Where B2B Software Marketing Strategies Often Go Wrong
Enhancing Your Inbound Marketing for B2B Software
If you’re responsible for marketing at a Software-as-a-Service (SaaS) company, you may not realize the potential that the inbound marketing methodology holds for your business. If you treat your inbound and content marketing strategies like a buffet, as tech business startups and developers sometimes do, you won’t get the power of marketing as an integrated process.
Inbound marketing is valuable because it allows you to invest less with a greater return on investment, especially when compared with outbound marketing. According to Hubspot, companies that prioritize inbound are likely to see a return that is three times as high as those who don’t take it seriously. SaaS companies that understand the fundamentals of the inbound marketing process are more likely to find success.
Understand the Buyer Perspective
It's equally important to know where to find your customers and as it is to understand how they’ll respond to your offerings. Marketing has changed in response to the dominance of digital technology; inbound and content marketing are tools that level the playing field if you can make the most of them.
Now, consumers and company buyers alike turn to digital devices to find the products and services they want to purchase. Digital has changed the balance of power between buyers and sellers. The buyer now has a more active role; they reach out to search for solutions that solve problems for them.
In the B2B arena, it’s a person or team that is searching, not an abstract entity like a brand. The buyer’s task is to find a vendor, such as you, who can provide a solution to a pain point within their organization. While they still go through the process, the buyer’s journey allows you to meet them at a human level along the way.
Don't Make This Mistake with Your Personas
Determining the profiles of your buyer personas requires that you gather data about real SaaS subscribers; guessing is not enough in the digital era.
To appreciate the buyer’s journey of your customers, you need to know who they are. It is not a matter of guessing about whom you think they are or who you wish they would be; you have to acquire concrete data.
The most significant obstacle to understanding your customers are your own assumptions. Without verifiable facts, your subjective opinions result in failed inbound marketing initiatives due to inaccurate personas.
The answer is to gather data by examining real customers and prospects. Research your customers by enticing them to participate in surveys. Interview previous customers, both the satisfied ones and those that were unhappy. Dissatisfied customers can provide you with the deepest insights.
Great Content Brings Smart Engagement
With accurate personas, you are more likely to attract traffic and engage with your audience. Once you become familiar with your personas, you can serve them targeted content that will provide them with the valuable information they need.
If you make an effort to invest in your content, you can’t afford to neglect following up with content strategies for SEO and social media. Groom your content for search and as Rand Fishkin says, amplify your output.
Inbound Marketing Means Continuous Learning
Gathering data and adapting your content is a never-ending process. Industries and customers change often. After all, technology is driving the market and what works today could become obsolete tomorrow.
More data will help you improve accuracy over time and alert you when the next round of changes hit. Implement a consistent testing process to find the maximum return of each campaign. Use analytics to measure results and split-testing to find the peaks for your content and touchpoints.
Measure and Adjust Accordingly
Once again, accurate personas are waiting in your data, so don’t let your assumptions cloud the picture hidden within the data. Measure your results and evaluate variations to find the best outcomes.
Your future customers already searching for your application. The key to building a community, or finding the one that awaits you, depends on how well you are targeting them with an inbound marketing strategy that resonates.