Marketing a SaaS product is no easy feat! And hitting a sales slump is more common than you might think, especially when tougher economic conditions mean slower sales and prospects taking longer to make decisions. The key is to act swiftly and strategically. 

Here are 15 recommendations from EndGame’s own marketing partner, Tina Comrie of The Attention Agency, that will help you revitalise your sales pipeline and stimulate demand.

1. Re-evaluate your ideal customer profile

When was the last time you reviewed who your ideal customer is? Take some time to workshop it with your team to make sure that your target audience is still relevant and accurately defined. Your product (and the market) may have shifted since you last did this exercise, and you need to evolve your messaging and targeting if so.

Do some market research - this could be via a survey, customer interviews, or general competitor analysis to gather insights. Look at your best customers and identify their common characteristics (pain points, reasons for signing up, how your product improves their lives etc).

2. Assess your content marketing strategy

Now that you are clear on who you’re talking to (see the point above), you need to be sure that you have content that’s relevant to those people at each stage of their decision-making journey. Content remains king! 

Audit your existing content for relevance, engagement, and SEO performance. Where are the gaps? Create a content calendar that includes a variety of formats like videos, blog posts, whitepapers, case studies, testimonials, infographics etc that address your audience's pain points. You could use tools like SEMrush or Ahrefs to identify some high performing keywords and content gaps.

3. Leverage social proof

Your potential customers trust peer recommendations more than brand messaging! It can seem like a daunting task, but gathering some customer testimonials, reviews, and case studies is super important when it comes to product marketing. 

Encourage your most satisfied users to share their experiences on social media and review platforms. Create a dedicated section on your website for showcasing these. 

4. Invest in targeted advertising

When your organic reach isn’t enough, paid advertising can provide the boost you need. Just be sure that you engage an expert to help you with this as a poorly planned ad campaign or rubbish creative can end up with you feeling as if you’re throwing money into a pit…

Allocate a budget for search campaigns on Google Ads and potentially other social media platforms. Use A/B testing to optimise ad performance and target specific segments of your ideal customer profile. Retarget visitors who have interacted with your website or product but haven’t converted yet.

5. Nurture your leads

A strong nurturing process can convert lukewarm leads into hot prospects. Almost nobody will convert on the very first interaction with you so you need to stay in front of them with value-packed content that helps nudge them over the line.

Implement a robust email marketing strategy with personalised drip campaigns. Most decent CRMs will have marketing automation tools to send timely, relevant content to leads based on their behaviour and stage in the buyer’s journey. Segment your email list to ensure each lead receives the content that is most relevant to their specific needs and interests.

6. Host webinars and live demos

Engage directly with your audience by showcasing your product’s value in real time. Plan and promote webinars or live demos that highlight use cases, new features, or industry trends. Follow up with attendees to continue the conversation and move them further down the sales funnel. Record your webinars and use the footage for on-demand viewing, and social posts later on. 

7. Refine your sales pitch & process

Is your sales team armed with compelling, up-to-date collateral that succinctly addresses your prospects’ needs? When was the last time you reviewed this material? Is everyone clear about the actual process - what needs to happen at what stage? 

Hold regular training sessions for your sales team, with excellent sales collateral and scripts to reflect any changes in your product, market conditions, or customer feedback. Use role-playing exercises to help your sales team practice and refine their pitch. It might seem silly at the time, but it really does help!

8. Collaborate with industry influencers

When it’s done right, influencer marketing can give your brand credibility and extend its reach. But you need to do your due diligence! Identify and reach out to influencers within your niche. Offer them a trial of your product or collaborate on co-branded content to tap into their audience. Focus on micro-influencers who have a dedicated and engaged following among your target customers.

9. Review your website

Your website is often the first impression potential customers have of your business. It’s your shop window - but beyond just looking pretty, you also need to make sure it’s optimised for easy conversion. Don’t ask your customer to have to go looking for the info they need, or make it hard for them to book a demo or sign up. Start with a UX/UI audit of your website. Simplify navigation, check mobile responsiveness, and make sure there are clear calls-to-action on every page. Use heatmaps and user session recordings to identify and fix usability issues (Hotjar is good for this).

10. Implement a referral program

Word of mouth is the gold standard! Encourage your existing customers to refer your product to their network. Create a referral program that rewards both the referrer and the new customer. Promote this program through your marketing channels and make sure it’s super easy for customers to participate.

11. Engage with communities and forums

Jump into industry-specific forums and online communities where your target audience spends time. Share valuable insights, answer questions, and engage in discussions without overtly selling. Establishing yourself as a thought leader can organically drive interest in your product - just avoid being overly promotional.

12. Leverage your own personal brand on LinkedIn

Don’t be shy - your personal brand can be one of the most powerful assets in generating leads for your business. Regularly post insightful content, engage with industry folk, and share your company’s successes, learnings, and product updates. Engage with prospects and existing connections by commenting on their posts and joining relevant LinkedIn groups.

13. Value-packed email marketing

Your marketing emails should provide value - not just sales pitches. A good email program should offer useful information, industry insights, and tips. Personalise your emails and include a mix of educational content, product updates, and special offers to keep your audience engaged.

14. Get listed (and maybe advertise on) SaaS marketplaces

SaaS marketplaces like G2, Capterra, and Software Advice can drive significant traffic and leads. Consider running sponsored listings or ads to increase visibility. Encourage your satisfied customers to leave reviews on these platforms to lend credibility to your product. You’d be surprised how often a potential user will size you up versus your competitors on these platforms so don’t dismiss their importance. 

15. Monitor and adjust your strategy as needed

Be sure to regularly review your marketing and sales efforts to identify what’s working and what’s not. Use analytics tools to track the performance of your campaigns and be prepared to pivot your strategy based on insights. Set up regular review meetings to discuss performance metrics and make necessary adjustments.

By implementing these steps, you can breathe new life into your sales pipeline and set your SaaS business on a path to sustained growth. Remember, the key is to stay proactive, adaptable, and customer focused.

Tina from The Attention Agency