Navigating Inbound Marketing for a B2B SaaS Company: Seeking Advice for Growth
In the evolving realm of business-to-business (B2B) software as a service (SaaS), our company, which has successfully bootstrapped its own SaaS product alongside a service component, is at a crucial turning point. With an annual revenue of approximately $1.5 million derived from both our service offerings and the SaaS product, we currently operate with 15 dedicated employees, including a marketing team comprised of just one individual—I.
As we look to scale, we face unique challenges. Historically, our sales have stemmed from word-of-mouth referrals, as we do not have established sales representatives or a formal sales team. Our current marketing budget is modest at $4,000 per month, which necessitates strategic, impactful usage of resources.
Current Situation
Our ideal customer has yet to be clearly defined; we offer three distinct products that cater to various audience segments. Despite focusing our efforts on a single product, we have not successfully closed any sales, averaging only three product demos monthly—each generated through my marketing initiatives. Now, our CEO envisions a broad approach, seeking to promote all three products simultaneously. Additionally, we’re exploring account-based marketing (ABM) targeting 50 specific accounts to determine which product resonates most effectively.
Understanding Our Target Audience
Our target audience ranges from those who are unaware of their problems to those who are vaguely aware, making it challenging for us to reach them through traditional means. Many potential customers do not actively search for solutions, and those who do tend to use top-of-funnel keywords that may not align with our specific offering.
The Nature of Our Product
Our product sits within the sales and inventory reporting sphere, designed to empower distributors, manufacturers, wholesalers, and agents by providing them with crucial visibility into sales data. This visibility helps prevent stockouts and erroneous decisions that are often made due to oversight in manual tools like Excel or Power BI.
Current Marketing Efforts
Since I joined the company four months ago, I have witnessed nearly zero web traffic. Previous sales relied almost exclusively on referrals. To boost our outreach, I am proactively filming and interviewing our co-founder weekly, distributing this content across various platforms, including:
- LinkedIn (videos and text posts)
- YouTube
- TikTok and Instagram
- Blog articles
- Email campaigns
- Facebook and LinkedIn ads
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