaaS marketing plan by leveraging data insights. Any marketing strategy cannot be effective if the message is not reaching the right people or not resonating with the audience, thus data insights are key to understanding what works and what fails in terms of email campaigns, website content, or any other form of messaging.

Researching, understanding, and analyzing your buyers’ behavior is critical to unlocking untapped opportunities and creating a powerful marketing strategy that can propel your company’s growth. The key here is gathering qualitative and quantitative data from all available sources such as customer surveys, competitor analysis, interviews with industry experts, etc.


Final Thoughts


Creating an effective B2B SaaS marketing plan involves first understanding your goal and using the right tools to set up a comprehensive strategy. It goes without saying that you should use proven methods that your competitors are using, such as email campaigns, SEO optimization, and content creation. After putting together a solid marketing plan, it is important to monitor its performance regularly in order to tweak any elements that need improvement.

Additionally, remember to have patience when waiting for results from your efforts. Building up a sustainable B2B SaaS marketing plan requires hard work and dedication, but with planning and the right resources at hand, it can lead to success in the long run. If you want to stay apprised of all the latest trends in B2B SaaS Marketing Plans, make sure to check out our blog for more tips.


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Ken Moo