How to Create a B2B SaaS Marketing Plan step-by-step Guide

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You might be thinking, “I already have a marketing strategy!” ” But What should I know about creating a successful B2B SaaS Marketing Plan? What are the most important steps to follow? What am I supposed to concentrate on? What are some of the strategies that other businesses have used for success?” These are all excellent questions.

However, the first step is to recognize your present technique and how it works for you. Before you select new methods that may work better for you, you must first evaluate what current strategies are working and which aren’t. That is why this blog article is so essential! We’ll go through how to make an effective B2B SaaS Marketing Plan step-by-step, so you can do it as well!


What is B2B SaaS Marketing Strategy?

SaaS stands for Software-as-a-Service. As a marketing strategy, business-to-business software marketing is one of the most important tools in this ERA of the Digital World.

B2B SaaS sales strategy is effective because it is more efficient than other marketing strategies. As a business owner, what this means for you is that your budget will not be wasted on ineffective methods of promotion and advertising. Instead, the money invested into SaaS marketing goes directly to increase sales.

Companies that have already started their B2B SaaS Marketing are seeing great results! 

It has been extremely beneficial in improving customer retention rates, increasing ROI (return on investment), and generating leads with ease like never before!

To create an effective B2B SaaS marketing plan, you have to follow these steps.

Define your target market

The first step in creating an effective marketing plan for a software company that you or your client run is to define your target market. 

Defining who you’re trying to reach with your product or service is essential in order for the rest of the process to make sense.

If you don’t know where to start, take a look at these resources: 

  • List all keywords related to your business and focus on those that generate interest from potential customers – choose between three and five keywords per page. 
  • For Keyword research, you can use Google’s Keyword Planner Tool or any other marketing planning software
  • Then select two words/phrases that would best describe what makes your company unique!
  • You should be able to sum this up in one sentence.
  • Make sure it reflects how people think about buying what you sell and what makes your company unique.
  • Use the keywords you’ve selected to begin building a list of potential customers that may be interested in what it is that you’re selling.
  • Define their demographics, psychographics, and behavior patterns as concisely as possible (you can use this information to help create buyer personas).
  • After defining who your target market is/who will buy from you, find out where those people are spending time online by doing some research through Google Analytics or another social media monitoring tool.

Figure out what your target market needs

Once you have a list of the best sites for marketing, find out which ones are most cost-effective and create content that will appeal to potential customers on each site. 

If it makes sense, advertise there as well! Define how much money should be spent per month or week in order to get results from SaaS Digital Marketing (this process is called “budgeting” and can be done with either Google Analytics or by following industry standards).

The next step is getting people onto your email list – because if they’ve signed up, it’s going to make everything else we’ve mentioned here obsolete. Start creating captivating headlines and offers that’ll entice you.

Set Up email campaign

Set up an email campaign to keep in touch with past customers and potential clients

An email marketing campaign is a set of automated, personalized messages that are sent to a list of subscribers. Periodically send them offers, discounts, updates about your company, etc. This is a great way to stay in contact with people who have shown interest in your business. 

You can either use an email marketing service like MailChimp or do it yourself. If you go the DIY approach, be sure to:

  • Define your SaaS business plan (Goal) and how it will be measured (e.g., number of new subscribers generated)
  • Write a plan for each Campaign that includes what the message says, when is it sent, who’s sending it? 
  • Use images in your emails because studies show that people are more likely to read them! 
  • Test out different openers by A/B testing – this means creating two versions of something (e.g., subject lines) and seeing which one gets better results. 
  • Create templates so you don’t have to start from scratch every time. Make sure there’s a clear call to action.

Build Social Presence

Develop social media pages for both personal use and business promotion 

Social media can be a great way to show off your skills and achievements while also promoting your business.

 You should create a personal profile because people will find you more credible when they get to know who you really are. 

Your company should then have its own account, which should share content that’s related to the company itself.

It’s important for advertising SaaS businesses to actively post to Social media accounts about what’s happening in industry-relevant topics because You want people to become engaged with your content, so you’ll need to keep them coming back!

Make sure you’re posting on a regular basis. 

Design a lead magnet or free trial offer 

The best way to get people onto your email list is by offering something for free. This can be done in the form of an e-book, video series, webinar, etc., that you can send out to potential customers. 

You should also have a copy on your own site that people will sign up for in order to get the content. This is called a lead magnet. The process of creating the lead magnet should involve:

  • Brainstorming content ideas and deciding which one’s are worth pursuing
  • Planning out how you’ll get it created (e.g., outsourcing parts of it) so you know how long it’ll take. 
  • Creating a sales page, so people know what they’re signing up for 

Testing out the lead magnet to see if customers find your offer valuable and whether you should continue offering it (e.g., run an A/B test). Make sure that you have clear calls to action on all of your pages! 

Designing graphics or videos depending on which is more appealing to potential customers Designing copy that will get them excited enough about your product to sign up (e.g., create social media posts with “teasers” like: ‘Be one of the first 500 subscribers…’)

 Identify where there are opportunities for traffic generation, such as through marketing or advertising.

 Provide 24/7 Customer Support

Your business should be able to provide the support that customers can turn to for help if they need it. This is especially important when your company offers a free trial because people will have questions about how the product works. 

Make sure you’re providing enough information on your website, so customers are confident in their decision before signing up! 

You might also need to consider offering live chat or phone support during peak hours since this saves time and frustration for Customers! 

The best way to convince someone of your value as a service provider is by showing them that you care about them, which means giving potential customers access through accounts where they can test out what you offer themselves. Give them one-on-one attention via email or social media messages, too!

Common mistakes to avoid when creating a B2B marketing plan:

While creating B2B Saas strategies, make sure to avoid these mistakes for the success of your Campaign.

Focusing too much on yourself and not your audience

You must communicate your expertise in a way that convinces potential consumers to trust you. Prospective customers must understand what they’ll get out of the product if you’re attempting to sell anything. People will soon lose interest if you only discuss how wonderful your business is without describing any advantages. Keep things current by discussing how amazing your product or service is while also emphasizing why customers should buy from you rather than others in the same sector.

Make AssumptionsAssumptions can easily be made and then tested using current data points to see if they are still valid. Before reevaluating them based on present data, make sure you have all of the relevant information – don’t build new ideas on assumptions.

  1. Not using analytics to figure out what’s working and what isn’t

You can discover which techniques are bringing the most traffic and where people abandon your sites, using tools like Google Analytics or any third-party applications. This is critical since it will indicate whether certain activities should be continued or postponed!

 If a lot of consumers click on one particular page on your website and then proceed deeper into the funnel, perhaps there should be additional content between those two parts. 

When someone doesn’t convert right away, it’s possible that they need more information before signing up.

  1. Not offering enough support.

If you aren’t able to answer questions or resolve problems quickly, people will leave! 

Customer Support is essential when it comes to free trials since customers will have a lot of inquiries about how the product works and whether it will be useful in their professional environment. 

Don’t underestimate the importance of having someone accessible who can assist with account creation, technical difficulties, and so on. 

After all, no one wants to spend money if they don’t know what they’re getting! Ensure that your website offers enough information for potential consumers to feel comfortable making a decision before signing up. 

This also saves time because self-service options are often more rapid.

  1. Focusing too much on new customers and not enough on Repeated Customers

Your business should focus more on customers who have done business with you in the past and less on those who haven’t when marketing to a B2B audience. This is because it’s tougher to persuade someone of the value of your goods if they’ve never tried anything from your company before.

 7. Not having a clear value proposition

Before you do anything, spend some time developing the ideal pitch to get potential consumers to sign up. This is because people need to know exactly what they will get out of your product or service before deciding whether or not it is worth paying for! 

When attempting to sell anything, having a strong value proposition can make all the difference.


To conclude, there are a lot of mistakes that can be made when creating B2B marketing strategies. To ensure your Campaign is successful, avoid these common pitfalls! Make sure you’re not talking about yourself too much and forget to mention the value proposition. 

People need to know what they’ll get out of it before going any further in the funnel. When someone doesn’t convert right away, try using analytics or asking them questions- do whatever it takes to figure out where you can provide more information for consumers, so they don’t leave without exploring all their options!

If you have any more suggestions or questions, feel free to add them in the comments section below!


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