B2B SaaS Marketing: The Ahrefs Guide

What sets B2B SaaS marketing apart from its B2C counterpart is the length of the buyer’s journey.

A buyer’s journey consists of the steps that a customer takes in order to purchase a product or a service. It’s everything from discovering the brand to comparing with competitors, checking the pricing page, chatting with sales, and soon.

B2C products/services typically need less consideration. Therefore, their buyer’s journey is relatively short.

B2B products/services typically need more careful decision-making. There are more decision-makers, and there’s a higher need for educational content. Therefore, the journey is longer and takes moretime.

That’s the theory. But how does B2B SaaS marketing work in practice? In this article, we’re sharing our take onit.

A little bit about Ahrefs. We’re a bootstrapped company founded in 2011, and we recently passed $100M in ARR. Our business is an all-in-one SEO SaaS solution, and our customers are mostly businesses (small and big). We run a relatively small marketing team.

Here’s what works in B2B marketing from our experience.

Take a stake in product development

It’s true that marketers bridge the gap between the company and the customers. They’re constantly balancing between business objectives and what the userwants.

But you can fulfill that role effectively only if you become a power user of the product, aka your own customer. This allows you to do four extremely important things: