B2B SaaS Marketing Strategies: Top Tactics for Rapid Growth

It’s set to be an interesting few years for B2B SaaS marketing strategy.

Successful marketing campaigns in the sector have revolved around gaining traction in an increasingly competitive market – which isn’t set to change any time soon.

Meanwhile, advanced generative AI technologies are transforming enterprise software suites, with competing businesses racing to deliver intelligent automation and predictive analytics features. And, as well as competing to build them, they are competing to sell them to increasingly eager enterprise buyers (a recent McKinsey study suggests that 92% of businesses are planning to invest more in generative AI over the next three years).

We can’t map out these brand new features for you. We’re not AI engineers or UX designers.

But, as SaaS marketers, we can tell you that prioritizing high growth will help you establish, cement, and expand your ability to reach new customers in this crowded, rapidly changing market. This is because:

• High growth drives more revenue, which you can invest in new feature development
• High growth results in higher visibility to key decision makers in businesses you want to attract

Here are our top tactics for driving rapid growth across your SaaS business.

PPC: the ultimate B2B marketing strategy for rapid growth?

We love organic SEO, but it’s a long-term strategy with long-term payoff. If your business needs an immediate injection of prospects, leads, or revenue, it’s not your best option. For rapid growth, PPC wins, hands down.

Why PPC?

Firstly, you gain immediate visibility. You don’t need to wait for Google to index and rank your landing page, then watch it crawl slowly up the search rankings. You pay for an advert, and it’s there – in the middle of your target audience’s social feed, or right at the top of their search results.

Secondly, you get a lot of control over how and where customers see your ads and landing pages, and which audiences they appear to. PPC platforms offer a range of audience targeting options, so you can ensure you’re maximizing your chances of your business being seen by the right audience.

Which PPC platform is best for me?

You want direct growth? Opt for a Google Ads-led strategy.

This is because Google displays search ads based on their relevance to keywords a user has searched for, often related to a product or service. Social PPC platforms target users based on interests and past behavior, even if they have no immediate purchase intent.

Google Ads tends to drive more ready-to-buy leads (and by extension revenue growth) as a result.

That said, it’s important to diversify so that you’re not completely reliant on one platform. Social PPC platforms offer a solid source of leads whilst building brand awareness and visibility that’s useful for long-term success.

Facebook Ads offers huge potential for visibility, especially among Millennial-plus demographics who are more likely to be in senior decision-making roles. Meanwhile, industry-focused LinkedIn Ads campaigns are a fantastic way to go direct to confirmed industry audiences and build ridiculously effective ad campaign funnels.

3 quick PPC tips for B2B SaaS businesses

1. Cycle your ads monthly – B2B SaaS sales cycles verge on the longer side, with leads performing the same search several times. If they keep seeing the same ad, they will ignore it.
2. Use negative keywords to fine-tune your targeting – this makes sure your PPC platform doesn’t display your ads to poor-fit prospects, so you don’t waste ad spend winning leads that won’t convert.
3. Use long-tail keywords – more specific long-tail keywords often suggest higher purchase intent, whilst being less competitive and (as a result) cheaper to bid on.

Promoting standout features accelerates growth

B2B SaaS is a crowded space. Unless you’re working on some seriously cutting edge stuff (time travel, teleportation…), it’s likely that there are products similar to yours on the market.

Operative word here: similar. Not the same.

Despite how competitive the market is, your product will have a few points that your competitors fall short on. Cut through the noise by placing these front and center in your marketing efforts. Lots of businesses offer B2B SaaS solutions – show what’s special about yours.

Campaigner: simple and effective SaaS B2B marketing

Your USP doesn’t have to be some market-first, AI-enabled, super-smart workflow tool to attract buyers.

Email marketing platform Campaigner could have chosen to list their software features to attract buyers. Equally, email marketing platforms broadly offer a similar feature set – buyers understand this and ignore boring ads that list common features.

Instead, they honed in on two key points that set them apart, and really resonate with their target audience of SMBs:

• A lower price point than their competitors for advanced email features
• No need to pay for an extended marketing suite that

It’s simple, it’s effective, and we imagine the PPC ad below attracts a significant amount of attention (briefly introducing an automation workflow to give their audience an idea of how advanced their features are is a nice touch).

One of Campaigner’s current PPC ads (via Google Ads)

Use loyal customers to drive growth

According to a 2024 Gartner report, 98% of B2B software buyers consider online reviews an important part of making a purchase decision – and 66% prefer reviews verified by a third party.

This is a phenomenon known as ‘social proof’. People are more likely to trust recommendations from those close to them, such as friends and colleagues, than your ads – no matter how brilliantly put together your campaigns are.

Successful SaaS businesses weave social proof into their brand messaging from the moment you land on their website. Marketing and SEO tool SEMRush’s homepage is a prime example of this, with:

• A list of high-profile customers directly below their main headline
• An attention-grabbing review taken from an independent platform (G2)
• Figures demonstrating how widely used and trusted their product is
• Customer quotes, sorted by feature set so that prospects can find testimonials most relevant to them

6 ways to leverage social proof to accelerate growth

1. Track your NPS (Net Promoter Score) via customer surveys: NPS is a measure of how likely your customers are to recommend your product to a friend or colleague. Monitoring it allows you to make improvements to your product offering and also gauge when you have enough positive sentiment to use as a marketing tactic.
2. Reach out for reviews proactively: Businesses that do this receive lots more positive reviews because they are prompting satisfied customers to review them. Leave it to chance and you’ll get majority negative reviews, because people are more motivated to share negative experiences than neutral or positive ones. You may find that offering incentives (prize draws, small vouchers) increases the responses you receive.
3. Quotes and stats are king: Client testimonials are a powerful sales tool – make sure they are substantiated with concrete figures. Get in touch with your star clients for some statistics showing how your product has transformed their business, and for a couple of headline quotes you can use to grab attention on your homepage.
4. Set up a referral scheme: If your NPS is strongly positive, incentivize recommendations with an official referral scheme which rewards successful referrals with financial incentives.
5. Target the review platforms most relevant to your sector: Software-specific review sites like Capterra and Software Advice are regularly used by high-level decision makers to compare B2B software. Make sure you build a strong presence on these alongside more general sites like TrustPilot and FeeFo.
6. Use industry awards to increase recognition: G2, Gartner, and many others offer recognition for B2B SaaS companies whose users love their product. Put your business forward for everything you can, and use all the awards you receive in your marketing materials – that ‘5-star TrustPilot’ badge or Gartner Magic Quadrant nod won’t win business by itself, but it will emphasize the quality and trustworthiness of your product to interested prospects.

Supercharge your growth with expert PPC strategy

At Velocity, we’re all about building customized PPC campaigns that bring you more, better quality leads quickly, allowing you to supercharge your revenue growth in a short amount of time.

With millions of dollars of campaign spend behind us and years of experience with SaaS clients, we know what works – and we’d love to see how we could help your business drive the growth you need for success.

Get in touch today for a quick chat.