9 Best B2B SaaS Marketing Channels to Grow Business in 2024

Did you know that B2B SaaS companies that use the right marketing channels witness a remarkable 73% increase in revenue growth? This astonishing statistic highlights the significant impact that well-executed marketing strategies can have in the growing world of B2B SaaS.

So, if you are ready to fully learn about the inner workings and potential of these game-changing channels and increase your sales and brand awareness, keep reading.

In this article, we will talk about the best marketing channels for B2B SaaS companies. 

What is B2B SaaS Marketing?

Before learning about B2B SaaS marketing, let’s first understand what is B2B SaaS. According to a research paper, SaaS is a part of cloud computing. In B2B SaaS, software service providers deliver their software solutions to global brands and businesses through the Internet. 

Users need to pay a subscription fee to use the various applications of the software. B2B SaaS marketing refers to the specific marketing strategies and techniques that Software as Service companies use to target and engage with other businesses as their primary customer base.

For instance, companies like Airstream, Ceros, Mews, and Strava use the services of the B2B company HubSpot. To gain and maintain such clients, HubSpot uses content marketing, social media marketing, and email marketing strategies.

Top 9 Effective B2B SaaS Marketing Channels for You

B2B SaaS marketers use multiple digital and paid marketing channels to reach other businesses and sell their software solutions. There are several SaaS marketing channels out there. Below, we have listed some B2B SaaS marketing channels examples.

1. Linkedin

For a B2B SaaS company, your ideal customers are business buyers. LinkedIn is the most effective channel to reach business buyers. This is because 55 million global companies have an account on LinkedIn. Additionally, you can reach your potential buyers organically through LinkedIn. 

This means if you post about your SaaS company and software solutions on LinkedIn every week, you have a three times greater chance of connecting with a large number of potential clients than if you posted on Facebook.

2. Webinars

As a B2B SaaS company owner, you should focus on two major things:

• Connecting with as many companies as you can.
• Building trust with the officials there to make the sales process easier and the conversion rate higher.

However, achieving these goals is not easy due to the high level of competition in the market. Thus, you should host multiple webinars and events. This way, you can present your SaaS company and the unique features of your services to officials from various businesses.

In a survey, it was found that 73% of SaaS marketers prefer to host webinars for the following reasons:

• Reach a large audience in a short time.
• Easily explain how to use the software applications to new clients.
• To collect feedback from current users.
• Generate successful leads.

3. Referral Programs

Did you know that 84% of entrepreneurs rely on recommendations from trusted business owners or employees within their organization when choosing software solutions?

Take Slack, for example. The company has a successful referral program where they encourage their current clients to share their referral links with other business owners or colleagues. This way, this company uses its loyal clients to gain new members. 

This is a smart SaaS growth strategy that you can also use in your own SaaS company. To see quick results, you can do the following:

• Offer extended trial periods and discounts on premium features to influence price-sensitive customers.
• Provide easy-to-use referral links and pre-written emails so that it becomes effortless for clients to refer others.

4. Email

Did you know that email marketing offers the highest return on investment at the lowest cost? For every dollar spent on a data-driven email, you can earn up to forty-four dollars.

Thus, you should personalize your email campaigns by obtaining information about the requirements of your prospective clients. Relevant emails will more effectively convince decision-makers in B2B SaaS companies.

You should also use A/B testing to analyze the effectiveness of different email subject lines, content formats, and calls to action. This will help you optimize your email campaigns to attract various people. 

5. Cold Calling

As a B2B SaaS company owner, you can show your professionalism, expertise, and knowledge to other experts in the market through cold calling. This is also a great way to make your prospective clients understand how your software can solve their business problems. 

After conducting a survey, researchers found that 49% of potential buyers actually prefer receiving cold calls. Plus, their buying decisions can be influenced if the cold caller provides them with accurate data.

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You can use the following tips before making cold calls:

• Research your prospective client.
• Talk about your SaaS solution clearly so that your client can easily understand it.
• Keep the call brief and maintain an approachable tone throughout the conversation.
• Instead of immediately pushing for a sale, listen to the client’s inquiries

6. Paid Advertising

Paid advertising is an expensive yet effective marketing channel that 95% of SaaS companies use to reach their target audience and convert them from leads into permanent clients. 

There are many platforms where you can run personalized ads about your company and offerings, such as

• Google.
• Twitter.
• YouTube.
• Facebook.
• Reddit.

By running personalized ads featuring your SaaS offerings on these platforms, you can easily get a 66% return on your investments. Paid advertising helps you stand out from competitors and communicate the right message to your target audience. 

Keep this thing in mind before using the paid advertising channel:

• Experiment with various ad formats to discover the ones that resonate most with your target audience,
• Make sure that your landing page is updated and optimized to match the messaging in your paid ads.
• Use retargeting ads to re-engage potential customers who have already shown interest in your SaaS solution.

7. Trade shows & Conferences

B2B SaaS companies like HubSpot, Shopify, and Adobe conduct creativity conferences and trade shows to connect with potential clients. For instance, HubSpot organized a three-day conference to explore new market trends, conduct workshops, engage with users, and talk about artificial intelligence trends. 

You can also take advantage of trade shows and conferences to do the following:

• Build an eye-catching booth and show a demo of how to use your SaaS solution to grab everyone’s attention at a trade show.
• You can give special offers specifically for trade shows or conference attendees. This will influence them to try out your product.
• Create and give presentations that highlight the unique value your SaaS product brings to the market.

8. Word of Mouth

This is one of the most traditional and organic marketing channels that you can use to grow your B2B SaaS company up to 54%. 

Researchers have found that 72% of business owners tend to follow the purchasing advice of their friends and family. Additionally, word of mouth influences 92% of business owners to try out SaaS solutions from new companies.

So, if you want to convince at least 91% of B2B buyers to try out your SaaS solution, it’s crucial to learn how to use word of mouth effectively. Try to master these practices:

• Offering quality service to all your clients to keep them satisfied. When satisfied customers refer your services to other business owners, you will organically gain new users.
• Developing a strong presence on platforms like Facebook and LinkedIn. Create groups where your previous clients can leave positive comments and share their experiences.

9. Search Engine Optimization

SEO can be a great channel for any B2B SaaS company to attract clients and generate leads. 

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You can try this tactic as well. Start producing relevant and informative content about your B2B SaaS company and products so that your content ranks on Google.

This way, when potential clients search for specific SaaS solutions, your company and products will be visible to them first. This will help you increase your brand visibility and convert traffic into potential clients. 

To get the best results from this channel, you need to work on it for at least six to twelve months. 

Tips to Choose the Right B2B SaaS Marketing Channels

There are various factors you should consider when choosing marketing channels for B2B SaaS companies. Some of these factors include:

• Determine the businesses you want to target with the marketing channels.
• Make sure your content is accurate, attractive, and relevant before publishing it on your company’s website.
• Consistently post new content to attract a larger audience and generate more traffic.
• You should use marketing channels where entrepreneurs and business associates are most active.
• Always try to reach the right people to generate more leads.

FAQs

You can read the FAQs we have given below to learn more about B2B SaaS marketing channels and strategies.

What type of marketing channels are effective for the initial period of your B2B SaaS company?

If your B2B SaaS company is fairly new, you should first try out marketing channels that are easy to use and free, such as LinkedIn, email marketing, and content marketing. After gaining a certain number of users, you can then move on to more scalable and paid options like Google Ads, and conferences.

Should B2B SaaS companies use multiple marketing channels simultaneously?

Yes, a B2B SaaS company can use multiple marketing channels at the same time to maximize the number of clients they reach and make the most of their resources. However, determining which channel is bringing in more leads can help the company focus its efforts on its most profitable channel.

Are there significant differences between B2B & B2C SaaS marketing channels?

There are some key differences between B2B SaaS marketing channels and B2C SaaS marketing channels. Specifically, B2B SaaS marketing channels such as cold calling, webinars, and conferences are directed toward entrepreneurs and business professionals. However, B2C SaaS marketing channels like influencer marketing are designed to target regular customers.

How can marketing automation tools help B2B SaaS companies?

Marketing automation tools can help automate email campaigns, personalize content, track customer behavior, and provide valuable customer data to the marketing team of a B2B SaaS company. These tools increase their productivity and help them choose the best marketing channels.

How can account-based marketing be used by B2B SaaS companies?

This marketing technique will help B2B SaaS companies identify high-value industry leaders who might be interested in the company’s SaaS solution. It helps the B2B SaaS owner create personalized content for profitable clients in the industry. Thus, the lead conversion rate increases. 

Final Words

Overall, in this article, we have focused on the top marketing channels that can help any B2B SaaS company establish itself among market leaders. 

Not only that but by using these marketing channels properly, B2B SaaS companies can reach entrepreneurs and business officials who are looking for effective SaaS solutions. 

However, you should ensure that the marketing channel you plan to use is appropriate for your business model. Use these marketing channels wisely to generate leads and grow your business in the competitive market.