B2B marketing strategy

PRODUCT –SaaS. –RITAM CHAKRABORTY

Key factor: are you selling to small companies or enterprise?

It’s important to identify which segment(s) of the market we targeting. The difference
between small companies and enterprise determines a lot when it comes to your
marketing strategy:

What the people at the business do

What their problems and pain points are
The product features they’ll value
The channels they hang out in, e.g. where you should market
yourself

Possible next steps: marketing strategies to

consider
Some low-cost marketing tactics for you, an early-stage B2B SaaS startup:

1. Offer a free trial. This may seem like a no-brainer these days but is worth
mentioning anyway. There are many variations of the “free trial,” so which type
is up to you, but the main point is that it’s F-R-E-E. Potential customers don’t
have to think long to decide whether they want to try it out. So you have
acquired them into your funnel, they’ve on boarded, and all you need then is a
strategy for converting them to paid customers.
2. Demo video on your site. The buying decision process for SaaS products is
very short. We have a few minutes to persuasively demonstrate how our service
is not only the best solution for their problem, but also worth the cost. To prove
its value, A very effective way to do this is to feature a short video, 2-3 minutes,
on our website, explaining your product and how best to use it.
3. SEO/SEM. Though a hot topic and widely recommended, this particular tactic
comes with a caveat. It’s worth the cost if people out there are actively searching
for a solution like the one we provide. But if our company is offering one of
those solutions that people don’t yet know they need, then hold off on paid
search marketing(PPC) PAY PER CLICK .
4. Content Marketing. Our product is a service, so your content should be a
service, too — it should be educational and useful, with an aim to inform and
instruct. It doesn’t all need to be in blog form, though that is usually a company’s
content foundation. Many SaaS companies are venturing into video and
podcasts, as well.
 B2B marketing strategy
PRODUCT –TaaS. –RITAM CHAKRABORTY

Possible next steps: marketing strategies to

consider
Client Testimonials: There are few things more powerful from a
technology marketing standpoint than your target buyer saying to
themselves, “That solution worked for another company just like ours, so
maybe it will work for us to?” That’s the point behind client testimonial
videos. And if the solution serves multiple verticals, you’ll want to collect
testimonials for each individual sector, if possible.

Create Animated Infographics: Most enterprise B2B

companies have been producing infographics for some time now. They’re an
easy, colourful way to present facts and information about your company or
industry to potential buyers. Short 1-2 minute clips should contain all the
information that you would typically present on a traditional infographic,
but in more of a “slide by slide” format set to music. Animations are then
can be added to help bring the statistics to life.

Useful Content: Video content strategy should also make room for
useful, and educational, content. This can include things like tutorials of
how to use your solution, product demos, webinars about industry trends
and best practices, or “how-to” style videos. Webinars are particularly
useful, because by requiring people to exchange their contact information to
register, you’ll be able to build your contact database and engage in
marketing or sales activities with those contacts in the future.

Run PPC campaigns: Finally, round out your digital presence

with pay-per-click (PPC) advertising, which allows you to get your
content and brand in front of new audiences via search engines and
other advertising platforms. I recommend maximizing PPC
investment by advertising more than your specific products or
services — such as brand personality, blog or social media content, or
company tagline.
B2B Digital Marketing :Every business, whether B2B or B2C
should have a digital presence — which is comprised of paid ads, search
engine optimization, a website, and any other place your B2B company is
active online. Let’s walk through a handful of tactics that can strengthen your
B2B digital marketing strategy.