How Native Advertising Can Drive Sales to Your B2B SAAS Company

By Jeffrey Falleta


Read about how native advertising can benefit your B2B SaaS business, and how Brax is the perfect platform to help elevate your advertising.


In an age when ad blocking is easier than ever, it’s becoming increasingly hard to convert new customers through conventional advertising channels such as display advertising.

The truth is that display ads simply don’t convert at a rate high enough to make it worthwhile for your business. The average banner ad has an average click rate of just 0.8% in the US, with display ads getting only 4 out of 1,000 people to take any meaningful action.

It can be challenging for B2B SaaS businesses to find the right avenues to promote their businesses and attract new customers.

The easy answer is to turn to native advertising. Why? Because it works.

While display advertising is seeing a slow decline in performance, native advertising is generating more clicks, more leads, and, ultimately, more sales.

Not only are consumers looking at native ads 53% more than display ads but these kinds of ads also drive an 18% increase in purchase intent.

According to a recent Stanford University study, consumers can differentiate native ad pieces from the organic content surrounding them. Despite that, native ads still drive better conversions and have a significant impact on purchase intent.

But how can native advertising make a difference for your B2B SaaS business?

5 ways to start driving sales with native ads

1. Identify the right native advertising channels


It’s vital to have your content appear before the right eyes to maximize return on investment. Therefore, before you start, it’s essential to identify the channels where you want to place your native ads.

Think about where your ideal customer would be active, and identify websites you could reach them on. Then research those websites to see whether native advertising is an option and what the costs involved are.

While you won’t need unlimited funds, make sure your budget is big enough to get your content in front of the right audience in the right publications. Even a modest budget can get you results for your B2B SaaS business. is one of many platforms that not only helps you find publishers but is also an excellent tool for creating and optimizing your campaigns and customizing your native ad content.

2. Tell a story to add value

Once you’ve identified the appropriate channels, you can start creating content. It’s vital to develop a thorough content strategy for native ads to ensure that you’re making the content work for you.

Tailor your content to the target audience and channel. Remember to use this opportunity to tell a story and add value for the reader or viewer. An example of this may be to give readers 10 advertising tips to grow their business, and then positioning your product or service as an additional way to help them.

3. Remember your call to action


Without a call to action (CTA), you won’t get any conversions from your native ad. The best approach here is to include a single yet powerful CTA toward the end of your ad to increase the chances of conversion.

A CTA can be as simple as driving someone to your website or offering users a free trial or another piece of content such as a helpful guide or some other giveaway.

4. Optimize your landing pages

Ensure your landing pages are optimized to attract your target audience’s attention to the right places and convert sales. The landing page is your opportunity to win over potential customers and maximize ROI on your native ads.

An optimized landing page is one that’s hyper-focused on your call to action so users don’t get distracted: It has compelling copy, a bright, noticeable CTA, and a simple contact form. Remember to A/B test different layouts and creatives to find the best-converting landing page.

5. Don’t disrupt the user experience

While we’ve mentioned above that users can generally pick out native ads from organic content, it’s still important to ensure that any content you create fits seamlessly into the content on the publisher’s website.

While your content should offer a seamless experience alongside the publisher’s, it doesn’t have to be identical. Think of ways you can add more value and interest to your content—through video or other rich media, for example. Again, the trick here is to do it in a non-disruptive way.

Test, tweak, rinse, repeat

As with most online marketing campaigns, patience is critical. Don’t expect to see mind-blowing results from your first posts. Great things take time, and it might take a couple of pieces of content for you to start seeing results.

The easiest way to ensure you get the best results for your B2B SaaS business is to test and adjust your creatives and content continuously.

Once you’ve found a formula that works for you and delivers excellent results on a consistent basis, stick to it. As the saying goes: If it ain’t broke, don’t fix it.

Here at Brax, we want to help you find your perfect formula by giving you a centralized platform to scale your content marketing. This will allow you to focus on the creative process, using instant insights into data to find what works and maximize campaign ROI.

If you’re eager to take your native advertising campaigns to the next level, sign up for your free 15-day trial today and see what you’re missing out on.