Building a successful SaaS marketing team is no easy task. It takes work, dedication, and, most importantly, an effective marketing strategy. But what makes it an effective marketing strategy? Well, that depends on the team you assemble.
However, some general tips can help you build an excellent SaaS marketing team. So, if you want to scale your business to the next level, keep reading for nine tips on structuring your marketing team.
Table of Contents
1. Break Down the Three Marketing Bubbles
Every SaaS marketing team should have three types of marketing experts: growth, product, and brand marketing.
- Growth Marketing – Growth marketing is about acquiring new users or prospects and retaining them. This team is responsible for creating awareness, generating leads, and driving conversions to sales.
- Product Marketing – Product marketing is focused on positioning, messaging, and go-to-market strategy. This team is responsible for communicating the product’s or service’s value to current and potential customers.
- Brand Marketing – Brand marketing is all about creating and maintaining a strong brand identity. This team is responsible for everything from developing the brand strategy to creating and executing marketing campaigns.
2. Hire a SaaS Marketing Agency
The head of marketing is responsible for overseeing all marketing activities and ensuring that they align with the company’s overall business strategy. The head of marketing typically hires a SaaS marketing agency with the necessary skills and experience to fill in for in-house gaps in resources.
3. Create a Marketing Plan
The marketing agency will help develop a marketing strategy and plan. This plan should include your marketing goals, budget, and timeline. Without a comprehensive marketing plan, it will be very difficult to measure success or adjust as needed.
4. Invest in Marketing Automation
Marketing automation is a must for any SaaS company. It allows you to automate repetitive tasks, such as email marketing, social media, and lead generation. By automating aspects of your marketing, your team will be free to focus on more important tasks, such as creating content and developing strategies.
5. Develop a Content Marketing Strategy
Content is an essential element of any marketing strategy. It’s what will help you attract and educate new users and keep them engaged with your brand, products, and services. A successful business-to-business (B2B) content marketing program and should include messaging that tells a compelling story about how you solve the target audiences’ problems. This is typically communicated through blog posts, websites, social media communications, eBooks, infographics and webinars, to name a few.
6. Create a Social Media Plan
Social media is a powerful tool you can use to generate leads, drive authoritative backlinks into your website to support your SEO program, build brand awareness, and drive conversions. However, it’s important to have a plan before you start posting. This plan should include your goals, target audiences, and content strategy. From there your SaaS marketing team and agency can develop and execute a program to present you products and services to people and companies who need what you sell.
7. Invest in SEO
SEO is critical for any SaaS company that wants to be visible online. It is what will help you rank higher in search engine results and pull more traffic to your website. There are several different SEO strategies, including organic SEO and local SEO, so it’s important to find those that best help you connect with your target audiences.
8. Use Paid Advertising
Paid advertising is a great way to generate leads and drive conversions. Paid online advertising, including paid search ads and social ads, allows you to reach a larger audience and target specific audiences. However, it’s important to leverage paid advertising carefully, as it can be expensive if not monitored closely. A B2B Marketing agency can help you get better results.
9. Measure Your Results
Finally, your marketing agency needs to measure your marketing results. This will help them determine what’s working and what needs to be improved. Be sure to come to an agreement at the start about what metrics you’ll measure to track performance. Typically, these include: marketing contacts, marketing qualified leads, sales accepted leads, sales qualified leads, opportunities, and closed won/lost.
SaaS marketing can be a complex process, but it doesn’t have to be overwhelming. You can simplify it by breaking it down into smaller programs and hiring a B2B marketing team of experts to help you. Follow these 9 steps with an experienced B2B Saas Marketing agency, and you’ll be on your way to the success your business deserves.