An experienced digital marketing agency can help you optimize every aspect of your healthcareB2B marketing strategies. However, they must know how much you plan to spend to prioritize your marketing activities and optimize your ROI.
Download our ultimate guide on developing and implementing your SaaS healthcare marketing strategy.
When planning your SaaS marketing budget, ask your agency these questions to ensure you allocate enough resources to the right activities.
For your SaaS marketing budget to be sustainable, it must be proportional to your company's size, operating expenses, and revenue. Instead of giving you a one-size-fits-all answer, your agency should start by understanding your financial situation.
According to Statista, purveyors of tech software and platforms typically allocate 11.8% of total revenue toward their SaaS marketing budget. Besides this rule-of-thumb number, your agency should help fine-tune your budget based on your growth stage and trajectory.
They can consider customer lifetime value (CLV) and customer acquisition cost (CAC) to hit the sweet spot, ensuring that you spend enough to grow the business without eating into profits.
To get the most from your SaaS marketing budget, you must focus on B2B marketing strategies and channels that help you reach decision-makers and key buying group members in healthcare organizations.
Digital channels are often the best way to get the most out of your SaaS marketing budget. These include email marketing, content marketing, direct mail, display and pay-per-click (PPC) ads, search engine marketing (SEM), social media marketing, and webinars. They're also trackable, provide data-backed insights, and yield quick returns.
Additionally, these touchpoints should work together synergistically to create a cohesive brand experience. You must establish a budget that will allow you to deliver a seamless customer experience across various channels to facilitate the purchasing journey.
Don’t focus your SaaS marketing budget solely on customer acquisition. Your B2B marketing strategies must address customer retention to drive profitability. Your marketing agency should help you allocate resources to every customer lifecycle stage to ensure that the money you spend on lead generation and customer acquisition will pay off.
Online advertising should be an essential component of your B2B marketing strategy. Setting aside a separate budget allows you to track the ROI of your ads, accurately attribute traffic and conversions to each ad, see if a campaign achieves the intended outcomes, and use the insights to refine your tactics.
Moreover, a dedicated online advertising budget gives your agency well-defined parameters in which to explore different content formats, experiment with various platforms, and identify the most effective channels for reaching your target audience.
A separate budget also allows you to tie ad spending to specific goals to measure the success of your online ad campaigns. These may include building brand awareness, growing your audience, improving community engagement, driving website traffic, and increasing conversion rates.
After determining your overall SaaS marketing budget, your agency should help you define a content marketing budget. Most companies allocate 25% to 30% of their marketing budget to support content creation and promotion.
The good news is that you probably don’t have to create all your content from scratch. To determine an appropriate content marketing budget, your marketing agency should take inventory of your existing assets to identify and revamp high-performing pieces, repurpose them into other content formats (e.g., e-books and infographics), and promote them through various channels.
Your agency should also conduct competitive analysis and keyword research to identify content gaps. The insights will help you focus your SaaS marketing budget on creating new content to achieve top search engine rankings and improve visibility and credibility.
By taking stock of what you should update, improve, and create, your agency can gain a granular view of how to use your content marketing budget most effectively to support your digital marketing campaigns.
The specialized nature of healthcare digital marketing means you must find the right agency that understands what works for your audience and the industry to optimize your SaaS marketing budget with the latest B2B marketing strategies and technologies.
Your agency should have well-defined processes to ensure the timely delivery of high-quality content. It should offer analytics and reporting to verify that your budget yields the optimal ROI. It should also help you create an integrated marketing plan to cover all relevant digital channels.
At Spot On, we help SaaS healthcare companies of all sizes optimize their B2B SaaS marketing budget. Schedule a chat to see how we can help you grow your business.
Spot On co-founder and partner Susie Kelley is dedicated to leveraging technology to advance innovative solutions in highly regulated industries. Driven by the opportunity to elevate brands, she co-founded Spot On in 2012 after having spent 15 years honing her marketing skills in an agency. Susie leads business development with a personal touch, focusing on building lasting relationships with clients to meet — and exceed — their goals for business growth.
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