The Comprehensive Guide to B2B SaaS Marketing

04.05.23 // Joyce Collarde


As the B2B landscape continues to evolve, it is essential for companies to stay ahead of the curve with their marketing strategies if they want to reach their target audiences, grow their market share, and build trust. In this B2B SaaS marketing guide, Obility shares its philosophy and approach to B2B SaaS marketing, from setting goals to performing B2B market research, crafting messaging that resonates with your B2B audience, embracing personalization, integrating UX and UI, obsessively measuring performance, and committing to continuous testing. 


What is B2B Marketing?


B2B marketing refers to the marketing of products or services to other businesses and organizations. It holds several key distinctions from B2C marketing, which is oriented toward consumers.

The strategies used in B2B marketing are often quite different from those used in B2C marketing. Because the B2B sales cycle can be very long, B2B marketers need to craft long-term strategies and focus on providing value to users throughout the sales cycle. Return on investment (ROI) is an important aspect of B2B marketing and a primary focus for corporate decision-makers, it’s at the heart of Obility’s approach to digital marketing.


Setting Goals and Performance Metrics


Setting goals and performance metrics is an essential step for any B2B SaaS marketing campaign. Goals should be clear, attainable, and measurable. Obility’s goal-setting process is based on our client’s objectives: are we looking to increase brand awareness? Generate more leads? Increase customer retention rates? Each goal will have a specific target that can be measured to determine success.

Once goals are defined, it’s time to set up performance metrics. Metrics should measure both quantitative and qualitative objectives such as click-through rate, conversion rates, cost per lead, cost per acquisition, number of MQLs, etc. Obility tracks these performance metrics in customized dashboards to provide insight into how successful our marketing campaigns are. 

Performance metrics not only help track progress toward meeting our goals but also provide valuable insights that can inform future strategies. For instance, campaigns are performing better than others in terms of reach or engagement rate then could indicate where investments should be made next or which strategies require improvement.


Ultimately, setting clear goals and tracking relevant performance metrics is key to maximizing the success of our B2B SaaS marketing efforts by providing data to identify opportunities for growth and make informed decisions about their strategy going forward.


Starting with Effective B2B Market Research


Once your goals are identified and set up, the next step is to research your B2B competitors and identify their strengths and potential gaps between them and your solution. 

Effective B2B market research is a critical component of successful B2B marketing strategies. It involves gathering and analyzing relevant data and insights about the target market, industry trends, competitor activities, and customer needs. 

Conducting thorough market research is crucial for B2B companies to make informed decisions, identify untapped opportunities, and develop tailored strategies that resonate with their target audience. It allows B2B businesses to gain a deep understanding of their customer’s pain points, preferences, and purchasing behaviors, while will help them craft compelling value propositions and deliver targeted solutions to their audience. 

Additionally, effective B2B market research helps identify emerging trends, industry shifts, and competitive threats, allowing organizations to adapt and stay ahead of the curve. By continuously monitoring and evaluating market dynamics, B2B companies can optimize their product development, pricing, distribution, and marketing efforts, resulting in improved customer satisfaction, higher sales volumes, and long-term business growth.


Using Thought Leadership to Build Trust and Credibility


Because the B2B sales cycle is long and requires significant audience education, thought leadership is a powerful strategy for building trust and credibility with your prospects. 

Thought leadership involves positioning oneself or one’s company as a trusted authority and industry expert through the sharing of valuable insights, expertise, and innovative ideas. By consistently offering high-quality, thought-provoking content, in different formats such as whitepapers, articles, blog posts, and industry reports, B2B organizations can establish themselves as knowledgeable and reliable sources of information. This approach allows businesses to gain the trust of their target audience by demonstrating their deep understanding of industry trends, challenges, and solutions.

Thought leadership also helps to build credibility by showcasing a company’s expertise and unique perspectives. By sharing unique and innovative insights, B2B organizations can differentiate themselves from competitors and become recognized as leaders in their field. This recognition enhances the reputation and credibility of the organization, making it more likely to be sought out by potential clients and partners.

Thought leadership initiatives can foster meaningful connections with B2B stakeholders. Thought leaders should seek to address their audience’s pain points, provide valuable solutions, and engage in industry conversations to build relationships based on trust and respect. This can lead to increased brand loyalty, repeat business, and even advocacy from satisfied clients. 

Additionally, thought leadership content can have a significant impact on lead generation and business development. When businesses consistently deliver high-quality insights and valuable information, they attract the attention of potential customers who are seeking industry expertise. Offering educational content and demonstrating their ability to provide innovative solutions can help B2B organizations establish themselves as trusted partners and generate new leads.


Crafting B2B SaaS Messaging to Fit Every Stage of the Sales Funnel


In B2B marketing, every customer interaction and every message you share with the world, whether as a thought leader or in sales material, need to be carefully crafted. 

Creating effective B2B SaaS messaging that resonates with prospects is essential for any successful marketing campaign, your message should be in line with the intent of your audience at every stage of the sales funnel. To do so, you need a deep understanding of buyer personas and their needs.



At the awareness stage, businesses need to create engaging content that will draw in prospects and encourage them to learn more. This can include educational articles, webinars, and research reports that offer valuable insights into the product or service being offered. Offering something of value at this stage will give prospects an incentive to move further down the funnel.

Once prospects have been engaged at the awareness stage and move to the consideration stage at the middle of the funnel, it’s time to provide them with information that shows an objective view of your solution and relies on data and statistics. Analyst reports, webinars, and long-form content such as ebooks and whitepapers are great tools at your disposal.

When they reach the bottom of the funnel users should be moved onto consideration using messages tailored to their needs. At this point, it’s important to focus on nurturing relationships by dropping personalized emails or offering free consultations. It is also helpful to provide customer stories,  case studies, and customer testimonials which demonstrate how the product has helped others in similar situations. These types of content can help build trust with leads as they move towards making a decision and turning a user into an MQL.

When crafting content for each stage of the funnel, storytelling techniques can be used to connect emotionally with customers and increase engagement. Incorporating elements such as character arcs and plot points into blog posts or videos can make a brand more memorable in the minds of potential buyers than simply listing facts about products or services would do alone. Additionally, B2B businesses should look for opportunities to incorporate customer feedback into their messaging strategies; this helps personalize content while providing useful insights into how customers view the offering.

Finally, content repurposing is a great tool for B2B businesses: content creation is a crucial aspect of any successful marketing strategy, but constantly producing fresh content can be time-consuming and resource-intensive. That’s where content repurposing comes into play. Repurposing existing content allows businesses to maximize their marketing efforts, increase brand visibility, and achieve better results.


Obility’s content team supports the efforts of the paid media and SEO teams by providing impactful content that informs, advises, and builds credibility.


Making Personalization a Priority


As we discussed earlier in this blog post, the long B2B sales cycle means we need to create real connections with our audience. Personalization plays a crucial role in B2B marketing as it enables businesses to build strong relationships with their target audience and achieve higher levels of engagement and success. By tailoring marketing efforts to address the specific needs, preferences, and pain points of different customers, personalization creates a sense of relevance and authenticity. 

Personalization in the B2B SaaS context goes beyond mere customization. It involves using data and insights to create tailored experiences and interactions that resonate with each individual customer (we will discuss how to leverage data and analytics later down the road, stay tuned!). B2B organized should always aim to deliver targeted content, messages, and experiences that resonate with their prospects: doing so will increase the likelihood of capturing their attention and generating quality leads. Moreover, personalization demonstrates a genuine understanding of the customer’s unique challenges, fostering trust and loyalty. 


Creating a Customer-Centric Marketing Strategy


Creating a customer-centric marketing strategy is imperative for B2B businesses to thrive in highly competitive landscapes. Such an approach focuses on putting the needs, preferences, and experiences of the customer at the forefront of all marketing efforts. By deeply understanding the target audience, their motivations, pain points, and aspirations, B2B organizations can tailor their marketing activities to deliver personalized and relevant experiences.

To develop a customer-centric marketing strategy, businesses must first conduct thorough market research and gather valuable insights about their customers. As we discussed in our previous section on market research, this includes understanding their demographics, psychographics, behaviors, and preferences of different audiences, then segmenting your customer base and creating targeted messaging and campaigns that resonate with specific segments.

A customer-centric marketing strategy emphasizes the importance of ongoing communication and engagement with customers. Businesses should actively seek feedback, listen to customer concerns, and respond to their needs promptly. This can be achieved through various channels such as social media, surveys, and customer support channels and will demonstrate to the customer that your organization value their opinions and is dedicated to continuously improving their products and services.


Creating a customer-centric marketing strategy involves deeply understanding the target audience, delivering exceptional customer experiences, and maintaining continuous communication and engagement. By aligning marketing efforts with customer needs and preferences, businesses can cultivate strong relationships, enhance customer satisfaction, and drive long-term success. Now, let’s talk about how UX and IU will help you provide the best customer experience to your visitors.


Integrating UX and UI to Your B2B Marketing Plan


Integrating user experience (UX) and user interface (UI) design into your B2B marketing plan is crucial for delivering a seamless and engaging experience to your target audience. UX focuses on understanding and enhancing the overall experience of users interacting with your products, services, or digital platforms, while UI focuses on the visual and interactive elements that facilitate that experience. 

As with most B2B marketing initiatives, you want to start by conducting thorough research to understand your customers’ needs, pain points, and expectations. This insight will guide the development of intuitive and user-friendly interfaces that align with their preferences. In parallel, integrating strong UI design elements is crucial for creating visually appealing and engaging experiences: consistent branding, clear typography, intuitive icons, and well-designed layouts contribute to a professional and visually pleasing interface. The goal is to create a visually cohesive and aesthetically pleasing environment that aligns with your brand identity and resonates with your target audience. 

The integration of UX and UI design in your B2B marketing plan can significantly impact lead generation and conversion rates because optimizing landing pages, forms, and calls-to-action with UX principles will ensure a frictionless path for potential customers to convert. 


The combination of visually appealing UI elements and well-designed UX interactions helps to create a positive and memorable experience, enhancing brand perception and encouraging repeat engagements.


Testing, Measuring, Adapting, Repeat


Lastly, testing and measuring are at the core of Obility’s marketing strategy. Our recommendations are based on analytics, data, and experience and we understand the importance of testing different messages and channels to see which are most effective. We monitor campaign performance daily and adjust accordingly to ensure we’re always aligned with our client goals. 

A/B testing is an invaluable tool when it comes to optimizing marketing campaigns. By running two versions of a campaign with copy or design variations, we can quickly determine which one resonates best with the audience and adjust our recommendations accordingly. We regularly monitor the results of our A/B tests so that any changes in performance can be identified and addressed quickly by refining strategies accordingly so our marketing campaigns are always optimized for success.


Obility’s M:PACT Approach to B2B SaaS Marketing


Obility developed the M:PACT framework to connect with visitors actively searching for a solution. The M:PACT framework can be applied to paid social, display, retargeting, paid search, and SEO, the goal is to maximize performance metrics (budget, impression share, conversion rate, etc) by providing valuable insights to B2B users and building enough trust that your audience seeks you out later.

M:PACT stands for:

  • State Your Ideal Market
  • Address Pain 
  • Establish Affinity
  • Build Credibility 
  • Develop Trust


Obility's MPACT Framework


We have covered various essential aspects that businesses need to consider in order to succeed in the evolving B2B landscape:

  • Setting clear goals and performance metrics
  • Conducting effective market research
  • Leveraging thought leadership to build trust and credibility
  • Crafting tailored messaging for each stage of the sales funnel
  • Prioritizing customer personalization
  • Creating a customer-centric marketing strategy
  • Integrating UX and UI into marketing plans
  • Understanding the importance of testing, measuring, and adapting strategies


By following these strategies and principles, B2B organizations can enhance their marketing efforts, reach their target audiences more effectively, and build strong relationships with potential customers. 


Don’t miss out on the opportunity to leverage Obility’s expertise in B2B SaaS marketing. Request a free assessment from our B2B experts today and discover personalized insights into how we can help you achieve your marketing goals.