HubSpot Tips & Tricks

For software-as-a-service (SaaS) businesses to grow, they need a significant number of high-quality leads. Your website is your greatest asset when it comes to achieving this. Unfortunately, it's also a tool that many SaaS B2Bs fail to harness fully. 

As a business owner, you're constantly studying the content on your website and watching how it performs over time. The good news is that you have seen some increases in website traffic, and you're getting more conversions than you did before hiring a digital marketing company.

However, you expected more of an ROI for each piece of content. We understand that, and we're here to suggest how your company can generate more leads for your software-as-a-service (SaaS) website:

In the past, while supporting clients on their website projects, our recommended platform of choice was generally Wordpress. Not surprising really when you consider that Wordpress powers over 30% of websites across the world.

However, over the last few years, the HubSpot content management system (CMS) has become more and more used in our portfolio.

The launch of the new HubSpot CMS on May 5th, 2020 makes HubSpot an even stronger contender.

Spoiler alert:  marketing is hard—regardless of your industry. But the challenges that confront SaaS marketers are different and, arguably, more challenging. 

Take an honest look at your website. Does it give a potential customer all the information that they need to help affirm that your SaaS solution will solve their problems and give them the confidence to get in touch with your sales team?  

One of the biggest challenges with SaaS marketing is helping to make a software product feel tangible and to communicate the benefits without overwhelming your website visitors. To overcome this, every website should look to provide the answers that your prospects are asking in a simple and user-friendly way. 

2020 is shaping up to be a great year for SaaS companies. As more businesses and individuals move to cloud-based technologies, the demand for efficient, engaging and value-adding software is rising.

The challenge is setting yourself apart from the competition entering the market daily. The fast production cycle for software products and the necessity for continuous improvement creates a hostile environment for companies who may not have the financial backing to compete at scale.

This is where your ability to delight customers can act as a USP. Happy customers will help you to use positive interactions to prevent churn, increase retention and attract new fans to your brand.

For SaaS marketing teams, getting prospects to the pricing page is a major step in the right direction towards generating more leads for the sales team to follow up. The marketing team has been working like crazy to understand your buyers' personalities and journey. With the help of your analytical tools, they have put together a content plan to ensure your value offer is attracting and engaging your “best fit” clients for your software.

It would be a shame for the prospect to get to your pricing page and not convert into a lead or service subscriber. You need to have a compelling pricing model for your SaaS solution; otherwise, all that hard work that has come before is going to become undone.

Imagine this situation; you’re on a website and you want to find out about the different services that a company offer. But when you arrive at their homepage you can’t spot the navigation you need to use and therefore can’t find the information you need. You’re left frustrated because you have to think about how to find what you need.

Developing a website, whether you’re starting from scratch or updating an existing site, is no easy feat. It requires substantial man hours and budget, so it’s fair to say it can come as a relief once the finished product is finally live.