Software as a Service (SaaS) businesses thrive on innovation and speed to stand out. The fortune business insights data shows that the SaaS market touched $251.17 billion in 2022 and is expected to hit $883.34 billion by 2029 at a CAGR of 19.7%. SaaS companies seek customer attention to convert prospects into paying clients and keep them loyal to their service.
What is SaaS customer success?
Customer success in SaaS is about setting them (customers) up to reach their goals through intentional onboarding, training, relationship-building, and support. Contrary to customer support based on reacting to support requests, customer success requires the business to stay proactive and create strategies to help customers get the most out of their product.
According to the Gainsight 2022 Customer Success Index, 95% of B2B businesses have a customer success department. Moreover, 6% of sales is allocated to customer success in a typical SaaS firm.
While different aspects of business contribute to customer success, it is necessary to pay attention to digital marketing. SaaS businesses can leverage digital marketing agencies to bridge the gap between their offerings and customers to enhance customer success. How can a digital marketing agency help a SaaS business?
The Role of a Digital Marketing Agency in Customer Success
A top-notch digital marketing agency can help unlock SaaS companies’ full potential by managing social media accounts, creating SEO-optimized content, conducting market research, and devising targeted advertising campaigns.
SaaS companies have a unique challenge compared to traditional businesses as they must maintain customer engagement and loyalty to ensure ongoing revenue. Unlike one-time sales, the success of a SaaS company depends on the continued use and payment of its service by satisfied customers.
Therefore, a digital marketing agency can help show unwavering commitment to meaningfully engage customers to drive longevity, a testament to customer success no longer being a luxury but an indispensable component of your business operations.
Let us now check out how digital marketing agencies can enhance customer success for SaaS companies.
Enhances the reach and spreads brand awareness
SaaS companies focused on creating unique customers through their products and services often need help to reach their target audience and convert them into loyal customers.
A SaaS marketing agency can help raise awareness about your product and its unique problem-solving capabilities. They can effectively communicate the value of your offering, enabling you to attract and engage potential customers and setting the stage for a long-lasting and fruitful relationship.
Moreover, SaaS firms can also leverage the power of SEO, where the SaaS marketing agents enhance your SERP features (that can prominently display on your website in Google search results) for keywords most relevant to your business. With a well-crafted strategy, you can attract and convert these leads into loyal customers, driving your business toward success.
Helps SaaS business hit key customer success metrics
A digital marketing agency can be instrumental in enabling SaaS businesses to hit key customer success metrics. They can provide comprehensive solutions to SaaS businesses that help attract, retain, and satisfy customers, from enhancing brand visibility to optimizing customer engagement.
Here are two key metrics a SaaS digital marketing agency can positively affect by crafting educational content that empowers users, facilitating higher product adoption rates.
Conversion rate optimization
Once leads are generated, the next step is to convert them into paying customers. This process is where conversion rate optimization (CRO) comes into play. Digital marketing agencies employ various strategies, such as landing page optimization, A/B testing, and targeted advertising, to improve the chances of a prospect becoming a paying customer.
Customer Retention and Engagement
Keeping existing customers is even more crucial for SaaS businesses than acquiring new ones. The common notion in a SaaS industry is that a 25%-95% profit boost is possible simply by increasing client retention by 5%.
Here, the digital marketing agency can help create effective engagement strategies, including (but not limited to) email marketing campaigns, regular content updates, user community management, or personalized communication. All such approaches can help keep customers engaged with the brand and contribute to low churn.
Promotes customer success through educational content
Customer success takes the front seat in SaaS, a key component ensuring that customers can seamlessly and efficiently utilize the product. SaaS businesses may find it challenging to unlock the power of knowledge. And here, a top-notch digital marketing agency can be useful since they can skillfully produce instructional content such as engaging tutorials, informative webinars, and insightful articles to help you gain the knowledge you need to succeed.
Regularly creating such content can serve as a learning resource for customers, helping them to understand how to efficiently use the SaaS product, unlock its full potential, and overcome any operational hurdles. Moreover, as customers become proficient in using the product, they are more likely to perceive the value they are getting, boosting their satisfaction and retention rates.
This way, a digital marketing agency enables SaaS businesses to empower their customers with knowledge, enhancing their user experience and boosting customer success.
Feedback and improvement
A top-notch digital marketing agency can effortlessly gather and analyze valuable customer feedback. This enables a deeper understanding of your (SaaS business’) target audience and their preferences, allowing you to tailor your marketing strategies to their needs.
Moreover, a planned and thorough use of cutting-edge techniques like surveys, social media monitoring, and online reviews analysis by SaaS marketing agencies paves the way for effective customer feedback. It provides invaluable insights into what your customers truly love about your product or service and areas for improvement.
Today’s digital era is bound to set high customer expectations. Therefore, SaaS businesses must invest in strategies focusing on customer success. With its wide range of services and expertise, a digital marketing agency can be a valuable partner in this journey.
From creating brand awareness to retaining customers, gathering customer feedback, and providing analytical insights, a digital marketing agency can significantly enhance a SaaS company’s ability to achieve customer success.
In the long run, this partnership benefits both parties: it boosts the agency’s success as a marketing solution and ensures the SaaS company’s growth and sustainability.