SAAS MARKETING AGENCY
Why It Is Essential To Hire a Saas Marketing Agency
Saas refers to any subscription-based software product. Today, several Saas products come from startups with innovative ideas. These startups offer high-quality services and utilities. However, they can have a hard time convincing prospective customers about the same. It is because a Saas product is not a physical entity.
Due to the nature of the Saas product, the kind of marketing strategies employed here is different. Therefore, every company with a Saas product should hire a Saas marketing agency. An agency will have a better idea about the digital marketing tools that would be effective in this case.
What does a Saas marketing agency do?
For a startup or even any other business, it is imperative to optimize costs. Therefore, it is natural for Saas developers to wonder if there is a need to hire a Saas marketing agency specifically. Why not go with any other digital marketing agency?
A Saas marketing agency deals explicitly with marketing Saas products. It has enough experience in the niche and knows tactics that would work.
As far as marketing is concerned, Saas is a world of its own. While most digital marketing agencies primarily concentrate on reaching a broader target, Saas marketing requires a focus on customer retention. As and when the developer introduces upgrades, the Saas marketing agency may change its marketing campaign.
Saas marketing is much more complicated than marketing a regular product. Therefore, it would be a wiser choice to hire a niche B2B Saas agency.
Digital marketing tools for Saas
Digitization has emerged as one of the core components of marketing. When the product being marketed is itself a digital entity, as in the case of Saas, it makes sense to use digital marketing tools.
Digital agencies can be further subdivided into a range of niches. Given below are the different areas of digital marketing that are popular for Saas products.
• Social media
In the digital era, it is a must for every business to maintain a social media presence. Some marketing agencies even specialize in social media marketing. The goal is to maintain an active presence on all popular social media platforms. It helps in direct engagement with the customers and driving traffic to the business website.
• Digital branding
Marketing agencies that specialize in digital branding and PR are responsible for promoting a business brand through various paid and unpaid channels. It is not only enough for the business to have a strong social media presence. The brand must have a good reputation too. Branding and PR agencies work to achieve that.
• Web development
A website is for many clients, the first point of contact with the Saas startup/company. Therefore, experts recommend hiring a professional website development agency for the task. The website should have a suitable design. An experienced agency can create a website with the right domain name, interactive user interface, and quality content.
• Search Engine Optimization
SEO marketing agencies provide specialized solutions for Saas products such that their brand name appears in relevant search results and occupies the top positions in the popular search engines. SEO agencies can help increase the organic traffic to one’s website.
Saas marketing – additional responsibilities
In addition to the tasks that digital marketing agencies perform, Saas marketing agencies have some extra responsibilities. Listed below are the top responsibilities that are exclusive to a Saas marketing agency.
• Marketing through multiple channels
Several businesses may stick to a single digital marketing strategy – either SEO or social media, or PPC. As Saas products do not generally have a well-defined market, agencies generate and convert traffic from multiple digital channels simultaneously. Such integrated campaigns have proven to be beneficial for Saas.
• Customer acquisition
Customer acquisition is one of the top areas of concern in Saas. Gaining a customer happens through a sequence of steps. A right Saas marketing agency would identify the various stages that a buyer uses and create appropriate content for each location.
• Custom strategy for each Saas stage
The marketing agency must provide a strategy based on the stage of Saas the company is in. For instance, if the company has reached the product/market fit stage, the agency need not focus on branding and PR. Instead, the focus will be on scaling up market penetration.
Reasons to hire a Saas marketing agency
Here are some of the compelling reasons to hire a Saas marketing agency. The list will further elaborate on the benefits of the same.
• To handle unique Saas marketing problems
Be it the large tech companies or the smaller Saas startups, they all face some unique issues to Saas marketing. For instance, companies may not think about long-term goals such as generating leads and retaining customers when they are excited about achieving rapid growth in a short interval.
• To cut costs, save time
Even if a Saas company has an in-house marketing team, the members may or may not be equipped to handle Saas's marketing challenges. Recruiting new members would cost a lot of time and money. On the other hand, a Saas marketing agency has enough experience in Saas marketing and will not drain the company’s resources.
• To focus on client engagement
Saas developers face the need to provide upgrades for their software products continuously. If the marketing burden is off their shoulders, they can concentrate better on client engagement, customer support, and old customers' retention.
• The agency’s valuable experience
The Saas startup members may not have the necessary expertise to carry out a Saas marketing campaign. Instead of executing one’s campaign and hoping for it to succeed, it is wiser to hire an agency with a proven track record. This way, the company can minimize the chances of a marketing campaign failure.
• A Better shot at customer acquisition
Most Saas companies are aware of the importance of customer acquisition. But the problem lies in not knowing how to get there. A good Saas marketing agency builds custom plans for their client based on the company and product goals. With an agency, the company can expect to have a better acquisition rate.
In some cases, hiring an agency can help get access to automation software at a lower cost. There are plenty of advantages of using an agency’s help to market a Saas product. Finding the right agency may be difficult in the initial stages. The trick is to look for niche B2B agencies to narrow down the search. Further, one can easily find the experiences of past Saas developers with a particular agency. Based on this information, it should no more be a difficult decision.
How to choose the right Saas marketing agency1400
With several marketing agencies pitching for partnerships with Saas startups, developers can have a hard time deciding which agency to choose. To help Saas companies, given below is a list of factors to consider before selecting a Saas marketing agency.
• Full-fledged vs. specialized services
Some companies consider hiring services specializing in specific digital marketing tools – either SEO or content marketing, or website development. Saas startups who have just entered the arena are better off with marketing agencies that provide full-fledged services.
• Primary objectives
It is essential to hire an agency whose goals align with that of the Saas company. For instance, consider a company that has already launched its product. It would have to hire a marketing agency with a good outbound sales capability.
• In-house team Vs. outsourcing
For new startups, having an in-house marketing team at the executive level would be a difficult task. Therefore, most startups tend to outsource their marketing duties to a Saas marketing agency. Well-established firms, on the other hand, can afford to have their marketing executives and specialists.
• Relevant experience
It does not matter how long a marketing agency has been in business. One must count the agency’s experience related to Saas products. Selecting a top marketing agency that deals with retails goods will do no good to a Saas startup. Communicate with the agency to know their experience.
Successfully marketing a Saas product requires in-depth knowledge of how Saas products work. Therefore, Saas companies must ensure they partner with a reputed marketing agency for the same.
The final word
Generally, marketing agencies work on multiple goals – making sales, raising brand awareness, etc. However, a Saas marketing agency uses many digital marketing tools to get the prospective customer to sign up for a free trial or a demo session.
In Saas marketing, there are no one-size-fits-all solutions. Today, Saas products exist for users from varying backgrounds. Therefore, each startup has its own domain-based goals and challenges. It is best to hire an agency that offers customized solutions to each client, based on what they want to achieve. Saas companies have a short interval of popularity, within which they must achieve rapid growth. After that, they will quickly be replaced by other newer tools.