Account-Based Marketing for SaaS

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"The ABM Agency is truly an integral part of our marketing strategy, and we view them as strategic partners as opposed to vendors. They continue to problem solve and execute campaigns that result in better ROIs and more high-value leads."

Leigh Chesley

Senior Manager Marketing Programs | Global Logistics Corporation

There’s no industry that requires a skillful, confident digital marketing hand quite like SaaS. To find success and get to the point where the software sells itself, SaaS companies must constantly evolve and test new ways to engage accounts throughout the buyer’s journey. Actionable and forward-thinking, SaaS is a dynamic market where leaders in the field generate as many as eight times more visitors than those who simply follow the status quo (DDD).

But we don’t have to tell you that. Our job is to show you how our B2B digital marketing agency can partner with your SaaS company to get your product in front of the right audience, perfect the customer experience as it relates to retention, and generate high-quality, high-volume conversions along the way.

Full-Service Account Based Marketing or Plug In Where You Need Help

1. Strategy

Creating and expanding a unique SaaS digital marketing strategy is where we like to begin. This starts with defining your buyer persona (as precise as you’d like) and mapping the buyer’s journey. From there, we focus on determining the assets you’ll need through your marketing campaign, the exact message you’d like to communicate, and how you will track accounts as they through the sales funnel.

2. Assets

SaaS is inherently modern, yet accessible. Your content assets—whether it’s ad sets, blog posts, or social media imagery—should reflect that.

Telling your brand and product’s story—with eye-catching creative and clear, clever copy—is the only way to navigate through this crowded space and provide tangible, engaging information to your targeted account list. White papers, case studies, blog posts, ad copy… all curated and personalized by target, funnel position, and channel.

3. Channels

While content marketing usually reigns supreme in the SaaS world, we firmly believe in the importance of a true omnichannel approach. Programmatic, SEO, PPC, paid social, and marketing automation also play critical roles in developing an effective B2B marketing campaign—as long as you continue to tell your story in a consistent, cohesive manner.

4. Integration

Your tech stack is our tech stack; our analysts are completely agnostic when it comes to CRMs, predictive software, Company Match tools, Intent data providers or marketing automation… you name it. If you aren’t head over heels with your current tech stack, we’ll help you develop a system that works for you—and build out a customized dashboard your entire team can utilize and benefit from.

5. Reporting

No one understands the beauty of accurate, informative reporting like a SaaS company—except our reporting and analytics team. Our unique reporting structure, known as account scoring, looks at a variety of metrics across your campaigns—intent data, page views, on-site interaction, campaign score, and content score—in order to score and rank campaign performance and determine a target’s place within the sales funnel.

Our Omnichannel Digital Marketing Approach to ABM for SaaS

When we say all the channels, we mean all the channels

1. Content Marketing

Content marketing isn’t something you can do blindly; it requires strategy and skill. It’s an investment and takes time to pay off, but it’s the backbone of success for B2B SaaS marketing.

2. Programmatic

To make an impression in the B2B SaaS space, you must have control over whom you target and what you target with. Programmatic advertising is, by far and away, the best channel for personalized marketing.

3. SEO

SEO might play the long game, but it’s still relevant for SaaS companies—even those with shorter sales cycles. Without SEO, your content marketing measures lose potential, and you continuously miss out valuable opportunities.

4. PPC

As the most commonly used paid search model, PPC is the best way to advertise to your target audience and receive an impressive return on ad spend.

5. LinkedIn

It’s simple: Paid social media channels, like Instagram and Facebook, aren’t going to bring the same return as LinkedIn. By meeting your audience on LinkedIn, you’ll have access to more relevant information for targeting (job title, organization, etc).

6. Marketing Automation

In order to create and maintain scalable, sustainable marketing campaigns, you need marketing automation. Not only does it automate processes, but it allows for complete alignment between sales and marketing teams.

Account-Based Marketing and Demand Generation for B2B SaaS Companies

As the world becomes increasingly more digital and remote-friendly, the need for SaaS builds exponentially. While a high demand is good news, it also means competition will be steep. Setting yourself apart from your competitors and introducing your brand, service, or product to a B2B buyer—and continuing to engage them—in effective, memorable ways is the key to winning business and closing deals.

That’s where account-based marketing (ABM) and demand generation come into the picture.

Account-Based Marketing

Demand
Generation

The easy part of marketing SaaS is determining your audience. Often, SaaS companies already know the type of company that will be interested in what they offer. The hard part is identifying high-value accounts and the buying committees (those with actual decision-making power) within those organizations—and doing so in a profitable manner. Account-based marketing is a scalable, data-driven strategy that solves this conundrum with prospect data and real-time customer experience tools. A one-to-one or one-to-few approach to personalized buying experiences, ABM tactics boost ROI and customer retention across the board for SaaS organizations.

If your SaaS company is looking to either develop a market for your product or build a larger market share, demand generation is the path you should take. With more of a focus on discoverability, awareness, and interest, demand generation is the ideal solution when your target account list might not be aware they need your service. Similar to ABM, demand generation uses an omnichannel approach to fill the funnel and acquire customers with tailored digital marketing assets and activations.

How SaaS Providers Can Use Account-Based Marketing Strategies to Protect Business and Generate Growth During and After COVID-19

Is your SaaS company in need of a B2B digital marketing agency?

Account-Based Marketing for SaaS ​