The Future of B2B SaaS Marketing is Community Building
We are all currently facing the great attention deficit. It's now time build a community to preserve yours.
B2B markets are changing and buyers are expecting better. In order for new B2B companies to build a sustainable business, they’ll need to stand out > capture attention > hold it > demonstrate expertise > build trust > then provide an invitation to enter the purchasing process when they’re ready…
Here is what I mean:
In 2000, there were approximately 20,000 startups globally. As of 2024, that number is now more like 150,000,000 (source: FounderJar, DemandSage). Because of this, buyers have never had enough choice.
They're flooded.
We have gotten to a point where creating a new business can be done over a weekend.
Now add to this - leading brands are providing incredibly high-quality FREE experiences as part of their marketing (free product, free content, etc).
The bar has well and truly been raised.
Supply has increased.
Demand for the norm has decreased.
And expectations have skyrocketed.
What was once a 'luxury' 10 years ago, is now considered “stock standard” today.
But this isn’t bad. It’s a good thing.
It means our society is getting better. Experiences are getting better. And we all must step up accordingly to sustain it. This has been the natural progression for centuries. Today is no different.
With the increasing amount (and increasing quality) of options available to buyers - B2B marketing is faced with 2 major issues:
It’s incredibly hard to break the noise be seen (a compelling differentiation and a unique value proposition is now more critical than ever). and,
If you’re lucky enough to break the noise and be seen, you are quickly and easily forgotten…
For B2B marketing, this is troubling to say the least...
This is because 2 of the biggest reasons a B2B buyer will enter the purchasing process with you (excluding value of course) are “Trust” and “Timing”.
Trust:
Buyers need to be comfortable that you are going to deliver on what you say. If you’re going to ‘10x efficiency’ then prove it. Prove that you aren’t going to cause them issues down the track.
Recent research by Matthew Dixon (Book: The JOLT Effect) found that 40-60% and failed B2B sales was more attributed to the customer’s level of perceived effort and trust, than it was on a product’s perceived value.
Trust is built through familiarity and evidence over time. Or it is transfer from an existing source they are familiar with - i.e. a referral.
Timing:
B2B sales are complex and take time. Even if you can blow them away with value, it still might not be the right time for them to enter the buy process with you.
Timing, budgets and priorities need to align. They need to be ready to procure you properly. Their whole team needs to be onboard…
For some B2B buyers this can take up to 12 months (or more).
In both instances, it is imperative to capture and keep your audience’s attention so you can build trust and stay top of mind for when it comes time to solve the problem you’re so good at solving (i.e. your product).
It is now quite rare that we can meet someone. Show them how great we are. Then assume they’ll come back when they’re ready…
Chances are they’ll forget you in a couple of weeks and someone else will swoop in at the right time and convert them.
How will building communities solve this?
For B2B marketers, communities are ‘owned’ audiences of (mainly) your ideal buyers who you engage with frequently, provide valuable content to, and cultivate discussion and collaboration with.
A simple example: A monthly webinar series:
In the past I have built webinar series for B2B companies that were simply interviewing customers and industry leaders on topics that surrounded our valuable proposition.
The concept of showing your customer someone who is just like them, has problems similar to theirs, who can share their journey and how they’ve overcome these problems - is one of the most powerful things you can orchestrate to your audience.
It’s not selling, it’s helping and informing - from the position of authority.
Giving your market a place to congregate, learn, share and be entertained should attract ideal buyers and keep them coming back. Over time, building familiarity and trust. All the while staying front of mind when the time is right to buy…
When you’re thinking about building your own community - consider the following:
Find a way to “Cut the Noise” - what is attention grabbing about your company that you want to be known for.
Define your unique value proposition and establish the expertise, narratives and topics that surround it. What do you want to be known for? It must be something that relates to your product, that they can’t find anywhere else, and is something your ideal buyer legitimately cares about. E.g. If you sell tents, maybe you could be the ‘go to’ for all the best camping spots, with reviews of each site?
Find a way to provide more to your audience than just your product.
For example, if you sell knives, stop tell them how great your knives are. Instead talk about how best to sharpen different types of knives. This is helpful, attractive and shows you’re the trusted go-to authority for this topic. Create engaging experiences, and offer support that goes beyond a transactional relationship.
Build your community where they are - don’t wait for them to come to you.
Given the flooded content market, the notion of “build it and they will come” is dead. Depending on your persona and their prefer ways to consume content, find out where they typically congregate, and look to collaborate and share with these areas first. Provide valuable and input to those communities first, and they might just join yours (more on this tactic here).
B2B markets are changing and buyers are expecting better. In order for new B2B companies to build a sustainable business, they’ll need to stand out > capture attention > hold it > demonstrate expertise > build trust > then provide an invitation to enter the purchasing process when they’re ready…
Building and nurturing communities is quickly becoming the industry standard of doing this.
People are tired of interjecting advertisement and being force-fed ‘value’.
Instead people now want businesses to integrate into their lives - not interrupt them.
Focusing on authenticity, providing value beyond your product, and keeping your audience engaged, can build a loyal follower base that not only trusts you but also advocates for your brand.
Adapt to the changing buyer landscape and meet your B2B markets where they’re heading, or face the challenge of perfecting timing your outreach.
Excellent article Alex!