{"id":8613,"date":"2021-01-18T15:37:23","date_gmt":"2021-01-18T15:37:23","guid":{"rendered":"https:\/\/www.gosquared.com\/blog\/?p=8613"},"modified":"2021-01-18T17:09:18","modified_gmt":"2021-01-18T17:09:18","slug":"b2b-saas-marketing","status":"publish","type":"post","link":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing","title":{"rendered":"B2B SaaS marketing: 75+ examples and tips"},"content":{"rendered":"\n<figure class=\"wp-block-image alignwide size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_B2B_SaaS_Marketing@2x.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>When it comes to B2B SaaS marketing, there is no one size fits all strategy. Your price point, product marketing readiness, and target audience drastically affect your marketing. What works for a SaaS that sells a $10 per month subscription to small businesses won\u2019t work for a SaaS selling $100,000 contracts to enterprises.<\/p>\n\n\n\n<p><br> And yet, there are some similarities despite the differences.<br> In SaaS, features matter just as much as outcomes no matter what any cool copywriter says. While prospects and leads want to know the results of using your product, they also want to vet the feature set.<\/p>\n\n\n\n<p><br> The B2B element also affects SaaS marketing. SaaS buyers are hungry for content, tools, and templates to help them succeed in their job or business.<\/p>\n\n\n\n<p><br> In this post, we detail B2B SaaS marketing fundamentals, offer 26 examples, and 50 unique tips to help you round out your strategy with the right tactics.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B2B SaaS marketing fundamentals<\/h2>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_B2B_SaaS_Marketing_Fundamentals@2x.png\" alt=\"\"\/><\/figure>\n\n\n\n<p>Your SaaS marketing strategy ultimately consists of:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/www.gosquared.com\/blog\/audience-segmentation\">Target audience(s)<\/a><\/li><li>Marketing channel(s)<\/li><li>Messaging<\/li><li>Branding<\/li><li><a href=\"https:\/\/www.gosquared.com\/blog\/sales-and-marketing-alignment-best-practices\">Alignment with sales<\/a><\/li><li><a href=\"https:\/\/www.gosquared.com\/blog\/user-onboarding-best-practices\">Onboarding<\/a> and retention<\/li><\/ul>\n\n\n\n<p>To be successful, you need to be very clear on your plan for all of the above factors. As you grow your business, you might have five target audiences, 13 different marketing channels, and four different onboarding and retention channels.<\/p>\n\n\n\n<p>But in the early stages of your SaaS business, focus on simplicity. The fewer target audiences and marketing channels you use, the easier it will be to make them successful and scalable. Once you\u2019ve exhausted or mastered one, add something else to your strategy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">SaaS marketing examples<\/h2>\n\n\n\n<p>Ready to learn from world-famous SaaS companies and small players alike? We\u2019ve got over two dozen examples across multiple popular marketing channels to inspire you to level up your B2B SaaS marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Website examples<\/h2>\n\n\n\n<p><strong>DXPR\u2019s home page<\/strong><br>If you want an example of simple messaging and branding, check out <a href=\"https:\/\/dxpr.com\/\">DXPR<\/a>. The website showcases how the product helps marketers build pages with Drupal, so they don\u2019t have to wait for IT to help them.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_one_dxpr.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Clickup\u2019s home page<\/strong><br><a href=\"https:\/\/clickup.com\/\">Clickup<\/a> is taking the task management software world by storm. Their home page has a great hook: \u201cone app to replace them all.\u201d Plus, the features section is clickable to reduce the amount of scrolling necessary on the home page.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_two_clickup.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Tips for website home pages:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Focus on the most straightforward message possible<\/li><li>Use customer research to guide your\u00a0<a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/dayanamayfield.com\/saas-copywriting\/\">SaaS copywriting approach<\/a><\/li><li>Make your feature set clear while also focusing on the outcomes of the product<\/li><li>Use simple design with a lot of whitespace<\/li><li>Use only one colour for the CTA buttons<\/li><\/ul>\n\n\n\n<p>Check out our guide on <a href=\"https:\/\/www.gosquared.com\/blog\/high-converting-landing-page\">building high-converting landing pages<\/a> for more tips and inspiration. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Freemium examples<\/h2>\n\n\n\n<p><strong>Loom\u2019s freemium plan<\/strong><br>Screensharing video app <a href=\"https:\/\/www.loom.com\/pricing\">Loom<\/a> is one of the best SaaS marketing examples in the world, because it succeeded in viral product marketing. Because the videos are shared with prospects, team members, clients, and customers, users organically spread the word about the product.<br> This virality is a key reason why it makes sense for Loom to offer a free forever plan. In follow up emails and inside the product, there are plenty of opportunities for users to upgrade.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_three_loom.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Vectera\u2019s freemium plan<\/strong><br><a href=\"https:\/\/www.vectera.com\/\">Vectera<\/a> is a platform for online client meetings that one-ups Zoom with shared whiteboards, document annotation, unique client meeting rooms, stored notes for later review, and private notes.<br> The company is smart to offer a freemium plan because when business owners use Vectera for online scheduling and meetings, their clients are introduced to it and can sign up for their own account right away.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_five_vectera.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Tips for freemium funnels:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Only offer a <a href=\"https:\/\/www.gosquared.com\/blog\/freemium-conversion-issues\">freemium plan<\/a> if your product has viral potential or if your market size is large (all small business owners, for example)<\/li><li>Build in multiple ways for users to upgrade, both inside of the product and in onboarding emails<\/li><li>Find ways to build in product virality even if the core output of your product isn\u2019t shareable (create shareable link reports instead of just PDFs, for example)<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Free trial examples<\/h2>\n\n\n\n<p><strong>Freshbooks\u2019s 30-day free trial<\/strong><br>With a 30-day free trial, <a href=\"https:\/\/www.freshbooks.com\/\">Freshbooks<\/a> allows new users plenty of time to switch over from manual processes or accounting software that they aren\u2019t pleased with. Offering a free trial instead of a free forever plan is a smart move because any small business with enough transactions to need accounting software can afford a small monthly fee.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_six_freshbooks.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Ahrefs\u2019s 7-day free trial<\/strong><br><a href=\"https:\/\/ahrefs.com\/\">Ahrefs<\/a> has a much shorter free trial than Freshbooks. There are likely two reasons for this. For one thing, it doesn\u2019t take as long to get value out of the platform. You can conduct keyphrase research or profile a domain in just a couple of minutes. Also, allowing a long free trial could encourage small businesses to use it just for new keyphrase research over the course of the month, and then churn.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_seven_ahrefs.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Tips for free trials:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Offer a free trial instead of a freemium plan if your product is only used by businesses and doesn\u2019t have market potential within schools or other B2C organizations<\/li><li>Make the free trial as short or as long as the user needs to reach the&nbsp;<a target=\"_blank\" href=\"https:\/\/userpilot.com\/blog\/the-aha-moment-for-product-onboarding-activation\/\" rel=\"noreferrer noopener\">aha moment<\/a><\/li><li>Improve your trial to paid conversion rate with a multichannel approach including emails and retargeting ads<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Demo request examples<\/h2>\n\n\n\n<p><strong>Pitchbox\u2019s demo request page<\/strong><br><a href=\"https:\/\/pitchbox.com\/pricing\/\">Pitchbox<\/a> does a great job of keeping their demo request form short and simple. Gone are the days of long forms. The longer the form, the lower the completion rate. Reducing the number of fields is the top way to <a href=\"https:\/\/www.mmmatters.com\/blog\/how-to-increase-form-conversion-rate\">improve your form conversion rate<\/a>.<br>Instead of expecting the customer to give you tons of information, your sales team will need to enrich the lead with additional data.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_eight_pitchbox.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>PressPage\u2019s demo request page<\/strong><br><a href=\"https:\/\/www.presspage.com\/request-demo\">PressPage<\/a> offers another great example of a demo request page. They don\u2019t even ask for the business\u2019s name or website URL. The sales team can get this information from the business email alone.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_nine_presspage.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Outreach\u2019s demo request page<\/strong><br><a href=\"https:\/\/www.outreach.io\/lp\/watch-demo\">Outreach<\/a> takes a different approach. Their demo request page includes information about the product, results and outcomes, testimonials, and a 2-minute demo video for those who want to understand the product better.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_ten_outreach.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Tips for demo request pages:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Reduce the number of form fields<\/li><li>Include social proof such as logos and\/or testimonials<\/li><li>Use a clear headline so that the lead knows the purpose of the form<\/li><li>Describe the value of the product in a subheading or short body copy<\/li><li>Consider adding a short video demo<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">SEO blog post examples<\/h2>\n\n\n\n<p><strong>StoryChief\u2019s post on digital publishing platforms<\/strong><br>The most successful SEO blog posts solve a problem for your target audience\u2019s needs and convert into a free trial or a lead. This post by <a href=\"https:\/\/storychief.io\/blog\/en\/digital-publishing-platform-comparison\">StoryChief<\/a> compares different digital publishing platforms, ranks #1 for the target keyphrase, and offers a free trial to the platform.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_eleven_storychief.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Hubspot\u2019s post on digital marketing<\/strong><br>It\u2019s tough to talk about SEO content without mentioning <a href=\"https:\/\/blog.hubspot.com\/marketing\/what-is-digital-marketing\">Hubspot<\/a>. The company is world-renowned for producing content that ranks and converts. This post is #1 for the term \u201cdigital marketing\u201d (which gets half a million monthly searches by the way). To capture all of that traffic the post includes a downloadable guide as a content upgrade.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_twelve_hubspot.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Tips for SEO blog posts:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Produce content regularly (once per week is a great starting point for most businesses)<\/li><li>Choose target keyphrases that your ideal audience searches for and that are related to the problems your product solves<\/li><li>Select a mix of competitiveness with your keyphrase targeting<\/li><li>Aim for quality over quantity<\/li><li>Build backlinks to your posts with guest posting, podcast pitching, and backlink outreach<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Brand journalism examples<\/h2>\n\n\n\n<p><strong>TravelPerk\u2019s profile of a startup that helps breastfeeding moms who travel for business<\/strong><br>Lots of companies talk about telling stories, but few actually do it. While much of your content will be SEO-focused, it\u2019s also smart to tell journalism-style stories that raise your company\u2019s brand awareness, establish industry connections, and build trust. This example from <a href=\"https:\/\/www.travelperk.com\/blog\/solving-a-big-business-travel-pain-faced-by-breastfeeding-moms\/\">TravelPerk<\/a> does all of that.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_thirteen_travelperk.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Gong\u2019s post on the best time to talk about pricing<\/strong><br>One of the smartest ways to do brand journalism as a SaaS company is to analyze your own product data in a way that provides proprietary statistics that everyone in your industry (not just your customers) can benefit from. <a href=\"https:\/\/www.gong.io\/blog\/data-reveals-the-best-time-to-talk-price-and-budget\/\">Gong<\/a> does this well.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_fourteen_gong.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Tips for brand journalism:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Tell your customers\u2019 stories<\/li><li>Tell the stories of influencers or well-known companies that you want to partner with<\/li><li>Tell stories that establish trust with your audience<\/li><li>Use your own product data and release your own studies<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Ebook examples<\/h2>\n\n\n\n<p><strong>Hootsuite\u2019s organic and paid social marketing playbook<\/strong><br>In one of their many ebooks, <a href=\"https:\/\/hootsuite.com\/resources\/organic-and-paid-social-marketing-playbook\">Hootsuite<\/a> presents survey findings as well as insights into what strategies are working the best right now for brands and enterprises.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_fifteen_hootsuite.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Reply\u2019s guide on email outreach<\/strong><br><a href=\"https:\/\/reply.io\/sales-outreach-guide\/?landing=resource-library\">Reply\u2019s<\/a> ebook on sales outreach campaigns is the perfect example of a B2B SaaS marketing ebook because it is closely related to the product. When your ebook\u2019s promise is similar to your product\u2019s outcome, you have the highest chance of collecting leads from the downloads. If your ebook isn\u2019t related to your product but is something your target audience wants, you might generate lukewarm leads, instead of hot ones.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_sixteen_reply.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Tips for SaaS ebooks:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Use ebooks to release proprietary studies and survey results<\/li><li>Keep ebooks as tactical as possible (as opposed to long, pointless content)<\/li><li>Interview guest experts in your ebooks to increase the authority of the content and get shares from influencers<\/li><li>Make sure the content is not just relevant to your target audience, but is as closely related to your product as possible to collect the right leads<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Email marketing<\/h2>\n\n\n\n<p><strong>Grammarly\u2019s sales emails<\/strong><br>We\u2019ve said it before and we\u2019ll say it again: we\u2019re big fans of&nbsp;<a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/www.gosquared.com\/blog\/grammarly-marketing-emails\">Grammarly\u2019s approach to email marketing<\/a>. In this example, they do a great job of clearly spelling out why a new user might want to upgrade to their paid plan. They showcase how these features can help people who write as part of their business or profession.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_seventeen_grammarly.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>SurveyMonkey\u2019s welcome email<\/strong><br><a href=\"https:\/\/www.surveymonkey.com\/\">SurveyMonkey<\/a> has a super-smart welcome email for new users. It offers three categories of templates (for getting feedback from customers, employees, and consumers) to encourage users to start sending their first survey as quickly as possible.<\/p>\n\n\n\n<p><strong>SaaS email marketing tips:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Have only one purpose for each email, even if you have multiple links<\/li><li>Use HTML emails to establish credibility and brand presence, and use plain-text emails for one-to-one emails with a personal touch<\/li><li>Use <a href=\"https:\/\/www.gosquared.com\/blog\/saas-welcome-email-examples\">welcome and onboarding emails<\/a> to get new customers to the Aha moment as quickly possible<\/li><li><a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/www.gosquared.com\/marketing-automation\/\">Rely on marketing automation based on real user behaviour<\/a>\u00a0to help you tailor your emails to individual customers and leads<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Free tool examples<\/h2>\n\n\n\n<p><strong>Shopify\u2019s tools for ecommerce store owners<\/strong><br><a href=\"https:\/\/www.shopify.com\/tools\">Shopify\u2019s<\/a> logo maker, business name generator, pay stub generator, and many other tools are what some like to call \u201cside project marketing.\u201d The company is essentially making free software, templates, or other high-value resources to attract their ideal audience.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_eighteen_shopify.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>QuickBooks\u2019s free invoice generator<\/strong><br><a href=\"https:\/\/quickbooks.intuit.com\/payments\/get-paid-on-invoices\/generator\/\">QuickBooks<\/a> offers a free invoice generator that\u2019s easy to use. It\u2019s essentially a downloadable Microsoft Word template. The landing page for the freebie helps position QuickBooks as a better solution than making invoices in Word.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_nineteen_qbo.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Tips for free tools:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Make tools that fit within your budget\u2014if you can\u2019t create a separate software tool, try making templates instead<\/li><li>Brainstorm 3 or 4 ideas and survey your audience on which one they want most before you invest resources in creating it<\/li><li>Tell industry influencers about your free tool and consider influencer marketing as a channel to help spread the word<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Podcast examples<\/h2>\n\n\n\n<p><strong>Flatfile\u2019s Customer Success Leader podcast<\/strong><br><a href=\"https:\/\/flatfile.io\/blog\/empowering-entrepreneurs-takes-educational-content\">Flatfile\u2019s<\/a> target audience is customer success leaders. So, guess what they named their podcast? Customer Success Leader! With their podcast, they interview target customers and industry influencers about their top CS tips and strategies.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_twenty_flatfile.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Privy\u2019s Ecommerce Marketing Show<\/strong><br><a href=\"https:\/\/www.privy.com\/ecommerce-marketing-show\">Privy\u2019s Ecommerce Marketing Show<\/a> interviews successful ecommerce entrepreneurs such as the founders of Native Deodorant, Outer Aisle, and KinkyCurlyYaki. The podcast also includes deep dives into topics like whether or not to sell on Amazon.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_twentyone_privy.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Tips for SaaS podcasts:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Use a podcast agency to help you produce the episodes affordably<\/li><li>Interview your target audience and industry influencers<\/li><li>Repurpose podcasts into blog posts, social media posts, and YouTube videos<\/li><li>Keep the name and concept of your podcast simple and clearly intended for your target audience<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Social media examples<\/h2>\n\n\n\n<p><strong>Buffer\u2019s customer spotlight posts on Instagram<\/strong><br><a rel=\"noreferrer noopener\" aria-label=\"Buffer (opens in a new tab)\" href=\"https:\/\/www.instagram.com\/p\/CFzdsjInTxu\/\" target=\"_blank\">Buffer<\/a> has one of the best Instagram accounts of any SaaS product. One of the things they do well is profiling customers in their posts. They use their Instagram posts to drive traffic to their Instagram stories and blog posts that profile customers, so their audience can learn what\u2019s working at companies they admire.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_twentytwo_buffer.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Monday.com\u2019s clever response to a Tweeter\u2019s question<\/strong><br>The best way to sell your business on social media is to not sell at all. On social, you need to act social, not like a salesperson. With <a href=\"https:\/\/twitter.com\/mondaydotcom\/status\/1312100811653017600\">this response<\/a> to a Tweeter\u2019s question,&nbsp;<a rel=\"noreferrer noopener\" target=\"_blank\" href=\"http:\/\/monday.com\/\">Monday.com<\/a>&nbsp;gives their customers a chance to share their experiences rather than try to sell the product themselves.<br><br>Make sure your social media manager understands that the point of social media is to build relationships and establish credibility, not push the product.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/static.gosquared.com\/images\/liquidicity\/21_01_04_B2B_marketing\/21_01_04_twentythree_monday.png\" alt=\"\"\/><\/figure>\n\n\n\n<p><strong>Tips for social media management:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Be social, not salesy<\/li><li>Build and leverage connections<\/li><li>Use social media to promote other pieces of content, but make sure the social post is complete and makes sense unto itself<\/li><li>Engage with and profile customers on your social media accounts<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Social media ad examples<\/h2>\n\n\n\n<p><strong>SEMrush\u2019s Facebook ad with customer results<\/strong><br><a href=\"https:\/\/www.facebook.com\/ads\/library\/?active_status=all&amp;ad_type=all&amp;country=US&amp;view_all_page_id=157307754299282\">SEMrush<\/a> runs a lot of different ads on Facebook. They advertise their free tools, courses, Marketplace, as well as their core software. In this example, they include a case study video that features customer results.<\/p>\n\n\n\n<p><strong>SAP\u2019s new YouTube ad<\/strong><br>In just a couple of months, <a href=\"https:\/\/www.youtube.com\/watch?v=-7kecjuRG0Y\">SAP<\/a> has already bought 26 millions views of its YouTube ad. While you might not have the same budget as one of the world\u2019s biggest SaaS companies, you can see success with YouTube ads. Because you can place your ads only on select channels, you have a very high chance of reaching your target audience.<br> Depending on your pricing strategy, you can offer ebooks, free tools, a free trial, or a free forever plan as the CTA.<\/p>\n\n\n\n<p><strong>Tips for social media ads:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Use social proof in your ads<\/li><li>Reduce costs by continuously testing your advertising and your creative work<\/li><li>Test the ROI of running ads to different types of landing pages (free trial versus downloadable template, for example)<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">B2B SaaS marketing is complex. <\/h2>\n\n\n\n<p>The point isn\u2019t to get overwhelmed by all of the tactics you could be doing, but instead to take these sources of inspiration and apply them to your own marketing strategy.<\/p>\n\n\n\n<p>Always remember that it\u2019s better to do two channels really well than to spread your marketing team too thin over ten different channels and not get results from any of them.<\/p>\n\n\n\n<p>The most important thing isn\u2019t having flashy campaigns. It\u2019s all about reaching your target market, getting their attention, and converting them into customers.<\/p>\n\n\n\n<p><a target=\"_blank\" href=\"https:\/\/www.gosquared.com\/\" rel=\"noreferrer noopener\"><strong><em>GoSquared is an all-in-one growth platform for SaaS. Start your free trial.<\/em><\/strong><\/a><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When it comes to B2B SaaS marketing, there is no one size fits all strategy. Your price point, product marketing&#8230;<\/p>\n","protected":false},"author":32,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1208],"tags":[1247,1603],"class_list":["post-8613","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-b2b","tag-saas-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.6 (Yoast SEO v19.0) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>B2B SaaS marketing: 75+ examples and tips - GoSquared Blog<\/title>\n<meta name=\"description\" content=\"B2B SaaS marketing is complex. What works for each SaaS company depends on their target audience and price point. Level up with these examples and tips.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B SaaS marketing: 75+ examples and tips\" \/>\n<meta property=\"og:description\" content=\"B2B SaaS marketing is complex. What works for each SaaS company depends on their target audience and price point. Level up with these examples and tips.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing\" \/>\n<meta property=\"og:site_name\" content=\"GoSquared Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/GoSquared\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-18T15:37:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-18T17:09:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2021\/01\/21_01_04_B2B_SaaS_Marketing_OG@2x.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2021\/01\/21_01_04_B2B_SaaS_Marketing_OG@2x.png\" \/>\n<meta name=\"twitter:creator\" content=\"@GoSquared\" \/>\n<meta name=\"twitter:site\" content=\"@GoSquared\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Dayana Mayfield\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"13 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/#organization\",\"name\":\"GoSquared\",\"url\":\"https:\/\/www.gosquared.com\/blog\/\",\"sameAs\":[\"https:\/\/instagram.com\/gosquaredteam\",\"https:\/\/www.linkedin.com\/company\/go-squared-ltd.\",\"https:\/\/www.facebook.com\/GoSquared\",\"https:\/\/twitter.com\/GoSquared\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2015\/07\/gosquared.png\",\"contentUrl\":\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2015\/07\/gosquared.png\",\"width\":1270,\"height\":250,\"caption\":\"GoSquared\"},\"image\":{\"@id\":\"https:\/\/www.gosquared.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/#website\",\"url\":\"https:\/\/www.gosquared.com\/blog\/\",\"name\":\"GoSquared Blog\",\"description\":\"Turn visitors into customers.\",\"publisher\":{\"@id\":\"https:\/\/www.gosquared.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.gosquared.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#primaryimage\",\"url\":\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2021\/01\/21_01_04_B2B_SaaS_Marketing_OG@2x.png\",\"contentUrl\":\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2021\/01\/21_01_04_B2B_SaaS_Marketing_OG@2x.png\",\"width\":2048,\"height\":1024,\"caption\":\"B2B SaaS Marketing Tips\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#webpage\",\"url\":\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing\",\"name\":\"B2B SaaS marketing: 75+ examples and tips - GoSquared Blog\",\"isPartOf\":{\"@id\":\"https:\/\/www.gosquared.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#primaryimage\"},\"datePublished\":\"2021-01-18T15:37:23+00:00\",\"dateModified\":\"2021-01-18T17:09:18+00:00\",\"description\":\"B2B SaaS marketing is complex. What works for each SaaS company depends on their target audience and price point. Level up with these examples and tips.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.gosquared.com\/blog\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"B2B SaaS marketing: 75+ examples and tips\"}]},{\"@type\":\"Article\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#webpage\"},\"author\":{\"@id\":\"https:\/\/www.gosquared.com\/blog\/#\/schema\/person\/59cfc41f7760f0ca97e40f16532ce7c8\"},\"headline\":\"B2B SaaS marketing: 75+ examples and tips\",\"datePublished\":\"2021-01-18T15:37:23+00:00\",\"dateModified\":\"2021-01-18T17:09:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#webpage\"},\"wordCount\":2525,\"publisher\":{\"@id\":\"https:\/\/www.gosquared.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2021\/01\/21_01_04_B2B_SaaS_Marketing_OG@2x.png\",\"keywords\":[\"B2B\",\"SaaS Marketing\"],\"articleSection\":[\"Master Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/#\/schema\/person\/59cfc41f7760f0ca97e40f16532ce7c8\",\"name\":\"Dayana Mayfield\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.gosquared.com\/blog\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/4fe7a36a5dee40d12a7798144027dbd8a6d19fcd11e5c02350837c598dc75988?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/4fe7a36a5dee40d12a7798144027dbd8a6d19fcd11e5c02350837c598dc75988?s=96&d=mm&r=g\",\"caption\":\"Dayana Mayfield\"},\"description\":\"Dayana is a B2B SaaS copywriter and content marketer who lives in Northern California. She loves messaging and storytelling alike.\",\"url\":\"https:\/\/www.gosquared.com\/blog\/author\/dayana\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"B2B SaaS marketing: 75+ examples and tips - GoSquared Blog","description":"B2B SaaS marketing is complex. What works for each SaaS company depends on their target audience and price point. Level up with these examples and tips.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing","og_locale":"en_US","og_type":"article","og_title":"B2B SaaS marketing: 75+ examples and tips","og_description":"B2B SaaS marketing is complex. What works for each SaaS company depends on their target audience and price point. Level up with these examples and tips.","og_url":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing","og_site_name":"GoSquared Blog","article_publisher":"https:\/\/www.facebook.com\/GoSquared","article_published_time":"2021-01-18T15:37:23+00:00","article_modified_time":"2021-01-18T17:09:18+00:00","og_image":[{"width":2048,"height":1024,"url":"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2021\/01\/21_01_04_B2B_SaaS_Marketing_OG@2x.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_image":"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2021\/01\/21_01_04_B2B_SaaS_Marketing_OG@2x.png","twitter_creator":"@GoSquared","twitter_site":"@GoSquared","twitter_misc":{"Written by":"Dayana Mayfield","Est. reading time":"13 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Organization","@id":"https:\/\/www.gosquared.com\/blog\/#organization","name":"GoSquared","url":"https:\/\/www.gosquared.com\/blog\/","sameAs":["https:\/\/instagram.com\/gosquaredteam","https:\/\/www.linkedin.com\/company\/go-squared-ltd.","https:\/\/www.facebook.com\/GoSquared","https:\/\/twitter.com\/GoSquared"],"logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.gosquared.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2015\/07\/gosquared.png","contentUrl":"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2015\/07\/gosquared.png","width":1270,"height":250,"caption":"GoSquared"},"image":{"@id":"https:\/\/www.gosquared.com\/blog\/#\/schema\/logo\/image\/"}},{"@type":"WebSite","@id":"https:\/\/www.gosquared.com\/blog\/#website","url":"https:\/\/www.gosquared.com\/blog\/","name":"GoSquared Blog","description":"Turn visitors into customers.","publisher":{"@id":"https:\/\/www.gosquared.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.gosquared.com\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#primaryimage","url":"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2021\/01\/21_01_04_B2B_SaaS_Marketing_OG@2x.png","contentUrl":"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2021\/01\/21_01_04_B2B_SaaS_Marketing_OG@2x.png","width":2048,"height":1024,"caption":"B2B SaaS Marketing Tips"},{"@type":"WebPage","@id":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#webpage","url":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing","name":"B2B SaaS marketing: 75+ examples and tips - GoSquared Blog","isPartOf":{"@id":"https:\/\/www.gosquared.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#primaryimage"},"datePublished":"2021-01-18T15:37:23+00:00","dateModified":"2021-01-18T17:09:18+00:00","description":"B2B SaaS marketing is complex. What works for each SaaS company depends on their target audience and price point. Level up with these examples and tips.","breadcrumb":{"@id":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.gosquared.com\/blog"},{"@type":"ListItem","position":2,"name":"B2B SaaS marketing: 75+ examples and tips"}]},{"@type":"Article","@id":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#article","isPartOf":{"@id":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#webpage"},"author":{"@id":"https:\/\/www.gosquared.com\/blog\/#\/schema\/person\/59cfc41f7760f0ca97e40f16532ce7c8"},"headline":"B2B SaaS marketing: 75+ examples and tips","datePublished":"2021-01-18T15:37:23+00:00","dateModified":"2021-01-18T17:09:18+00:00","mainEntityOfPage":{"@id":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#webpage"},"wordCount":2525,"publisher":{"@id":"https:\/\/www.gosquared.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.gosquared.com\/blog\/b2b-saas-marketing#primaryimage"},"thumbnailUrl":"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2021\/01\/21_01_04_B2B_SaaS_Marketing_OG@2x.png","keywords":["B2B","SaaS Marketing"],"articleSection":["Master Marketing"],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.gosquared.com\/blog\/#\/schema\/person\/59cfc41f7760f0ca97e40f16532ce7c8","name":"Dayana Mayfield","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.gosquared.com\/blog\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/4fe7a36a5dee40d12a7798144027dbd8a6d19fcd11e5c02350837c598dc75988?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/4fe7a36a5dee40d12a7798144027dbd8a6d19fcd11e5c02350837c598dc75988?s=96&d=mm&r=g","caption":"Dayana Mayfield"},"description":"Dayana is a B2B SaaS copywriter and content marketer who lives in Northern California. She loves messaging and storytelling alike.","url":"https:\/\/www.gosquared.com\/blog\/author\/dayana"}]}},"wps_subtitle":"","_links":{"self":[{"href":"https:\/\/www.gosquared.com\/blog\/wp-json\/wp\/v2\/posts\/8613","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gosquared.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gosquared.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gosquared.com\/blog\/wp-json\/wp\/v2\/users\/32"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gosquared.com\/blog\/wp-json\/wp\/v2\/comments?post=8613"}],"version-history":[{"count":0,"href":"https:\/\/www.gosquared.com\/blog\/wp-json\/wp\/v2\/posts\/8613\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.gosquared.com\/blog\/wp-json\/wp\/v2\/media?parent=8613"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gosquared.com\/blog\/wp-json\/wp\/v2\/categories?post=8613"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gosquared.com\/blog\/wp-json\/wp\/v2\/tags?post=8613"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}