As more businesses go digital, the need for B2B SaaS solutions continues to rise. Gartner predicts a huge increase in end-user SaaS spending in 2021, but as demands and sales increase, so does competition. Here’s how native advertising gives B2B SaaS companies an edge over their competitors.
Almost 26% of people in the United States use an ad blocker when browsing the internet, which affects both B2B and B2C SaaS marketing tactics. Due to the increasing percentage of people actively blocking advertisements across their devices, revenue losses are projected to be over $12 billion in the US—that’s more than an $8 billion increase since 2016.
The B2B SaaS sales funnel is longer and more complex than its B2C (business-to-consumer) counterpart, and marketers are moving toward native ads to engage with their mid-funnel customers. They do this by offering relevant information that puts a positive spin on their B2B SaaS products, providing an opportunity to set their brand apart, which is something that many Brax users are taking advantage of.
It can be challenging to move prospects through the B2B SaaS sales funnel—many of them make it to mid-funnel and lose interest before making a purchase. Marketers are using native ads to engage with potential buyers in this stage by offering relevant content that puts a positive spin on their B2B SaaS product, providing an opportunity to set their brand apart. This is something that many Brax users are taking advantage of.
A study performed by the Content Marketing Institute, which primarily focused on US B2B marketers, found that:
This native ad by Deloitte appears on Entrepreneur. First off, it doesn’t look like an advertisement—it’s an article covering a topic that offers business leaders insights into their employees. Once you view the post, it provides data about the employee burnout problem and possible solutions. In fact, while Deloitte cites their own research, they never even advertise their products throughout the article. So, what purpose did this native ad serve for them?
The answer is simple: Deloitte gave potential buyers relevant information about problems they may be facing, along with a reason to visit Deloitte’s website (viewing their report on human capital trends). By offering useful data and meaningful solutions to an issue that many business owners face, Deloitte is effectively bringing B2B SaaS consumers into their sales funnel.
Potential buyers tend to linger in the B2B SaaS sales funnel; it’s important to keep them engaged with quality content so that you don’t lose their attention. According to a Gartner study, supplying buyer groups with useful information makes them three times as likely to make a high-value purchase—45% of their time is spent performing independent research on B2B products.
For B2B SaaS companies, there are four types of native ad content that can help drive sales.
B2B SaaS marketing is driven by offering potential buyers high-quality, relevant, and useful content. Native ads give your company a great opportunity to get that content in front of your target audience and get them moving through the sales funnel.
Here’s how the Brax native advertising platform can help drive your B2B SaaS sales: