Put your ear to the ground of the marketing world and you’re likely to hear the words inbound and SaaS over and over. At first listen these two terms seem to have little to do with each other; one is a customer-centric marketing methodology and the other is a service-based software model.
Get closer, though, and you’ll find that inbound marketing has the potential to make SaaS companies even bigger successes than they already are.
If you’re a little skeptical of the idea, we understand. So to better explain the powerful connection between these two concepts, we’ve put together the three biggest long-term benefits from their union.
1. Inbound marketing brings in qualified leads.
Leads that match your target clientele save you time, money, and headaches. But how do you bring in leads that are already prepped and primed to do business?
Think backward planning. In many instances, organizations spend quality time (and money!) trying to warm up leads who will forever be stuck in the Arctic zone. While they’re probably very nice people, they don’t meet your buyer personas.
With inbound marketing you attract people who essentially are those buyer personas by creating the kind of juicy content they’re looking for. When you bring in people who are already sparked up (so to speak), it’s easier to ignite a flame and find success.
The key to SaaS marketing is to give away lots of information for free as premium content. Visitors exchange their contact information for your must-have ebooks or guides, and the funneling process begins.
2. It shortens your sale cycle.
You see where we’re going with this. You want the leads you have coming in to be interested in your service and open to communication. However, SaaS customers are typically quite savvy and quick to question. (That’s why you love them so much, right?)
It’s perfectly normal for leads to have questions during the sales process. They’re just doing their homework. But when potential customers have a lot of unanswered questions it extends the sales cycle, and most SaaS companies can’t afford that.
With inbound marketing, you can avoid hiccups later on by giving customers the information they need at each stage of the buyer's journey. Make them experts in your solution by the time they reach the decision stage. That way you can wow them with your demo and seal the deal.
3. It’s 100% scalable.
The SaaS industry is growing incredibly fast and is predicted to reach $106B by next year in global revenues. Individual businesses are seeing rapid development as well and need a SaaS marketing methodology that can grow with them.
Investing in a new marketing strategy for each growth period is, quite frankly, a waste. Inbound marketing provides a solid, scalable marketing base. Businesses can repurpose and reference older content marketing material to bring in new visitors.
Utilizing this kind of "evergreen content," or content that stays fresh for a long period of time and never goes out of style. Focus on helpful solutions, tutorials, and engaging webinars to consistently attract qualified leads.