Product Marketing Best Practices for B2B SaaS Success

If you’re like me, you’ve seen or tried a wide range of B2B SaaS product marketing strategies. With so many tactics and opinions out there, it’s all too easy to spread yourself or your team thin trying to find the best combination of tactics. Let me save you a little time by providing my top 5 priority list of B2B SaaS product marketing best practices that can go a long way toward delivering the results you need.

  1. The Power of Personalization. It’s not surprising that buyers are much more responsive to messaging that makes them feel like you understand their pains and needs. In fact, McKinsey has found that personalized marketing can increase sales conversions by up to 20%. Of course, understanding pains and needs starts with market research and ideally conducting 1-on-1 interviews with people who have jobs and profiles similar to your target buyers. Then you need to translate those insights into messaging that positions your SaaS product as the ideal no-brainer solution. And don’t forget to use a CRM tool like HubSpot to help you segment your target audience so that you can direct the right message (i.e. the right story) to the right people at the right time.
  2. The Art of Storytelling. We all love a good story, and buyers will especially love a good story about how a product can transform their world. Need proof? Forbes stated that a compelling brand story can increase product value perception by 20%. To craft a compelling story, you need to do more than just connect buyer pains with how your product solves them. There’s an art to telling a brand and product story. You need to add emotion-based messaging that grabs a buyer’s attention at a deep, personal level. Use customer testimonials and case studies to make your story more relatable. And here’s a tip: Since a good story is not just told, it’s experienced, use visual storytelling tools like Prezi to bring your story to life.
  3. The Freemium Advantage. For buyers who are on the fence, offering a free version of your product can be a clever way to let them experience your product and see the value it produces before they buy. OpenView Partners found that this approach can increase conversion rates by 25%. Just make sure that your free version provides enough value to entice buyers, but leaves room for upgrading. Tools like Chargebee can help you manage your freemium model and track user behavior.
  4. The Magic of Metrics.The right kind of data analytics can work magic on your product marketing efforts. Spend some time identifying what data can be captured from the different sources available and how that data can be analyzed to provide insights on what’s working and what’s not working. Establish KPI reporting cycles and make sure that the appropriate people are held accountable. Tools like Google Analytics can help you track these metrics and gain insights into your marketing performance. Remember, what gets measured gets managed!
  5. The Customer Success Factor. Customer Success can often be an overlooked or under-resourced best practice. I’m not sure why. Marketing and the buyer’s journey and brand experience doesn’t stop when the deal is closed-won. Everyone knows that it costs 4 or 5 times more to acquire a new customer versus keeping a current customer. So invest in a dedicated customer success team, provide them with ongoing training, and give them the tools they need to deliver an exceptional buyer experience. What impact can this produce? A strong customer success team can reduce churn by 15% (Source: Totango).

These best practices can be a great place to start for any B2B SaaS company looking to increase customer engagement, conversion rates, and retention.