The SaaS Acquisition Playbook
Customer acquisition for B2B SaaS is its own game with its own rules. What works in B2C or even B2B services often falls flat for SaaS. Here's what we've seen deliver consistent results.
Inbound Content
Content marketing remains the highest-ROI acquisition channel for most B2B SaaS companies. The key is creating content that solves real problems:
- Technical guides and tutorials that showcase your domain expertise
- Comparison pages that capture high-intent search traffic
- Free tools and calculators that attract your target audience
- Case studies with specific metrics and outcomes
Outbound Sequences
Cold outreach still works when it's done right. The bar for quality is higher than ever:
- Personalize beyond the first name — reference their tech stack, recent hires, or company news
- Lead with value, not a demo request
- Multi-channel sequences (email + LinkedIn + phone) outperform single-channel
- Keep sequences short — 4-5 touches over 2-3 weeks
Partnership and Integration Marketing
Strategic partnerships can accelerate growth dramatically. The best partnership strategies:
- Build integrations with complementary products your customers already use
- Co-marketing with partners who share your ICP but aren't competitors
- Marketplace listings on platforms like Salesforce AppExchange or HubSpot
Referral Loops
Your best customers are your best salespeople. Build referral into your product:
- In-product sharing and collaboration features
- Customer advocacy programs with meaningful incentives
- Community building around your product category
Conclusion
The best B2B SaaS acquisition strategies combine multiple channels into a cohesive system. Start with the channel closest to revenue, prove it works, then layer on additional channels.