Hi there,
Thanks for reaching out. I'm happy to give you some initial thoughts and guidance on your B2B SaaS API gateway launch campaign. It sounds like you're on the right track thinking about where developers hang out online, but let's explore your options a bit more strategically. You're right to be cautious about budget, and a well-thought-out plan will save you a lot of wasted spend.
We'll need to look at LinkedIn...
LinkedIn is the obvious choice, innit? It lets you target by job title, industry, and company size. Given you're after developers, you can narrow it down to roles like "Lead Developer," "API Architect," "Integration Engineer," and even "Software Engineer" with a focus on API development. You can also target specific groups related to API development and integration – there are loads of them. That said, LinkedIn is pretty expensive, and B2B SaaS often sees higher costs per lead than other niches. You'll want to be really sharp with your ad copy and targeting to make it pay off. I recall one campaign where we targeted B2B decision makers for a software company and achieved a $22 cost per lead. If you can make sure your ad is really high quality and attracts them, this might be a good opportunity to start.
The key with LinkedIn is relevancy. Generic ads won't cut it. You need to speak directly to the challenges developers face with API gateways. Think about pain points like security, scalability, and ease of integration. Your ad copy should address these concerns head-on and show how your API gateway solves them better than the competition. You need to know your Unique Selling Point - what makes you stand out from the rest, and communicate that effectively.
I'd say you should look at Twitter (X)...
Twitter, or X as it's now called, is another option, but it requires a different approach. Developers are definitely on Twitter, but they're not necessarily in "work mode" all the time. Direct advertising might not be as effective. Instead, focus on building a community and sharing valuable content. Think about creating helpful guides, tutorials, and thought leadership pieces related to API development. Something like "5 Common API Integration Mistakes and How to Avoid Them" or "How to Secure Your API Endpoints in a Microservices Architecture" would work well. Share these articles on Twitter and promote them using relevant hashtags like #API, #APIs, #Developer, #SoftwareEngineer, #SaaS, and #APIgateway. You can also engage with other developers and participate in relevant conversations. The goal is to establish yourself as a trusted resource and build brand awareness organically.
One thing to keep in mind with Twitter is the noise. There's a lot of content being shared, so your voice needs to stand out. Make sure your content is well-written, visually appealing, and genuinely helpful. Don't just promote your API gateway directly; focus on providing value to the developer community. Once you've built a following and established yourself as a thought leader, you can start subtly introducing your product. This is usually a longer play than LinkedIn, but it can be more cost-effective in the long run.
You probably should look into Niche Developer Communities...
This is where things get interesting. Niche developer communities can be a goldmine, but you need to find the right ones. Think about sites like Stack Overflow, GitHub, Reddit (specifically developer-focused subreddits), and specialized forums for developers using particular languages or frameworks. I remember working with a SaaS client who found success sponsoring a weekly newsletter for Ruby on Rails developers. It wasn't cheap, but the leads were incredibly high quality. Another option is to participate actively in these communities, answering questions, sharing your expertise, and building relationships. This can be time-consuming, but it's a great way to build trust and credibility. Be careful not to be too promotional, though. The key is to provide value and establish yourself as a helpful member of the community.
You'll need to research each community carefully to see if it's a good fit for your target audience. Look at the demographics, the types of discussions that take place, and the overall level of engagement. Once you've found a few promising communities, start participating and getting involved. Offer helpful advice, answer questions, and share your insights. Over time, you'll build a reputation as a valuable resource and people will start to take notice of your API gateway. Just avoid blatant self-promotion. The best approach is to subtly mention your product in relevant contexts, or to include a link to your website in your profile.
You also may consider SEO to help reach more developers. Content and SEO might work if people are problem aware and searching for a solution so they can discover your content. But you'll need to create lots of content which takes lots of time and effort, so this isn't a quick strategy.
You'll need to have a think about what you want to achieve...
You could make a landing page, show off all the features, get people really excited with the copy. Collect emails for a waitlist, maybe tied with a special offer like free access once the app launches. Then email the list with updates, ask for feedback, give the first batch of users access when you need beta testers. You'll need to keep them engaged until the launch. To get people to sign up to the waitlist, I'd promote it on Betalist, Producthunt, indiehackers, post in groups in social media, or use paid ads if you have budget (but this is usually expensive and better for long-term campaigns after the launch).
I've detailed my main recommendations for you below:
| Area | Recommendation | Rationale |
|---|---|---|
| LinkedIn Ads | Target specific job titles (Lead Dev, API Architect), API-related groups, and industries relevant to your API gateway. | Expensive but can be effective if targeting is precise. |
| Twitter (X) Content Marketing | Share valuable content (guides, tutorials) using relevant hashtags. Engage in conversations and build a community. | Longer-term strategy, focus on building trust and brand awareness. |
| Niche Communities | Identify and participate in relevant developer communities (Stack Overflow, GitHub, Reddit). Offer helpful advice and avoid blatant self-promotion. | Highly targeted, but requires careful research and genuine engagement. |
Ultimately, the best platform for your waitlist campaign will depend on your specific goals, budget, and target audience. I'd recommend testing a few different options to see what works best for you. Start with a small budget and track your results carefully. Pay attention to metrics like cost per lead, conversion rate, and customer lifetime value. Use this data to refine your strategy and optimize your campaigns.
Scaling B2B SaaS campaigns is tricky and requires very specific expertise. I remember one case where we helped a software company drive 4,622 registrations at $2.38 Cost Per Registration using Meta Ads. We've also helped software companies reduce their Cost Per User Acquisition from £100 to £7 using a combination of Meta and Google Ads, and I am confident we can help you achieve similar results. If you'd like to chat more about your specific situation and how we can help you launch a successful waitlist campaign, feel free to book in a free consultation - it's always useful to have a chat!
Regards,
Team @ Lukas Holschuh
