- 1. What Is a Go-To-Market Strategy?
- 2. Best Go-To-Market Channels
- 3. How to Create a Go-To-Market Strategy: 8 Step Framework
- 4. B2B Go-To-Market Strategy
- 5. B2C Go-To-Market Strategy
- 6. Building a Go-To-Market Team
- 7. Go-To-Market Tools & Software
- 8. Go-To-Market Strategy for Startups
- 9. Most Important Go-To-Market Metrics
- 10. FAQ
- 11. Glossary
- 1. What Is a Go-To-Market Strategy?
- 2. Best Go-To-Market Channels
- 3. How to Create a Go-To-Market Strategy: 8 Step Framework
- 4. B2B Go-To-Market Strategy
- 5. B2C Go-To-Market Strategy
- 6. Building a Go-To-Market Team
- 7. Go-To-Market Tools & Software
- 8. Go-To-Market Strategy for Startups
- 9. Most Important Go-To-Market Metrics
- 10. FAQ
- 11. Glossary
What Is a B2B SaaS Go-To-Market Strategy?
What Is a B2B SaaS Go-To-Market Strategy?
A robust B2B SaaS go-to-market strategy is essential whether you’re launching your first B2B SaaS product or your sixth one.
Companies who plan and execute their B2B SaaS go-to-market strategy well can reach their target audience faster and convert them into loyal customers.
No matter where your product is in the launch life cycle, you can create a winning go-to-market strategy using the tips and examples outlined below.
B2B SaaS go-to-market strategy definition
B2B SaaS refers to organizations that provide software-as-a-service to other companies. It includes companies that offer software, apps, extensions, or add-ons delivered over the internet or cloud.
A B2B SaaS go-to-market strategy is a framework that lets companies connect with, engage, and attract the ideal audience to achieve their revenue and profit goals.
To create a successful go-to-market strategy, companies need to:
- Identify their end-user companies
- Craft compelling messages that highlight how their product solves their problems
- Establish appropriate pricing, sales, marketing, and distribution strategies
Why do you need a B2B SaaS go-to-market strategy?
A go-to-market strategy for a B2B SaaS company is significantly different from strategies created for companies that sell physical products or services.
Customer experience
SaaS businesses provide software-as-a-service to other companies. Since they aren’t selling a tangible product, they focus on improving their product and the associated services they provide.
Their GTM strategy will highlight exceptional service with fully functional and high-performing software for end-users.
The customer is a company
End-users for SaaS companies are other businesses using their software, not individual customers. Therefore, when creating a sales strategy, teams must identify the nature, size, and industry for prospects along with their decision-makers.
Diversity in marketing options
As the B2B market targets other companies, outbound marketing options are a great option. For example, some outbound marketing channels can be direct mail, cold emailing, or making cold calls to representatives of potential clients.
Company size matters
In a B2B market, different companies have varied requirements. The size and nature of companies will also affect the go-to-market strategy. For example, a go-to-market strategy would differ from a small start-up to a large enterprise.
B2B SaaS go-to-market strategy example
TaxJar is a B2B SaaS company delivering cloud-based sales tax compliance software for e-commerce businesses. They discovered a gap in the market for specialized sales tax content for e-commerce and online sales.
TaxJar utilized content marketing as a critical element of its go-to-market strategy to capture its desired target audience. After executing the GTM vision, they achieved 100% year-on-year growth and grew to 10k customers.
Use Wrike to execute your B2B SaaS go-to-market strategy
Business-to-business (or B2B) companies need to find a lucrative market to make the highest impact.
Narrowing down to a small niche works best and helps in creating the most value for a small subset of the market. After providing exceptional service to clients in this niche, they can gradually expand to other market segments.
Start a free Wrike trial to plan different phases, organize team workload, and successfully execute your B2B SaaS go-to-market strategy.
Chris Mills
Chris is the Vice President of Product Marketing and GTM at Wrike, leading the product marketing, industry solutions, market intelligence, and go-to-market strategy teams. He has over 25 years of experience in the enterprise software industry, previously heading marketing teams at Salesoft, Hearsay Systems, and PROS. Chris combines analytical and people skills with business knowledge to build high-performing teams and drive cross-functional results.