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3 Tips for Aligning Marketing and Sales in B2B SaaS
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3 Tips for Aligning Marketing and Sales in B2B SaaS
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Black Pearl Matrix
Those are the 8 mistakes that compromise your ROI:
- Take the Same “Everywhere” Approach
- Assume There Are Only Human Clicks on PPC Campaigns for SaaS (and Not SaaS Too!)
- Underestimating Brand Recognition
- Ignore Audience Intent Signals
- Write Only Your Brand Keywords
- Overlook Opportunities with User Generated Content
- Not Building a Sales Funnel that goes from A to B with Extreme Clarity
- Ignore Current Customers When Thinking About Paid Media Campaigns
What do you know about cloud models? It is likely that you have heard the acronyms IaaS, PaaS and SaaS, as well as public, private and hybrid services. But even tech professionals have something to learn about this.
What does IaaS, PaaS ans SaaS means?
IaaS, PaaS and SaaS are just three different types of cloud services.
IaaS (Infrastructure As A Service) – Is a cloud service that offers networking, storage and virtual servers.
PaaS (Platform As A Service) – Is a cloud service that offers ready to use a platform for managing, maintaining, running or developing applications.
SaaS (Software As A Service) – Is a cloud service that offers a software applications necessary for different tasks.
Despite all the available information, investing in paid advertising in SaaS companies can seem very complex.
The tactics and resources to be employed in paid advertising always differ depending on your objective, the platform you use and the focus of the company.
But when working with paid advertising (PPC) in SaaS companies, there are even more differences and challenges. And those differences are closely tied to the target audience you’re trying to attract.
As difficult as it is to master this area, PPC is an important growth channel for most SaaS companies.
Unfortunately, the era of social media and free marketing is coming to an end along with the decline in organic reach.
Thus, competition with other SaaS companies in the top positions of search engines is becoming fiercer. Now more than ever, paid advertising is a key part of your marketing strategy.
Recent research has found that spending a higher percentage of your revenue on sales and marketing is directly related to faster growth.
If you’re planning to invest in PPC for your SaaS business, it’s important to make sure your budget isn’t wasted on simple but common mistakes.
1- To help you with that, Here Are 8 Ridiculous Mistakes to Avoid When Investing in Paid Advertising:
1.1 Take the Same “Everywhere” Approach
The first and most common mistake made is viewing digital advertising as a one-stop platform where you can just take the same approach.
Many marketers try to run the same campaign across all available channels and wonder why it doesn’t work!
While this happens in most situations, in the case of SaaS products it is much more frequent.
When you advertise a certain product, the problem you intend to solve must be aligned with the activities your audience is doing when they see your ad.
To achieve this in the best way, it is important to adjust your campaigns so that, on each platform, they calm your audience down the funnel in a natural and frictionless way.
1.2 Assume There Are Only Human Clicks on PPC Campaigns for SaaS (and Not a SaaS Too!)
It’s interesting to look at Paid Advertising and see the positive impact it can have on your business and your ideal customer.
However, it is important not to forget how often this tool is used for evil purposes, such as the click fraud present in some advertising campaigns.
Research by Pixalate found that click fraud has increased to a 25% rate and continues to grow.
This means that the metrics present in your PPC campaigns may not represent their true reach and impact.
In addition to the waste of resources that click fraud generates, it also distorts your metrics, making it difficult to analyze your digital marketing strategy.
To address this, it’s important to protect your paid advertising budget. There are already click fraud prevention tools like ClickCease that can detect and block fraudulent clicks on your Google and Bing ads.
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1.3 Underestimating Brand Recognition is a Fatal Paid Advertising Mistake
In such competitive scenarios, growth in the number of conversions is favored by increasing brand awareness.
Deal with this fact: A user is unlikely to use your tool once they first hear or read about it.
Thus, paid advertising and retargeting can “plant a seed” and start building brand awareness strategically.
View user attraction details:
• It’s important to utilize the power of familiarity. We always prefer to do business with brands we recognize;
• Utilize brand awareness campaigns to build more relationships and familiarity over time with people who know your product;
• You can invest in content aimed at educating this audience, showing why people need what you offer.
1.4 Ignoring Audience Intent Signals Can Compromise Your Acquisition Campaign ROI
The context your target audience is in is very important for the success of your campaigns.
When you ignore the context and intent signals of a user looking for a tool, you are wasting money to convey the wrong message to your audience.
This can happen when you target people based on general keywords.
An example: Companies that target anyone looking for “free software” spend a lot of money on customers who will not be loyal.
It’s important to keep in mind that people who prefer a free tool over one that offers more benefits and features don’t offer any bang for their buck.
As such, try to target users who send signals indicating they are likely to become high-value customers.
1.5 Writing Only Your Brand Keywords Will Drastically Compromise the ROI of Paid Media Campaigns
“Why invest in a common keyword that I can rank for organically?”
This question, while understandable, is extremely flawed.
While keywords that use your brand name represent high intent and readiness to close a sale, these metrics are not as reliable.
So, in addition to thinking about ranking organically, you might want to capitalize on the recognition you might have.
And that doesn’t mean having dozens of keywords that contain your brand name.
Also, combining organic and paid results can drive more clicks, giving you more immediate results and increasing your AdWords Quality Score.
In other words, the more your brand dominates the search results screen, the more likely you are to get those clicks.
In this way, to know which keywords and terms are worth the investment, you can use specific tools. And that goes for keywords that carry your brand as well.
Still, make sure you don’t get into a bidding war with a competitor who is trying to woo your potential customers.
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1.6 Overlooking Opportunities with User Generated Content is a Grotesque Paid Media Mistake for SaaS
User-generated content (also known as UGC) is one of the most powerful sources of persuasion out there.
Because? Simple: Audiences generally find content posted by their peers much more credible than content produced by marketers.
So the power generated by user-generated content comes down to trust. Especially when it comes to virtual products that are also promoted in virtual spaces, where many buyers do not feel safe.
For these people, social proof can be the fine line between buying or ignoring.
1.7 Not Building a Sales Funnel that Goes from A to B with Extreme Clarity
All of the mistakes listed here have one thing in common: marketers often don’t think about the long term.
While the nature of SaaS products allows for a shorter sales cycle, the truth is, you won’t convert many customers with just one ad.
Instead, try to create sales funnels where you can nurture your prospects over time.
By using good content and specific CTAs, you can increase your impact down the funnel, guiding your audience to the next step.
1.8 Ignore Current Customers When Thinking About Paid Media Campaigns
Ignoring or failing to invest in existing customers is a mistake for most companies.
Why spend money advertising my product to my current customers?
Because the success of a SaaS company lies in customer retention.
Working to retain your customers and not let them face the competition should be a top priority in your advertising spend.
There are many ways to fit paid advertising into your customer retention strategy.
You can use this tool to promote new features and products or for new uses that your customer is not aware of.
The goal is to keep your brand ever-present in the minds of customers with a focus on ROI at the same time!
How to Calculate the ROI of a Product?
Once the earnings and expenses figures for an advertising campaign are identified, for example, the investment/cost is subtracted from the revenue. Then, divide by the investment/cost and multiply the result by 100. From this calculation, a percentage will result. That will be your ROI.
2- Know the Main Marketing Tools for SaaS
As in any segment, a company based on SaaS (Software as a Service) also needs adequate resources to help control, monitor, measure results and expand.
So, today, we are going to introduce you to the most important digital marketing tools for SaaS. Plus, we’ll show you why it’s important to use them to succeed in business.
So, get to know the main marketing tools for SaaS now and make better use of the opportunities that your company has in the market!
Why is SaaS Marketing Tools Important?
With the advancement and popularization of internet technologies, such as cloud computing and Software as a Service, many startups are emerging and new service models are being provided. The low initial investment combined with the growth potential that this type of business has is the great attraction for entrepreneurs.
The problem is that, despite the potential for profitability, the business will not develop alone and the entrepreneur needs to use adequate tools to measure performance, in addition to optimizing processes and increasing the productivity of work teams.
If marketing is optimized, results tend to improve and generate accelerated growth for the company.
Best Marketing Tools for SaaS
There are several marketing tools for SaaS available in the market, but we will focus on the most important ones so that you don’t lose focus and get the results you want right away. The most important ones are:
2.1 Google Analytics
If you want to boost marketing results, Google Analytics will be an indispensable tool as it directs campaigns.
By delivering resources that allow you to track the origin and analyze the interaction of leads on your SaaS pages, it is easier to know the public’s profile and find out what they most want to consume.
In this way, campaigns can be created with a focus on what will really bring results. And that’s not all. There are a multitude of metrics that can be adopted to measure campaign results.
Google Analytics can be used for customer attraction, conversion and loyalty strategies.
2.2 Google Drive
Google has amazing tools and it’s inevitable not to have some. Google Drive is one of them. It is a cloud storage and sharing of documents, images and videos online.
When opening a Google account, you gain access to several integrated tools, such as Gmail, Drive, Google+, among others.
This tool is ideal for remote workgroups, where the sending and receiving of materials, as well as the execution and management of activities are carried out via the internet.
In the free version, you will have up to 15 GB of available space. If you need more, just choose a paid version and you’ll have access to more advanced features.
2.3 Kissmetrics
Despite being similar to Google Analytics, Kissmetrics is more specific, analyzing not only the volume and most visited pages, but also tracking the individual actions of each user who interacts on your SaaS product pages.
That is, you track visitors and product users, not just visits. This is a help for the marketing team, as it will be able to better understand the user’s profile.
2.4 Amplitude
Amplitude is a tool that allows the marketing team to check visitor behavior when browsing SaaS pages and track users, helping the development team to create and model products and services that are more suited to the interests shown.
Many startups use Amplitude to analyze the acceptance of new ideas and validate or abandon the launch of new products and services. User experience is taken into account in the analysis.
2.5 Studio
Studio is a great project management solution for marketing teams as it helps to organize and monitor the progress of individual tasks and the overall group workflow.
Its functions are ideal for planning, implementing and controlling marketing campaigns.
For the team manager, it is easier to know what each member is doing, in real time, and have an accurate forecast of when tasks will be delivered. He can more easily visualize bottlenecks, resolve conflicts, and most importantly, adopt a continuous delivery flow.
2.6 Quantcast
If your marketing team needs efficient ad targeting, Quantcast will be the ideal tool. It is divided into two segments and offers complementary services such as Measure and Announce.
While the former focuses on analyzing and understanding the user’s profile, such as visits, interactions, demographic characteristics, lifestyle and who use mobile devices to access the SaaS.
The second delivers tailored advertising solutions in line with this information. This allows the business to achieve greater results with less investment in marketing.
2.7 Crazy Egg
Crazy Egg is also somewhat reminiscent of Google Analytics, but focuses on demonstrating more visual results. That is, instead of numbers and percentages, the tool invests in colorful graphics of different formats, heat maps with the most visited areas and pages, scrolling maps and much more.
All of this serves to find out how far page visitors will go before abandoning them. You can access this report from the overlay tab which demonstrates click volume on a specific location and much more.
How to Find Out What Your Customer Really Wants
There are a number of practices and exercises that can be used to clarify the value proposition. However, in order not to extend this article, let's make it simpler, presenting the essentials to be done:
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FAQ – Frequently Asked Questions About Paid Advertising in SaaS Companies
1. What is the difference between Marketing, Publicity and Propaganda?
Marketing is a broad process, whose function is to establish the pillars of an organization's performance, including the dissemination practices. Its activities, therefore, are more linked to strategy and management, although several operational functions are also part of its routine. Publicity and Propaganda, in turn, are related to the promotion, positioning and perception of a brand in the market.
2. Why invest in paid ads?
Investing in paid advertisements increases the visibility of your business. If your target audience doesn't know about your company's existence, they will never be able to become a consumer. The online environment, for example, has become the main means of communication used by Americans.
3. What does it mean to take the ROI?
The acronym ROI is an abbreviation of the term return over investment. With this metric, it is possible to assess how much money your business is earning - or losing - on each investment made. Everyone wants to get the maximum result with the lowest possible investment.
4. Can I customize the SaaS?
Thanks to time and the evolution of SaaS, nowadays, in the vast majority of cases, the answer to that question is yes. It is becoming much easier and more common to customize SaaS systems to assume the identity of the contracting company.
5. What every advertiser should know?
There are several other essential qualities for this professional, such as: always being up to date, collaboration, organization, persistence, conviction, persuasion, high knowledge of the brand's products, honesty and intuition.
Conclusion
With so many changes happening in the digital marketing environment and the growing competition around the SaaS product market, investing in a strategy that involves paid advertising, if well planned, can give your company an edge over the competition.
While most of your competitors are currently concerned about organic Facebook reach, you can reach your target audience on Google or Bing search pages.
And what is needed for this? Avoid the above mistakes!
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