B2B SaaS sellers face a persistent conundrum. At any time, only 5% of customers and prospects are actively in the market for their solutions. This means the remaining 95% aren’t, hence the 95-5 rule.
You can’t be sure who falls into the 5%, or who will land there soon. Therefore, for the 95% sitting in your conversion funnel, you need to be engaging regularly to be their brand of choice when they’re ready.
How do you keep your customers and prospects in the fold when they’re outside the buying cycle? The answer: always-on content.
When we talk about always-on content, we’re referring to a formalized content strategy that builds trust, authority, and affinity for your brand and product offerings. This entails building a non-salesy content suite that addresses various stages of the buying cycle.
For example, you can build awareness through topical blog posts, educational videos and webinars, and infographics. Once the customer or prospect has progressed to the consideration stage, you can offer product guides and comparisons, case studies, and whitepapers.
At the decision stage, you should be focused on validating their choice and addressing important details. Product demos, customer testimonials, security and compliance documentation, and onboarding guides go a long way when it comes to buyer confidence.
Remember that your existing customers are your most lucrative in terms of lifetime value. In-app tutorials, product update emails, advanced feature guides, and knowledge-based articles help ensure they succeed and continue to buy your products and services.
B2B SaaS sellers should invest in always-on content to nurture leads and move prospects through the conversion funnel. Leveraging this content, you’ll be continuously top-of-mind when they’re ready to buy.
Contact us today to get started on your journey using public relations to market to buying groups.
👋 Written by Elizabeth Crandall Libby
➡️ 2pinz is a B2B SaaS Public Relations and Content Writing Agency
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