Go to Market Guide
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What Is a B2B SaaS Go-To-Market Strategy?

A robust B2B SaaS go-to-market strategy is essential whether you’re launching your first B2B SaaS product or your sixth one.

Companies who plan and execute their B2B SaaS go-to-market strategy well can reach their target audience faster and convert them into loyal customers.

No matter where your product is in the launch life cycle, you can create a winning go-to-market strategy using the tips and examples outlined below.

B2B SaaS go-to-market strategy definition

B2B SaaS refers to organizations that provide software-as-a-service to other companies. It includes companies that offer software, apps, extensions, or add-ons delivered over the internet or cloud.

A B2B SaaS go-to-market strategy is a framework that lets companies connect with, engage, and attract the ideal audience to achieve their revenue and profit goals.

To create a successful go-to-market strategy, companies need to:

  • Identify their end-user companies
  • Craft compelling messages that highlight how their product solves their problems
  • Establish appropriate pricing, sales, marketing, and distribution strategies

Why do you need a B2B SaaS go-to-market strategy?

A go-to-market strategy for a B2B SaaS company is significantly different from strategies created for companies that sell physical products or services.

Customer experience

SaaS businesses provide software-as-a-service to other companies. Since they aren’t selling a tangible product, they focus on improving their product and the associated services they provide. 

Their GTM strategy will highlight exceptional service with fully functional and high-performing software for end-users.

The customer is a company

End-users for SaaS companies are other businesses using their software, not individual customers. Therefore, when creating a sales strategy, teams must identify the nature, size, and industry for prospects along with their decision-makers.

Diversity in marketing options

As the B2B market targets other companies, outbound marketing options are a great option. For example, some outbound marketing channels can be direct mail, cold emailing, or making cold calls to representatives of potential clients.

Company size matters

In a B2B market, different companies have varied requirements. The size and nature of companies will also affect the go-to-market strategy. For example, a go-to-market strategy would differ from a small start-up to a large enterprise.

B2B SaaS go-to-market strategy example

TaxJar is a B2B SaaS company delivering cloud-based sales tax compliance software for e-commerce businesses. They discovered a gap in the market for specialized sales tax content for e-commerce and online sales.

TaxJar utilized content marketing as a critical element of its go-to-market strategy to capture its desired target audience. After executing the GTM vision, they achieved 100% year-on-year growth and grew to 10k customers.

Use Wrike to execute your B2B SaaS go-to-market strategy

Business-to-business (or B2B) companies need to find a lucrative market to make the highest impact.

Narrowing down to a small niche works best and helps in creating the most value for a small subset of the market. After providing exceptional service to clients in this niche, they can gradually expand to other market segments.

Start a free Wrike trial to plan different phases, organize team workload, and successfully execute your B2B SaaS go-to-market strategy.

Further reading

What Is a Go-To-Market Strategy for a New Product?


What Is a Cloud Go-To-Market Strategy?


What Are the Go-To-Market KPIs?


What Is Go-To-Market Readiness?