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4 Important B2B SaaS Marketing Tips

06.17.2013
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Last time, I discussed a multitude of B2B solutions for SaaS, and how important this solution was going to be in the future. There are a lot of different purposes and varieties of software out there for this topic, as I demonstrated. Well, that got me thinking, maybe people will feel compelled, in light of this, to make more B2B software. Well that’s a terrific thing, but there’s some strange aspects to B2B SaaS marketing, that are different from the traditional SaaS marketing I usually talk about.

In B2B SaaS marketing, you are appealing to a business, which is making professional decisions, usually with more than one arbiter in control, at any given time. This calls for a different angle, and a different appeal from approaching marketing of “civilians”, and that may be problematic for those not prepared for it.

So, let’s look at a few important tips to keep in forethought when approaching this, shall we?

#1 – Appeal to finances over prestige.

In B2B marketing, appeal to the bottom dollar. This is less of an emotional deal than it is for individual customers, and while strong brand presentation and identity is still important, as corporations are still assemblies of people, it’s played to a different key here.

Focus on how you’re equitable and efficient as a choice for their solution to whatever problem you solve, and show your numbers. Use white papers and don’t be shy with hard data when it comes to B2B.

This is something people shy away from with business to customer marketing, where it actually still works. Nonetheless, in B2B, it’s crucial to approach it this way.

#2 – Show reliability as a pressing virtue.

Companies need to know they can count on you’re the 99% of the time this is feasible for any business. Reliability and consistency in service and competence is something much values and highly weighed when companies make a decision on service providers.

They have to know that they can count on you, so that their customers can count on them. As a B2B marketer, the customers of your customers are also your customers. Never forget this, because a company is made by its customers. If you are made by companies, then you are made by the customers that make them. It’s the business equivalent of the circle of life. So, reliability is a must, for this reason.

#3 – Conduct and Show Case Studies

Case speak to a business about how your company deals with a situation they may encounter, and truly shows your service in action under a variety of conditions.

This is hard, tangible data for them to judge your competence and compatibility with them. Never let it be said that case studies were a waste of time, or that companies don’t want to hear it. Because, if someone says that, they’re lying to you.

#4 – Offer loyalty Incentives Highly

This works for other marketing too, but here this is more prominently important, because companies see business deals with other companies as a sacred pact. To work together in a long relationship is something important, and to be valued, and as such, they should feel appreciated and acknowledged for this loyalty.

B2B SaaS marketing has some subtle nuances, but once you’re on top of them, you will find it not difficult at all!

Published at DZone with permission of Omri Erel, author and DZone MVB. (source)

(Note: Opinions expressed in this article and its replies are the opinions of their respective authors and not those of DZone, Inc.)