B2B SaaS Marketing in a Time of COVID

Challenge: With our new ‘COVID normal,’ how do we deliver against our increasing pipeline requirements?

[First, let me say that my heart goes out to all those impacted by the COVID pandemic. It impacts everyone in different ways – and to some whose lives have been tragically disrupted.]

OK – the pandemic has been with us for seven plus months. We have executed our initial fire-drill response programs to show our customers and prospects that ‘we are in this with you.’ We have adjusted our team operations to work remotely and be sensitive to the varying needs of our team members. We now have back to back Zoom calls that suck up all the time ‘gained’ from no commute. And we have even figured out how to manage our hair with little or no external help. Yes – we are now operating at our ‘new normal.’

But more importantly, we changed our marketing go-to-market. Let’s summarize these top level changes:

  • Shifted from in-person events to online events
  • Re-allocated funds to digital marketing
  • Optimized our landing pages for conversion
  • Improved our nurture programs

OK – now what? Quarterly revenue targets are increasing for sales and therefore so are our targets for marketing sourced pipeline. Unfortunately, reaching buyers on the phone is more difficult than ever because no one is in the office, which also makes mailing packages and ABM programs more difficult. So where do we turn next? How do we convert more MQL into Opportunities?

Before making recommendations, let’s first recognize that our prospects are facing the same issues we’re facing, namely:

  • A tsunami of Zoom calls
  • Stress about COVID
  • Stress with increased family responsibilities 
  • Feeling isolated

My recommendation – let’s make their life easier. I know this might be radical, but what if we:

  • Provide truly helpful content that helps them do their jobs
  • Educate them about things they don’t know that will actually help them
  • Make it easy for them to learn about how our products and services work
  • Simplify the process to successfully trial our product

Now more than ever our prospects need us to make their lives easier and we can do so by making the process of engaging with us simpler and more satisfying. Let’s give them what they crave most: a bit of time back in their day with informative and easy to consume content. And most importantly, a great experience to trial our product and see for themselves how their life improves with our company’s product.

Lesson: Focusing on our customer’s needs is more important now than ever in every step of the buyer’s journey.

Author: Larry Stein at TechMarketingStrategies

For the last 20 years, I have led demand generation teams supporting high growth technology companies. Now working as an independent consultant, my responsibility is to apply best practices in the creation of these programs. My goal is to enable marketing teams to become self sufficient with a data driven culture of KPI's, test and measurement in service of achieving company revenue targets. My approach is to work with senior management identifying objectives and wildly important goals. With these in mind, we work together to build programs, processes and systems that will reach these goals along with the measurement KPI's to evaluate progress. Along the way we will enable the team to manage and maintain these systems so achieving these goals becomes a natural cadence of the marketing organization.