SaaS Marketing Journey: A Step-by-Step Guide
Software as a service (SaaS) marketing is a complex and ever-evolving process. It can be difficult to know where to start, or even where to turn for help. This guide provides a step-by-step overview of the B2B SaaS marketing process, from beginning to end. It will help you understand what steps need to be taken, and when they need to be taken, in order to successfully market your SaaS product.
But before that, let’s take a quick look at what SaaS marketing is, and why it’s so important.
What is SaaS marketing?
In a nutshell, SaaS marketing is the process of promoting and selling a software application that is delivered as a service, over the internet. This type of marketing is different from traditional software marketing in a few key ways:
- SaaS products are typically subscription-based, which means that customers pay a recurring fee to use the software, rather than a one-time fee.
- SaaS products are delivered over the internet, which means that they can be used by anyone, from anywhere in the world.
- SaaS products are usually priced based on the number of users, hence the term “per-user pricing.”
SaaS marketing is a complex process because it involves two main types of marketing: product marketing and demand generation. Product marketing is focused on creating awareness and demand for the product, while demand generation is focused on generating leads and converting them into customers.
Why is SaaS marketing so important?
There are a few key reasons why SaaS marketing is so important:
First and foremost, SaaS marketing is important because it’s the only way to generate revenue for a SaaS product. In order to make money, you need to find customers and get them to sign up for your service.
Secondly, SaaS marketing is important because it’s the best way to ensure that your product is successful. If no one knows about your product, or if they don’t understand what it does, then it’s very unlikely that they’ll sign up for it.
Thirdly, SaaS marketing is important because it allows you to build a relationship with your customers. If you can keep your customers happy, they’ll be more likely to stay with your product and recommend it to others.
SaaS marketing is a complex process, but it’s one that’s essential for any company that wants to be successful in the software-as-a-service industry.
Stages of SaaS Marketing Journey
There are five main stages in the SaaS marketing journey:
The first stage of the SaaS marketing journey is awareness. This is the stage where potential customers first become aware of your product. It’s important to note that potential customers will not become aware of your product unless you make a concerted effort to promote it.
Your goal at this stage is to generate as much awareness as possible for your product. The more people who are aware of your product, the more likely it is that they’ll eventually become customers.
There are a few different ways to generate awareness for your product:
- Content marketing: Creating informative blog posts, infographics, ebooks, etc. that educate potential customers about your product and its benefits.
- Social media marketing: Creating and sharing engaging content on social media platforms like Twitter, Facebook, and LinkedIn.
- Paid advertising: Using paid channels like Google Ads and Facebook Ads to reach potential customers who are actively searching for a product like yours.
- Public relations: Getting your product featured in popular publications and websites that your target market is likely to read.
In this stage, it is also important to attract the right visitors. You need to make sure they are as qualified as possible. To do this, you need to have a clear understanding of your target market and create buyer personas. Once you know who your ideal customer is, you can create content that appeals directly to them.
If you are unsure of how to generate awareness for your product, take a look at our article on 10 B2B SaaS Content Marketing Strategies That Truly Works.
The second stage of the SaaS marketing journey is Interest. In this stage, potential customers are becoming aware of their problems and start looking for solutions. This is where your marketing team needs to focus on creating content that educates potential customers about their problems and how your product can help solve them.
Your goal at this stage is to get potential customers to raise their hands and express interest in learning more about your product. You need to turn your attracted visitors into leads through proper messaging. To do this, you can use a variety of marketing tactics such as blogging, webinars, ebooks, white papers, etc.
By generating quality content that educates potential customers about their problems and how your product can help them solve them, you will be able to generate interest and move potential customers further down the marketing journey.
At this stage, engagement plays a critical role. According to Outbrain, the more engaged a potential customer is with your content, the more likely they are to eventually become a paying customer.
It’s also important to lead potential customers to a landing page where they can sign up for a free trial or demo of your product. This goes without saying that you need a strong call to action to encourage them to do so. This will allow them to experience your product first-hand and see how it can help solve their problems. This is where the majority of your leads will be generated.
If you’re not sure how to generate leads at this stage, take a look at our article on lead generation for SaaS products.
The third stage of the SaaS marketing journey is consideration. In this stage, potential customers are actively searching for a solution to their problem and are considering different options. This is where your sales team needs to focus on providing potential customers with a free trial or demo of your product. If you are successful, you are on your way to converting your lead into a paying customer.
Your goal at this stage is to get potential customers to use your product and see for themselves how it can help solve their problems. By offering a free trial or demo, you will be able to give potential customers the opportunity to experience your product and see how it can benefit them. Other strategies that could help include providing case studies, testimonials, and free resources.
It’s also important to keep in mind that potential customers at this stage are looking for more than just a product. They are also looking for a SaaS company that they can trust. This is why it’s important to focus on building relationships and providing excellent customer service.
At this stage, nurturing your leads is imperative. By providing potential customers with the information they need and supporting them through their journey, you will be able to build trust and increase the likelihood of conversion.
To learn more about nurturing your leads, take a look at our article on lead nurturing for SaaS products.
The fourth stage of the SaaS marketing journey is decision. In this stage, potential customers have decided that your product is the best solution for their problem and are ready to make a purchase. This is where your sales team needs to focus on closing the deal and getting potential customers to sign up for your product.
This is the point in your SaaS marketing strategy that you need to start thinking about how your users will experience and interact with your product. You can do this by giving them a trial, demoing it for free, or offering an unfairly limited version of what they’ll get if paying upfront – but whatever way you choose there are bound to be some interested parties out there who want more info before deciding whether or not it is worth their while!
Your goal at this stage is to get potential customers to purchase your product and become paying customers. By offering potential customers a free trial or discount, you can increase the likelihood of them becoming paying customers and moving forward with your product. Freemium refers to a business model where the user can experience most of the product features for free but pays for premium features, access, or extras.
The key to success at this stage is providing potential customers with enough information to make an informed decision about your product. You can do this by offering case studies, testimonials, datasheets, and product demos.
At this stage, ensuring a great customer experience is also important. By providing potential customers with a great experience, you will be able to increase customer satisfaction and loyalty. This, in turn, can lead to repeat business and referrals.
To learn more about providing a great customer experience, take a look at our article on customer experience for SaaS products.
5. Customer Success
The fifth stage of the SaaS marketing journey is customer success. In this stage, customers have purchased your product and are using it to solve their problem. This is where your customer success team needs to focus on helping customers get the most out of your product and ensuring they are satisfied with their purchase.
To make sure your customer has what they need, you can use marketing strategies and content that will guide them through achieving their desired outcome with your product- sooner! You may want to consider using in-app messages, email campaigns, or even creating dedicated customer success landing pages.
It’s also important to focus on building relationships with your customers and ensuring they have a great experience with your product. By providing excellent customer service and support, you will be able to increase customer satisfaction and loyalty.
Successful SaaS companies know that their best customers are the ones who stay with them, so they work hard to retain these loyal clients and reduce churn rates. The Success stage of a SaaS customer journey can be one of the most powerful stages if executed correctly. It’s about making sure you keep in touch and don’t lose sight of creating an effective product for your customer base overall.
The final stage of the SaaS marketing journey is retention. In this stage, customers are using your product and are happy with the results. Your goal at this stage is to keep customers happy and engaged with your product so that they continue to use it and become loyal advocates for your brand.
There are a number of strategies that you can use to keep customers engaged with your product. These include providing excellent customer service, sending out regular updates and announcements, and offering discounts and promotions.
It’s also important to keep in mind that customers at this stage may have different needs than they did when they first signed up for your product. This is why it’s important to segment your customers and provide them with the information that is most relevant to them.
By providing customers with the information and support they need, you will be able to keep them happy and engaged with your product. This, in turn, will increase customer loyalty and retention.
That’s it! We’ve walked you through the entire SaaS marketing process, from beginning to end. Of course, this is just a general overview; there are many specific tactics and strategies that can be employed in each stage of the process. But if you know what steps need to be taken and when they need to be taken, you’re already on your way to successful SaaS marketing.
It may also help you if you conduct a customer journey mapping exercise to understand the customer decision-making process. Customer journey mapping entails plotting out all the steps your customer takes, from awareness to purchase to post-purchase. This will give you a good idea of what content and messaging will resonate with them at each stage.
Final Words about SaaS Marketing Journey
Once you have a good understanding of your customer’s journey, you can start creating content that speaks to their needs at each stage. By doing this, you’ll be able to create a more seamless and effective marketing journey for your customers- and increase your chances of success.
For more information on SaaS marketing, don’t forget to check out our SaaS marketing blog. And if you need help implementing any of these tips, we’re here for you!