Content Marketing for B2B SaaS & Technology Partnerships

In this discussion, Rish (Rishabh) Bhandari, Founder and CEO of Content Beta, joins Liz Garcia, Community Manager of the SaaS Ecosystem Alliance, to explore gaps in B2B SaaS marketing today. The conversation covers how SaaS companies can create content and video marketing that educates potential customers while driving conversions, sales, and product adoption. Rish also shares strategies for marketing technology partnerships and integrations effectively.

Why Content and Video Marketing Matter for SaaS

Content Beta works with close to 80 SaaS companies on product marketing and customer education, helping them communicate their product value through videos, podcasts, and designs. Rish notes that while competitors can copy product features or even user interfaces, they cannot replicate how a company acquires users, onboards them, and drives product adoption. Content plays a key role in this differentiation.

In an era of limited attention spans, short-form and visual content is gaining traction over long-form blogs and videos. Non-textual, visual content generates more engagement, builds trust, and supports decision-making better than text alone. SaaS purchasing decisions today are no longer driven solely by features—buyers focus on overall experience and self-serve support content.

"What you can't copy is the way they acquire users, the way they onboard users and the way they get them adopt the product. Content plays one of the key roles in this area."

Getting Started with Video Marketing

For startups with limited budgets, Rish recommends starting with tools like Loom. Founders can identify their best-performing blog content and create complementary videos with tactical advice, then publish on YouTube. Videos tend to rank higher than blogs and drive more traffic.

For instructional "how-to" content, writing a script beforehand helps sequence ideas clearly and ensures the video meets its goals. Production quality matters—investing in a good microphone, quiet recording environment, and tools like Krisp AI to reduce background noise can make the difference between content that gets watched and content that gets ignored.

Addressing the Middle-of-Funnel Content Gap

Rish identifies a significant gap in B2B SaaS content marketing: most companies focus heavily on top-of-funnel content with stellar animated videos and high production quality. However, top-of-funnel content only generates interest—it does not support research or decision-making.

"There's a big gap in content marketing that I see in the middle and at the bottom of the funnel, and even after customer conversion."

To engage prospects in the middle and bottom of the funnel, SaaS companies should showcase different use cases, highlight specific features, and incorporate social proof from existing customers. This includes testimonials from customers who switched from competitors or those who used entirely different methods before adopting the product. After conversion, the focus should shift to educational "how-to" content that teaches users rather than simply telling them about features.

Leveraging Social Proof and Testimonials

The most effective middle-funnel content involves social proof. As Rish explains, a company can say something in 10,000 words, but a customer saying the same thing in a few words carries far more weight.

"The advantage is that, as a company, I could say something in 10,000 words, but if a customer says the same thing in a few words, that's far more valuable than a company saying it."

Testimonial videos, customer stories, and partner videos capture authentic voices that build trust. Rish recommends focusing on storytelling elements: customers who switched from competitors, demonstrated specific use cases, or overcame initial objections. These can be repurposed across channels—sliced into short clips for social media, converted into video ads, turned into graphics, or combined into mashups that complement product demos.

A notable example mentioned is Dooly.ai, which places customer testimonials with real faces directly on their website landing page banner, making social proof the first thing potential customers see.

Multi-Channel Content Distribution

Rish advises SaaS companies to maintain presence across multiple channels because audiences consume content differently—some prefer audio, others prefer reading, and some prefer watching. A single piece of content can be repurposed: a podcast recording can become a YouTube video, the audio can be extracted for Spotify or Apple Podcasts, short clips can be posted on social media, and the transcript can be converted into a blog indexed by search engines.

Rather than creating separate content for each channel, the same core content can be adapted to suit each platform's format and audience expectations.

Marketing Technology Partnerships and Integrations

Content strategies differ based on whether a company is an ecosystem platform (like Shopify, Salesforce, or HubSpot with thousands of integrations) or a smaller SaaS product that integrates with these platforms.

For smaller SaaS products, customers typically discover them through ecosystem app stores. The content focus should be on demonstrating ease of integration and the benefits of connecting with an existing tech stack. Technical "how-to" content showing how to accomplish tasks with the integrated app works well in this space.

For ecosystem platforms, content marketing centers on showcasing different use cases to sell additional capabilities to existing customers. The goal shifts from acquiring new audiences to deepening engagement with current users.

App marketplaces—both public and private—serve as effective channels for marketing integrations and reaching tech partners or new customers. Research shows that 86% of the 100 largest SaaS companies have public-facing marketplaces, indicating that companies recognize the importance of integrations to both potential and current customers. Use case content and demonstrations showing how products work together are essential for enablement and proving interoperability.

Key Takeaways

Content serves as a competitive differentiator that cannot be easily copied. Short-form, visual content resonates better with modern audiences facing attention scarcity. The most significant opportunity for SaaS marketers lies in creating middle-funnel content that supports buyer decision-making through use cases and social proof. Testimonial content featuring real customer voices builds trust more effectively than company messaging. Repurposing content across multiple channels maximizes reach without requiring entirely new content creation for each platform. And for technology partnerships, content strategy should align with whether you are an ecosystem platform or an app seeking integration discovery.

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This podcast is hosted by Pandium, the only embedded integration platform that facilitates faster code-first development of integrations, allowing B2B SaaS companies to launch integrations at scale without sacrificing customization and control.

Learn more about Pandium here: https://www.pandium.com/

To access more resources and content on technology partnerships, integrations, and APIs, check out our blog and resources page below.

Blog: https://www.pandium.com/blog

Resources on Technology Partnerships, Integrations, and APIs: https://www.pandium.com/ebooks