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The B2B SaaS world moves at a breakneck speed. Even a small misstep can lead to missing your quota. Here’s the complete list of 16 SaaS marketing mistakes that can be more dangerous for your SaaS startups than exposing a ship to a torpedo. And precisely discusses- how to steer clear of such blunder SaaS marketing mistakes.

1. Blabbing Features, Not Benefits.

You’ve built a product with all the bells and whistles; great. But businesses care more about what those features solve. Translate that mumbo-jumbo into the language of pain points.

Example:

Instead of “advanced data encryption,” say “store client information securely and be in full compliance with regulatory mandates.”

Ultimately, it’s about how you influence the bottom line and not the fancy jingles.

2. You cast too wide a net.

Sell to everybody, sell to nobody. Create a highly focused ideal customer profile. Research their challenge—trends in the industry and online behavior. Then, develop messaging that speaks to those needs. It helps to keep your website strictly persona-focused. Don’t let your affinity towards shortcuts to winning the market defy what’s practical. Example: If you are selling a SaaS HR tech product, be clear about whether the recruiters need it the hiring managers, or both. If you are a startup, it should be only one of them, else maybe you are casting a wider net. Not saying that it can’t be both, but it would help in growth and winning early clients if you are very clear about WHO to target than WHO ELSE to target. A more precise approach would be, “FOR WHOM are you SOLVING the problems? And WHAT problems?”

3. Content That Converts Crickets

Content is king, but boring content is exiled. So, you should create compelling blog posts, infographics, and videos that would solve the pain points of your ICP and give a reason for them to consider you as an expert. Quality always trumps quantity when distributed right. Imagine a lot of poor content distributed well vs good content distributed well, which one would outperform? Also, while problem-solving, avoid sales behavior and relentless product pitches. Content is marketing and not sales. Your job is to create demand, not to capture it. Be clear with your goals.

4. Not Leveraging the Power of “Free.”

Free trials, giving out freemium models, and other such free valuable resources are goldmines for attracting and nurturing leads. Give them a taste of the power of your product to the prospect, and one will see engagement. Help them realize the value, and you shall soon have them as your customers. Especially in SaaS marketing, when almost everyone is competing with your customers and the differentiation lines are blurred in positioning, it makes sense to let them try your SaaS products.

5. Social Media? More Like Social Meh.

Social media is a goldmine for B2B lead generation—yup, talking of LinkedIn. By the way, LinkedIn is not the only source for B2B SaaS leads. when harnessed right, even Facebook and Instragram could be a good source, but only if you use them right. Applies to LinkedIn as well, of course. Social media platforms aren’t just a channel for blasting product brochures, rather they can be used as a means to spark conversations, share industry insights, and engage your target audience where they hang out online. In the process, create curiosity & interest, and win their trust and love.

6. Data-Blind Decision Making

It’s marketing KPIs and metrics that are to be your compass in this marketing jungle safari. Count the numbers for website traffic, conversation rates, and customer acquisition costs. Look at data and see what’s working and cut, ruthlessly, what is not. The deeper you dive into data, the better the insights you gain.

There are several other common pitfalls that even experienced marketers can fall into:

7. Isolation of Consumer Feedback

Over time, some Pro Marketers become overly reliant on data and forget the qualitative insight that directly comes from customer feedback. Regularly engaging with customers regarding their changing needs and pain points can tap information that no amount of numbers can.

8. Onboarding Process Neglect

Seamless onboarding— customer retention depends on it. Even if your marketing drives lots of leads, high churn rates can result from a convoluted or confusing onboarding process. Be sure that new users realize the value of what you’re selling right out of the gate.

9. Not Aligning Sales and Marketing Teams

Mixing messages and losing leads occur from misaligned sales and marketing teams. The teams need to be on the same page, sharing information, and working with consistent messaging.

10. Not capitalizing on case studies and testimonials

Social proof is the real McCoy in B2B marketing. Not having — or promoting — solid case studies and customer testimonials can cost you a world of difference in acquired credibility and gained trust.

11. SEO Not Considered

This could be the dumbest mistake. Search engine optimization is the most important thing if you want organic visibility. It gets forgotten by some of the best marketers who are skewed toward paid advertising to see results quickly.

12. Too Much Dependency on Automation

While marketing automation can surely optimize many processes, overdependency on it can make your messages appear as a lack of personal touch. Make sure that your automated messages still feel personalized and relevant to the person reading them.

13. Not Capitalizing on the Power of Networking and Partnerships

Relationships are everything: learn how to foster relationships with other companies and influencers within your space, and you may discover entire new channels of opportunity and exposure to new audiences. Never underestimate the power of networking and strategically forming partnerships.

14. Not Keeping a Close Enough Eye on Your Competition

Keep your eye on the competition at all times. Ongoing research the marketing processes of your key competitors for their strengths and weaknesses and adjust your approach accordingly.

15. Bad Email Marketing Symptoms

Email marketing works; however, spamming, not segmenting your list, and sending e-mails with no value are three common bad habits that will lead to low engagement rates and a bad reputation.

16. Ignoring Mobile Optimization

These days, people are spending a lot of time on their mobile devices. For this very reason, each and every digital content you secondarily produce has to be optimized for mobile. This includes your website, email, and any other digital asset you may create.

Summing Up!

Knowing these common SaaS marketing pitfalls and acting to avoid them can make one even more successful as a marketer in B2B SaaS marketing. Marketing is a marathon, not a sprint. So be patient and keep experimenting. Continuously try any permutation that the data is suggesting. Success will come from the continuous delivery of value to your target audience. By avoiding these common SaaS marketing pitfalls, and instead focusing on targeted messaging, valued content, and data-driven decisions, you’ll transform your B2B SaaS marketing from a sputter to a supercharged growth engine.

Nishant Choudhary
  

Nishant is a marketing consultant for funded startups and helps them scale with content.

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