Could inbound sales and marketing for SaaS be the perfect fit?
Both SaaS and inbound marketing require an initial investment that pays off by degrees. An inbound approach to sales and marketing focuses on creating relevant, excellent content that pulls people to your company, attracting traffic that you can convert to leads and close to sales over time.
Creating content allows you to gradually build up trust and develop relationships with your target audience. It allows prospective buyers to self-educate and learn about your organisation, before engaging directly in conversation. When they do speak to a sales person, they expect to obtain further information, which is not available online.
Your inbound strategy requires a starting point, from which you can measure your future progress more accurately – and specific, measurable and attainable goals. These goals determine the methods you implement to achieve these outcomes.
To create content that captures the attention of the right people, you need to define your buyer personas – semi-fictional representations of your target audience based on interests, fears, aspirations and their buyer's journey, where they spend time online, and much more.
You need to focus on what’s truly important to your customers, rather than simply listing the features of your services. There's a huge amount of content online – in providing true value, you can demonstrate the knowledge and expertise that will attract prospects to your firm.
And you also need to adapt your content to reflect, for example, where prospects are in the buyer’s journey and what device they are using to consume your content. Ultimately, data-driven content placement will enhance a prospect's experience of connecting with you.
Once you have defined your inbound strategy, you can establish the correct sales and marketing tactics and how you can best utilise these to meet the needs of your target audience and achieve your goals.
Find out more about how inbound marketing could benefit your company by reading our eBook on inbound marketing for SaaS, or, if you are ready, dig deeper into the process of developing an inbound strategy for your business with a free inbound consultation.