When it comes to B2B marketing, SaaS companies face a unique set of challenges. They need to generate leads and awareness among potential customers who may not be actively looking for their product.

The best B2B SaaS marketing campaigns are targeted, personalized, and relevant to their audience. By using the latest marketing technologies and tools, you can find and convert your ideal customer more effectively–and save serious time and effort.

Lead Generation

Generating leads is the first step in any marketing campaign. But for SaaS companies, it can be difficult to find leads that are both interested and qualified.

To find leads with a high potential to convert, start with lead generation tools that can help you identify and target the right prospects. Leadfeeder and LinkedIn Sales Navigator are two examples of effective, user-friendly apps that can help you track down leads that match your buyer personae.

Both these programs offer free trials, so you can test them out and see which one works better for your business.

Leadfinder 

Leadfinder works by matching your company’s website visitors with company IP addresses. This way, you can see who’s been checking you out.

Beyond simply identifying visitors, Leadfinder helps you explore the companies coming into contact with your site–you’ll be able to search a company’s employee database, identify key decision-makers, and find their social media profiles or contact details.

In addition, you can segment your site visitors according to behavioral and demographic factors, meaning you can zero in on the highest-potential leads and invest extra effort into converting them.

LinkedIn Sales Navigator

LinkedIn Sales Navigator is a tool designed to help salespeople find leads on LinkedIn. It allows you to target specific companies and job titles, and then provides you with contact information and the ability to connect with them on LinkedIn.

You’ll also be able to see who has recently joined a company, which can be a great way to target new leads.

To get the most out of either of these tools, start by creating a list of criteria for your ideal customer. This will help you narrow down your search and find the best leads. Once you have a list of leads, reach out and introduce yourself.

Landing Page Optimization

Finding leads is a significant start, but the best B2B SaaS marketing campaigns take a strategic approach to converting them into paying, long-term customers–a process called “nurturing”. 

There are many elements involved in a successful lead nurturing campaign, but one of the most important is your website.

An attractive, well-optimized landing page can be the difference between a successful campaign and a failed one. But designing and optimizing a landing page is a lot of work… unless you have the right tools.

These two apps are used in some of the best B2B SaaS marketing campaigns. They’ll help you create a high-converting website quickly and easily, with no specialized web design or coding knowledge required.

Unbounce

Unbounce is a tool that helps you create, publish, and test landing pages. It's designed for marketers, so it's easy to use and has a lot of features to help you create high-converting landing pages. 

One of the best features of Unbounce is the ability to A/B test your pages. This means you can create two versions of a page and test which one performs better. This is a great way to optimize your pages for conversions.

Instapage

Instapage allows you to target your page optimization even further: you can use it to create personalized pages for each visitor. 

Instapage’s Dynamic Text Replacement that automatically changes the text on your pages to match the keywords that your visitors are searching for. This is a great way to ensure that your pages are relevant to your visitors.

This program also has a feature called Smart Traffic that uses data from your Google Analytics account to show you which pages are converting the most visitors. Armed with this knowledge, you can start creating similar pages for other segments of your audience.

Email Marketing

A strong email marketing campaign is one of the keys to success for any B2B SaaS company. While there are a number of ways to create and execute an email marketing campaign, automated tools can help make the process both easier and more effective.

MailChimp

MailChimp is a highly popular email marketing tool that offers a number of features ideal for B2B SaaS companies, including segmentation, automation, and reporting.

The segmentation tool allows you to target your campaigns to specific groups of people, such as those who have engaged with your brand in the past or those who live in a certain geographic area.

Using MailChimp’s automation feature, you can then set up certain emails to be automatically triggered by certain events, such as when a customer subscribes to your mailing list or makes a purchase.

When you're ready to dig into the results of your campaign, Mailchimp offers fairly robust reporting features, including a number of standard reports and the ability to create custom views.

MailChimp offers a free plan for up to 2,000 subscribers, making it a good option for startups on a tight marketing budget, and for companies that are just getting started with email marketing. 

Drip

Drip is a popular email marketing automation tool that helps businesses create and manage their email marketing campaigns. Drip’s features include email list segmentation, customizable email templates, and automatic email sequences.

Using Drip, you can create an email sequence for each stage of the buyer’s journey, from awareness to consideration to decision. This ensures that each lead receives the most relevant and timely information, increasing the likelihood of conversion. 

Setting these sequences up is simple and straightforward; you can even use Drip’s drag-and-drop email builder to create custom emails without any HTML knowledge.

Though Drip does not offer a free plan, it does provide a 14-day free trial, so you can freely explore its features before committing to a subscription.

In Summary

The world of B2B SaaS marketing can seem daunting. Your target market is other businesses, which can be difficult to reach, and you need to find a way to stand out in a crowded marketplace.

On top of that, when your product is software, finding the right language and imagery to articulate your value proposition can be uniquely challenging.

These days, the best B2B SaaS marketing campaigns make use of automated tools to increase both effectiveness and efficiency. 

The tools profiled here will take a lot of the legwork out of finding and converting leads, so you can focus on what you do best: building a great SaaS product.