The B2B SaaS landscape is a bustling marketplace, with companies vying for the attention of businesses of all sizes. Cutting through the noise and capturing leads requires a strategic marketing approach. But what makes a B2B SaaS marketing campaign truly best in class? It’s not a one-size-fits-all answer. The best campaigns are those that understand their audience, deliver value, and leave a lasting impression.

7 Best B2B SaaS Marketing Campaigns

The B2B SaaS world is a battlefield of attention spans. Here are 7 campaigns that not only grabbed eyeballs but generated leads and transformed companies:

1. Wistia‘s Docu-Style Content Marketing

  • “One, Ten, One Hundred” – A documentary series following a video production company creating marketing videos for Wistia’s Soapbox product at three budgets: $1,000, $10,000, and $100,000.
  • Wistia released the series in bite-sized episodes, showcasing the power of video marketing regardless of budget. They promoted it on social media, their website, and industry publications.
  • This unique format sparked curiosity and kept viewers hooked, demonstrating the effectiveness of video marketing while showcasing their product in action.
  • Wistia established itself as a thought leader in video marketing, attracting new customers and solidifying its brand identity.
  • Engagement metrics soared, with viewers eagerly awaiting each new episode. The campaign generated significant website traffic and qualified leads.

2. HubSpot‘s Inbound Marketing Movement

  • Championing the concept of “Inbound Marketing” – a methodology focused on attracting, engaging, and delighting customers.
  • HubSpot created a vast library of free resources (blog posts, ebooks, webinars) to educate businesses about inbound marketing. They fostered a strong online community through social media and events.
  • By educating their audience and positioning themselves as experts, HubSpot attracted a broader base of potential customers.
  • HubSpot became synonymous with inbound marketing, establishing itself as a dominant player in the marketing automation space.
  • The campaign generated a massive amount of website traffic, leads, and brand loyalty. HubSpot’s inbound marketing philosophy became widely adopted by businesses across industries.

3. Zoom‘s Viral Growth Through User Delight

  • No flashy campaign here! Zoom focused on creating a user-friendly, seamless video conferencing experience.
  • Zoom prioritized a frictionless user onboarding process and a user-friendly interface. They relied on word-of-mouth marketing fueled by delighted users and positive reviews.
  • Simplicity and a fantastic user experience fueled organic growth. Happy users became brand advocates, spreading the word through positive recommendations.
  • Zoom went from a niche video conferencing platform to a household name during the pandemic, experiencing explosive growth.
  • Download rates skyrocketed, driven by word-of-mouth recommendations and positive user experiences. Social media engagement surged with users sharing their Zoom experiences.

4. Zoho‘s Referral Program on Steroids

  • A referral program with a twist – users could share free Zoho accounts with their network, incentivizing both parties to join the Zoho ecosystem.
  • Zoho offered free accounts as a referral reward, allowing potential customers to test-drive their software before committing.
  • This gamified system encouraged sharing by offering rewards and fostering a network effect. Free accounts converted paying customers, and the existing user base became brand advocates.
  • Zoho’s referral program fueled rapid user acquisition and brand awareness while reducing customer acquisition costs.
  • The program generated a significant number of leads and boosted Zoho’s user base exponentially. Engagement within the program was high, with users actively sharing free accounts.

5. Mailchimp‘s Whimsical and Curious Ads

    • Lighthearted and playful commercials that stood out in the serious B2B world.
    • Mailchimp crafted quirky and humorous ads that resonated with audiences and sparked conversations. They leveraged social media to further build brand personality and connect with their audience.
    • Differentiation through humor helped Mailchimp carve a niche for themselves. The unique ads created a lasting impression and boosted brand recognition.
    • Mailchimp established a strong brand personality that resonated with its target audience, becoming a leader in the email marketing space.
  • The campaign generated significant social media buzz and brand awareness. Engagement metrics, such as video views and shares, climbed dramatically.

6. Typeform‘s Interactive Product Demo

  • An interactive product experience disguised as a “Choose Your Own Adventure” game, showcasing Typeform’s capabilities.
  • This interactive demo allowed users to experience Typeform’s features firsthand in a fun and engaging way. They promoted the demo through social media and content marketing channels.
  • The interactive format provided a unique and memorable way for potential customers to understand Typeform’s functionalities. It went beyond a traditional product demo, fostering user engagement and showcasing the platform’s interactive nature.
  • This campaign solidified Typeform’s position as an innovative and user-friendly platform, attracting new customers and boosting brand perception.
  • The interactive demo generated a high conversion rate, with many users who completed the experience signing up for free trials. Social media engagement soared as users shared their experiences and positive feedback.

7. Drift‘s Conversational Marketing Revolution

  • Championing the concept of “Conversational Marketing” – using chatbots and live chat to engage website visitors and convert leads.
  • Drift created valuable content and resources around conversational marketing, establishing themselves as thought leaders in the space. They also offered free trials and demos of their conversational marketing platform.
  • By educating their audience about a new marketing approach, Drift positioned themselves at the forefront of a growing trend. They addressed a pain point for businesses – inefficient lead generation – with a compelling solution.
  • Drift became a major player in the conversational marketing space, driving the adoption of chatbots and live chat for lead generation.
  • The campaign resulted in a significant increase in website traffic, qualified leads, and brand awareness. Drift’s platform adoption soared as businesses embraced conversational marketing strategies.

Campaign Types for B2B SaaS Success

B2B SaaS marketing campaigns come in various flavors, each with its own strengths. Here are some of the most effective:

  • Content Marketing Campaigns: Imagine attracting potential customers by offering valuable resources like blog posts, ebooks, or webinars. Content marketing educates your audience about industry trends and positions your company as a thought leader.


  • Brand Awareness Campaigns: Not everyone knows who you are yet. Brand awareness campaigns aim to change that. These campaigns increase recognition and establish you as an authority in your space.


  • Demand Generation Campaigns: Need a surge of qualified leads? Demand generation campaigns target specific audiences with tailored messaging to generate interest in your product or service.


  • Account-Based Marketing (ABM) Campaigns: Sometimes, quality trumps quantity. ABM campaigns focus on a defined set of high-value accounts, tailoring outreach and messaging to their unique needs and challenges.


Creating a winning B2B SaaS marketing campaign requires a strategic approach, a deep understanding of your audience, and the creativity to deliver a compelling message. By leveraging the right campaign types, tailoring your approach to specific channels, and focusing on measurable results, you can attract leads, generate sales, and establish yourself as a leader in the competitive B2B SaaS space. 

Frequently Asked Questions

  • B2B SaaS product marketing: what is it?

A SaaS company’s marketing efforts to assist create brand awareness, users, and paying customers for its goods and services are referred to as B2B SaaS (software as a service) marketing.

  • How does sales of B2B SaaS operate?

The marketing and sales teams must actively collaborate for B2B SaaS sales deals to be successful.

  • How should my SaaS company be branded?

SaaS branding is the practice of giving a SaaS business or product a distinctive online persona. It ought to convey the main goals, objectives, and advantages of the SaaS product. The logo, color scheme, typography, website design, and user experience are all components of effective SaaS branding.