How to use Facebook and Instagram in B2B marketing for your SaaS company

B2B marketing works very differently than B2C marketing. Or not? Shopping habits are increasingly being transferred from private to professional life, and social media platforms play a decisive role in this. Find out how you, as a B2B SaaS company, can use Facebook and Instagram for your strategic direction. [Anzeige]

The corona pandemic has changed a lot. Things that weren’t supposed to go online for a long time, such as working from home, suddenly became part of the lives of many. The online buying behavior of many also changed. While the world of work was forced to adapt, B2B companies are still lagging behind when it comes to selling SaaS products online.

Break with traditions

The standard process in sales still includes talking to the sales representative. This tradition is maintained especially in the B2B area. But due to increasing digitalization, more and more B2B companies are recognizing the advantages of a B2C approach, which is increasingly taking place online and via social media platforms. Products no longer necessarily have to be bought through a sales intermediary, but can be purchased directly online.

B2B purchases are not as impulsive and spontaneous as they are more often in B2C, but shopping habits are increasingly being carried over from private life to professional life. Social media platforms also help, because B2B companies recognize what was already clear in the B2C area: Instead of focusing on the inside of the seller, B2B companies are now also putting the customers in the foreground. A digital and personalized service helps here.

Convince your customers before others do

Working from home meant that solutions were needed that made work easier and more efficient and made employees more productive. The demand increased, and with it the willingness to purchase appropriate SaaS products. The biggest examples of the past two years are probably Zoom and Slack. However, you don’t have to wait for the value of your product to become apparent through external circumstances. With a few levers you can ensure that customers recognize the advantages of your product even now.

Challenges in B2B SaaS marketing

A major challenge in B2B marketing is the mostly complex offer or the mediation of USPs. This results in the often longer consideration phase for the buyer: inside. SaaS companies also have the challenge of promoting a non-material product. That’s why SaaS companies are primarily not about telling the benefits of their product, they have to show it. A good option for this are free trials, which can convince customers of your product in the long term.

In addition to the challenges already mentioned, the first thing to do is to reach the right target group. In contrast to material products, the one-time sale of which can be counted as a conversion, with SaaS sales it is not enough to convince customers only once. Since they often take out a cancellable subscription, contact must be maintained permanently.

5 levers for better performance

You can use the levers Targeting, Creative, Signals, Web Funnel and ROI measurement to tackle and improve your B2B SaaS marketing. You can start directly at the following points in your Facebook and Instagram campaigns.


The first challenge is to know your own audience and to define a target group accordingly. Many software products only address very specific target groups, so the messaging must be tailored to them so that the address can be successful.

So before you start trying to convince an undefined target group of your products with large social media campaigns, you have to get to know your target group first. To help you with this, we have a few Best Practices compiled.


A lever that can be tackled quickly, but is still often neglected in the B2B area, are the creatives. Anyone who is on social media is bombarded with masses of content every day. On the one hand, you should stand out with your creatives, but above all you should ensure that your brand and your message are remembered. So that this succeeds in the B2B area, we also have this Best Practices compiled.


The users or your potential customers use certain signals to show you whether they are interested in you and your product. It starts with clicks or adding to the shopping cart and continues until you register for the free trial or take out a subscription.

A good example of this is the success story of HoneyBook. The Business Management Platform is offering a seven-day free trial so customers can make a more informed decision about whether to buy the product or not. However, many of the trial users do not convert to a paid subscription. However, with the help of Facebook’s Conversions API, the company was able to record successes quickly.

Choosing Conversions API was a no-brainer as it perfectly fit our use case of deferred conversion reporting. Results were immediately visible, and in just a few days our ads delivery drastically improved, growing in both volume and efficiency,

explained Dan Visnick, Chief Marketing Officer, HoneyBook. The technology made it possible to correctly interpret signals from customers and to reduce the cost of a conversion by 50 percent.

Web Funnel

The web funnel is also a lever that B2B marketers can use to sell their product better. It should be kept in mind that in B2B, more than in B2C, the journey is the goal. A dull offer in an ad that is played to people who do not know your brand will not convince most of them. With Facebook and Instagram you can build a funnel that gradually increases awareness and trust in your company and ultimately leads to many people sliding completely through the funnel: straight to the conclusion of the purchase.

ROI measurement

Last but not least, the return on investment (ROI) must be monitored and measured. Finally, this provides information about how successful your own social media presence is. How much was invested and how much was it gained through the measures? As a SaaS company, you can only successfully market your products in the B2B area on social media if you check this regularly and question and adapt your campaigns accordingly.

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