The Power of Multi-Channel Marketing for B2B SaaS Companies

A potential customer is scrolling through their LinkedIn feed. They notice your latest post about a challenge their business is facing right now. Curious, they head over to your website and download a case study. It showcases how you helped a similar company overcome the same obstacle.

Weeks later, they receive an email from you inviting them to a webinar where you delve deeper into the topic. They attend the webinar, and by the end, they're so impressed with your expertise that they sign up for a free trial.

This is the power of multi-channel marketing in action. 

It's about creating a seamless and engaging experience for your prospects across various touchpoints, guiding them toward a purchase decision.

This isn't just a hypothetical scenario. I've seen this exact situation play out earlier in my career. It solidified my belief in multi-channel marketing. Now, as Kalungi's SEO Specialist, I'm passionate about helping other B2B SaaS companies achieve the same success.

But here's the thing: many B2B SaaS companies struggle to get multi-channel marketing right. They might be active on a few channels, but their efforts are disjointed, their message is inconsistent, and they're not seeing the results they want. Sound familiar?

In this blog, I’m sharing insights on creating a multi-channel marketing strategy that cuts through the noise and drives serious growth for your business.

Why Multi-Channel Marketing is Your B2B SaaS Growth Engine

Multi-channel marketing is just what it sounds like: using a variety of channels to reach your target audience. These could include anything from your website and social media to email and in-person events. The goal is to make it easy for potential customers to interact with your brand wherever they are.

Nowadays, potential buyers have more choices than ever in how they receive information. The number of available channels is constantly increasing, both in number and variety.

Now, keep in mind that multi-channel marketing isn't just about being present on every platform.  It's about strategically leveraging each channel to create a cohesive and engaging experience for your target audience.    

Here's why this approach is essential for your B2B SaaS growth:

• Build Brand Awareness & Drive Engagement: Consistent messaging across multiple touchpoints reinforces your brand and establishes your company as a reliable player. You can engage your audience in diverse ways: Host in-depth webinars, run polls on social media, and foster ongoing conversations. This varied approach keeps your audience interested and strengthens your brand.

• Accelerate Revenue Growth: By reaching your target audience across multiple touchpoints, you increase brand visibility and generate more leads, ultimately driving faster revenue growth.

• Shorten Sales Cycles: A well-orchestrated multi-channel strategy nurtures leads more effectively, moving them through the sales funnel faster and shortening the time it takes to close deals.

• Increase Customer Lifetime Value (CLV): Multi-channel engagement isn't just about acquisition, it's also about retention. Every interaction across your marketing channels strengthens customer relationships. This leads to increased loyalty, repeat purchases, upgrades and ultimately, a higher customer lifetime value.

• Stay Top-of-Mind: Your audience is constantly bombarded with information, and it's easy for your brand to get lost in the noise. A consistent presence across multiple channels keeps your brand top-of-mind, increasing the likelihood of conversion when the moment is right.

A strategic multi-channel marketing approach positions your B2B SaaS company for growth by effectively engaging buyers across their preferred platforms. But to make it strategic you first need to understand your buyer.

Understanding Today's B2B SaaS Buyer

Your marketing strategy lives or dies by how well you understand your buyer. And B2B SaaS buyers? They're a unique bunch. The buyer journey is becoming more complex as buyers navigate countless touch points, platforms, and interactions.  

There’s rarely just one decision-maker. You should expect a whole team of stakeholders, each with their own influence and priorities. In fact, studies show the larger the business, the larger the team involved in a software purchase.  And they don't rush into things.  The average evaluation process can take a solid 6 months, with buyers carefully comparing an average of 4 different providers. (Gartner, 2024)

With those long buying cycles, staying top-of-mind is essential. You need valuable content, targeted messages, and a clear value proposition that resonates long after prospects’ first encounter your brand. 

Your marketing needs to be more than just a flashy sales pitch.  It needs to educate, nurture, and build relationships over time  – and that's where multi-channel marketing comes in.

According to another study, by the time B2B buyers directly engage with sellers, they're already 70% through their buying process. 

Your buyers are meticulous, spending a significant amount of time conducting their research independently. 

Your marketing should reach prospects wherever they are in their journey, using a variety of platforms and touchpoints to help them make informed decisions.

10 Best Marketing Channels for B2B SaaS

With countless brands vying for attention, reaching your ideal customer and selecting the right marketing channels can be challenging.

Each channel offers unique opportunities to connect with your audience, build brand awareness, and drive conversions. To be successful, you need to understand the strengths of each and tailor your approach accordingly.

Here are 10 essential channels to consider for your B2B SaaS marketing strategy:

1. Software Review Sites

B2B buyers rely heavily on peer reviews.  Platforms like Capterra, G2, Software Advice, and Sourceforge are essential for building social proof and credibility. According to the same study from Gartner, 98% of buyers read reviews before purchasing software, and 66% prefer those reviews to be verified by a third party.  On average, software buyers read 10 reviews before making a purchase decision.

These reviews aren't just influencing human buyers; they also play a role in how Large Language Models (LLMs) like ChatGPT and Gemini assess websites. These AI models use reviews to understand user sentiment and determine if a website or brand is worth recommending. We've confirmed this through repeated testing across different LLMs, as shown in the example below.

This example shows how online reviews are more important than ever for businesses and brands. You should encourage your happy customers to leave detailed reviews, and actively manage your presence on these sites.

2. Content Marketing

Content marketing is essential for organic growth, especially for B2B buyers who are constantly seeking knowledge and ways to improve their skills.  Creating high-quality content that educates, informs, and engages provides immense value to your potential customers.   

High-quality content positions your company as an authority in your industry, building credibility and making you stand out from the competition. 

The goal is to establish your company as a thought leader and build trust with potential buyers. When you consistently provide valuable information, you attract an audience that trusts your expertise and keeps coming back for more.

And here's the best part: content marketing can be significantly more affordable than other channels like paid advertising. 

3. Search Engine Optimization (SEO)

Your target audience needs to be able to find you easily when they search for solutions online. To achieve this, you need to apply SEO best practices to your website, optimizing it for relevant keywords to improve your organic search rankings.

For example, if you offer project management software for small businesses, you'll want to optimize your website for keywords like "project management software," "small business project management," and "project management tools."  

By appearing on the first page of search results for these terms, you can drive high-quality traffic to your website and generate leads.

4. Email Marketing

Email marketing remains a powerful tool for nurturing leads and building relationships. It is particularly effective in B2B contexts, as every professional has an email address that they check regularly.

You can segment your audience and send them tailored emails with content relevant to their needs. These emails can be newsletters or campaigns that deliver personalized content, share product updates, or promote upcoming events. 

You can also use email automation to nurture leads with a series of valuable emails, guiding them toward a purchase.

5. Paid Advertising (PPC)

Paid advertising can be a valuable tool for B2B SaaS companies looking to reach a wider audience and generate leads. 

By placing targeted ads on search engines and social media platforms, you can drive traffic to your website and landing pages, increasing brand visibility and potentially driving conversions.

For B2B SaaS companies, LinkedIn ads are particularly effective because you can target specific job titles, industries, and company sizes.

6. Social Media Marketing

Social media marketing is a great way to build brand awareness. While LinkedIn is often the go-to platform for B2B, don't overlook platforms like Reddit and Quora. These platforms can be incredibly valuable for reaching niche audiences and establishing thought leadership.

YouTube channels are also great for B2B SaaS, allowing potential customers to see your product in action through how-to videos and tutorials. 

Overall, showcasing your company culture, values, and personality on social media is a great way to build trust and make people want to connect with you.

7. Video Marketing

Video marketing is a fantastic way to bring your B2B SaaS product to life. You can use videos to showcase your software's key features and benefits, making it easier for viewers to understand how it works and why they need it.  

Explainer videos can simplify complex concepts and make your product more approachable.  And don't forget the power of customer testimonials!  Video testimonials build trust and credibility by showcasing real people who have benefited from your software.  

Plus, video is incredibly versatile. You can use it on your website, social media channels, email campaigns, and even during webinars.

In fact, with the rise of AI Overviews on Google's search results page, YouTube links are appearing more frequently in results, giving videos even greater visibility.

8. Webinars

Webinars are excellent for engaging your audience at different stages of the buyer journey. They can provide valuable information to those in the early stages, building awareness and establishing your expertise. For those further along, a live product demo can showcase your software's capabilities and allow for real-time Q&A. 

Webinars are also an excellent way to provide ongoing training for existing customers, helping them maximize the value of your product and foster long-term relationships.

9. Public Relations & Media Outreach

Public relations and media outreach can significantly increase your brand's credibility by getting your company featured in relevant industry publications and media outlets. Securing positive media coverage can help you reach a wider audience and build trust with potential customers.  

Consider sending out press releases for product launches or company news, or leverage thought leadership articles and guest blogging to position your company as an industry expert.

10. Industry Events

Industry events, especially in-person ones, can be a goldmine for B2B SaaS companies.  Think conferences, trade shows, and networking events where you can connect face-to-face with potential customers and partners.  

It's a chance to build relationships, showcase your product through demos and presentations, and even close deals on the spot. 

3 Tips for Building a Winning Multi-Channel Marketing Strategy

Building a successful multi-channel marketing strategy is challenging. It requires careful planning, consistent execution, and accurate measurement to achieve the desired results. 

Here are three essential tips to overcome these challenges and build a winning strategy:

Build a Cohesive Experience

Ensure consistency in your messaging, branding, and overall customer experience across all channels. Think of it this way: every interaction a customer has with your brand, whether on social media, email, or at an event, should contribute to a unified and positive impression. This builds trust and creates a memorable brand identity. 

Measure Multi-Channel Success 

Accurately tracking your multi-channel marketing efforts is essential.  This requires careful planning and the right analytics tools to effectively manage and interpret the data.  

By tracking performance, you can see how your campaigns are performing, identify which channels are driving the best results, and make data-driven decisions to optimize your strategy.

One challenge in multi-channel marketing is effective channel attribution.  Determining which channels are driving results and how they interact can be complex. Traditional models, like first-touch and last-touch, can oversimplify things. Some companies prefer to use a multi-touch attribution model that recognizes all touchpoints contributing to a conversion.

Ultimately, the most important thing is to be data-driven and consistently monitor your results.

A/B Test and Optimize

Continuous A/B testing is essential for optimizing your multi-channel strategy. Test different aspects of your marketing campaigns, from email subject lines to call-to-action buttons. This helps you understand what resonates best with your audience on each platform. 

Remember that different channels may require different approaches, so tailor your tests accordingly.

Case Study: Lessons from B2B SaaS Leaders

Faced with a multitude of marketing channels, it's easy to get overwhelmed with questions. Where do you start? Which tactics are the right fit for your B2B SaaS company? How do you launch them effectively?  

Expert guidance can help simplify these decisions and shape a successful strategy.

This was the case for CPGvision, a company with over 12 years of experience in their field that knew their industry and product inside and out, but needed help with marketing. 

They wanted a full-service team to handle everything from research and website development to content creation and SEO. They chose Kalungi, a B2B SaaS marketing agency, to be their complete marketing department.

“For us to rapidly grow, we needed someone to help us build everything from nothing. Research. A new website. A tech stack. SEO. Content and more. We saw different agencies that had different strengths, but none that could do everything. Our board wanted a SaaS B2B expert and Kalungi fit the bill. We felt they had the strongest portfolio across all marketing disciplines and could help us ramp up quickly.”

And the results?

• $4.7M in pipeline sourced by Kalungi
• 533% increase in first-page search engine results
• 603% increase in organic search traffic
• 2 SDRs hired and trained

Let’s Build Your Multi-Channel Strategy Together

Kalungi is a full-service B2B SaaS marketing agency. We've helped over 100 companies achieve significant ARR expansion, customer growth, and market leadership. We develop effective go-to-market strategies and launch successful multi-channel campaigns. Each client engagement is led by an experienced CMO, executed by a flexible team of SaaS marketing experts, and guided by Kalungi's proven go-to-market playbook (T2D3).

Ready to accelerate your growth? Schedule a discovery call with Kalungi today.