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Developing a brand in a SaaS company requires a number of key steps. In order to increase your brand recognition, your marketing team must publish consistent content, manage email campaigns, and build a strong online presence. Your audience looks for an emotional connection to your brand, and it’s your job to deliver the quality and value they’re expecting.

If you’re struggling to resonate with your customers, it may be because you're not putting them at the forefront of your service at all. Here are some reasons why your SaaS company should be using the inbound flywheel model and how to apply it to your marketing strategy.

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The amount of tasks a b2b content marketer must address on a daily basis is no doubt overwhelming. Whether it’s keeping up with search engine algorithms, researching buyer personas, or sorting through dozens of blog posts for an evergreen jackpot, there is a lot that goes into content marketing. In the midst of all these tactics, it’s easy to become overwhelmed and make a few errors along the way.

To stay on track for the new year, here’s how you can overcome some common b2b content marketing challenges.

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The sales cycle for a SaaS company is traditionally much lengthier than other industries. This is because SaaS solutions tend to be complex and have high costs and increased competition. These challenges only make the sales process more intimidating for both the company and potential customer.

Here’s how you can apply b2b marketing strategies to lead your customers through your SaaS customer lifecycle.

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With the new year approaching, it’s time to begin anticipating upcoming marketing trends. Search engine optimization (SEO) is one of the many opportunities that marketing and SaaS companies continue to capitalize on. Recent updates have included algorithm changes from Google and the ongoing growth of voice search optimization. 

To help prepare your company for the new year, here are some of the SEO trends that you can expect to see in 2019. 

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With a wide array of competitors looking to gain leads in the SaaS industry, designing a website that fits industry standards is no simple task. Factor in how difficult it can be to display a SaaS service to your audience without being able to physically demonstrate it, and the odds are unfortunately against you.

If your SaaS company hopes to stack up to fierce competition, you’ll want to follow these strategies on how to design a high-converting website.

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SaaS businesses that adopt b2b marketing best practices are seeing a number of benefits and opportunities for business growth. ROI is easily generated digitally without the need for speaking directly to a salesperson, and the sales process can lighten the workload thanks to automation. 

However, that’s not to say that a b2b SaaS company will only see positive opportunities; increased competition and difficulty displaying value are just some of the obstacles in SaaS marketing. Let’s take a closer look at some of the opportunities and challenges in b2b SaaS marketing.

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When it comes to measuring campaign success in your b2b organization, metrics will no doubt be your greatest asset. Metrics--such as session duration, bounce rates, and lead conversion rates--allow digital marketers to keep track of website engagement rates and how their content is resonating with their audience. If those metrics are struggling, it can be difficult to get back on track. 

In order to meet your digital marketing goals and avoid falling off track, these are the metrics you need to be fully utilizing on your website. 

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The SaaS industry isn’t about selling services to a business as a one-time interaction. Subscription-based software service is about building an audience to continuously nurture and support over time. According to HubSpot, 38% of companies currently work on SaaS; and this number is expected to grow to 73% within the next two years.

Your SaaS business will need to consistently update its services and provide the best value to maintain a strong customer base and grow over time. Here are four marketing strategies you can use to help grow your SaaS business. 

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When visiting a marketing website, you may notice a small pop-up message from a smiling robot, in the corner of the page. No, this isn’t a sign that robots are taking over the Internet; but it is a sign of a growing trend in the b2b marketing scene. Chatbots encourage website visitors to interact with artificial intelligence and receive helpful, automated assistance.

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There are dozens of areas for digital marketer’s to focus their efforts for lead generation; but one of the trickier methods comes from creating forms on your company website. Sometimes you'll have too many fields for a potential new lead to fill out, or your call-to-actions are misleading and uninformative. 

To avoid some of the pitfalls of form design, digital marketers can follow this step-by-step guide for designing forms for lead generation.