How to Build Effective Marketing Goals in B2B SaaS
Today, successful marketing teams try to keep their position as the most effective in the marketplace. They do this by providing clients with impressive experiences and get significant results. When looking at the most successful B2B SaaS companies, there are obvious characteristics that set them apart. Some excel at creating a strong brand among their target audience. Some excel at creating unique, insightful content that drives performance and others may excel at direct acquisition and paid marketing. To help your B2B SaaS marketing team stand out from the crowd you have to have a clear insight into your marketing goals – today, we talk about some of those goals such as customer retention, upselling, and lead generation.
The entire goal of customer retention is to keep your customers interested for as long as possible. Essentially, you want your customer to stay and continue to buy. In order to do this you need to gain your customers trust and loyalty. Customer retention isn’t something that happens overnight. It’s something you need to continually nurture because as soon as customers see that you don’t care anymore, neither will they and they will stop coming back.
Upselling is designed to inspire customers to buy additional items or upgrades. Upselling is easier to sell to an existing customer than to a new one. Putting the right upsell product before an existing customer at the right time is a crucial sales growth tactic. As soon as the users get engaged with a SaaS product, they are more likely to buy anything offered additionally. In the end, upselling is a lucrative technique that can bring a 20-25% rise in revenue if presented properly.
We talk about lead generation a lot because it’s so important when it comes to your business. This is also where automation marketing can come in handy. Your customers will come in contact with a CTA on your site or ad, they click the CTA which will bring them to an offer which should present some type of value to the customer. When they click the offer, they will need to fill out a form, once they fill this out – they become a lead. When these steps are completed, you must use different promotion channels for driving traffic and generating leads such as emails, social media, blogs, ads, etc. Once you have the leads, marketing automation can be set up to create different marketing tasks to your customers based on where they are in the buying cycle. You’ll learn important information about your leads as people and the way they interact with your business. You’ll be able to change your strategy based on your lead profiles to keep them interested and turn the lead into a sale.
Building the foundation of a successful B2B SaaS marketing organization begins with setting effective marketing goals. With the start of the goals discussed today, you are well on your way to becoming successful. If you need further assistance, please feel free to give us a call – we’re happy to help!