B2B SaaS growth strategies are digital marketing tactics used [usually] to generate more MQLs (marketing qualified leads) that can be turned into SQLs (sales qualified leads). These growth levers are tactics that increase overall average contract value and the number of close contracts from ICPs (ideal customer personas) in order to increase ARR and MRR (or revenue).
Key Takeaways
- B2B SaaS growth strategies are unique ways to market a B2B software-as-a-service product that increases demand generation for a brand.
- The ideal outcome from B2B SaaS growth strategies is more MQLs (marketing qualified leads) from ideal customer personas (ICPs) that can further be turned into SQLs (sales qualified leads).
- Unique strategies include community building, SEO, email newsletters, and offline tradeshow events going into 2025.
6 Unique B2B SaaS Growth Strategies
Growth strategies don’t have to be groundbreaking in order to get them to work. In fact, taking some of these growth strategies into a very underserved market is going to be your way to be successful. What you can do is take the playbook of some of the companies that have made this work and try to recreate it for your own offering.
Related: SaaS Inbound Marketing
Here are some B2B SaaS growth strategies that are working into 2025:
1. SEO (Search Engine Optimization)
Yes, I know, you may be saying to yourself, isn’t that an old tactic? It is. However, what’s happening is that the engagement that’s being lost on social media platforms like Facebook or Instagram is feeding its way back into organic search.
As an example, there’s really nowhere to go, aside from a search engine, to perform research about solving a particular problem with software. Even if you go into ChatGPT search, the reality is that ChatGPT is using informational content to serve up their recommendations to that User (like a search engine does).
The result? We’ve been able to grow B2B SaaS businesses at a rate of +400% year-over-year. And have had tremendous success in generating large quantities of MQLs. With an average of 1.2X ROAS for those campaigns, too.
There’s a reason why organic search is a new opportunity: there’s a lack of truly useful and informational content on the internet. Changes in Google’s algorithm (where it’s now based more on engagement) have created new gaps that can be filled with the right talent.
Learn more about our B2B SaaS SEO services.
Our recommendation:
- Hire a B2B SaaS SEO agency that knows what they’re doing.
- Optimize your existing website (landing pages, solution pages, informational content) for SEO.
Related: B2B SaaS SEO
2. Community building
Building a community of your ideal customer persona and softly selling into it is the way to win in terms of B2B marketing. Communities can be created in all types of ways. From Facebook groups to Discord groups. Or even if you have a very active Twitter/X account.
The ideal scenario is that you become a type of thought leader in the space. The more that you show unique case studies, or unique industry insights, and generally lean into the “shock factor” in your space, the more attention you’ll bring your way.
Once that attention is there, either through the community or through your own individual efforts, the demand for the software usually gets created on its own. Sometimes referred to as “community marketing.” This is a non-intrusive way to prospect for customers.
Our recommendation:
- Find a “need” for a community to get created in your space.
- Use paid advertising to promote your community on LinkedIn or through organic search.
- Capture the MQLs and sponsor your community with your own offerings or software.
Related: SaaS Marketing Metrics
3. Offline Events
Oddly, these have come back and are continuing to come back in 2025. I think the reason why this works again is because people (usually your customers) are very hungry to have personal relationships with the vendors that they use.
If something goes wrong, they want to know that they can email someone who is going to take care of them. And address the issue. Specifically in the B2B space, having that personal relationship is really key.
This makes attending industry events and tradeshows something that works wonders once again.
Our recommendation:
- Get a vendor booth for at least a few industry tradeshows.
- Have BDR/SDR representatives attend the industry tradeshows.
- Make it easy to demo your software and sign up for it on the spot.
Related: MQL vs SQL
4. Partnerships and Co-Marketing
The use of vendor partnerships is really taking off. It started to take off in 2023 and has continued into this year. The concept is fairly simple, if you can partner with another vendor in your space (or maybe even a digital marketing agency that services your customers), there’s an opportunity to align on the sale when the opportunity strikes.
Purposefully, the relationship between the two vendors is created to help align on timing and pain points. Co-marketing opportunities can also present a great way to get more brand awareness when your software solution is targeting high-profile executives.
Tools and directories like Partnerhub can be a great place to start if you're looking to create a partner program for your B2B SaaS company.
Our recommendation:
- Start small by building a direct relationship with a vendor you trust and care about.
- Find ways to exchange value between the two sales teams.
- Offer a fairly high payout rate for the closed/won contracts.
5. Video Marketing
Everyone is still trying them. But what I have to say is when they work, they really work. Let’s take a look at this Ahrefs video on YouTube, it got more than 20,000 views which will naturally target many of the future subscribers of this high-value B2B SaaS product.
The key is actually doing the video marketing well. Unfortunately, due to the steep competition, just producing a video won’t cut it. The need to create highly compelling videos is almost an art form. Storytelling, using data and insights that aren’t widely available, is usually the way to win.
In addition, more recently, case studies have taken off. Performing some type of “stunt” with your own software, and then recording your case study as a video (usually using a type of deep storytelling with an entertainment factor) can work wonders.
My guess is that you’ve already seen something like this and you just didn’t know it.
Our recommendation:
- Work with a video creator who has a history of getting YouTube views.
- Hire experts and a research team to continually be on the lookout for something interesting to say to the community.
- Distribute your video marketing on YouTube and LinkedIn (the two primary channels where most B2B contacts are going to be).
Related: B2B SaaS SEO Agencies
6. Email Newsletters
This is another one. For some reason, these work. However, everyone who is trying to get them to work doesn’t always succeed. Some of the best examples of this go to Greg Isenberg, who has done a great job of marketing his agency Late Checkout. The newsletter doesn’t really talk too much about the agency. It’s more about the industry, changes in behavioral psychology, changes in the internet, and changes in entrepreneurship.
This brings in quite a bit of attention for folks who align with a marketing and creative agency like he offers. As a result, they’re able to “softly sell” into the MQLs that they’ve created.
The key to growing an email newsletter is to have just as much of a talented research and writing team as you would need behind you to create a compelling video marketing series or campaign.
Our recommendation:
- Find a need in your industry, like unanswered questions or pain points where prospective customers are always trying to find resources.
- Create an email newsletter and begin using paid advertising to promote it. Choose distribution channels like Facebook or LinkedIn for your paid advertising campaigns.
Common B2B SaaS Growth Questions
Questions and answers about B2B SaaS growth strategies:
What about software review websites like G2 and Product Hunt?
So, I’ve had split experiences with these types of websites. I often find that the best way to truly grow your B2B business is to have some type of top-of-funnel and middle-of-funnel approach to your marketing, then allow for the User to investigate your software solution through these tools and platforms.
That makes the platforms more about validating your solution than it does about discoverability for your solution. I would still promote and recommend increasing the number of reviews that you have on these websites and platforms. However, I wouldn’t recommend paying G2 and other aggregators for their services.
What about SEO for growing a SaaS business?
Yes SEO (search engine optimization) can be a huge growth lever to pull. In fact, many of our clients have experienced +400% growth year-over-year through organic search strategies that we create and execute.
Usually, growth tactics are ones that work fairly quickly. And while we do believe we can get SEO to work for B2B SaaS companies fairly quickly, the average turnaround time is still 6 months to 12 months to really see ROAS (return on advertising spend).
How quickly can a B2B SaaS business grow?
We’ve seen companies grow at a rate of around +140% to +400%, on average, within 6 to 12 months. Sometimes, that doesn’t mean that revenue grows all that exponentially. Especially for software startups, this growth rate can be their initial product-market fit.
However, when you peel back the revenue (ARR/MRR) component, that’s still a fairly large growth rate in a short period of time.
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November 28, 2024
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