B2B SaaS Product Marketing
KloudPortal is B2B SaaS Product marketing agency focused on helping software-as-a-service businesses make qualified leads and grow their user base. We understand your product, your target audience and the problem you are trying to solve for your customers. We start with identifying your current product positioning, your product’s digital foot print and drive at custom marketing strategy that suits your product needs. Our SaaS Product Marketing Strategies help you cut through the noise and make more conversions, signups, and build traction.
Report
2023 B2B SaaS Benchmarks: The ultimate growth report
Table of contents
- Introduction
- What will I find in this report?
- Who took the survey?
- Executive summary
- The current state of B2B SaaS
- What to look forward to in 2023
- How does it impact the way you market your venture?
- Part 1: GTM strategies
- The T2D3 framework helps define market maturity with two simple categories
- How to go-to-market
- What channel to activate?
Introduction
At KloudPortal, we’ve had the opportunity to work with hundreds of early-stage B2B SaaS companies, supporting GTM strategies for businesses in a multitude of industries and at all different stages of their growth. It’s allowed us to test, collect, and identify B2B SaaS marketing best practices.
With this report, we’ve combined those learnings with real industry data, using self-reported insights from hundreds of B2B SaaS companies. Our report reveals where SaaS leaders are looking for growth, what their biggest concerns are, and what they’re most excited about for the coming year. Built for CEOs, founders, and marketing leaders, our 2023 B2B SaaS Marketing Benchmark report is an essential resource for anyone looking for key insights into the state of SaaS marketing.
Our research questions were focused on understanding the following:
What will I find in this report?
What are the top-performing marketing channels in 2023?
Contribute to next year’s report here.
What are the top priorities for SaaS founders during the early stages of their business?
2. Finding the right customers. Once you have a great product, you need to find the right customers willing to pay for it. This can be done through a variety of channels, such as inbound marketing, outbound sales, and partnerships. You’ll measure success for your Saas business with monthly churn rate, customer satisfaction and net promoter score.
3. Scaling your business. Once you have a few paying customers, it’s time to start scaling your business. This can be done by hiring more employees, investing in marketing and sales, and expanding into new markets. You’ll measure success for your Saas business with full funel analysis & maximization. Improvements include increasing marketing qualified leads, defining a well sales funnel, reducing sales cycle length, alignment between marketing and sales efforts. Our report provides industry average for most of these metrics.
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What is the right marketing budget?
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How often should you raise your price?
Contribute to next year’s report here.
How often should marketing and sales align?
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Who took the survey?
Executive summary
Here’s a list of the main findings:
- It takes an average of 2-4 years for B2B SaaS companies to become profitable.
- SaaS companies with high ACV, such as healthcare and oil & gas
- Industries with overall low ACV, including L&D, productivity, and sales enablement tools are most likely to be product-led growth.
- 90% of startups that reached PMF have a clear ICP.
- Only 33% of early SaaS companies are founded.
- 75% of self-funded ventures are actually looking for external funding.
- 65% of B2B SaaS startups provide a solution in a market in which they have to carve a niche in a mature industry.
- 50% of SaaS ventures raise their price on a yearly basis.
- 60% of companies reported their biggest marketing problem is a lack of time & resources.
SaaS software or more likely to adopt a sales-led GTM.
The current state of B2B SaaS
What to look forward to in 2023
- The rise of vertical SaaS: carving a niche designed for specific industries or verticals, such as healthcare, manufacturing, or retail will define the success of upcoming SaaS solutions as businesses look for software that is tailored to their specific needs.
- PLG low touch/high impact: self-service onboarding allows customers to get started with the product/solution without having to contact customer support. It reduces friction and allows customers to experience the value of the product/solution on day one.
- AI-powered tools: AI is having a positive impact on the SaaS industry. It is making SaaS applications more personalized, automated, secure, and innovative. This is leading to better experiences for users and greater opportunities for businesses.
How does it impact the way you market your venture?
Part 1: GTM strategies
- Growth Priorities
- Defining Target Audience (ICP & Personas)
- Positioning & Messaging
- Defining the Buyer’s Journey
- Branding
- Planning
The T2D3 framework helps define market maturity with two simple categories:
- The market makers: SaaS that created a new market and look for early adopters and innovators.
- The market shakers: SaaS that decided to carve an underserved niche in a mature market.
How to go-to-market
- Marketing-led ventures with an ACV below $6,000 a year
- Sales-led ventures with an ACV above $30,000 a year
- A hybrid that combines marketing and sales-led ventures with an ACV below $30,000 a year
What channel to activate?
- Marketing-led ventures with an ACV below $6,000 a year
- Sales-led ventures with an ACV above $30,000 a year
- A hybrid that combines marketing and sales-led ventures with an ACV below $30,000 a year