We figured it out.
Today’s buyers are smart and competition is fierce. Many SaaS companies are relatively young and have long been at the forefront of technology. From your vantage point, the best way to do business requires a fair degree of agility. While the old methods of getting business just don’t work like they used to any more, that mindset you already have does give you an advantage.
It’s not that running a B2B business was ever easy, but there was at least a reliable blueprint businesses would follow for the last several decades.
- You’d reach out with cold calls and drum up sustainable interest in your product or service
- Sales calls were critical opportunities for customers to learn how they could solve their problems
- Traditional advertising was also a valuable chance to showcase your service
But those companies that still demand on these older methods will have noticed what’s different.
Customers know more.
Before they ever get to a sales rep, today’s customer has done extensive research online. They’re less receptive to you initiating the contact, and when they do start reaching out to vendors, they’ve already narrowed the field and are just looking for the final few differentiating factors between the companies on their shortlist.
Their decision’s practically already made — and a traditional sales and marketing approach locks you out before you even know the door is open.
A successful SaaS company doesn’t simply sell its software. You sell companies the ability to do something — say, secure communication. If something changes in the market that allows for a greater delivery of the solution — such as the communication opportunity unlocked by smartphones — you’d adapt your software to this new circumstance.
What trips up traditional marketing firms is the idea that they’re selling just marketing: ad buys, branding, and so on. The deeper goal of marketing is growth, right? So, if conditions for growth have changed due to today’s more educated customer, shouldn’t your marketing company have transformed too?
At Flawless Inbound, we’ve always operated with the idea that growth is the central focus of everything we do.
We said we figured it out. Here, we’ll let our CEO and Founder tell you himself.
We’ve found the best strategy for reliably growing B2B companies is aligning sales, marketing, and service departments together as one focused whole that shares information and collaborates on ensuring customer success
Saher Ghattas, Founder, Flawless Inbound
Sales, Marketing, and Service Alignment through a CRM: For SaaS
As SaaS companies, your customers are looking for technological solutions to their problems — and they’re going to be doing their research. What our methodology has done for more than 70 B2B organizations is, first of all, to make your company a part of that research.
With Marketing Enablement, we show you how to transform your marketing department into an inbound lead machine. Get in tune with what your potential customers are worrying about and put the answers on your website.
- Write technical blogs explaining common problems and solutions
- Create a series of video tutorials for a more visual approach
- Produce an FAQ that serves as a valuable resource
- Compile lots of information together into longer guides clients can use as references
Above all, this content marketing should educate: it’s about demonstrating value and allowing your customer to begin building trust.
Anticipate Your Customer’s Attempts to Resolve Their Pain
As their research begins, a customer experiences pain without necessarily knowing the cause. Perhaps they are becoming increasingly frustrated with limitations in their internal team chat solution, but they’re looking at specific fixes: perhaps an alternate way to share files.
With a little SEO mixed in, your content will rank highly for your customer’s query, and will tackle that concern while guiding them to your solution — possibly just how easy it can be to deploy industry-standard upgrades that address the root causes of their day-to-day business challenges.
You keep it all educational, and as they begin to trust your company, they’ll eventually take an action to convert to a lead. It’ll take time — but when you’re typically looking at a long sales cycle anyway in the SaaS world, that’s par for the course. And just more time for that trust to build. The crucial thing?
They came to you.
Now What Do You Do With Them?
Through Sales Enablement, we’ll help you understand what to do with your leads. Who’s most qualified to buy from you, and what’s the right approach? We’ll teach you how to blend together good old personal one-on-one contact with the power of automated communication and the information gathered in the marketing process to become the obsessively helpful partner that’ll nudge that lead over to customer.
Think it’s over just because you signed a contract? For B2B businesses, especially SaaS, you’re interested in an ongoing relationship with every customer — but at any time, a customer could decide that a competitor is a better fit.
With Service Enablement and focusing on facilitating customer success, you recognise the opportunity to cross sell, upsell, and turn that customer into an evangelist. Combine that with a united approach from additional marketing and sales outreach, and what you’ve got is a flywheel. Sales, marketing, and service each add repeated momentum to thrust the customer toward success.
- Marketing continues to reach out with new helpful materials to cement your relationship as a trusted partner
- Sales remains in contact to ensure needs are being met rather than simply disappearing after a jarring handoff
- Service learns how best to interact with the client and shares information with sales and marketing to maintain cohesion
But most importantly? You’re in control.
The HubSpot CRM
The critical tool that makes it all work together in harmony is the HubSpot CRM. Using this, you integrate your website, your customer data, your communication, and even your customer service, into one comprehensive, cohesive engine.
Ready to jump in?
Let’s talk about your business, your customers, and what we can do to help you grow.