B2B SaaS Digital Marketing: Strategies, Challenges & Metrics
The SaaS market is getting crowded. With over 9,100 companies competing in the US alone (as of the time of writing), your chances of breaking into the top 100 are just about 1.1%.
Sounds intimidating, right?
But here’s the good news: you don’t need to be at the top to succeed. Your perfect customers are out there actively searching for solutions like yours, even if you’re a fresh startup or offering an alternative to existing tools.
You just need to get it in front of the right people.
This is exactly where B2B SaaS digital marketing shines. When you’ve got a solid product, all you really need is a smart digital marketing strategy to connect with your ideal customers (or, better yet, help them find you).
Want to skip the trial and error and start reaching the right decision-makers today? Schedule a quick strategy call with our team to map out your path to growth.
Let’s dive into how you can plan your marketing activities to make this happen.
B2B SaaS digital marketing refers to online marketing strategies software-as-a-service companies use to attract, convert, and retain business customers.
Unlike traditional marketing, it promotes subscription-based software solutions to other businesses through digital channels.
Your goal isn’t just to make a one-time sale—you’re building long-term relationships with customers who will hopefully stay for years. This is like a marathon, not a sprint.
Compared to traditional product marketing, SaaS has some unique attributes that impact marketing strategies:
These factors make the B2B SaaS marketing strategy much more nuanced. Let’s see how to approach this systematically.
An impactful B2B SaaS digital marketing strategy requires four key elements:
Before you go into marketing tactics, you must know precisely who you’re talking to. Create a detailed profile of your ideal customer.
But don’t just guess—use data from your current customers and market research.
Start by looking at your most successful current customers:
Here’s what you should find out about your target audience:
You wouldn’t start a road trip without knowing your destination, right?
The same goes for your marketing strategy. You need clear, measurable goals to guide your efforts.
Start with your main business objectives. Do you want to:
Then, translate these into specific metrics you can track.
Common SaaS marketing goals include:
Not all marketing channels are created equal for SaaS companies. You need to be where your potential customers are looking for solutions.
Think about how people search for and evaluate software solutions. They might:
Based on this behavior, here are the most effective channels for SaaS marketing:
Channel | What It’s Best For | Example Activities |
Content Marketing | Educating prospects | Blog posts, guides, videos |
Search Engine Optimization | Getting found online | Keyword optimization, technical SEO |
Email Marketing | Nurturing leads | Newsletters, onboarding emails |
LinkedIn Marketing | B2B networking | Company updates, thought leadership |
Webinars | Product demos | Live demonstrations, Q&A sessions |
Your content needs to map directly to the marketing funnel, addressing customer needs at each stage—from top to bottom.
Think of your marketing funnel:
Your content should match where they are on this journey.
Top of Funnel Content:
Middle of Funnel Content:
Bottom of Funnel Content:
A solid B2B content marketing strategy ensures you’re providing value at every step.
Beyond core elements like ideal customer profiles and channel selection, SaaS brands must also focus on:
When marketing your SaaS product, it’s tempting to talk about all the cool features you’ve built.
But here’s the truth: your potential customers care more about how you can solve their problems than your fancy features.
Start by clearly showing how your software makes their work life better.
For example, instead of saying “AI-powered analytics dashboard,” say, “Get insights about your customers in minutes, not days!“
Some effective ways to showcase your value:
Your website is your hardest-working sales rep—it’s available 24/7 and often gives prospects their first impression of your company.
Here’s how to make it more effective:
First, put your main value proposition front and center—visitors should understand what you do and who you help within seconds.
Then, make taking action easy:
Trust is everything in SaaS. Nobody wants to bet their business on unproven software.
Following a winning content formula that emphasizes social proof is crucial for building credibility with potential customers.
Here’s how successful SaaS companies build trust:
Through Reviews and Ratings:
Through Content:
Marketing automation can save you tons of time and help you scale, but only if you use it thoughtfully.
Start with these automated workflows:
Remember to keep it personal—nobody likes feeling like they’re talking to a robot.
Use automation to send the right message at the right time, but make sure your communications still feel human and helpful.
Pro Tip: Test your automated emails by sending them to yourself first. If they don’t feel like something you’d want to receive, they probably need work.
Let’s look at the key metrics you should track across different marketing channels to measure success:
Understanding how your content performs helps you create more of what works and improve what doesn’t:
These metrics help you understand if your email campaigns are resonating with your audience:
Track these numbers to gauge your social media effectiveness and audience engagement:
Your website metrics reveal how well you’re converting visitors into leads:
These numbers reveal important insights about your marketing efforts. But remember—building real connections with your audience matters more than just watching metrics climb.
That’s where many tech companies get stuck. Standing out in today’s crowded market isn’t easy when everyone’s using the same playbook.
At Crackerjack Marketing, we take a different approach. We believe B2B marketing should feel human—not like it was created by robots for robots. Our senior team (no interns here!) has been helping companies like yours since 2010, bringing creativity and personality to digital marketing.
We offer a full range of services—from LinkedIn strategy and content creation to SEO and email campaigns—all designed to help you connect meaningfully with your audience.
Want to explore how we can help your brand shine? Let’s chat about your goals and create a plan that works for you.
Despite huge opportunities, B2B SaaS digital marketing brings some obstacles:
Pro Tip: Don’t view these challenges as roadblocks—they’re opportunities to innovate and improve your marketing strategy. Prepare for them to build a more resilient marketing approach that will stand the test of time.
Let’s address some common questions about B2B SaaS digital marketing.
Consider hiring an agency if you:
We at Crackerjack Marketing can help you build a strong B2B SaaS presence through strategic branding and thought leadership. Contact us to learn how!
Current trends include:
Top lead nurturing tactics include:
Growing a successful B2B SaaS company isn’t easy. You need to watch your numbers, nail your marketing, and keep up with constant changes in the industry.
At Crackerjack Marketing, we believe B2B marketing doesn’t have to be boring or templatized. Our award-winning team has been raising awareness and magnetizing leads for premier brands since 2010.
We’re creative strategists who understand tech and deliver results through our customized SPARK process—from situational analysis to KPI-driven implementation.
Want to highlight your brand with bolder strategies? Let’s get started on elevating your business today.
STEPHANIE SCHWAB
CEO & Founder
Stephanie is the Founder and CEO of Crackerjack Marketing.
She’s been in social media for over 20 years, and teaches digital marketing at universities in Barcelona and Bangkok.
Follow her on LinkedIn
for expert LinkedIn and marketing advice.
Categories
The SaaS market is getting crowded. With over 9,100 companies competing in the US alone (as of the time of writing), your chances of breaking into the top 100 are just about 1.1%.
Sounds intimidating, right?
But here’s the good news: you don’t need to be at the top to succeed. Your perfect customers are out there actively searching for solutions like yours, even if you’re a fresh startup or offering an alternative to existing tools.
You just need to get it in front of the right people.
This is exactly where B2B SaaS digital marketing shines. When you’ve got a solid product, all you really need is a smart digital marketing strategy to connect with your ideal customers (or, better yet, help them find you).
Want to skip the trial and error and start reaching the right decision-makers today? Schedule a quick strategy call with our team to map out your path to growth.
Let’s dive into how you can plan your marketing activities to make this happen.
B2B SaaS digital marketing refers to online marketing strategies software-as-a-service companies use to attract, convert, and retain business customers.
Unlike traditional marketing, it promotes subscription-based software solutions to other businesses through digital channels.
Your goal isn’t just to make a one-time sale—you’re building long-term relationships with customers who will hopefully stay for years. This is like a marathon, not a sprint.
Compared to traditional product marketing, SaaS has some unique attributes that impact marketing strategies:
These factors make the B2B SaaS marketing strategy much more nuanced. Let’s see how to approach this systematically.
An impactful B2B SaaS digital marketing strategy requires four key elements:
Before you go into marketing tactics, you must know precisely who you’re talking to. Create a detailed profile of your ideal customer.
But don’t just guess—use data from your current customers and market research.
Start by looking at your most successful current customers:
Here’s what you should find out about your target audience:
You wouldn’t start a road trip without knowing your destination, right?
The same goes for your marketing strategy. You need clear, measurable goals to guide your efforts.
Start with your main business objectives. Do you want to:
Then, translate these into specific metrics you can track.
Common SaaS marketing goals include:
Not all marketing channels are created equal for SaaS companies. You need to be where your potential customers are looking for solutions.
Think about how people search for and evaluate software solutions. They might:
Based on this behavior, here are the most effective channels for SaaS marketing:
Channel | What It’s Best For | Example Activities |
Content Marketing | Educating prospects | Blog posts, guides, videos |
Search Engine Optimization | Getting found online | Keyword optimization, technical SEO |
Email Marketing | Nurturing leads | Newsletters, onboarding emails |
LinkedIn Marketing | B2B networking | Company updates, thought leadership |
Webinars | Product demos | Live demonstrations, Q&A sessions |
Your content needs to map directly to the marketing funnel, addressing customer needs at each stage—from top to bottom.
Think of your marketing funnel:
Your content should match where they are on this journey.
Top of Funnel Content:
Middle of Funnel Content:
Bottom of Funnel Content:
A solid B2B content marketing strategy ensures you’re providing value at every step.
Beyond core elements like ideal customer profiles and channel selection, SaaS brands must also focus on:
When marketing your SaaS product, it’s tempting to talk about all the cool features you’ve built.
But here’s the truth: your potential customers care more about how you can solve their problems than your fancy features.
Start by clearly showing how your software makes their work life better.
For example, instead of saying “AI-powered analytics dashboard,” say, “Get insights about your customers in minutes, not days!“
Some effective ways to showcase your value:
Your website is your hardest-working sales rep—it’s available 24/7 and often gives prospects their first impression of your company.
Here’s how to make it more effective:
First, put your main value proposition front and center—visitors should understand what you do and who you help within seconds.
Then, make taking action easy:
Trust is everything in SaaS. Nobody wants to bet their business on unproven software.
Following a winning content formula that emphasizes social proof is crucial for building credibility with potential customers.
Here’s how successful SaaS companies build trust:
Through Reviews and Ratings:
Through Content:
Marketing automation can save you tons of time and help you scale, but only if you use it thoughtfully.
Start with these automated workflows:
Remember to keep it personal—nobody likes feeling like they’re talking to a robot.
Use automation to send the right message at the right time, but make sure your communications still feel human and helpful.
Pro Tip: Test your automated emails by sending them to yourself first. If they don’t feel like something you’d want to receive, they probably need work.
Let’s look at the key metrics you should track across different marketing channels to measure success:
Understanding how your content performs helps you create more of what works and improve what doesn’t:
These metrics help you understand if your email campaigns are resonating with your audience:
Track these numbers to gauge your social media effectiveness and audience engagement:
Your website metrics reveal how well you’re converting visitors into leads:
These numbers reveal important insights about your marketing efforts. But remember—building real connections with your audience matters more than just watching metrics climb.
That’s where many tech companies get stuck. Standing out in today’s crowded market isn’t easy when everyone’s using the same playbook.
At Crackerjack Marketing, we take a different approach. We believe B2B marketing should feel human—not like it was created by robots for robots. Our senior team (no interns here!) has been helping companies like yours since 2010, bringing creativity and personality to digital marketing.
We offer a full range of services—from LinkedIn strategy and content creation to SEO and email campaigns—all designed to help you connect meaningfully with your audience.
Want to explore how we can help your brand shine? Let’s chat about your goals and create a plan that works for you.
Despite huge opportunities, B2B SaaS digital marketing brings some obstacles:
Pro Tip: Don’t view these challenges as roadblocks—they’re opportunities to innovate and improve your marketing strategy. Prepare for them to build a more resilient marketing approach that will stand the test of time.
Let’s address some common questions about B2B SaaS digital marketing.
Consider hiring an agency if you:
We at Crackerjack Marketing can help you build a strong B2B SaaS presence through strategic branding and thought leadership. Contact us to learn how!
Current trends include:
Top lead nurturing tactics include:
Growing a successful B2B SaaS company isn’t easy. You need to watch your numbers, nail your marketing, and keep up with constant changes in the industry.
At Crackerjack Marketing, we believe B2B marketing doesn’t have to be boring or templatized. Our award-winning team has been raising awareness and magnetizing leads for premier brands since 2010.
We’re creative strategists who understand tech and deliver results through our customized SPARK process—from situational analysis to KPI-driven implementation.
Want to highlight your brand with bolder strategies? Let’s get started on elevating your business today.
Get our Free Editorial Calendar Template.
Are you stressed out by the time it takes to create great content?
In this handy Google Doc, which you can save and use on your own, you’ll get a super-simple layout to guide your content creation and management efforts.
STEPHANIE SCHWAB
CEO & Founder
Stephanie founder and CEO of Crackerjack Marketing.
She’s been in social media for over 20 years, and teaches digital marketing at universities in Barcelona and Bangkok.
Follow her on LinkedIn
for expert LinkedIn and marketing advice.
Join 5,000+ marketers who receive our B2B marketing ideas and insights each week.
Join 5,000+ marketers who receive our B2B marketing ideas and insights each week.
Who we serve
Company
Who we are
Our Services
Blog
Free Editorial Calendar Template
Work With Us
Resources
Chicago, Barcelona, Mumbai
1055 W. Bryn Mawr Suite F-196
Chicago, IL 60660
+1-312-429-5588
Headquarters:
© Copyright 2025 Kyle Partners, LLC, d/b/a Crackerjack Marketing. All rights reserved. | Terms of Service | Privacy Policy