Account-Based Marketing and SaaS: The Secret to B2B Sales

Account-Based Marketing and SaaS: The Secret to B2B Sales

The B2B sales industry is drastically different from direct-to-consumer marketing. This is especially true for companies that specialize in software as a service (SaaS) sales.

As a SaaS B2B provider, you have probably encountered numerous hurdles while attempting to increase sales. You may have spent thousands of dollars on broad marketing tactics and acquiring leads that were a poor fit for your service. If that sounds familiar, you are not alone.

Insights ABM is an account-based marketing agency in Dallas. We have encountered dozens of SaaS B2B clients that have used similar marketing strategies and experienced nearly identical results.

Fortunately, we have found the perfect solution for B2B SaaS through a strategy known as account-based marketing.

What is ABM?

Account-based marketing (ABM) does away with broad advertising campaigns. Instead, businesses send targeted content to high-value accounts. These messages can be individualized or can be created for a handful of clients in the same industry.

ABM focuses on engaging with decision-makers and building relationships. The end goal is to open that client up to SaaS sales opportunities.

Your business can conduct ABM marketing through a variety of mediums, including email. In fact, 79% of B2B advertisers consider email to be their most effective distribution method. However, social media content, blogs, and video marketing should also be included in your ABM campaigns.

Benefits of Account-Based Marketing

There are numerous benefits to ABM, which is why so many B2B companies are incorporating it into their sales strategies. The biggest perks of ABM include:

Marketing and Sales Unity

Chances are that your marketing and sales teams work independently of one another most of the time. One of the first steps to implementing an ABM strategy involves merging these two resources.

By unifying sales and marketing professionals, you can produce consistent, quality content. You will also boost brand awareness and team morale. Everyone will be on the same page, which means that they will be better prepared to serve your clients well.

High ROI

Broad-spectrum advertising is incredibly wasteful, especially when it comes to B2B sales. With ABM, you can make the most out of your advertising budget and improve your return on investment. You will spend less money generating leads and increase conversion rates.

How to Start Your ABM Campaign

Now that you know about the tremendous benefits of ABM, you may be ready to launch your own campaign. However, you might not know where to begin. Don’t worry, we can help with that, too! Here’s what we’d suggest:

Identify Target Accounts

The first step is to lay the groundwork for your targeted marketing efforts. This means that you must identify which accounts are most valuable to your business.

You should start by reviewing data on existing customers. Look for shared characteristics among your top revenue generators and use that information to define your ideal client.

Research Top Clients

Once you have identified the accounts you want to target, it is time to research them. Identify pain points that these businesses are struggling with. Determine how your SaaS can solve these problems and incorporate that information into your marketing content. 

You want prospective clients to see buying your service as “value add,” not “money spent.”

Create Tailor-Made Content

The final stage of implementing your ABM program involves creating custom content. You can produce unique content for every single target account. The alternative is to categorize prospects by industry and pain point.

Let’s say that five clients in the same industry are dealing with identical problems. Instead of wasting resources on producing five sets of individualized content, construct your messaging in a way that resonates with each of the prospective accounts.

Contact an Account-Based Marketing Agency

If you want to optimize your account-based marketing strategy, we recommend partnering with a proven team of strategists like the ones at Insights ABM. Our experts have the tools and experience necessary to help you connect with consumers, boost revenue, and generate sales. Contact us today for a free consultation! 

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.