February 16, 2022

What Are The Best Channels for B2B SaaS Marketing?

If you’re here, it’s probably safe to say you know that marketing a SaaS B2B platform is a whole different beast than any other type of marketing. There are generally more buyers involved in the decision-making process. It’s plain tricky to sell someone on something intangible, and there’s a lot of fierce competition. For all these reasons and more, it’s essential to develop a SaaS marketing strategy that uses some combination of the best B2B SaaS marketing channels around. 

So how do you market a B2B product? Use a full-funnel, multi-channel approach. But what are the types of B2B channels, and how do you choose the best options for your platform? Let’s dive in.

What Are SaaS Marketing Channels?

There are many different channels to choose from when it comes to B2B SaaS marketing. A quick Google search will return articles that list the top 15, 20, or 25 marketing channels—which is enough to make even the most experienced SaaS marketer’s head spin. To help cut through the noise, we’ve compiled a list of some of the most useful marketing channels in the B2B SaaS world.

  • Organic Search and SEO: Organic search traffic accounts for nearly 65% of B2B trackable search traffic, according to a 2019 study by BrightEdge Research. In other words, putting time and effort into your unpaid marketing efforts through content optimization and other SEO efforts can have a huge ROI.
  • Paid Search Ads: Paid search, on the other hand, allows companies to place ads on search engine results pages (SERPs) by targeting specific keywords and phrases. Paid search results are shown before organic search results, so they’re front and center for searchers. These listings do have the word “ad,” to provide transparency to searchers.
  • Paid Social Ads: Paid social media ads—especially on LinkedIn—can be a great marketing channel for B2B marketers looking to get in front of businesses in their industry. LinkedIn boasts that 65 million decision-makers are active on their platform. Other platforms, like Twitter or Facebook, could be worthwhile as well. It all comes down to where your audience spends their time online–especially during work hours. Remember, most people don’t want to see work ads while they’re flipping through TikTok in their pajamas on a Saturday night.
  • Display Ads: Display ads are those banner advertisements you see on websites, usually on the top or right side of a page. Display ads can be images, video, or rich media, which means there are a lot of options to develop an ad that’s uniquely suited to your platform. 
  • Email: Direct email advertisements can work for various purposes, like engaging with new or prospective customers, helping them discover the benefits of your platform, guiding them to purchase, and retaining current customers. In other words, a good email marketing campaign can cover nearly the entire sales funnel.
  • Referrals: Referral marketing is a steller tactic for companies that already have a fairly loyal customer base. This word-of-mouth strategy encourages existing customers to tell a friend, sometimes for a discount or other incentive. We tend to trust our friends—quite a bit, actually—so referrals can be very effective.
  • Retargeting: We know this is more of a process than a channel, but hear us out. Retargeting refers to the process of marketing to website visitors or email subscribers who haven’t yet converted. If you’ve ever searched online for “best mattresses” or any other item, you’ve probably experienced ad retargeting. This tactic works great for B2B SaaS companies, especially because their customers’ sales journeys tend to be lengthy.

How Do I Choose a B2B Marketing Channel for SaaS?

Essentially, let your data do the talking. And while that likely means some combination of at least a few of the channels above—especially SEO and paid search—it’s a lot more complex than that.

Some companies try using a one-size-fits-all approach to developing the best B2B SaaS marketing campaigns. Others try throwing different tactics and channels at your target audience and seeing what sticks. What both of these strategies have in common is that they’re not nearly as agile and data-driven as they need to be to really generate much success—and they’re likely to spend money on strategies that were never going to be effective.

The truth is, no one combination will return a great B2B channel marketing strategy every time. It’s all about knowing your audience and what works in your industry. You likely have everything you need to choose the right channels from your social media insights, Google Analytics, website visitors, buyer personas, and more. All of this information can tell you where your audience is, how they’re landing on your site, and what they’re looking for. You just might need some help getting into the weeds and sorting through it all to determine your strategy.

At Statwax, that’s what we do best. Our unique approach to B2B marketing uses four pillars: ABM (account-based marketing) search strategies, predictive modeling, lead quality optimization, and persona-based targeting to hone in on the best marketing channel to sell your brand and your product on the proper channels. What’s more, our team stays focused on your efforts, which means they’re quick to refocus efforts—and your ad spend—fine tuning along the way.

Statwax: Delivering High-Quality Results

B2B SaaS marketing is tricky. If you’re looking for an agency that will partner with you, understand your product, listen to your needs, sort through your data, remain dynamic and agile, and have a little fun along the way, look no further than Statwax. At Statwax, our approach lets data guide our work day in and day out, and it gets results. 100% of our clients hit their acquisition goals in 2020. 

If you’re ready to find out how Statwax can help you generate higher-quality leads at every part of your sales funnel, reach out to us today. We’d love to hear from you.

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