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Marketing SaaS software to potential enterprise customers takes a lot of hard work and perseverance. Selling SaaS to the enterprise bears no relation to marketing your SaaS application to smaller businesses that in all likelihood will not open up the hood and have their lawyers review and scrutinize every paragraph.

Unless you have a strong enterprise sales background there is really no type of experience that can apply to selling SaaS to enterprise customers. One of the reasons is that the SaaS sales cycle varies from that of traditional software. Typical software that is installed locally on a company’s network that is not cloud based usually needs no maintenance and as long as the customer pays the licensing fees the agreement could last for quite some time. Contrast that with SaaS software which all about the Services and the contracts could be monthly, for one year or two years. Enterprise customers demand a ton of services from their SaaS providers for things such as Service Level Agreements, support, integration, maintenance and additional software development. And, most enterprise customers will insist on an opt out of the agreement if they are not satisfied with the vendor’s services. So clearly, selling traditional software bears no relation to selling SaaS products.

A typical SaaS vendor goes through beta testing, gets some smaller customers to create revenue and then decides to go after enterprise customers. How they go about trying to market and sell SaaS products to the enterprise will likely determine their success or not. The natural thing to do because this is what most people in business do is to reach out to all of your connections in business and try to get everyone you know to use your company’s SaaS product. Even if you have no idea if the contact has any decision making authority in their company or if that person has a need for your SaaS product you will still try to sell to them. This is such a colossal waste of time.

The chances of one of your contacts or business connections actually interested in your SaaS product is probably slim to none. The exception of course is if they have a real need for your product then of course go and meet with them. The real work that needs to be done is of course identifying companies that have a need for your product. What’s even harder is trying to find the individuals at these companies who make the decision whether to use your product or not. 

Sometimes this is like finding a needle in a haystack. When SaaS Lawyer Andrew S Bosin LLC was trying to market his SaaS company’s software to enterprise customers it took a few tries the first time in some companies to find that right person who not only was interested in his company’s SaaS product but could also say yes or no. You need to ask very direct questions when trying to ascertain if that person sees a need at the company for your product and whether they are a decision maker or not. 

Some people also do searches on social media sites for certain job titles and send hundreds of emails to these people in the hopes that 10% or so will respond back. This is a slow crawl and could take months just to get 20 or 30 names of potential interested companies and decision makers. 

This also won’t get you where you need to be. What your company needs to seriously think about is subscribing to automated sales and marketing software which enables you to input hundreds if not thousands of names and this gives your company the ability to create a massive email campaign. We have all been sent these types of emails where the first one is very generalized and the second one is more specific perhaps telling us that a previous email had been sent out. This type of automated software enables your company to create templated emails that get sent out to individuals at certain points in time perhaps two weeks apart. The software should also track for those individuals who have opened up your emails and responded back to you.