With private B2B SaaS companies spending about 8% of their annual recurring revenue on marketing, it goes without saying that these organisations will always be keen to extract the best possible results from such expenditure.
This is no less the case when it comes to B2B SaaS companies in robotics – businesses, in other words, that sell cloud-based software to other firms for the management, monitoring, and control of their robotic systems.
3 Ways B2B SaaS Robotics Service Providers Are Fuelling Their Growth Through Marketing
Certainly, the digital service that a B2B SaaS robotics specialist provides can bring a wealth of benefits to client businesses, including streamlined operations, enhanced productivity, and crucial flexibility. Typically, such client firms are those that use robotics in their industrial, logistics, or other operations.
However, such SaaS offerings do still need to be “sold”. Fortunately, a great many B2B SaaS companies in robotics have achieved great results in leveraging marketing to scale.
Here are some of the marketing approaches that such firms are taking to make stellar growth a reality:
1. Hyper-personalised Marketing, Drawing Upon AI And Data Analytics
B2B SaaS companies in robotics can put themselves in a position to deliver highly personalised marketing campaigns when they use AI-driven tools for the analysis of vast datasets from CRM systems, website interactions, and customer behaviour.
For example, AI is able to pick out patterns in product usage, content engagement, and interactions with the B2B SaaS provider’s customer support team. Such insights can then be used to tailor messaging for specific buyer personas, such as robotics engineers or manufacturing executives.
With hyper-personalisation allowing for one-to-one communication at scale, this can be a very potent means of bolstering engagement and conversion rates.
2. Content Marketing and Thought Leadership
In light of the relatively long sales cycles associated with the B2B space – typically around three to six months – the most successful B2B SaaS robotics firms recognise the importance of content marketing for building trust and credibility over time.
After all, a given organisation may not enquire to a particular B2B SaaS company immediately after discovering it.
However, the potential future client’s perception of that company as an authority in robotics automation will be strengthened if they see that it continually publishes high-value content such as whitepapers, case studies, and webinars.
Such content should be highly educational, demonstrating the return on investment (ROI) and seamless integration that the company’s software platforms can help deliver.
3. SEO Approaches Tailored to the Robotics Niche
The leading providers of cloud-based solutions for client firms using robotics draw upon a range of innovative and proven B2B SaaS SEO strategies to further help power their growth.
In-depth keyword research, for instance, is vital for such companies, so that they can identify high-intent, long-tail keywords pertaining to robotics, such as “cloud-based robotic SaaS for manufacturing” or “robotic process automation software”.
Targeting niche keywords like these greatly helps these firms to drive qualified traffic and lower customer acquisition costs (CAC).
Robotics SaaS companies should also make sure they constantly optimise the performance of their website, prioritising such aspects as fast load times and mobile responsiveness. Technical SEO enhancements like these can be a major fillip for search engine rankings and user engagement.
The Right Marketing Interventions Can Make a Profound Difference in this SaaS Sector
The above approaches are far from the only examples of how B2B SaaS firms in robotics have leveraged marketing to scale in recent years.
Nonetheless, the above “taster” list should help give a sense of how companies like these can target niche audiences like manufacturing or logistics firms, at the same time as setting out tangible value, and efficiently navigating what may often be complex sales cycles.
