Intro to Inbound Marketing for SaaS Companies

Hi, I'm Carly from New Breed. Welcome to the introduction to inbound marketing for SaaS companies. The inbound marketing methodology has quickly become an essential piece to marketing strategies across the globe. Inbound marketing is designed to attract visitors to your website, engage with prospects to build lasting relationships, and continue to delight them through meaningful content. Most importantly, inbound marketing focuses on unifying your marketing and sales process. This is why inbound marketing has become a cornerstone of successful SaaS marketing. It lowers the cost of customer acquisition, allows the business to scale, shortens the sales cycle and increases customer retention. The innovative nature of inbound marketing aligns the content that your company produces with the ideal customer's interests and enables the customer to be empowered throughout the buying process. Planning for success that will increase revenue and customer engagement starts with a solid brand foundation and aligning your messaging to the needs of your customers. This is effectively accomplished through the creation of buyer Personas and conversion paths. Buyer Personas are semi fictional characters that represent your ideal customer. Buyer Personas help refine your marketing strategy and align them around your target customer. Conversion paths are another essential part of inbound marketing. They show the way that a user will move through the buying process. Conversion paths are important to understanding how to position content and structure web pages now, before you can start generating those valuable leads, you first need to think about how you're going to get those visitors to your website. This starts with a plan that outlines the various inbound tactics that you're going to use to draw people to your site and ultimately keep them coming back for more. These tactics are often blogging, social media, social media, website optimization, and SEO. With these tactics properly set up, you should be generating plenty of leads and now it's time to start engaging with them. Engagement tactics include email marketing campaigns, lead management, conversation bots, videos, calls to action forms and meetings. The engagement tactics start conversations between your target customers and your brand. It positions you as a leader in the field and puts your company at top of mind through multi channel conversations. The delight stage is where you continue delivering the right messages and content at the right times. By creating contextually relevant conversations with customers, you're able to build brand loyalty. It's about providing unbeatable experiences to your customers to keep them coming back. If you're a software as a service company, you know there are unique challenges to how you approach your marketing and sales. After all, you're marketing something that has no physical presence and and is rapidly changing. It's important to implement key tactics at the beginning of your SaaS marketing journey. In order to optimize your efforts. Goal Setting One of the biggest challenges that marketers face today is how to set and measure goals for their departments. For SaaS companies specifically, marketing teams are tasked with lead generation, sales pipeline contribution and revenue generation. It is important that you identify and set measurable goals early in your inbound marketing to ensure clarity and effectiveness. Web Design and Optimization. Your website is where you generate your leads and the most successful SaaS websites have five key inbound elements that ensure a value proposition a pricing page, free demo, CTAs, pop ups and live chats. Continued web optimization is crucial in the SaaS environment. Strategic A B tests are a great strategy for identifying opportunities for optimization. Finally, lead handoff to sales. This is where alignment between marketing and sales comes into play. Inbound leads are the most valuable high converting leads for sales and if you don't engage with them in the right way, the value of those leads drops quickly. Unifying your marketing and sales teams is pivotal in a successful SaaS inbound strategy. Here at New Breed, we work with high growth SaaS B2B companies to increase revenue through the inbound marketing methodology. From buyer Personas, inbound readiness, content strategy and web optimization, we deliver lasting results that attract, engage and delight your customers.