Since the beginning of the pandemic, online businesses seem to be the new normal. Day after day, we’ve seen even more and more companies going online, which only means: more competition. However, the pandemic is not the only trigger for companies going online—especially SaaS businesses.

SaaS businesses can be anywhere in the world. They can provide services to anyone worldwide. Let’s take Speaker Engage or Airtable, for example. A company in Rome needs to plan and manage their next co-selling event, or a marketing team based in Lisbon needs to use a system to follow up.

Nevertheless, despite having the whole world at your disposal, sometimes it gets hard to get new clients and make your business grow, right? Perhaps, you’re facing one (or some) of the challenges that SaaS companies face:

• Cloud/SaaS products are dynamic. They’re constantly changing and updating.
• Since it is a niche market, you need to be accurate about who you’re selling to.
• Sometimes, your clients may need your solution, but they don’t understand your terminology.
• In a world full of competition, it’s hard to stand out.
• B2B has short-term sales cycles, so it’s crucial to build a loyal database of customers.
• And many others.

If that’s your case, then you’re not alone. Many B2B companies have the same challenges when it comes to getting new customers.

The best strategy is through Event & Education-Based Marketing.

But not just any kind of marketing. SaaS customers tend to be more logical than emotional when it comes to decision-making. That’s why marketing should be focused on another point of view: value.

Educational-based marketing is a tiny but valuable part of content marketing. People are always looking for content on the internet. Especially content that can help them grow or add some value to their lives or businesses.

Let’s put it this way. When people start to realize that your brand is giving them some kind of value, you begin to generate awareness towards your brand. Therefore, you’re already marketing your brand and services with little effort.

However, to generate awareness, you don’t necessarily have to focus on selling. In fact, you shouldn’t. Instead, you should focus on creating a story and a narrative for your brand. This will generate interest, and your brand will be on everyone’s radar.

Always remember, people, buy from other people, not from brands. That’s why it’s so important to generate trust. And people will actually trust your brand if you educate them, always keeping in mind that you’re doing it because you don’t want them to struggle. You’re actually helping them to avoid or overcome the obstacles you faced along the way.

Once you create your narrative and generate trust, it’s time to develop authority. Because let’s face it, if you have to go to the doctor, you’ll definitely feel calmer if they are well prepared and inspire confidence. The same happens with marketing. The more you share your knowledge with others, they’ll start looking at you as a reference on the matter. That way, your brand will be known as a reliable source, and you’ll get new potential clients for that.

By doing all of the above, you’ll also be qualifying your sales funnel. If more potential customers trust you and know how valuable your brand is, it will make becoming a customer much more manageable.

And of course, the best strategy to optimize your lead generation with content creation is through virtual events.

Virtual events: a valuable way to enable event-based marketing for your business

Virtual events are a resource that SaaS companies (and every company in general) have to showcase products and services to create more opportunities and connections.

Have you and your team ever considered making a webinar? If not, your should! Webinars are the ultimate marketing tool. Here are some reasons why you should start planning your next online event:

• They are an excellent way of creating quality content for your audience.
• It’s the perfect scenario to reach new boundaries and regions, which translates into new potential clients.
• 60% of companies design their webinars to convert attendants into paying users.
• Around 73% of business-to-business (B2B) marketers think they can get high-quality leads thanks to webinars.
• About 54% of professionals watch webinars every week.
• You can generate income just by people attending your webinar.
• Between 2% and 5% of the attendants will buy from you.

This last fact may not sound like a lot. But it is. Depending on the success of your event’s marketing campaign, that 5% may translate itself into an exciting number of new customers. 

Just imagine that you sent 16.000 invitations for your event. If 5% of the people you invited to attend your event actually do it, you’ll have around 800 spectators. And if 5% of these spectators purchase your product or service, then you’ll have 40 new customers at a single event.

If you think that these numbers are great news, we have an exciting announcement for you. 

We’re excited to announce that the 5-Day Co-Sell Webinar with Microsoft Challenge will be available for all of you eager to learn how to finally partner with Microsoft and generate more leads and opportunities for your company.

Signing up is very easy! You can follow this link and register. You’ll get access to the course (including our fantastic Office Hours) for just $49,99.

We can’t wait to have you on board!