How to Leverage SaaS Field Marketing to Grow Your SaaS Business

SaaS Field Marketing


Field marketing is an often overlooked but extremely powerful tool for driving sales and growth within the SaaS industry. It involves leveraging relationships, understanding customer needs, and connecting with potential customers in order to increase sales.

By understanding how field marketing works in the context of SaaS companies specifically, SaaS founders can get the most out of this strategy by establishing meaningful connections with potential customers and driving business growth. 

In this blog post, we’ll explain what exactly field marketing is and offer tips to help maximize its effectiveness for SaaS businesses.


What is Field Marketing in SaaS?


Field marketing is a marketing strategy that focuses on building relationships directly with customers and prospects through face-to-face events, networking, hospitality, and collaborations with other companies.

By establishing these connections at a local level, the SaaS company is able to receive valuable feedback and build trust with its potential customers which can lead to higher conversions and repeat purchases.

In fact, data show companies with median deals of more than $50,000 are predominantly driven by field sales.

Field Marketing in SaaS takes full advantage of the unique possibilities that are available when utilizing physical presence such as conferences and exhibitions, allowing companies to communicate their message clearly while giving prospective buyers the chance to sample their product.


Benefits of SaaS Field Marketing 


Digital marketing strategies like SEO and content marketing can be incredibly effective for driving brand awareness, but what about when it comes to converting leads into customers? That’s where field marketing can come in. Field marketing promotes the direct contact between sales teams and potential buyers – which makes it ideal for SaaS companies looking to strengthen their customer acquisition funnel.

Here are some of the major benefits of field marketing for SaaS:


1. Increase Brand Awareness


Through field marketing activities like trade shows, networking events, seminars, and webinars, SaaS companies are able to build relationships with target audiences and showcase their SaaS products in an interactive setting. The combination of these individual interactions and product demonstrations helps to create a more positive perception of the brand, thus increasing its overall awareness with the target audience.


2. Boost Reputation


Field marketing activities help SaaS companies to create and foster relationships with potential customers. By participating in events, they are demonstrating their commitment to the industry and willingness to work with customers to provide solutions that meet their specific needs. This level of engagement can go a long way in building trust and credibility with target audiences, furthering the reputation of the SaaS company.


3. Increase Sales


Field marketing enables SaaS companies to create direct relationships with potential customers, providing an opportunity to showcase their products and services in a more direct manner than digital marketing strategies. By engaging in activities such as hosting local events or conferences, SaaS companies can effectively convert leads into sales and boost their revenue.

Remember that people are more likely to purchase something when they have experienced the product or service firsthand. Field marketing activities provide an ideal platform for SaaS companies to demonstrate their offerings and convince customers to make a purchase.

Field marketing also provides the opportunity for SaaS companies to receive valuable feedback from potential customers which can help them to continually refine their SaaS products to meet customer needs.


4. Collect Customer Insights


Partnering with experienced field marketers allows you to gain vital information on market trends and customer preferences.

By interacting directly with customers at events, stores, trade shows, and conferences, you can get the insight you need to stay competitive and better meet their customers’ needs. 

Field marketing teams work on the ground collecting data through surveys, presentations, focus groups, phone interviews, and more; all of which can provide valuable feedback from current and potential customers.


5. Improve Customer Relationship


Trust in SaaS companies is essential in order for customers to feel secure enough to purchase your product.

Field marketing activities can go a long way in building relationships with target audiences, as they create an opportunity to directly engage with existing and potential customers on a personal level. This will help build customer loyalty and encourage repeat purchases in the long run.


Top Field Marketing Strategies


Below are key strategies that you can use to reach your target audience through fields sales and other customer-focused tactics


1. Conduct Product Sampling & Demonstrations


Drawing potential customers’ attention is essential, as it can be challenging to effectively market intangible products.

To conduct successful product sampling and demonstrations, it’s important to emphasize the fundamental aspects of a particular service that you offer or highlight unique solutions that differentiate your SaaS from others in the field.

Additionally, offering incentives such as discounts or free feature upgrades will help encourage potential customers to take advantage of the demo or sample offer. 

By properly showcasing your SaaS’s capabilities, companies can maximize their exposure within the target market and give themselves the best chance to obtain lucrative contracts.


2. Participate in In-Person Events & Trade Shows


Participating in in-person events and trade shows provides an excellent opportunity to interact with interested customers, while also allowing you to showcase, once again, your SaaS products. 

Data show that three-quarters of trade show attendees are more likely to purchase the products/services on display if they actively engage with exhibitors. Hence, it is essential to ensure that your team is well-prepared and adequately trained for these events.

At these events, you can 1) demonstrate the best features of your SaaS product and 2) create a compelling narrative that speaks to the needs of your audience.

Additionally, these events provide an opportunity to network with potential partners or investors and open up conversations about future collaborations.


3.Create Educational Content


Educational content is an effective tool for engaging potential customers, as it allows you to provide valuable information that helps them better understand the problems that your SaaS product solves.

Creating educational content can be done through webinars, blogs, podcasts, or even video tutorials. 

By providing useful information, you can help create a positive impression of your company and cultivate relationships with high-value leads. Additionally, educational content helps to build trust between your SaaS product and its customers.


4. Perform Street Promotions


Field marketing also involves performing street promotions to attract attention and promote brand recognition. This type of marketing can be done through handing out flyers, setting up sponsored booths at public events, and distributing promotional materials like samples or coupons.

To ensure success, street team members should be knowledgeable and passionate about the SaaS product. 

They should also be outgoing and able to express enthusiasm in a way that entices others. It might help to give them standardized scripts or presentations for different potential customer types.

For example, if the target audience are small-business owners, team members should have the ability to explain how their SaaS product can help streamline or simplify their operations – in a language that speaks to them.

Offers such as discounts, promotional items/services, online content access codes, and/or gift cards can further incentivize new customers.


5. In-Store Promotions


Whether you’re a seasoned SaaS veteran or just starting out, in-store promotions can be a great way to publicize and launch your SaaS product. They can also be incredibly effective when trying to attract customers who may not otherwise think of using your particular service.

In order to make the most of an in-store promotion, it is essential that it stand out from other competing services. Developing an eye-catching display and showcasing interactive demos of your SaaS product are surefire ways to draw attention and generate interest among new customers.

In addition, ensure that key messaging about what sets your service apart from others resonates with both current users and prospective customers alike.


6. Merchandising


Merchandising can be done by creating branded apparel, signage, and other materials that feature logos or slogans related to your SaaS product.

Having a wide range of available merchandise allows customers to choose items that best reflect their style and interests. Additionally, you could offer incentives, such as discounts or freebies, to those who purchase and wear items with your logo.

When creating merchandise for customers, ensure that the quality of materials used is consistent and up-to-date with the current fashion trends. Additionally, be sure to keep a record of how much each type of product costs in order to minimize losses and maximize profits.


7. Guerilla Marketing


Guerilla marketing is a form of unconventional advertising that uses surprise and creativity to capture the attention of the public. It can be used to target potential customers in unexpected ways, such as through graffiti art or flash mobs.

When planning a guerilla marketing campaign, it’s important to consider how it will resonate with your target audience. Research their interests and habits to gain valuable insights, such as what type of messaging may be most effective for them.

Additionally, make sure there is a clear call-to-action that leads potential customers directly to your product or service – whether it’s through website URLs, contact information, or QR codes.


8. Public Relations


Public Relations is an important tool to build trust and positive perception of your SaaS tool. It helps create brand visibility, develop relationships with key stakeholders, and promote the product among potential customers.

Developing a PR strategy should consider target audiences and identify what messages have the most impact on them. This could involve creating press releases, pitching stories to journalists, and creating content for social media.

Additionally, public relations campaigns should be integrated with other marketing efforts wherever possible to maximize their impact. For example, your company’s website or blog is a great place to share press releases and link customers directly to the product page.

To further bolster PR campaigns, you could use influencers to share your product with their followers. This can be especially effective when targeting younger audiences, as this demographic is often more likely to engage with content shared by their peers.


9. Host Webinars


Webinars can be a great way to demonstrate the value of your product and foster relationships with customers. You can use webinars to showcase features, discuss topics related to your service, or even provide live customer support.

When hosting a webinar, it is important to structure it in such a way that keeps attendees engaged and encourages them to take action. This could include offering exclusive discounts or providing follow-up materials, such as recordings or slideshows.

Additionally, leverage the power of social media by promoting upcoming webinars and using hashtags to further reach potential customers.


10. On-site Training


Having on-site training for your customers can be a great way to ensure they are getting the most out of your SaaS tool. This could include providing personalized tutorials, answering questions about specific features, or even offering one-on-one sessions.

When organizing an on-site training session, consider who the attendees will be and what their needs may be. 

For example, a session for beginner users will likely involve more basic topics than one for experienced users.

Additionally, provide helpful resources such as handouts, webinars, or even an online guide to further enhance the learning experience. This can help customers get the most out of your product and encourage them to stick with it.

These are just a few of the many field marketing strategies you can use to market your SaaS tool. With the right combination of tactics, you can get your product in front of potential customers and ensure that they are getting the most out of it.


11. Use podcasts


Podcasts are a great way to reach potential customers and share your message in an engaging and personal way. You can use podcasts to discuss topics related to your SaaS tool, answer customer questions, or even provide tips for using the tool.

When creating a podcast series, consider who the target audience is and what topics may be of interest to them. This will help you create content that resonates with potential customers and encourages them to stay tuned in.

Additionally, make sure to promote your podcast series on social media, as this can help increase visibility and draw in new listeners. With a combination of interesting content and effective promotion strategies, podcasts can be a great way to reach potential customers.

These are just a few of the many field marketing strategies you can use to promote your SaaS tool. With the right combination of tactics, you can get your product in front of potential customers and ensure that they are getting the most out of it. The key is to find what works best for your target audience and use that to your advantage.


Final Thoughts


Field marketing can be a powerful tool for promoting your SaaS product. It adds a personal touch to sales and can be used in any part of the customer journey. 

By utilizing tactics such as press releases, influencer campaigns, webinars and podcasts, you can reach potential customers and demonstrate the value of your product. 

Additionally, on-site training sessions can help ensure that customers get the most out of their experience with your tool.

With the right combination of strategies, you can get your product in front of potential customers and ensure that they are getting the most out of it.

You may also combine it with digital ads, email campaigns, and content marketing for long-term success.

Invest thoughtfully; consider short and long-term implications before expanding your strategy.

Lastly, experiment to find what’s right for you – focus on building a strong foundation first. Visit our blog for more tips!


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Ken Moo