The Ultimate Guide to Crafting B2B SaaS Marketing Plans That Work

If you’re diving into the world of B2B SaaS, you know the importance of a robust b2b saas marketing plan. It’s not just about selling software; it’s about creating a strategy that resonates with businesses looking for solutions that you offer. This guide is your blueprint to constructing a marketing plan that not only reaches but also converts your target audience. Let’s dive in!

B2B SaaS Marketing: Step 1 – Conduct Thorough Market Research and Segmentation

Understanding your market is the cornerstone of any successful marketing strategy. For B2B SaaS, this means diving deep into who your buyers are, what challenges they face, and how your product can solve these problems within the context of your business model. Understanding the business model is crucial in crafting a SaaS marketing strategy as it impacts target audiences, growth strategies, and marketing approaches. Use tools like surveys, industry reports, and interviews to gather data.

Segmentation is key. Break down your target audience by industry, company size, or even specific roles within companies. This tailored approach allows for more personalized marketing efforts that are more likely to resonate. For example, Slack, the messaging tool, initially targeted startups before scaling to larger enterprises, adapting its marketing to suit each segment’s unique needs.

Here is a great video by TK Kadar on Marketing Segmentation. He covers the 4 main types of market segmentation which he labels GEO, Firmographic, Behavior, and Needs. Give it a watch!

Step 2: Analyze Your Competitors

What are your competitors doing right? More importantly, what gaps are they leaving that you can fill? To effectively compete, develop marketing tactics by identifying target audiences, creating personas, and tailoring campaigns to reach specific groups. Conduct a SWOT analysis to evaluate their strengths, weaknesses, opportunities, and threats. This will help you carve out a niche in the crowded SaaS marketplace.

Tools like SEMrush and Ahrefs can provide insights into your competitors’ keyword strategies and backlink profiles, giving you a leg up in your SEO and content marketing efforts.

*Tip: If you don’t have the budget to pay for one of these tools…you can also find a freelancer or someone on Upwork (or similar service) that can run these reports for you.

Step 3: Develop a Compelling SaaS Marketing Strategy

Your value proposition should succinctly describe why your SaaS is the solution to your customer’s problems. It’s not just about features; it’s about real benefits. In the book “They Ask, You Answer” Marcus Sheridan (a marketing leader) advocates for a strategy centered on creating transparent, educational content that directly addresses the questions and concerns of potential customers to build trust and drive business growth. This is the way consumers are moving and your messaging shouldn’t be any different.

What are you being asked everyday?

Keep notes… Then… Actually answer those questions on your site and in your marketing materials.

Understanding and addressing the customer journey is crucial in creating a compelling value proposition. For instance, Salesforce doesn’t just sell customer relationship management (CRM) software; they offer a way to better connect with customers and streamline operations.

A strong value proposition is relatable, clear, and specific. It differentiates you from the competition and is the hook that will grab potential customers.

Step 4: Choose the Right Marketing Channels for Your SaaS Business

Not all marketing channels are created equal, especially in the B2B SaaS space. Depending on your audience, you might find more success with LinkedIn marketing than Instagram, or you might see better ROI from PPC marketing campaigns than from influencer collaborations.

Account-based marketing plays a crucial role in B2B SaaS by creating personalized campaigns for each target account, nurturing relationships with key decision-makers, and delivering more personalized content to engage with high-value accounts and decision-makers within those accounts.

Content Marketing and SEO:

Essential for building thought leadership and organic search traffic. Blogs, whitepapers, and case studies can position your SaaS as the go-to solution in your niche. Email Marketing: Perfect for nurturing leads through tailored content, from educational materials to product demos and free trials. Social Media: LinkedIn is particularly powerful for B2B engagements, offering a platform for both content distribution and direct engagement with decision-makers.

Step 5: Implement Your Plan with Precision

With your channels selected, it’s time to bring your marketing plan to life. Having a well-defined marketing team is crucial to effectively implement the plan. Set clear objectives and strategies for each channel, define your budget, and establish timelines. Use project management tools like Asana or Trello to keep track of tasks and deadlines.

Here’s a great video highlighting some of the best ways to use Asana. (Trello is great too but…Asana…Wow!)

Remember, the best plans are flexible. Be ready to adjust your strategies based on performance data and market feedback.

Step 6: Measure, Analyze, and Optimize for Existing Customers

What gets measured, gets managed. Define key performance indicators (KPIs) like customer acquisition cost (CAC), lifetime value (LTV), and conversion rates to form a robust SEO strategy. Tools like Google Analytics and HubSpot can help track these metrics, providing insights that will help you tweak your campaigns for better results. Additionally, search engine optimization plays a crucial role in tracking and improving marketing performance, driving organic leads, and increasing website visibility.

Step 7: Scale and Evolve Your SaaS Business

As your SaaS business grows, your marketing strategies should grow with it. Retaining and nurturing existing customers is crucial to address customer churn and drive sustainable growth. Scaling your efforts might mean increasing your ad spend, expanding into new markets, or doubling down on the most effective channels. Always keep an eye on industry trends and be ready to pivot your approach to stay ahead in the sales funnel.

One of Nerdstack’s favorite SaaS stories is Slack. We use it to communicate with our team, plan topics, and much more. Take a look at this interview with Stewart Butterfield (founder of Slack) and how they were able to evolve and Scale to Unicorn status.

What did you learn that you can apply to your own business?


Creating a B2B SaaS marketing plan is no small feat, but with the right approach, it’s entirely within your reach. SaaS companies face unique challenges and fierce competition, making a well-crafted SaaS marketing strategy essential for success. Remember, the goal is to be as informed as possible about your market, clear about your value, strategic with your channels, and relentless in your optimization efforts.

Ready to take your B2B SaaS to the next level? Start with these steps, and don’t forget to continuously test and refine your strategies. For more insights and a downloadable marketing plan template, sign up for our newsletter. Let’s get your SaaS product in front of the businesses that need it most!

Tim Jones

Tim has worked as a marketing professional for 10+ years. He earned his MBA with a focus in Digital Marketing in 2021. He's an expert in web development, SEO, PPC, and content marketing. He currently runs a successful marketing agency and works as a SVP for a national non-profit foundation.

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