Marketing SaaS B2B - strategie wzrostu dla firm software'owych
Marketing SaaS to specyficzny świat. Subskrypcja zamiast jednorazowego zakupu, freemium i trials, CAC vs LTV, churn rate. Tradycyjne podejście B2B nie wystarczy - musisz łączyć product-led growth z demand generation.
Krótka odpowiedź
Specyfika marketingu SaaS
Model biznesowy:
- Recurring revenue (MRR/ARR)
- Subscription-based
- Low switching costs = wysoki churn risk
- Scalable bez inventory
Kluczowe metryki:
- CAC (Customer Acquisition Cost)
- LTV (Lifetime Value) - LTV:CAC min 3:1
- MRR/ARR (Monthly/Annual Recurring Revenue)
- Churn rate (cel: <5% rocznie)
- NPS (Net Promoter Score)
Cykl zakupowy:
- Awareness → Interest → Evaluation → Trial → Purchase → Retention → Expansion
- Multiple stakeholders
- Security/IT approval
- Integration concerns
Strategie pozyskiwania klientów
1. Product-Led Growth (PLG):
- Freemium (basic features free)
- Free trial (14-30 dni)
- Produkt sam demonstruje wartość
- Self-service onboarding
- In-app upsells
- Przykłady: Slack, Zoom, Notion
2. Sales-Led Growth:
- Demo calls
- Enterprise sales team
- Dłuższy cykl, wyższe deal size
- Personalizacja
- Przykłady: Salesforce, SAP
3. Content-led Growth:
- SEO + educational content
- Webinary, ebooks, case studies
- Thought leadership
- Community building
4. Partner-led Growth:
- Integrations (np. app marketplace)
- Referral programs
- Agency/reseller partnerships
Taktyki marketingu SaaS
Demand Generation:
- PPC (Google, LinkedIn)
- Content syndication
- Retargeting trial users
- ABM (Account-Based Marketing)
- Review sites (G2, Capterra)
Conversion Optimization:
- Landing pages na use cases
- Social proof (logos, reviews)
- ROI calculators
- Friction-free trial signup
- Personalized demo
Retention & Expansion:
- Onboarding emails
- Customer success team
- In-app education
- Feature adoption campaigns
- Upsell/cross-sell triggers
- Health scoring
Community:
- User community (forum, Slack)
- User conference
- Ambassador program
- Customer advisory board