In this guide, we lay out the high-level marketing strategy that is optimal for SaaS companies targeting enterprises. This approach has three elements:<\/p>\n
We\u2019ll begin with establishing your marketing goals.<\/p>\n
The first step when developing an enterprise SaaS marketing strategy is the same as it is in any marketing campaign: Identify your goals with as much precision as possible. Doing so will shape the rest of your strategy.<\/p>\n
Common marketing goals for enterprise SaaS companies are:<\/p>\n
With your goals established, the next step is to understand who your audience is, and develop personas for each. Are you targeting the high level decision makers (i.e. C-suite, Directors, VPs), or boots-on-the-ground users (e.g. engineers, designers, product managers) with the aim of making them evangelists for your product? Your answer to this question will determine the language you use in your marketing content, the pain points you address, and the channels you invest in.<\/p>\n
The table below shows the audience you should target and the best channels to invest in for each common enterprise SaaS marketing goal, as well as which KPIs you should track for each.<\/p>\n