What is B2B SaaS? Top 40 Companies to Look Out For in 2022
The popularity of business-to-business software as a service (B2B SaaS) has boomed in the past decade as the digital age has evolved, leading to a whopping 94% of businesses using cloud SaaS for their operations. Ideal for small businesses, purchasing software from B2B SaaS companies is extremely scalable and relatively inexpensive thanks to its subscription-based business model.
If you’re still unsure about the kind of SaaS you want to pick, try to define your goals.
- Are you looking to ramp up customer success and customer relationships? If so, then you might want to look into CRM software to really understand your customer personas and track your efforts.
- Are you looking to build a more connected and collaborative remote team? In that case, your best bet would be in installing cloud-based communication platforms that host a variety of different channels.
- Do you want to better manage your global team regardless of location? If so, you might want to take a look at project management software to help you better organize your staff, resources, and time.
Using software provided by SaaS companies arms you with the tools to really increase efficiency and streamline workflows within your organization. Think of it as a facelift for your business—it essentially boosts your marketing strategies, giving an edge to everyday business communications and operations.
What is SaaS?
Simply put, SaaS stands for software as a service, encompassing any kind of software provided by an SaaS business to users over the internet. Also known as on-demand software, SaaS is made up of a vendor or service provider who hosts the application and software to users online.
Unlike B2B SaaS, SaaS itself is aimed at both everyday users and businesses so the product market is larger. Microsoft and Adobe are good examples of SaaS products that are aimed at individuals and organizations alike. Some well-known examples of SaaS products include:
- Software development applications
- Human resources (HR) software, especially useful if you’re onboarding new hires remotely.
- Project management software
- Marketing automation software
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What is B2B SaaS?
Whether you’re an SaaS start-up or enterprise, or simply looking to invest in SaaS solutions for your business, it’s key you know the difference between regular SaaS and B2B SaaS. Unlike regular SaaS, B2B SaaS is aimed at other businesses and usually assists them with their day-to-day operations.
Some popular examples of B2B SaaS products include:
- RingCentral
- Shopify
- Mail Chimp
- Atlassian
- Slack
- HubSpot
- Salesforce
B2B SaaS is also used by businesses to:
- Assist with digital marketing and email marketing campaigns, eventually leading to an increase in lead generation. Nearly every company is reliant on some form of SaaS (such as Gmail and Microsoft Office) to help them craft emails and content.
- Improve the level of customer support and improve efficiency within the sales team—SaaS that encompasses cloud communications and different communication channels enables customers to have more options when it comes to contacting a business.
- Increase customer acquisition within the business—if the company is equipped with SaaS that streamlines workflows and improves efficiency and productivity, this will naturally have a knock-on effect on the customer experience, creating happier customers which could potentially lead to referrals and positive word-of-mouth about the organization.
3 principles for effective B2B SaaS growth marketing
You might already be doing SaaS marketing of your software to try to beat the competition but it’s key you remember that growth within the SaaS market has risen, and this makes standing out even more difficult. Below, we’ve outlined three top principles for effective B2B SaaS growth marketing to help you scale your company:
1. The importance of tech stack
A tech stack is simply a collection of technologies or a data system that works together for a specific purpose, LAMP (an acronym of Linux, Apache, MySQL, PHP/Perl/Python) being the most common. As a B2B SaaS company, it’s essential you understand the importance of having a tech stack and how it can help accelerate growth within your company. The functionality of an effective tech stack lies in how it can help you gain valuable insights from data about your consumer base—if you bring together data from many systems, applications, and channels you’ll get much better insight into customer personas and behaviours.
This doesn’t just happen because of the data collection though—it’s integral that all those systems and applications you collate data from are able to ‘communicate’ to one another effectively. To paint an insightful picture of your customers via data, all the systems need to be joined together so you’re able to get an overview of your efforts and progress and make better informed decisions.
For every SaaS product you launch, set up a tech stack that encompasses solutions to overcoming possible obstacles and costs as well as roadmaps that help define targets and milestones.
2. Acquisition and retention
As a B2B SaaS company, you’re probably selling your software on a subscription basis—this makes customer retention incredibly important to maintaining your growth. You might think that customer acquisition is essential (and it is) but make sure you also devote time to activities and strategies that strive to achieve customer retention. This means nurturing your current customers and keeping them happy; the happier your current customers are, the less churn you’ll have and the more revenue you’ll rake in.
Since you’re selling your SaaS product on a subscription basis, it makes sense to devote time to nurture customer relationships and make them feel valued and special—this way, you can rest assured you’re doing all you can to keep customers onboard and get value out of your services.
Reduce your SaaS customer churn with simple strategies such as placing emphasis on effective customer account management, listening to their feedback and being proactive on your social media platforms by responding to your consumer base. Stand out from your other B2B SaaS competitors by not only providing a highly desired product, but also a customer experience that nurtures and builds relationships with your consumers.
3. Every SaaS is different
When crafting strategies and inbound marketing to maximize your growth, it’s essential you remember that all SaaS companies are different. No two companies are the same and so it’s only natural that their processes and systems will differ depending on what they offer and who they’re targeting. A key example of this is the AVC (annual contract value) of each SaaS product—think about what you’re selling to consumers. Is it high AVC (enterprise applications with high price points) or low AVC (typically self-serve applications with lower price points)?
Understanding which AVC category you fall into is important as it will determine what kind of add-ons and extra features you provide to consumers with their SaaS purchase. If you have a relatively high AVC and enterprise-level software (think RingCentral as an example) then you’ll want to arm your product offerings with demo, customer service support and installation guides as it’s likely your product will need a little more information on the set-up process. If you possess a relatively low AVC with a self-serve basis, however, it’s unlikely you’ll need to splash out extra costs on these features since your application is easy enough for users to install and implement themselves.
Following these principles is only one part of the process—you’ll also need to analyze how your target audience responds to changes in your marketing strategies and whether they prefer certain methods over others. If you’d like to accelerate your growth even more, take a look at our best practice resources available for free—at Accelerate, we combine our SEO expertise with in-depth knowledge of growth marketing tactics to help power up your business.
4 Benefits of SaaS products
If you’re looking to invest in SaaS products for your business, there’s never been a better time. The popularity of remote and hybrid work has changed the way the workplace is seen and it’s made many realize the benefits of working away from the office. Aside from the obvious benefit of paying less office rent, you’ll also be able to recruit a global team with a wide range of different talents. With these upsides, however, comes a greater need to streamline communications and ensure everyone on the team is interacting and collaborating productively. Investing in SaaS can really help your business streamline workflows and provide platforms for communication and collaboration, regardless of location.
Below, we’ve outlined some of the top benefits of SaaS products for your business, including:
1. Accessibility
The great thing about SaaS is its accessibility—all you’ll need to get going is a stable internet connection and a device to work from. Unlike old legacy software, you’ll never need to lug around heavy equipment or install everything manually—most of the time, SaaS products can simply be downloaded. Even if your SaaS product requires a little installation from your part, there are always handy guides and customer service reps on hand to lead you through the process.
2. Automatic update functions
Since everything is hosted on the cloud with SaaS, you’ll never have to worry about manually performing updates. This means you can forgo any old IT systems or hardware to support updates and leave everything in the hands of your SaaS provider—they’ll be the ones providing you with automatic updates, so the process is hassle-free. Not only does this make for a smoother user experience, but you’ll also cut down on human resource costs since you’ll never be spending time manually updating functions.
3. Cost-effective
Once you’ve subscribed to a SaaS product, you’ll never have to worry about purchasing additional hardware, equipment, or maintenance updates. Since SaaS is internet-based, you’ll have access to the software via your web browser, saving you from forking out on additional features and the need for possible repairs.
4. Flexibility in payments
Unlike old legacy equipment, most SaaS products are priced on a subscription basis meaning you’re given access to enterprise-level equipment at affordable prices. Instead of paying a hefty sum upfront, payment is usually split into a month-by-month basis.
Top 40 B2B SaaS companies in 2021
Whether you’re looking to invest in B2B SaaS products for your business or want to scope the software company competition, we’ve compiled a handy list of the top 40 B2B SaaS companies of 2021.
1. RingCentral
One of the leading providers of SaaS cloud communications, RingCentral provides businesses with an all-in-one communications platform that combines faxing, messaging, video conferencing, and online meetings to help organizations streamline workflows and inspire interaction and collaboration amongst team members.
2. Brightpearl
Providing businesses with omnichannel retail software, Brightpearl helps organizations streamline operations connected to inventory management, accounting, and warehouse management.
3. Automation Anywhere
Acting as a web-based management software, Automation Anywhere provides businesses big and small with systems to help automate manual processes. Admins can oversee and manage the automating system via a control room and the software can be used to assist with the automation of end-to-end business operations.
4. Global App Testing
Designed specifically for other SaaS companies, Global App Testing provides users with a blend of automation software and crowd testing systems to assist them with the release of their own software.
5. Affise
Targeted at marketing agencies, advertisers, and networks, Affise is a performance marketing platform that provides businesses with the software and tools needed to track and analyze their marketing campaigns in real-time, giving them an overview of their metrics and conversions.
6. Toggl
Free for up to five team members, Toggl is ideal for businesses looking to track their team’s efforts and time spent on projects. Cut the hassle out of paper timesheets and use Toggl to help track your day-to-day activities, providing you with in-depth insights.
7. Process Bliss
Acting as a team management software, Process Bliss is designed to help businesses streamline workflows, centralize operations, and track your team’s progress and the time spent on projects using checklists, dashboards for task progress, and workflow templates.
8. BigCommerce
Designed with startups and new business owners in mind, BigCommerce is an e-commerce software platform that provides users with the tools and systems to help grow their online business.
9. PandaDoc
Acting as a cloud-based management software, PandaDoc is aimed at sales and marketing teams to increase efficiency and speed up the process of creating proposals, tenders, and documents.
10. Mailshake
A sales management platform, Mailshake is designed with marketing agencies and teams in mind. Users can benefit from using the platform to assist in email marketing campaigns, social media updates, and reaching out to potential customers.
11. Visme
An all-in-one visual content platform, Visme is ideal for businesses looking to design great presentations and infographics but can also be used to help teams collaborate and embark on new projects together.
12. SeatGeek
A little different to previously mentioned SaaS products, SeatGeek essentially acts as a marketplace that brings together ticket sellers and ticket buyers—businesses who are looking to sell tickets to events can use
the platform to reach out to potential customers.
13. BoxxStep
Acting as a buyer engagement and enablement platform, BoxxStep provides businesses with the tools and software to assist with relationship and account mapping as well as mutual action plans.
14. Cincopa
A video and hosting platform, Cincopa is suited for businesses looking to use videos to engage audiences and providers users with tools to create custom CTAs, annotations, and chapters to videos.
15. Survey Anyplace
Designed to help businesses receive actionable feedback from consumers, Survey Anyplace provides users with survey software such as quizzes that can be returned to the user via their email or through a PDF link.
16. AnaPlan
Acting as a cloud-based environment for communications and workflows, Anaplan helps businesses accelerate their planning and strategy, leading to more efficient performance management.
17. CareerPlug
Designed to help businesses hire the best possible candidate for the job, CareerPlug acts as an applicant tracking system that uses recruitment software to not only find candidates but also help schedule in and confirm interviews and meetings.
18. Espressite
Aimed at startups and new businesses, Espressite helps users create a custom and personalized website in record time using intelligent AI and a personality-based website generator to bring your brand to life.
19. Time Doctor
Ideal for remote or hybrid teams, Time Doctor tracks your team’s app usage during the working day and how many hours a device has sat idle.
20. Docusign
Acting as a digital transaction platform, Docusign helps businesses transform to a digital environment and enable them to send and receive documents via the cloud.
21. ServiceNow
Designed to assist businesses with their IT operations and problems, ServiceNow providers users with tech support management and IT service management, including help-desk functionality features.
22. Expense Cube
Providing businesses with financial and expense management solutions, Expense Cube helps users track client and task expenses.
23. Avada
Acting as a website builder on platforms like WordPress and WooCommerce, Avada is a popular website theme and software that can be used by businesses to create virtually any kind of website or online portfolio.
24. Datadog
Designed with dev-ops and IT teams in mind, Datadog is used by businesses to help them monitor and track their analytics, performance metrics, and event monitoring.
25. MathWorks
Supporting businesses in data analysis and stimulation with products such as MATLAB and Simulink, MathWorks is a mathematical computing software that can help users stimulate problems and solutions in an easy-to-use environment.
26. Dynatrace
Ideal for businesses looking to up the ante in their IT department, Dynatrace is an artificial intelligence software platform that businesses use to track and monitor application performance and development.
27. Dataform
Designed with data analysts in mind, Dataform providers users with the software and tools to build data pipelines and turn raw data into tables that can be used for analytics.
28. Lucky Orange
Acting as an all-in-one conversion optimization suite, Lucky Orange is used by businesses to better understand customer personas and their reasons for leaving a site without buying. Tools provided include dynamic heatmaps, dashboards, and form analytics.
29. Pipedrive
A web-based sales CRM and pipeline management software, Pipedrive helps businesses plan ahead for sales activities and the monitoring of new deals.
30. Mailchimp
A renowned marketing platform, Mailchimp helps businesses manage and track customer relationships and clients. Tools provided include marketing automation, email templates, and an AI creative assistant.
31. Slack
A messaging platform that aims to bring teams together, Slack helps streamline communications, all from a single app, helping employees interact and collaborate more effectively.
32. EngageBay
Acting as an all-in-one growth software for businesses, EngageBay combines CRM software, marketing automation, and helpdesk software to help businesses accelerate their growth and marketing strategies.
33. ThinkFree
Ideal for hybrid or remote teams using multiple devices, ThinkFree is a mobile solution that helps businesses stay connected by enabling team members to view office documents such as Word and Excel, all from within the
application.
34. Pinnacle
Acting as a form of editing software, Pinnacle is suited to businesses looking to upgrade their video marketing campaigns, providing users with advanced video-editing tools such as stop-motion video and multi-tracking.
35. Volusion
A cloud-based e-commerce platform, Volusion helps businesses track and manage their online store via their mobile app.
36. Canva
A design graphic platform, Canva is ideal for businesses wanting to create powerful and beautiful content, and comes equipped with photo-editing software and templates.
37. Blender
An open-source 3D computer graphics software toolkit, Blender helps users create animations, visual effects, and 3D printed models.
38. CoSchedule
Designed with content marketing in mind, CoSchedule helps businesses plan, organize, and execute their strategies with ease. Users can easily collaborate and schedule meetings with one another using the calendar interface in the app.
39. Featurespace
Providing businesses with online risk management solutions, Featurespace is designed to combat fraud and financial crime within organizations.
40. Greatly Social
Formerly known Lately, Greatly is a social media scheduling tool, helping businesses transform blogs, videos, and podcasts into social posts.
Conclusion
There’s never been a better time to invest in SaaS or to release your own B2B software. SaaS is in high demand and the industry looks set to grow, with the SaaS market expected to reach $623 billion by 2023. If you are looking to run B2B software, competition is fierce with such high demand, so be prepared to go the extra mile to accelerate your SaaS business growth.
If you are enjoying this post why not book a consultation with accelerate agency to see how we can help skyrocket your SaaS business
