Don’t make these ten SaaS marketing mistakes

The first thing B2B tech marketers need to understand is that SaaS is a foreign country – they do things differently there. What might have worked for you in your past experience may not apply here: in fact, you could well find that much of what you’ve learned is redundant.
 
While cloud technology is still a relatively young area, it’s been around long enough that we can identify some typical pitfalls and worst practice in its marketing.
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Some items on this list might seem obvious, but people commit these errors all the time – so it’s worth being vigilant even if you think you’d never do so yourself. Here are the top ten SaaS marketing mistakes – and what you can do to avoid them. 
 

Lacklustre content 


No one will read beyond the first line if your content is boring. Churning out content for the sake of it is one of the biggest mistakes made by SaaS vendors. Your content should be strategically planned, carefully researched, written by experts and optimised for search engines and humans.
 

Relying on PPC alone


Pay-per-click advertising is a great way to bring in those initial leads, but it is not a sustainable lead generation channel. At the very least it should be complemented by other marketing activity that gives your brand authority once prospects are on your website. But you should also be future proofing your lead generation strategy by building your position in the organic search rankings.
 

Failure to connect the dots 


​You can have a great blog, a fun Twitter feed and have built an enviable collection of media coverage. However, if these aren’t planned carefully in advance to complement and support each other, you’ll lose out on valuable opportunities.
 

Failure to localise 


Different countries can have completely different business languages and customs. Don’t alienate your target market by using terms and processes that are unfamiliar to them.
 

Assuming you have no competition 


I’ve heard this a number of times. “We have no competitors.” If there are no comparable software vendors in your market, then Excel is your
competitor – and it’s a dangerous one because business buyers remain loyal to their home-built systems.
 

Relying on junior marketers 


People new to the business world cannot execute lead generation and marketing campaigns at this level. It takes skill and experience to be able to run these campaigns and using people who know what they’re doing will save you from making reputation-damaging mistakes.
 

Failure to focus on the ROI 


All messaging should focus on the benefits to your prospects, not on your solution and the people behind it.
 

Giving up too soon 


It takes time for a lead generation campaign to build momentum. It requires ongoing testing and refining to develop your strategy. But it’s worth it, and every extra bit of effort yields greater and greater returns.
 

Fear of marketing the product you have 


While your SaaS product might be in beta, that doesn’t mean you should fly under the radar. Start getting the solution in front of customers as soon as you have your minimum viable product.
 

Ignoring negative churn 


Your customers are not for life – if you don’t make them feel valued, your competitors will. Focus on trying to keep customers engaged, but also on turning them into brand advocates who can be leveraged to help you grow.
 
It’s important to remember that these tips aren’t a substitute for a good strategy; they’re just a way of ensuring you don’t screw up. A conscientious marketer needs to commit far more resources to their product: economic and intellectual. Proper SaaS marketing requires time, effort – and most importantly, know-how. You can’t learn that from a blog.
 
Maybe an eBook? 
 

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