Blogs - Ciente

BlogsNovember 11, 2024April 28, 2025

Branding and Design: Beyond Logos

Design and Branding are always constrained to visuals. These limitations hinder a brand from fully coming into its own. But what if you could go beyond?

Design is humanity’s greatest invention. Or rather a discovery. The language of design helps us understand, visualize, and create symbols that make sense.

Everything man-made that you see has been designed with the intention that someone might use it or find it exciting. The design makes something memorable. With this usage of abstract symbols and design choices, we are able to use and program commands in machines and create a brand.

Branding and design are linked together like a coin with two sides. They are an inescapable part of each other. The discourse online surrounding brands and design is about the fundamentals of branding design.

But who doesn’t know that? A good brand has a good design. And if you want to be memorable, create an aesthetic that visually appeals to your user.

Is this it? No. To design something entails far more, especially from a brand’s perspective. And while logos and color are a major part of it, it is not something that marketing leaders do not know about.

When it comes to your brand, you know how it should look and feel. If you know your customers, you know what typography, pictures, and logo should reflect their personality.

But what goes beyond these fundamentals? Understanding timeless design principles makes brands successful. It is communicating an idea to another almost instantaneously. And staying in their mind.

The design creates trust, recognition, and belonging.

Image Description/ Caption: Designed for Perfection

The Vitruvian Man is one of the most recognizable sketches on our planet. Its creator does not need to be named. That is branding and design.

Why is it so that some visual pieces evoke a memory in our heads? When you see an iPhone from the side or front, even without looking at the logo, you understand it is the iPhone.

It is association. Your brain puts thousands of pieces together to recognize the device in an instant. When speaking of branding and design that goes beyond logos and typographies, this is what is meant.

Brands that stay on top of your head communicate who they are through subtle cues. Trust us, aesthetics are part of it, but brand design should not be confused with its sub-part— Graphic Design.

Brand as a system

Within the school of system thinking, any object is broken down into parts, and the interconnected relationship of the parts makes it work as a whole.

Brands are the same. They are dynamic systems that constantly evolve and adapt to feedback. As with any system, the brand is made up of many moving parts. From customer experience and aesthetics to the product/service/personality your brand has formed around, branding design has to consider everything.

Brands are like a movie. The entire experience must be directed to create positive outcomes for the organization and tell a story worth being part of.

This is where branding and design come into view. It is a strategic and scientific approach to creating trust within the buyer and becoming a natural choice for whatever you’re selling. It involves educating, delighting, and retaining your audience.

Build meaningful interactions

In marketing, the interactions your customer has with your brand are known as touchpoints. And marketing teams describe the customer’s path to the bottom funnel as a journey. Yet, among the noise of marketing messages, these concepts have become redundant. Explore effective Email Marketing.

But they do matter if we look at it from a different perspective. Many online resources talk about frictionless touchpoint interactions or journeys. Yet, the reader is not left with an understanding of what the content is trying to say.

These pieces beat around the bush to tell you one thing: Build meaningful interactions.

Directing your customer’s journey is crucial for brand building, as it may. But how do you do this?

You must think like a designer. Because that is what the successful brands do. They design every touchpoint with awareness of what the customer should feel or act like.

Let’s illustrate this with an example exclusive to B2B.

The concept of self-buying

You must know that self-buying has become popular since the pandemic. As more business leaders began preferring the self-buy options, the industry had a wake-up call.

They needed to get on the self-buy train like their B2C counterparts. And they did. But what does the industry find?

B2B buyers felt more regret when they self-bought. Why do you think that is? One of the reasons is that they couldn’t understand what the product had to offer.

One of the drawbacks of self-buying is not having an SDR to talk to and ask crucial questions.

But there was one more caveat: Buyers preferred remote selling. I.e. after the pandemic, in-person sales were not the preferred option for them.

This is a design problem. And shows us customers themselves don’t completely understand what makes their experience good. The design anticipates the problems the buyer may face under possible conditions. And provides an intuitive solution for it.

The intuitive design solution is to understand that your SDRs are not just outreach agents but consultants to the buyer. And through tools like Zoom can interact with the buyer.

Any good brand designer understands through instinct the value of human-to-human interaction. That a loss of it might cause some obstacles. Buyers need meaningful interactions that affirm their values. And this happens through an SDR during the final stages of the purchase.

Companies that jumped on the trend without this thought process may have faced a lack of high-quality sales.

On the other hand, businesses with hybrid models with their sales teams working as consultants and helpers to ease buyer choice must have reported better deals.

And that is not mere conjecture. In the report we linked above, proves buyers were 1.8x more likely to complete high-quality deals when the model was a mix of self-buy and rep-assisted.

Let’s make branding and design into actionable principles.

Image Description/ Caption: Let Design guide you home

Designing Belonging

SEMRush is adored by a large community. And equally, some who adore Ahrefs.

Both companies are known to feud. They are SEO tools. SEMrush is supposed to be great for keywords and Ahrefs for backlinks. Teams fight over which one is better.

Countless blogs pit the two against each other for commercial purposes. Yet, the SEO community manages to stay passionate about both.

Why do these two brands evoke such appreciation? Because people feel a sense of belonging with them. Both brands have managed to capture their intended audience and hold their attention. Especially SEMrush.

But how do you create belonging through branding? The simple answer is to align with something. There is a debate in the community between keywords and backlinks. And maybe…just maybe. SEMRush and Ahrefs decided to support these polarizing communities by design.

This created a sense of belonging between the community and the brand. If a product is good and does what is needed, its brand can quickly create a passionate community.

And nothing exemplifies this like Notion

The community of Notion

Credit:https://www.reddit.com/r/Notion/comments/1bwo4tc/i_am_worried_about_notion_community/

Do you see the affection Notion gets from its users? Go and read the comments. They are passionate, to say the least.

Why does this platform have such an avid fan following that people wear Notion merch, and why does the San Francisco Standard say that people use it to run their lives?

If you are creative, you know Notion. For those who do not— it is a connected workspace for wikis, projects, and docs.

It’s an all-in-one tool for creation and management.

But if you ask any creative, the tool is more than that. It helps you make your ideas into reality. Notion works on the concept of customizable databases, and these databases can get as creative as you. Offering what seems to be endless possibilities. People even monetize their databases because they are effective.

Notion, coupled with marketing, high-quality content, and a tool that satiates the want for premium stationery items, creates a unified experience of satisfaction.

Notion is designed for people to want to ask more. All through intentional design.

Here is the co-founder’s interview. Through his words, we can understand that he and Ivan designed Notion by understanding the needs of the knowledge worker and creating a tool that lets them personalize through building blocks.

Revolutionary.

“Design means everything here. We’re a tool that solves people’s daily problems.” — Ivan Zhao

Look at Ivan’s comments – A tool that solved people’s daily problems. And they designed their brand to exemplify this.

From the community meet-ups to incorporating customer feedback and app integrations. Notion is everything a tool wants to be.

Notion has such a Zen way of organizing and creating programming, writing and designing, and whatever you want to use it for. That it hooks you in. And makes you passionate. Explore Programmatic advertising.

Do you want to create a second brain? Notion’s got you.

Let’s break down the design principles behind belonging: –

Understand what your product/service/personality stands for
Let the customer explore and find out what it can do by sprinkling in clues
Let them talk about it (Or create discussions around it)
Enable their thirst for knowledge.

Creating Trust and Recognition

Image Description/ Caption: Trust made tangible

In the Soviet Union, things were not branded till the 60s because of socialist rules. This created a huge problem. Quality was bad, and factories could not be held accountable.

After a fiasco involving rivets, ships, and sinking, the USSR realized branding and design were crucial.

Very crucial.

And so started the boom of state-owned design teams that made logos and had names of the manufacturing factories etched into their products.

Have you ever wondered why brands were ideated into existence? It is because of a need. The a need to distinguish between high-quality goods and trustworthy creators.

Great design plays the role of enforcing this idea. Look at McDonald’s. The undisputed king of fast food.

What do you think made McDonald’s so popular? Is it the Iconic logo? Is it McDonald’s the clown?

Of course. But let’s take a granular approach. They dominated because of design. The winner was their kitchens and the Speedee System created by the brothers Richard and Maurice McDonald.

It was revolutionary.

It was the lever of McDonald’s success and why Ray Kroc believed in the brand. Let’s take it a step further.

After World War II, drive-in competition in San Bernardino grew, and the McDonald brothers discovered something surprising about their barbecue restaurant: 80 percent of their sales came from hamburgers. “The more we hammered away at the barbecue business, the more hamburgers we sold,” said Richard McDonald, according to John F. Love’s book McDonald’s: Behind the Arches.

The brothers closed their doors for three months and overhauled their business as a self-service restaurant where customers placed their orders at the windows. They fired their 20 carhops and ditched their silverware and plates for paper wrappings and cups so that they no longer needed a dishwasher. According to Love, they simplified their menu to just nine items—hamburgers, cheeseburgers, three soft drink flavors in one 12-ounce size, milk, coffee, potato chips, and pie. — Source: https://www.history.com/news/how-mcdonalds-became-fast-food-giant

The McDonald brothers thought like pioneers. The success of their business was possible because their brain picked up on design choices— whether through instinct or training.

They realized burgers were selling more
And created a system to deliver it to the customer quickly and in their hand.

Can you see something here? The McDonald brothers created a lean start-up. A quick and agile entity. And their echoes are still heard 75 years later in 2024.

Let us talk about design principles: –

Identify your product or service offerings and analyze what is popular with your customers.
Is there an opportunity to enhance customer experience by becoming aware of what they want or need?
Is there bloat in your design? Something you can eliminate without affecting your main product. Even elevating its speed in some aspects.
Ask yourself: If this choice is so powerful, can a brand emerge through this, or can your brand become synonymous with that offer?

A brand that designs itself to provide value to its user and anticipates their needs will get the opportunity to associate itself with a concept.

Like Apple with design. Like Google with search. Like McDonald’s with Fast Food. And HubSpot with Marketing and Sales.

Design principles put you on par with the giants.

Bring it together for the user to feel, see, and touch.

Image Description/ Caption: Can you feel the heaviness in their backs?

Great design excites all the senses. You must have interacted with tools and software that seemed tangible. The software almost anticipates your responses and helps you grow. As it guides you through its challenges, you feel the joy of discovery.

SEMRush is such a tool. It knows what the user wants and, through design helps them grow their marketing skills. Another is Google.

Imagine the head of Google’s designers- they thought that search should be simple and made the software easy to use. You cannot touch Google but feel the experience through your keyboards.

Or look at the advent of AI. It is an intelligence designed to derive ideas and help us find new thought processes. Perplexity, Claude, and ChatGPT encourage exploration through simple UIs.

You talk. The AI responds.

Think about it. Such simplicity is born from the complexities of immense computational powers.

The question is: How can you do this with your tool and make it part of your brand’s identity?

Branding and Design as a reflection

Brands are a reflection of strategies, design choices, and the product (or services and personality) your team is selling.

Unique brands manage to bring out their traits through visual, industrial, and software design. Are they special? No. The only difference between good and bad design is not understanding user needs. And anticipating failure.

There’s no point in adding features that will not elevate the user or make their usage easier. In marketing, good design asks itself— will my base customer find value in this message? If not, how can it be?

Branding and Design is asking yourself the right questions.

And Ciente can help you.

Ciente.io produces high-quality content to help you strategize and provide an edge over the competition. Our in-house creatives and strategists provide the data and expertise to help you orchestrate buyer experiences.

Whether design, content, or maximizing your reach, we help leaders grow their businesses and achieve bottom-line growth.

BlogsNovember 7, 2024June 5, 2025

How to Fuel Your Middle-of-the-Funnel Sales

In the marketing landscape, MOFU is an opportunity to build meaningful relationships, increasing lead conversion. How can you make the most of this phase?

With the ongoing digitization, the buyer’s journey continues to shift and evolve. When you are at the MOFU phase, your potential customers have gone past the initial awareness stage. They are now at a point where they are seriously considering purchasing your offerings. In this middle stage between TOFU and BOFU, potential prospects know your brand and have shown interest in your product or service. But they are looking at various options to make the best purchase. It is also the phase where they perform a comparative analysis with the competitors. For this reason, MOFU is known as the consideration phase of the sales funnel.

At this point, supplying some information that will help them make an informed decision. Your marketing strategy targeting the mid-funnel must balance a solid foundation with flexible strategies.

Utilizing the potential of middle-of-the-funnel

The key ingredient of acing MOFU marketing comprises delivering content that conveys the right solution to your prospects. You need to provide them with detailed information about your offerings, or some added value to engage them. Amplify your mid-funnel content by making it more helpful and informative, without being too sales-y. Your target audience must feel like your offerings are providing some value. And it’s not some aggressive sales pitch. When you launch relevant and value-rich content, prospects are likely to respond positively to them.

While providing useful data, focus on building relationships with potential customers. You can achieve this through personalized emails or social media messages. Using these initiatives, you want your prospects to become excited or motivated to read the messages or posts. Building strong relationships with your prospects cultivates trust in your brand, making them more likely to purchase your offerings.

Mid-funnel buyers involve more thorough research from the prospects’ end before they go ahead and leap into that final decision to buy. Utilize this crucial point to stand out from the other brands, so the prospects choose you over the competitors. The mid-funnel content should revolve around delivering solutions that address the audience’s pain points. You should be able to help the MOFU buyers find the right solution through your content.

MOFU Marketing Tactics

Prospects entering the middle-of-the-funnel may not be familiar with your products or services. So, your main objective here is to enhance customer-brand relationships. By implementing this approach, your team can establish its authority in the market. The mid-funnel phase is also the perfect time for you to start nurturing leads who may not be ready for a sales discussion yet. Implementing a robust content marketing strategy can be a great tool to showcase the value of your brand. To accomplish this, your marketing strategy should be research-based and involve educational content, thought leadership, and case studies.

An effective MOFU content marketing helps you close the gap between the initial curiosity the audience feels when they engage with a brand’s content and the final sale. The leads you have at this stage are in the consideration phase of the customer journey. Your marketing team needs to produce educational content that engages the audience to your brand, increasing the lead conversion.

Key Elements of Successful Mid-Funnel Content

An effective mid-funnel content must be educational and highly persuasive while being target-specific. When you create materials with all these components, there is a better chance that your customers will resonate with your brand, causing them to convert into leads. Let’s look at each of these elements more closely.

Educational and brand-specific

Considering the prospects in your MOFU, they already have a solid understanding of your brand and its offerings. But what they need to dive into is how your company is different from the competitors and why they should go for your product/service. That is why, when creating content, make sure it is more sophisticated and informative, discussing your USPs.

Highly-Targeted Content

At its core, middle-of-the-funnel is your chance to add prospects in your sales cycle who are already interested in your offerings. Utilize this aspect of the sales process as an opportunity to drive more organic traffic to your site through engaging content. However, there is a stark difference between actionable insights and consumers casually seeking a solution. To garner customers likely to convert into paying accounts, you will want to create targeted content, supplying them with specific information that adds value and addresses a problem faced.

Engaging Content

In the MOFU phase, your content needs to hook prospects for the long haul, inviting them to explore more about your company and its products or services. When developing your content plan for the mid-funnel phase, ensure that you provide enough data that gives them confidence in your brand to solve their problems. Showcase your unique capabilities and publish various forms of content demonstrating your expertise. A gentle push is all you need at this stage to convert into leads.

Types of content for effective MOFU marketing

Middle-of-the-funnel marketing requires certain forms of content to create an impact. These are some examples to educate your audience with the resources they need.

Case Studies

Through case studies, you can offer insightful explanations of how your offerings will make a difference and what new it is providing that other brands are now. You can highlight success stories or discuss applications of your products or services. This will let potential customers understand how you helped their existing clients achieve business goals. When creating case studies, demonstrate data such that your customers feel connected. They will want to see how the success of other brands can relate to them.

White Papers

The core mission of launching whitepapers is to draw light on a specific pain point and promote an approach you used to overcome the hurdle. As a brand that wants to stand out, you must publish white papers on your website and share them in your email campaigns. You must ensure they contain valuable, concrete facts, and statistical data that give your offerings a steady skeleton. If engrained with the right ingredients, white papers allow your prospects to grasp first-hand the benefits of your solutions.

Email Campaigns

Target-specific email campaigns provide an easy and effective route to reach many prospects. For instance, if you can garner more email open rates, it implies that your email marketing campaigns are making an impression to lead to actions. You can also look into email newsletters to compile value-added information to provide details about your brand. These campaigns can be curated to provide insights to move leads further into the funnel. The standout feature of emailers is they allow you to send multiple messages in one go.

Blog Posts

Whether you are a new brand or have established your brand voice strongly in the market, blogs are a useful catalyst to amp up your sales funnel. You can curate articles as per your audience, trying out different lengths and formats while you do so. Each blog is customizable plus easy to consume. The best part of blogs is updating informational content that your prospects will consume. If your blogs have unique insights, they also give you a cutting edge. Enrich your blogs by adding more SEO keywords and relevant links to increase search rates.

News Articles

Publishing curated news pieces could open another doorway of communication with your target audience. While launching this content form, obtain a content license from a trusted source that helps you share timely and reliable updates. In this way, you can enhance brand credibility among your prospects.

Summing up,

The middle-of-the-funnel is one step ahead in the sales funnel. Your prospects have surpassed the getting-acquainted-with-your-brand phase and are seriously considering choosing your brand. This phase is all about them researching and comparing across competitors to decipher which brand makes the best fit for them. The way for your brand to shine in this stage is to provide content that enlightens them on how your brand’s offerings will solve their pain point. You can retain more leads past the MOFU phase by launching value-rich content that highlights your services and offerings. It is a great stage in the funnel to increase lead conversion by planning and delivering content that matters.

BlogsNovember 4, 2024April 11, 2025

Striking the Right Chords with your Top-of-the-funnel Sales

As per reports, for every 100 leads, only 2-5 prospects may convert into paying customers. How do you increase this ratio by targeting TOFU clients?

A sales funnel comprises different levels, each denoting the type of customer or the status of your deal with them. These are categorized as TOFU, MOFU, and BOFU. At the top of the sales funnel (TOFU), you probably have many potential leads. These customers could be new to your offerings and may be getting acquainted with your brand.

Yet they may not be actively looking to buy a product or service. In short, not all the leads you have at this stage are likely to convert into paying accounts. Frankly, very few will. Studies indicate that the average conversion rate for top-of-the-funnel sales leads ranges between 2%-5%. So, utilize this awareness stage phase of awareness as a good opportunity for your brand to make a lasting impression that has them returning to your products or services.

The top-of-the-funnel is your chance to get your target audience hooked and want to know more about your offerings. It needs to focus on value-added content and ads that create brand awareness while leaving your prospects wanting to learn more. You want to maintain a fine balance between showcasing your expertise and not coming on too strong by selling too much information. If you successfully catch the attention of maximum prospects without being annoying, there is more chance of bringing them to your brand’s sales funnel.

Let trust-building be the core of the TOFU phase to educate your prospects with insights they find valuable. When they trust your brand, they will likely sign up for the long haul. The right elements can enhance awareness and win the interest of more prospects in your brand’s offerings.

How can you make the most of TOFU?

Your sales and marketing teams know that attracting new prospective customers and generating leads are the stepping stones to a successful strategy. However, when the top-of-funnel is a hit-and-miss, your sales and marketing funnel teams won’t have many leads to nurture and carry forward.

Inventing innovative tactics to strengthen your TOFU is the key to building trust among the target audience. Moreover, this is a catalyst for helping you establish thought leadership with prospects. But where do you begin to create a robust top-of-funnel content for your sales?

Adding value to your audience makes all the difference. Be it through your content or your communication, the more you focus on delivering value, the better will be your success rate with prospects. When prospective customers resonate with your brand voice, it enhances their engagement. And if more people engage it elevates the chances of prospects converting into paying accounts. Since more potential customers are in their research phase early on, the primary goal of marketing at the top of the funnel is to stimulate awareness and propel lead-gen campaigns.

These are the prospects who expressed interest in your offerings but are yet to make a purchase. When you can add value through your offerings and address the prospects’ needs, you can create content that appeals to TOFU clients. This enables them to take the next step toward an informed decision for purchase.

Quality TOFU leads help you increase brand awareness, generate qualified leads, and foster strong relationships with customers. A steady flow of top-of-the-funnel leads paves the way for optimizing the best strategy to maximize your returns on investment.

How will you benefit from TOFU sales?

Your sales and marketing teams implement the latest strategies to appeal to the right audience. Yet, there are times when the newest ideas may fail to yield the results you seek. This is where TOFU-focused sales come in handy. It helps brands like yours to produce interest among prospects in your offerings. Moreover, blogs launched to level up the TOFU include impactful CTAs. Feel free to ask your prospects to sign up for a newsletter or a contact form that connects them with your sales team. SEO-rich top-of-funnel content can benefit you in several ways, ultimately increasing client reach and sales conversions.

Brand awareness

Whether your business is newly launched or you have established your brand identity in the market, instilling and sustaining brand awareness are always critical. Plan every content you launch or deliver and use the right keywords. Create brand awareness by connecting with TOFU prospects and discussing ways in which you can address their concerns. When you take different routes to build relationships with the audience, more prospects will become aware of your brand.

Generating leads

If the blogs and content pieces you deliver are rich in value-added information and SEO-backed, they will attract more prospects. If more potential clients read your materials, there is more scope for garnering high-quality leads. While crafting various forms of content, ensure you cover topics that intrigue the target audience. Integrate every content piece with relevant keywords that elevate the overall search engine optimization. Also, discuss the significance of building relationships with potential prospects using social media posts, email campaigns, or other marketing tactics. Implementing these initiatives will increase your lead generation, allowing you to stay ahead of the competition and build a strong client base.

Building relationships

Strong relationships with prospects go a long way in expanding your database and improving customer retention. Although B2B brands realize the importance of robust customer-business relationships, it may feel like a struggle to accomplish this. The good news is— with careful planning and strategic implementation of ideas, it is not far-fetched. For instance, engaging with potential customers through content and social media channels will prove effective.

Researching your audience and understanding the content they grasp will serve as a roadmap to help you decide the types of topics to discuss in your content. Include advice and informative content to develop trust with the clients. Launching interactive and value-added posts allows your messages to create an impact on the target audience. Tailor messages and content to make them interesting, drawing readers and invoking purchase interest. Catching the attention of TOFU clients with your content and campaigns is a surefire way of increasing the performance efficiency of your sales cycle.

Segmentation

Client segmentation is an essential element to customize campaigns for audiences in a specific funnel of the sales cycle. It is important to thoroughly understand the tone your target audience prefers, the type of content they find interesting and what are their pain points. The sales and marketing approach will vary depending on whether you are targeting new leads or wanting to provide useful information that encourages them to engage with your brand. Whereas, if you are looking to retain existing customers, providing updates about new offerings may work in your favor. The bottom line is the more you know each client segment, the more effective is your marketing campaign.

Ace your content for efficient TOFU marketing

Content conveys your brand’s voice, and at the same time, it is a channel that allows your audience to align with you. Combining high-quality content with strong visuals builds relationships with prospects, attracting new leads. While there is a diverse stream of content that can be launched, these are the common content types the TOFU clients may find appealing.

Blog posts

Blog pieces are a great way to talk about your expertise. You can use short-form or long-form blogs to highlight how your offerings address audience pain points. Develop them as a means to resonate with more prospects. Cover topics your target clients would search for and amplify the searchability with keywords. In this way, you deliver value-added content that drives traffic to your site and increases your customer reach.

Landing pages

Leverage landing pages to discuss all your services to engage a specific target audience. Optimize landing page content to increase site visits and generate more inquiries. Utilize these to encourage brand-customer interactions either directly with the purchase or through web chat or a contact form. You can also create separate landing pages for events or special offers.

White papers

These offer the perfect opportunity to publish long-form content, shining light on the impacts of your benefits. You can draw upon success stories and how-to guides, and build case studies as white papers. Make them available to download from your site and to the email list. Utilize the launch of white papers as a perfect time to showcase your expertise and connect with the audience.

Infographics

These are concise and visually appealing forms of content. Infographics allow you to represent complex concepts in a clear and easy-to-interpret format. You can post them on your website and social media channels to generate interest among prospects through reposts and engagement.

E-books

If you are looking to establish your thought leadership, E-books are the best resource for sharing valuable content. You can discuss software solutions that would address the pain points of your audience. Leverage this form of content to connect with a large base of prospects and share it through email marketing campaigns. Another way of attracting leads through E-books is making them available on your site and linking them to a contact form for enhancing audience engagement.

Wrapping up

Your brand has a unique idea and offers solutions that address the pain points of your audience. But without connecting with the prospects, it is tough to build your brand reputation. Top-of-the-funnel marketing is your chance to attract your target customers and keep them for the long haul. Focusing on the TOFU of your sales cycle allows you to create a good first impression and generate more conversions. Your innovative marketing techniques focused on the top potential customers are a driving force to convert those potential leads into actual sales. Spend time and resources on marketing tactics to deliver your best lead-gen campaigns and take advantage of top-of-the-funnel sales opportunities.

BlogsNovember 1, 2024June 25, 2025

What is AdTech – A Complete Outlook in 2025

Ad Tech is redefining several age-old marketing techniques and providing businesses with better tools to reach their customers. How can organizations take advantage of it?

Today, digital innovation is transforming the way most businesses and industry sectors operate. For marketers, data is the new oil. Data collection and analysis will be the foundation of all future services and business models by 2030.

Despite this, 76% of marketers do not use data in their online marketing and targeting, even though businesses are continually collecting information about their customers. The failure of marketers and advertisers to fully utilize ad technology represents a significant waste of potential.

Ad Tech aims to change that. As the digital advertising business is undergoing a significant phase of development as a result of the rising amount of time customers spend on digital media, it is an excellent way of strengthening communication with clients.

Statista predicts that global digital ad spending would surpass $645 billion by 2025. Marketers can use Ad Tech to target consumers, offer relevant ads, optimize profitability, and improve the efficiency of an ad campaign. This guide describes what is AdTech, what it entails, and how it may benefit organizations. Dive right in!

What is the meaning of AdTech?

Ad tech, or advertising technology, refers to the software and tools that assist agencies and businesses in targeting, delivering, and analyzing their digital technological advertising efforts.

AdTech strives to develop data-driven marketing tactics that are personalized to the preferences of the target audience.

What AdTech does:

In the context of b2b demand generation, Ad Tech solutions allow you to see the big picture of your campaign and maximize its effectiveness. It simplifies the increasingly complicated procedures of purchasing and selling online ads, allowing organizations to maximize their ROI by making the most of their budget.

It is a collection of tools and platforms that marketers and advertising firms can utilize to maximize the effectiveness of their ad operations. Effective advertising campaigns leverage it to gather relevant data and present the most suitable advertisements to their audiences.

GlobalData, a renowned data and analytics company, predicts will expand from $438 billion in 2021 to $1 trillion in 2030.

Key AdTech Components:

Ad tech refers to a variety of technologies that help marketers, and media agencies, operate effective advertising campaigns. It includes the following:

Advertisers have to purchase advertising space from media companies. Media-related businesses require a location to market their unsold inventory.

Demand Side Platform –

Advertisers can use demand-side platforms (DSPs) to place offers on open advertising slots on a per-impression basis.

Supply Side Platform (SSPs)

Supply-side platforms enable vendors to add their inventory on a variety of platforms in an efficient and automated way.

Ad Exchange

(the centralized point that streamlines the purchasing procedure)

When a brand wants to purchase or sell advertising space, it goes to an ad exchange, which acts as a marketplace for DSPs and SSPs. Ad exchanges enable programmatic ad buying and selling with real-time bidding. An ad exchange can provide any type of ad space, from textual content to video advertising.

Ad server technology

(a repository of creatives for advertisements created with specific software)

Aside from the big players (DSP, SSP), another force in the advertising business is ad server technology, which is an inventory of creatives for tech ad that use certain software to post ads on websites whenever needed.

The advertising provided is filtered by publishers and advertisers based on the intended audience, ad type, and demographic factors. Ad servers additionally keep track of how frequently an ad is shown to a specific user.

Why is AdTech important for Businesses

Let us see 10 ways in which AdTech empowers businesses in the digital age.

1. Highly Targeted Advertising

Adtech platforms use advanced algorithms to analyze a wealth of user data (demographics, interests, online behavior, purchase history, etc.). This allows businesses to target their ads precisely to the individuals most likely to convert into customers. It’s the difference between showing ads for baby products to everyone versus primarily to expectant and new parents.

2. Omnichannel Reach

Adtech enables businesses to reach consumers wherever they are online – websites, social media, mobile apps, video platforms and more. This ensures consistent messaging and creates seamless touchpoints with potential customers throughout their digital journey.

3. Real-Time Optimization

Adtech platforms provide real-time data on how ads are performing. If a particular ad or format isn’t getting results, businesses can adjust it or replace it immediately. This dynamic optimization helps maximize the effectiveness of advertising spend.

4. Enhanced Measurability

Unlike traditional advertising, adtech provides granular data on impressions, clicks, conversions, cost-per-acquisition, and numerous other KPIs. This allows businesses to quantify the success of their campaigns, understand what works (and what doesn’t), and refine strategies based on real evidence.

5. Increased Efficiency and Automation

Adtech automates tasks like ad buying, bidding, placement, and optimization. This saves businesses valuable time and human resources that can then be focused on higher-level strategy and creative ad development.

6. Creative Flexibility

Adtech supports rich ad formats like videos, interactive elements, dynamic ads (customized based on user data), and personalized messaging. This diversity can enhance engagement and make ads more memorable compared to traditional, static displays.

7. Improved Brand Building

Targeted and consistent brand messaging across various platforms through adtech solidifies brand recognition and awareness in the minds of consumers. This contributes to increased brand recall and trust.

8. Competitive Advantage

Early adopters of innovative adtech tools often gain an edge over competitors who are still relying on traditional advertising approaches. This advantage can manifest in several ways, like lower customer acquisition costs.

9. Global Market Reach

Adtech lets businesses easily target audiences across borders and time zones. This is invaluable for companies looking to expand into new international markets or tap into niche demographics worldwide. Explore Cross-Border Payments.

10. Data-Driven Marketing

The rich data and analytics provided by adtech empowers businesses to make strategic marketing choices rooted in performance insights. This leads to a higher return on investment (ROI) compared to a non-data-driven approach.

Benefits of AdTech for Business

Until recently, the advertising industry had stayed unchanged for decades. Today, how advertisers put advertisements, how they pay for them, and the actual appearance of the advertisements themselves have all changed dramatically.

The goal, however, is always the same: to reach a specific consumer market and attract their attention. There are numerous options for agencies to differentiate themselves in the age of ad tech.

Ad tech data variety enables more detailed and appropriate targeting. To get the best possible results out of every ad campaign, it is also necessary to rely on reputable ad tech solutions and platforms.

The demand for effectiveness and scale in the domain of thousands of interactions on the internet drove the creation of ad tech. One significant benefit for organizations and their customers is an increase in client encounters. Brands can now integrate across all advertising channels using ad tech.

The purchasing and selling of advertising spaces still take place in an online marketplace, but the introduction of digital advertising has added complexity to the process. Cross-platform consistency makes sure that marketers contact people frequently and effectively.

To manage real-time buying and selling at scale, automated platforms like DSPs and SSPs are required. Furthermore, ad tech and martech solutions are becoming increasingly linked to helping brands and/or companies reach their advertising and marketing objectives. Many ad tech companies provide programmatic advertising services.

Global ad tech spending is anticipated to reach $150 billion by 2023. To put it another way, it’s here to stay. Using ad tech data, agencies may dig down and target just those who are most likely to convert, while ignoring those who aren’t.

What are the challenges of Adtech in 2025?

Demonstrating ROI

B2B marketing requires a focus on long-term value and pipeline development. Attributing conversions to specific ad interactions in a complex B2B sales cycle becomes crucial. AdTech needs to evolve beyond basic metrics like click-through rates (CTRs) and provide B2B marketers with tools to understand the impact of campaigns on pipeline growth and revenue generation.

Data Silos and Integration

Organizations often have data scattered across various platforms like CRMs, marketing automation tools, and web analytics. Integrating this data and creating a holistic view of customer behaviour poses a significant challenge. AdTech platforms need to prioritize seamless data integration and offer solutions that facilitate a unified customer view for effective campaign targeting and optimization.

Budget Constraints and Cost Efficiency

B2B companies often have tighter marketing budgets compared to B2C counterparts. AdTech solutions need to be cost-effective and provide clear value propositions that translate into measurable business impact.

This includes features that optimize campaign performance, minimize wasted spend, and allow for scaling your digital campaigns effectively.

Adapting to Privacy Regulations

B2B marketers also need to navigate the complexities of data privacy regulations like GDPR and CCPA. AdTech platforms must ensure compliance with these regulations while still providing B2B marketers with the tools needed for targeted outreach and personalized engagement.

Reaching the Right Audience

Buyers are exposed to an abundance of marketing messages across various digital channels. Crafting compelling content and utilizing creative ad formats that resonate with relevant audiences is crucial to capture attention and drive engagement.

Vendor Consolidation and Limited Choice

The AdTech landscape is seeing significant consolidation, with larger players acquiring smaller companies. This can lead to limited choice for buyers and potentially restrict access to specialized solutions that cater to specific industry needs.

Ensuring Data Security and Ethical Practices

Marketers entrust AdTech partners with valuable customer data. Building trust and maintaining transparency in data handling practices is crucial, especially in light of increasing privacy concerns.

Adapting to Changing B2B Buyer Journeys

B2B buyer behavior is constantly evolving. AdTech solutions need to adapt to changing trends and provide B2B marketers with tools to understand buyer journeys, personalize communication at different touchpoints, and address evolving buying preferences.

How to overcome Adtech challenges?

Invest in First-Party Data and Identity Solutions:
- Leverage customer relationship management (CRM) data, website visitor behaviour, and other permission-based sources to build rich audience profiles.
- Explore privacy-compliant identity solutions like contextual targeting and contextual authentication to reach desired audiences without relying on third-party cookies.
Embrace Advanced Measurement and Attribution Models:
- Utilize multi-touch attribution models that account for the complex customer journey across different programmatic advertising channels and touchpoints.
- Look for AdTech solutions that offer in-depth campaign reporting and analytics, including insights into pipeline progression, lead generation metrics, and revenue attribution.
Prioritize Data Integration and Platform Consolidation:
- Choose an AdTech platform that integrates seamlessly with your existing marketing technology stack, reducing data silos and streamlining workflows.
- Consider consolidating your AdTech vendors whenever possible to simplify campaign management, gain better data visibility, and potentially negotiate more favorable pricing.
Focus on Creativity and Engaging Content Strategies:
- Move beyond traditional google ads and experiment with creative ad formats like interactive content, native advertising, and video storytelling to capture B2B buyer attention.
- Personalize content based on audience segments and buyer personas to deliver relevant and engaging messages that resonate with specific B2B customer needs.
Prioritize Transparency and Responsible Data Practices:
- Partner with AdTech providers who prioritize data security, user experience, user privacy, and ethical data practices.
- Clearly communicate your data privacy policies to customers and ensure compliance with relevant regulations.

What is the best Adtech platform for 2025?

In the dynamic world of digital advertising technology, navigating the complex landscape of Ad Tech platforms can be a daunting task. However, understanding the specific strengths and weaknesses of key players can empower you to make informed decisions for your advertising needs.

Here, we delve into the top 3 Ad Tech platforms, each catering to distinct requirements within the ad tech ecosystem:

Nexd

Features:

Creative management platform (CMP) for building interactive programmatic creatives.
Utilizes WebGL and GPU technology to create smaller file size ads, promoting sustainability.
Offers over 30 interactive ad layouts, including gamified ads, 3D experiences, and virtual reality ads.
Integrates with well-known DSPs for seamless ad serving across various platforms.

Pros:

Creates highly engaging and interactive ad formats.
Reduces energy consumption with smaller file sizes.
Offers a wide range of creative templates and functionalities.
Integrates seamlessly with other ad tech tools.

Cons:

May require additional design expertise for advanced creative development.
Focuses primarily on display advertising, might not be suitable for all campaign types.
Pricing information might not be readily available publicly.

Target audience:

Agencies and brands looking to create high-impact, interactive ad experiences.
Advertisers focused on brand awareness and audience engagement.
Companies prioritizing sustainable advertising practices.

Adform Flow

Features:

Demand-side platform (DSP) for programmatic advertising.
Offers campaign planning, creative optimization, and real-time bidding (RTB) functionalities.
Provides access to a wide range of ad exchanges and publishers.
Supports various ad formats, including display, video, native, and audio.

Pros:

User-friendly interface with comprehensive campaign management tools.
Lower entry threshold compared to some larger DSPs, catering to smaller agencies.
Strong focus on data-driven targeting and optimization.
Supports diverse ad formats for broader campaign reach.

Cons:

May not offer the same level of advanced features as some leading DSPs.
Limited reporting and analytics capabilities compared to other platforms.
Focuses primarily on programmatic buying, might not be ideal for direct deals.

Target audience with Adform Flow:

Agencies and businesses seeking a user-friendly and cost-effective DSP solution.
Advertisers with smaller to medium-sized budgets.
Companies looking for a platform that balances features with ease of use.

OpenX

What is AdTech - A Complete Outlook in 2025

Features:

Sell-side platform (SSP) for publishers to manage and monetize their ad inventory.
Supports various ad formats, including display, video, native, and mobile.
Offers advanced yield optimization tools to maximize revenue.
Provides granular control over ad inventory and targeting settings.

Pros:

Strong platform for publishers with diverse ad inventory and monetization goals.
Advanced features for yield optimization and campaign management.
Supports programmatic deals alongside traditional selling methods.
Integrates with various ad tech platforms for seamless workflow.

Cons:

Requires technical expertise to set up and utilize the platform effectively.
Might be complex for smaller publishers with limited resources.
Pricing structure might not be transparent or readily available publicly.

Target audience:

Established publishers with significant ad inventory and technical capabilities.
Media companies seeking advanced tools for ad revenue optimization.
Publishers comfortable with complex platform functionalities and integrations.

Read our in-depth blog to understand Adtech platforms and their roles in programmatic advertising.

Video Credit & Copyright @SenatorWeRunAds

4 Powerful Adtech Examples

Top 5 Adtech trends to look out for in 2025

First-party data takes center stage:

As third-party cookies become increasingly obsolete, brands are placing greater emphasis on collecting and utilizing their own customer data.

This includes information gathered from website visits, app usage, loyalty programs, and other direct interactions. By building a robust first-party data strategy, brands can gain valuable insights into their audience preferences and tailor their advertising programmatic campaigns accordingly.

Artificial intelligence (AI) continues to revolutionize adtech:

AI is playing an increasingly important role in various aspects of adtech, including:

Audience targeting: AI algorithms can analyze vast amounts of data to identify and target specific audience segments with greater precision.
Ad creative optimization: AI can be used to dynamically generate and personalize ad creatives in real-time, ensuring that each user sees the most relevant and engaging ad.
Campaign performance optimization: AI can continuously monitor and analyze campaign performance, automatically making adjustments to optimize results.

Video advertising reigns supreme:

Video remains the most engaging and effective technology for advertising format, and its popularity is expected to continue to grow in 2025. This is being driven by several factors, including:

Improved video ad formats: Interactive video ads, shoppable video ads, and other innovative formats are providing brands with new ways to capture attention and drive conversions.
Advanced video measurement: Advertisers are now able to measure the true impact of their video campaigns, including metrics such as engagement, brand lift, and purchase intent.

Data clean rooms become the new normal:

Data clean rooms are secure environments where brand advertisers with publishers can collaborate and share data without compromising user privacy. This allows for more effective audience targeting and marketing campaign measurement in a cookieless world.

Focus on ethical and transparent advertising:

Consumers are increasingly demanding transparency and accountability from brands, and this is reflected in the growing emphasis on ethical and responsible advertising practices. This includes practices like:

Avoiding misleading or deceptive advertising: Advertisers need to ensure that their claims are truthful and not misleading consumers.
Respecting user privacy: Brands need to be transparent about how they collect and use user data, and they need to obtain explicit consent from users before using their data for advertising purposes.
Promoting diversity and inclusion: Advertisers need to ensure that their online advertising campaigns are diverse and inclusive, representing a wide range of people and perspectives.

Wrapping Up

The advertising landscape is constantly evolving, offering advertisers new opportunities to reach their target demographic. Marketing executives face numerous obstacles as they struggle for consumers’ attention. AdTech ecosystem holds immense promise for advertisers to enhance profits and boost ad campaign efficiency. While creative and engaging material is still required, AdTech allows advertisers to more accurately assess the effectiveness of an advertising initiative and make adjustments as needed. It also assists advertising in targeting individuals and generating better leads. If your company is not yet utilizing advertising technologies, there is no time more appropriate than now to get started with the best advertising agency.

FAQs

What is an example of AdTech?

A few examples of AdTech include software and technologies that help with data management, ad exchanges, ad forecasting, and ad management software. These technologies allow brands to quickly produce personalized ads while spending less time and money on each targeted campaign.

What is header bidding in AdTech?

Header bidding, also called pre-bidding or advanced bidding, is a process that enables publishers to collect multiple bids simultaneously from different demand sources. These demands are not limited to their ad server but also come from various servers across all of their ad inventory before a sale occurs.

What is the future of AdTech?

The future of AdTech is filled with both opportunities and challenges. By leveraging AI/ML technologies with the right set of software, data, and strategies, the possibilities are endless. These tools can understand customer behavior in real time and automatically make changes as needed.

What are the new technologies for advertising?

Programmatic advertising has innovated various tech to target user at different time. For example, the latest technologies like CTV, DOOH are reaching out to the customers even when they are not interacting with mobile or tablets.

Audio advertising is also a perfect way to target users when they are not active on digital displays but are just listing songs.

The difference between adtech and martech

AdTech is like the flashy billboard of the digital world. It’s all about grabbing attention out there—think ads on Instagram, Google search results, or that weirdly specific banner ad for shoes you looked at once.

AdTech tools (like programmatic ads or TikTok’s ad platform) use data to target strangers at scale, shouting, “Hey, you might like this!” It’s the first date: quick, broad, and focused on making a spark. Metrics here are straightforward—clicks, views, conversions. But once someone clicks, AdTech waves goodbye.

MarTech, on the other hand, is the cozy coffee shop where relationships deepen. It’s the tech that helps you keep people around after they’ve noticed you. Tools like email platforms (Mailchimp), CRM systems (HubSpot), or loyalty apps quietly work behind the scenes to say, “Remember that thing you liked? Here’s more.”

MarTech nurtures leads, personalizes experiences, and turns one-time buyers into regulars. It’s less about shouting and more about listening—using data like purchase history or website behavior to build trust.

The big difference?
AdTech is the megaphone for finding new people.
MarTech is the glue that keeps them loyal.

But they’re better together: Imagine a coffee shop using Instagram ads (AdTech) to lure you in, then sending a personalized discount email (MarTech) once you’ve visited. One finds the crowd; the other makes them feel like family. Both? Essential for winning hearts and wallets.

BlogsOctober 31, 2024March 10, 2025

SWIFT Alternatives for Cross-border Payments: The Top Picks

SWIFT has transformed the B2B landscape, allowing seamless cross-border payment solutions. Here’s why you need to consider other options.

As businesses are adopting digitization and interconnecting with various economic zones, cross-border payments are gaining increasing importance. They allow brands to execute transactions with vendors, business partners, and employees in different countries. An example of B2B cross-border payments includes making a payment to a vendor of yours who is overseas for the products supplied or services provided. Paying employees based in foreign nations also counts as a B2B international transaction. Such money transfers involve different currencies, requiring conversion.

SWIFT (Society of Worldwide Interbank Financial Telecommunication) has become a dominant and trusted payment network for cross-border transactions. It forms an integral part of the global payment system and is a common choice for businesses for overseas money transfers. The interesting aspect of SWIFT is that it is not a payment system in itself but helps banks and financial institutions exchange encrypted data and safeguard their processes.

Over the recent years, the payment As of May 2022, SWIFT witnessed 46.1 million financial information (FIN) messages each day, and this figure continues to grow every year. It provides a single platform for payment exchange across borders. This saves you from integrating multiple systems for the different components involved in international transactions.

SWIFT has been established as a trusted payment network that gives banks and financial institutions assurance that the money exchanged is safe. However, this payment network has some downfalls, which is why businesses are now considering valid alternate channels of cross-border payments. In this article, we have covered these in detail and suggested other efficient payment networks for international payment exchanges.

What are the challenges of SWIFT?

Although the SWIFT network is popular, there are some drawbacks associated with this legacy system. With emerging facilities like open banking, API payments, and money transfer alternatives, several options support easier, faster, safer, and more flexible payments. Let’s dive into the hurdles with this technology.

Slow processing

Transactions through SWIFT can be slow, taking up to 5 days to process if there is more than one intermediary bank. Typically, every transfer goes through several banks, including central banks within the network, which is a complex cycle. The speed may compromise the urgency of payments to go through.

Opaque fees

The SWIFT network implements a system that goes through several stages. The payment order moves from the sender’s bank to the recipient’s bank through a series of intermediary banks. Every financial institution involved is free to determine the fees they charge their business customers. Thus, each of them accepts a fee, and sometimes these could be hidden charges. As a result, the total fees could be a larger amount than expected, making this process costly.

Ecosystem vulnerabilities

When it comes to processing cross-border payments with SWIFT, the efficiency depends on the operational resilience of every financial institution/bank in the chain. If there is an issue with any party, a chain reaction can arise, delaying your payment or even blocking it.

Technically complex

Since there are various components in the SWIFT cycle, you require sufficient resources to get it up and running. The process can be cumbersome for different financial systems, thereby restricting the benefits of automation.

Political

Every country has its own regulations and restrictions by governing bodies. For this reason, you may encounter limitations in specific geographical regions due to political tensions or conflicts. These can influence the financial institutions and central banks that can access SWIFT.

Top 5 SWIFT alternatives

Apart from SWIFT, other options are emerging for businesses to enhance cross-border payments. Each of these alternatives overcomes the drawbacks of the SWIFT networks. The applicability of each method depends on your brand’s needs and ability to access it.

Card networks

International card networks such as Visa, Mastercard, and Amex are accepted worldwide and offer a convenient and secure channel. As more and more transactions happen online, these can incentivize brands to purchase more through reward and protection schemes. The only downside here is that card transactions may charge you currency conversion fees plus other charges. You may experience several benefits with these networks but there may be some reliance on SWIFT infrastructure for payment processing, delaying the settlement times. Moreover, businesses incorporating card transactions need to consider the impact on their balance sheets, especially for additional fees associated with these financial exchanges.

Fintechs

Fintech service providers leverage APIs to address roadblocks and improve traditional banking networks. This SWIFT alternative provides you with options like pre-funding to create an illusion of instant payments. In this way, there is automatic re-routing for the fastest and the most efficient path, along with real-time tracking of payment progress. Partnering with fintech providers allows your brand the flexibility to delegate the processing work, giving them time to focus on the core activities. Streamlining overseas payments becomes possible with fintechs, making them a quick and cost-effective solution.

Blockchains and Cryptocurrency

Blockchain is a shared database or ledger distributed among nodes on a computer network. It offers a transparent protocol for all global users. Cross-border transactions are a top use case of blockchains. They allow the payer and payee to operate with the same data formats and protocols, enabling smooth fund transfer. Blockchains are not restricted by operating hours or geographical barriers.

Cryptocurrency, on the other hand, could be another excellent SWIFT alternative, especially if you are struggling with slow payments. It offers a fast and transparent channel that exchanges payments via cryptocurrency wallets.

Other banking networks

You can leverage domestic banking networks to transfer money between international bank accounts like EFT, SEPA, and BECS. Domestic banking networks are another option for processing payments, enabling instant cash flow and low-cost fund transfers. Such alternative payment channels offer you a range of options for improving cross-border payment processes. The feature that stands out is allowing tailored solutions to specific needs and regional infrastructures. You can access reliable and efficient payment processing capabilities without being restricted by geographical locations.

Summing up

SWIFT payment networks have helped businesses expand across borders, providing a secure payment channel in several locations. They have introduced a large-scale transformation in cross-border transactions remittance. SWIFT’s financial network fulfills the needs of numerous businesses and their clients worldwide to allow international transfers. However, this leading international payment system also has some challenges, making it a good idea to explore and enable these emerging solutions. These cost-effective payment alternatives fill the gaps that SWIFT has yet to address. Brands may not completely give up on SWIFT for the various benefits associated with this network. It is more likely to co-exist with the alternative channels that work best for your business.

BlogsOctober 31, 2024February 13, 2025

SaaS Product Marketing: A Complete Guide

Creating an impact with your SaaS product could be challenging in the dynamic market. How can you design a winning strategy to beat the competition?

The SaaS product market is a huge landscape; navigating through it blindfolded may drift you away from your purpose. Research indicates that the growth rate every year for SaaS is 18%. And it accelerates business growth, provided a marketing strategy is in place.

SaaS product marketing is all about bringing it to the right target audience and promoting it on relevant sources. For the process to be successful, it has to be consistent throughout. Your product marketing team can create an effective strategy to enhances brand positioning and gives that cutting-edge you have been waiting for. The end goal here is to create new opportunities and close more deals.

The approach goes beyond knowing every single detail of the SaaS product. The difference lies in exhibiting knowledge about your SaaS value and services.

Steps to market a SaaS product

The key to accomplishing an articulate plan for a SaaS product marketing strategy is integrating this step-by-step guide.

Social media

Since 3.6 billion people are actively using social media, make the most of this channel while embarking on your SaaS product marketing journey. Utilizing this medium to educate prospects on topics related to the SaaS product will promote better decision-making. When more people engage with your product, it also contributes to increased brand awareness.

Social media also offers the opportunity to stand out from other B2B brands. What is posted on these marketing channels and how existing clients and potential customers interact with them can go a long way in building trust. Tracking these responses allows us to understand the campaign performance and whether or not you are heading on the right path.

Email marketing

This channel of communication is effective for marketing your SaaS product to your niche prospects. Brands can use different routes to execute an email marketing campaign:

Newsletter: Shares updates about launch and modifications to the community. It’s a great way to engage with prospective customers about new features, upcoming events, and more.

Acquisition emails: An email campaign designed to cover MQL and SQL, allowing potential customers to flow through the marketing funnel.

Retention emails: Launched with the motive to increase the probability. Retention emails familiarize prospects of interest with walkthroughs, feature updates, and customer feedback opportunities.

Video Marketing

Content Marketing that is customer-centric and aligned with the brand voice will give you the desired response. Marketing your SaaS software by engaging videos can increase views and target audience engagement. Studies indicate that the conversion rate of retaining information is about 95%when viewing a video. It allows you to highlight the different features through attractive visuals that help in customer retention and lead generation. The videos illustrate how customer loyalty will benefit from the SaaS program and how to use it.

SEO for SaaS

Syncing SaaS product marketing team with SEO optimization may seem like a huge step, but it helps amp up the revenue sales cycle. You can opt for this channel to increase the organic traffic to your product page. When consistently practiced, an effective SEO strategy improves domain authority and the sales funnel.

Paid ads

Paid ads and banners are also applicable to SaaS products. Before launching an ad campaign, determine the best platform to do so. Select the channel frequented by your target audience and design a compatible ad. This route of product marketing strategy is a great way to retarget potential customers who have interacted with your website in some form.

SaaS product marketing- Pro Tips

Best practices for SaaS product marketing 1

Map your ICP

Without digging into more information about your ideal customer profiles, all product marketing efforts may seem futile. Research details such as the platforms they frequent, the ads they engage with, and the products they buy. Analyzing buying behavior provides clarity on their likely response to your product.

Evaluate the competency

Research the target market in-depth to know where your ideas stand. Assess the performance of your competitors and their marketing plans to get a competitive edge. You can tweak your strategy to better address the pain points. In this way, they will prefer choosing your brand over others.

Design a clear strategy

A marketing campaign is effective if you define your business goals. Whether you are looking to attract new customers or increase the retention rate, it is time to get creative with your strategy. Find ways to deliver more Aha! Moments among the clients. Brainstorm ideas within your team and invent a unique plan of action.

Keep user experience in mind

Customers who have a positive user experience while coming across your product will frequent the channel. Focus on improving user experience through all stages of the buyer’s journey and buyer personas to deliver improved customer engagement, while managing the customer acquisition cost. Strategize a unique experience with your product that creates an imprint and increases interest in buying.

Track the campaign

The efficacy of a SaaS marketing campaign is limited unless you keep tabs on its performance. Utilize relevant metrics to track engagement and deliver the results. Metric analysis gives you the big picture, whether you are on track with your goals or there are miles to go.

Automating SaaS marketing

Automating your marketing efforts involves integrating software and technologies that manage repetitive tasks. It feels like a heavy weight lifted off the shoulders when these daily tasks are automated. From email scheduling to data management, a series of tasks can be simplified with marketing automation.

Wrapping it up.

In the expanding realm of SaaS, a robust marketing strategy is the catalyst for improving customer journey and engagement, right from the onboarding process. Its success hinges on carefully planning the nitty-gritty of the marketing campaign and maintaining a competitive edge. These steps will reduce the churn rate and instead drive demand, adoption, retention, and expansion of your client database in a continuous cycle.