B2B SaaS Marketing At Scale


(Rishi Shiva) #1

Thank you for the invite @andrewchen. Looks like a great forum. I see much content on B2C growth strategies. Not much on B2B, SaaS side.

We are a SaaS company that uses AI to automate mobile UA across FB, GOOG, SNAP, and Apple search. We are doing ok building new business via our efforts on LinkedIn, SEM and FB offers.

We want to do this at scale, wondering if anyone here has insights or a marketing angle to share that will help us amplify our growth. We are doing a lot of micro-events that is helping us build interest in our platform. Would love to 10x it without breaking the bank :slight_smile:

Thanks in advance.


(Andrew Chen) #2

It’s a bit on the older side now, but I think this is the best book on the entire topic. Written by one of the key players that built Salesforce. Link below.

Generally I think there’s actually a ton on B2B/SaaS. It’s over at SaaStr, Forentrepreneurs, etc. The challenge is that it feels noisier and less relevant than the consumer stuff.


(Erik Bower) #3

I would recommend taking the accounts you have already sold to and building a target list of accounts based on a simple lookalike model. That will increase your hit rate instead of wading through a bunch of accounts that were never going to buy. So who will buy next is already in your data. Worked for us.


(Felix) #4

+1 on @erikbower’s comment.

Also, you may have done this already but before you scale, I would highly recommend investing time & resources on Product Marketing research and really understanding and crisply articulating the use case(s) of who you are after, what problem are you solving for them, etc. There are a ton of frameworks out there (JTBD being the most commonly used) but after you come up with personas and customer journeys, you can think of channels to reach those audiences.

SEM, LinkedIn and FB is probably the core channels but they quickly become overcrowded and expensive, so growth will come from more ‘hacking’ techniques of where you can find these audiences at a lower CAC I’d say… (you may need to buy data, cross it with publicly available data + internal data, have some algorithms, etc). I would look at companies like Drift who are best in class doing these kind of things.

Hope it helps!


(Tanmayi Sai) #5

Hi,

I don’t know specifically about B2B marketing myself but I’m attending this conference to learn more about it

Seems specifically for B2B companies.


(Nabeel Azeez) #6

I can’t give you an angle but I would advise

Sticking to the basics.

  1. Good copy on your money pages - home, about, features, pricing
  2. A content strategy targeting your ideal buyer, starting with BOFU content, then working your way up to TOFU
  3. A predictable paid acquisition campaign to use while your content marketing gains momentum

You want your CAC looking like this over time


(Sambit Behera) #7

be careful to reduce re-targeting as then you are just wasting CPM on folks who have no interest in your ad…

lookalike matching via facebook’s algos v/s a solution like a proprietary c-analytica-something might further help augment your targeting and manipulative strategy