What sets B2B SaaS marketing apart from its B2C counterpart is the length of the buyer’s journey. A buyer’s journey consists of the steps that a customer takes in order to purchase a product or a service. It’s everything from discovering the brand to comparing with competitors, checking the pricing page, chatting with sales, and so on. The buyer’s journey B2C products/services typically need less consideration. Therefore, their buyer’s journey is relatively short. B2B products/services typically need more careful decision-making. There are more decision-makers, and there’s a higher need for educational content. Therefore, the journey is longer and takes more time. That’s the theory. But how does B2B SaaS marketing work in practice? In this article, we’re sharing our take on it.
How to do B2B SaaS marketing, the Ahrefs way
A little bit about Ahrefs. We’re a bootstrapped company founded in 2011, and we recently passed $100M in ARR. Our business is an all-in-one SEO SaaS solution, and our customers category email list are mostly businesses (small and big). We run a relatively small marketing team. Here’s what works in B2B marketing from our experience. Take a stake in product development It’s true that marketers bridge the gap between the company and the customers. They’re constantly balancing between business objectives and what the user wants.
Create product-led, SEO content
Let’s unpack this. Product-led content is a strategy where you prioritize topics where you can help people solve problems with the help of your product. SEO content is BO Leads content designed to rank in the search engines. When you combine those two concepts, you get convincing messaging with a free distribution mechanism. What happens when you combine product-led content and SEO For example, there are tens of thousands of monthly searches for how to do keyword research, and our blog post featuring Ahrefs’ Keywords Explorer ranks in the top five for many of them. Keyword data from Ahrefs’ Site Explorer Data via Ahrefs’ Site Expl