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Using Paid Strategies to Enhance Your ABM Efforts with Brian Walker, Statwax
Brian has executed paid strategies for SaaS companies and implemented campaigns to run alongside ABM to bring more data insights for greater returns. Whether you’re new to ABM or trying to revamp your strategy, Brain has insights to help you level up.
Statwax with Brian Walker
Mike welcomes the President of Statwax, Brian Walker! Brian leads the operations and strategy for a team of SEM, SEO, and CRO experts providing digital tactics for SaaS and B2B clients. Mike and Brian discuss the process of challenging what’s possible within digital marketing to help businesses get more from their marketing dollars!
SaaS Marketing Strategy
This probably isn’t going to shock you, but the software as a service (SaaS) market is booming like crazy. According to a recent report, the global revenues of the SaaS market are expected to reach $113.1 billion by the end of 2021. This isn’t at all surprising, considering the 2018 to 2023 forecasted compound annual growth rate of the SaaS market is calculated to be 21.20%. Markets in the Asia-Pacific region and Latin American countries are all ballooning, while the US still remains the world leader in SaaS technology and has the most SaaS users.
Of course, this is all great news, the same way having people buy raffle tickets when you want to win a prize is great news. Yes, people are making money, and you can invest in more tickets…but the competition to win gets more intense regardless.
But unlike a raffle, marketing is a science, not a game of chance. You want to succeed at SaaS marketing? You have to be efficient. You have to be calculated. You have to be innovative. You…don’t have to be perfect. But you do need an agile strategy to keep testing, refining, and trying new things to reach your audiences so that when you fail, you can learn and improve.
As SaaS marketing experts, we know the ins and outs of a strategy are a lot to set up, much less manage and improve. That’s even more true for people who would rather be coding a platform or talking to end-users…So, we decided to break down the basics for you in this SaaS marketing strategy guide.
What is SaaS Marketing?
SaaS marketing is the efforts and campaigns that a subscription software company comes up with to sell their product. For some SaaS platforms, the ultimate goal of marketing is to get end users to subscribe on their own and start using the product. Other companies with more complex products want to get high-quality lead information to reach out and learn more about what the prospect needs from their platform. You probably don’t need help installing an app on your phone, but deploying an app cross-company is very different, especially when replacing legacy software. Along that whole spectrum of complexity, SaaS companies are trying to get their message across. (And hey, if you do need help with the phone, that’s fine too. We’re all human.)
SaaS companies and their marketing needs are unique in that proving marketing ROI through data is essential, not just nice-to-have. Working with a SaaS marketing agency to achieve goals gives SaaS companies access to services like:
Paid Digital Strategies (search, social, etc.)
Predictive Customer Acquisition Modeling
Customer Journey Mapping and Analysis
CRM and Platform Integration
Data Visualization and Dashboarding
Lead Scoring and Performance Projecting
Search Engine Optimization
Why is SaaS Marketing so Unique?
SaaS organizations operate in a unique space and face complex marketing challenges. Since buying SaaS products is not a one-and-done purchase, SaaS businesses’ sales and marketing processes are more long-term. Of course, SaaS companies still have the same basic goals as other businesses—generate revenue, maintain customer relationships, continue to source quality leads, etc. That being said, there are a few added steps to the SaaS sales and marketing processes that other businesses don’t have to consider.
First thing’s first, SaaS companies are built differently. The internal structure of a software organization is filled with tech-savvy and data-driven individuals. SaaS professionals have to move fast to make sure their businesses are ahead of the curve, which means there is no time for mistakes. SaaS company leaders know what they need, when they need it, and how they’re going to achieve success. This means that a SaaS marketing strategy should be heavily focused on return on investment (ROI)—any marketing action taken needs to be purposeful and targeted. Therefore, the best marketing strategies are built on reliably sourced customer data, buyer behavior insights, marketing intelligence tools, and in-depth analyses of SaaS industry trends.
Another challenge is generating quality leads. SaaS companies – especially those who operate in the B2B space – serve an extremely discerning audience. To properly engage your customers and generate quality leads, your SaaS marketing strategy must be informed by accurate data insights into the buyer’s journey. By turning your internal customer journey data into actionable digital marketing insights, you create a targeted and effective marketing strategy.