Inbound marketing (or inbound marketing) has demonstrated tremendous results as a marketing method and strategy with businesses from all kinds of industries.
Inbound marketing is booming, and more and more “software as a service” (SaaS) companies are taking the plunge and, above all, adopting the inbound mindset with enormous results.
Why inbound marketing and Saas is a good combination?
In today’s blog post, we’ll take a look at some ideas a SaaS business can benefit from by adopting an inbound marketing strategy. (If you haven’t thought of it for your SaaS, here’s why you should.)
New Marketing Philosophy: Based on how a modern buyer consumes information, buys and lives their life.
Marketing strategy: which takes this philosophy into account and brings together and targets things like personas, consumer buying cycles, prospect culture, etc.
Marketing tactics: which feed into the strategy. These are marketing functions such as SEO, social media, email, content marketing, etc.
By having all three of these things working in harmony, your business will experience dramatic results.
To learn more about inbound marketing, you can read our full definition: ” What is inbound marketing and how does it generate leads?
Reduction of the CAC (cost of customer) or customer acquisition cost
If you’re like most SaaS companies, chances are a major part of your current marketing strategy consists of direct payment and PPC.
Like advertising, sponsorship and stands at trade shows or even Adwords and other CPC approaches. These costs increase rapidly, exploding your customer acquisition costs (CAC).
Because inbound marketing tactics consist primarily of time spent, not money (blog writing, content creation, social relationship building, etc.), the overall cost of customer acquisition is significantly higher. weaker and above all sustainable over time, unlike advertising, which is an “outbound ” marketing approach under perfusion.
In Hubspot’s ” State of Inbound Marketing ” – it says companies that primarily use “outbound” methods (advertising, trade shows, etc.). typically spend $346 per prospect or lead, while the inbound average is $135.
Ease of evolution and audience expansion
Traditional marketing, such as advertising, is difficult to scale. Indeed the only way to reach a larger audience is to pay more.
With inbound marketing, you are able to expand your efforts exponentially. With every blog post, every content upload, you can reach new audiences.
And it’s permanent: yes, all your previously written content continues to generate traffic, allowing a constant flow of new visitors without more time or money.
In an effective inbound marketing campaign , many of these elements are addressed much earlier in the customer’s buying cycle, and by the time they contact your sales team, or ready for a demo or trial. product, they are exactly at the point of purchase decision dear to any commercial.
This results in an overall shortening of the sales cycle and increases your overall conversion rate with customers.
SaaS Customer Loyalty
For SaaS companies, one of the biggest challenges they need to focus on is customer retention.
This is why inbound marketing is perfect, since not only will it bring in new customers, but it can also be set up to delight your current customers.
Having an inbound marketing strategy focused on your current customers to turn them into brand ambassadors is one of the smartest things a SaaS company can do to help develop stable, long-term growth for years to come.
This is one of the best ways to avoid having a high churn, a good strategy also to have a negative churn: holy grail of SaaS products that are a hit!
Process for success stories
There are hundreds, if not thousands, of success stories of SaaS companies dramatically improving their business by adopting an inbound marketing strategy.
Some are well known: Hootsuite, Kissmetrics , Wistia and of course Hubspot. All of them are now strongly developing this marketing process and this is what has led them to their growth and success.
Here are just a few of the many reasons an inbound marketing strategy would be perfect for a SaaS business.
Inbound marketing requires a lot of work, team involvement, and time, unless you delegate it to a dedicated SaaS inbound marketing agency .
It’s not like advertising where you will see instant results, however, over the long term your marketing will build momentum and before you know it the number of visitors to your website will explode, as will potential sales and in fine your income