6 Proven Networking Strategies for SaaS Marketers to Build Connections
Building strong personal connections can make all the difference in Software as a Service (SaaS) marketing. Effective networking expands your professional circle and opens doors to opportunities you might not have encountered otherwise. With networking, you can meet new prospects or build relationships that will elevate your marketing efforts. In this article, we will discuss six proven sales networking strategies that SaaS marketing and sales professionals can take advantage of. Ready? Let’s dive in.
1. Identify Potential Referrals
According to a Nielsen study, 88% of consumers trust recommendations from people they know. That’s why referrals are powerful. Start by identifying individuals or businesses that could potentially become valuable referrals. Your potential advocates are not random. They should show some noticeable signs of interest in your brand or product. These signs could be subtle as engaging with your company’s social media content or discussing topics that align with your brand’s interests.
That said, where can you find prime candidates for referral networking? Social media platforms like LinkedIn and Twitter (X) can help you find potential referrals based on their interests and online activities. You can use advanced filters to search for specific conversations, job titles, or locations within your target audience. Here’s an example:
Social listening tools like Mention or Sprout Social can also help you find potential referrals based on online conversations. An obvious starting point when searching for potential referrals would be your existing network. You already have a level of rapport or connection with these individuals. They could be former colleagues, acquaintances from industry events, or even friends. Look for those more likely to vouch for your product’s effectiveness.
Existing customers are also potent referral sources. When someone has had a positive experience with your brand, they’re more likely to become natural advocates. Look out for customers who actively engage in your user forums or openly show genuine enthusiasm for your products or services. There could also be influencers or thought leaders whose area of interest aligns with what your SaaS product or service can fulfill. Enlist them, too.
2. Plan Networking Objectives
Set clear objectives before diving into networking strategies, events, and conversations. When you have clear goals, you can better plan your networking efforts, allowing you to allocate your time and resources efficiently. Clear networking objectives also will enable you to set a measurable benchmark— you’re not making moves without a clear direction. This way, it’s easy to track progress and identify improvement areas. Some vital networking objectives you can aim for as a SaaS marketer include:
- Securing strategic partnerships involves identifying potential partners whose products or services complement your company’s offerings. Such partnerships can lead to cross-promotion or joint ventures, which may bring significant returns.
- To build brand awareness: This aims to raise awareness about your SaaS product or company among potential customers or influencers in the industry.
- To generate leads: Here, you can aim to identify and nurture potential leads for your products. So, it may involve building a relationship with these prospects through networking.
Other significant objectives include gathering or enhancing your brand’s online credibility. Ensure that your networking objectives align with the goals highlighted in your overall SaaS marketing strategy. When planning your dreams, you also want to indicate how you intend to achieve them. For instance, to build brand awareness, you may have to participate in niche-specific online communities where you will likely meet prospects.
Your objectives should also be clear and direct. Make them measurable by using quantifiable metrics or milestones. For example, target metrics like:
- Number of new connections
- Number of referrals received
- Events attended
- New collaborations formed, or
- Convention rates
You can plan your objectives even better by assigning specific numbers to these metrics and aiming to reach them within a particular period. However, focus on building meaningful relationships when networking with people instead of simply accumulating numbers. Quality connections are more likely to produce value opportunities and long-term relationships.
3. Keep Your Messaging Brief and Apt
Another one on this profound list of sales networking strategies is to keep your messaging brief and relevant. Whether you’re reaching out through a social media post, direct message, or cold email, your ability to convey your message concisely can significantly improve your networking success as a SaaS marketer. Avoid the lengthy introduction and get straight to the point. This is particularly important if you’re reaching out for the first time. See how direct this email example from WordStream is. That’s what you should aim for:
You can use writing tools like Quillbot or Grammarly to fine-tune your message so they can be more concise without losing the intended impact. Remember to tailor your news based on who you’re reaching out to. If it’s a fellow marketing professional, you may want to reference a particular piece of their work that has impacted you. This could be some content they shared online. If it’s a potential customer, referencing any relevant information or connection you have in common could be an excellent conversation starter. This is more likely to help them warm up to you.
If you want advice, collaboration, or an introduction, express it explicitly. Doing this can be helpful for an open networking outreach like what SaaS content marketer Anna Sonnenberg does in this LinkedIn post:
You can even mention or tag specific people you’re interested in networking with so they can receive a notification— you should do this in moderation. Avoid jargon and complex terminology that might confuse your audience. Instead, opt for straightforward language that is easy to relate to. Your networking message should also cover the value you bring to the table. For Anna, it was a link to a high-domain website. Another cool trick is to make your value proposition prominent. And remember to close with a call to action.
4. Attend Industry Events
Industry events attract a diverse array of marketing and sales professionals and enthusiasts who share your passion for SaaS products. It’s an opportunity to engage in meaningful conversations with individuals who understand your field’s unique challenges and opportunities. Attending industry events can also expose you to potential customers with whom you can initiate a professional relationship. Since it’s a networking event, possible connections, and viable leads may also be open to meeting new people, making them easier to talk to.
Take advantage of workshops, panel discussions, and online and offline networking sessions. Use them to initiate real connections that can positively impact your marketing efforts. Some networking events may also allow you to give an elevator pitch, so be prepared to spark interest in what your company does. Strong conversation skills will also help you take better advantage of physical or virtual networking events. Here are some things to note in this regard:
- Be warm and attentive.
- Pay attention to your body language and gestures— you want to exude confidence.
- Avoid rambling and going off-topic.
Also, give the other person an opportunity to talk instead of dominating the conversation.
When attending networking events, be ready to share business cards. You can create an Apple wallet business card for seamless contact sharing with fellow attendees. With a simple tap of your phone, you can instantly share your business card with contact information and social media handles directly to the Apple Wallet. This simplifies the connecting process and ensures that your information is conveniently stored for future reference. No more fumbling for physical business cards or worrying about lost contacts. It’s a game-changer for networking in the digital age, making meaningful connections more accessible and efficient.
5. Make Social Media Profile Visible
A visible social media profile is an essential component of any networking strategy. It allows you to reach a wider audience and increase your online exposure. When your profiles across social networks are easy to find, you have a greater chance of connecting with potential customers and professionals who can announce your brand. Such visibility also helps you build credibility with your potential business leads. For instance, Susan Truskey, a B2B SaaS marketer at Builder.io, is not only active on LinkedIn but also uses her platform to draw attention to the brand:
Apart from promoting your organization, ensure your profiles on platforms like LinkedIn, Twitter, and relevant forums are up-to-date and reflect your expertise in the SaaS industry. Share valuable insights, engage with your network, and use these platforms to initiate vital conversations. Optimize your social media profile by adding a clear description in your bio. Indicate your areas of specialization and topics you’ll be sharing content about so interested social users can connect with you.
6. Regular Follow-ups for Meaningful Connections
Building authentic relationships doesn’t end with the initial introduction. To transform casual acquaintances into valuable connections and qualified leads, maintain regular follow-ups. These follow-ups demonstrate your continued interest in building a solid relationship. It helps to keep you on the prospect’s radar and maintain an ongoing dialogue that could eventually lead to a sale or referral.
Here’s what to note with follow-ups— they should be done within a reasonable timeframe after your initial conversation. Tailor your follow-up emails or messages to each connection. It’s good to refer to specific details from your previous conversation, like the example below:
You can also share helpful industry updates and offer assistance when needed. These are ways to show that you value the connection with your prospect beyond a transactional level. You’re not just concerned about selling but genuinely want to offer value. Additionally, avoid being promotional with your follow-up message. Just a warm and friendly chat will suffice. So, a genuine interest in your connection and what they’re working on. This way, you’re already portraying yourself as someone reliable and available. Eventually, when they have a need that your product can meet, they can reach out to you about it.
Sales Networking Strategies – Conclusion
As a SaaS marketer, networking is a powerful tool that can catapult your career and solidify your lead generation efforts. Through networking, you’re not only able to meet like-minded professionals but also potential customers. Here’s a quick rundown of some essential sales networking strategies. First, potential referrals by looking into your existing network and online platforms like LinkedIn. Set clear networking objectives that align with your overall marketing goals. Use concise messaging to attract and engage new connections. Attend industry events, optimize social media profiles, and nurture relationships through regular follow-ups.
By putting these tips to work, you’ll be well on your way to building a robust network that opens doors to countless opportunities. So, start implementing these strategies as you aim to build an effective SaaS marketing network. Good luck!
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