Why SaaS Marketing Leads the Convergence of B2B and B2C

What can B2B vendors, especially software-as-a-service (SaaS) vendors, learn from the way people buy bed sheets online? People in the market for bed sheets can go online and get thousands of search results for bed sheets from the major names in e-commerce. Large online retailers get strong search results in part because they replicate their product pages thousands of times, if not more, so they look familiar to search engines. Conversely, there are thousands of SaaS vendors in the market, but they each create their own product pages and sell their applications differently. This can work against their search engine optimization (SEO) because the crawlers haven’t seen these pages thousands of times. In this episode of B2B Nation, we talk to Geoff Atkinson, the founder and CEO of Huckabuy, which develops software to help vendors make their sites easier for search engines to read. Geoff got his start in B2C marketing at Overstock.com. And what he’s seen four years into his B2B experience is that many of the tactics and strategies from B2C are helping him grow his B2B SaaS company. Think about it: when software buyers start their buying process with a search engine query, complete most -- if not all -- of the buying journey online, and do their best to avoid phone calls, they’re acting quite a bit like a B2C shopper who is buying bed sheets. In this episode we discuss: The convergence of B2B and B2C marketing Why too many B2B SaaS firms start their SEO initiatives too late SEO funnels Google’s Page Experience Update and more.