5 Solid Ways to Promote Your B2B SaaS Product in 2024

When something like this happens it's extremely easy for early adopters of tech to pull away from the competition. And those who still employ outdated marketing tactics will easily fall behind and take a big hit.

With all that being said, finding customers through innovative marketing methods has become crucial for any SaaS company today.

Let's go over these strategies in detail!

Table of contents:
Identify Business Weaknesses and Define Opportunities
1. Cold Email Outreach + Lead Sourcing
2. Cold + Warm Outreach on LinkedIn
3. Run Facebook Ads Directly for Your B2B SaaS Product
4. Organic Content Marketing on Social Channels
5. Organic Content Marketing on Blogs
B2B Marketing Is a Two-Way Street

Identify Business Weaknesses and Define Opportunities

Before you even think about reaching out to any business, you must identify their pain points or understand their struggles and business loopholes.

An easy way to do that is to just search the company on Google, click on their website and go over whatever information they have on their website. From there you must identify a gap in their product/service or some other inconsistency keeping their business behind the competition.

Once you have that info you can come up with a strong solution that can help bridge the gap and upscale their business, helping them achieve more in less time.

1. Cold Email Outreach + Lead Sourcing

Before starting cold email outreach, you'll need a fast way to source leads. A tool we found helpful for exactly this is Apollo.

Apollo AI is an advanced sales assistant designed to enhance B2B sales processes. It leverages a vast database of over 275 million contacts and millions of sales engagement data points to help sales teams find, engage, and close deals more effectively.

In the Apollo dashboard, you can easily narrow down a list of leads you want to do business with.

Toggle options like Boolean Search, Job Titles, checking business email verification along with other options to narrow down your leads list.

Bonus tip: Before starting an email marketing automation campaign, definitely go ahead and warm your leads with a tool called Instantly ai. The purpose of doing a lead warm-up like this is to signal to Google or any email platform that your emails should land in people's inboxes instead of spam.

If you wish to start sending professional bulk emails, we have an A to Z guide here on eWay-CRM to help you with that.

2. Cold + Warm Outreach on LinkedIn

A big chunk of the B2B audience is already present on LinkedIn. And you would miss out on not taking advantage of such a huge channel boasting a staggering 320+ million active users per month.

Before starting your outreach on LinkedIn, it's crucial to source your leads and the industry you want to target.

In this guide, I have outlined the process of collecting ICPs (Ideal Customer Profiles) from LinkedIn searches. Go ahead and check it out.

Here are the best outreach practices to follow to turn a cold audience into a warm one:

1. Add your audience through a personalized connection request to bump up the connection approval response rate.
2. Find something in their business you can compliment them on (social posts, their experiences, or anything of common ground), use this as a conversation starter.
3. Always like their posts on LinkedIn or better yet engage to remind them of your presence.
4. Give them constructive feedback on their business. But don't sound too dismissive or arrogant.
5. Show them how your solution can come in and solve their problems and ask for a networking call.

3. Run Facebook Ads Directly for Your B2B SaaS Product

Facebook's advanced targeting options enable B2B marketers to accurately reach key decision-makers and professionals respectable in their industry.

Three primary Facebook audience types facilitate making connections with your B2B buyers: core audience, custom audience, and lookalike audience.

Your best bet here is to utilize interest by targeting for maximum effect. Your job is to target B2B people who have certain interests, activities, and pages they engage with.

So, for this, it would make sense that this type of audience would normally engage with content like business tools, entrepreneurs, professional development, or anything within that realm.

And within the detailed targeting section of the Facebook ads dashboard, make sure to target people who are key decision makers like CEOs, COO, CTOs, VPs, founders, Marketing Managers, etc because they decide whether to opt for your solution or not!

4. Organic Content Marketing on Social Channels

You can use any social media platform to do organic content marketing, but for the sake of being consistent, let's focus on the professional one - LinkedIn.

If I had to say in short what is the best strategy for a startup to grow on LinkedIn, I would say “Focus solely on founder-driven content.”

What I mean is you should rely on a founder's presence on LinkedIn to trap inbound leads. But the type of content you post matters a lot, too. Your target audience will not convert if you post useless or not platform-fitting information. Keep in mind that your audience has to always benefit from what you share with them.

Here's an example to give you a better perspective. Look at Ben Sharf’s LinkedIn profile, he's the co-founder of Platter.

The content he posts on his profile is smart. He shares with his audience podcast suggestions, hiring stories, product updates, webinars, personal stories, and case studies.

This is the kind of content that converts any target audience because they're interested in hearing founder's voice. And seeing how a startup progresses over time.

5. Organic Content Marketing on Blogs

Organic content marketing done through blogging is a powerful way to build long-term relationships with your audience and establish authority in your niche.

When we talk about the best strategy to grow through blogging, I’d sum it up in one phrase: “Consistency with value-driven content.”

This means regularly publishing relevant posts that address the pain points and interests of your target audience.

But remember, not just any content will do. Your audience won’t stick around if your blog lacks substance or relevance.

B2B Marketing Is a Two-Way Street

Don't let anyone tell you promoting a SaaS product is easy because I assure you it's not a walk in the park.

And for starters, don't rely on one marketing strategy to grow your business, because if that fails you won't have anything to rely on. Always have a plan A, B, C, or D down to the last second.

So, my advice for you all SaaS marketers would be to start with collecting emails and start email marketing, because it's the cheapest. Then opt for paid ADs and never skimp on organic content marketing via socials and blogs.