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Alternative Business Plan: The Shift to Digital Selling in B2B SaaS

Executive Summary

To thrive in a competitive landscape, B2B SaaS companies must abandon the ineffective traditional digital marketing practices of the past. Embracing a low cost, scalable, customer-centric approach is not just innovative—it's crucial.

The salesXchange strategy is a comprehensive answer to the call for change, promising to revitalise how B2Bs attract, engage, and retain clients.

As a CEO with a legacy of innovation in the B2B SaaS space, I would urge you to review the salesXchange strategy as a beacon for your future endeavours. It is a comprehensive response to the new challenges we all face, offering a clear blueprint for sustainable growth in the digital age.

The strategy is not simply about promoting an unprecedented ROI, it is about making an adjustment to existing thinking and imposing an electric-shock treatment to the existing thinking surrounding new business development.

It challenges the premise that B2Bs have teams of sales and marketing individuals working in their silos. 

If you’re interested in understanding how salesXchange can reduce your marketing spend by approx. 75% and increase your exposure and profitability, unlike anything you have ever experienced, then you’re in the right place.


Contents

  1. Current B2B SaaS Business Acquisition Methods
  2. Inherent Problems with Existing Strategies
  3. Statistical Evidence of Inefficacy
  4. Necessity for Strategic Reorientation
  5. Components of the New Digital Selling Strategy
  6. Implementation Using Team Resources
  7. Anticipated Outcomes of the New Approach
  8. Message from Author

1. Current B2B SaaS Business Acquisition Methods

In today’s market, SaaS B2B companies primarily rely on digital advertising, email campaigns, and traditional sales funnels to acquire new business. These methods focus on high-volume traffic, generic lead magnets, and standardized messaging to convert prospects into customers.

B2B SaaS companies have traditionally leaned heavily on digital marketing and sales outreach for customer acquisition. This has involved an arsenal of techniques—content marketing, demand generation, Account-Based Marketing, SEO & SEM, paid advertising, and cold outreach.

While these methods have been the bedrock of digital strategies, the changing market dynamics and customer behaviours have rendered them less effective. What was once a playbook for predictable growth has led to a plateau, compelling a shift to more innovative strategies.  Click the Infographic below: -

How a B2B Can Get Seen by a Total Addressable Market

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2. Inherent Problems with Existing Strategies

The major issue with these conventional tactics is their "one-size-fits-all" nature. They fail to address the unique needs and pain points of B2Bs, leading to poor conversion rates and customer disengagement. Moreover, they lack the capability to build meaningful relationships, which are crucial in the B2B space.

The cracks in the foundation of traditional digital marketing are now evident. Conversion rates are dwindling, customer acquisition costs are rising, and decision-makers are becoming increasingly impervious to conventional sales pitches. The oversaturation of similar tactics has led to a competitive echo chamber, resulting in a lower ROI for marketing efforts and a concerning gap in meeting sales targets.

The most basic explanation is that the technologies were designed for and are successful with, selling consumer related products and services.  To be clear, the marketing automation platforms were never intended for B2Bs, yet an inordinate amount of reliance has been placed on these systems.

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3. Statistical Evidence of Inefficacy

Recent surveys indicate that traditional digital marketing strategies are yielding diminishing returns, with conversion rates plummeting below industry expectations. For instance, the average click-through rate of display ads across all formats and placements is a meagre 0.05%, signalling an urgent need for a pivot.

Empirical evidence paints a grim picture. Industry benchmarks indicate a decline in marketing efficacy, with reports showing a reduction in email open rates and an increase in customer churn. These statistics are a clarion call for SaaS businesses to reassess their growth strategies.

According to Demandbase in 2023, 100% of B2Bs hated filling out online forms.  That figure is up from 2014 where 6sense.com stated 97% B2Bs had the same problem.

  • 40% of Invested businesses fail - Harvard
  • 75% of Invested businesses fail to achieve their own targets - Harvard
  • 95% of Invested business Fail to achieve an ROI for Investors - Harvard
  • 50% of all business’s failure reasons, are marketing related - CB Insights
  • Average tenure of CMOs in UK & USA is between 9-18 months – Forbes
  • Average ARR-FTE for B2B SaaS is $100,000 up to $50m

Strategy how to grow SaaS annual recurring revenue - fast

Click to see main infographic:

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4. Necessity for Strategic Reorientation

Not only has the digital landscape has evolved, the B2B approach must also change to align with B2Bs wanting to remain anonymous, self-serve, self-educate and establish their own ROIs.

A tailored, value-driven strategy that leverages open-access content marketing, personalised outreach, and data-driven insights is no longer optional—it’s essential for survival and growth.

The time for incremental changes is past. A radical overhaul is required, pivoting towards a strategy that is data-driven, customer-centric, and technologically agile. This is not about rebranding old techniques; it’s about a foundational reimagining of how to engage, convert, and retain clients in a digital-first economy.

It is widely known that ‘sales’ is a numbers game; this means, as a minimum, it is the duty of a CEO to ensure that both sales and marketing are engaging with its total addressable market (TAM).  Historically a difficult task, but now, with an alternative approach B2Bs can communicate and engage with a TAM at scale unlike any other strategy in history.  

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5. Components of the New Digital Selling Strategy

This new blueprint comprises targeted low-cost social media exposure linking to content created specifically to educate prospects as part of their journey before they buy from you! 

Engagement at scale is achieved by your salespeople live streaming your content across multiple social media platforms without the need for editing. Your prospects get to know, like and trust your team, anywhere in the world and via ‘catch-up’.  

Each element is designed to engage prospects on a deeper level and position your solutions as indispensable to their success.

The salesXchange methodology introduces a multi-faceted approach that emphasises personalised customer engagement, aligning sales with contemporary buying patterns. At its core, it’s about integrating digital tools to create a seamless, holistic sales journey that resonates with today’s clients.

Helicopter View - SaaS Go-To-Market Strategy using Live Streaming

Click to see main infographic:

 
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6. Implementation Using Team Resources

Implementing this new strategy doesn't necessarily require a complete overhaul of your team. Instead, it involves retraining existing staff and strategically hiring new talent to fill gaps. This might include video, audio and content strategists, and customer success specialists who can work synergistically within the new framework.

Many in the B2B digital marketing space have ignored the problems voiced by salespeople.  The reason for poor sales is due to a lack of quality leads dues to the problems mentioned earlier.

This strategy ceases the tension between sales and marketing overnight.  One live show, hosted by one or two salespeople can broadcast worldwide, every week at a fraction of all existing costs and budgets.   

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7. Anticipated Outcomes of the New Approach

By adopting this forward-thinking strategy, SaaS companies can expect rejuvenated lead generation, improved conversion rates, and a significant uptick in customer lifetime value. The focus shifts from quantity to quality, with a premium placed on creating meaningful connections and experiences that foster brand loyalty and advocacy.

You first need to imagine this scenario:

You have acquired a database of your total addressable market (TAM), say 10,000 business in the UK all between 50-250 employees, therefore a turnover of between £5m to £25m+.

They are emailed weekly and advertised to via LinkedIn, inviting them to watch your weekly live stream show.  Statistics say between 1% to 15% of your TAM begin their buying journey every week.  A percentage will watch your show as well as being made aware you’re ‘live’, unlike most of your competition.

Anticipating between 50 to 1000 B2Bs watching your show every week compares to a BDR or telesales person calling 300 people per week and finding one person who may be interested. 

In terms of costs, a £50k salary to find one person per week, versus an investment some camera gear to speak to hundreds or more every week. 

Will this approach save you millions and make you millions?  You’ve in been in business long enough to answer that question for yourself.  When you have massive low-cost exposure to your ideal customers irrespective of their location, combined with frictionless engagement – initially online, there’s only one way to find out.

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Message from the Author:

I have been in B2B SaaS and technology sales all my career.  I designed this strategy because of all the problems B2B sales teams repeatedly experience.  If this all resonates with you, let’s have a chat.  Al the best, N

Go to our Digital Selling pages to see how you can change the way you work and scale up your business.

Author

The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it.