B2B SaaS Inbound Marketing: 10 Best Practices to Drive Long-Term Growth

The role of B2B SaaS inbound marketing in today’s digitally transformed world is constantly evolving.

With new technologies and access to information, marketers must stay agile to keep up with the latest inbound marketing tactics, trends, and practices.

The B2B buyer’s journey is more complex than ever, involving detailed decision-making, larger budgets, and longer commitments. This makes it a highly educational, research-driven process, distinct from B2C marketing.

At Kalungi, we help B2B SaaS companies create and execute inbound marketing strategies that engage, educate, and excite prospects. However, inbound marketing is never a one-size-fits-all approach—even for software companies.

For new B2B SaaS organizations, adopting modern inbound marketing best practices is essential. Follow this guide to get up to speed on everything you need to fill your inbound funnel with marketing-qualified leads.

First, let’s review the basics of inbound.

What is Inbound Marketing?  

Inbound marketing is the practice of drawing in potential leads and prospects via strategic content tailored to their needs and interests. Methods such as blog posts, search engine optimization (SEO), social media, and more are used to attract multiple buyer personas, build brand awareness, create trust, and generate leads.

Benefits of Inbound Marketing

Inbound marketing allows software companies to establish brand authority and generate leads in a cost-effective and valuable way for buyers in the SaaS marketing funnel. 

While traditional outbound marketing methods often prove costly, inbound marketing focuses on understanding the pain points your prospects are experiencing and actively researching. By aligning your online digital presence with what your prospects value, your business will become a trusted source on their journey towards ‘better’, creating excitement and marketing qualified leads that drive ROI.

10 B2B SaaS Inbound Marketing Best Practices 👇

Before establishing and executing a B2B inbound marketing plan for your software-as-a-service company, consider how these marketing best practices can be tailored to your B2B SaaS business model and needs.

The first step? Knowing your buyer's journey.

1. Understand Your Buyer’s Journey And Ideal Customer Profile (ICP) 

The B2B buyer’s journey isn’t what it used to be.

Now, with access to information and smart technologies, B2B buyers behave differently and more closely to a B2C customer because B2B buyers value their purchasing experience. In fact, about 80% of B2B buying decisions are based on a buyer’s customer experience.

Because of this, it’s important for your business to consider the buying experience of your ideal customer profile when marketing your product to present your information strategically and mindfully. 

The first step is to understand the modern cycle of your buyer’s journey. The old AIDA sales funnel encouraged creating awareness to yield interest, desire, and action. Now, modern buyers are behaving differently and following this pattern: 

1. Awareness: recognizing a problem
2. Consideration: research and discovery 
3. Decision: leading up to and the actual purchase 
4. Retention: your post-purchase customer experience
5. Advocacy: loyalty and word-of-mouth marketing 

The new model looks like this:

Your inbound marketing efforts should drive awareness, convert this awareness into action, and prioritize retention and loyalty that drives your marketing flywheel. These fundamental strategies will build a great customer experience and loyalty, whether that’s implementing a strong onboarding strategy to periodic health checks with your software users. 

Today, old-style, outbound marketing like PPC advertising (pay-per-click) can get costly, doesn’t establish a connection with customers, and delivers short-term results. Modern B2B inbound marketing proves that organic efforts are more profitable, sustainable, and drives long-term results like customer loyalty. 

To establish this industry authority and subject matter expertise, start by creating a website that truly reflects your brand identity. 

2. Building an Intuitive Website That Converts

Without a strong online foundation, your potential customers will struggle to believe the message you’re trying to send. This is why building an intuitive, aesthetic, and informational website is crucial to modern B2B marketing, not only for the reputation of your business but the overall message of your brand. 

Your landing pages are an important part of this message. Who is your ideal customer profile, and what are their pains? What are you bringing to the table, and how can you provide relief from what they’re struggling with? 

Include strong headlines that will resonate with your audience, and encourage them to keep exploring with benefits, case studies, and properly attributed lead capture forms to draw prospects into your marketing funnel before they leave your website. 

This should include a clear call to action (CTA) that provides value for your ideal customer profile, from signing up for webinars and learning series, to whitepapers and newsletter subscriptions.

The most important part of building a successful website is to provide valuable content and messaging that resonates with your audience. 

To do this for your software company’s website, implement the following:  

1. Make your B2B SaaS website easy to navigate. Use clear language and CTAs with engaging language, imagery and information.
2. Ensure the page loading time is sufficient. Compress your graphics and images, and limit your outbound links to less than 100 to speed up the loading process.
3. Ensure the design is appropriate and appealing. Use your brand’s core design elements and iconography to portray a consistent, visually appealing brand identity with plenty of white space. 
4. Cater to your customer’s needs. Pay attention to website traffic, on-page behaviors, and overall metrics from your website’s reporting dashboards. Make ongoing adjustments and optimizations to your website. 

The content you create for your website, however, is a crucial element of modern B2B marketing as it speaks to the reader and represents your brand’s voice. 

3. Content Is King For Your B2B Inbound Strategy

Content marketing is the process of creating engaging content such as blogs, webinars, and eBooks, largely used for modern inbound marketing to educate prospective leads and position your offerings.

Content marketing has grown increasingly popular for modern B2B businesses because it costs 62% less than traditional marketing, and yields 3x the amount of leads. 

But content isn’t just writing blogs -- it’s everything your ICP will find valuable. Types of content to include in your B2B marketing strategy include: 

• Pillar pages and cluster content 
• Videos 
• Webinars 
• eBooks 
• Whitepapers
• User guides 
• Testimonials 
• Case studies 
• Checklists
• Templates
• Infographics
• Podcasts 
• Slide decks 
• Research reports 
• Newsletters
• E-courses
• ROI calculators 
• Product demos 

Content marketing creates funnel demand because every piece of content you distribute guides your potential buyers toward making a purchasing decision. Publishing consistent, relevant content establishes a tone of authority and helps your brand become a trusted source for prospective customers so when they’re ready to take that next step, you’re their first choice. 

B2B SaaS content marketing strategy is largely driven by SEO. By creating SEO-friendly content, you're optimizing your content to rank as high as possible on the search engine results page (SERP).

And while the technical details behind SEO can get complex, B2B SaaS companies can follow these simple practices to increase SERP rankings and outshine competitors: 

1. Establish keyword research: Step into the shoes of your customers and research phrases or words they’d enter into a search engine themselves at various stages in the buyer’s journey.
2. Research your competitors: What do your competitors rank for, and what is that content about?  
3. Create valuable, engaging content: What are your customers asking? Where are there gaps in content? It’s important to note that while keyword research is an important part of content marketing and SEO, black-hat SEO techniques like keyword stuffing and link farming should be avoided because it can appear ingenuine and choppy to potential clients. 
4. Promote your content on other platforms: Social media channels and email marketing will broaden your audience and establish more potential leads. 

Once you have a solid foundation of optimized, valuable content, it’s time to promote and distribute this content to nurture contacts into leads across your communication channels.

4. Engaging Prospects Through Email Marketing

59% of B2B marketers claim email is the most reliable form of generating revenue with a return on investment of $44 for every $1 spent.

B2B clients already understand their needs, which is a well-crafted email marketing strategy that can be an effective mode of modern marketing if used correctly. 

Similar to content marketing, experts suggest making your emails easy to skim with a clear message. Some simple rules to follow for effective B2B email marketing include: 

1. Write a clear, compelling header and subject line. You only have one chance to catch your reader’s attention and, in a sea of other emails, it’s important to stand out.  
2. Choose quality over quantity. Don’t spam your readers, or your email deliverability will fall and you’ll struggle to repair this. 
3. Personalize the experience. Use personalization tokens such as each recipient’s name, company, and industry to tailor your offering and messaging to their needs. 
4. Make it mobile-friendly. Over half of your b2b email performance will likely come from mobile devices. Make sure that your email is visible on mobile by sending yourself test emails and reviewing this from your computer and mobile device(s). 
5. Always include a CTA. This is the goal of your email -- whether that’s to drive traffic to a certain landing page or increase social media engagement. This should be heavily integrated with your header and subject line. 
6. Always be testing. To identify which times and days garner the highest engagement, send your emails across a variety of times to identify which time works with your ideal customer profiles.  

Email is also a great way to stay in touch with existing clients. Utilizing email for newsletters, conducting surveys, and asking for feedback is a great way to secure a loyalty loop and give clients an intimate experience and easy access to communicating with your business. 

Utilizing social media can become an integral part to grow your email lists by promoting social sharing and directing users to CTAs. 

5. Driving Engagement Through Social Media

Oftentimes, B2B SaaS inbound marketing professionals overlook social media platforms because it’s a widely used marketing tools for B2C businesses. Still, inbound and outbound B2B marketing experts would argue that establishing a strong social media presence gives B2B businesses a direct communication channel to their customers in order to better understand personas and pain points. 

Through a distinguished brand voice and a focus on your audience, take note that every interaction with your customers via social media is a valuable data point. By making social media about your audience rather than your business, you’ll increase organic reach and in turn, drive more users to your webpage. 

Depending on your marketing goals, important social media KPIs to track include: 

• Organic reach
• Impressions 
• Engagement 
• Follower count 
• Clicks 
• Leads from social media

While LinkedIn is an important social platform for many B2B businesses, don’t limit yourself. A variety of B2B businesses have successfully utilized other social platforms, like Facebook and Instagram, to engage their audience and establish a loyal customer base. 

For example, Salesforce utilizes Twitter to establish touchpoints for their customers, consistently replying to comments, updating followers on their work, staying up-to-date with current events, and highlighting their employees.

Additionally, if you have a strong content creation machine in place, it’s easy to take valuable content and atomize that into smaller, bite-sized content that's perfect for social media. Through a well-rounded social media marketing strategy, you can build and strengthen your relationships with your customers in a human, meaningful way. 

6. Using Analytics to Track and Optimize Your Strategy 

The most effective marketing strategies are data-driven and continuously optimized. At Kalungi, we incorporate dashboards across every facet of our inbound (and outbound) marketing efforts to gain transparency into what’s working and improve what’s not. 

First, you must identify what you want to measure. We typically measure the following: 

• Organic traffic across the site and blog 
• Number of keywords in top 3 and 10 
• New contacts/MQLs  
• Conversion rates across forms and CTAs 
• Open rates and CTR

When you’re monitoring your inbound marketing funnel and success, focus on SMART KPIs (key performance indicators):

Specific 

Measurable 

Attainable 

Relevant 

Time-bound 

To learn more about marketing dashboards for your B2B marketing function, check out our free marketing dashboard template. If you’re focusing specifically on content marketing and SEO, read this blog and download our free B2B SaaS marketing dashboard template!  

7. Automate Your Inbound Efforts For Scalability (With The Right Tools)

Every B2B inbound strategy must be scalable, or you won’t be able to keep up with the long-term results the above marketing strategies drive.

By creating SEO-optimized content and lead magnets that your ICP actually wants, you’ll eventually run out of bandwidth and the ability to connect with every lead that enters your pipeline. 

Because of this, automation is key. We create automated workflows for our clients whenever possible, from sending email nurture sequences to new contacts via forms or updating contact attributes after certain actions have been taken. As your company grows and your marketing team has more demand, this is essential to keeping a clean, organized, and effective marketing pipeline and overall function. 

Not all marketing automation tools are created equal and often require complex (or costly) integrations, and it proves extremely difficult to set up custom integrations between platforms like Salesforce and Hubspot. Because of this, we always recommend users stick to one platform that includes all facets of your marketing and automation. For example, if you're using Salesforce for CRM, it is better to utilize its built-in marketing automation tools instead of integrating with external platforms. Find the right Salesforce specialists for your needs.

You can learn more about commercial operating systems and marketing automation for B2B inbound marketing here. 

8. Create a Customer-Centric Feedback Loop

Your existing customers are a goldmine of insights that can shape your inbound marketing efforts. 

Regularly gather feedback through surveys, customer interviews, and online reviews. Use this information to refine your content, adjust your messaging, and improve your offerings. Additionally, leverage this feedback to create compelling case studies that showcase customer success. 

These case studies can be featured on your website, shared on social media, or included in email campaigns to build credibility and drive engagement. Creating a feedback loop also fosters customer loyalty, as your audience feels heard and valued.

9. Collaborate Through Co-Marketing and Strategic Partnerships

To scale, you need to cultivate different types of partnerships that will help your B2B SaaS grow.

Teaming up with complementary SaaS companies is a powerful way to expand your reach and credibility. Consider co-marketing initiatives such as joint webinars, collaborative case studies, or co-branded eBooks that showcase how your solutions work together to solve customer challenges.

Partnerships also allow you to share resources like audience insights and distribution channels, giving your content greater visibility. Additionally, these collaborations can open the door to cross-promotions, guest blog opportunities, and even bundled offerings that appeal to both audiences. By aligning with the right partners, you can create win-win campaigns that build trust and elevate your authority in the industry.

10. Create Customer-Focused Content for Retention and Upselling

The customer journey doesn’t end at acquisition—retention and upselling are key to long-term growth. Develop content that helps your customers get the most out of your product.

This could include step-by-step tutorials, comprehensive user guides, and interactive video walkthroughs that address common pain points. Welcome emails with personalized tips, FAQs, and links to your knowledge base can also set the tone for a positive experience. Beyond onboarding, consider developing advanced use-case guides, hosting regular Q&A webinars, or creating client case studies to highlight real-world applications. 

Engaged customers who see continuous value are more likely to stick around and consider upgrades or additional features. They are also more likely to refer you to other companies. By focusing on their needs, you can reduce churn, foster loyalty, and create new opportunities for upselling over time.

Bringing It All Together: Your B2B SaaS Inbound Marketing Roadmap

Old marketing approaches might bring short-term wins, but they won’t help you build the loyal customer base your SaaS business needs to thrive. The “pay-to-play” model can drain resources fast without delivering consistent returns.

Instead, focus on the essentials: understand your buyer’s journey, identify your ideal customer personas, and build an inbound strategy that genuinely speaks to their needs. 

Not everything will work the first time, and that’s okay. Take a step back, re-evaluate, and make adjustments as needed. Growth is a process, not a quick fix.

If you’re a SaaS founder looking for expert guidance on building a strategy that aligns with your goals, Kalungi is here to help. Let’s build something great together—contact us today.