LinkedIn is a powerful marketing channel for B2B and software companies have an opportunity to acquire leads, demos and trials through the world’s most popular business platform.
B2B SaaS companies uniquely sell across every size company and all departments – software is now a universal tool for every industry and role.
As with most software marketing, we divide enterprise software that tends to have higher prices points and longer sales cycles from turn-key SaaS that typically leverage PQLs ( Product Qualified Leads ) that go through a demo and into an upgrade purchase process.
For the longer sales-cycle enterprise software companies, LinkedIn can serve as an Account-Based marketing tool to specifically identify companies or individuals for marketing sequences and campaigns.
For shorter sales-cycle SaaS, LinkedIn represents a social platform for brand awareness, word-of-mouth and targeted user advertising.
While for Healthtech and Edtech companies, LinkedIn is not as valuable of a platform since those audiences do not engage with the platform as often or at all.
LinkedIn posts with images get 2x higher engagement
Larger images do even better, with 38% higher click-through rates than other images. LinkedIn recommends 1200 x 627 pixels
16 Examples of B2B SaaS LinkedIn Marketing Examples
SaaS companies tend to have creative marketing as they often build brands that are a little more edgy than many mainstream companies. This is a huge advantage when it comes to LinkedIn posts and content for their sites as they can have fun or push the bounds a bit.
Let’s look at some SaaS companies that have leveraged LinkedIn marketing in unique ways.
HotJar
“Product Experience Insights that show how users behave and what they feel strongly about, so you can deliver real value.”
A clickable list of 7 of the first acronyms in an article they have on their site. It is very graphical, simple to read and highly targeted at their audience.
Canva
“Design anything. Publish anywhere.”
The image title is catchy, and concise. It compels social media marketers, freelancers, and newbies that want to venture a graphic design career to register on their upcoming webinar.
SemRush
“Online visibility management SaaS platform that has been used by over 10,000,000 marketers worldwide “
Use of a Meme with a popular star to describe a scenario that their target customer would face.
Toast
“We empower the restaurant community to delight guests, do what they love, and thrive.”
A simple, but play on their brand name that encourages engagement with their followers.
Shopify
“We support independent businesses in every way possible; helping them start, sell, market & manage.”
For SaaS companies that are focused on hiring in a tight market, the use of LinkedIn as a candidate marketing tool is smart.
Zendesk
“The best customer experiences are built with Zendesk.”
Not afraid to use some punchy messaging, Zendesk asks if your customer experience sucks and then uses a playful video to catch your attention.
Upwork
The world’s work marketplace.
Telling customer stories is a powerful marketing strategy and upwork is able to share how they have significantly impacted their customers.
Calendly
When connecting is easy, your teams can get more done. Calendly is modern scheduling that makes “finding time” a breeze.
This popular SaaS company filmed an authentic live video from a conference they were attending.
Atlassian
Tools for teams, from startup to enterprise: Atlassian provides tools to help every team unleash their full potential.
Win an award? Well, SaaS companies should promote confidence on LinkedIn by sharing positive reviews and awards like this.
FreshBooks
Reshaping the World to Suit the Needs of Self-Employed Professionals and Their Teams.
SaaS companies can promote new features on LinkedIn.
Zoom
One platform to connect
Build a community of users both online and in person. In person SaaS user conferences are perfect for LinkedIn followers.
Notion
Your all-in-one workspace for tasks, notes, wikis, calendars, and team collaboration.
A B2B SaaS, Notion uses their LinkedIn feed to show a constant feed of tips using video.
Airtable
Build powerful work apps, without coding
Case studies can be more than a page on your site. Airtable tells a great story in a single graphic.
Datadog
Datadog provides cloud-scale monitoring and security for metrics, traces and logs in one unified platform.
Datadog shares SaaS user stories in a very authentic and personal way. Subtitles allow LinkedIn users to not have to turn on their sound to get value from the testimonial.
Bill.com
Making it simple to connect and do business
Bill.com supports the US field hockey team and promotes their support on their page. This shows a hint of their culture and beliefs for both prospects and candidates.
HubSpot
We help companies build remarkable customer experiences with a CRM platform that’s designed for scale.
Showcasing your placement among competitors shows your audience your industry authority.
Some quick tips for SaaS companies to market on LinkedIn
1. Identify and connect with potential referral sources. Those within your niche can be a great resource to find new business. For example, if you sell a real estate software connect with realtors who could potentially refer you new business.
2. Build relationships with your potential clients. Become a resource for your network by commenting and responding to posts. Educate your network so they will want to come to you with their problems.
3. Create a community of like-minded professionals. LinkedIn groups can be a part of the lead generation funnel. A airline SaaS can share information with a group of airport operations people who may refer business when their clients need advice. Within this group, you can start conversations and link potential clients, referral sources and other media back to your website where they can get even more information.
4. Spread your content and prove you’re a thought leader. Placing your content and expertise in front of the right people you could potentially work with can be the best way to attract new clients and referral sources. That’s why you need to join the groups your prospects are going to for information. Those are the places you can provide information and engage in conversations.
5. Build on existing client relationships. You may want to consider creating a LinkedIn group specifically to provide exclusive content and information just for clients. Your marketing efforts should not stop once someone becomes a client. Make sure you’re building on those relationships to better your chances of client retention.
6. Stay in touch with what’s happening in your specialty. Joining groups that your peers, colleagues, and competitors belong to can help you stay current with trends in your target industries. You will be able to see what others are talking about and what they have to share.
7. Showcase your SaaS team. Bring your team to the front of your marketing on LinkedIn to make it as much about the people as the product. Additionally you get to leverage all of your employees networks for exposure.
LinkedIn Is a Great Place to Find Decision Makers
As of late 2021, the platform could claim to reach more than 65 million business decision makers, according to their own official statistics.
The platform allows you to reach and engage your prospects at the right time and in the right context. You can easily find customers through searching by either their name, position, or company. LinkedIn also suggests other potential customers that you can target.