A long-held truth in marketing has been that B2B sales cycles are longer than B2C. But in the world of Software as a Service (SaaS), that’s not always the case. They can vary depending on the pricing associated with the offering. That’s why a SaaS marketing strategy needs to weigh a few factors in order to be effective and increase sales.
An experienced SaaS marketing agency helps a SaaS provider understand what it costs to get new clients. If a SaaS solution is expensive, for example, a company could see six-month to three-year sales cycles. These high-dollar transactions require different marketing approaches compared to smaller, lower-priced solutions with shorter sales funnels and buyers who may decide after a few days or even hours of internet research.
Understanding these dynamics informs SaaS lead generation strategies and goes a long way in driving strategy with B2B customers. At the same time, marketing content must be relevant and speak to the personal needs of the buyer.