b2b saas marketing case study

Brent Barnhart | B2B Content Writer

7 Superb SaaS Case Study Examples (and Why They’re So Effective)

It’s no secret that the SaaS space is crowded.

Heck, the average business is juggling hundreds of apps at any given time.

And so anything software companies can do to prove their value is a plus.

That’s why SaaS case studies are so important.

Fact: case studies are cited as the most effective type of content for influencing B2B buying decisions. Case studies are crucial for not only helping SaaS companies stand out from the crowd but also answer their potential customers’ most pressing questions.

Want to see what compelling customer stories look like in the wild? Check out the seven SaaS case study examples below.

“What does this case study do well?”

• Immediately highlights the client’s key challenge and how Gong’s product managed to solve it. The specific, positive outcomes (“more closed deals,” “increased sales productivity” and “more cross-department collaboration”) speak for themselves.
• The format is scannable and flows seamlessly, broken up by colorful visuals, client quotes and a product screenshot.
• The case study reads like an actual narrative, brimming with conversational copy and client quotes to keep the report from feeling too “matter of fact.”

Much like SaaS blog writing doesn’t have to be boring, case studies shouldn’t be a total snooze-fest. This report proves exactly that.

• Incorporates a brief video to summarize the study’s key points and provide real-world context to the client’s challenges. This is especially important for more “technical” or complicated SaaS products.
• It’s brief! In addition to the provided video, the tried-and-tested “Challenge, Solution, Results” format helps keep this study short and sweet.
• The study’s headline is compelling. From its title alone, the study highlights how a specific feature (Zylo’s SaaS renewal calendar) addressed a specific pain point (unwanted auto-renewals) and resulted in a major benefit ($50,000+ saved) for the client.

Clocking in at under 500 words, this is among the shortest of our SaaS study examples. That said, the study’s brevity is one of its key strengths.

• The study’s format gives you pretty much everything you need above-the-fold, including the client’s results and a well-produced video.
• Highlights impressive data points and outcomes immediately (“5xd conversion” and “90% retention rate”).
• Includes quotes from multiple employees to showcase how Heap’s service helps clients organization-wide (rather than just a single department).

• The case study’s title is striking, putting a massively positive client outcome (saving 40 hours per week) front-and-center.
• It feels human! The fact that the study comes from a back-and-forth client conversation not only humanizes Databox as a brand but also makes their product seem more tangible.
• The study’s unique format (a blog post that provides both a video and transcript) is fair game for prospects whether they prefer to consume content via viewing or reading. This likewise highlights how you might integrate case studies into your SaaS content strategy.

5. FunnelCake

• The study’s headline does double-duty of showcasing awesome results (1.5x conversion rates) and how quickly those results came (“Within a quarter of launching”).
• Provides multiple hard-hitting client quotes to drive home the product’s effectiveness (“finding value in the first week”).
• Couples its bold claims with specific data points (“100% adoption in the first 30 days”).

6. Chili Piper

• Major outcomes are highlighted throughout the case study (including a “5x increase in inbound meeting booked” and the “300% revenue increase” referenced in the title).
• The study uses the numbers above to hook the reader and then provide a brief breakdown of how those results came to be, moving us from Point A to Point B.
• Candid client video and quotes provide additional context and a personal touch to Chili Piper’s product.

7. Typeform

• The study is presented as a hybrid between a customer success story and a how-to blog post for new users and existing clients. Again, case studies are a valuable part of your SaaS content marketing strategy.
• Incorporates actual client screenshots and highlights the specific steps to replicate their positive results, making Typeform’s product seem super actionable.
• Integrates glowing quotes from the client to showcase benefits.

“What do the best SaaS case study examples have in common?”

As proven by the examples above, there is no “right” or singular way to put together a SaaS case study.

That said, there are a few common threads between the reports above that companies should strive to stick to.

If you’re trying to figure out how to write a SaaS case study yourself, keep the principles below in mind.

Grab readers’ attention with specific numbers, figures and data points

Sure, phrases like “increased revenue” or “saved time” are enticing.

But coupling those phrases with actual numbers can help your case study pack a much-needed punch.

For example, “increased revenue” versus “increased MRR by $10,000” or “saved time” versus “saved 15 hours per week.”

See how that works? Using actual client numbers does double duty of grabbing your target audience’s attention while also proving to prospects that your service produces meaningful results.

Integrate visuals to illustrate your points and keep readers engaged

Fact: recent visual content statistics note that both videos and graphics help push people toward making purchasing decisions.

It’s telling that five of our seven SaaS case study examples include video, right?

From stylized quotes to product screenshots and client headshots, it’s crucial that your reports are more than just walls of text. Written case studies can definitely be effective, granted you stick to the principle of “show, don’t tell.”

Let your clients do the talking

Again, most SaaS case studies are basically client stories.

So don’t be shy about letting your clients sing your praises. You’d be surprised at what gems of social proof they’ll say totally unprompted.

The correlation between customer testimonials and higher conversions is well-documented. Note that many of the SaaS case study examples below draw heavily on direct client quotes or interview segments.

If nothing else, making your case studies client-centric makes sense and likewise means less work on your part.

Make your case study shareable

Fact: the typical B2B buying process involves between six and ten people.

And so anything you can do to make your case study shareable to multiple stakeholders is a smart move.

This again speaks to why so many SaaS case studies incorporate video or are formatted as succinct, scroll-friendly PDFs.

Beyond that, conversational language and a summary of key points can also make a report more shareable. In short, your case study should be accessible even to people who don’t have a deep knowledge of your product.

Which SaaS case study examples stand out to you?

SaaS providers have a ton of freedom when it comes to how they put together their case studies.

Want to keep it brief? Looking to take a deep dive into your product and its specific features? Go for it.

Hopefully these examples and best practices provided some insight into what makes a “good” case study in the software space.

Got any other SaaS case study examples I should totally check out? Let me know on  Twitter , comment below or  shoot me an email .

This post was last updated on 1/5/2021.

January 6, 2021 at 8:26 am

Great piece for me as a marketing analyst who is looking to learn more about the SaaS industry

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Successful SaaS marketing case study examples

Vibhu Satpaul

Jan 18, 2024

Success stories emerge via the captivating lens of case studies in the changing environment of Saas marketing. 57% of SaaS companies consider content creation as a key marketing strategy. Success stories in B2B SaaS marketing are told through captivating case studies. The revolutionary impact of Software as a Service (SaaS) takes the front stage as the business ecosystem changes, transforming how organizations access and exploit software solutions. 

This in-depth examination of SaaS marketing takes readers on a detailed trip through many case studies, providing a nuanced grasp of the nuances inherent in this creative business.SaaS has evolved into a driver of efficiency and agility, allowing organizations to adapt to fast-changing technology landscapes. Amidst this evolution, the strategic importance of  saas ltv calculation and SaaS branding comes to the forefront, shaping the success stories that unfold within this creative business realm.

Within the vast field, Saas Marketing case studies  are essential lenses through which we may get insights into effective methods, navigate hurdles, and see the victories of forward-thinking businesses. According to almost 40% of SaaS marketers , case studies are highly effective in boosting sales.

Understanding SaaS: A Primer

SAAS is a paradigm change in software distribution that operates on a subscription-based approach. In contrast to traditional techniques, SaaS provides online access to applications, allowing users to obtain data from any internet-connected device. This novel technique prioritizes simplicity of deployment above scalability, a break from the complexity involved with standard software installation. 

SaaS's subscription-based strategy corresponds with modern business models and provides a cost-effective option, removing the need for large upfront expenditures. The dynamic character accommodates consumers' changing demands by providing a smooth, adaptable experience that adjusts to quick technological advancements. With its subscription-driven, accessible, and cost-effective architecture, SaaS emerges as a transformational force, altering the landscape of software use. T

he integration of  SaaS lead gen  techniques further enhances its reach and impact, allowing businesses to efficiently generate leads in a market where the demand for  popular saas products  continues to grow.

The SaaS Content Marketing Flywheel

The SaaS content marketing flywheel, a dynamic cycle consisting of four critical stages: Adopt, Adore, Advocate, and Activate, is at the heart of efficient SaaS marketing. This strategy framework accelerates success by employing rich content at each stage of the buyer's journey, carefully optimizing the buyer's journey. 

The process starts with customer adoption, then moves on to cultivating devotion through compelling content, then to customer advocacy, and last to activation, which encourages continued connection. This cyclical strategy improves client retention and drives long-term growth, establishing a symbiotic link between content development and consumer involvement. Consequently, the SaaS content marketing flywheel emerges as a potent force, steering the continuous innovation and triumph of SaaS marketing tactics, emphasizing  SaaS reporting and SaaS dashboard  elements.

SaaS Case Studies: Real-World Success

DirectIQ: Reducing Customer Support Tickets

DirectIQ's success story underscores the effectiveness of employing 'how-to' videos as a growth strategy in SaaS marketing. By prioritizing hands-on customer education and delivering personalized experiences, DirectIQ successfully reduced customer support tickets. This approach proactively addresses user queries and fosters a sense of customer self-sufficiency, contributing to increased user satisfaction and efficient problem resolution.

SendOwl: Growing the User Base with Content Marketing

SendOwl's triumph in growing its user base is attributed to a robust content marketing and SEO strategy. The company's success lies in adopting a customer-centric approach, focusing on strategic content creation to engage and educate its audience. By consistently delivering valuable content, SendOwl attracts new users through optimized search visibility and cultivates a loyal customer base. This underscores the significance of aligning content marketing efforts with user needs, demonstrating that a well-executed content strategy can drive substantial business growth.

ChiroTouch: Transforming Zoom Training Videos for Onboarding

ChiroTouch's innovative use of videos for customer onboarding showcases the power of clear communication and a straightforward tagline, "Power your practice with ChiroTouch." The company enhances user understanding and adoption by transforming Zoom training videos into a tool for effective onboarding. This strategy emphasizes the importance of leveraging existing technologies creatively to streamline onboarding processes, ensuring that users can maximize the benefits of the software without encountering barriers to entry.

Drift: Building a Multi-Million Dollar Brand through Content Marketing

Drift's ascent to a multi-million dollar brand is grounded in a targeted content marketing strategy. The company focuses on specific audience segments, incorporates collaborative efforts, and adheres to SEO best practices. Drift's success highlights the power of a well-defined content strategy that resonates with the intended audience and leverages partnerships to amplify reach. By following industry best practices, Drift demonstrates the transformative impact of strategic content marketing on brand building and revenue generation.

Outreach.io: From Startup to a $1.1 Billion SaaS Company

Outreach.io's journey narrates a compelling transformation from a struggling startup to a billion-dollar SaaS giant. Key elements of their success include a commitment to metric-driven processes and strategic acquisitions. This highlights the importance of data-driven decision-making in scaling a SaaS business and the strategic significance of acquisitions in expanding product offerings and market reach. Outreach.io's trajectory showcases the potential for rapid growth when guided by a clear vision, a focus on measurable outcomes, and strategic business expansion.

A How-To Guide for Writing Effective SaaS Case Studies

Unlocking the full potential of SaaS case studies necessitates a methodical approach. Begin with an enticing title that piques your curiosity, followed by a succinct executive summary. Dive deep into the issues at hand, providing a complete examination that sets the scene for the answers put in place. Present the results clearly, emphasizing the influence on the client's objectives. Finish with a summary emphasizing important insights and a compelling call to action, directing readers to the next steps.

Promoting SaaS Case Studies: Expanding Your Reach

A diverse advertising approach is required to maximize the reach of SaaS case studies. Use social media platforms, implement targeted email marketing, including case studies in blog posts, host webinars, and podcasts to discuss success stories, engage in PR outreach, invest in paid advertising, leverage customer testimonials, and empower the sales team with these powerful stories. Adapting messaging to various channels and audience preferences allows maximum engagement, enabling broader transmission of success stories and developing market trust.

Avoiding Common Mistakes in SaaS Case Studies

Avoid frequent traps to ensure the usefulness of SaaS case studies. Avoid presenting ambiguous or vague results, maintain a well-organized structure, provide insights into the process rather than solely focusing on outcomes, actively promote the case studies across relevant channels, and keep content updated to avoid it becoming obsolete. Avoiding these errors increases the effect of case studies and their legitimacy, making them useful weapons in the SaaS marketing armory.

5 Successful SaaS Marketing Case Study Examples

Dominating the Digital Marketing Space with Semrush

Semrush's trajectory demonstrates a concentration on product development, horizontal expansion, worldwide accessibility, influencer content marketing, and a successful affiliate program.

Canva: Personalisation and Influencer Marketing for Success

Canva's success is highlighted by its website personalization, influencer marketing with Guy Kawasaki, effective sponsored advertisements, and clever pricing approach.

HubSpot: Leading the Way in Inbound Marketing for Holistic Solutions

HubSpot's transition from email marketing to a full-service solution includes inbound marketing, various content formats, newsletters, videos, and smart website design.

ConvertKit: Narrowing Your Focus and Leveraging Webinars for Growth

ConvertKit's success stems from narrowing its target group, targeted webinars, and a strong affiliate program, demonstrating the importance of precise targeting.

Slack: Revolutionizing Workplace Communication

Slack's journey involves extensive product testing, word-of-mouth marketing, influencer partnerships, effective social media content, strategic integrations, and a focus on unique features like Slack Connect.

The Role of a Case Study in SaaS Marketing

Case studies help best SEO SaaS companies  go beyond describing features and benefits. They provide tangible evidence of how a solution solves specific problems and delivers results for actual customers. Essential roles of case studies in SaaS marketing include building credibility, establishing trust, addressing pain points, demonstrating value, nurturing leads, differentiating from competitors, empowering sales teams, and enhancing content marketing.

Conclusion:

In conclusion, SaaS case studies serve as beacons of inspiration, offering tangible proof of how businesses navigate challenges, leverage innovative strategies, and achieve remarkable success in the realm of SaaS marketing. These real-world narratives provide valuable insights, guiding businesses on their transformative journey toward growth and efficiency in the digital age.

By studying these case studies, SaaS companies can gain valuable insights into  SaaS lead gen  and inspiration to create impactful marketing strategies for their businesses. These case studies shed light on how businesses incorporate  technical seo for SaaS  to enhance their digital presence, attract qualified leads, and ultimately drive growth and success in the digital age. If you're ready to excel in marketing, consider professional help from Web Dew to elevate your SaaS brand's story on a global stage.

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How to Write a Case Study in 9 Steps [+ 34 Examples]

Updated April 2024: Knowing how to write a case study is one of those crucial skills every B2B marketing team needs to nail.

Why? Because SaaS case studies are still the #1 marketing tactic to increase sales—ahead of general website content, SEO, blog posts, social media and other tested tactics—according to a survey we did of 115 SaaS marketers for our 2024 Customer Story Trends & Insights Report .

Case studies are important because they’re an opportunity for you to share your customers’ success with your prospects, and as a result, demonstrate the value of your service.

Think of it like writing a story, not a report—although it does need to be factual and should include numbers, it also needs a compelling narrative and lots of quotes.

A B2B case study is a tool you can use throughout your marketing mix. It’s an extension of your brand and should be written in your brand’s voice. And it’s a chance to position your company as a trusted leader and a clear choice for your prospects’ business. 

Learn how to write a case study in 9 steps

Follow these 9 steps to learn how to write a case study that keeps readers engaged, leaves them informed and gets them interested in hearing more from you:

• Include 8 important case study components
• Hook readers with your title
• Keep your executive summary short
• Focus on your customer, not your company
• Use quotes to add Voice of the Customer
• Include metrics
• Guide your reader with a call to action
• Get inspired by other case study examples
• Drive more views of your case studies

1 . Include 8 important case study components

Every case study needs a story arc that captures the reader’s attention. To master how to write a case study, be sure to begin with a compelling executive summary that illustrates how your reader will benefit from what they’re about to learn.

Next, the piece should outline the challenges your customer faced that led them to seek out your B2B SaaS solution (and dive into that process). Spend some time on the solution and how it enabled your customers to level up their business while positioning them as the hero in the story.

Wrap it up with a results section that shows off hard numbers, then close with a call to action to guide your reader where you want them to go next.  

See examples for each of the 9 case study components you absolutely need to include .

2. Hook readers with your title

Keep three elements in mind when writing your B2B SaaS case study headline. Include your customer’s company name. This helps show readers that your case study is a real-life example of how your service helped someone.

Reference the product or service your customer used. This gives readers an idea of whether the case study is relevant to them.

Finally, if you have one, highlight a statistic that references the results your customer got from working with you.

See examples of compelling case study titles from leading SaaS companies .

3. Keep your executive summary short

The executive summary of your B2B SaaS case study should be short (a few sentences) but impactful, and should provide a clear understanding of your service.

First, introduce your customers and the challenges they were facing when they hired you. Next, explain what your company did to help.

To finish strong—don’t skip this crucial step—outline a few results backed up with statistics that reinforce your main message.

Check out 4 examples of executive summaries in SaaS case studies .

4. Focus on your customer, not your company

Readers don’t want to hear about how great you are—that’s NOT how to write a case study. They expect a B2B SaaS case study to provide insight into your customer’s opinion of your service.

Include details like what industry your customer is in, the size of their company and the name of the person you interviewed. Incorporate direct quotes to tell the story from your customer’s point of view. Explain why they chose your solution and how it impacted their business, but keep the focus on them and their success.

Learn how to make your customer the hero of your case study—and see examples .

5. Use quotes to add Voice of the Customer

There’s a time to paraphrase when you’re writing, but sometimes, no one can sing your praises better than your customer. If you want to master how to write a case study that’s engaging and honest, using quotes as Voice of the Customer is a go-to B2B tactic.

Readers want to hear from your customers whether they recommend your service, and why. The quotes you highlight should be specific and resonant, with detail that brings them to life. Feature testimonials as pull quotes in your design, and include a headshot of your customer to make it personal—and trustworthy.

Get tips on how to choose testimonials for your case study—and what not to do .

6. Include metrics

Metrics are a surefire way to measure success in a B2B SaaS case study. Hard numbers are objective, reliable and convincing. But, you may not always have metrics to tell your story. We’ll walk you through how to write a case study without them.

First, lead with your best quote. Social proof can be just as powerful as numbers in B2B. Describe a clear before and after the experience—for example, time or money saved. Have your customers explain what your service has meant to their business. List a few benefits (infographics come in handy here).

Check out an example from a case study with no metrics .

7. Guide your reader with a call to action

Your reader has stuck with you until the end of your case study. Don’t leave them hanging—guide them where you want them to go next with a call to action. This should be a specific statement that speaks directly to your target audience.

Use design to make your call to action stand out. It should be obvious and clear what you want your reader to do. Tip: you can have more than one call to action in your B2B SaaS case study, and you can intersperse them throughout.

See 8 case study CTA examples from other B2B SaaS companies .

8. Get inspired by other case study examples

When you’re looking to sharpen your company’s B2B SaaS case studies, reviewing your competitors’ content is an excellent way to gather inspiration.

Critique their case studies for what worked well and what could be improved, such as titles, imagery and use of testimonials and statistics. We’ve done some of the legwork and reviewed 8 case studies from ServiceChannel, Zenefits, AppDirect, Expensify, GitLab, ServiceNow, Splunk and Zendesk so you can take notes on the hits and misses. 

See 8 case study examples .

9. Drive more views of your case studies

You already know why the B2B SaaS case study is a powerful marketing tool. Now that you know how to write a case study, you can likely imagine it’s a time-consuming effort.

To leverage your case studies to their full potential, create a section on your website for them and promote them from your home page as well as from relevant landing pages for your services.

Create B2B case studies in various formats including video, and promote them on social media as well as in your e-newsletter. Get your case studies into your sales team’s hands, and use them at any presentations or conference talks you give.

See the 8 ways to squeeze the most value from your case studies .

Now that you know how to write a case study, what’s next?

With these tips on how to write a case study, you’ve got a great overview of the elements you need to pay attention to when writing a B2B SaaS case study. Now you’ll want to dive a bit deeper into each of these tips to round out your knowledge and learn actionable steps you can start taking towards better case studies today. 

First up is to dive into our post on how to format your B2B SaaS case study so it reads like a natural story narrative. This will help you keep your prospect’s attention and allow them to imagine themselves as the central character—your next customer!

Need a hand with your B2B SaaS case studies?

As a SaaS content marketing agency , we specialize in working with high-growth companies like ClickUp, Calendly and WalkMe. With our case study writing service, you can:

• drive more leads and sales with case studies that resonate
• grab back more time to work on other high-value tasks like strategy and planning
• impress your bosses, colleagues and the sales team with the excellent results you’re getting from the content you’re responsible for creating

Check out our case study writing service for details on how we can help.

As the founder of Uplift Content, Emily leads her team in creating done-for-you case studies, ebooks and blog posts for high-growth SaaS companies like ClickUp, Calendly and WalkMe. Connect with Emily on Linkedin

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21+ B2B Marketing Examples and Case Studies

• December 8, 2020

It’s tough to create B2B marketing strategies from scratch.

There are thousands of articles on the web about how to craft a B2B marketing strategy – many written by those who have never done it successfully.

You could spend a ton of time reading all of them, but sometimes seeing real-life examples is far more useful.

In this article, we’re going to cover 25 successful B2B marketing examples to inspire your own marketing strategy and growth:

• How HubSpot Generates $271 Million Annually With Inbound Marketing
• How Shopify Increased Their Revenue by 90% in 365 Days
• The Exact Strategy Apollo Digital Used to Grow a BPM SaaS from 0 to 200,000 Monthly Organic Traffic
• Slack’s Secret Sauce for Driving 100,000,000 Website Visitors per Month

And so much more!

So, let’s get started!

#1. HubSpot: $271 Million Inbound Lead Generation Machine

HubSpot is a B2B marketing powerhouse. You can’t be in B2B marketing and not be familiar with them.

HubSpot began as a CRM and marketing automation software but has quickly grown into an all-in-one marketing solution. Not only is their software impressive, but they’ve also become a thought leader in all things inbound marketing.

They quickly grew from 6.6 million to 271 million in annual revenue in seven short years. How did they do it?

• Category Creation: HubSpot essentially created the inbound marketing category. Their co-founder coined it for the first time in 2005 , paving the way for Hubspot to become the ultimate thought leader. This catapulted their brand recognition.
• Community Marketing: HubSpot created Inbound.org, an online hub for marketers to connect, learn, and find jobs. It quickly grew to over 170,000 members within just a few years.
• Content Marketing: HubSpot wrote the book on content marketing. Not only do they dominate SERPs with content that ranks, but they have an insane library of downloads as well.
• Micro-Influencers: HubSpot has nearly 300k followers on Instagram, thanks in large part to their partnerships with micro-influencers. They encouraged HubSpot partners to post original content promoting their software, which skyrocketed their following.

Read the full case study on Hubspot’s market takeover.

#2. Shopify: Increased Revenue 90% in 365 Days

In 2018, they almost doubled their product revenues from $7.7 billion to $15.4 billion. Here’s how they did it:

• Top of Funnel Content: Shopify dominates the top of the funnel on search engines, with over two million ranking keywords (like “ecommerce” and “online store”). Not only do they create great content, they also build awesome free tools.
• A Sticky Free Trial Offer : Their bread and butter is the free trial. Once they have you on the site, they push the free trial hard. Shopify is such an impressive software, it’s nearly impossible for prospects to opt-out after using it for two weeks.
• A Killer Onboarding Sequence: Once you’ve started your free trial, they convert like crazy through persuasive microcopy, timely CTAs, and great subject lines.

Read the full case study on Shopify’s massive revenue growth.

#3 Apollo Digital: 0 to 200K Monthly Organic Traffic

Apollo Digital has worked with many SaaS and B2B companies to achieve huge results through SEO and content marketing .

Last year we catapulted a business process management software from zero to nearly 200,000 monthly organic traffic in just two short years. Here’s how we did it:

• Revamped Content Strategy: Completely revamped their content strategy by identifying content suffering from keyword cannibalization and proposing improvements.
• Fresh Keyword Research : Performed additional keyword research to pinpoint our client’s highest priority keywords and phrases.
• Thorough Outlines: Created thorough and detailed content outlines to ensure writers were creating relevant and optimized content every time.
• Prioritizing User Experience: Optimized all content not just for search engines, but for users as well. Easy-to-read content always wins.

You can find the full SEO case study here.

#4. Slack: 100,000,000 Website Visitors per Month

Slack needs no introduction. They are one of the fastest-growing SaaS platforms of all time, thanks to some brilliant SaaS marketing strategies and tactics. Here’s how they did it:

• Ranking on Review Sites: Instead of trying to rank for competitive terms like “collaboration software,” Slack earned high rankings on the sites that do dominate these keywords like G2 and Capterra.
• Integrations: Much of Slack’s traffic is referral traffic from sites that integrate with Slack.
• Powerful Landing Pages: Slack put heavy emphasis on their landing pages, using persuasive copy and social proof to convert visitors.

Check out the full case study on Slack’s growth here.

#5. Intercom: $50 Million Annual Recurring Revenue

Intercom is a massive software company dedicated to customer experience. It has grown rapidly over the last seven years and boasts more than $50 million in ARR. Not only that, but Intercom continues to grow without spending loads on sales and advertising.

Here’s how they do it:

• Dynamic Landing Pages: Intercom thrives on personalized content catered incredibly well to the user. Their landing pages convert.
• Competitor Analysis: Intercom relies heavily on digging into their competitors’ SEO rankings, strategies, and tactics.
• Semantic SEO: Many of their pages and posts rank for loads of keyphrases rather than just a single target keyword. They achieve this through thorough, semantic B2B SEO efforts.

Check out the full Intercom case study here.

#6. Mailchimp: $400 Million in ARR

Mailchimp has been an email marketing leader for around ten years, but their growth hasn’t always been as rapid as some of our other examples. They spent years experimenting and testing different tactics and strategies.

Now they sit as a marketing automation leader with over $400,000,000 in revenue each year. Here’s how they did it:

• Custom Audiences: A lot of Mailchimp’s traffic comes from Facebook advertising where they use well-targeted custom audiences and personalized funnels.
• Creative Campaigns: A few years ago Mailchimp launched a campaign playing on their funny name. Their multichannel approach resulted in a ton of new brand awareness.
• Effective Landing Pages: Their creative landing pages lead with curiosity and end with a low friction CTA.

View Mailchimp’s full case study here.

#7. GrooveHQ: $5M/Year Business in 3 Years With Content Marketing

GrooveHQ is a customer support and service platform helping businesses deliver standout customer experiences to their client base.

Over the last three years, Groove has become a $5 million per year business by investing exclusively in content marketing. Here’s how they did it:

• Listening to Customers: Questions from customers and prospects is one of the only things that fueled their content calendar early on. They wrote content based on common questions and topics their customers wanted more information on.
• Smart Outreach: Rather than generic link outreach, Groove asked well-known leaders in the space for feedback on their content. This proved extremely effective in earning links and shares.
• Storytelling: Rather than jumping straight into the practicalities of each post, they learned their audience wanted a story. So they lengthened their intros which increased the average time on page by around 300%.

Check out the full case study on how GrooveHQ grew their business with content marketing.

#8. OptiMonk - How iSpionage Increased Blog Referral Traffic by 58% in 1 Month Using Onsite Retargeting

iSpionage is an awesome tool that allows you to download AdWords competitor keywords with the click of a button and monitor competitor PPC landing pages. With the help of Optimonk, they increased blog referral Traffic by 58% in one month using onsite retargeting.

• Exit Intent Popups: They used an OptiMonk exit-intent popup to entice users to check out their main homepage.
• Personalized Engagement: The popup only appeared for readers who had spent a minimum of ten seconds on the blog. And for a better visitor experience, they limited the popup to appear a maximum of five times for repeat visitors.

Check out the full iSpionage case study by OptiMonk here.

#9. G2: 50k to 1 Million Monthly Organic Visitors in a Year

Most people in the world of SaaS are familiar with G2, one of the leaders in the business software review space. Businesses all over the world use G2 to help them choose software for their business.

Starting in 2017, they began investing heavily in content generation, taking their blog traffic from around 50,000 sessions in March of 2018 to nearly 1 million sessions in March of 2019. Here’s how they did it:

• Keyword Research: G2 dug deep into direct competitors’ ranking keywords as well as some non-competitors to get keyword insights (like Hubspot).
• Everyone Does Outreach: Not only did their link building team distribute content, but their writers as well. All hands were on deck for building links.
• A Sound Process: G2 produced a lot of content thanks to solid systems and processes that spanned across the SEO and writing teams.

Check out G2’s full case study here.

#10. SEMRush - 71 Upsells from a Game

SEMRush has been an SEO tool market leader for a few years now. One B2B marketing tactic that skyrocketed their growth was a not-so-standard one: games.

In 2017, they created an Easter-themed game that encouraged users to expand what SEMRush features they used, leading to 71 upsells. Here’s how they did it:

• Familiar Design: The games they designed didn’t only look good, they were familiar. There was no learning curve to play them, which led to high engagement and shares.
• Holiday-jacking: You may be familiar with newsjacking (creating content around big news stories). SEMRush created their game around the Easter season, increasing their chances of going viral.
• Post-Campaign Nurturing: After the game launched, they created email sequences to follow-up with customers who played the game. This led to further engagement and some conversions.

View SEMRush’s full case study .

#11. Stanley Black and Decker - 30% reduction in sales cycle length

Stanley Black & Decker is an 11-billion dollar global provider of diversified tools, storage, and security. In addition to selling tools directly to customers, they also sell franchises. But unlike the B2C side of their company, they lacked customer data and strategy to engage with their end-users.

Implementing Pardot (a B2B marketing automation platform) helped them grow their market share and reduce the length of their sales cycle by 30% within one year. Here’s how they did it:

• List Segmentation: Stanley Black & Decker had a lot of customer email addresses. But instead of sending out generic mass emails, they segmented their lists for personalized messaging.
• Dynamic Content: They used dynamic content on their landing pages to extend the personalization of their email workflows.
• Blending Sales and Marketing: A single platform for sales and marketing automation allowed them to align their teams for better collaboration and more closed deals.

Read Stanley Black and Decker’s full case study .

#12. BrightEdge - 994% Organic Lead Growth for Payroll Software

Paycor, a payroll and human resources software, needed help scaling their SEO efforts. Their small team didn’t have the resources to make the huge leaps they wanted.

During a big site migration, Paycor got help from Brightedge’s toolset to increase their site visits by 308% year-over-year. Here’s how they did it:

• On-Page and Technical Optimization: The Paycor team started with foundational optimizations to set the stage for serious growth.
• Updating Content: The team evaluated high performing content to identify new opportunities post-migration.
• Focus on UX: Paycor used Brightedge’s Autopilot tool to assist in offering users an overall better UX when finding relevant content.

Read the full Paycor case study here.

#13. BuzzSumo: $2.5m Annual Revenue in its First Year

Buzzsumo is a platform that helps marketers discover content ideas, uncover platform insights, identify relevant influencers, and much more.

They launched in 2015 and posted $2.5 million in revenue that first year. Here’s how they did it:

• The Freemium Model: BuzzSumo mastered the freemium model in its first year, ending it with over 160k free users.
• First Class Influencers: They gained respect and publicity from some big marketing names (like Rand Fishkin, Larry Kim, and Neil Patel) very early on.
• Unique Content: They generated a lot of compelling content in their first year. And it wasn’t just any type of content either, they shared industry-leading research and told compelling stories through data.

Check out BuzzSumo’s full case study .

#14. Document360: $20k MRR Through SEO

Document360 is a knowledge base software that helps growing companies create support documentation for users.

The company was founded in 2017 and has already grown to $20k MRR. Here’s how they did it:

• Sales-Focused Content: When you read Document360’s blog, you won’t find content with a few CTA’s here and there. They speak about their products’ features and benefits all throughout their blogs – even those that are more generic and top-of-funnel focused.
• Seamless Onboarding: The product’s new user onboarding experience is incredibly smooth, which proves the product’s value immediately and increases the chances of converting free trial users.
• An Authority Podcast: Document360 hosts a niche podcast on knowledge bases and regularly hosts other leaders in the field. This expands their reach and increases their brand authority.

Check out the complete case study here.

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#15. Buffer: 3x Reach and Engagement on Facebook

Buffer is one of the most popular social media scheduling and engagement tools on the market. In late 2016, their marketing team dramatically changed its Facebook posting strategy.

Their change resulted in tripling their monthly reach and engagement. Here’s what they did:

• Less Posting: They began focusing less on frequency and more on quality, only posting entertaining or educational content.
• Curated Content: Instead of constantly posting original content, Buffer found that curated content from other publishers can perform just as well.
• Boosted Posts: It doesn’t cost a ton to give your posts a little bump and see huge increases in reach. Buffer spent around $40/day on boosting their posts.

Check out the full case study from Buffer.

#16. ActiveCampaign: How They Grew to Over 50,000 Customers

ActiveCampaign has emerged over the past few years as a market leader in the email and marketing automation space. But this hasn’t always been the case.

They grew rapidly in 2016 and 2017, taking them over 50,000 customers by early 2018. Here’s how they did it:

• Clear Target Personas: ActiveCampaign is very clear on who they’re targeting. They have fantastic landing pages for each vertical they’re going after.
• An Effective Conversion Funnel: Not only do they have a free trial to get users in the door, but the next step in the funnel after a free trial is a $9/month subscription. There’s no big jump to hundreds per month, allowing users to move through the conversion funnel with little friction.
• Software Review Pages: Their pages on software review sites like G2 and Capterra rank really well thanks to loads of positive reviews – a reflection of their great product.

Check out the full case study here.

#17. MeetEdgar: $144k MRR After 11 Months in Business

MeetEdgar offers automated social media marketing solutions to businesses of all shapes and sizes. After only 11 months in business, they grew to $144k MRR.

Here’s how they did it:

• Low Commitment CTA’s: Their primary CTA’s early on were built around free trials and used low commitment copy like “Get Your Invitation” as opposed to those that required a little more work like “Start Your Free Trial.”
• Consistent Content: It’s not the sexiest tactic, but they’ve focused on publishing consistently, resulting in solid organic traffic.
• Leading with Story: Much of MeetEdgar’s sales content focuses on their story, making their company more personable and relatable to prospects.

Read the full case study here.

#18. Zapier: Zero to 600,000+ Users in Just Three Years

Zapier is a major player in the automation world, allowing marketers to easily integrate apps and software without being familiar with APIs.

Zapier grew to over 600,000 users within three years of its launch. Here’s how they did it:

• Paid Beta: To get their first users, Zapier charged $100 for access to their first beta. They didn’t necessarily need the money but wanted their users to commit to using the product.
• App-to-App Landing Pages: Their marketing team created landing pages for every integration Zapier offered, capturing a ton of search traffic and often converting.
• Co-Marketing: Zapier took advantage of their 100+ integration partners to get help promoting their product through their partners’ marketing channels.

Read the full Zapier case study here.

#19. ConvertKit: A Long Road to $1.7m MRR

ConvertKit is a SaaS web application helping creators build audiences and market to them. Founder Nathan Barry had a slow start in building his product, but it took off in 2016.

ConvertKit now boasts $1.7 million in MRR. Here’s how they got there:

• A Narrow Niche: In the early days, the software was trying to do too much. In 2015, they narrowed their niche and began focusing primarily on bloggers.
• Partner Webinars: ConvertKit reached out to many of their partners pitching co-marketed webinars. Many took them up on it, expanding their audience big time.
• Adding a Freemium Model: They added a freemium model to their plans, not only to upsell these users but also to earn referrals and exposure through them.

#20. Drift: A Multi Million Dollar Brand Built on Content Strategy

Drift revolutionized B2B marketing with the invention of a new category: conversational marketing. Their vision is to end forms for lead generation and replace them with conversations through chatbots.

Since their founding in 2016, they’ve been trusted by over 50,000 businesses to help them align sales and marketing through their product. This is largely in part due to their content marketing strategy. Here’s how they did it:

• 6 Star Content: Many in the marketing world are familiar with “10x content,” but Drift’s marketing team went after 6 star content. They sought to create content significantly better than everyone else’s in the market.
• Diverse Content Mix: Although most of their content is focused on top-of-funnel topics, they also have a healthy amount of case studies, product features, branded content, transcripted podcasts, and more.
• Co-marketing: Drift regularly features other companies in their content, giving them a healthy boost of exposure and brand awareness thanks to the reach of their partner companies.

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#21. Bonjoro: How They Grew To Over 40,000 Users With Earned Media

Bonjoro is a platform dedicated to helping users improve customer engagement with personal videos.

Their focus on earned media helped them grow to over 40,000 users. Here’s how they did it:

• Podcasts: Bonjoro pitched hundreds of podcast hosts on having members of Bonjoro’s team on, leading to being featured on over 100 podcasts.
• PR Outreach: Bonjoro earned a ton of press through releases and pitching queries on Help a Reporter Out.
• Webinars: Bonjoro’s CMO partnered with companies in similar niches and earned exposure through many co-marketed webinar events.

Read Bonjoro’s full case study here.

#22. Chris Von Wilpert - The Ski Slope Strategy for $100,000 Per Month

Chris Von Wilpert wanted to create a system of compounding traffic in order to scale a small startup. To achieve this, he used a tactic he coined himself called The Ski Slope Strategy.

This content marketing strategy helped him grow to over $100,000 in MRR fairly quickly. Here’s how he did it:

• Build Topic Clusters: The first step to the ski slope strategy is to create topic clusters to capture new organic opportunities. Rather than one-off blog posts, he created clusters of related posts for each topic.
• Marketing Promotion: Once he captured traffic with topic clusters, he ran promotions to convert his traffic and capture emails. These included giveaways, discount offers, courses, and tools.
• Case Studies: Once he began driving traffic and capturing emails, he heavily pushed case studies in order to push leads over the edge and convert them to customers.

Read more about Chris Von Wilpert’s case study here.

Work with a B2B Marketing Agency

Hopefully these B2B marketing examples have inspired you to accelerate your own business’ growth!

But rest assured, most of these tactics and strategies are not quick fixes or easy hacks. They require time and effort.

And unless you’re a B2B digital marketing expert, it’s going to take you a while to get your growth marketing to work for you.

Want to partner with a company that’s been there, done that?

Apollo Digital is a full-service B2B digital marketing company. We’ve worked with over a dozen B2B companies spread through multiple industries, and we can help you too!

Touch base with us today for a free consultation call.

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Table of Contents

How to Write a Winning B2B SaaS Case Study

Case studies are highly valued among SaaS buyers. Why?! THEY BUILD TRUST! Case studies show that your product really matters, that it has industry applications, and most importantly, it shows results. While websites, blogs, social media, and other types of content pieces are also important, case studies take things to the next level. 

Knowing how to write a (good) case study is one of the most important skills every B2B SaaS marketer needs to have, considering case studies are the number #1 marketing tactic that increases sales compared to others.

However, writing a successful B2B SaaS Case Study can be challenging. We’ve done it many times, and trust us, we know. That’s why this blog post will cover everything (that we believe) you need to know to write a successful B2B SaaS case study that converts. Let’s dive in👇

Why Are Case Studies Important for B2B SaaS Businesses?

Case studies do one thing pretty well, show real and tangible results. While marketing explains what will happen, case studies show what actually happened.

Here are several reasons why case studies should be a must in your content strategy :

• Impact decision making: 42% of B2B buyers find case studies incredibly helpful in both the mid and late stages of their buyer journey, and for almost 80% of B2B buyers, case studies are an integral part of their buyer research process.
• Drive engagement and sales: Case studies are customer success stories that demonstrate the effectiveness of a business's offerings. By showcasing these success stories, you build trust among your potential customers and help them understand how your offerings can benefit them too. This can lead to higher engagement and, ultimately, to higher conversion.
• Custom-fit: By tailoring your case studies to speak directly to your ideal customers, you effectively engage with them and make your message more resonating. This approach builds stronger relationships with your target audience as it demonstrates your understanding of their needs and challenges.

The end goal of your case study is to connect with those who are reading it on a more personal level. They should remind their target audience that behind every decision they make, there are real people with real challenges and desires. This human-to-human (H2H) approach transforms a standard case study into a relatable one with an engaging story that resonates with B2B buyers.

Related reading: Demand Generation Guide for B2B SaaS Companies

8-Step Process for Crafting a Compelling Case Study

Now that we covered why case studies should be an integral part of your overall marketing strategy, let's take a look at the steps you need to take to build a successful one:

1. Define the Purpose of your Case Study

When it comes to creating a case study for your SaaS company, the first step is to establish the purpose of the case study. You need to determine why you are writing it and what you hope to achieve from it. Once you have a clear objective, you can start planning the rest in a way that resonates with your target audience.

Some of the common reasons for writing a case study in the SaaS industry can be:

• Showcasing the product's features and benefits
• Demonstrating its usability
• Highlighting customer success stories
• Attracting new customers and retaining existing ones
• Building trust with potential buyers. 

Understanding the primary reason behind your case study will serve as the foundation for your writing style, and it will dictate the way you present your brand. A well-crafted case study can help to generate website traffic , nurture sales leads, and educate the target audience on your product.

2. Gather Background Information

One key step when crafting your case study is gathering background information about your clients, their industry, and the problem you are trying to solve. To get the best information, interview your clients.

Another good source of information is your sales team. They can provide insights into the customer's pain points from their sales calls and demo presentations. It is important to have an ideal reader in mind while doing research so that you can personalize the case study.

As a SaaS company, you are likely targeting decision-makers from different industries. So, keep that in mind while writing your case study. The goal is to make the reading as relevant to the target audience as possible.

To make it easier for your readers, you can provide several filtering options on your website, just like Gong does.

This allows them to find case studies that are most relevant to their industry. Understanding the industry inside and out is crucial to communicating more effectively with each reader.

3. Hook the Readers With a Killer Headline

Your case study headline is the first thing your readers will see. According to Copyblogger, 8 out of 10 people read the headline, but only 2 out of 10 continue reading the content. Therefore, make sure that it’s catchy and engaging enough to draw people's attention but not overloaded with too much information. The goal is to tempt your readers to click through and explore more.

A good case study headline answers common questions that go through every reader’s head, like:

• Is this relevant to me?
• What will I learn?
• How will this help my business?

So, here are three elements to keep in mind when picking your headline:

Firstly, make sure to include your client's company name to show your case study is a real-life example of how your solutions can help someone. By doing so, you'll help your potential customers connect with your case study on a more personal level, making it more relatable and trustworthy.

Secondly, mention the specific product or service your customer used in your headline. Doing so gives readers an idea of what to expect from your specific SaaS product and helps them determine whether that product would be relevant to their needs. Moreover, it will also make your headline more attractive to the readers.

Lastly, highlight a statistic that reflects the amazing results your customer achieved by working with you. This is a great way to showcase your service's effectiveness and demonstrate how it can help others achieve the same or even better results.  Drifts’ case study example of a catchy headline:

4. Describe the Challenge

Once you complete the first three steps, you can proceed with writing the body of your case study. Every successful B2B SaaS case study begins by clearly describing the challenges faced by the customer before discovering your solution. This moment is critical in setting the stage for the transformation that follows, so it's important to articulate the problems faced by your client. This puts the customer at the forefront, ensuring that their story remains genuine and relatable.

To effectively outline the challenge, you need to provide enough information while keeping the focus on the customer. Avoid getting too detailed, as this may overshadow the authenticity of the case study. Instead, aim for concise yet impactful descriptions that resonate with your target audience.

Consider answering important questions such as: 

• What hurdles did the customer face? 
• What were the consequences of these problems? 

Make the challenge relevant to your target audience by using language they can relate to and including your customer’s words. By presenting the challenge through your customer's experiences, you establish a genuine connection with your audience, emphasizing the importance of their journey and the value of your solution.  Example of Gong highlighting the challenges and outcomes at the beginning of their case study: 

5. Highlight the Solution

As the narrative unfolds, start to seamlessly integrate yourself into the customer's journey, showcasing how your solution addresses their challenges effectively.

Start by briefly introducing your product or service, outlining its key features and unique selling points. Emphasize how these attributes directly align with the specific problems faced by the customer, strengthening the relevance of your solution. 

Remember to maintain focus by discussing only the features directly relevant to the story's theme, avoiding unnecessary distractions. By linking these features to the challenges commonly faced by your target audience, you ensure that readers grasp the practical importance of your solution. 

Next, talk about the benefits your client experienced from your solution. Mention the specific teams or employees that saw improvements in their workflows or productivity thanks to you. Detail if there were any premium features or add-ons used.

By explaining how your solution delivered tangible results and exceeded customer expectations, you instill confidence in potential clients who may have experienced poor customer service in the past. 

6. Have a Complaining Narrative

The narrative of your B2B SaaS case study needs to be both engaging and easy to follow. Essentially, think of it as telling a story that has a clear and logical progression. 

To get started, set the stage by outlining the problem your client faced. Share the challenges, pain points, and obstacles they encountered. This helps the reader relate and understand why your solution was needed.

Next, introduce your SaaS product or service your client used as the solution to these challenges. Show how your offering addressed the specific needs of the client and provided a practicable solution to their problems. This is where you can highlight the unique features or capabilities of your product that were instrumental in resolving the issue.

As you guide the reader through each step of the process, focus on painting a vivid picture of the transformation that took place. Share how your solution was implemented, detailing any hurdles that were overcome and the strategies employed to achieve success. This adds depth to the study and reinforces its credibility.

Finally, wrap up the story with the outcome achieved by your client. Showcase the tangible results, whether it be increased efficiency, cost savings, revenue growth , or any other measurable impact. This serves as the conclusion of your narrative, demonstrating the real-world value and benefits of your SaaS solution.

By crafting a compelling narrative that flows seamlessly from problem to solution to the outcome, you keep the reader engaged and make the case study more relatable and easier to follow. This storytelling approach not only enhances the readability of your content but also reinforces the persuasive power of your B2B SaaS case study.

7. Backup the Outcomes With Data

You can’t build a winning case study without showing tangible metrics. Implementing real-world customer data into your study will help you validate the story and provide factual evidence of the impact your solution has had. 

Up to 76% of SaaS marketers include key metrics in their case studies. Why? Because specifics like time saved and revenue increased speak volumes. 

To make sure your case study resonates with readers, focus on metrics that are directly related to the client's success story. These metrics should be seamlessly integrated into the narrative, illustrating how they translated into real benefits for the client. For example, a 30% increase in revenue could be contextualized within the narrative to highlight its role in enabling business expansion or investment in new areas.

Visual aids such as graphs, charts, and infographics are also helpful in enhancing the presentation of data, making complex information more digestible and memorable for the audience. 

All effective case studies have a happy ending. Explain how your customer is better off than before using your product, with real data to prove your point.

8. Guide the Next Steps

As you wrap up your case study, emphasize the effectiveness of your solution and leave the readers with a convincing call to action. Recap the outcomes achieved by the featured client, highlighting the transformational journey from the problem to the solution. Moreover, provides insights into the client's future trajectory now that the challenges have been addressed, giving the readers a peek into the continued success achieved with the help of your product or service. 

Make the closing statement more personal by including clients' testimonials to validate the genuineness of the story. By allowing the customer to reflect on how your product or service impacted their business and express their satisfaction, you reinforce the credibility of the case study and motivate readers to take action. 

3 Great B2B SaaS Case Study Examples 

SIf you are finding the steps mentioned difficult to understand and are looking for some practical examples of how other SaaS companies have crafted their case studies, we've got you covered.

1. Plaid 

Plaid is a fintech company that provides a secure platform for users to connect their bank details to online applications. Their compelling case studies address the critical concern of financial security and showcase how their clients' experiences are transformed. For instance, Plaid's case study of Betterment highlights the client's goal of onboarding new users and driving engagement. The study provides company details and outlines a singular problem and its solution. 

Plaid keeps Betterment's desired result front and center and offers a positive outlook on the SaaS business. They provide a clear and concise explanation of how they helped Betterment in a brief version of a ten-page white paper. Furthermore, the case study lists various benefits that Plaid provided to Betterment.  Plaid's subtle yet effective product integration and well-organized process make it easy for customers facing similar challenges to envision the solution.

B2B case studies should be written in a language that the ICPs can easily understand. Playvox is a customer service platform that assists businesses in streamlining their operations. In this industry-specific case study , Playvox addresses the unique challenges facing Sweaty Betty, a company in a niche industry, such as the assessment times for accounts of retail and online shops. 

The case study starts by presenting the results achieved for Sweaty Betty. Then follows a simple yet impactful format, highlighting the challenges faced, the solutions implemented, and the results obtained. Instead of listing solutions in bullet points, Playvox uses customer voice to showcase Sweaty Betty's transformation. 

This formatting approach is effective because Playvox does not need to boast about the platform's usefulness. Sweaty Betty is already doing it for them.

3. CoSchedule

CoSchedule is a leading software as a service (SaaS) provider in the social media space. This outcome-led case study demonstrates why CoSchedule is so effective at capturing the market. 

The study begins with a headline that emphasizes the results achieved, capturing the interest of readers who are looking for similar outcomes. The case study is straightforward and well-written, with catchy headlines that hold the reader's attention. Results are presented through graphs, quotes, and visuals as the reader scrolls through the study. 

Finally, the study concludes with a quote from the customer, which echoes the outcome stated in the headline. Leading remote teams presents challenges for many organizations, and CoSchedule makes it easy for these teams to manage their operations. The case study clearly demonstrates the effectiveness of CoSchedule in this area.

Nailing how to write a winning B2B SaaS case study can be time-consuming, but it's a powerful way to demonstrate to potential customers that your product is the best solution to their problems. 

By showcasing real-life examples of your product, you build trust in ways that other types of content cannot. This establishes your reputation and increases the likelihood of buyers converting. To create engaging and results-driven case studies that will help your business grow, it's important to maintain strong customer relationships, apply relevant market insights, seek inspiration from other brands, and follow the processes outlined in this blog post.

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21 High Quality SaaS Marketing Case Studies

As part of my old growth marketing consulting job, we had to conduct two big growth case studies - one on Xero and one on Airbnb (which I talk about below). This case study has been viewed thousands of times and took 5 consultants to write a combined 16,000+ word article. I wrote about Community marketing and event marketing. It was a lot of fun to write.

We conducted a detailed growth case study on Xero’s growth and how they acquired 350,000 users in 12 months. Not only is the number is impressive but the fact that accounting software isn’t the most exciting choice of software in the world, Xero did a great job at marketing.

Xero is definitely a master in my opinion with community marketing, content marketing and event marketing. They've done well in other channels, but these are the standouts when it comes to growth. There's a lot to learn from Xero for startups and growth.

Without a doubt this will be one of the best case studies you will ever read.

This case study by Web Profits goes into detail of how over 7 years Canva acquired 7,000,000 users and 300,000 of those becoming paying customers (and rising each day).

Incredibly, Canva reached over 2 million users in the first 2 years.. Just insane!

This case study breaks down website UX + UI, product pages, social ads + much more in incredible detail, with plenty of screenshots and graphics.

I love Semrush and use it nearly everyday as a growth marketer.

It got me curious using the product everyday for so long “I wonder what the growth journey was for Semrush”. I knew they had been around a good period of time, but didn’t hear much about their growth journey aside from typical “Series A, etc” type articles.

This case study breakdown by SaaS Marketer is definitely one of the better articles I’ve read in a long time.

Semrush made huge gains in growth due to a strong affiliate program and amazing product expansion, which totally makes sense. The product is amazing which naturally will unlock more referrals.

4. Autopilot

I love this article on Autopilot which is an amazing marketing automation tool.

One of the best things I love about this article is the graphics - especially the “Acquire, Nurture, Grow” framework, which then highlights the 9 key strategies Autopilot invested in with their growth.

Another key thing I do like about this article is they go straight to the point around their key strategies. It’s a nice change from the other gigantic case study reads.

5. Clickfunnels

The level of detail on ClickFunnel’s growth in this article is impressive, especially around the numbers and stats. I was engaged right away before reading into the detail. Content done right in my opinion!

Not only does this article share the growth strategies used by ClickFunnels, but also a great narrative on ClickFunnel’s and Russell Brunson’s amazing success.

The strategies used by Russell and his team to build such a strong community is incredibly impressive. Definitely a lot to learn from.

The illustrations and imagery are also really good.

Buffer is another favourite tool of mine which I use for my own projects or projects I am working on.

One of Buffer’s growth strategies that worked wonders was their content marketing strategy and execution. Buffer gets content marketing, especially in the competitive world of social media scheduling tools.

This article goes into great detail of Buffer’s content marketing growth strategy that ultimately help them generate revenue from $0 to $5million (and still going up!) through content.

Also a great incorporation of imagery and graphics to illustrate and show key points.

7. ConverKit

I love the story of ConvertKit. Nathan the founder of ConvertKit hustled hard in his first 6 months with a $5k investment to achieve a $2.4k MRR - which is not bad for a new product and a one-man army. Fast forward a few years later and ConvertKit does over $1.7million MRR.

This article by SaaS Hacker covers 10 growth levers used by Nathan and his team to achieve incredible growth.

Some really good lessons to learn from Nathan and his journey.

Who doesn’t love Slack? From $0 to $5 BILLION. In just 4 years, there’s a very good reason why Slack has won the hearts of many startups and growing companies to interact with their internal teams and even customers.

In another amazing article by Chris Von Wilpert, he covers 13 in-depth marketing strategies used by Slack to generate over 100 Million visitors to Slack’s website each month.. Yes, each month.

This article was originally written in 2018, but the strategies outlined are evergreen and valuable to read for any growth marketer or startup founder.

I love Quora and really wanted to share growth case study, but it was quite hard to find anything of quality and substance, until I came across this article.

Similar to the Viral Loops case study for Dropbox (coming up next), this article gets straight to the point and the strategies used by Quora to gain early traction and continuous, strong growth.

I really, really love the illustrations + examples used to explain the features, UX and gamification that Quora implemented within their product. There’s lots to learn here if you’re looking for more ways to build more growth into your product.

10. Dropbox

If you’re working in Startups or have a background in SaaS, you most likely know the story on Dropbox’s early traction.

This case study by Viral Loops isn’t as big as some of the other growth breakdowns but very much still rate this article to gain key takeaways around referral programs, which the Viral Loops product does a very good role in producing - great referral programs.

Read the four key points and you will see how Dropbox did this so well. Hard to execute but can works wonders for early traction if you can pull it off.

11. Pinterest

Another favourite blog of mine is Product Habits and this article doesn’t disappoint.

One of the main reasons why I love this case study is due to the timeline which gives an overview of the key marketing strategies and focuses for Pinterest with their growth journey.

The “2009—2012: Building a ‘Human Indexing Machine’” is a great read and really does show how Pinterest nailed their UGC and SEO strategy.

I also like the section of the 3 ways Pinterest could go next. Personally, Pinterest had a huge opportunity if they focus more on small advertisers/small businesses, especially with what’s happening with Covid. As Facebook + Google and their advertising networks become increasingly crowded, I see a lot of advertisers + small businesses startups using Pinterest Ads.

12. Spotify

This article is a bit dated now but still very much a “goody” written by Morgan Brown (Co-author of Hacking Growth with Sean Ellis).

It’s an interesting article which goes into detail their existing and future growth levers.

The early traction and freemium business model sections are very interesting to read. There's a lot of good learnings based on their initial early stage growth strategies.

13. Active Campaign

Wild Audience is one of my favourite blogs and this is certainly a case study worth reading, especially if you're a growth marketer or digital marketer.

This breakdown goes into great details around ActiveCampaign’s messaging, copy, positioning, their funnel (in awesome detail) and integration marketing.

The structure is really good and comes with a lot of images to show off proof of their strategies and examples. Great for readers to become inspired and implement new growth marketing initiatives into their pipeline.

14. Hubspot

We all know Hubspot and if you may not recall who they are, there’s a very good chance you’ve landed on their website before.

Hubspot is an inbound marketing machine with anything lead-gen related. Personally, Hubspot is #1 when it comes to learning anything inbound marketing related and generating leads in a clever way.

This case study by Chris Von Wilpert on the Appsumo blog goes into incredible detail of some of the growth strategies of Hubspot in acquiring leads.

There’s A LOT of very valuable strategies and tactics that startups and founders can take away and work within their existing and future growth strategies.

15. Mailchimp

If you’re doing email marketing (or have done so before), there’s a great chance you’ve dealt with Mailchimp before. This article is a few years old but still a very valuable read.

Despite the huge brand and success they have now, the product has been around for nearly two decades. They didn’t raise huge capital in the beginning, but rather experimented and continuously trialled and tested new strategies to develop a robust product.

Whilst a mature company now, this article shares a lot of awesome growth strategies Mailchimp use that any startup or fast-growing company can learn from and them implement into their growth strategies.

My new favourite blog is by the amazing guys at Growth.design - check them out, they do simply amazing content. Hands down best growth blog going around right now.

Speaking of favourites, welcome Zapier! This tool is unreal and use part of my workflow every day for the various clients and projects I’m working on.

Zapier nails their UX overall within the product, but does a very good job around getting their customers from freemium top paying users. There's certainly a lot for SaaS founders and marketers to learn from Zapier. Highly recommend.

Similar to the Xero case study, I wrote close to 6,000 words out of this monster 29,000+ word growth case study on the Web Profits blog (I wrote about referrals and community).

It was a huge team effort putting this together with other talented growth consultants and can say it’s certainly worth reading. There’s so many clever growth strategies that Airbnb did.

Whilst the key channels breakdowns into search, paid social ads, organic social, email marketing, community + more are amazing, the detail of the website breakdown is second to none. That section alone is a great read to understand Airbnb's UX decisions whilst focusing on conversion. A lot to learn from also in regards to copy + messaging throughout key stages of the website's UX.

The overarching takeaway of the whole case study is the artform and technical execution around personalisation from Airbnb. Seriously, it’s impressive.

18. Lemonade

If you’re reading this from Australia or outside of the US, you may not have heard of Lemonade before, but you will now.

Lemonade is an insurance company who have crushed it with millennials and experienced strong growth over a long period of time.

Their primary growth channels for success has been using the likes of Chatbots and AI, whilst also ensuring a seamless UX experience.

A wonderful breakdown with great visuals to explain.

Another SEO tool similar to SEMRush I mentioned earlier is Ahrefs.

Amazing breakdown again by SaaS Marketer, this breakdown covers 19 strategies that Ahrefs have used and are using to this day to help spur hypergrowth.

I am a big fan of their content marketing, especially their YouTube channel. Really, really good content for all levels of SEO experience.

A great content strategy combined with a great product has definitely helped these guys grow fast.

In addition they are smart with acquisition with their 7-day $7 Trial as well as recently releasing a Free site audit tool.

Note: The original link isn't working for some reason after I wrote this, so I have linked to a podcast featuring the CMO Tim Soulo.

20. Intercom

Noah Kagan is one of my favourite marketers and this case study on OkDork’s blog does is fantastic.

This article covers 8 reverse-engineered breakdowns on what Intercom has engaged with to achieve over 17,000+ paying customers and over $50Million+ in revenue (and continuously growing strong).

A key takeaway out of the case study was Intercom's landing page strategy with various landing pages for alternative/competitor-based pages, to paid ads, content & overall landing page experience. Lots to learn from them.

This post nails it on the head. Notion is one my favourite tools and I have been trying to find out more about their success with growth and this case study shares key takeaways in terms of strategies + tactics they have used.

This is an awesome case study by the team at Foundation Inc on Notion’s growth success which has been predominantly attributed through executing templates & community. Of course other channels contributed to their growth success, but they are a benchmark to follow in terms of community growth + UX.

Their community growth strategy, including growing a subreddit to over 70k+ members, is pretty impressive. On top of that, a streamlined UX with the templates + onboarding really does make it an enjoying experience using the tool as a proud user, but also to admire as a SaaS founder & marketer.

Leveraging Case Studies and Testimonials for SaaS Business Marketing

10 Best Practices of Leveraging SaaS Testimonials and Case Studies

Develop a 'wall of love' page on your site, integrate testimonial and case studies sliders on landing pages, infuse testimonials and case studies into b2b saas marketing strategies, feature testimonials and case studies in email campaigns, produce promotional video testimonials and video case studies.

Embed Interactive Badges for Reviews from Platforms like Capterra and G2

Showcase customer endorsements on signup and trial pages, share testimonials on social media, leverage saas endorsements in paid ads, integrate saas testimonials near pricing plans.

Conclusion:

• Testimonials are pivotal in building trust with potential clients and establishing credibility and reliability.
• Incorporating incentives or rewards for customers who share their experiences can boost active participation in the testimonial-collection process.
• Leveraging video testimonials provides a dynamic and engaging medium for customers to articulate their experiences, adding depth to the testimonial portfolio.

Frequently Asked Questions

In marketing, a case study is an in-depth analysis of the effectiveness of a certain instrument, approach, or plan. Focusing on measurable outcomes like higher sales, more visitors, or longer production hours usually consists of multiple key elements, beginning with an introduction to the client or customer.

Asking your most loyal customers to share their opinions about your company through testimonials makes it easier for prospective clients to contact you. It strengthens your relationship and loyalty with your clients.

A testimonial is a brief statement or anecdote from a customer expressing their happiness with your business. Customer testimonials might take on a less official style, akin to a review published on a third-party website, even though brands frequently display them on their websites.

About The Author

Jibran Qureshi stands at the intersection of technology and marketing, a seasoned entrepreneur with a profound background in Finance, SaaS, Tech innovation and Digital Marketing. His journey through the tech landscape has been marked by a series of pioneering ventures, where he has harnessed the power of software to revolutionize the way businesses grow and connect with their audiences. As a strategic business owner, Jibran has an acute understanding of the digital ecosystem, having navigated the complexities of SaaS business models and the tech sector's ever-evolving dynamics. His hands-on experience in developing and scaling tech solutions has given him a unique perspective on how to leverage digital tools for maximum marketing impact. In the competitive arena of digital marketing, Jibran is a mastermind of growth hacking, utilizing his tech acumen to drive innovation and performance. His strategies are not just about reaching audiences but engaging them through intelligent, technology-driven campaigns that deliver results and build lasting relationships.

Jibran Qureshi

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23 B2B SaaS Marketing Strategies To Grow Your Brand (+ Examples)

B2B SaaS marketing is more challenging today than at any time in the past.

Why? Because the market is oversaturated with solutions and the competition is fierce…and constantly getting fiercer.

As of 2022, there were approximately 17,000 Software-as-a-Service companies in the U.S. alone. Early-stage SaaS companies received around $86 billion while breakout stage SaaS companies received a whopping $193 billion in VC investment in 2022. The level of competition is expected to only intensify in the years to come.

To be successful at B2B SaaS marketing requires a well-defined strategy, along with creativity, ingenuity, boldness, data-centricity, and a willingness to experiment.

Without the right marketing strategies in place, your brand will likely stagnate. And you’ll likely find yourself losing ground to the competition.

However, with the right SaaS marketing strategies, you’ll attract more traffic, generate more leads, and take your brand to new heights.

In this guide we’ll walk you through 23 SaaS marketing strategies you can use to drive B2B business growth. We’ll also showcase B2B SaaS brands that are marketing effectively and capturing greater market share, revealing potential marketing opportunities for your own company.

Let’s dive in.

23 B2B SaaS Marketing Strategies

1. audience research and pain points.

Always start with your audience. Dive deep to understand their goals and pain points as clearly as possible. Learn what keeps them up at night and what motivates them to action.

By speaking directly to their challenges, frustrations, and fears, you’ll resonate more deeply. By aligning with their goals and objectives, you’ll get them fired up to take action.

Understand your audience and all of your SaaS marketing will be more effective. Get this wrong, and you’ll waste a lot of time, money, and resources.

There are many ways to uncover Voice of the Customer (VoC). A few examples include:

• Customer interviews
• Surveys and polls
• Market research
• SEO keywords
• The questions being asked online
• Popular online content
• Social listening
• Community engagement
• Sales call recordings such as via Gong or Chorus
• Audience research tools such as SparkToro

2. Creativity

Your technology may be an advantage today, but competitors and new market entrants can quickly leapfrog and blindside you.

If you’re looking for a major marketing advantage, look to your creativity instead. As Stratabeat CEO Tom Shapiro writes in his book Rethink Lead Generation , creativity is the only aspect of your business that cannot be commoditized. In every example of growth included in the book, the company was innovative in its approach.

How much time does your marketing team spend on brainstorming, creativity, and innovation? Too often, SaaS marketers are so focused on metrics that they forget the importance of originality, ingenuity, and boldness. Go all in on your creativity to strengthen your marketing across the board.

Few strategies are more effective long-term for B2B SaaS than search engine optimization (SEO). Increasing your website’s visibility through B2B SEO means you can draw in more customers without needing to pay for ads, lowering your Customer Acquisition Cost (CAC). On top of this, Forrester has found that SEO produces more loyal site visitors , helping you to increase your Customer Lifetime Value (LTV).

What’s unique about SEO is that when done right, your results compound over time. Advertising doesn’t do this. Nor does email marketing, nor social media. SEO is the only marketing vehicle that can achieve this type of accrued success.

It’s important to note that an SEO strategy is a long-term play. To build a strong SEO program, always be thinking about building SEO into the DNA of the website, your content, and any relevant marketing campaigns. Retrofiting after-the-fact is always painful and rarely effective.

In addition, be sure to optimize your website with a strong technical foundation. Produce outstanding content on a consistent basis, as well. If you want to rank in the SERPs, invest the time and resources necessary to create great content that aligns with search intent while standing out from the crowd. Create the type of content that attracts mentions and backlinks naturally from third-parties.

4. Content Marketing

Content marketing includes creating SEO optimized content, but goes well beyond that. It includes any type of content you create that serves to market your SaaS business.

This can include blogs, white papers, case studies, videos, podcasts, webinars, presentations, product comparisons, data visualizations, and other content that helps educate potential customers and offers value. The goal is to establish your brand as a trusted source of information in the industry.

An effective SaaS content marketing strategy also helps you grow brand awareness, nurture leads, and build relationships with potential customers throughout their buying cycle. Create content that speaks to leads at each stage of the sales funnel and helps move them into the next stage.

Through a variety of content, you can address pain points, overcome objections, share compelling stories, explain features and benefits, and highlight success stories that help to convert qualified leads into customers.

Content marketing also helps you remain top-of-mind with prospects and existing clients. By consistently producing high-quality content that speaks to their needs, you can consistently attract new customers while retaining your current accounts.

Stratabeat Fueled 5X Growth for a B2B Property Management SaaS within Two Years

5. product trials.

A staple of SaaS marketing, product trials allow potential customers to test out your product for a time before deciding whether they want to purchase from you. Because SaaS products are intangible, free trials go a long way in helping prospects get a better feel for your product and make a more informed decision.

This is why 78% of SaaS companies offer potential customers free plans or trial periods.

Product trials allow customers to interact and experience the full range of features your product offers before making a purchasing decision. They also offer you the opportunity to wow potential customers with the value you provide, helping them decide to become paying customers.

Product trials also help establish trust with potential customers. If they’re able to try your product and see the value it provides, they’ll be more likely to trust your brand.

6. Activation

Acquiring leads is critical to a SaaS business, but just as important is user activation. To that point, a 25% increase in user activation delivers a 34% increase in MRR over the course of a year.

If you think your job is done at the free trial stage, you’re leaving a great deal of money on the table. Your audience doesn’t check out your product because they want to check out your product. They instead are looking for outcomes that save them money or help them to drive growth. They want to know how your software is going to help them achieve greater business success.

Taking your users from a free trial to a paid subscription is mission critical. To identify your user activation point, define the user activation events that align with the jobs to be done (JTBD). To boost activation rates, create personalized in-app onboarding experiences and proactitvely engage your new users. The bottom line is that you should put just as much effort into activation as acquisition.

7. Referral Marketing

Referral marketing is an effective B2B SaaS marketing strategy for driving growth, acquiring new users, and reducing customer acquisition costs.

It’s also a way to reward existing users. By incentivizing users to refer friends and colleagues to your business, you can quickly and more efficiently expand your user base and reach new prospects.

For example, you could offer access to more features or more robust professional services for each referral someone sends your way. Or you could offer a free month for each referral, etc. The key to success with referral marketing is ensuring that the reward you offer for referrals is sufficiently valuable.

Referral marketing also helps you to build trust with your prospects, as they enter into your sales conversations with a certain level of trust from the start. After all, people are more likely to trust a recommendation from a friend than any advertising campaign. This accelerates the sales cycle, increases win rates, and makes retention easier.

Looking at it even more holistically, referral marketing is a way to turn satisfied customers into brand advocates. Advocates not only refer your product but often also provide positive testimonials, participate in case studies, and contribute to other marketing efforts, further strengthening your brand’s reputation.

8. Paid Media (PPC and Display Advertising)

Paid media can be a useful part of your SaaS marketing mix. PPC (pay-per-click) advertising is an effective SaaS marketing strategy for quickly driving targeted traffic to your website. This strategy is particularly beneficial when you are introducing something new (e.g., new product launch, new campaign, etc.) that you want to make your audience aware of.

One advantage of PPC advertising is that you can target highly specific audiences, ensuring that you get your message in front of the right people at the right time.

Complementary to PPC is display advertising. This type of advertising can help you to expand reach at the top of the funnel, often through a DSP. Or, you can cut an ad deal with the specific websites that your audience visits.

The downside to advertising is that the traffic and leads stop when you stop paying for it. In light of this, it makes the most sense to implement long-term strategies like SEO and content marketing alongside any advertising campaigns. In this way, you can reduce your reliance on paid media, and in turn, slash your advertising costs, over time.

9. Free Tools

Although developing free tools requires time and resources, it can be an invaluable SaaS marketing strategy. By providing a free tool that is helpful to your target audience, you can establish yourself as an authority in the field and build trust with potential customers. You demonstrate the type of value your brand offers.

After all, if you offer significant value for free, how much more value do your paid features bring?

Free tools can also give your SEO efforts a significant boost. They tend to attract significant numbers of backlinks, which signals to Google that your site is valuable and should be ranked higher in the search results. Backlinks also suggest to Google that your brand is trustworthy, which can also translate into higher search rankings.

Offering free tools also helps with your lead-generation efforts. By requiring contact information to use the tools, you build a list of poential prospects for your products.

10. Case Studies

Case studies are a highly effective Bottom of the Funnel (BOFU) B2B SaaS marketing strategy. They provide concrete evidence of the value your products offer.

They prove that you help your customers overcome their problems and reach their goals. They are a valuable form of social proof that reduce customer objections and give you an edge over the competition.

Just how impactful are case studies? Fifty-two percent ( 52% ) of B2B buyers surveyed said that case studies are “very important” when evaluating different vendors.

Wherever possible, include relevant data, statistics, and quantifiable results to back up your claims for added pursuasiveness.

Demos are another invaluable B2B SaaS marketing strategy, particularly for BOFU prospects. At some point, prospects need to see your product in action. They need to see all that it can do and specific ways it can solve their problems.

And, unlike free trials, which require the user to figure out how to use your product, demos allow you to show your product in the best possible light with full control.

Demos are a powerful sales tool, as they allow prospects to visualize how your product would fit into their workflow and create value. They also enable you to answer any immediate objections the prospect may have.

Demos also increase your conversion rates. According to Navattic , only about 2% of website visitors schedule a demo and roughly 4%-6% enter into a free trial. Navattic’s customer data has shown that about 25%-40% of website visitors will engage with an interactive demo, with the majority of those achieving a 40%-100% completion rate.

When planning a demo, keep it focused and concise. Highlight your most valuable features and make sure the prospect understands how your product solves their specific problems.

Along with live demos, consider adding interactive demos on your website. With demo software such as Navattic, Walnut , and Storylane , enable them to get their hands on your software faster and easier. Get them excited even before they talk with your sales team, accelerating the sales process.

12. SaaS Review Sites

SaaS review sites help you to get in front of your target audience and establish your credibility. They enable prospects to see what other customers have said about your product, and help you to monitor customer feedback.

Positive reviews and ratings on reputable review websites enhance trust in your products. Potential customers are more likely to trust the opinions of their peers, and positive reviews act as social proof of your product’s effectiveness.

Individuals browsing these review platforms are often in the consideration or decision-making stage of their SaaS purchasing journey. Your active involvement in these sites therefore helps you to attract qualified leads.

Some of the most popular SaaS review sites include G2 , Capterra , GetApp , Software Advice , and TrustRadius . You should create profiles for each one and frequently monitor them to ensure that all information is up to date.

If possible, respond to reviews, including the negative ones. This shows potential customers that you care about your customers and want to do everything possible to provide them with an outstanding experience.

If you acquire a large number of positive reviews, show that off in your website, as social proof is a powerful conversion enhancer.

13. Social Media

Social media should be an integral part of your B2B SaaS marketing strategy. Given the billions of users, you can be sure your audience is using it.

Post regularly on the social media platforms your target audience uses. Don’t spread yourself too thin by trying to be on every platform. Rather, prioritize and focus on your audience’s top one, two, or three platforms.

Value really is the key to success with social media. Don’t post just for the sake of posting. Give them tips, strategies, insights, and useful information that keeps them coming back again and again. Engage with your audience and answer their questions. Provide them with unique perspectives.

Don’t focus primarily on promoting your product. Yes, you can do that from time to time when appropriate, but your main focus should be on consistently delivering value.

Also, be sure to create an employee advocacy team. Feed the team with creative assets and empower them to effectively promote your brand on social media. Social posts from individuals tend to generate far more reach and engagement than corporate accounts. With this in mind, if you have 50 or 100 employees in your advocacy program, you’re improving your social media impact significantly.

14. Marketing Automation and Email Marketing

Though it’s been around for 30+ years, email marketing is still a powerful marketing strategy. It allows you to connect with a large audience in a 1-to-1 manner and capture people’s attention in a way that’s not possible with social media. As Litmus notes , for every dollar spent on email marketing, businesses average an ROI of $36.

Email marketing is great for nurturing leads and informing people about new products, features, and offers. It also allows you to onboard new customers effectively, which helps you to reduce your churn rate. Email marketing tools like ActiveCampaign and Mailchimp allow you to set up automations that will send out emails automatically based on predefined rules.

Segmentation is especially important when it comes to email marketing. Segmenting your email subscribers allows you to target audiences with specific, custom messages, helping you to increase conversions.

Email marketing is also great for boosting customer loyalty. Regularly send emails to your database to ensure that you stay top of mind. Highlight new features, offer special discounts, educate them with useful how-to information, share unique perspectives on topics of interest, invite them to webinars and events, etc. If you are regularly producing high-value content, be sure to email it to your audience for ongoing engagement.

15. Account Based Marketing (ABM)

Account-based marketing (ABM) is a targeted approach to marketing, where you focus on your ideal customer profile (ICP). The goal of ABM is to create personalized campaigns that resonate specifically with each target account. This can be done by sending out personalized emails, hosting webinars and private events, or creating content specifically for the target account.

ABM is an effective way to create and nurture relationships with key decision-makers and build trust with your potential customers. It’s also much more cost-effective than traditional marketing methods. ABM allows you to reach your most valuable prospects consistently in a targeted way, making it a powerful marketing strategy for B2B SaaS companies.

According to ITSMA, “Account-Based Marketing delivers the highest return on investment of any strategic B2B marketing approach. Period.”

16. Webinars

Webinars are an excellent way to engage with your audience in real-time. Use webinars to captivate them on topics of interest. Help them to achieve more. Guide them to gaining a competitive edge. Help them to see the future. Showcase your thought leadership.

Webinars are also an effective lead generation tool. Use webinars to educate your audience about your products and showcase how they solve their problems. Webinars offer an interactive way to demonstrate your product’s features, functionality, and benefits. This live demonstration can be more engaging and persuasive than static content, helping potential customers better understand the value of your solutions.

Record and repurpose your webinars into various content formats. This includes creating blog posts, video excerpts, social media content, and more. Repurposing webinars allows you to extend the lifespan of your webinar and reach a wider audience.

In addition, turn your webinars into sales-enablement tools by creating a library of on-demand webinars that can be deployed by sales at strategic times in their conversations with prospects.

Leverage the power of webinars to engage new prospects, nurture leads, and increase conversions.

17. User Generated Content (UGC)

User Generated Content (UGC) is content that is produced by those using your product. For example, a user might publish a YouTube video walking people through your software. Or they may write a blog post in which they review your product. UGC is valuable, word-of-mouth content that can engender deeper trust in your brand and product.

Encourage customers to share their experiences with your product. Share UGC on your social media profiles, your website, and other places where potential customers will see it. It serves as a valuable form of social proof that helps to boost your conversions.

18. Special Offers

Special offers help you to attract new customers by creating a sense of urgency or providing additional value. They also move potential customers through the sales funnel more quickly.

Use special offers strategically to encourage existing customers to upgrade to higher-tier plans or purchase additional products in your suite, facilitating upsells and cross-sales.

If you’re looking to enter new markets, special promotions are a useful tool to incent businesses to invest in your products even though you are a new entrant in their vertical, geographical region, or product space.

19. Website Visitor Tracking & Outreach

Using an application such as ZoomInfo , Lead Forensics , or Dealfront , you should be identifying the visitors to your website every day.

That’s right – every single day .

Configure the application to identify those site visitors demonstrating buyer intent, and then conduct outreach with customized messaging based on each prospect’s visit. By following up with qualified visitors within 24 hours, you’ll connect with more prospective leads and increase the likelihood of an engaged conversation. This is low-hanging fruit and should be a part of every B2B SaaS marketing team’s arsenal.

20. Conversion Rate Optimization (CRO)

Conversion Rate Optimization (CRO) helps you to get more ROI out of your existing traffic. It involves identifying areas in your website where potential customers are abandoning the process and then making changes that increase the number of people who engage and take action. This may include signing up for a free trial, requesting a demo, booking a time to talk with sales, or making a purchase.

A/B testing is an essential part of CRO. It allows you to test different pages or small variations on a page against each other and determine which one results in the most conversions.

CRO is especially valuable if you are operating on a limited budget. It allows you to generate more conversions and sales without spending money on acquiring new traffic, lowering your acquisition costs and increasing your marketing ROI.

21. Behavioral Analysis

Behavioral analysis allows you to uncover the digital “body language” of users, identifying behavioral patterns that might otherwise be missed. This data can be used to better understand customer needs and preferences, enabling you to optimize your website for a better experience and higher conversion rates.

Use this data to then help you design better site experiences, reduce friction points, and make it easier for site visitors to convert into actual customers. Behavioral analytics software options include Mouseflow , FullStory , and Contentsquare .

22. Retargeting

Retargeting allows you to engage with individuals who have already interacted with your brand in some way. They may have clicked a PPC ad, watched a video you posted on social media, visited your website, or signed up for your email list. These are people who have already shown that they’re interested in what you have to offer.

Running retargeting ads allows you to keep these individuals engaged and remind them of your product. You can segment them according to where they are in the customer journey and offer them different ways to engage with your brand.

For example, say a person engaged with a top-of-the-funnel blog post you wrote. Using retargeting, you can put more TOFU and MOFU content in front of them, nurturing them further along in the customer journey. Or, if a visitor showed interest in a particular feature, display ads highlighting its benefits and encouraging them to explore related features further. Remind users who visited your trial or demo request pages but didn’t sign up to take your product for a test run. Showcase key features, benefits, and customer results to reinforce your value proposition.

23. Community-Building

Another effective B2B marketing strategy is to build a community around the brand. This may include an online area for members to interact and engage with one another. It may also include online resources, courses, and a user forum. Some communities even engage in live events.

A community provides a platform for users to seek and offer support. Users ask questions, share solutions, and learn from each other. Beyond being helpful to product users, this also reduces the burden on the company’s support team.

Communities also serve as a valuable channel for collecting user feedback. Understanding user needs, concerns, and feature requests can guide product development.

Engaged community members are more likely to become loyal customers. A sense of belonging helps to foster brand affinity and advocacy.

Why Defining the Right Marketing Strategies is Critical for SaaS Business Success

Defining the right SaaS marketing strategies enables you to achieve more. More traffic, more conversions, more leads, more pipeline, and more brand love.

The right B2B SaaS marketing strategies translate into B2B growth strategies . They act as a North Star for your marketing plans and campaigns, galvanizing your efforts so that the different facets of your marketing are reinforcing one another. Without well-defined strategies in place, your marketing efforts may be scattered, random, and less effective.

The right strategies help your marketing team to:

• Expand reach
• Drive website traffic
• Engage your audience
• Differentiate the brand
• Deliver a positive site experience
• Increase conversion rates
• Drive greater leads and pipeline
• Build brand affinity
• And ultimately empower your sales team to close more deals

Another benefit of having well-defined SaaS marketing strategies in place is that they allow you to provide a cohesive experience for your audience across multiple marketing channels.

You can ensure that no matter where a prospect is in the customer journey, they have a good experience with your brand. This helps to build trust.

Finally, SaaS marketing strategies are essential for building a strong brand. Brands like Freshworks, HubSpot, Dropbox, Drift, WebFlow, and Appfolio and have built juggernaut brands thanks to their marketing efforts.

This didn’t happen by accident. It was the result of using powerful, proven marketing strategies.

Ready to skyrocket your leads?

How is b2b saas marketing unique.

There are several aspects of B2B SaaS marketing that differentiate it from many other types of marketing.

Intangible Product

SaaS marketing involves selling a product that cannot be held or touched. It’s not immediately apparent how the product will help users, so SaaS marketers must be particularly skilled at describing their product and connecting it to real-life use cases.

Effective SaaS marketing strategies must be simple enough for the average user to understand, yet complex enough to explain the benefits of the product.

Long Sales Cycle Involving Multiple Team Members

While not always the case, many B2B SaaS products have a longer sales cycle. Multiple sign-offs and approvals are needed before the product can be purchased. On average, SaaS customers reportedly have 25 touchpoints during the customer journey.

This means that SaaS marketers must be creative and persistent, with a holistic approach to marketing that extends throughout the entire customer journey.

They need to approach prospects from different angles to ensure that customers understand the value of their product. Given that B2B purchases often involve a committee of decision makers, multiple messages may need to be utilized so that each executive and employee involved in the process understands the value of the product from their own lens (e.g., economic vs. technical buyer criteria).

Scalability

Businesses are looking for solutions that can grow with them. Scalability is a crucial factor in B2B SaaS decision-making, as organizations want products that can accommodate their evolving needs, whether that involves increasing the number of users, managing larger datasets, or expanding to new markets.

Customer Churn

Customer churn is one of the biggest challenges for those in the SaaS industry and must be addressed by marketers. As Fullview.io notes , only 1 in 26 customers will complain about a product or service. Many more will simply churn.

It’s not enough to attract and convert new customers. Keeping customers engaged and loyal is just as important.

As Totango notes in their report “ The Missing SaaS Metric: Customer Retention Cost ”:

The key to running a successful subscription or recurring revenue business is the shift in mindset from acquiring new customers to retaining, nurturing, and growing existing customers — and keeping them with you as long as possible.

Retaining customers and avoiding churn requires creating a superior experience at each point of the customer journey, from initial awareness all the way to repeat purchases. SaaS marketers should have a full-funnel perspective when creating their campaigns, and ensure that every customer interaction is rewarding and memorable.

Heavy Competition

As mentioned above, there were 17,000 SaaS companies in the United States alone in 2022. To say that there is a lot of competition for SaaS brands is an understatement. To capture the attention of potential customers requires both creativity and hard work.

SaaS marketers must be nimble and constantly evaluate what their competitors are doing. Is your pricing structure appropriate? Are you focused on developing the right features? Is your differentiation clear? Is your messaging compelling? All these questions must be answered if SaaS marketers are to have success in their campaigns.

Integration with Existing Technologies

B2B SaaS products must seamlessly integrate with a company’s existing software, systems, and infrastructure. Decision-makers evaluate how well a solution can connect with other technologies and whether it supports common integration standards. This integration capability can significantly impact the adoption of the product within the organization. SaaS marketers should address this issue head-on, or potentially face a showstopper situation later in the process.

Examples of B2B SaaS Marketing Strategies

Now let’s look at some specific examples of SaaS marketing strategies in action.

Original research is an effective way to cut through all the noise, gain media attention, and reach your audience. It’s also a means to drive backlink growth.

Freshworks, a customer experience, customer service, IT service management, and sales SaaS, does an effective job of publishing original research on a consistent basis, enabling the brand to differentiate itself from competitors. Original research also helps Freshworks to build trust with the audience and to strengthen the brand’s thought leadership.

If you’re seeking to establish yourself as a thought leader in your industry, cut through the noise, and provide exceptional value to your audience, consider doing your own original research.

Metadata.io is a platform designed to eliminate manual and repetitive work in B2B marketing, allowing marketers to focus more on strategy, creativity, and driving revenue. They have gone “all in” on producing high-quality, deep-value resources for their community. These resources include:

• Case studies
• Original research
• Slack community
• And more…

HubSpot uses a variety of SaaS marketing strategies to drive awareness, attract new customers, and retain existing ones.

Beyond a strong content marketing program, they excel in the development of free tools that double as lead generators. The Website Grader evaluates your website, for example, while Make My Persona is a step-by-step audience persona builder, and the Email Signature Template Generator guides you through the process of crafting a customized email sig.

Zapier has relied heavily on their blog to drive massive amounts of organic traffic. Their posts help users learn how to use Zapier more effectively as well as how to increase productivity in general.

According to Semrush, the Zapier blog drives a whopping 3.5 million organic search visits per month and has attracted almost 460,000 backlinks. This massive amount of traffic has propelled much of Zapier’s growth, helping them attract new SaaS customers and retain existing accounts.

What makes Zapier’s blog so good? Several things.

First, it’s incredibly practical. Many of their posts show users how to complete a specific task, step by step. For example, one of their posts explains how to use VLOOKUP in Excel.

Additionally, Zapier clearly knows its audience beyond product usage. They know that their users want to be more productive in their lives overall. With this in mind, Zapier constantly shares productivity tips, strategies, and hacks in the blog.

Dropbox is a prime example of a brand that leveraged referral marketing to propel massive growth. They offer both a freemium and a professional version, and since almost the beginning have given additional free storage space for each referral a person sends their way.

Through their referral program, Dropbox has added millions of customers and achieved growth that they likely wouldn’t have been able to otherwise.

With more than 200,000 customers, Webflow provides software as a service for visual website building and hosting. One aspect of the company’s marketing that really stands out is its community .

The community is a way for Webflow users to meet, interact, and learn from one another. With more than 85,000 community members around the world, there are events in many countries where “Global Leaders” bring members together for workshops, meetups, and other gatherings. Webflow also offers a university, certifications, and forum for its community.

Wondering where to start? Contact Stratabeat today, to see how SEO, CRO and content marketing could help your business. We’re a B2B SaaS marketing agency that can help you implement a powerful marketing strategy that works.

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Mastering B2B SaaS Marketing: 11 Best Practices for Success

SaaS Business owner:  I was really excited when I launched my project management software, but now I'm struggling to gain more customers and make it successful.

Marketing experts of webdew:  This is the common problem of every SaaS entrepreneur or business owner. Starting a B2B SaaS business is just the beginning. To achieve success, it's crucial to implement effective marketing practices.

Okay, now, you must be thinking, what marketing practices? 

No worries, we've got you covered.

We have created a list of  11 best practices  to show you how to level up your B2B SaaS marketing  game. But before we dive into that, let us explain why focusing on marketing is crucial for B2B SaaS companies.

What is the Role of Marketing in B2B SaaS companies?

Marketing plays a crucial role in the success of B2B SaaS (Software as a Service) companies. Effective marketing strategies are essential for driving growth and acquiring customers.

It also establishes a strong brand presence in an evolving and competitive marketplace. Here are some key roles that marketing plays in B2B SaaS companies:

1. Creating Brand Awareness

B2B SaaS companies often operate in crowded markets with competitors offering similar products or services.

Marketing helps these  companies differentiate themselves  by creating brand awareness. Marketing ensures the company's brand stands out through targeted messaging, consistent branding, and strategic communication channels.  

This also makes sure that it remains top-of-mind for potential customers. By building awareness, marketing lays the foundation for customer acquisition and long-term success.

2. Generating Leads

Lead generation is a critical goal for B2B SaaS companies. Marketing activities lead to attracting and engaging potential customers, driving them to  sign up for a free trial, download a whitepaper, or request a demo.   

Marketing teams use content marketing, search engine optimization (SEO), and social media marketing. It also uses  email marketing  and paid advertising to generate leads and fill the sales pipeline. 

By attracting and nurturing leads, marketing helps B2B SaaS companies achieve a steady stream of potential customers.

3. Educating the Market

B2B SaaS products often involve complex technologies and solutions. Marketing is vital in educating the market about these products and their value proposition.

Through informative and educational content such as blog posts, whitepapers, webinars, and videos, marketing teams help potential customers  understand the benefits and advantages of the SaaS solution . 

Communicating the unique features and capabilities of the product proves to be effective. The marketing builds credibility and trust among the target audience. Thus making them more likely to consider and adopt the solution.

4. Supporting Sales Efforts

Marketing collaborates with the sales team to support their efforts. By providing sales enablement materials, such as product brochures, case studies, sales presentations, and competitive analysis, marketing equips the sales team with the necessary tools to communicate the value proposition and address customer concerns.

Marketing also assists in creating  targeted campaigns and messaging that align with the sales objectives . This ensures a cohesive and consistent customer experience throughout the buyer's journey. 

This collaboration between marketing and sales optimizes conversion and improves revenue generation.

5. Building Customer Relationships

Customer retention and loyalty are crucial for the long-term success of B2B SaaS companies. Marketing plays a vital role in nurturing and strengthening customer relationships.

Through  personalized email campaigns, customer newsletters, user communities, and engagement programs , marketing ensures ongoing communication and support for existing customers.

By providing value and addressing customer needs, marketing helps to provide customer satisfaction.

It also helps to promote upselling and cross-selling opportunities and increase customer advocacy. Thus leading to higher customer lifetime value and brand loyalty.

11 B2B SaaS Marketing Practices to take your Business to Greater Heights

1. create your brand's presence on review sites.

Building a strong online presence is vital for B2B SaaS businesses. It helps establish your target audience's credibility, trust, and brand recognition.

This can be one effective element of your  marketing strategy  to enhance your online presence. These platforms provide a space for customers to share their experiences and opinions about your product or service.

Here are some popular SaaS review sites that you can consider.

Benefits of creating a brand presence on review sites

You can enjoy the power of social proof. Positive reviews from satisfied customers act as endorsements.

2. Create a FOMO Effect with Free Trials

Free trials are effective for driving B2B SaaS industry conversions.

He says ,   “ Your time-to-value should influence your trial length. If it takes five minutes for someone to experience the value of your product, you can have a short trial period.

But, if you’re like most B2B SaaS companies, that’s not the case. It might take a month for someone to see value in your product.

Yet, you create this artificial timeline for people to decide on purchasing your product in 14 days.

I would suggest monitoring how long it takes for people to experience the value of your product and giving people that much time in a free trial. Don’t try to overcomplicate it.”

  Benefits of creating a FOMO effect

3. update your saas product's prices.

Evaluating and updating the pricing of your SaaS product on a regular basis is crucial to remain competitive in the market. It's essential to stay informed about industry trends and track your competitors' pricing strategies.

Do this by explaining the reasons behind them and emphasizing the added value they will receive. This helps maintain trust and loyalty while showcasing the benefits they can expect from their continued investment in your product.

Example  

Imagine you run a  project management SaaS platform  that offers different subscription plans for businesses of varying sizes .

As part of your pricing evaluation, you check industry trends. While doing so, you noticed that your competitors have recently introduced a new pricing tier targeting small businesses. This tier offers limited features at a lower price point.

To remain competitive, you gather customer feedback and discover that many small businesses find your current pricing out of their budget.

Based on this feedback and the competitive landscape, you introduce a new pricing tier tailored for small businesses. Thus, offering a more affordable option with a subset of your platform's features.

When you tell your current customers about the changes in prices, you focus on the extra benefits they will get.

For instance, you point out that the new pricing plan has special features for small businesses, like SaaS marketing tools for managing tasks and collaborating with a team.

Being open and clear about the changes ensures your customers understand why the prices are being adjusted.

  Benefits of updating SaaS product prices

4. ensure good customer support.

Exceptional customer support plays a crucial role in setting your B2B SaaS business apart from the competition.

It involves addressing  customer inquiries, resolving issues, and providing effective solutions . By prioritizing customer support, you can enhance customer satisfaction. You can also  foster loyalty and drive positive word-of-mouth  referrals.

5. Create Targeted Content

For effective B2B SaaS marketing, creating targeted content is a fundamental strategy. This helps to attract and engage your ideal audience.

It involves understanding your target market's specific pain points, challenges, and goals and  tailoring your content to address those needs.

Benefits of creating targeted content

Let's say you're a B2B SaaS company providing remote teams project management software.

Your target audience comprises project managers and team leaders who face challenges. These challenges include managing projects with geographically dispersed team members.

To create targeted content, you conduct market research and identify common pain points among your target audience.

Through surveys and interviews, you discover that one of their major challenges is coordinating and collaborating with remote team members in different time zones. This often  leads to miscommunication and delays in project timelines .

Based on this insight, you develop a series of targeted blog posts and a downloadable guide that addresses remote team management challenges.

The blog posts cover topics like  “5 Tips for Effective Communication with Remote Teams”  and  “Tools and Strategies for Time Zone Coordination in Remote Project Management .”  The downloadable guide provides in-depth information and practical solutions for managing remote teams.

Here's an example of an educational and helpful blog post that will help you understand the exact information and importance such kind of blogs provide.In each piece of content, you provide valuable insights, practical tips, and real-life examples that resonate with your audience. You emphasize the importance of leveraging technology, setting clear communication protocols, and establishing regular check-ins.

With this, you  position your company as an expert in remote project management  and a go-to resource for your target audience.

Project managers and team leaders who resonate with your content are more likely to engage with your company, sign up for your product, or reach out for further information.

6. Do not Forget to Focus on Search Engine Optimization

As a SaaS marketer or owner, you should remember that  Search engine optimization (SEO ) is vital. This helps to  enhance visibility and attract organic traffic to your website.

For example,  if you offer project management software for remote teams, you might discover keywords like “best remote project management tools” or “efficient collaboration software for distributed teams.”

Your target audience frequently searches these keywords. Incorporating these keywords into your website's content, blog posts, and landing pages increases the likelihood of  your site appearing higher in search results .

Benefits of focusing on search engine optimization

7. only add the necessary fields in your signup form.

Streamlining your signup process is crucial for improving the user experience and increasing conversions. One effective way to achieve this is by optimizing your registration or onboarding form to include only the necessary fields.

Consider the essential information critical for your business and align it with your goals .  For example,  if you're a B2B SaaS company offering project management software, you may need basic details like name, email address, and company name.

Collecting extra information, such as the user's role or industry, can help personalize their experience with your product.

  Benefits of adding necessary fields in your signup form

8. add more customer testimonials and case studies.

Customer testimonials  and case studies are powerful social proof, establishing trust and credibility for your B2B SaaS business.

Benefits of adding customer testimonials and case studies

9. level up your social media game.

Social media platforms offer vast opportunities for B2B SaaS businesses. These lead to connect with their target audience, raise brand awareness, and generate valuable leads.

To capitalize on these platforms, it's crucial to identify where your target audience is most active and develop a strategic  social media marketing  plan.

Benefits of using social media 

10. maintain a well-balanced freemium approach.

A freemium model can be a good B2B SaaS marketing strategy to attract and onboard new customers to your B2B SaaS business.

The freemium model allows users to access a basic version of your product for free while offering extra premium features or functionality in paid plans.

  Benefits of maintaining a well-balanced freemium approach  

11. engage new customers through onboarding email campaigns.

Effective onboarding plays a crucial role in ensuring a positive user experience. It also helps drive long-term customer success for your B2B SaaS business.

Benefits of engaging new customers through onboarding email campaigns  

Ready to make your b2b saas business stand out from the crowd.

Successful B2B SaaS marketing requires implementing the 11 best practices outlined in this B2B SaaS marketing guide for 2024. Each practice is crucial in driving success, from building a strong brand presence to providing customer support.

Being a B2B marketer,  you should stay proactive, adapt to industry trends, and refine your strategies . With this, you can unlock the full potential of your B2B business.

Thus, put in the best in your marketing efforts. Start implementing these best practices today and achieve remarkable growth and success.

Apart from this, if you think of opting for video as your marketing tool, contact webdew . Being an expert in video creation and marketing, we will lead to provide you with the best results.

Frequently Asked Questions

SaaS B2B marketing refers to the marketing strategies and techniques to promote and sell Software-as-a-Service (SaaS) products or services to other businesses. In this model, SaaS companies offer their software solutions through a subscription-based model, providing businesses with access to their software over the Internet. SaaS B2B marketing showcases the software's unique features, benefits, and value to attract and convert other businesses as customers.

Marketing a B2B SaaS startup requires a comprehensive approach to effectively reach and engage your target audience. Start by clearly defining your target market and understanding their pain points and needs. Develop a compelling value proposition highlighting how your SaaS solution solves their specific challenges. Utilize digital marketing strategies such as content marketing, SEO (search engine optimization), social media marketing, and targeted advertising to generate awareness and drive traffic to your website. Build a strong online presence through thought leadership content, case studies, and customer testimonials. Additionally, establish partnerships and participate in industry events to increase visibility and credibility within the B2B SaaS ecosystem.

B2B SaaS examples include popular software solutions like Salesforce, HubSpot , Slack, and Adobe Creative Cloud. These companies offer their software as a business service, providing tools and solutions to streamline operations, improve productivity, and enhance collaboration. B2B SaaS examples span various industries, such as customer relationship management, marketing automation, team communication, project management, and design software.

The four pillars of B2B marketing are product, promotion, price, and place.

These four pillars form the foundation of a successful B2B marketing strategy.

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A Comprehensive Guide to Getting Started with B2B SaaS Marketing

Steve Eveleigh

B2B SaaS marketing is a rapidly evolving field that requires a unique approach compared to traditional marketing strategies. As technology continues to advance, businesses are increasingly relying on software as a service (SaaS) solutions to streamline their operations and improve productivity. In this comprehensive guide, we will explore different aspects of B2B SaaS marketing, from understanding the business models to decoding growth hacking techniques. Whether you’re a seasoned marketer or just starting out in the B2B SaaS industry, this guide will provide you with valuable insights to drive success.

Understanding B2B SaaS Marketing

B2B SaaS marketing encompasses the strategies and tactics used to attract, engage, and convert customers for software products targeting businesses. To effectively market a B2B SaaS product, it is important to understand the unique challenges and opportunities presented in this industry.

When it comes to B2B SaaS marketing, there is a wide range of factors to consider. From understanding the different business models that exist in this industry to recognising the power of serving enterprise clients, there are various aspects that can contribute to the success of your marketing efforts.

Exploring Different Business Models in B2B SaaS

Before diving into the world of B2B SaaS marketing, it is crucial to have a solid understanding of the different business models that exist in this industry. From subscription-based pricing models to usage-based models, each approach has its own advantages and considerations.

Subscription-based pricing models, for example, offer a recurring revenue stream and can provide a predictable cash flow for your business. On the other hand, usage-based models allow customers to pay based on their actual usage, providing flexibility and potentially attracting a wider range of customers.

By studying successful B2B SaaS companies and their chosen business models, you can gain valuable insights into what works and what doesn’t. This knowledge can help you make informed decisions when it comes to pricing, packaging, and positioning your product in the market.

The Power of Enterprise B2B Software Specialists

In the B2B SaaS industry, specialising in serving enterprise clients can be a lucrative strategy. Enterprises often have complex requirements and demand robust software solutions. By becoming an expert in serving the enterprise market, you can command higher prices and attract larger customers.

When targeting enterprise clients, it is important to understand their unique needs and pain points. This requires in-depth market research and a deep understanding of the industry verticals you are targeting. By tailoring your product and marketing efforts to meet the specific needs of enterprise clients, you can position yourself as a trusted partner and gain a competitive edge.

Additionally, enterprise clients can provide valuable references and case studies to showcase the capabilities of your product. Their endorsement can go a long way in building credibility and attracting new customers. By delivering exceptional service and continuously innovating your product, you can establish long-term relationships with enterprise clients and create a strong foundation for growth.

Unleashing the Potential of Hybrid B2B Tech Businesses

Hybrid B2B tech businesses, which combine software products and services, are gaining popularity in the B2B SaaS industry. By offering a comprehensive solution that includes both software and services, you can differentiate your product and provide additional value to customers.

For example, offering implementation services alongside your software can help customers overcome any challenges they may face during the onboarding process. This hands-on support can increase customer satisfaction and reduce churn rates. Additionally, providing ongoing training and support can help customers maximize the value they get from your product, leading to higher retention rates.

This hybrid approach can also lead to higher customer satisfaction and retention rates. By combining the benefits of software and services, you can create a seamless experience for your customers and address their needs comprehensively. This can result in stronger customer loyalty and advocacy, ultimately driving growth for your business.

In conclusion, B2B SaaS marketing is a multifaceted discipline that requires a deep understanding of the industry, the target audience, and the unique challenges and opportunities that come with it. By exploring different business models, specialising in serving enterprise clients, and unleashing the potential of hybrid B2B tech businesses, you can position your product for success in the competitive B2B SaaS market.

Effective Lead Generation Strategies for B2B SaaS

Generating high-quality leads is crucial for the success of any B2B SaaS business. In this section, we will explore various lead generation strategies that can help you attract and convert potential customers for your software product.

One effective strategy for lead generation in the B2B SaaS industry is leveraging YouTube and podcasts. These video and audio content platforms offer unique opportunities for marketing your software product. By creating engaging and informative content on these platforms, you can establish your brand as a thought leader in the industry and attract a wide range of potential customers.

YouTube, with its vast user base and global reach, provides an excellent platform for showcasing your software product’s features and benefits. You can create tutorial videos, product demos, and customer success stories to demonstrate the value your product brings to businesses. Additionally, YouTube allows you to optimise your videos with relevant keywords and tags, making it easier for potential customers to discover your content.

Podcasts, on the other hand, offer a more intimate and conversational approach to reaching your target audience. By hosting a podcast related to your industry or software niche, you can engage with industry experts, share insights, and discuss emerging trends. This not only helps in building credibility for your brand but also attracts potential customers who are interested in the topics you cover.

However, it is important to understand the preferences of your target audience and align your content strategy accordingly. Conducting market research and analysing the demographics and interests of your potential customers can provide valuable insights into the type of content they are most likely to engage with on these platforms.

The Role of Inbound Marketing in B2B SaaS Lead Generation

Inbound marketing plays a significant role in B2B SaaS lead generation. This approach focuses on attracting customers through valuable content and personalised experiences. By creating informative blog posts, ebooks, and whitepapers, you can generate qualified leads who are actively seeking solutions to their business challenges.

One of the key aspects of inbound marketing is creating content that addresses the pain points and challenges faced by your target audience. By understanding their needs and providing valuable insights and solutions, you can position your brand as a trusted advisor and attract potential customers who are actively searching for a software solution like yours.

Implementing strategies such as search engine optimization (SEO) and social media marketing can further amplify the reach of your content and attract a larger pool of prospective customers. By optimizing your website and content for relevant keywords, you can improve your search engine rankings and increase organic traffic to your site. Similarly, leveraging social media platforms to promote your content and engage with your audience can help in building brand awareness and driving traffic to your website.

Furthermore, inbound marketing allows you to nurture leads through personalised experiences. By implementing marketing automation tools, you can create targeted email campaigns, lead scoring systems, and personalised landing pages to deliver tailored content to your leads at different stages of the buyer’s journey. This helps in building relationships with potential customers and increasing the chances of converting them into paying customers.

In conclusion, leveraging YouTube and podcasts, as well as implementing inbound marketing strategies, can significantly enhance your lead generation efforts in the B2B SaaS industry. By creating valuable content, optimizing it for search engines, and providing personalised experiences, you can attract and convert potential customers for your software product.

Winning Tactics for B2B SaaS Start-up Marketing

Start-ups in the B2B SaaS industry face unique challenges when it comes to marketing their products. Limited budgets and resources require creative and cost-effective strategies to gain traction in the market. In this section, we will explore winning tactics that can help B2B SaaS start-ups achieve marketing success.

One winning tactic for B2B SaaS start-ups is to leverage content marketing. By creating high-quality and informative content, start-ups can establish themselves as thought leaders in their industry. This can be done through blog posts, whitepapers, case studies, and e-books. By providing valuable insights and solutions to common pain points, start-ups can attract and engage their target audience.

Another effective tactic is to build strong relationships with industry influencers. These influencers have a significant following and can help promote a start-up’s products or services to a wider audience. By collaborating with influencers through guest blog posts, interviews, or social media partnerships, start-ups can tap into their existing network and gain credibility in the market.

Furthermore, B2B SaaS start-ups can benefit from implementing a targeted email marketing strategy. By segmenting their email list based on customer preferences and behaviours, start-ups can deliver personalised and relevant content to their subscribers. This can help nurture leads, increase engagement, and ultimately drive conversions.

Additionally, social media can play a crucial role in the marketing efforts of B2B SaaS start-ups. By leveraging platforms such as LinkedIn, Twitter, and Facebook, start-ups can connect with their target audience, share valuable content, and build brand awareness. Social media also provides an opportunity for start-ups to engage in conversations with their customers, gather feedback, and address any concerns or questions.

Moreover, B2B SaaS start-ups can consider hosting webinars or virtual events to showcase their expertise and connect with potential customers. These online events allow start-ups to demonstrate their product’s features and benefits, provide live demonstrations, and answer questions in real-time. Webinars and virtual events can be a powerful tool for lead generation and establishing credibility in the industry.

Lastly, B2B SaaS start-ups should not underestimate the power of customer testimonials and case studies. By showcasing success stories and positive experiences from satisfied customers, start-ups can build trust and credibility with their target audience. Testimonials and case studies provide social proof and demonstrate the value and effectiveness of a start-up’s product or service.

In conclusion, B2B SaaS start-ups can achieve marketing success by implementing a combination of winning tactics. By leveraging content marketing, building relationships with influencers, implementing targeted email marketing, utilising social media, hosting webinars or virtual events, and showcasing customer testimonials, start-ups can effectively promote their products and services, gain traction in the market, and ultimately drive business growth.

Decoding Growth Marketing in the B2B SaaS Industry

Growth marketing is a data-driven and iterative approach to marketing that focuses on rapid experimentation and growth. In the B2B SaaS industry, growth marketing can be a powerful tool to acquire customers, increase revenue, and achieve sustainable long-term growth.

When it comes to the B2B SaaS industry, growth marketing plays a crucial role in driving success. With the ever-increasing competition and evolving customer demands, companies need to adopt innovative strategies to stay ahead of the game. Growth marketing provides a solution by combining data analysis, customer insights, and creative marketing tactics to drive growth and achieve business objectives.

One of the key aspects of growth marketing in the B2B SaaS industry is its data-driven nature. By leveraging data analytics and metrics, companies can gain valuable insights into customer behavior, preferences, and trends. This information can then be used to optimise marketing campaigns, personalize customer experiences, and make data-backed decisions. With the right data in hand, companies can identify growth opportunities, target the right audience, and allocate resources effectively.

Another important element of growth marketing in the B2B SaaS industry is its focus on rapid experimentation. Unlike traditional marketing approaches that rely on long-term planning and execution, growth marketing thrives on agility and adaptability. Companies constantly test and iterate their marketing strategies, campaigns, and messaging to find what works best for their target audience. This iterative approach allows for quick adjustments and optimisations, ensuring that marketing efforts are always aligned with customer needs and market trends.

Furthermore, growth marketing in the B2B SaaS industry emphasises sustainable long-term growth. While short-term wins are important, growth marketers understand the value of building lasting customer relationships and driving customer loyalty. By delivering exceptional customer experiences, providing valuable content, and continuously adding value to their products or services, companies can foster customer loyalty and drive customer advocacy. This not only leads to increased customer retention but also attracts new customers through positive word-of-mouth and referrals.

In conclusion, growth marketing in the B2B SaaS industry is a powerful approach that combines data-driven insights, rapid experimentation, and a focus on sustainable long-term growth. By leveraging these strategies, companies can acquire customers, increase revenue, and stay ahead of the competition in the ever-evolving B2B SaaS landscape.

Demystifying Growth Hacking in B2B SaaS

Growth hacking refers to unconventional and innovative marketing strategies to achieve rapid growth on a limited budget. It is a term that has gained popularity in recent years, especially in the startup world. While growth hacking is often associated with start-ups, it can also be applied to B2B SaaS companies looking to scale their business.

When it comes to B2B SaaS, growth hacking can be a game-changer. With the right strategies and tactics, you can drive exponential growth for your product, even with limited resources. One of the key aspects of growth hacking in B2B SaaS is focusing on customer acquisition and retention.

Viral marketing is one of the most effective growth hacking tactics for B2B SaaS companies. By creating content that is highly shareable and encourages users to spread the word, you can reach a wider audience and attract more potential customers. This can be achieved through various channels such as social media, email marketing, and content marketing.

Referral programs are another powerful growth hacking technique for B2B SaaS companies. By incentivising your existing customers to refer your product to others, you can tap into their networks and acquire new customers at a lower cost. This not only helps in expanding your customer base but also builds trust and credibility for your brand.

Conversion rate optimisation (CRO) is a crucial aspect of growth hacking in B2B SaaS. By analysing user behaviour, conducting A/B testing, and optimising your website or landing pages, you can increase the percentage of visitors who take the desired action, such as signing up for a free trial or making a purchase. This can have a significant impact on your revenue and overall growth.

Another growth hacking strategy for B2B SaaS companies is to leverage partnerships and collaborations. By teaming up with complementary businesses or influencers in your industry, you can tap into their existing customer base and gain exposure to a wider audience. This can help in driving more traffic to your website and generating leads.

Furthermore, personalisation is key in growth hacking for B2B SaaS. By tailoring your marketing messages and product offerings to specific target segments, you can increase engagement and conversion rates. This can be achieved through various means such as personalized emails, customized landing pages, and targeted advertising campaigns.

It is important to note that growth hacking is not a one-size-fits-all approach. What works for one B2B SaaS company may not necessarily work for another. It requires experimentation, data analysis, and continuous optimization to find the right growth hacking strategies that work for your specific business and target audience.

In conclusion, growth hacking can be a powerful tool for B2B SaaS companies looking to scale their business. By employing tactics such as viral marketing, referral programs, conversion rate optimization, partnerships, and personalization, you can drive rapid growth and achieve your business goals. So, embrace the power of growth hacking and unlock the full potential of your B2B SaaS product.

The Role of a Growth Hacker in B2B SaaS Companies

A growth hacker is responsible for driving rapid and sustainable growth for a B2B SaaS company. This role requires a deep understanding of marketing, analytics, and product development. A skilled growth hacker can identify untapped opportunities, optimise conversion funnels, and implement data-driven experiments to unlock the full growth potential of a B2B SaaS product.

Unveiling the Marketing Strategy of Slack

Slack, a leading B2B SaaS company, has achieved remarkable success in a highly competitive market. By analyzing their marketing strategy, we can gain valuable insights into the key tactics and approaches that have contributed to their growth. From their customer-centric approach to their innovative pricing model, there are many lessons that can be applied to other B2B SaaS marketing efforts.

Building a Software Product for Sustainable Growth

The success of a B2B SaaS product depends on more than just marketing strategies. In this section, we will explore the key factors to consider when building a software product for sustainable growth.

Creating Lasting Brand Residue in B2B SaaS Products

A strong brand is crucial for long-term success in the B2B SaaS industry. By developing a unique brand personality and positioning your product effectively, you can differentiate yourself from competitors and build customer loyalty. Investing in brand-building activities such as content marketing and influencer partnerships can also contribute to sustainable growth.

Harnessing the Power of Facebook Ads for Ad Recall Lift

Facebook Ads can be a powerful tool to increase brand awareness and drive conversions for B2B SaaS products. By targeting specific audience segments and optimizing your ad campaigns, you can achieve higher ad recall lift and maximise the return on your advertising investment. It is important to constantly monitor and refine your Facebook Ads strategy to ensure optimal results.

Analysing the Marketing Tactics of Dropbox

Dropbox, a popular cloud storage and collaboration platform, has successfully grown its user base through a variety of marketing tactics. By analysing their strategies, we can gain valuable insights into how they have leveraged content marketing, referral programs, and partnerships to attract and retain customers. These tactics can serve as inspiration for other B2B SaaS companies looking to achieve similar success.

Going Viral: The Power of Digital Marketing in B2B SaaS

Digital marketing offers countless opportunities for B2B SaaS companies to go viral and achieve widespread exposure. From well-crafted social media campaigns to engaging video content, there are many ways to generate buzz and attract attention. By understanding the key principles of viral marketing and leveraging the right channels, you can amplify the reach of your B2B SaaS product and drive exponential growth.

Recap and Key Takeaways

Throughout this comprehensive guide, we have explored various aspects of B2B SaaS marketing, from understanding business models to implementing growth hacking strategies. It is important to continually adapt and evolve your marketing efforts in response to changing market dynamics and customer preferences. By leveraging the right tactics and staying ahead of the competition, you can position your B2B SaaS product for long-term success in the dynamic and ever-growing SaaS industry.

revvgrowth.com

Demand Generation / B2b saas marketing

A Practical Guide to B2B SaaS marketing: 10 Proven Strategies

• Karthik Subramanian
• November 11, 2023
• 6 mins Read

Table of Contents

Exploring B2B SaaS marketing involves having a clear plan and using effective methods. This guide breaks down the details of business-to-business software as a service marketing, giving you top strategies for this ever-evolving vertical.

We cover everything from finding specific customers to keeping them interested, providing practical insights for successful B2B SaaS marketing. 

Whether you’re experienced or just starting, join us as we simplify the essentials that will boost your marketing efforts in the competitive world of B2B SaaS.

What are the 4 pillars of b2b marketing?

The four pillars of B2B SaaS marketing are:

1. Identify your audience

The first pillar is all about figuring out who you’re trying to reach. Understand your ideal customer profile by analyzing demographics and characteristics. Conduct market research and create buyer personas for effective targeting.

2. Craft compelling messages

Once you know your audience, focus on creating messages that stand out. Develop a strong unique selling proposition (USP) to highlight what makes your brand unique. Align your messaging with customer needs and pain points for a more effective connection.

3. Use multiple channels

To reach potential clients, leverage various channels like websites, emails, and social media. Digital channels are great for audience engagement, and content marketing helps achieve goals through smart planning and analytics. Implement account-based marketing (ABM) for a tailored approach.

4. Measure and optimize

The final pillar is all about tracking and improving your efforts. Set key performance indicators (KPIs) to measure effectiveness. Utilize analytics and tracking tools to make informed decisions. Implement continuous improvement through A/B testing and data analysis to stay effective and relevant.

What is a b2b saas marketing funnel?

The funnel is a pathway where businesses attract, engage, and convert leads into customers. It’s a strategic process with key steps that every business should know.

1. Awareness stage

At the top of the funnel, businesses aim to create awareness. This is the starting point, where potential customers discover a product or service. Strategies include social media, blogs, and online ads.

2. Consideration stage

Once aware, leads move to the consideration stage. Now, they’re evaluating options. Content like case studies and webinars help them understand the product or service better.

3. Decision stage

In the decision stage, leads are ready to choose. Businesses provide demos, trials, and comparisons to convince them to decide in their favor.

4. Conversion

This is the crucial moment. A lead becomes a customer. Seamless onboarding, excellent customer support, and clear communication play a key role.

5. Retention stage

Happy customers are the best advocates. Businesses focus on keeping clients satisfied through regular communication, updates, and addressing concerns promptly.

6. Advocacy stage

Satisfied customers become advocates. They recommend the product or service to others, creating a positive feedback loop that attracts new leads.

Understanding and optimizing each stage of the B2B SaaS Marketing Funnel is essential for business success. It’s like a roadmap, guiding companies to effectively connect with potential customers and turn them into long-term clients.

10 Proven b2b saas marketing strategies for 2024

Here are 10 proven strategies for 2024 that can boost your saas business:

• Paid search ads
• Invest in SEO
• Account- based marketing
• Invest in referral marketing
• Invest in event marketing
• Content marketing with video
• Social media engagement
• Email marketing automation
• Customer loyalty programs
• Mobile optimization

1. Paid search ads

For quick visibility, invest in paid search ads. These are the sponsored results you see when you Google something. They appear above the regular search results, making them the first things people notice. 

By bidding on relevant keywords, your business can show up when potential customers are actively searching for solutions you offer.

2. Invest in SEO

Don’t overlook the power of organic search. Improve your website’s SEO (Search Engine Optimization) to climb the regular search results ladder.

This involves optimizing your website content, using the right keywords, and building quality backlinks. Appearing high on the list when someone searches for your product or service can drive organic traffic to your site.

3. Account-based marketing

Focus on quality over quantity with Account-Based Marketing (ABM). Instead of casting a wide net, target specific high-value accounts. Understand their needs and tailor your marketing efforts to address them directly. 

This personalized approach can strengthen relationships and increase the chances of converting those big clients.

4. Invest in referral marketing

Leverage your existing satisfied customers to bring in new business. Encourage referrals by offering incentives, discounts, or exclusive access to features. 

People trust recommendations from their peers, so turning your happy customers into advocates can lead to a steady stream of new clients without breaking the bank.

5. Invest in event marketing

Face-to-face interactions are still powerful. Attend industry events, trade shows, or host your own webinars and workshops. 

These events provide opportunities to showcase your expertise, network with potential clients, and build credibility. 

6. Content marketing with video

Engage your audience through visual content. Create compelling videos that showcase your products or services, share industry insights, and provide valuable information. 

With the rise of platforms like TikTok, Instagram Reels, and YouTube, video content can significantly enhance your brand visibility and connect with a broader audience.

7. Social media engagement

Leverage the power of social media beyond just posting content. Actively engage with your audience by responding to comments, asking questions, and participating in relevant discussions. 

Building a strong social media presence not only boosts brand awareness but also fosters a sense of community around your business.

8. Email marketing automation

Implement email marketing automation to streamline your communication and nurture leads. Set up automated campaigns that deliver targeted messages based on user behavior and preferences. 

This personalized approach can enhance customer relationships, drive conversions, and save valuable time for your marketing team.

9. Customer loyalty programs

Retaining existing customers is often more cost-effective than acquiring new ones. Implement a customer loyalty program that rewards repeat business. 

Offer exclusive discounts, early access to new products, or loyalty points that can be redeemed for future purchases. This strategy not only encourages customer retention but also turns satisfied clients into brand ambassadors.

10. Mobile optimization

Ensure your website and marketing materials are optimized for mobile devices. With the increasing use of smartphones and tablets, a mobile-friendly experience is crucial for reaching and retaining customers. 

Google also prioritizes mobile-friendly websites in search results, making it essential for your overall online visibility and SEO efforts.

Doing well in B2B SaaS marketing means combining innovation and focusing on customers. 

By figuring out your target audience, creating engaging messages, using multiple communication channels, and always improving, businesses can build strong connections in the constantly changing market. 

The key is to adjust to changes, measure results, and provide value that goes beyond what customers expect.

1. How is B2B SaaS marketing different from B2C?

B2B focuses on businesses, while B2C targets individual consumers. B2B SaaS Marketing tailors software solutions to meet business needs.

2. Why is B2B SaaS marketing important?

It helps businesses streamline operations, improve efficiency, and stay competitive by using specialized software tailored to their industry.

3. How to identify the right audience for B2B SaaS marketing?

Understand your ideal customer by looking at businesses that can benefit the most from your software. Consider industry, size, and specific needs.

4. How to build trust in B2B SaaS marketing?

Showcase client success stories, offer free trials, and provide transparent information about your software’s capabilities and limitations.

5. Why is content marketing essential in B2B SaaS marketing?

Content educates potential customers, establishes your expertise, and builds trust. It helps businesses understand how your software can benefit them.

Ready to Spark Your Marketing Genius?

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10 B2B Case Study Examples to Inspire Your Next Customer Success Story

• October 24, 2023

Case studies, also known as customer stories, are valuable content assets for attracting new customers and showing your expertise in a competitive market.

The more case studies you have, the simpler it gets for your customers to make decisions.

Case studies provide a firsthand experience of what it’s like to use your product or service, and it can give an “Aha!” moment to potential customers.

While product demos and white papers are great for generating leads, their use is limited to highlighting product features. 

On the other hand, case studies showcase the transformation a business has undergone while using your product.

A case study offers potential customers a glimpse of the positive changes they can expect, which is more compelling than simply showcasing your product or service’s excellence.

• Customer mission should be given at the beginning
• Follow up about specifics and metrics
• Use quotes from their side to highlight
• Work out the biggest benefits of your offering and make reference to them
• Make sure your success story follows a brief and logical story structure

In this article, we’ll review 10 examples of outstanding case studies that have collectively helped secure millions in new client business. Let’s get started.

What Is A Case Study?

In simple terms, a case study highlights how a product or service has helped a business solve a problem, achieve a goal, or make its operations easier. 

In many ways, it’s a glorified and stretched-out client testimonial that introduces you to the problem that the customer is facing and the solution that the product has helped deliver. 

Case studies are invaluable assets for B2B SaaS, where sales cycles tend to get lengthy and costly. They’re a one-time investment that showcases your product’s features and benefits in rooms your sales team can’t be in. 

What Makes A Good Case Study? 

There is no one-size-fits approach to a good case study. 

Some case studies work better as long, prose-forward, and story-driven blog posts. Whereas some are better as quick and fast-fact content that doesn’t add to the chatter but gets straight to the point. 

Here are some of the tenets of good case studies:

• Product-Led : Focuses on showcasing the product as the solution to a specific problem or challenge.
• Timely : Addresses the current issues or trends relevant to the business’s ideal customer profile (ICP) . 
• Well-structured: Follows a clear, organized format with easily digestible writing style and synthesis. 
• Story-driven: Tells a compelling and relatable story that puts the reader in the customer’s shoes. 

Case studies must tell the customer’s story regardless of style or content density.

Other than that, visuals in case studies are powerful in increasing conversion rates, by providing real evidence and taking attention.

Companies can also use their website, social media, and newsletters to promote case studies and increase visibility.

Below, we have ten diverse case study examples that embody these principles. 

B2B Case Study Template from Our Team

We will share great and proven B2B case study examples that you can get inspired by in the following section, but before that, let’s take a look at an easy and effective template from our team.

10 Best B2B Case Study Examples To Take Inspiration From

Plaid is a fintech company specializing in equipping users with a secure platform to connect their bank details to online applications. Addressing the pressing concern of financial security, Plaid leverages compelling case studies to showcase the remarkable transformations their clients experience.

Take Plaid’s case study of Betterment, for example. 

The study begins by stating the goal that the customer is trying to achieve, which is to “onboard new users and drive engagement.” Right next to the goal is company details, and followed below is a singular problem and its solution.

The case study continues by keeping the business’ desired result front and center and offers a generous outlook on the SaaS business.

The core process of how Plaid helps Betterment is cleanly laid out, which is a brief version of a ten-page white paper. 

What follows are several benefits that Plaid offered to Betterment. 

Plaid’s subtle yet effective product integration and clear, well-organized process make it simple for customers facing similar challenges to envision the solution.

2. SalesHandy

SalesHandy is an email automation software that personalizes high-volume cold emails. The company heroes client success stories for its case studies and opens the heading with their wins. 

Check out this B2B case study example from Sedin’s case study published by SalesHandy.

Readers need context, and case studies should always begin by outlining the exact problems their product or platform aims to solve. 

Here, SalesHandy expertly introduces us to Sedin’s use case and the challenges that the business is facing.

After a lengthy context, the case study highlights Sedin’s core challenge in the words of its personnel. 

This personable approach ropes readers in and lets them empathize with Sedin’s challenges. 

With a single scroll in, SalesHandy lays out the solutions to Sedin’s core challenges and integrates its product. 

This highly detailed case study covers all corners and includes the exceptional results achieved in record time. SalesHandy closes the study with a word from the character already introduced to the readers. 

SalesHandy doesn’t shy away from giving a detailed account of its process, which is crucial for highly technical products and enterprise packages that involve multiple decision-makers. 

B2B Case studies, first and foremost, should be written in a language that your ICP understands. 

Playvox is a customer service platform that helps businesses streamline business operations. 

This industry-specific case study of Sweaty Betty by Playvox addresses unique challenges within a niche industry, such as account assessment times for retail and online shops. 

The case study starts with the results it achieved for Sweaty Betty. 

The case study follows a straightforward, albeit impactful, challenges-solution-results format as we scroll down. 

But instead of listing out solutions in bullet points, Playvox uses customer voice to present the transformation that Sweaty Betty went through. 

With this formatting, Playvox doesn’t have to tout the platform’s usefulness. Sweaty Betty is doing it for them. 

4. Base Search Marketing

We promised diverse case studies, and here is a stellar B2B case study example of a single deck case study of Shine Cosmetics by Base Search Marketing.  

Base Search Marketing is a boutique link-building and SEO agency that works with startups and mid-level businesses. 

This case study, which can be reviewed as a brochure, gives you an overview of the customer and lays out the challenges that the business is facing. 

You’ll notice how the study uses the CEO’s quote to mention a pretty universal problem that most startups face: “limited resources.”

By highlighting the results in the left tab and laying out the process on the right side, this case study does a masterful job of covering all corners and telling a desirable customer success story.

Another approachable form of case study is slide decks, which you can present in boardrooms and meetings and act as a sales pitch. 

Loganix nails it with its case study deck for rankings.io. 

If you have a complicated product or service requiring an in-depth explanation, then using this format would be a great option. 

The solution, stated in simple bullet points, drives the message home.

Fewer words. Cleaner decks.

Using this methodology lets the audience walk through the case study with visuals, bullet points, and concise text. 

6. CoSchedule

CoSchedule is a SaaS leader in the social media space, and this Outcome-led Case Study proves just why it is so good at capturing the markets.

The study kicks off with a result-forward headline, piquing the interest of readers who are interested in getting similar outcomes. 

There’s much to appreciate in this succinctly written case study, but the headlines get our attention and hold it.

With every scroll, results are presented to you in the form of graphs, quotes, and visuals. 

The study ends with a quote from the customer, which repeats the outcome stated in the headline. 

Leading remote teams is a challenge that numerous teams will face moving forward. CoSchedule makes operations easy for these teams, and it doesn’t shy away from stating just how through its case study. 

7. Wizehire

Case studies have evolved from lengthy blocks of text confined to PDFs to a new digital era emphasizing impact over verbosity.

Wizehire’s succinct case study is a prime example of this shift. It uses fewer words to create a powerful impression.

From the very first page, the case study introduces us to Kris, the customer and central figure of the story. Without the need for extensive scrolling, we quickly grasp vital details about Kris: his role, employee turnover, location, and industry. 

In the second slide, we are immediately taken to the solution that Kris got by working with Wizehire. 

The case study ends with a passionate testimonial from Kris, who deeply believes in Wizehire. 

The case study has less than 300 words, enough for local entrepreneurs like Kris Morales, who want to hire talent but don’t have the resources for proper vetting and training. Until, of course, Wizehire comes along. 

8. FreshBooks

When a reader can see themselves in a case study, it takes them one step closer to wanting to try the product.

This case study by Freshbooks uses a beautiful personal story of an emerging entrepreneur. 

Using a deeply personal story, the study appeals to people who are just starting and aren’t accountants but suddenly have to deal with employee invoices and a dozen other bills. 

The text progresses in an interview-style study, with the customer taking the mic and illustrating the challenges that startups and small businesses face. 

This style works because readers crave insights directly from customers. Getting authentic testimonials is becoming increasingly challenging. Well-crafted case studies can be valuable substitutes, provided they seem realistic and from the heart. 

Featuring quotes or testimonials from satisfied customers throughout the case study adds to its credibility and authenticity. Just like this testimonial Case Study by Slack .

Slack is a giant in the realm of digital communication, with more than 20 million active users worldwide. However, it is tough to break into the market of group communications. After all, Slack competes with both WhatsApp and Microsoft Team regarding market share. 

To level the playing field, Slack features case studies from top entrepreneurs and market players who have been served well by it. 

Its case studies are laden with personal stories about how the platform boosts productivity. 

At the same time, the software also plugs in the “try for free” banner to make sure that customers are aware of the inexpensive nature of the software.

It’s not easy to get such detailed testimonies from the C-suite, but when you’re Slack, businesses tend to make an exception. 

Some case studies are based on highly niche subjects, where nothing is at the top of the funnel. Kosli nails it with this highly technical case study of Firi.

Technical case studies are designed for niche audiences who are already aware of the problems that the software can solve. Case studies like these are clean and smart and come with solutions that have a counterpart solution. 

There is absolutely no fluff and nothing that can be a reason for C-suite executives to bounce from. 

It’s full of information-packed pages designed to hook the reader in and present the tool as a formidable solution to their problem. 

You’ll notice how they weave Kosli through the entire case study, and the first-person report comes from the customer. 

B2B Case Study Examples In Short

In the B2B SaaS industry, converting new leads and securing new business has become increasingly challenging. In this landscape, impactful content assets such as case studies and customer stories are sometimes the only things moving the needle. 

Crafting a compelling customer story empowers brands to enable potential customers to engage directly .

🚀 Customer stories evoke empathy from buyers

🤝 Customer stories help build up your relationships with vocal brand advocates

⬇️ Customer stories lower your prospects’ information cost

Once you’ve determined the most effective way to convey information that resonates with your leads, you can collaborate with your content and design teams to create impactful case studies to generate new business and prove your expertise and experience in the market. 

Zeynep Avan

Churn Analytics: 5 Tools for Churn Insights

Churn analytics is the process of collecting and analyzing data to understand why customers leave a service or stop buying products.

Churn Survey Templates (Churn Signals, Examples and Tips)

Churn survey is a series of questions sent to customers when cancelling or downgrading their subscription. Learn how to create one.

What is Good Churn Rate for SaaS: Formulas, Examples and Tips

A good churn rate for SaaS can vary a lot, but the average churn rate should be between 4% and 8% for SaaS companies aiming growth.

Predictive Lead Scoring Software for B2B SaaS

• Predictive Lead Scoring
• Customer Health Scoring
• Churn Prediction
• Automated Playbooks
• Documentation
• Status Page
• PLG Playbook

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16 B2B Marketing Case Studies

Insights from industry professionals, founders, CEOs, and marketing managers

Explore 16 real-life B2B Marketing case studies from actual businesses. We gathered insights from founders, CEOs, and marketing managers. Discover practical strategies beyond traditional advertising and paid media. Rather than reinventing the wheel, learn from the experiences of industry professionals.

See how these experts leveraged user reviews in Online Reputation Management (ORM) and adopted account-based marketing approaches. These practical B2B Marketing case studies provide valuable guidance.

Explore their practical insights and strategies and avoid costly trial-and-error approaches. Or find inspiration for your own B2B marketing campaigns.

Prepare to elevate your game with actionable B2B case studies from the field.

3 Article Highlights

• 15 highly relevant B2B marketing case studies
• B2B case studies from founders, CEOs, and marketing managers
• B2B marketing use cases from real-life companies

Table of Contents

B2B Marketing Case Study Overview

B2b content marketing use cases, strategic branding and positioning use cases, b2b marketing strategy use cases, digital and online b2b marketing use cases, offline b2b marketing use cases.

Subscribe and Learn B2B Marketing.

Learn from 16 Real-Life Use Cases

Creative Social Media Campaign Boosts Sales

Content marketing and seo strategy, embrace content marketing, leverage user reviews in orm, become a data source for industry, host thought leadership webinars, utilize brand ambassadors, forge strategic partnerships, utilize review sites, account-based marketing approach, integrate online and offline marketing, linkedin business page, collaborate with industry influencers, leverage linkedin for organic growth, harness social media power, trade shows and channel partnerships, gira use case, samson ag use case, implementing marketing automation what a ride.

Creative and Oustanding Content Marketing

Chapter Overview

Social-media campaigns should sometimes be more creative than purely emotional. For instance, the campaign launched, highlighting the 2D floor plan, 3D video walkthrough render, and 3D floor plan in a Barbie theme promoted the new 3D products launch much better than any generic posts.

The timing was crucial, as the interest and popularity of Barbie and pink peaked in July and August at the highest rates, resulting in significantly more orders. Having a team to execute bolder ideas can help stand out online from the competition. Be bold and audacious, even if it means using branded memes. Branding is everything, and being shy is not the way to conquer the US.

Link to the campaign:

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Anastasia Corjan , Senior Marketing Manager, CubiCasa

An impactful B2B marketing case study that steps beyond traditional advertising is the use of content marketing infused with SEO and thought leadership. This approach is crucial for growing brand awareness and generating leads for a company like ours, which specializes in fulfillment and logistics services.

Rush Order capitalizes on creating meaningful, SEO-driven content, including in-depth blog articles, white papers, toolkits, case studies, and guides, providing actionable insights into order fulfillment’s intricacies for potential clients.

This strategy drives organic traffic to our site and cultivates higher levels of engagement, ultimately building a community and a sense of trust around our brand. It’s a testament to the power and longevity of content marketing and thought leadership in B2B marketing. It demonstrates that significant growth and a strong brand reputation can be achieved without primary reliance on paid advertising.

Dana Madlem , Vice President, Services, Rush Order

Content marketing is a prime B2B case study of an effective digital B2B marketing approach that doesn’t rely on advertising or paid media. By creating valuable and informative content, businesses can attract and engage potential customers while also establishing themselves as thought leaders in their industry.

This can include creating blog posts, e-books, webinars, and other types of content that provide useful insights and solutions to common industry problems. By making this content easily accessible and shareable, businesses can increase their brand awareness and establish trust with potential customers.

Additionally, optimizing this content for search engines allows businesses to attract more inbound traffic and generate more leads.

Georgi Todorov , Founder, ThriveMyWay

One of the best use cases for digital B2B marketing is Online Reputation Management (ORM), specifically through the utilization of user reviews. ORM involves monitoring, influencing, and improving how a business is perceived online. User reviews play an integral role in this strategy.

In a B2B context, businesses often check reviews and testimonials of other companies before choosing to collaborate or purchase. Therefore, encouraging satisfied customers to share their positive experiences online can significantly enhance a company’s reputation. This can be done through emails after service delivery, prompting for reviews on the company’s website, or on relevant B2B review platforms like G2 or Trustpilot.

Joe Kevens , Founder and Director of Demand Gen, B2B SaaS Reviews

Use B2B Marketing for Thought Leadership, Branding and Strategic Positioning

For me, becoming a source of data points and information for industry publishers and journalists to utilize is often an incredibly overlooked strategy, especially in B2B markets.

You can get organic traffic and backlinks via publication references when creating stats and data points relevant to a given industry. This approach to content can provide passive link-building assets for your site over time.

Ashley Woodyatt , Marketing Manager, Woodyatt Curtains

One of our best digital B2B marketing case study is hosting thought leadership webinars. By organizing webinars featuring industry experts and thought leaders, we provide valuable insights and share expertise with our target B2B audience. These webinars position our company as a trusted authority in the B2B space, allowing us to build credibility and establish relationships with potential clients.

The webinars offer an interactive platform where participants can engage with the experts, ask questions, and gain valuable knowledge specific to their industry. The webinar format allows us to showcase our industry expertise, share relevant content, and address the pain points and challenges our target audience faces. It’s an effective way to generate leads, nurture relationships, and establish our brand as a go-to resource in the B2B sector.

Roy Lau , Co-founder, 28 Mortgage

Brand ambassadors are a major trend in helping small businesses increase brand awareness. This is an opportunity for influencers or loyal customers to rave about their favorite products online. As word-of-mouth marketing is one of the most successful strategies, it can help a small business improve its digital presence and connect with consumers worldwide.

Maegan Griffin , Founder, CEO, and Nurse Practitioner, Skin Pharm

Think and Act Strategically

One effective way to implement digital B2B marketing apart from ads is through content marketing and strategic partnerships. I have personally utilized this approach within my organization by creating valuable content that addresses the needs of my target audience. This includes social media posts, podcasts , videos, and blog articles that provide useful information and address SEO concerns.

To further improve our content’s caliber, I collaborated with B2B industry leaders such as CEOs and subject matter experts. This resulted in a successful video series highlighting our top B2B SEO strategies, featuring practical advice, real-life examples, and even heated debates. As a result, we generated a wealth of information that created a buzz throughout the entire B2B community.

Best of all, this strategy did not require any advertising expenses. Instead, it was all about producing high-quality content and establishing meaningful partnerships.

Maria Harutyunyan , Co-founder, Loopex Digital

Review sites like G2, Capterra, and Sourceforge have played critical roles in our marketing strategy. Our business is B2B software, and these sites are where knowledgeable buyers congregate. The specific review site will differ per industry, but the principle stays the same. Buyers want to see credible feedback from other buyers.

Trevor Ewen , COO, QBench

One of our top digital B2B marketing use cases is account-based marketing (ABM). By tailoring our marketing efforts to specific target accounts, we personalize content and messaging to address each account’s unique needs and pain points.

This approach allows us to create highly relevant and customized experiences for our B2B prospects, increasing engagement and building stronger relationships. With ABM, we focus on delivering value and solving the specific challenges of our target accounts, which leads to more meaningful interactions, higher conversion rates, and, ultimately, stronger business partnerships.

Jason Cheung , Operations Manager, Credit KO

Integrating online and offline marketing is the best digital B2B marketing case study. This is because you can make more informed marketing decisions using the same. Customers can consume information whenever they want and buy products wherever they want. Digital platforms make it easy for customers to purchase products in a few seconds.

If they want, they can go to your offline store and also buy from there. They can check the availability of products as well on the offline store. Many businesses follow this process but do not advertise for it. However, they must ensure their online and offline marketing strategies cater to customers’ wants and needs.

Many businesses don’t bother about advertising their offline stores. They follow offline marketing strategies for the same. But you can integrate both ways to sell products and increase sales exponentially.

Saikat Ghosh , Associate Director of HR and Business, Technource

Tactics and Strategies to Win Online

LinkedIn Company pages are dead. Unless you write it like a landing page.

The Penfriend.ai LinkedIn landing page example showcases how great copywriting breaks through the noise on LinkedIn.

Inge Von Aulock , CEO Top Apps, says: We launched the MVP for Penfriend.ai on December 1, 2023, with a waitlist. Here are the stats we they gathered:

• Waitlist Duration: 28 days
• Emails Sent: 13 emails, average 62% open rate, 12.7% click-through rate (CTR)
• Conversion to Users: 25.6%
• Conversion to Paid Users: 25.2%

Here’s the full story on how they did it:

Penfriend LinkedIn Page © Penfriend

One of our best and unique B2B marketing use cases involved leveraging industry influencers. We collaborated with respected experts, co-created content, hosted joint events/webinars, and gained endorsements through their social platforms. This extended our reach, built credibility, and connected with our target audience authentically without relying on traditional advertising or paid media.

Through our partnership with industry influencers, we were able to tap into their established networks, which exposed us to a wider audience of potential customers. The influencer’s endorsement acted as a powerful social proof, boosting trust and accelerating the decision-making process for prospects.

By engaging in meaningful collaborations with influencers, we increased brand awareness and fostered long-term relationships that resulted in ongoing support and mutual growth. This unique approach allowed us to stand out in the B2B market and achieve remarkable results.

Casey Preston , CRO and Founder, Stratosphere

Creating organic content on your personal LinkedIn page is a great way to grow a B2B presence and hence a top B2B marketing case study. Many businesses underestimate the reach that a successful LinkedIn post can have. With consistency, you can easily garner thousands of extra views on your posts and profile each week without spending a dime.

The more reactions and comments a post receives, the greater the chance of your post reaching other people’s feeds. That can subconsciously lead to networking opportunities if you see someone commenting that can bring value to your company.

Lastly, as your LinkedIn posts gain more traction, there are higher possibilities of finding other businesses that can assist with your weak points and possibly be the start of a symbiotic B2B relationship.

Having a company page on LinkedIn is great, but remember the fruitful strategy of developing organic content and growing your personal brand.

Matt Parkin , Founder, Mornings With Matt Consulting

Social media platforms have become essential for B2B marketers to engage with their target audience and build brand awareness. One digital B2B marketing use case is leveraging social media to create an active online presence, share valuable content, and build relationships with prospects and customers.

According to a recent study, 73% of B2B marketers use social media as a primary channel for content marketing. For instance, a technology company, Cisco, uses LinkedIn to share thought leadership articles and engage with its target audience. This strategy has helped Cisco generate leads and increase website traffic, resulting in a 4x increase in revenue.

Social media platforms also offer various features, such as groups, polls, and live streaming, which provide opportunities for B2B marketers to interact with their target audience and create personalized experiences.

Himanshu Sharma , CEO and Founder, Academy of Digital Marketing

Classic, above the line, B2B Marketing

As a startup operator, founder, and advisor, I’ve had my fair share of B2B marketing experiences. One of the best non-advertising strategies changes depending on your product or service.

For enterprise solutions, trade shows are invaluable. Especially niche ones with high ticket prices, attended by senior executives and industry thought leaders. These venues foster personal relationships, which is critical when selling high-ticket or innovative solutions.

For small to mid-ticket transactions, channel partnerships work wonders. They build trust, key for purchase decisions, while keeping customer acquisition costs manageable.

Regardless of your offering, content that showcases your expertise is always beneficial. Write valuable insights and distribute them freely across your social handles, trade shows, etc. Avoid requiring email capture to access this content; senior leaders dislike unsolicited follow-ups after downloading a free resource.

Rafael Sarim Özdemir , Founder and CEO, Zendog Labs

Stephan Wenger

B2B Marketing Expert, Editor and Marketing Management Consultant

Stephan Wenger is a seasoned B2B Marketing Expert with more than 10 years of experience in leading global companies. His extensive expertise lies in the realms of B2B online marketing, content marketing, strategic marketing, and driving synergy between sales and marketing, including effective lead management.

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Growth Strategies to Scale Your B2B SaaS (6 Proven Ways with Case Studies)

Growth Marketer, btw.so

It wouldn't be an exaggeration to say that the SaaS market is crowded with multiple products for one problem.

There's a high chance that whenever you come up with a new SaaS product idea, you soon realize that there's already a similar product in the market.

The space is hyper-competitive, and every product that performs well has an effective customer acquisition strategy. You'll need something of that sort too.

Demonstrate your product’s benefit or competitive advantage through better positioning

No one set path will assure you success in the SaaS space.

What the majority of the successful ones get right is positioning.

Positioning helps you create a distinctive image of your product in the target audience's minds. Answer "what your product can do for me?" from a customer's perspective and clearly state the pain point it solves.

It becomes essential to focus on this aspect because people develop perceptions. And positioning always crosses a customer's mind in relation to your competition.

They get hooked on your product and start using it. This results in a bigger market share and a high ARR amongst competitors.

How to get the positioning right?

Understand the pain point your product solves.

Ask how your product will help businesses and why they should purchase it. How is it different from its competitors? What are the top benefits and features of it? Which pain point does it solve?

Have clear answers for who, what, and why about your product.

Develop a deep understanding of buyer persona

A buyer persona is the sum of motivation, behaviour, patterns, and demographics. It includes a detailed description of your target audience.

Keep track of your competitors

Know how your target audience views your product compared to your competitors'. Know what you're up against.

Then provide the necessary product information through sales and marketing efforts to help prospects make an informed decision.

Study the market well

Identify the most significant customer segments. This will help you establish and control how your product is seen in terms of differentiation (that one single element that makes you unique while still bearing relevance) and benefit (a reason to buy your product).

Growth strategies that worked for successful B2B SaaS companies

We'll discuss successful products and the growth strategies that helped them survive and thrive in this rapidly growing industry.

These strategies enabled them to onboard new users while retaining the existing ones.

Zendesk simplified their pricing page to increase conversion rate

The market is swamped with CRM tools . But here's the problem: the majority of vendors fail to sell the value of their product.

The reason is simple. Most CRM tools come with a steep learning curve. They are highly complex and unintuitive.

Zendesk approached the problem differently. They built a product with almost no learning curve. Their product lets a customer dictate the rules and makes them feel smarter and in control of things.

They were able to earn $1.3 billion in annual recurring revenue (ARR) from 150k paying customers.

While there are dozens of factors behind Zendesk's massive growth, let's discuss the recent changes in their growth strategy that boosted their business.

(Source: 21writers.com)

They simplified their pricing plans

A customer will feel lost if they're presented with a complicated pricing page, which leads to a poor conversion rate.

Zendesk's pricing page wasn't always simple. But they never stopped experimenting and finally came up with one that worked.

Notice their previous pricing page.

At first, it looks basic and standard.

However, if you get into comparing two plans, it's not easy. Only when you would click on compare plans and get into each feature would you know if a particular plan has that feature or not.

The information was poorly communicated and needed to be organized.

To solve the problem, Zendesk dug deep into understanding their customers' pain points related to their pricing page. They streamlined their pricing plans.

The screenshot below of their new page shows that they have three basic plans and one enterprise plan. The information is helpful and easily comparable.

This simplification helps a customer near the end of their buying journey compare and choose the option that suits them best.

(Zendesk pricing page now)

They started using messaging tools to solve customer problems in real-time

Gone are the days of formal, episodic conversations that waste time in the process.

Zendesk realized the pain point and created their own messaging tool to let businesses have continuous, interactive conversations with their customers.

They enable companies to connect on the web, smartphones, and social media channels through a single platform with built-in automation.

• Make it easy for users by catering to their preferences and maintaining payment systems that won't get in the way of scaling business.
• Design a simple pricing page with all the features tied to a minimum number of plans.
• Use an AI assistant and chatbots to close the gaps in customer service.

Calendly grew to serve 10 million users with an inbuilt Virality Loop

Calendly, an automated scheduling tool, helps users save time and energy by getting to meetings on time. They have an ARR of more than $85 million and are worth more than $3 billion.

How do they do that?

They have an excellent virality loop built into the product.

(Source: GrowSurf)

Let's see this in practice. Every time I send someone my Calendly link, I'm both using and promoting the product. Let's say I send a Calendly link to someone at my workplace who has never heard of Calendly.

They click on the link and are amazed by how easy and intuitive it is to use the product. They then start using it, sending people their Calendly link. And the loop keeps on growing.

• Make onboarding frictionless for referrals.
• If you are planning to deploy a virality loop, design a two-sided incentive where both parties benefit and further promote the product.

Dropbox gets the most out of their Freemium model

Nobody would want to sell a product built with their hard work for free.

But no matter how counterintuitive it may sound, if used smartly, giving away your product with limited features for free can get you revenue in the billions.

Yes, we're talking about the freemium business model.

Dropbox has mastered this model.

The company has 700 million registered users. They earned $1.9 billion in revenue in 2020.

(Source: backlinko)

Dropbox shows people how easy it is to backup and store files in the cloud.

They offer free storage capacity in the cloud, which is generally adequate for text documents. And once a user exceeds that limit, they have the option to upgrade to paid plans.

The model also helps them with in-product actions to begin customer marketing workflows.

Once a user has engaged enough and has become a good fit to become a paid user, Dropbox starts pursuing them in that direction.

It also serves as an onboarding process. The freemium model helps users get familiar with the product, so once they become paid users, Dropbox doesn't have to invest heavily in onboarding.

• The freemium model is a proven acquisition strategy to get people to use your product. Even in the long term, if free users don't convert, they advocate for your brand and refer it to others who might upgrade to the paid version.
• The model works if your product has a low entry barrier and provides instant value. Once you have gained enough traction, start pursuing users to upgrade to a paid plan.
• Understand your business goals. If you need more paid users, then offer free trials. If you need more users, then a freemium model is the way to go.

H ubSpot scales their business with Inbound Marketing

The ROI of content marketing is immense, and 70% of marketers are actively investing in it (HubSpot, 2020).

In B2B, speaking to customers' pain points through content marketing is highly effective. It creates space for you to fit your product into the problem and pitch it as the solution to those pain points.

HubSpot does this well. The company paved the way for most B2B SaaS marketers to switch to customer-centric content marketing.

Their success can be attributed to lots of strategies, but one that helped them grow exponentially is customer-centric inbound marketing.

In 2021, HubSpot is at $1 billion in ARR. 33% of customers come from word-of-mouth, 26% from SEO/Google, and 13% from their blog, i.e., content marketing.

Inclusion of thought leadership + SEO in their growth strategy gets them more than 7 million in monthly organic search traffic. They have also been getting millions of backlinks and dominating SERPs.

The company churns out thought leadership content with a fresh take on modern concepts of marketing and sales. They share research-driven data, in-depth guides, insightful content on trending industry topics, and lead magnets like templates.

The more they help their audience, the more they stand out.

• Share the knowledge you possess with people in your niche. Do it by creating and sharing content freely.
• Your content should have a purpose. Have a buyer persona (your ideal customer) and create content around it. Don't get lost in the noise. Attracting different personas can be tempting, but it would make your job difficult in the long run.
• Keep your customers happy all the time, even after they've become paying customers. Keep resolving their queries through your content.

Xero acquires new users through their Partner Program

Almost everyone in the SaaS space admires Xero's exponential growth.

The product's inception has a familiar start. The founder wasn't pleased with the traditional accounting software, which was outdated and clunky.

Fast forward to 2021, the business has more than 2.74 million users and a market cap of more than $15 billion. Their growth isn't showing any signs of slowing down, with 450,000 subscribers added in the last 12 months.

Though there are undoubtedly multiple factors in its success, let's look at the two growth strategies they use to scale.

They don't focus on the end-user

Xero's ultimate end-users are small business owners who usually hire an accountant or a bookkeeper to manage their finances.

Instead of focusing on the end-user, they started pursuing their end-users' accountants and bookkeepers with the launch of their partner program.

It was a give and take relationship.

If the partners used Xero for accounting, the business would help the partners generate more clients and give them access to exclusive offers and rewards.

This strategy worked well for them.

Their investor briefing in 2016 emphasized the strength of this approach, stating that accounting partners accounted for more than 90% of their paid memberships in Australia and New Zealand (their most developed regions).

They have a solid backlink acquisition strategy in place

Xero has acquired thousands of backlinks from high-authority referring domains. It's a solid way to win more visitors through SEO.

They started acquiring backlinks from accounting websites in 2014 and grew the number by involving accountants and bookkeepers in the loop from 2016 onwards.

These were the same people who were part of their Partner Program. Getting backlinks from highly relevant people from the same industry strengthened their backlink network.

Xero additionally has a viable content marketing strategy, providing genuine content that appeals to their userbase at all points of the customer journey. They churn out high-quality content to attract, nurture, and retain users.

• Partner programs can ease your initial customer acquisition by selling products on your behalf to your end-user.
• The growth strategy serves as a brand-building funnel as well. Your partners will be your customers and promoters, so investing in a partnership can be highly rewarding.
• Not all backlinks carry weight; they must be relevant. Relevant links carry more value and make more sense to the Google PageRank algorithm.

Airtable's ease of use is what makes it so successful

Airtable ranks among the best cloud collaboration services in the world. Their founders' goal was to simplify developing tools that match their needs.

They let people work with relational databases with the simple UI of a spreadsheet.

They have a client base of 250,000 enterprises and are valued at $5.77 billion.

Airtable's strong SEO, marketing strategy, and user-created base templates contribute majorly towards its success. Still, there's something more basic that they've been doing right: building a simple product.

They know the power of simple and easy-to-use products

Airtable lets people work with relational databases with the simple ui of a spreadsheet. their ability to cater to people without strong technical knowledge makes them unique..

They showed the world how spreadsheets could be used in never-before ways, and amazing apps could be made without writing a single line of code.

• Identify a problem that people are facing using an existing product and build a product that provides the same value but is super simple to use.

All in all, solve your users' problems

It won't matter if you have a really cool product unless you have a market for it. Measure your success in terms of how many paying customers you get.

Convincing people to pay for your product isn't easy. Find a pain point and solve it. Give them a product that provides them value from the moment they start using it.

With time, users start appreciating your product and develop an emotional connection with it.

They will want to see your product evolve with time. It's about building a community that sticks with you.

The best thing about SaaS marketing is that there are so many little things that you can do right for broader success. There's no limit to how far you can go with experimenting and trying something new.

Related Stories

How to use product usage data to accelerate your revenue, how ahrefs hit 100m arr with a team of 69 and 0 salespeople, 5 content marketing tips & strategies to up your game, the case against fully automating your customer support for b2b companies, how does a chatbot work, 11 actionable tips to up your customer support game, product-led growth, check out all 14 blog posts.

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B2B SaaS Marketing: Everything You Need To Know

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In the B2B SaaS space, great marketing makes the difference between success and failure. The companies outpacing their competitors in this industry spend 45% more on marketing according to SaaS Capital , and the others fall far behind. This can be the difference between growing fast and growing slowly. Check out this chart to better understand the gap:

If you’re working at a SaaS company, you are likely working in an environment where high growth is something that everyone wants. Our goal with this guide is to help you figure out how to make that come to life.  

That’s exactly why we’ve put together this comprehensive guide to ensure you get the most out of your B2B SaaS marketing strategy. Whether you’re an experienced marketer or just beginning, our step-by-step tutorials provide advice tailored to all levels of experience.

Let’s dive into this valuable resource and explore how you can use it to make your digital marketing efforts more successful!

What Makes B2B SaaS Marketing Special

B2B SaaS marketing is different from every other kind of marketing out there. It requires patience, technical know-how, and deep knowledge of your audience.

Here are a few of the most important factors that set B2B SaaS marketing apart:

Difference 1: Customer Journey

For B2B companies, the customer journey is more complex than it is in other types of marketing.

The B2B SaaS customer journey can span weeks or even months as decision-makers evaluate various options and consult with their peers before purchasing.

That’s why it is so important to make a customer journey map . A detailed customer journey map will let you see how to support each step in the buying cycle. You should never overlook B2B personalization and always tailor your marketing efforts according to where your SaaS customers are on the map.

The longer buying cycles in SaaS can lead to sellers having a hard time identifying marketing ROI. But with cycles taking an average of 84 days according to Hubspot , you’ll need some patience. With proper analysis, the impact of marketing efforts will be clear. 

The longer customer journeys B2B SaaS businesses experience change both your forms of marketing and how you analyze ROI.

Difference 2: Purchase Process

Unlike consumer purchases, which one person often makes on a whim, B2B SaaS purchases require approval from multiple organizational stakeholders.

Navigating that complex purchase process means meeting needs across multiple buyers. For example, here are some personas you might need approval from and what they could prioritize:

The variety of personas you need to appease along the lengthy purchase process makes B2B SaaS marketing unique.

Difference 3: Persona Targeting

Of course, that difference in the purchase process creates further differences in how you target personas. 

Traditional marketing campaigns tailor messages to broad customer segments based on demographics such as age or gender.

But B2B SaaS campaigns must divide their audience into more specific personas. That’s why you should ask a series of questions to help target B2B personas :

• What companies meet your ideal customer profile?
• What will push them to make a buying decision?
• What does their buying process look like?
• How can you get in front of them?

Creating a Winning B2B SaaS Marketing Strategy

With the ever-expanding presence of technology and cloud services , developing a successful B2B SaaS marketing strategy is essential for businesses looking to stay ahead in today’s competitive market.

Even if you have an impressive product offering, your success will depend heavily on how effectively you can communicate its features and benefits to potential customers. That’s where great marketing comes in.

Luckily, understanding the intricacies of B2B SaaS marketing isn’t an impossible task. 

Building a content marketing strategy is a marathon. Not a sprint. Consistency is 🔑 — Foundation 🎧 (@FoundationIncCo) March 27, 2021

Here’s an overview of some best practices that the most successful B2B SaaS companies use to create their winning strategies.

Setting B2B Saas Marketing Goals and Objectives

As a business, developing clear goals and objectives is key to success.

This applies to your marketing approach as well. Having objectives in place will give you a roadmap that will help you reach the desired destination—a successful marketing campaign.

Let’s examine why setting clear goals and objectives is critical for a successful B2B SaaS marketing strategy.

The Benefits of Clear Goals and Objectives

Setting clear goals and objectives for your B2B SaaS marketing strategy can provide numerous benefits. A few of these are:

Improved Focus

Having specific goals helps you stay focused on what needs to be done and when. You’ll know exactly what needs to be accomplished to reach better results. 

That’s what enables the later benefits of clarity, efficiency, and measurement: when everyone is focused, you know what to do, who should do it, and whether you’re successful. 

Greater Clarity

With goals and objectives in place, everyone on the team will have clarity regarding the tasks they need to do and how they should go about doing them. This ensures everyone is on the same page and working together towards the same goal.

Increased Motivation

When you have concrete objectives set out, you can find it’s easier to stay motivated because you know what needs to be done to achieve success. It makes it easier for you or your team members to stay focused on getting things done.

More Efficiency

By having clear goals and objectives, you can ensure that all efforts are being directed towards achieving those goals rather than wasting time or resources on activities that don’t contribute to  those results.

It also makes sure that you aren’t engaging in repeat efforts. Nothing’s worse than realizing that two team members have been working on the same project independently, meaning that one of them could’ve been focused on another goal!

Measurable Progress

With specific objectives set out, you can easily,measure progress along the way, so that you can track how far along you are toward achieving your desired outcomes from the campaign.

This makes it easy for you, or anyone else involved in the project, to check in with one another about how everything is going without needing too many follow-ups or conversations around progress updates. It also lets you revise your plan as you look at what efforts are meeting their goals.

Building a Budget and Resource Plan

Having a comprehensive budget and resource plan for your marketing strategy is essential.

This plan allows you to maximize the effectiveness of your marketing efforts by ensuring that you are investing in the right activities and allocating resources to the areas that will yield the greatest ROI.

By defining your goals, prioritizing your activities, and monitoring your results, you can invest in high-reward, low-risk marketing .

Define Your Goals and Objectives

The first step in creating an effective budget and resource plan is to define your goals and objectives.

What do you want to achieve through your marketing efforts? Do you want to increase website traffic or generate more leads? Once you have identified your specific goals, it is easier to identify the types of resources needed to achieve them.

This includes financial resources, such as advertising budgets, and personnel resources, such as dedicated staff or consultants. It is also important to set measurable KPIs for each goal so that you can track progress over time.

Prioritize Your Projects

Once you have identified your goals and objectives, the next step is prioritizing which projects should be included in your budget.

This involves evaluating projects based on their potential ROI, then allocating resources accordingly. For example, creating a video with a high production value could have a significant cost, but the return could be much higher than a single Google Ad. Starting a new marketing channel might come with high initial costs in the form of new tools, but pay off in the long run.

Of course, ROI also depends on time. Investing in content marketing , for example, sees returns over a long time scale. That means the sooner you invest in content marketing, the more time it will have to pass you returns. 

Depending on your goals and resources, you can prioritize your projects based on their ROI and timescale.

Monitor Results Regularly

Finally, once you have a budget and resource allocation plan, you should regularly monitor your marketing performance. If you notice issues, you can immediately shift the strategy to compensate. 

This involves tracking KPIs over time, analyzing performance data on an ongoing basis, and making changes based on that analysis.

It may also involve making changes within existing campaigns or launching new ones entirely depending on what will yield the best results at any given time. This is also where a marketing agency or consultant can help by coming in with fresh ideas and ways to improve.

Identifying B2B SaaS Target Audiences and Personas

Correctly identifying target audiences and personas is crucial for a successful B2B SaaS marketing strategy, because it allows you to tailor your messaging and approach to specific groups of potential customers. Of course, who you target depends on your business model.

You can better understand their needs, pain points, and decision-making processes by understanding your target audience. This allows you to create more effective marketing campaigns that resonate with your target market and drive conversions.

Having a clear idea of your target audience lets you create more targeted work, such as a great content market fit. With a good content market fit, your prospective customers will see content that speaks directly to their needs.

Target Audience 1: Small Businesses

For example, if your target audience is small business owners, your marketing strategy might highlight your SaaS product’s cost-effectiveness and ease of use.

Here are a few pain points of small businesses you can focus on solving:

• Limited personnel
• Difficulty scaling to customers’ needs
• International distribution challenges
• Lack of familiarity with compliance standards

Target Audience 2: Enterprises

On the other hand, if your target audience is large enterprise companies, your marketing strategy should have a very different approach.

Here are some of the issues you could resolve for enterprise companies:

• Assuring security
• Management and bureaucratic inefficiencies
• Scalability issues
• Unwieldy tech stacks

How To Get a Better Understanding of Your Target Market

Creating detailed personas can also help you better understand your target audience. A persona is a fictional representation of a specific type of customer based on market research and hard facts. 

By identifying personas, you can better understand your target audience’s demographics, behaviors, and pain points. This can help you create more targeted and effective marketing campaigns.

For example, you might target personas based on company data such as revenue and number of employees, and personal data such as the person’s title and seniority.

Developing Marketing Tactics and Campaigns

Once you have identified your target audiences and created personas for them, the next step is to develop marketing tactics and campaigns tailored to these specific groups.

This can include inbound marketing tactics like SEO optimization and content marketing, as well as outbound marketing efforts like email marketing , social media campaigns, and paid advertising. Depending on your goals and budget, you can mix and match different tactics to create a comprehensive strategy that reaches your target audience and drives conversions.

Remembering the different types of content that resonate with each group is also important. For example, small business owners might be more interested in educational content such as tutorials and webinars, while enterprise companies might appreciate white papers or case studies.

Analyzing Performance Data to Make Adjustments

Once the tactics and campaigns are in place, it’s important to analyze the performance data regularly so adjustments can be made if necessary. Tracking KPIs over time will provide insights into what’s working and what isn’t, allowing you to make changes as needed to optimize performance.

How to Stand Out in the Competitive B2B SaaS Market

Given that there are more than 70,000 B2B SaaS companies out there, according to Vainu , how do you make sure yours stands out?

The answer lies in having a unique value proposition, user-centered design and experience, long-term business planning and modeling, and a focus on value over cost. Let’s look at these different strategies in detail.

Building a Unique Value Proposition

Your business needs to provide something that your competitors don’t offer.

Whether it’s a new product or an innovative approach to an existing one, start by making sure you have something unique about your SaaS that sets you apart from the competition. Consider what your customers are looking for and what unique solutions you can provide them.

For example, if your competitors are all providing a similar product, look at how you can improve the features and functionality and communicate that to your prospective customers. On the other hand, you could change what type of marketing you’re engaging in, since companies in the same industry often mimic each other’s marketing strategies.

Developing a User-Centered Design and Experience

The next step is to create a user-centered design and experience around your product. Your customers should be able to use your software easily and without hassle.

Ensure they have all the features they need to satisfy their specific needs while providing an intuitive user interface that makes them feel comfortable using it.

Long-term Business Planning and Modeling

It’s important to remember that success in the B2B SaaS market isn’t just about short-term gains; it’s also about building a long-term strategy for growth.

This means considering immediate sales and factors such as customer success, user retention, scalability, cost efficiency, and more when building your business plan .

This will help ensure that you are set up for success in the long run by anticipating potential challenges before they arise and positioning yourself accordingly.

Focusing on Value Over Cost

Finally, ensure you focus on the value your solution delivers rather than just trying to undercut the competition on price alone. Provide value for SaaS customers—and back it up with quality customer service, and if you don’t have the resources in-house, look into customer service outsourcing to support your customers.

You will be able to build trust with them over time and generatehigher conversion rates and better brand loyalty.

9 Most Effective B2B SaaS Marketing Strategies for Growth

Having effective strategies for growth is essential. These can make the difference between success and failure for startups and established companies.

Fortunately, by using the most effective B2B SaaS marketing strategies, organizations can position themselves to take advantage of incredible opportunities.

These strategies are designed to streamline operations, save money, enhance customer satisfaction, increase conversions, and ultimately drive more revenue. Let’s get into the details.

Content Marketing and Thought Leadership

Content marketing is one of the most powerful ways to attract and retain customers. By creating valuable, informative content that addresses your target audience’s needs and pain points, you can position yourself as a thought leader in your industry. 

According to a study by the Content Marketing Institute, 91% of B2B marketers use content marketing as part of their overall strategy. A strong online presence can passively attract customers to a huge benefit off of a relatively low cost.

That’s why experts at Hubspot found that blogging can help you get 97% more links to your website.

Of course, not just any blog post will cut it. You don’t need to be publishing blog content constantly, but you need high-quality content. That’s why you should follow best practices for blog posts .

Whitepapers and E-books

Another effective content marketing approach is creating white papers and E-books. These longer-form pieces of content allow you to dive deeper into a topic and provide more detailed information to your audience.

On top of that, search engines look for longer-form, detailed content. Having longer content with original research will help you accrue backlinks and boost your domain’s reputation, aiding your search engine optimization efforts.

Social Media and Community Building

Social media is a powerful tool for building customer relationships and creating a sense of community around your brand. 

You can increase brand awareness and drive leads by regularly posting updates, engaging with your followers, and running social media campaigns.

Sprout Social has found that almost 68% of consumers have made purchases directly through social media accounts. Clearly, your social media presence is important for regular consumer goods.

But the B2B SaaS industry doesn’t always work the same way that consumer markets do. Looking at the chart above, you might be surprised to learn that the top social media platforms aren’t the best for B2B SaaS marketing. Here are two that are the best for the SaaS industry:

LinkedIn is a great platform for B2B marketing, as it allows you to connect with other professionals in your industry and share your expertise. In fact, LinkedIn generates more than twice as many leads per impression as Facebook or X (formerly known as Twitter). 

Gong’s social media strategy shows exactly how powerful LinkedIn can be. Gong creates compelling content for salespeople–their ideal customers–and has a loyal, active following.

X is a fast-paced platform that allows you to share quick updates and engage with your target market in real time. That means you can create high-engagement, relevant content that speaks directly to your audience.

It also connects you with a network of others in your industry you can learn from. You can create partnerships, bond with potential customers, and establish a strong brand voice all from the same platform.

Referral and Affiliate Programs

Referral and affiliate programs are a great way to drive word-of-mouth marketing and increase revenue. You can quickly and effectively grow your customer base by incentivizing existing customers to refer new customers to your business.

Referral Programs

Referral programs are a great way to encourage existing customers to refer new customers to your business. According to Nielsen , “92% of consumers trust recommendations from friends and family over any other form of advertising.”

Affiliate Programs

Affiliate programs allow other businesses to promote your products or services and earn a commission for each sale.

Video and Visual Marketing

Video and visual content are powerful ways to grab your audience’s attention and convey complex information in an engaging and easily digestible format.

Wordstream reports that videos on landing pages can increase conversion rates by up to 80%. That means you can increase brand awareness and drive conversions by creating high-quality video content .

Animated Explanatory Videos

Animated explanatory videos are a great way to explain a product or service in a simple and visually engaging way. They’re becoming more popular in digital marketing, and for good reason: they’re unique and informative.

Product Demos

Product demos are a great way to give potential customers a hands-on look at your product or service. Consumers would rather watch a video about a product than read about it.

Product demos are especially powerful in niche markets. That’s because niche products tend to attract decision-makers that are themselves efforts and will be attracted to unique features and new innovations. A product demo is a perfect way to show that off.

If you want to take it one step further than a video, consider trying an interactive product demo software to create an ungated tour of your product. They capture your product’s front end (either with screenshots, or with HTML/CSS capture depending on the tool), and let you annotate each step, crafting a walkthrough of all the most important features. It’s a great way to enable prospects to see your product without waiting for a sales demo.

Search Engine Optimization, PPC, and Search Intent

Search engine optimization (SEO), pay-per-click (PPC) advertising, and search intent optimization are powerful tools for driving traffic to your website and increasing conversions.

Optimizing your website and creating targeted PPC campaigns can improve your search engine rankings and reach more potential customers. At the same time, optimizing your website for search intent helps you make the most out of that increased traffic.

On-page SEO

On-page SEO involves optimizing the content and structure of your website to improve its visibility in search engine results. On-page factors like title tags and meta descriptions account for 15% of search engine ranking.

Pay-per-Click Advertising

Pay-per-click (PPC) advertising allows you to create targeted ads at the top of search engine results. According to TrafficSoda , PPC advertising can drive traffic to your website within minutes of launching a campaign.

You can even implement platform-specific tools to make the most out of paid campaigns. Whether with Amazon PPC software like Advigator or platforms built for Google’s promotional ecosystem, setting out to take advantage of solutions that can streamline and improve the ROI of your marketing maneuvers will let you make the most of your budget.

Optimize for Search Intent

But it’s not enough to only optimize your on-page content for search engine visibility. You should also design it according to your visitors’ search intent. Search intent is why a person is making a specific search–are they looking to find information, do product research, get to a website, or make a purchase?

To adapt to these different search intents, Canva’s landing page design changes to match why the visitor is on their website. That makes their user experience feel fluid and natural, while giving visitors a good reason to make a purchase.

Similarly, PPC ads might drive traffic to your website, but you must make sure that your users like what they see once they get there. The best ROI will come from carefully designing the landing pages that PPC ads lead to and being mindful of  the searcher’s intent.

Review and Customer Feedback Management

Positive reviews and customer feedback are essential for understanding how SaaS customers perceive your product or service and identifying improvement areas.

You can improve customer satisfaction and drive conversions by actively managing your online reviews and incorporating customer feedback into your product development process. Top product development companies understand the significance of great customer support, which also goes a long way in enhancing the overall customer experience.

According to a study by Inc., 84% of consumers trust online reviews as much as personal recommendations.

In-app Product Tours and Demonstrations

In-app product tours and demonstrations are a great way to introduce new customers to your product or service and show them how to get the most value out of it. You can increase onboarding and reduce customer churn rates by providing a step-by-step guide to using your product.

Call-to-Action Optimization and Lead Generation

Call-to-action (CTA) optimization and lead generation are essential for converting website visitors into customers. You can increase your conversion rate and revenue by optimizing your CTAs and creating targeted lead-generation campaigns.

CTA Optimization and Lead Generation Campaigns

CTA optimization involves testing different text, design, and placement of your CTAs to improve their effectiveness.

Lead generation campaigns involve creating targeted offers and incentives to attract potential customers and collect their contact information.¡

Pricing and Billing Strategies

Pricing and billing strategies are crucial for driving conversions and revenue. You can find the best approach for your business by giving different pricing models and billing options a test drive. There are many different types of SaaS pricing models , but some of the most popular are:

It’s important to make sure your pricing model fits your goals and strategy. That means you should experiment with different models in order to find the one that works best for you and your customers.

Frequently Asked Questions (FAQs)

What is an example of a b2b saas company.

An example of a B2B SaaS product is Salesforce, a customer-relationship management software businesses use. Other B2B SaaS products include Amazon Web Services, Adobe’s suite of products, and Snowflake.

How Should I Market B2B SaaS Products?

To market a SaaS product B2B, companies can use targeted digital advertising, attend industry trade shows, and offer free trials or demos to potential customers. Building strong relationships and partnerships with other businesses in the SaaS industry can also be beneficial.

What Does SaaS Mean in Marketing?

SaaS stands for Software-as-a-Service. Marketing SaaS products means showing the advantages of delivering software applications over the internet on a subscription basis. Unlike physical products, SaaS products don’t need to be shipped, can’t be damaged or stolen, and come without the downsides of tangible products.

What Is an Example of B2B Marketing?

An example of B2B marketing is a manufacturing company using targeted advertising and attending trade shows to market its products to other businesses rather than directly to consumers.

Final Verdict: B2B SaaS Marketing

Crafting a B2B SaaS marketing strategy can be intricate and intimidating, yet any team can make its mark on the competitive market with the right tips, techniques, and tactics.

You have to carefully consider elements such as setting clear goals and objectives, building a budget and resource plan, identifying target audiences and personas, developing marketing campaigns, and mastering search optimization.

With this detailed clarity in hand, you have what you need to ensure that the success of your B2B SaaS marketing journey is just around the corner! 

Want more advice on how to develop your B2B SaaS marketing plan?

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• B2B social media case studies
• Social Media Management
• Social Media Marketing

B2B Social Media Marketing Case Studies to Inspire You

Written by Anna Sonnenberg

Published Apr. 18 2022

Table of Contents

Managing social media for business-to-business (B2B) companies or agency clients often seems more challenging than marketing directly to consumers. From choosing the most effective channels to deciding on the right tone of voice to creating compelling content, B2B social media marketing requires a unique approach.

So how can you successfully market a B2B company using channels like Facebook , LinkedIn, and Twitter? Check out three B2B social media case studies to inspire your strategy—no matter what stage of the sales funnel you need to target.

What Is B2B Social Media Marketing?

Strictly speaking, social media marketing for B2B companies isn’t too different from promoting business-to-consumer (B2C) organizations. Both types of companies use a variety of social channels to publish content, engage customers, and aim to get conversions. And both B2B and B2C companies tend to leverage a mix of paid and organic social media.

Even so, as you’ll see in the B2B case studies, social media marketing strategies require a few important adjustments for targeting a B2B buyer.

Let’s look at a few of the key differences.

Social channels

There’s no definitive list of social channels that B2B organizations can or can’t use. Choosing the right channels for your company is generally a case-by-case situation that requires audience and market research.

But some social channels naturally work better for B2B businesses because of their user base and native tools. For years, LinkedIn and Facebook have stood out as the most popular B2B marketing channels . However, many businesses also use Twitter to connect with customers and YouTube for long-form video.

Target customers

When marketing their products and services, B2C companies generally speak directly to individual customers. These target customers can make their own decisions for themselves or their families.

In contrast, B2B companies target other businesses. To get buy-in from companies or departments, marketers typically have to target decision makers with various levels of authority.

Tone of voice

Don’t assume that B2B marketing has to sound stiff or formal. After all, B2B marketing material often targets chief executive officers (CEOs) and other powerful decision makers.

But there’s no rule that B2B content has to sound stuffy—or that it can’t include emojis. Instead, B2B content should use a brand voice that fits your company’s image and values. And keep in mind that conversational content is almost always the best way to connect with the human decision makers you’re targeting.

Content tools

As a social media manager, you can access the same set of tools whether you’re working with a B2B or a B2C company. However, some tools are much more valuable for B2B marketers because of the sales cycles and decision-making processes involved.

Some of these B2B content tools include the following:

• Lead magnets that encourage prospects to provide their contact details in exchange for a high-value asset. For example, you may offer case studies or white papers.
• Webinars and product demos that require prospects to register to access exclusive knowledge or a closer look at your product.
• Native lead forms that allow prospects to request more information about your products and services without leaving the social media platform.

Use Cases for B2B Social Media Marketing

Now you’ve got an idea of how B2B content often looks and sounds. But what are the most effective ways to use it? Before we delve into social media B2B case studies, let’s look at how to align this content with your sales funnel.

Boost awareness

Is your business new to the market or seeking to expand its customer base? In either case, increasing awareness is essential for growth.

With awareness-focused social content, you can introduce your business to new products. You can also put your products and services on potential customers’ radar. Over time, you can highlight features and benefits to make prospects aware of the value your business offers.

Take a look at the ClickUp Facebook ad above, which is great for brand awareness. The eye-catching creative uses a succinct tagline to tell prospects exactly what the app does. The subheading lists three key aspects of the productivity app, so people instantly understand how it works.

The caption uses a CTA that encourages prospects to use the app to boost productivity. And it seals the deal with a pretty impressive takeaway: The app can help you “save one day a week.”

Establish trust

Most B2B companies aren’t selling frivolous items. Instead, the products and services that these companies offer can make a measurable impact on their customers—helping them work more efficiently, produce better results, reach higher goals, and grow their own businesses.

That’s why establishing trust should be a key part of any B2B company’s marketing strategy. You can use channels like Facebook and LinkedIn to share social proof, publish thought leadership, and communicate your company values.

The Outreach Facebook ad above seamlessly handles credibility. The creative boldly confirms the company’s status as an industry leader. The caption quotes a well-known third-party source to communicate the company’s position in the industry, effectively building on preexisting trust.

The ad points to a third-party report prospects can download learn more about Outreach. By offering this report in exchange for prospects’ contact details, the company can begin collecting and qualifying leads.

Generate leads

Once prospects trust your business and understand what it offers, they may be ready to take the next step. When you turn prospects into qualified leads, you can start nurturing your relationship with more targeted content.

Social channels offer countless opportunities for organic lead generation . After all, you can easily post links to lead magnets and webinars on your social profiles. But these channels are particularly effective at paid lead generation. For example, channels like LinkedIn and Facebook offer high-performing native lead ads.

Above, the Facebook ad by IT Glue offers a helpful checklist to prospects seeking to automate IT processes. This simple lead magnet is great for helping prospects solve a problem while learning more about the company.

Below, the Miva, Inc. LinkedIn ad takes a similar approach. In exchange for prospects’ contact information, it offers a downloadable five-step assessment designed to guide people through problem-solving.

Convert prospects

In many cases, you can use social media content to give prospects that final nudge from qualified lead to happy customer. Depending on the nature of your product or service, linking to a free trial, a paid subscription, an e-commerce page, or a sales page could drive conversions.

When you want prospects to convert, you need to think about creative ways to incentivize them. Free add-ons, limited-time offers, and limited-quantity discounts can all prompt qualified leads to take that final step.

Above, the Cardata LinkedIn ad captures prospects’ attention with a promise to streamline vehicle reimbursement calculations. The copy and creative both feature social proof that inspires trust, and the CTA prompts prospects to give the app a try.

Below, the Shopify Facebook ad catches prospects’ eyes with a promise to help scale their businesses. The caption lists several features e-commerce business owners are likely to need, and the creative prompts them to get started with a free trial.

Support customers

Once you convert customers, you can use social media to help them maximize the value from their purchase. It’s a good idea to think beyond customer support and brainstorm ways to help customers use your product or service more effectively.

For example, you can share advanced tips to help customers get more out of your product or service—and pique the interest of prospects at the same time. You might also discuss your loyalty program or spotlight longtime clients. These tactics allow you to give clients the accolades they deserve while also turning them into advocates for your business.

Above, the LinkedIn ad by Elementor targets people who are already familiar with the company’s website builder. By introducing a new product, the company can upsell to existing customers and deepen the relationship.

Three B2B Social Media Case Studies to Inspire You

Wondering how real-life B2B companies have applied these tactics on social media? Take a look at three B2B social media marketing case studies to get ideas for your business’s own strategy.

1. Turface Athletics and Profile Golf

Turface Athletics and Profile Golf, two brands under the Profile Products umbrella, worked with Elevation Marketing to address social media engagement for their B2B profiles. Take a look at what they achieved.

Both brands are well-established in their respective niches. Turface Athletics provides field maintenance products for athletic fields, and Profile Golf specializes in golf course maintenance solutions.

Despite their strong positions in their respective markets, both brands were experiencing low engagement across social media channels. Although the brands published social media content consistently, they did so from a single company profile on a limited range of channels.

As a result, the B2B company struggled to increase awareness or drive consideration among new potential customers. That meant they weren’t leveraging social media marketing effectively or using available tools to reach business goals successfully.

First, the agency conducted market research to get up to speed on industry trends and competitor strategies. The agency also performed a social media audit to review past performance and assess best practices for positioning the brands going forward.

After the preliminary research and audit phase, the agency determined that the brands would benefit most from a full-scale social media strategy across major channels. The agency proposed to plan engaging content designed to attract the brands’ target audiences.

In addition, the agency proposed to create distinct brand presences for Turface Athletics and Profile Golf on Twitter and Facebook. Doing so would allow the two brands to differentiate themselves, reach more relevant audiences, and (periodically) share or distribute each other’s content to increase reach and engagement.

The agency also designed an influencer marketing program to improve the brands’ Instagram presence. Ideally, partnering with influencers would give the brands access to more lifestyle photography while improving brand loyalty.

Over a six-month period, both brands saw impressive growth across all social media channels. The Turface Athletics Facebook page saw a 268% increase in engagement and a 44% increase in impressions, which suggests that the content truly resonated with the target audience. The strategy also drove 74% more web visits, a significant increase to the brand’s web  traffic.

During the same period, content for the new Facebook page and Twitter profile for Profile Golf generated nearly 35,000 impressions. It also drives a 253% increase in web visitors.

Ultimately, building out new B2B social profiles and attracting followers can be resource intensive. But this case study shows that creating content that truly resonates can build brands and reach marketing goals effectively.

Semrush, a software as a service (SaaS) company specializing in search engine optimization (SEO) tools, worked with Walker Sands to improve its Twitter presence.

As a long-established brand in the SEO space, Semrush already had a presence on Twitter. However, the SaaS company had struggled to differentiate itself from its many competitors. As a result, brand recognition, product awareness, and conversions weren’t as high as they could be.

By partnering with Walker Sands, Semrush aimed to improve engagement and increase brand loyalty. The SaaS company also wanted to set itself apart from competitors.

First, the agency used a combination of social listening and competitive research to pinpoint industry trends and understand how similar brands were using Twitter. Using this research, the agency recommended that Semrush adjust its brand guidelines for this social channel, essentially creating a separate, humor-focused persona for its Twitter profile.

To fine-tune this new brand voice, the agency developed Twitter content based on product and industry topics and recurring themes. The agency balanced content that promoted Semrush products with tweets that appealed to the brand’s audience of experienced digital marketers.

In addition, the agency used social listening tools to monitor and chime in on trending topics. This tactic allowed Semrush to join viral conversations and discuss relevant news in a timely fashion—further increasing the brand’s reach.

Semrush began to realize results quickly. In the first month, the social media marketing plan generated over 250,000 impressions and nearly 18,000 engagements. The engagement rate exceeded 7%, demonstrating how well the content resonated with the target audience.

Although Semrush is in a crowded space with numerous well-established competitors, the brand was able to distinguish itself on Twitter. As a result, Semrush improved brand sentiment and gained share of voice.

3. Collective Data

Collective Data, a fleet management SaaS company, worked with Sculpt to streamline its lead generation process and improve its lead conversion rate.

The SaaS company aimed to expand its presence in a specific market and secure more qualified leads across the nation. However, the marketing team’s activities didn’t necessarily align with the sales team’s ambitious goals.

First, Sculpt worked with Collective Data to outline buyer personas for the newly expanded market. The agency also mapped out the customer journey to identify key points to target or remarket to the new audience. To establish goals, the agency set cost-per-lead and cost-per-demo targets for the company’s campaigns.

To reach the company’s target audience of law enforcement professionals, the agency worked with Collective Data to build LinkedIn ad campaigns. The company focused on LinkedIn’s native lead forms, which allow prospects to provide contact information without leaving the platform.

To get more value from their efforts, the agency launched paid search and display remarketing pay-per-click (PPC) campaigns using Google Ads. The SaaS company also invested in conversational marketing tools to engage potential customers on other channels and guide them through the sales funnel.

As a result of these combined efforts, Collective Data achieved an 8-12% lead conversion rate from online advertising. Compared to the SaaS company’s previous lead acquisition methods, these efforts decreased the average cost-per-lead by 70%. In addition to helping the B2B company expand into a new market, this outcome contributed to a significant cost savings.

Aligning marketing and sales isn’t always a smooth process. By clarifying customer personas and journey maps from the beginning and setting up complementary cross-channel campaigns, the agency successfully partnered with Collective Data to improve leads and conversions.

Wrapping Up What We’ve Learned About B2B Social Media Marketing

From boosting brand awareness to generating leads, these B2B social media case studies illustrate how businesses can reach target audiences and get results using the right channels. Use these case studies and use cases to guide your team in developing an effective social media strategy for your B2B company or agency clients.

More from the blog

Using B2B Social Media to Create a Brand-Building Customer Experience

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5 SaaS Case Study Examples to Motivate You (SaaS Growth)

• Written by: Rishabh Pugalia
• Updated: July 4, 2023

Did I miss any points? Let’s connect on LinkedIn .

Popular Searches:

• Testimonial Video Templates
• SaaS Case Study
• Testimonial Video Examples
• Video Testimonial Services
• Video Testimonial Tool
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SaaS has transformed the way businesses operate. They offer software applications on a subscription basis, accessible through the cloud. Its user-friendly nature and cost-effective approach have made it a go-to solution.

Some common questions that often arise when considering SaaS implementation:

• What is a SaaS case study?
• Why is a SaaS case study important?
• How can SaaS case studies benefit my business?

Throughout the article, we will answer these questions and provide valuable insights and inspiration.

We will also look into multiple SaaS case study examples, specifically focusing on B2B scenarios. They explore the strategic implementation in different industries.

We have made videos for 150+ B2B & SaaS companies.

Explainer Video, Product Demo, Remote Video Testimonials, and more.

What is SaaS?

SaaS stands for Software as a Service. It’s a software licensing and delivery model, accessed online via a subscription. This model allows data to be accessed from any device with an internet connection and a web browser.

The subscription-based model allows for rapid scaling and easy implementation . It is also a more cost-effective option than traditional software. These make it an attractive option for businesses of all sizes.

SaaS applications are also known as Web-based software, on-demand software, or hosted software. Examples of SaaS applications include Google Workspace (formerly G Suite), Salesforce, Dropbox, and Microsoft’s Office 365.

FURTHER READING

• 10 Best Client Testimonial Videos You Must Watch
• 9 Most Convincing Customer Testimonial Videos Examples

What is a SaaS Case Study?

A SaaS case study is a detailed account of how a Software as a Service (SaaS) product has been used by a business or individual. These SaaS case studies provide a real-world example of how a SaaS product or service can solve problems, deliver results, and drive business growth.

SaaS case study examples are particularly valuable in the B2B industry. They offer insights into how different businesses have used SaaS solutions to overcome challenges .

SaaS case studies focus on the use of SaaS in specific areas. For instance:;

• A B2B SaaS case study might show how a company used a SaaS product to streamline its operations, improve efficiency, or increase sales .
• A B2B SaaS marketing case study focuses on how SaaS companies market their products.
• A case study of SaaS in cloud computing might explore how a company used a SaaS solution to leverage the power of the cloud.

Click here  to learn more.

Why are Case Studies Important in SaaS Content Marketing?

Case studies are important in SaaS content marketing for several reasons:

1. Proof of Success

A SaaS case study provides honest evidence of a product’s success. They show potential customers that the product works and delivers the promised results.

2. Detailed Explanation

A SaaS case study offers a detailed explanation of how a product can be used to solve a specific problem. This helps potential customers understand how they can use the product to address their own challenges.

3. Builds Trust

By showcasing real examples of satisfied customers, the SaaS case study helps to build trust and credibility with potential customers. They show that the company is reliable and has a track record of success.

4. Highlights Features and Benefits

Saas case studies allow companies to highlight specific features and benefits of their product. They can show how these features have been used in real-world scenarios, making them more relatable and understandable.

5. Storytelling

SaaS case study examples allow for storytelling, which can be a powerful marketing tool. They can encourage readers, evoke emotions, and make the product more memorable.

6. SEO Value

SaaS case studies can also have SEO value. They can be optimized for specific keywords, helping to attract organic traffic and improve search engine rankings.

We know how to sell your story using your product UI

5 Example Case Studies to Inspire You

Next, we will take a look at the five best B2B SaaS case study examples.

Saas Case Study 1: Directiq - How To Reduce Customer Support Tickets

In this SaaS case study, let’s see how DirectIQ uses videos as a growth strategy to reduce customer support tickets. The New York-based DirectIQ offers in-depth email marketing metrics. Using their easy-to-use email marketing interface, users can sign up for free and start their email marketing campaigns.

A. Strategy

• No credit card is required for sign-up.
• Email marketers can choose from hundreds of modern email templates.
• Marketers can create new templates using an easy-to-use drag-and-drop editor.
• Other features include unlimited sends, A/B campaigns, and email automation.
• Premium features include Spam Doctor and Inbox Premium.

Create Beautiful Email Campaigns For Free | No Credit Card Needed

The ‘Free’ and ‘No Credit card required’ act like magic in drawing the users to try their service. That’s crossing the first hurdle in your SaaS journey!

C. Outreach

DirectIQ wanted to:

• Educate their customers about their product and improve product adoption.
• Stand out in a crowded market and differentiate itself from other companies .
• Create appealing content that gives their viewers a personalized experience about how easy to use the product.
• Use a hands-on approach from top management. Have a look at the level of their commitment to customers, as exemplified by a quote from the CEO, Mr. Baris Ergin, on their website:
• “At DirectIQ, we created the easiest to use platform for email marketing for businesses of all sizes. We listen to our clients and add new features continuously. Send us a message, and let’s talk! – Baris Ergin, Founder/CEO”

D. Takeaways

• The perfect solution to address the pain points was a series of refined and powerful videos because ‘ How-to videos ’ are the easiest way to deliver useful information about your product to a wide audience.
• The company’s far-sightedness in using a series of training videos resulted in reducing customer support tickets and increasing user adoption .

Saas Case Study 2: How Sendowl Grew Its User Base

For growing a user base, there is no one-size-fits-all solution. However, let us look at the SaaS case study and explore the growth tactics used by SendOwl. This company helps businesses send and manage orders from their online store.

We can see that SendOwl relies on a combination of two simple strategies: Content marketing and SEO .

• High-quality content that would appeal to their target audience: By creating helpful blog posts and articles that address the needs of small business owners, they are able to attract new users and convert them into paying customers.
• SEO to rank their content for the keywords that were most important to their target audience: This allows them to get high-quality traffic and build a following that would become valuable in the future.

The wise way to sell & deliver your digital goods

In Western culture, the owl is associated with wisdom. Naturally, the wise, nocturnal bird finds a prominent place on their homepage. So, it is a clever synthesis of the company name and the tagline that effectively sums up the nature of their business.

SendOwl says that their focus is on making the customers happy , and that they have relied largely on word-of-mouth publicity for their growth.

However, they also make it clear that they have nothing against some good publicity!

They even invite journalists, bloggers, and tweeters to talk about the company. The best part is that they even provide a Press Pack.

• A customer-centric approach to business.
• Clever use of digital and content marketing strategies to promote business.
• Intelligent use of the power of the words to create the brand identity.

Saas Case Study 3: Chirotouch - Transforming One-On-One Zoom Training Videos Into Effective How-To-Videos

Continuing with our examples of SaaS case studies, we present ChiroTouch, a fully customizable chiropractic practice management software. In this case study on SaaS, ChiroTouch uses videos as a growth strategy to improve the customer onboarding experience.

• Addressing customers’ pain points using simple and clear copy on their website.
• Talking numbers in a convincing way – “Our easy-to-use software is loved, trusted, and enjoyed by 21,000 providers and 12,000 practices – for over twenty years.”

Power your practice with ChiroTouch | It’s time to take your practice to the next level

Simple and direct. Who wouldn’t be enticed by the prospect of achieving GROWTH by being more productive?

• ChiroTouch effectively conveys the message that it’s not a practitioner’s job to worry about keeping their practice organized. Instead, they can rely on ChiroTouch’s cloud standard in chiropractic software to do it.
• Explaining to the customers that regardless of the current size of their practice, why the product is a perfect fit.

They realized that well-made customer onboarding video training was the way forward. The challenge, however, was that the videos had to appeal to a group of ‘not-necessarily-very-technical’ type of people.

Content Beta suggested a hybrid model of live training and pre-recorded video courses that the customers could refer to. Here is an example video from the series.

Making a video for B2B & SaaS products needs a different mindset.

SaaS Case Study 4: Drift - Building a Multi-Million Dollar Brand through Content Marketing

In this case study, we explore how Drift used content marketing as a key strategy to build a multi-million dollar brand. Despite entering a competitive industry of website chat, Drift managed to stand out by focusing on brand building and creating superior content .

• Targeting four specific audiences: marketers, salespeople, product managers, and entrepreneurs.
• Featuring other companies in their content, opening their content to other audiences.
• Following SEO best practices , such as – structuring URLs effectively and writing well-crafted meta-descriptions.
• Mixing content types , using images, videos, and audio clips to break up text.
• Using a high number of backlinks .

Revolutionizing Website Chat with Superior Content Marketing

They believe in creating ‘six-star content’. This commitment to quality is reflected in a quote from their website: “At Drift, we aim to create better content than anyone else. We focus on helping our audience and providing value . Let’s connect and see how we can help you! – David Cancel, Founder”

Drift aimed to:

• Reach out to different types of target audiences through different posts.
• Stand out in the crowd with content that is better than anyone else’s.
• Featuring other companies and using backlinks to drive organic traffic to their website and attract a wider audience.
• Use a mix of content types , including blog posts of various categories and podcasts, to guide the audience through their marketing funnel.
• Focusing on specific audiences can help tailor content and make it more relevant and engaging.
• A strategic approach to content creation can drive organic traffic, improve visibility, and attract viewers.
• SEO practices can significantly improve search engine rankings.

SaaS Case Study 5: The Journey of Outreach.io - From Startup to a $1.1 Billion SaaS Company

In 2011, Manny Medina teamed up with Andrew Kinzer to create GroupTalent, a revolutionary recruitment platform. However, the traction was slow, and they were running out of cash.

To solve their sales problem, they started building software to make their sales reps more productive . This software eventually became Outreach, a sales tech SaaS giant with over $60m in revenues and a valuation worth $1.3 billion.

• Pivoting to a product people actually want.
• Closing the first 100 customers door to door.
• Ignoring marketing for the first 2-3 years.
• Developing an extremely fast-paced product release schedule.
• Choosing a B2C Metric – monthly active users.
• Developing a metric-driven outbound process.

Outreach – The Sales Engagement Platform

Outreach is a sales engagement platform that helps businesses streamline their sales process, increase productivity, and drive revenue growth. It provides a suite of tools that enable sales teams to talk with customers more effectively and close deals faster.

Outreach’s approach to growth includes:

• Focusing on what they do well, which is high-velocity sales .
• Customizing their outbound process based on the persona and industry.
• Acquiring Sales Hacker to increase their online marketing presence.
• Creating a community for their customers to build relationships and reduce churn.
• Hosting an annual conference to share their vision, build relationships, and solidify partnerships.
• In the early days, work to gain initial learnings and revenue.
• Choose your growth engine and focus on it relentlessly.
• Consider acquiring an audience instead of growing one from scratch.
• Leverage customer relationships to reduce churn and increase customer retention.
• Host events or conferences to build relationships and solidify partnerships.

How to Write a SaaS Case Study?

Here’s a simple guide on how to write a SaaS case study:

1. The Headline and Subhead

Keep the headline simple, clear, and precise . It should include the customer’s name, the SaaS platform used, and the key result.

The subhead should be short and to the point. It should highlight the key points.

2. The Executive Summary

The executive summary is a short overview of the SaaS case study. It should briefly explain what the customer did and the key results they achieved .

Consider it as an elevator pitch for your SaaS case study. The goal is to pique the reader’s interest to learn more.

3. The Challenge(s)

This section outlines the issues your customer faced before using your product. Present them one by one, starting with a general topic and then providing more detailed explanations.

The challenges should be relatable to your target audience. Be specific and provide concrete examples and data .

4. The Solution

This section of a SaaS case study focuses on how the challenges were addressed:

• the plan to tackle each challenge,
• the business processes or workflows established,
• the configurations or settings used, and
• any integrations set up.

5. The Results

The “Results” section of a SaaS case study showcases the outcomes . Include statistics, value statements, or testimonials to add credibility to your case study.

6. Conclusion

The conclusion of a SaaS case study wraps up the information presented. It should summarize the key points of the case study.

7. Call to Action

End the SaaS case study with a call to action.

How can I Promote My Case Studies to Reach a Wider Audience?

Expanding the reach of your SaaS case studies can be achieved through various strategies:

1. Social Media

Share your SaaS case study on platforms like LinkedIn, Twitter, Facebook, and Instagram. Adapt your message to each platform’s audience for maximum engagement .

2. Email Marketing

Feature your SaaS case study examples in your newsletters or dedicated email blasts to your subscribers.

3. Blog Posts

Craft a blog post about the case study on SaaS and share it on your website. This can increase SEO and drive organic traffic to your SaaS case study.

4. Webinars or Podcasts

Discuss your SaaS case studies in webinars or podcasts. This can provide a more detailed look at the case study and reach a different audience.

5. PR and Media Outreach

Connect with industry publications or local media outlets and propose your B2B SaaS case study as a story idea.

6. Paid Advertising

Utilize platforms like Google Ads or social media advertising to promote your SaaS case studies to a targeted audience.

7. Customer Testimonials

Use quotes from your SaaS case studies as testimonials on your website or in marketing materials.

Testimonial videos are crucial for B2B credibility; they humanize client endorsements , offering real and authentic insight into the real-world impact of a product or service. With remote video testimonial services, capturing authentic client feedback across diverse locations becomes both seamless and convenient.

8. Sales Team

Arm your sales team with SaaS case studies to use in their sales pitches.

Remember, the key to successful promotion is to understand your audience and tailor your message to them.

What are the Common Mistakes to Avoid When Creating a SaaS Case Study?

When creating SaaS case studies, there are several common pitfalls to avoid:

1. Vague Results

SaaS case studies should present specific, measurable outcomes . Avoid general statements like “increased productivity” or “improved efficiency” without supporting data.

2. Excluding the Customer’s Perspective

Direct quotes from the customer add authenticity and credibility to your SaaS case study. Make sure to include their perspective.

3. Disorganized Structure

A well-structured SaaS case study is easier to read and understand. Include an introduction, challenge, solution, results, and conclusion.

4. Overlooking the Process

Don’t just highlight the end result. The journey the customer took to achieve their results provides valuable insights. It should be a part of your SaaS case study.

5. Failure to Promote the Case Study

After creating your SaaS case study, promote it through various channels like your website, social media, email newsletters, etc.

6. Outdated Case Studies

Update your SaaS case studies as needed to reflect changes .

By steering clear of these common errors, you can create an effective SaaS case study.

SaaS case studies demonstrate the potential of SaaS solutions in the B2B landscape. They provide real life examples of how businesses have used these solutions to drive growth, enhance efficiency, and gain a competitive edge. They offer valuable insights and lessons that can guide other businesses in their own SaaS journey.

The journey to SaaS success involves

• understanding the unique challenges of your business,
• choosing the right SaaS solution,
• effectively implementing the solution.

It’s about transforming your business processes, improving customer engagement, and ultimately, driving business growth.

So, always remember, the power of SaaS lies not just in the software itself, but in how you use it to solve problems, meet needs, and achieve your business goals.

A case study in SaaS is a detailed account of a company’s use of a Software as a Service product. It highlights the challenges, implementation process, and results. It serves as an example of how the SaaS solution can solve problems or improve operations.

No, SaaS growth case study examples are not one-size-fits-all. Each case study is unique, reflecting the specific challenges, strategies, and outcomes of a particular company’s experience with a SaaS product.

They provide insights and lessons, but the applicability can vary depending on a company’s specific context and needs .

SaaS growth case studies can provide valuable insights, but they have certain drawbacks:

• Creating a case study can be costly in terms of money and time.
• A case study is not a comprehensive research report but a collection of specific data points.
• It doesn’t offer an in-depth analysis of a company’s operations.

Choosing a suitable SaaS growth case study for your business involves:

• Identify case studies that align with your specific business needs and challenges.
• Look for case studies from businesses similar to yours in terms of size, industry, and goals.
• Focus on the specific problems they addressed with the SaaS solution and the results they achieved .

Creating a growth case study for your SaaS business can provide several benefits:

• It provides tangible proof of your product’s value and effectiveness.
• It showcases how your product solves real-world problems, aiding customer understanding.
• It is a great marketing tool

If you are a SaaS business owner, your case study should highlight the benefits of using your SaaS because more than 90% of customers base their purchase decision on a positive review.

Some important SaaS growth metrics include:

• Monthly Recurring Revenue (MRR): This is the predictable revenue that a company can expect every month.
• Customer Acquisition Cost (CAC): This is the total cost of acquiring a new customer, including marketing and sales expenses.
• Customer Lifetime Value (CLTV): This is the total revenue a company can expect from a customer over the duration of their relationship.
• Churn Rate: This is the percentage of customers who stop using the SaaS product over a given period.
• Net Promoter Score (NPS): This measures customer satisfaction and loyalty by asking customers how likely they are to recommend the product to others.

A compelling SaaS case study should include:

• Introduction: Briefly outline the customer’s business and their challenges.
• Challenge: Detail the specific issues the customer faced before using the SaaS solution.
• Solution: Describe how the solution was implemented to address the challenges.
• Results: Highlight the outcomes achieved, ideally with quantifiable metrics.
• Testimonials: Include direct quotes from the customer about their experience.
• Conclusion: Summarize the key points and reinforce the value of the solution.
• Call to Action: Encourage readers to take the next step.

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B2B SaaS Content Strategy: How to Map Your Content to Each Phase of the Funnel

Last updated: April 26th, 2024

There are typically three camps of companies who do SaaS content marketing:

• Those who produce occasional content with an unstructured approach.
• Those who produce regular content with a semi-structured approach (eg. use a content calendar).
• Those who produce content within the context of a holistic content strategy.

If your SaaS company has been doing content marketing for 6 or more months and you haven’t seen meaningful increases in traffic or marketing qualified leads (MQLs), chances are you’re in Camp 1 or 2.

The main problems with producing content without a strategy are two-fold:

• Your content doesn’t reach the right people at the right times (eg. content for someone with high buying intent reaches someone high in the funnel who’s not thinking of buying yet).
• You waste time on producing content that’s unlikely to convert into actual revenue (eg. focus mostly on creating on top of funnel content like basic list posts).

In this article we’ll show you a simple way for you to develop a SaaS content marketing plan that can help alleviate these problems.

Below we’ll cover the different types of content we’ve found work best with prospects at different stages of the funnel (addressing the right-people-right-time issue), and the order in which you should create these pieces of content (helping you prioritize high value content first).

Let’s kick things off with how you should think about prioritizing specific types of content over others for the best results.

We help B2B SaaS businesses  win new customers  through paid media and search engine optimization  ( SEO ). Get your Free Marketing Plan  to learn more.

Which Types of B2B SaaS Content Should You Create First?

In a well developed funnel, the majority of prospects in your target audience enter at the top, move to the middle, and eventually move through to the bottom. As such, many SaaS companies begin their content marketing efforts by creating top of funnel content first  (eg. simple listicles or how to pieces).

The problem with this is that top of funnel content is unlikely to convert readers into leads or customers. So you can spend a year creating content without seeing any actual ROI.

The better approach is to actually begin with creating your bottom of the funnel content first (where you’ll see the highest conversion rates). This way you can capture the low hanging fruit: prospects who are directly searching for you or a solution to the problem your SaaS product  solves.

Once you’ve exhausted the key types of content for the bottom of the funnel, you can move into creating middle of the funnel content, and so on.

Below we’re going to discuss the content types we’ve seen work best at each stage.

Top Types of B2B SaaS Content for Different Stages of the Funnel

Before we dive in, there are a couple of things to take note of.

• Blogging is a type of content , but blog posts are not the only kind of content that can facilitate lead generation. Non-blog pages such as product pages can also be thought of as content, and should be included in your overall content marketing strategy .
• Certain characteristics of content changes as you move through the funnel.

Regarding these changing characteristics, consider the following graphic:

“High,” “Medium,” and “Low” are all relative to each other within the context of your business, but in general, bottom of the funnel content will focus on search terms with lower search volume and higher buying intent, and will see the highest conversion rates.

Middle of the funnel  content will focus on search terms with medium search volume and buying intent, and will have fewer conversions. Lastly, top of the funnel  content will focus on search terms with the highest search volume, but the lowest buying intent, and will see the lowest number of conversions.

These heuristics are useful to keep in mind as you plan out your content creation because they can guide your keyword selection, help clarify your understanding of what content at each stage of the funnel is for, and set performance expectations.

Now let’s look at the content types we think B2B SaaS companies should focus on first.

Bottom of Funnel Content Types

Bottom of the funnel content is for prospects who are aware they have a problem and are looking for a way to solve it. The goal of this content is to get these prospects to book a trial or a demo.

Based on our experience with 35+ B2B SaaS clients, we have found the following types of content work great for converting prospects with high buying intent, and we’ve listed them in order of highest priority to lowest (ie. we create comparison pages first, then alternatives pages, etc.).

Note: Bottom of the funnel content should use clear and compelling calls to action (CTA’s) throughout the page.

1. Comparison Pages

In our article on Google Ads for SaaS , we discussed the concept of brand versus competitor intent — when a person is researching either:

• Your brand versus a competitor’s brand (eg. HubSpot vs. Salesforce)
• A competitor’s brand versus another competitor’s brand

In situation ‘A’, creating a piece of content to rank for these terms allows you to control the narrative of this discussion in the eyes of prospects. This way, you get to frame and position your brand against these competitors instead of third parties or your competitors themselves doing it for you.

In situation ‘B’, you can leverage a person’s intent to consider two or three of your competitors, and grab ahold of that discussion as well, while also inserting your brand into the mix and siphoning away attention from the others.

2. “Alternative to” Pages

There are a couple of scenarios in which people search “[Insert Brand] Alternatives.” One is when they are currently using a service that they’re unhappy with, and they’re looking for other options.

The other is when someone in research mode is aware of one brand, and they want to know what alternatives exist so they can weigh their options before making a purchase decision.

In both cases, creating content to rank for these terms is valuable, and it’s worth doing for several of your top competitors.

3. Product Pages

Product pages typically target keywords that describe the category of the product you offer and/or the solution that people are likely to be searching for.

For example, in the case of our client Structure Studios, we built out a product page for them around the keyword “landscape design software” — a term that represents both a product category and a solution.

We like to follow a specific format for product pages that we cover in our article on SaaS website best practices  ( Note: in that piece, we refer to product pages interchangeably with Feature and Benefit pages ).

Product pages can be some of the most valuable content on your website (if you can get them to rank for the right terms) because the people searching are actively looking for what you offer.

4. Use Case Pages

In contrast to product pages, use case pages are not targeting a keyword related to a product or a feature. Rather, they target a specific action that someone is trying to achieve.

For example, if you’re a B2B company that sells website visitor identification software, you might create a use case page around the search term “how to identify who visits your website.”

Our framework for use case pages is also covered in our SaaS websites article  mentioned above.

5. Case Study Pages

At first glance, some SaaS marketers might think of case studies as middle of the funnel content, but if someone is reading a case study on your site, it’s very likely they’re reading because:

• It’s about a company that’s similar to their own
• They want to see if it’s genuine and reasonable (ie. not some outlier, get-rich-quick scheme)
• They want to know if they might be able to get the same result using your product

This mindset indicates a reader is genuinely interested in what you have to offer. And thus, we classify case studies as bottom of the funnel content.

When it comes to keyword selection, case studies are unique in that pairing them with a keyword that attracts organic traffic is not always obvious or easy — but with some thought and finesse it can and should be done.

For example, in a case study on our client Structure Studios , we chose to optimize it for the term “paid media strategy.” While this is more of a middle of the funnel keyword, it gave us the opportunity to create a detailed piece of bottom of funnel content that can also attract prospects through organic search who are situated more towards the middle of the funnel.

Middle of the Funnel Content Types

Once you’ve covered all of your bases on content for the bottom of the funnel, you can begin creating content for the middle of the funnel.

The goal of middle of the funnel content is to get prospects to begin imagining what it would be like if they were using your SaaS, and to help establish the value of what you offer. The types of content we’ve found work best are interactive tools, market intelligence pieces, and product tour pages.

1. Interactive Tools

The job of an interactive tool is to provide prospects with a taste of what your SaaS can do for them without needing to fully commit to signing up for a trial or demo.

The types of tools we have found work best include:

• Calculators
• Cheatsheets
• Questionnaires

By giving them a sample of the benefits that come with using your SaaS, you help them begin to see what life could be like if they were using your product, and you generate interest in learning more about what you offer.

2. Market Intelligence Pieces

The function of market intelligence pieces is to help establish the business case for using your SaaS.

Especially when your product has a price point that will need approval from executives up the chain (it’s not something a digital marketing manager can just put on the corporate credit card), this type of content can provide them with something to bring their boss who will ultimately need to sign the check.

So creating content that uses charts and graphs to show industry trends and statistics that support the business case for using a SaaS product like yours, you can remove friction in this process. Instead of the digital marketing manager having to do the research on their own, you can provide the information for them.

Note: Unlike case studies which need to reflect results your SaaS specifically has achieved, market intelligence pieces can be more high-level, general content about the use of SaaS products like yours across an industry.

3. Product Tour Pages

Product tour pages can be thought of as a proxy for demos, and they’re particularly useful for SaaS companies who have multiple types of product offerings that link to each other.

The ideal kind of product tour page asks the visitor a little about themselves like their job title, or the use case they are most interested in, and then points them to the part of the product that’s most relevant.

What this does is it allows you to take different buyer personas  down a different path, tailoring their learning and discovery to their needs and wants, and optimizing the conversion path for prospects.

Top of the Funnel Content Types

Finally, once you’ve exhausted your middle and bottom of the funnel content, it can begin to make sense creating top of the funnel content to reach a wider audience.

The goal of top of funnel content is to educate cold prospects about the problem you solve (helping them become problem-aware), and also to put your brand on their radar as something they recognize. Whenever possible, you want to present opportunities to move these readers down the funnel (eg. by linking out to middle and bottom of funnel content).

The following types of content are what we’ve found work best for top of funnel content.

1. Expanded List Posts and Expert Roundups

These types of blog posts are great for people who are curious, looking to learn about what’s new and relevant, or looking for inspiration in the topic area that’s related to your business.

Modern search engines tend to reward list-style posts making them a potential asset with long term SEO benefits.

2. Ultimate Guides

The key to leveraging ultimate guides is to map them to the core use cases of your product.

Take our client Hurdlr, for example. Hurdlr’s product is a business expense and mileage tracker. So if we were going to create an ultimate guide for their blog, we could create something like “The Ultimate Guide to Tracking Business Expenses and Mileage.”

And from within that guide, we could link out to something like a calculator tool that we’d created previously, guiding readers down the funnel. Those who go and use the calculator are then seeing some of the benefits offered by your SaaS.

3. How to Narrative Content

Similar to the function of ultimate guides, “How to” narrative content is simply taking advantage of the opportunity to show up in search results when someone is looking for how to do the thing that your product helps them accomplish.

For example, a clickmaps software called Crazy Egg created a piece called “How to Interpret and Use Clickmaps to Improve Your Website’s UX”  — the exact thing their product helps users do.

4. Opinion and Thought Leadership Pieces

Opinion and Thought Leadership pieces can be useful for generating social media sharing and discovery. They’re often an effective way to grab the attention of your target audience, bring traffic to your site, and generate brand awareness.

In addition, showing thought leadership helps build credibility and reputation among the industry you serve.

Closing Thoughts

Great content marketing strategy doesn’t have to be overcomplicated. By simply understanding how to prioritize the order in which you create different pieces of content, you can ensure you’re spending your time on content that has the highest chance to generate meaningful revenue increases.

And by mapping the types of content you create to your sales funnel like we’ve laid out above, you can ensure you’re reaching the right people with the right type of content (and importantly, at the right time!).

We hope this article will help you refine your content strategy and develop a solid plan to move forward. If you’re interested in learning how we help B2B SaaS businesses win new customers through paid media and SEO (using many of the techniques described above), get your Free Marketing Plan here .

What you should do now

Whenever you’re ready…here are 4 ways we can help you grow your B2B software or technology business:

• Claim your Free Marketing Plan. If you’d like to work with us to turn your website into your best demo and trial acquisition platform, claim your FREE Marketing Plan . One of our growth experts will understand your current demand generation situation, and then suggest practical digital marketing strategies to hit your pipeline targets with certainty and predictability.
• If you’d like to learn the exact demand strategies we use for free , go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
• If you’d like to work with other experts on our team or learn why we have off the charts team member satisfaction score, then see our Careers page.
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A Process Model of Product Strategy Development: A Case of a B2B SaaS Product

• Conference paper
• First Online: 14 November 2022
• Cite this conference paper

• Bogdan Moroz   ORCID: orcid.org/0000-0003-3136-4424 12 , 12 ,
• Andrey Saltan   ORCID: orcid.org/0000-0002-7921-986X 12 &
• Sami Hyrynsalmi   ORCID: orcid.org/0000-0002-5073-3750 12  

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13709))

Included in the following conference series:

• International Conference on Product-Focused Software Process Improvement

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A growing number of software companies nowadays offer their solutions using the SaaS model. The model promises multiple business-related benefits for these companies; however, existing software companies are forced to re-develop products and reconsider product strategies to address all the aspects of the new SaaS model. The existing literature provides a limited understanding of how product strategies for newly productized SaaS solutions should be developed. In this paper, we report the results of a longitudinal case study of a Finnish B2B software company experiencing a transition towards the SaaS model and developing the initial strategy for its newly productized SaaS solution. We introduce a six-phase process model aligned with the ISPMA SPM framework. Being implemented, the model created an initial shared understanding and vision among stakeholders for their SaaS solution and provided guidance in developing the required product strategy.

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LUT University, Lahti, Finland

Bogdan Moroz, Bogdan Moroz, Andrey Saltan & Sami Hyrynsalmi

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Tampere University, Tampere, Finland

Davide Taibi

Reutlingen University, Reutlingen, Germany

Marco Kuhrmann

University of Jyväskylä, Jyväskylä, Finland

Tommi Mikkonen

Leibniz University Hannover, Hannover, Germany

Jil Klünder

Pekka Abrahamsson

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Moroz, B., Saltan, A., Hyrynsalmi, S. (2022). A Process Model of Product Strategy Development: A Case of a B2B SaaS Product. In: Taibi, D., Kuhrmann, M., Mikkonen, T., Klünder, J., Abrahamsson, P. (eds) Product-Focused Software Process Improvement. PROFES 2022. Lecture Notes in Computer Science, vol 13709. Springer, Cham. https://doi.org/10.1007/978-3-031-21388-5_13

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DOI : https://doi.org/10.1007/978-3-031-21388-5_13

Published : 14 November 2022

Publisher Name : Springer, Cham

Print ISBN : 978-3-031-21387-8

Online ISBN : 978-3-031-21388-5

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