SaaS Marketing Trends Part 1:
In 2020, organizations encountered more uncertainty and rapid shifts than in any other time in recent history. In 2021, organizations will face many similar challenges as the world will still be dominated by the pandemic for the foreseeable future while vaccines are gradually distributed.
With the chaos of 2020 now behind us, it’s time to look ahead to what we can expect from the next year. The pandemic has led to a major shift in the way brands connect with their consumers – so as we have turned a corner into the New Year, what marketing trends will continue to permeate in 2021 for SaaS? Over the next three months, we will be sharing small pieces from our internal research before the launch of our marketing intelligence resource SaaS IQ.
As we dive into 2021, here is the first trend to consider:
Content is Still King – According to Demand Gen, B2B customers in today’s environment progress more than 70% of the way through the decision-making process before ever engaging a sales representative. If you aren’t focused on your content’s presence online, then you’re missing out on an incredible opportunity to build lead generation and make sales.
B2B customers are using digital content to make their purchasing decisions. An overwhelming majority (89%) of B2B prospects are using content in their decision-making process and they conduct 12 searches prior to engaging on a specific solutions site (searching through blog posts, white papers, use cases & testimonials, webinars, e-books, etc), according to a survey conducted by Google partnered with Millward Brown Digital.
B2B consumers are searching for content before ever reaching your website or talking to a sales rep. Over half (51%) of B2B buyers say they look more to content now than ever to make purchasing decisions, according to a 2016 Content Preferences Survey Report. When asked why B2B buyers selected one vendor over others, 75% said content had a significant impact on their buying decisions.