So why does it work for SaaS? Well, first of all, marketing SaaS is a tough job your marketing something that has no physical presence. On top of this you need to know the target audience that your software will appeal too, otherwise, you will be wasting your time and money.
So, based on this, I feel that Account Based Marketing is the solution. Account Based Marketing (ABM), is a sales and marketing marriage to target key personnel in your key targeted accounts, rather than individuals. This delivers a bigger and better picture of your buyer needs, pain points and biases. As you can see this takes your research to a new level which will, in return, allow you to persuade your targets to love your SaaS.
ABM is a great for targeting enterprise companies. Why? Because there are often multiple decision makers that can influence the decision of whether a new technology is chosen. As a result, it makes sense to consider how personalised content can be shared with multiple personnel, and the core message is adapted depending on the persona.
SaaS ABM Campaign
The ABM process begins with getting the groundwork right. By this, I mean investing the time to identify the target accounts you want to go after and the key personnel within those accounts that you want to influence. It’s key that you gain an in-depth understanding of the key personnel, such as their daily challenges, pain points, priorities and preferred communication channels. All of this research will allow you to understand them better and create content that resonates with them.
As mentioned above, you want to create content that resonates- this is the next step. You want to create your sales plays and map out your content so you can nurture your prospects through their individual buyer journeys. You should ideally create a bank of content for the three stages of the content funnel, which are top of the funnel (TOFU), middle of the funnel (MOFU) and bottom of the funnel (BOFU). Each piece of content and touch point must be informative, relevant, engaging and offer value to the particular contact. It is important to invest the time in creating good quality content in a range of media formats, which is not only visually appealing but a useful resource.
You have your content which has been created for your target audience, now it’s about making sure it reaches them. Develop a marketing strategy and plan which outlines clearly your marketing outreach, medium, channel(s) and desired outcome, not to mention the sales touch points and interactions.
Once you go live with your campaign and start to nurture your accounts it’s important to measure the results. As ABM is so specific and targeted you need to continuously track what tactics are generating engagement to ensure ROI.
Are you ready for more ABM insight?
If ABM sounds like a plan for your SaaS business but you want to know more, take a look at our guide. To back up my thoughts as to why ABM is ideal for SaaS businesses I’ve compiled this guide ‘Getting started with Account Based Marketing’ especially for you as it covers the key stages.
- Creating your ABM team.
- Defining your goals and strategy
- Your ABM Technology
- Identifying and prioritizing key accounts
- Choosing your communication channels
- Creating your messaging
- Plan your outreach
- Start your outreach