Customer acquisition in B2B SaaS is the process of attracting, converting and onboarding new customers to a SaaS offering.

It involves a series of strategic marketing activities aimed at identifying potential customers, understanding their needs and persuading them to choose a specific SaaS solution.

This process typically includes market research, lead generation, sales outreach, product demonstrations and contract negotiation. In general, the customer sales cycle is longer for B2B SaaS, so there are many touchpoints along the way. Effective customer acquisition strategies require a deep understanding of the target market, a compelling value proposition and a well-executed sales and marketing process.

Related: Customer Acquisition Cost (CAC).