What Is SaaS Marketing? Definition and Tips

Marketing is hard. But what about marketing something that has no physical presence? Or marketing something that is constantly changing? Or marketing something that has some goofy name? Or marketing something that only about 20 B2B companies will be interested in? Or marketing something that doesn’t even make sense to the average person?

SaaS marketing is a type of marketing that specifically focuses on promoting and acquiring leads for subscription-based SaaS products. SaaS, also known as Software as a Service, is a way in which businesses sell their products in cloud-based applications with regular updates and added functionality.

3 Cutting Edge SaaS Marketing Strategies That Work In 2021

Advantages of SaaS marketing

While SaaS marketing and traditional product-based marketing are both used to increase sales and customers, SaaS differs from traditional product-based marketing because the software it sells is intangible. Here are some of the key advantages of SaaS marketing:

What is SaaS marketing?

SaaS marketing, also referred to as Software as a Service marketing, is a type of marketing that focuses on promoting and generating leads for subscription-based software products. SaaS businesses typically sell these products in cloud-based applications that customers can access on-demand. They may also customize their software and upgrades to fit the specific needs of an organization. SaaS companies house these software applications on their servers and charge customers a subscription fee to use them.

Since SaaS companies usually base their subscription fees on how much data a customer uses or how many users a business adds to their plan, they are always looking for new ways to increase memberships and upgrades. SaaS marketing can help these companies promote their products, increase brand awareness and acquire new customers.

Key elements of a SaaS marketing strategy

Here are some of the most important elements of a SaaS marketing strategy to help you get started:

Identify your target audience

The first step to creating a successful SaaS marketing strategy is to determine who your ideal customers are. Ask yourself who can benefit from using your software to identify what type of people or organizations you should include in your target audience. Then develop customer personas for each distinct audience category to help you better understand who your potential customers are. A customer persona is a semi-fictional archetype that many brands use to represent the key traits of a large segment of their target audience based on their research, observations and analytics. Customer personas often include:

Here is an example of a customer persona:

Dayton OReilly is a 28-year-old white male who lives in Seattle with his girlfriend. He works for a successful marketing agency and makes $100,000 per year. Dayton enjoys staying up-to-date on all the latest technology trends, aspires to start his own marketing agency and gets his news from several social media outlets and technology magazines.

Choose your marketing channels

Once you have identified who your target market is, you can select which marketing channels may be the most appropriate to use to advertise your software. Consider which channels your customers spend the most time on to ensure they see your campaigns. For example, if your customers spend most of their time online, you may benefit more from running advertisements on social media platforms than from buying ad space in magazines. Some popular marketing channels you might consider include:

Develop your content

The next step is to determine what type of content you plan to create to market your software. Creating a variety of content to use in your SaaS marketing campaigns is important because different types of content appeal to different consumers at different stages of the sales funnel. A sales funnel is a marketing term that refers to the journey your customers go through before they make a purchase. By creating a variety of content, you can appeal to customers at each level of the sales funnel. Some examples of content you may use in your campaigns include:

Determine your metrics

Before you run your first SaaS marketing campaign, consider what metrics you can use to determine your success. This can help you understand what your return on investment (ROI) from each campaign is, identify areas for improvement and continue to optimize your campaigns to produce better results over time. Your metrics may vary based on which marketing channel you choose and what your overall objectives for each campaign are, but some common metrics you might use to measure your success include:

Generate brand awareness

New SaaS marketing campaigns typically run brand awareness ads to introduce their software to potential customers who are at the top of their sales funnel. These are customers who fit the SaaS companys customer persona, but who may not have heard of their brand, software or services yet. To reach customers at the top of your sales funnel, focus on running informative ads that explain the software youre advertising and how it can benefit them. Some examples of content that works well for brand awareness ads include:

Focus on metrics such as the number of views or the number of people reached during the brand awareness stage of your SaaS marketing campaign.

Provide value

In the next phase of your SaaS marketing campaign, focus on providing value to your customers. At this stage, they are likely in the middle of the sales funnel, which means theyre aware that your brand, software or service exists, but they still need to be convinced to purchase your product. Some content you can use to provide value and generate interest in your software includes:

Focus on metrics such as the number of engagements on a social media advertisement, the number of clicks back to your website or the number of landing page views during this stage of your SaaS marketing campaign.

Capture leads

Next, its time to convince your potential customers to purchase your software. By this point in your SaaS marketing campaign, your potential customers have likely engaged with the content youve created to advertise your brand, software or services. To encourage them to make a purchase and capture leads, create advertisements that provide high value, but also require a commitment from your potential customers. Examples of content you might use for these advertisements include:

In order to access these premium forms of content, you can require potential customers to share their email address or contact information. If they sign up, it shows that they are interested in your software. It also gives you the ability to continue to send them premium marketing materials, communications and direct advertisements that may convince them to purchase your product.

Build customer relationships

SaaS marketing continues even after you acquire a new customer. This is because SaaS companies rely on subscriptions and upgrades to increase their revenue, so retaining customers is important. Continue to provide value to your customers by offering them premium content, such as educational newsletters, webinars and access to digital networking events.

Also make sure to provide your customers with excellent service by listening to their feedback, responding quickly to their questions and helping them troubleshoot any issues they may have with your software. This can help you build stronger relationships with your customers, improve the quality of your software, increase product referrals and retain your current customer base.

Tips for implementing SaaS marketing

Here are some tips to help you implement SaaS marketing for your next campaign:


What is SaaS B2B marketing?

You can pick and choose from them or implement them all. Either way, these SaaS marketing strategy gems can help you win over new customers.
  • Utilise Content Marketing. …
  • Spend Time on Your Site’s SEO. …
  • Invest in Paid Search or PPC. …
  • Undertake Intelligent Referral Marketing. …
  • Generate Industry Exposure.

How is SaaS different from marketing?

B2B SaaS stands for business-to-business Software-as-a-Service. It encompasses cloud-based software used by businesses for various tasks, such as accounting, office productivity, customer relationship management (CRM), and other work-related activities.

How do I do SaaS Digital Marketing?

Unlike traditional marketing, SaaS marketing relies heavily on developers, support teams, and marketers working closely together. Having a great product will help generate word of mouth and there’s no better way to sell your SaaS, really.

Why is SaaS important in marketing?

8 Most Successful Digital Marketing Tactics for SaaS Companies
  1. Utilize Content Marketing. …
  2. Focus on SEO. …
  3. Invest in PPC Ads. …
  4. Don’t Neglect Email Marketing. …
  5. Consider Offering a Free Trial. …
  6. Make Signing Up Easy. …
  7. Take Advantage of Affiliate Marketing. …
  8. Provide Top-Notch Customer Service.

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