Specific marketing strategies for SaaS (Software as a Service)
By Ester Ribas , January 28
SaaS , a software distribution model in which software and data are not centralized and hosted within the same company, but on an external server. A system that has become very popular among companies.
In 2019, the SaaS market reached revenues of approximately 100 billion dollars . A very significant figure and according to the latest Synergy Research report on this market, its revenues in the last 10 years have increased by 39% on average year-on-year. Very positive data that does not help to visualize what the outlook will be for this 2020 in the consumption of SaaS by companies.
The report also explains that this SaaS trend by companies is thanks to the improvements that have been made over time in hosting capabilities . It is also due to a more flexible economy and greater convenience that it offers when moving a model to the cloud.
Despite its popularity, competition is fierce and selling SaaS is becoming an increasingly complicated task. Therefore, for companies distributing this type of software, it is important to find the most appropriate messages and methods that differentiate them from the competition .
Specific Marketing Strategies for SaaS (Software as a Service)
Challenges when selling SaaS
As we have mentioned, fierce competition is one of the main challenges faced by SaaS distribution companies, however, other challenges must also be added, which are equally important as differentiating themselves from their competition.
Acquiring new customers quickly
Retain and retain existing customers
Offer a fast integration service and 24/7 maintenance with the capacity to cover the volume of work.
But the biggest challenge is undoubtedly to offer a SaaS system that users really like . Sometimes it doesn't have to be the most innovative of all, it's enough that it works and meets the main needs of companies.
How to create a product that people like?
Suitable product
Making sure that the product your company offers is what businesses really need is essential. Before selling them anything, try to find out what their problems are and whether your product can address them.
Who are you addressing?
In addition, you must be clear about your Buyer Persona , that is, who you are targeting or which companies you can respond to with your SaaS product (large companies, multinationals, SMEs, startups, etc.) . Do not try to reach an audience that you know you will not be able to respond to, only then will your company be successful.
Agility in sales
Once you have developed the product and you truly believe that it is what companies need, it is time to bring it to market and achieve at&t email list sales as soon as possible, to recoup and recover the investment made. To do this, many companies are already betting on Inbound Marketing with content marketing strategies, promotion through social networks, email marketing campaigns... and everything that this encompasses .
The key is to create a sales channel through which companies can easily find you and quickly obtain the software.
Inbound Marketing to sell SaaS
Putting up ads is fine, it's a good way to get visibility. But if you focus all your capital and efforts on advertising and it doesn't work, your company will be submerged in a sea of debt.
It is for reasons like these that many companies decide to invest in Inbound Marketing, focusing their efforts on finding sales opportunities , that is, companies that fit your buyer persona, and therefore, can become a potential client.
Their mission is to create content with personalized messages to attract the customer's attention , get them interested in your product/service, ask for information and ultimately make a purchase.
A series of actions and processes with the aim of guiding the consumer through all the phases of the sales process to ensure that they become a real customer .
But without a doubt, one of the main concerns of SaaS distributors is to obtain recurring monthly income, therefore, to offer a good service so that customers stay for a long period of time . These are not stores that buy and sell products instantly, such as clothing or furniture, but the idea is to find long-term customers.
To do this, a very good technique is education. Offer training to companies so that they learn to get the most out of their investment in software , as well as good customer service, to solve any doubts or problems your client may have. For this reason, we recommend offering 24/7 service , so that in the event of a failure or error, the system can be automatically recovered, avoiding losses for your client company.
The key to selling SaaS is knowing how to do marketing. Knowing where to focus your efforts and resources to get sales.
If you think that marketing is not for you or you do not have an internal department, an agency is your solution .
