Accelerate Your Growth With SaaS Marketing Automation

What is SaaS Marketing Automation?

SaaS Marketing Automation is a software-as-a-service (SaaS) business solution that helps you automate your marketing processes. You can use it to streamline your marketing operations, improve your customer experience, and increase overall customer satisfaction.

SaaS Marketing Automation has three main components:
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CRM

Customer relationship management is software that manages communication with customers, including customer data management, lead nurturing and lead generation, sales forecasting, and tracking of events/conversations between the company and buyers. This helps to retain customers, aid with user onboarding, monitor user behavior, and more. These valuable insights lead to more positive customer journeys, and greater customer feedback thereby improving your company’s performance.

CMS

A content management system is used for creating content like blogs or pages on websites which are then published by CMS automatically. This can be by different users across various marketing channels like web or mobile apps.

CMF

Customer managed flow allows companies to create customized flows based on specific segments or user roles, for example, Sales Person vs Marketing Manager vs CEO, so they see only what’s relevant to them at any given time without having access to confidential or sensitive information.

The way you use the software is up to you. You can use it as a simple CRM or CMS, or combine all three components so that they work together seamlessly.
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How Can SaaS Marketing Automation Benefit My Business?

If you’re a startup or scale-up and have experienced the frustrating task of trying to do everything manually, then you know how quickly time and resources can get sucked up into all the things that need doing. Not only is this bad for your bottom line, but it’s also really irritating if you want to focus on growth.

By using a SaaS Marketing Automation tool, businesses can improve their customer experience, increase revenue and reduce costs. Some of these benefits are:

Enhanced Targeted Messaging

SaaS marketing automation can help you send targeted messages to customers, so you can deliver exactly the information and products they need. The way it works is that you collect data about your customers’ preferences and interests, then use this information to determine which content and campaigns will be most relevant for each customer. For example, if a customer has expressed an interest in your company’s new product or service on their website, then you could use SaaS marketing automation to target them with a personalized email offering more details about that new service.

You can also use data from your CRM system to determine which customers are likely to benefit from a personalized message based on previous interactions with the company—for example: If a particular customer has been looking at pages related to pricing plans recently but hasn’t yet signed up for one yet, then sending them an email with more information about pricing plans might be useful as part of an SaaS marketing automation campaign.

Accelerates Lead Generation

SaaS marketing automation allows you to significantly increase the speed of your lead generation. This is because you can target leads then convert more of them into customers.

Leads are generated in a more targeted way because you can use data from your CRM system or data analytics tools to identify potential customers who have opted-in to receive offers from similar companies before they even reach out to them. As such, leads are generated much more efficiently and cost effectively because your efforts aren’t wasted on the wrong people.

Boosts Revenue

SaaS marketing automation is a powerful tool that can help your business increase sales. Here’s how:

• It helps you automate repetitive tasks, so you can focus on other important aspects of your business. For example, if you are frequently updating the content on your website, SaaS marketing automation will allow you to do this automatically instead of having to remember to do it yourself every time. This frees up time for other important things like improving customer relationships and spending time with prospects who are interested in buying your product/service.
• It allows you to scale quickly without adding more staff or hiring expensive outside consultants who may not be familiar with your industry.
• You can track sales opportunities in real-time through automation triggers based on valuable customer insights from previous interactions with customers (such as abandoned shopping carts), or new leads generated from marketing campaigns, creating new customers.

Reduce Your Costs

Let’s talk about how SaaS marketing automation can reduce your costs:

• Increased efficiency: The better you’re able to understand your customers and their buying journeys, the more efficiently you’ll be able to reach them. With more accurate targeting and more precise messaging, there’s less need for broad-based campaigns, which typically result in fewer ad clicks. It also means fewer non-converting leads. This leaves you with only prospective customers who are likely to buy from you. You’ll spend less time and money on low-quality prospects or ones who aren’t ready for a purchase yet, so CPA will go down even further. It’s a virtuous cycle!
• Reduced cost per acquisition (CPA). By focusing efforts on qualified prospects who are closer to buying from you than your competitors, you get much better returns while spending less overall than before—a win-win situation! For example: if you were paying $5 CPA before implementing SaaS marketing automation but now have cut it down by 60% ($2), then your overall cost has decreased by 60%. Now imagine if you were paying $20 before…

Strengthens Customer Experience

Automate your marketing campaigns so that customers never feel like they’re being left in the dark. If you have an automated follow-up sequence, it will continue until you decide to pause or end it.

For example, you can set up a follow-up email marketing automation campaign with automated drip emails to send out after someone downloads your ebook. This way, if they don’t open that email within a certain period of time (say 24 hours), then another will be sent out automatically.

This way, you’re not leaving your marketing to chance; instead, you can set up a marketing automation strategy that can begin immediately after a conversion!

Saves Time

SaaS marketing automation saves time by automating repetitive tasks. For example, it can schedule outreach emails to prospects at the right time and track who opens them and which links are clicked. It can also create a series of automated follow up emails that nurture leads as they become leads and then customers.

In fact, SaaS marketing automation allows you to focus on what matters most: making money!

Marketing automation allows you to build a database of contacts that can be used for future campaigns. It also makes it easy to create and send personalized emails or drip campaigns, which is ideal for nurturing leads. You can even use marketing automation to create a webinar registration page, collect attendee information, and track who attends the event.

What is Fractional CMO?

For many businesses, hiring a full-time Chief Marketing Officer may not be within the company budget. So how do you get the expertise needed to help scale your business? This is where fractional CMOs from Roar CMO, comes in. Roar CMO offers SaaS companies and other businesses access to marketing experts on a temporary or as-needed basis, allowing you the ability to utilize an experienced professional who can help your business reach its goals faster. Roar CMOs are able to determine and help implement what is needed to help your business strive, including marketing strategies, marketing software, search engine optimization, any automation tool that may be needed, such as email marketing automation, and more.
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What Are The Features of Marketing Automation Software?

You’re probably wondering what the features of marketing automation software are. Marketing automation suites provide a variety of tools that can automate and streamline many marketing processes, including:

Automated Email Marketing Strategy

Email marketing is one of the most effective ways to reach your audience. Emails are easy to create and send, and they are delivered instantly to your customers’ inboxes. They can be used to promote products, services and events.

Email marketing has some drawbacks as well:

• It’s important that you only contact people who have given you permission for this type of communication. This means you’ll need a buyer list or list of potential buyers. For example, if you run an e-commerce store selling office supplies online then it would make sense for you to contact previous customers who bought office supplies from your store in the past. This is because these people may be interested in buying more office supplies in the future (and possibly from other online retailers).
• Don’t forget about spam filters! If someone receives too many emails from one sender then those emails may end up being flagged as spam by their email provider’s spam filter system — which means they won’t even get delivered!

Automated Integration

If you’re using multiple tools to manage your business, then it’s important to consider how SaaS marketing automation can integrate with other software.

There are several ways that a marketing automation platform can help you automate your marketing efforts:

• Automated integration with CRM systems makes it easier to keep track of leads. You can set up automated email campaigns based on people who convert from being a lead into being part of the sales process.
• Automated integration with analytics software like Google Analytics allows you to see which channels are most effective at generating conversions so that you know where best to focus your efforts. This could include retargeting ads or optimizing landing pages for keywords that generate traffic but don’t result in immediate conversions (for example, “how do I use this tool?”). It’s also possible for SaaS companies selling business-to-business products—such as those working directly through their own website—to use their data about customer interactions on their websites and mobile apps in order to provide more customization or make pricing recommendations.

Distribute Content Efficiently

SaaS marketing automation gives you the ability to distribute content efficiently.

First, when your customer is given an opportunity to engage with your brand on a consistent basis, it can help build trust and loyalty. This is especially true if the quality of your communications improves over time.

Second, having a centralized hub where all of your customers’ contact information lives will make it easier for them to reach out if they need assistance with something related to one of your products or services.

Third, because there are so many ways people consume media today (email inboxes, social media news feeds, etcetera), keeping up with how people prefer receiving information will be key in reaching them effectively long term.

Streamline Social Media Management

Social media is a great way to reach your customers. It’s also a great way to get feedback, build your brand and community, and engage with customers on a regular basis.

Social media marketing automation tools help streamline the process of managing social media accounts so you don’t have to spend hours every week doing so manually. Instead, you’ll have software that does it for you automatically—and can even help with other aspects of social media management like posting content at certain times or tracking what works best for driving traffic back to your website.

Automated Segmentation and Customization (Personalization).

This is perhaps one of the most important features of SaaS marketing automation tools; it allows you to create specific segments based on who they are, what they like, and where they came from. You can send them targeted messages and offers, maybe even through in-app messaging or texts. For example, if someone has visited your website multiple times but has not signed up for anything, you may want to send them offers via email or push notifications instead of waiting until they convert into customers before reaching out again.

Segmentation also includes re-engaging with leads who did not convert into customers by sending them messages at different points in time (for example, three days after first contact). Some companies do this by running surveys or asking questions about their interests when people sign up for free trials so that marketers can better understand their target audience and tailor their messaging accordingly.

Improve Analytics and Reporting

Analytics and reporting are key to improving your SaaS marketing efforts. Without tracking ROI, it’s impossible to know whether or not you’re getting the most out of your investments in campaigns and other marketing initiatives. Here are some ways to improve analytics and reporting:

• Review all the data points. Look at the data that’s available from each campaign or tactic, then look at what else you can find by using other tools like Google Analytics. The more information you have access to as a marketer, the better equipped you’ll be to come up with strategies that work well in every situation.
• Include analytics as part of regular meetings with team members responsible for different aspects of SaaS marketing (such as sales). This way everyone is kept up-to-date on how things are going with campaign performance across departments

How to Create a SaaS Marketing Strategy

• Create a marketing strategy: A well-defined strategy is the foundation of any successful business, so start by creating an outline of what you want to achieve with your marketing efforts. This should include things like identifying your target audience and defining their needs, setting goals (both short-term and long-term), deciding on your marketing mix (the four Ps of products/pricing/promotion/positioning), determining how you will promote your product or service, and setting out a timeline for achieving those goals. If it helps, use this checklist as a guide when creating your own SaaS Marketing Plan:
• Create a marketing automation plan: Once you have created an outline for how to market your SaaS business successfully in general terms, it’s time to get specific about how exactly things will work in practice—​and this means creating a plan for automating parts of that process as much as possible through SaaS marketers such as Roar CMO! You’ll be able to access their services from virtually anywhere with internet access thanks to the remote nature of the CMO services–which makes them especially convenient regardless of where you’re located.

Once you’ve decided which SaaS marketing tool is right for your business and are set up, start by creating an inbound marketing strategy. This will include things like setting up landing pages for each of the different services offered by your SaaS company (such as customer support, sales prospecting, lead generation and other customer interactions), writing blog posts about topics related to those services (and sharing those posts across social media platforms), developing content specifically aimed at nurturing leads into customers over time using email automation software like Mailchimp or ConvertKit.

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Pros and Cons of Marketing SaaS

Pros:

One of the primary benefits of marketing automation is cost savings in the long run. If you’re on a tight budget, SaaS marketing automation tools can help you maximize your ROI by helping you send the right messages to the right people at the right time. You’ll also get better insights into which social media channels or other strategies are working best for your business and which ones need improvement or replacement.

SaaS marketing automation tools can also help you manage your customer relationships by keeping track of interactions with prospects and customers, including emails, social media posts and phone calls. This information can be used to inform future marketing campaigns.

SaaS marketing automation tools can help you automate your customer outreach, saving time and energy. It can automate repetitive tasks that would otherwise take up a lot of your time and money.

It allows you to segment customers based on their interests or behavior, which makes it easier to tailor messages to specific groups.

Tools such as marketing automation are essential for understanding the needs of customers and prospects so that you can provide them with relevant information.

Cons:

The cons of marketing SaaS include having to pay a monthly fee and figuring out how to set up all of the automated tools yourself. Sometimes there will be additional costs associated with implementing user engagement tracking software or using third-party integrations with other tools on your platform (like Salesforce).

SaaS marketing automation tools are also not a silver bullet for businesses. You still need to know what you’re doing when it comes to sales funnels, email marketing and landing page optimization. If you don’t have those things figured out already, the best thing you can do is invest in a consultant who can help you set up your campaign and run tests on existing channels.

If you don’t have a lot of time or money to invest in SaaS marketing automation tools, it’s also possible to create your own sales funnel by hand. You’ll need to learn about what makes up a good sales funnel, though—and if you’re not sure how those things work together, it’s probably best to hire someone who knows what they’re doing.

The good news is that there are plenty of resources out there to help you figure out what works and what doesn’t. If you want to learn more about the basics of marketing automation, start by scheduling a call with Roar CMO.

Conclusion

Marketing automation is a great tool for SaaS businesses that want to increase their sales and marketing ROI. You can use it to build user engagement funnels, send targeted messages at the right time and build up your email list so that you’re always reaching out to new people who might be interested in what you have to offer.

It can help you streamline processes like lead scoring, email nurturing, social media posts, and campaign creation so that you don’t have to spend hours manually doing those things. Pair proper marketing research with a good SEO strategy, let your marketing automation tools handle the bulk of the work, and watch your business boom.

If you need an expert CMO to help you strategize your Marketing SaaS, give us a call and we’ll show you how.

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