Some SaaS businesses acquire customers easily but have a high churn rate. Some struggle with acquisition but have a small yet loyal subscriber base. The reason? They don’t know how to do SaaS inbound marketing the right way.
Did you know that inbound marketing generates 54% more leads than traditional outbound practices? [1] And before you say, “But it takes more time!” read this:
Inbound leads you acquire after five months of consistent inbound marketing are still 80% less expensive than outbound leads.[2]
Inbound marketing isn’t just more effective than traditional marketing. It will actually help you get more qualified leads and turn them into customers who will be loyal to your brand and not cancel as soon as the free trial ends.
But to get there, you have to learn how to do SaaS inbound marketing the right way. And we’ll teach you; both in theory and in practice!
What is Inbound Marketing for SaaS Companies?
Inbound marketing is a strategy that SaaS businesses use to attract customers through relevant and helpful content and add value at every stage in your customer’s buying journey.
Unlike traditional marketing methods that consist of cold-calling, direct mail, and other methods of reaching out to customers when they don’t want to hear from you, inbound marketing is all about bringing potential customers to you.
What’s the Difference Between Inbound and Outbound Marketing for SaaS Businesses?
Inbound and outbound marketing are two fundamentally different approaches to generating leads and acquiring customers. Each approach has unique characteristics and is suitable for different marketing objectives.
| Inbound Marketing | Outbound Marketing |
| Relies heavily on creating and distributing content that your target audience finds valuable. | Involves broadcasting messages to a large audience, many of whom may not have expressed prior interest in the product. |
| Focuses on building relationships and providing value at every buyer journey stage. | Relies on getting the attention of potential customers, often through advertisements or direct contact like telemarketing or cold emailing. |
| Uses SEO to promote content and make sure the right audience reads it. | Designed to yield immediate responses and can be good for short-term goals. |
| Engages with customers on channels they opted to interact with your brand, such as newsletter, social media and search engines. | Often involves paid advertising channels such as TV ads, print ads, PPC advertising, and trade shows. |
Both inbound and outbound marketing serve its purpose; it’s only a question of your goals.
Outbound marketing can generate quick results, and it’s easier to measure SaaS marketing ROI in the short term. But that also makes it more expensive in the long run, and it offers lower ROI compared to inbound marketing strategies. Sometimes, it can even lead to a negative perception of your SaaS brand if you don’t do it thoughtfully (e.g., spammy feelings from cold contacts).
Inbound marketing proves to be cost-effective in the long run and builds deeper customer relationships and loyalty. The leads you generate through SaaS inbound marketing strategy are higher quality, and more engaged.
However, you can’t expect results quickly, and you really need to devote your efforts to content creation and optimization.
SaaS Inbound Marketing Strategies in 2024
If you’re looking for inbound marketing strategies that work for your SaaS business in 2024, we’ve got 5 most promising ones!
Content Marketing & SEO
For SaaS companies, content marketing and SEO are inseparable components of an effective inbound strategy. Why is that?
You can produce the best content ever, but it won’t give you measurable business outcomes if no one can find it. That’s where SEO comes into play to give your content visibility. On the other hand, you can have the most optimized website ever; if your content sucks, your SaaS business won’t get customers from SEO efforts.
But when you combine B2B SaaS SEO and content marketing, that combination will significantly increase your organic reach and drive more signups. And we’ve got the perfect recipe to achieve that:
Create Resource Center
A resource center is an extensive content hub that houses various types of content, including articles, guides, tutorials, checklists, e-books, webinars, whitepapers, and case studies, all centralized around solving the customer’s problems. Here is how to create one:
Determine Goals & Buyer Journey Stage
The first step is to determine goals for each piece of content in your resource center. We’ll illustrate that with examples:
If you want to improve SEO, then:
- Create blogs around your audience’s problems, their pain points, and how your product and every feature helps them.
If you want to improve customer engagement, then:
- Offer free tools that solve your potential customers’ problems, quizzes that help them uncover their needs, and checklists that will guide them down the right path.
If you want to generate qualified leads, then:
- Offer free e-books and whitepapers they automatically get once they signup for your newsletter.
Pro tip: Organize content into categories that make sense for your audience, making it easy to navigate and find relevant information. Consider user pathways and how different personas might interact with your content.
You also need to know at which stage of the buyer journey they consume which type of content:
- Educational articles
Provide in-depth insights into industry trends, best practices, and how-to guides.
Buyer journey stage: Awareness and Consideration
- Video tutorials and webinars
Offer visual learning options, which are particularly effective for complex software functionalities.
Buyer journey stage: Consideration and Decision
- E-books and whitepapers
Deliver thorough explorations of topics that are too extensive for blog posts or articles.
Buyer journey stage: Consideration
- Case studies and testimonials
Showcase real-life examples of how your software solves problems they encounter.
Buyer journey stage: Decision
What’s the purpose of all this work?
By aligning content types with the appropriate stages of the buyer’s journey, you can more effectively guide prospects through the funnel, from initial awareness to the final decision to purchase your SaaS product. This strategic content placement ensures that potential customers receive the right information at the right time, enhancing their experience and increasing the likelihood of conversion.
Promoting Your Resource Center & Conversion Strategies
Besides SEO, you can also use SaaS PPC campaigns to target specific audiences who are likely to benefit from the resources you share.
But you don’t have to invest your whole advertising budget in that. You can also use existing channels, such as your email newsletter, social media, and different pages on your website to direct traffic to the resource center.
P.S. For more information about budgeting and how to spend it for maximum ROI, read our SaaS marketing budget guide.
When it comes to increasing SaaS conversion rates, it’s important to place CTAs strategically throughout the resource center to guide users toward taking action, such as requesting a demo or signing up for a free trial. Email marketing is one of the best strategies for converting leads, with automated drip campaigns with specific triggers.
For example, you can use tools like MailChimp to set specific triggers (e.g., a user downloading an e-book or clicking on “Learn More” in a newsletter) and optimize email campaigns to lead prospects further down the funnel.
Based on their interaction and which “triggers” they click on, you can send them the best SaaS marketing campaigns and use that information to transfer qualified leads to your sales team.
Example: How Hubspot Built Resource Center
HubSpot, a leading SaaS company known for its inbound marketing and sales software, provides an excellent real-life example of how you can effectively utilize a resource center to support your marketing goals and guide customers through the SaaS customer journey.
HubSpot offers some of the best B2B SaaS marketing courses, videos, and documents that help users understand complex marketing, sales, and service concepts, thus promoting their products indirectly. All of these resources serve different purposes and help customers in different stages of buyer journey.
From website graders, email signature generators, and invoice template generators, which are directly accessible from their resource center, these tools solve potential customers’ problems and engage them by providing immediate value. It makes customers think, “If all these are free, how great are the paid solutions then?”
When it comes to downloadable content, such as e-books, guides, and whitepapers, customers can access them after signing up for their newsletter. This strategy effectively captures qualified leads as visitors exchange their contact information for valuable resources.
Each resource center section features strategic calls-to-action (CTAs) and explains how readers can solve the problem with HubSpot’s software. Whether it’s prompting users to try a free tool, download a guide, or sign up for a webinar, these CTAs effectively move prospects down the funnel.
After using the tool or downloading an e-book, users more easily sign up for a free trial or request a demo, bridging the gap from interest to decision.
Optimize for Long-Tail Keywords
Long-tail keywords aren’t just less competitive, but also more specific and have higher conversion potential. They drive highly targeted traffic to your website, and by working with SaaS businesses like yours, we found that they can convert visitors in 1-2 touchpoints.
For example, Canva uses long-tail keywords effectively, targeting terms like “social media graphics design tool”, which helps attract users who are looking for specific solutions that Canva offers.
You can find long-tail keywords with tools like Semrush, Ahrefs, and SE Ranking simply by typing in the primary keyword you want to rank for. In Canva’s case, they can find many relevant long-tail keywords by using the Keyword Research Tool and typing in “design tool”.
The tool will give information about that keyword and provide other similar keywords, such as “social media graphics design tool”.
By creating different pieces of content for multiple long-tail and short-tail keywords around the topic, Canva effectively dominates the SERP with this inbound marketing strategy.
Video Marketing
Video still dominates marketing in every shape and form. Whether it’s long-form video content on YouTube or short TikTok videos, your SaaS business can gain exponential popularity with video marketing.
Video marketing is popular because different people consume content in different formats. Some people love reading blogs, while others love watching tutorials on YouTube. And you’ll reach a broader audience by utilizing both strategies.
Product Demos
Product Demo videos reduce confusion, lower support costs, and remove friction, enabling customers to convert faster. Instead of booking a demo, customers who aren’t ready yet can watch one to familiarize themselves with the backend of your SaaS product.
Pro tip: Create specific product demo videos for each main industry your SaaS product serves.
For example, Airtable provides customers with engaging and interactive product demo on their YouTube channel that explains the ins and outs of how Airtable helps them in less than 2 minutes!
Video Tutorials
Let’s face it – most of your potential customers are afraid they won’t know how to use your product. But video tutorials come to the rescue! Create clear, concise, and engaging tutorial videos that walk users through common processes or problems. Use screen recording tools to show exact steps and add voiceover explanations.
This isn’t just for existing customers, but for instilling confidence in your potential customers once they see you’ve got everything covered with detailed tutorials and resources.
For example, Slack often uses video tutorials to introduce new features or integrations, making it easier for potential users to see the benefits of the product and make sure they understand and adopt quickly.
Customer Testimonial Videos
Sharing customer success stories through video can be a potent way to build trust and credibility and give them that little nudge they need to convert. Seeing real people endorse your product adds a level of relatability that text testimonials can rarely convey.
You can do it with the help of other teams, such as sales, customer support, and marketing, to interview satisfied customers who are willing to share their positive experiences.
Tools like StoryPrompt are useful because they make it easy to ask customers for a video testimonial and even easier for them to create one.
Webinars
Hosting webinars and live Q&A sessions are great inbound marketing strategies for SaaS because you can engage with your audience in real-time, provide value through in-depth discussions on relevant topics, and demonstrate your expertise.
The most important part is to choose a topic that your target audience really cares about, and that solves specific and niche problems. You can then plan and promote your webinars and use tools like Zoom or LinkedIn Live to host them. The most important part is to make the webinar available as a recording, as some of your potential customers can’t make it to the live event.
For example, at Nuoptima, we generated 568 qualified leads with ONE webinar that resulted in £90k in closed contract value. How did we do it? By providing authentic, sincere, and practical advice that significantly boosts our credibility.
Podcasts
More and more people choose podcasts over music while driving to and from work, and it’s become a powerful medium to convey your message and build community with storytelling.
For SaaS businesses, creating a podcast that addresses topics relevant to your target audience establishes your brand as a thought leader and a go-to resource for valuable information.
Similar to other channels and types of content, you need to identify key themes that resonate with your audience, such as technology trends, software development insights, or case studies.
But the most important part is choosing your guests wisely.
You need to invite industry experts, thought leaders, and potential customers to share their insights and stories on your podcast. Choose people that your target audience follows and engages with to enrich your content and expand your influence through their network.
For example, Shopify’s podcast, “Shopify Masters,” features interviews with successful e-commerce entrepreneurs who use their platform, providing real-world insights and motivational success stories.
Content Distribution
And what to do now with all that content? How do you make sure each peace of content keeps on giving in years from now? How do you extend its lifetime value?
Content distribution is a critical aspect of inbound marketing. It’s not just about creating high-quality content but ensuring it reaches the right audience to generate leads, increase brand visibility, and contribute to the overall business growth.
And here is how to do it with content repurposing:
Content Repurposing
Content repurposing is an efficient strategy for maximizing the reach and lifespan of your original content. By adapting content for various formats and platforms, your SaaS company will yield better results from inbound marketing efforts without spending too much time and resources on creating new content from scratch.
Ways to repurpose content:
- Blog Posts into Instagram Carousels
This format allows you to break down complex information into digestible visual slides, making it easier for your audience to understand and engage with. But how to do it right and quick? Identify key points or statistics in your blog and use tools like Canva or Adobe Spark to create engaging graphics that summarize these points. One long-form blog post can easily result in 2-3 Instagram carousels, making it an easy way to make the most out of it.
- Reels into YouTube Shorts
Instagram Reels can be effectively repurposed into YouTube Shorts to tap into a different audience base because both platforms support short, engaging video content.
- YouTube Videos into TikTok Videos
Longer YouTube videos can be edited into shorter clips suitable for TikTok. This platform is ideal for reaching a younger demographic and increasing brand awareness through engaging, bite-sized content.
Select high-impact moments or key advice from your YouTube videos. Edit these into 15 to 30-second clips to make them engaging for TikTok audience.
- Blogs into LinkedIn Newsletters
This platform is ideal for reaching professionals who may be interested in the deeper insights your blogs offer, especially in a B2B SaaS context.
Break down the blog into a series format if it’s particularly lengthy, providing a new installment each week. Plus, you can share only a part of your blog in LinkedIn newsletter and drive traffic to your blog once readers are hooked on the content!
- Whitepapers into Infographic Series
Convert in-depth whitepapers into a series of infographics. This format is shareable and easier to consume, making complex data and research accessible to a broader audience. Plus, distilling your whitepaper’s most compelling data and insights into visual statistics and key takeaways makes them extremely sharable, helping you establish authority.
Success Stories
Success stories effectively demonstrate the tangible benefits of your software by showcasing how real customers have successfully implemented and used your product to solve their problems or improve their operations.
To get as many inbound leads as possible with success stories, it’s important to create stories from a variety of industries you target. Focus on customers who have seen significant, measurable improvements after using your product, such as increased sales, improved efficiency, or cost reductions.
How to Structure Your Success Stories?
Success stories have a framework that works for SaaS businesses and that is:
- The Problem
- The Process & Your Solution
- Results Clients Achieved
When creating a success story, use direct quotes from clients, visuals such as graphs, and before-and-after scenarios. To add more credibility, include business information and photos from employees in leadership positions.
How to Make the Most Out of Your Success Stories?
Success stories aren’t just a tool for inbound marketing; your sales team can also use them during pitches to highlight products’ benefits and real-world applications. To help your sales team yield the best possible results, you should create short, impactful snippets they can easily share with prospects.
For example, Shopify is the perfect example of how SaaS business can use success stories to underline their platform’s versatility and effectiveness in helping online stores grow.
By focusing on the diversity of its customer base—from small artisan shops to large enterprises—Shopify demonstrates the scalability and flexibility of its platform. It doesn’t include only large brands with deep pockets but brands that are relatable to a broader audience it wants to target.
Each success story typically outlines specific business challenges customers face and how Shopify’s features helped overcome these challenges.
Expert Tips for SaaS Inbound Marketing
We’ve asked SaaS inbound marketing expert what they have to say on how you can step up your game in 2024:
Adrijana Palatinus – SEO Lead at Nuoptima
“Google favors content that demonstrates expertise and authority on a subject. Using the topic cluster model, where a single “pillar” page acts as the main hub of content for an overarching topic, and multiple content pages related to that same topic link back to the pillar page and to each other, helps improve search engine visibility and positions your SaaS as a thought leader.
To do that, identify core topics that are crucial to your audience and create comprehensive pillar pages that provide a broad overview of each topic. Then, produce specific content pieces (blogs, guides, infographics) that explore subtopics in-depth, linking all relevant content to your pillar pages and interlinking them where appropriate.
Another tip I would give SaaS businesses that want to utilize SEO as an inbound marketing strategy is to optimize for intent, not just keywords. While traditional SEO focuses a lot on keywords, for SaaS products, it’s important to align content with the user’s intent at different stages of the buyer journey. With this approach, you’ll make sure that content resonates more effectively with potential customers and leads to higher conversion rates.
To do that, conduct detailed keyword research that goes beyond volume and competition to include user intent. Develop content that addresses specific queries at different stages—from informational (“what is CRM software?”) to transactional (“best CRM software for small business”). When you have the best and most comprehensive answer to everything and anything in-between, you’ll rule the SERPs.”
Successful Example of SaaS Inbound Marketing: Salesforce
Salesforce, one of the leading CRM (Customer Relationship Management) can thank inbound marketing for a greater part of its success. Their strategy focuses on addressing the specific needs of various industries and roles, guiding potential customers through every stage of the buyer’s journey.
But how do they do it?
Industry-Specific E-Books and Guides
Salesforce created an e-book specifically for the manufacturing industry, detailing how their CRM helps streamline operations and improve customer relationships. This e-book provides insights on improving visibility across the entire value chain, which is a critical pain point for manufacturers.
Webinars
Salesforce regularly hosts webinars featuring experts who discuss best practices in CRM. They showcase how their target audience can leverage Salesforce to achieve various business outcomes.
Webinars are a great tool as they help potential customers visualize how Salesforce can solve their unique problems, thereby moving them closer to the decision stage.
Industry Reports
Salesforce also publishes research reports like the “State of Sales,” “State of Marketing,” and “State of Service” reports, which contain data-driven insights and trends observed across the globe. As you can imagine, professionals in those fields highly value these reports, and they cement Salesforce’s position as a thought leader.
Conclusion
Throughout this blog post, we’ve explored a variety of inbound marketing strategies for SaaS companies that will help you attract, engage, and retain customers. Neither of these strategies are standalone, but together, they act as a well-oiled machine that successfully tackles the customer acquisition problem many SaaS businesses face.
Content marketing combined with SEO will attract more potential customers to your webiste, but content distribution and success stories will cement your credibility in their minds. And once you nurture those leads and customers with email marketing, webinars, and insightful podcast episodes, they’ll stay with your SaaS product for a long, long time.
However, understanding and implementing these strategies effectively can be challenging without the right expertise and guidance. As a SaaS marketing agency that has tried and tested all these inbound methods and achieved tangible results like 300%+ traffic growth and 500 organic keywords in 1 month for our client Zelt, we know what will work for you.
But we don’t just tell stories; we actually do what we preach. We host webinars that bring us hundreds of qualified leads in a month, and we also produce a SaaS podcast where we speak with SaaS founders and employees who are going through similar challenges as you.
So, if you want to get to the top of the SaaS industry and stay there, book a call with our experts, and we’ll even give you one blog post for free to speed up the process.
Hungry for more knowledge? We’ve got you covered with answers to your most burning questions about SaaS inbound marketing.
FAQ
The inbound strategy for SaaS involves creating and sharing valuable content tailored to the needs and interests of potential customers. The goal is to attract, engage, and nurture them towards a purchase decision. SaaS inbound strategy consists of SEO, social media marketing, content marketing and other resources.
You can generate inbound leads for SaaS by offering valuable content like e-books, webinars, free tools, and blog posts that require visitors to provide contact information. This effectively engages users at various stages of the buyer journey and optimizes your website for conversions.
Inbound marketing in SaaS focuses on attracting customers through content creation, SEO, and social media to draw visitors naturally. In contrast, outbound marketing involves actively reaching out to potential customers through methods like cold calling, direct mail, and paid advertising, often considered “interruption” marketing.
SaaS marketing strategies encompass the planning and execution of various marketing efforts aimed at promoting a SaaS product and acquiring new customers. It typically includes tactics across digital marketing, including inbound and outbound marketing, content creation, SEO, email campaigns, and strategic use of B2B SaaS analytics to drive growth and retain customers.
