The Top B2B SaaS Marketing Trends of 2022

by | Jan 29, 2022 | blog, Business, Content Marketing

The world of business is constantly changing, and the marketing strategies that work today are often not as effective a few years down the road. Marketers learned this the hard way when the social media and digital marketing boom of the 21st century completely redefined a marketing career and quickly outdated techniques that many marketing majors learned in college and graduate schools. This is why anyone in a marketing career needs to stay up to date on the latest trends and see themselves as a “forever student” to ensure success in the world of marketing.

B2B SaaS marketers are not immune to this challenge. In fact, this specific niche of the marketing world changes even more rapidly as technology advances to meet businesses’ unique challenges and needs in an unprecedented digital era. As we advance into the year 2022, there are a number of marketing trends that B2B SaaS companies should be aware of and prepare to implement to stay ahead of the competition and ensure long-term growth and success for the new year of business beyond.

Trend 1: Expand Native Advertising Efforts to Combat Ad Blocker Challenges

One of the most significant challenges that B2B SaaS companies will face in 2022 is the continued growth of ad blocker technologies. Ad blockers are software programs that allow users to selectively remove all or most advertising from the web pages they view, thus disrupting one of the most common ways companies and marketers deliver their messages to consumers. While the average consumer appreciates irrelevant and excessive ads being blocked to not disrupt their web experience, it does rob them of the opportunity to be thoughtfully marketed to and learn about new products or services that they otherwise would not have known about.

As a result, B2B SaaS companies should begin to increase their native advertising techniques and strategies. Native advertising is a form of non-intrusive advertising that is designed to look and feel like the natural content of the web page or app where it appears. This type of advertising is becoming an increasingly popular way for companies to reach consumers without having their messages circumvented by ad blockers or even being seen as advertising at all.

Some popular native advertising strategies include:

  • Advertorials: This is an advertisement that is written in the style of an editorial or news article. These are fantastic opportunities to tell the story of a product or service in a way that feels like it’s coming from an unbiased, third-party source under the guise of an educational or informative article.
  • Sponsored Posts: Similar to advertorials, sponsored posts are blog articles that are written by a company but presented as if an independent, third-party source writes them of information. This is a very effective way to get your company’s message in front of a highly engaged audience without looking like you’re trying to sell them something.
  • Influencer Marketing: This is the process of working with key individuals who have a large, engaged social media following to promote your company or product. Because these individuals have such a large and influential voice online, their recommendations carry a lot of weight with their followers and can be a great way to reach a large number of potential customers quickly and easily.

Trend 2: Leverage the Power of Video Marketing to Combat Content Fatigue and Attention Deficit

Another significant challenge that B2B SaaS companies will face in 2022 is the continued growth of content fatigue and attention deficit. With so much content being created and shared every day, it’s becoming increasingly difficult for audiences to pay attention to any single piece of content for more than a few seconds. It’s why our present-day is commonly referred to as “the age of information overload.” As a result, businesses and marketers have to get more and more creative with how they capture and hold attention.

One of the most effective ways to do this is through video marketing. Video is a very powerful medium that can be used to capture and hold attention in a way that other content formats cannot. Videos are also a great way to stand out in a sea of overwhelming content and can effectively drive engagement and conversion rates.

One of the most important marketing tips for 2022 is to make your videos valuable and entertaining. While its true attention spans are small, if Netflix has taught us anything, people have unlimited attention to binge content that they find useful or entertaining. Sometimes marketers become hyper-focused on ensuring a video is no longer than 15-30 seconds, and they end up producing a short video that is neither valuable nor entertaining to anyone. This is a mistake.

Instead, think of your video as an opportunity to provide value and entertain your audience. Use interesting visuals, strong storytelling, and engaging narration to keep people interested. SaaS marketers need to realize that you can’t have value without entertainment and vice versa. You will lose people who would find an answer to their most pressing business challenge from your video if you don’t entertain them as well. And if you only focus on entertainment, you miss an opportunity to advance their interest in your offering, which is the entire point of B2B marketing.

Trend 3: Dramatically Alter Your Webinar Strategy, and Stop Calling Them A Webinar

For the past two years, these types of “B2B trend” articles would list hosting a webinar as a new and innovative solution to communicate with prospects and customers to combat the proximity challenges of the pandemic. However, in 2022 this will no longer be the case. The reason is simple: by this point, webinars have become so common that they have lost their effectiveness as a communication medium. People are seeing an increase of people who register for the event with no intention of attending, but to receive the on-demand version afterward that they can watch at their leisure, but do they actually?

That being said, people are still craving human connection as we enter 2022 and are still not back to the lives we lived entering 2019. It is still important to host digital events, but in a more creative and interactive fashion than just a traditional webinar.

Some ideas for alternative digital events include:

  • Livestreamed interactive workshops that allow for audience participation
  • Virtual meetups that allow people to connect in real-time
  • Online conferences that bring together thought leaders from various industries to discuss a common topic
  • Web series that are broken up into multiple segments and released over a few weeks or months

The point is, think outside the box and get creative with your digital event strategy. Just because webinars have become common doesn’t mean they are no longer effective. It just means you need to be more creative in how you execute them. And finally, whatever you do, stop calling them webinars. Put some thought into naming your virtual event that focuses on the human connection factor to differentiate it from every other webinar most people have already attended and decided is no longer for them in 2022.

Trend 4: Aspirational Marketing Will Make the Difference Between Which SaaS Companies Succeed and Fail

To succeed in the saturated SaaS market, you need more than a great product and a clever marketing strategy. You also need to create an aspirational brand. What does this mean?

Simply put, your company needs to represent something people want to be a part of. It needs to be aspirational. People need to see your company as an opportunity to improve their lives somehow, whether that’s through the product you offer or the culture you’ve created.

To create an aspirational brand, you need to do the following:

  • Create a strong mission and values statement that people can get behind: This is the foundation of your brand. Without a clear mission and values statement, creating anything that resonates with people will be difficult. People don’t just choose a company because of what it does; they also choose it because of how it makes them feel. Investing in your company culture is just as important as the products you offer and is something that SaaS companies with clear values and morals will find evident.
  • Create marketing content that inspires people: This content should focus on how your product or company is making a difference in people’s lives, not just what it does. It should be inspiring, aspirational, and motivational. Don’t just show how a specific task on your software will save an individual time or money. Show how using your product will help improve the lives of the end client. In the life sciences industry, this could be anything from helping a patient recover faster to providing them with information they need to make better health decisions.
  • Make sure your company culture is one people want to be a part of. This doesn’t mean you have to be the most hip and trendy company out there. It means you need to have a culture that is authentic to who you are as a company and that people can get behind. If you try to be something you’re not, it will be evident in your branding and marketing, and people will be turned off.

Take time to understand what your employees need from an employer to ensure that they are highly engaged in and out of the office. Not only do the work but communicate the work. People underestimate the impact of communication when it comes to company culture. People are happy to invest in a company where its employees feel heard and valued.

The truth is, creating an aspirational brand is no easy task. It takes a lot of hard work and dedication, but it’s worth it in the long run. By 2022, the companies that will still be thriving in the SaaS market are the ones that have figured out how to create an aspirational brand that invites people in and makes them want to be a part of something larger than just the software.

Trend 5: SaaS Marketers Can No Longer Put “Customer Retention Marketing” On the Backburner

The customer retention marketing trend is nothing new. In fact, it’s been around for a while now and has proven to be one of the most successful ways to keep customers coming back for more. However, many SaaS marketers are still hesitant to invest in this type of marketing because they believe it’s too costly, takes too much time from prospecting new clients, or believes that only sales should be responsible for customer retention.

These excuses are slowly starting to become irrelevant as the market becomes more and more saturated. The fact is, customer retention should be a priority for any marketer, regardless of the industry. Not only is it one of the most cost-effective forms of marketing, but it’s also one of the easiest ways to increase and protect profits. In fact, it can be up to five times more expensive to acquire a new customer than it is to retain an existing one.

It’s time for SaaS marketers to put customer retention marketing at the top of their priority list and invest in the strategies and tactics to help them achieve this goal. By 2022, those companies that have yet to do so will be left behind, as their customers will have already moved on to the competition that prioritizes customer retention.

Trend 6: A Consistent Channel of Compelling Blogs Will Be More Important Than Ever

One of the most effective ways to attract and retain customers is through a consistent channel of compelling content. This content doesn’t necessarily have to be about your product or company, but it should be interesting and relevant to your target audience and have an indirect journey back to your brand. In the B2B world, blogs have been one of the most effective ways to do this, and that still rings true in 2022.

Not only are blogs a great way to keep your audience engaged, but they’re also a great way to attract new leads. In fact, businesses that publish 16 or more blog posts per month get 4.5 times as many leads as those that publish four or less. This is because people are more likely to return to your blog if you’re providing valuable and interesting content on a regular basis that addresses their needs.

By 2022, companies that can produce a consistent stream of compelling content will be the ones that stand out from the competition. This content doesn’t have to be about your product or company, but it should be interesting and relevant to your target audience. Sometimes marketing teams are strapped for resources and don’t have the bandwidth to produce a consistent flow of 16+ blogs per month to ensure leads and brand awareness. In this case, many SaaS companies find leveraging a writing service agency, like Better Content Matters, can help fill the gaps and get content out there at scale that will demand attention and generate the high-quality leads your organization is looking for.

Stay Ahead of the B2B SaaS Marketing Trends for 2022

To stay ahead of the curve in 2022, it’s important for SaaS marketers to pay attention to the latest trends and invest in the strategies and tactics that will help them achieve their goals. Depending on the maturity of your organization and staff bandwidth, it may be challenging to do everything on this list. That’s ok. Sometimes focusing on one or two of these items can pay off more than sharing your attention with many. Also, consider partnering with agencies who specialize in these areas to help fill in the gaps. Regardless, the key is to start somewhere and constantly learn, evolve, and adapt your marketing strategy as the world of B2B SaaS marketing around you changes.


Colton Hallabuk