SaaS marketing is challenging. This is because the focus in SaaS marketing is much more on the "onboarding" and "education" of leads. And while the sales cycle can be short, the number of "touch points" are on average much higher than in other industries.
In short, the lead needs very multiple contact moments with your software product if it is to become a paying customer.
The best Saas organizations approach their marketing differently. They put 50% of the focus of their marketing on the buyer journey, or customer journey.
This means that you get more results from your sales and marketing activities when you have a specific and personalized marketing message for each target group.
This motto applies to every industry. And especially for SaaS.
Suppose you have a project management software, and the target market for your SaaS product is project managers.
To gather leads for your software, you decide to write an e-book.
However, if you want to get the most results from this e-book, you would write several specific variations of this e-book. This will get you more results and leads than a general e-book.
For example: a manager from the financial industry is more likely to click to your website if he sees an e-book of your software called "The Future of Project Management in the finance industry. This obviously works much better than a generic e-book, like "The Future of Project Management.
See here a great example from email marketing software Aweber, where they have written very specific ebooks:
In short, target group marketing ensures that your target group receives a personalized message, focused on their business.
This is how SearchUser works out audience marketing for finance consulting:
1. We develop specific ads fora specific target audience.
2. We develop a specific offering for this target group, for example, an e-book, white paper, email course, etc.
3. We write a specific, automated follow-up for this target group in the form of informative emails, case studies, etc.
4. We measure what your leads do on the website, and when these leads are ready for the sale.
Is your software organization ready for audience marketing?
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