Our B2B SaaS Marketing Strategy | + Growth Template

“Let’s dive deep into the world of SaaS B2B marketing. All of the strategies we’ll discuss below are feisty non-paid growth strategies.”

Written By Sterling Sweeney: Published March 6th, 2020 | Updated March 6th, 2020.

Sterling Sweeney is a growth hacker and the driving force behind WhalePages, a SaaS marketing agency ⚡. Today, he explores his favorite B2B SaaS marketing techniques. 

23 Minute Read

A B2B SaaS Marketing Strategy That Yields Predictable and Consistent MoM (Month over Month) Growth

At WhalePages we understand B2B marketing. Not only do many of our clients have SaaS companies in the B2B space, but we ourselves are a B2B company.

100% of our clients are businesses and therefore 100% of our own growth is driven through the B2B marketing strategies we’ll discuss in the SaaS growth series you’ll find below.

For us, this is a fascinating topic, because rapid growth requires that you, as a SaaS founder, are great at strategy, meaning that you need to be able to zoom out and map out systems that will continue to work for you in 5 years down the line, while at the same time being able to zoom in and deal with the day to day tactics and operational needs to keep your bigger systems functioning as planned. A strategy on its own does nothing, and tactics without a strategy generally lead to inconsistent, unpredictable, and low levels of growth.

If we could give all SaaS founders only one super power it would be this. To be able to zoom out 🛰️ and plan the high level strategy, and then zoom in and deal with the atomic level execution 🔬. There needs to be perfect synergy between the two to make growth happen.

Unfortunately, very few SaaS founders have this skill. Generally, they are good at top level planning or in-the-trenches execution. Rarely are they good at both.

Therefore, our goal today to deconstruct seemingly complex SaaS growth framework that we use at WhalePages, and break this framework down into manageable and easy to undertsand systems.

This is a large topic so we’re going to present this growth framework to you as a series of tutorials. This SaaS growth series will be broken up as follows:

1. Content marketing (Video, audio, text)
2. Content distribution (manual / automated)
3. SEO
4. Social media
5. Social listening
6. Email marketing
7. Partnerships
8. Paid marketing
9. Outbound Sales
10. Pipeline management

Put Your Growth Framework in Place ( 🛰️ + 🔬 = 🚀) and Understand the Difference Between Strategy and Tactics

Throughout this series, we’ll explore each part of this growth framework in more depth. However, for now, we just want to zoom out and give you a top level overview of our growth template.

When thinking about growth we believe it’s important to clearly map out your growth strategy and the tactics you’ll use within your broader strategy. For example, here is our larger strategy.

b2b SaaS marketing Strategy (template)

This template will make more sense once you start going through the individual articles within this series.

Designing a growth strategy can be a big challenge for a lot of startup SaaS companies, especially if they don’t have a lot of previous experience with growth. Committing to a strategy means you’re committing to a huge amount of risk.

Strategies are forward facing with a focus on future results. Tactics on the other hand, are the operational activities ⚙️ that help give momentum to your strategy. If there is friction between strategy and tactics, you’ll find yourself spinning your wheels, working hard, but not making progress. 

A common problem I see, is when SaaS founders focus on tactics with no regard to how those tactics fit into a larger strategy. What often results is that SaaS teams focus on the “flavor of the day” marketing tactic. They never give themselves the opportunity to get truly exceptional at one tactic. They flop around every few months, never fully committing to any clear path forward.

We’ll talk on this more below, but premature tactic abandonment can do tremendous amounts of damage to your growth campaign. Generally speaking, if a tactic isn’t working for you, it’s often because you’re not learning quickly enough and applying your new knowledge to the optimization of that tactic. There are of course, expectation to this rule, however, our general rule of thumb when it comes to optimizing operational efficiency is that if a tactic is not working for us, it’s likely due to our speed of learning about how to best optimize the tactic.

For example a SaaS founder might try a tactic like LinkedIn lead generation, cold email outreach or content marketing. However, if these growth tactics don’t produce immediate results, the SaaS founder will often move on. What results is a haphazard SaaS growth campaign. 

At WhalePages we’re lucky because we’ve been able to test a huge assortment of both strategies and tactics over the last 20 years. We’ve grown web properties into the millions of views. So we’ve been able to see what works and what doesn’t.

Using this experience we’ve put together the following repeatable, scalable and predictable B2B marketing marketing strategy for SaaS companies. This is the exact growth framework we use for our company as well. And it works. If you need proof, you’re reading this right now….. just as we planned you would. We spent a lot of time and energy getting you onto this page today. It hasn’t been easy, but we did it and you can do it too. Let us show you how.

Establish Clear KPIs to Measure Your Growth Framework’s Effectiveness

In order to understand the effectiveness of any type of marketing or growth campaign, you need know what your KPIs are. At WhalePages, we focus mostly on traffic growth, so we’ve designed this framework to bring in as much awareness to your SaaS website as possible.

In the majority of cases, this growth framework brings in 20% – 80% MoM growth. So let’s dive into the series. 

Let’s Jump Into the Series

Simply start making your way through this series by click on the links below.

1. Content marketing (Video, audio, text)
2. Content distribution (manual / automated)
3. SEO
4. Social media
5. Social listening
6. Email marketing
7. Partnerships
8. Paid marketing
9. Outbound Sales
10. Pipeline management

Written By Sterling Sweeney: Published March 6th, 2020 | Updated March 6th, 2020.

Sterling Sweeney is a growth hacker and the driving force behind WhalePages, a SaaS marketing agency So, if you have a SaaS company and you’re kinda into things like website traffic and increasing your MRR, then be sure to check out our homepage. 

w
Let’s Chat!

Like This Article? Great. We Have Lots More!

 Have Something Helpful To Add to the Conversation?

We create content, like the content above, to help SaaS entrepreneurs grow their software companies. The more people who contribute to our SaaS marketing blog, the more valuable our blog will be. So, if you have something interesting to add on to this conversation please use the comment section below to contribute. We’d love to hear about your related experiences, ideas or questions.

 The Discussion So Far

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

SaaS Goes From ZERO to $40,000/m. Learn How.

Get actionable SaaS traffic and sales growth insights delivered to your inbox.

We've just sent you an email with a link to the SaaS growth case study! If you don't receive it within 2 minutes be sure to check your bulk mail or promotions folder.