How to Market a SaaS Product…When You Don’t Know What You’re Doing

When innovation meets business – in other words, in SaaS – mastering the art of marketing can seem like a daunting task. If you find yourself pondering questions like: How to market a SaaS product? Where do I begin?, you’re not alone.

how to market a saas - The Brains
February 14, 2024
how to market a saas - The Brains10 mins to read
how to market a saas - The Brains

Today, we’ll demystify the intricacies of SaaS marketing, providing a roadmap for success – even if you feel like you’re navigating uncharted territory.

The SaaS landscape is unique, blending cutting-edge technology with the ever-evolving demands of a digital market. Whether you’re launching a new product or seeking to optimise your existing strategies, understanding the fundamentals of SaaS marketing is pivotal.

From crafting compelling content and harnessing the power of SEO to navigating the intricacies of PPC and email campaigns, we’ll unravel the key pillars that form a robust marketing strategy.

Join us as we delve into the nuances of SaaS marketing, equipping you with the insights needed to propel your product into the spotlight; or contact The Brains today for more tailored guidance and recommendations.

Let’s get started.

Defining SaaS

Before delving into the intricacies of SaaS marketing, it’s essential to grasp the fundamental concept of Software as a Service (SaaS).

“You rent the use of an app for your organisation, and your users connect to it over the Internet, usually with a web browser. All of the underlying infrastructure, middleware, app software, and app data are located in the service provider’s data centre […] SaaS allows your organisation to get quickly up and running with an app at minimal upfront cost.”


At its core, SaaS is a software distribution model, where applications are hosted by a third-party provider and made available to customers over the internet. Unlike traditional software models that require individual licences and installations, SaaS often offers a subscription-based approach, granting users access to applications from any device with an internet connection.

Understanding the nuances of SaaS involves recognizing its key attributes:

  • Accessibility: SaaS applications are accessible through web browsers, eliminating the need for extensive downloads or installations. This accessibility enhances user convenience and streamlines the user experience.
    Scalability: SaaS solutions are designed to scale with the evolving needs of businesses. As your requirements grow, the software adapts seamlessly, providing a flexible and cost-effective solution.
  • Automatic Updates: One of the hallmark features of SaaS is the automatic delivery of updates. This ensures that users always have access to the latest features, improvements, and security patches without manual intervention.
  • Subscription Model: SaaS usually operates on a subscription-based payment model, allowing businesses to pay for software on a recurring basis. This often includes maintenance, support, and continuous updates, making it a financially efficient choice for many organisations.
how to market a saas - The Brains

Importance of Effective SaaS Marketing

According to Crunch Marketing, the global SaaS market is expected to reach $720.44 billion by 2028, based on a CAGR of 25.89%. Within this framework, marketing efforts are accelerating and expanding; almost one-in-five (18%) of SaaS organisations have their own podcast (Insivisa), for instance, and 85% actively maintain a blog (DevSquad).

In this dynamic landscape, the role of effective marketing is a keystone for business success. Beyond merely promoting a product, a well-crafted marketing operation serves as the catalyst for achieving several strategic advantages:

Building Brand Authority
Effective SaaS marketing establishes and solidifies your brand authority within the competitive digital sphere. As businesses strive to carve their niche, a robust marketing strategy positions your SaaS product as an industry leader, fostering trust among potential customers and stakeholders.
Targeting the Right Audience
Mastering the intricacies of SaaS marketing enables businesses to precisely target their intended audience. With a keen understanding of customer personas and needs, you can tailor your marketing efforts to resonate with the individuals who stand to benefit most from your SaaS solution.
Driving Revenue Growth
A strategically executed SaaS marketing plan isn’t just about creating awareness – it’s about driving tangible business outcomes. From lead generation and customer acquisition to upselling and retention, a well-orchestrated marketing operation fuels revenue growth and sustains long-term profitability.

The Role of Digital

Digital marketing in SaaS is about guiding potential customers through a dynamic and nuanced journey. From building awareness and consideration to driving conversion and fostering customer loyalty, each stage demands a tailored approach.

Strategic content marketing, SEO, PPC, and social media engagement are paramount in creating awareness and, as users delve deeper into the consideration phase, targeted digital advertising, email campaigns, and informative webinars can play a crucial role.

Highlighting key features, benefits, and case studies establishes your SaaS product as a viable solution in the minds of potential customers.

Post-conversion, digital marketing is there to nurture customer relationships. Personalised email campaigns, customer-centric content, and ongoing support contribute to customer satisfaction and retention on an ongoing basis.

Looking to create sales / marketing synergy and build a sustainable revenue engine?
Try SaaSible.

Our sister brand SaaSible is a growth and sales enablement partner for serious SaaS organisations looking to boost MRR, increase CLV, and slash churn rates.

Contact us now to book a consultation.

The Dangers of Going It Solo

Embarking on the journey of SaaS marketing without prior expertise presents multifaceted challenges. Let’s delve into these hurdles and explore strategies to overcome them:

Overcoming the Learning Curve

Navigating the nuances of SaaS marketing requires more than just surface-level knowledge. Overcoming the initial learning curve involves strategic education, hands-on experience, and leveraging resources that accelerate your understanding of SaaS dynamics. It’s an investment that pays dividends in informed decision-making and effective strategy execution.

Dealing with Limited Resources

Resource constraints often accompany startups and small businesses venturing into SaaS marketing. Effectively managing limited budgets requires a keen focus on high-impact strategies, prioritising channels that yield maximum ROI. Strategic resource allocation ensures efficiency and effectiveness in your marketing endeavours.

Handling Competition in the SaaS Market

The SaaS market is a battleground, with new entrants constantly vying for attention. Crafting a unique value proposition, honing in on target audiences, and differentiating your product are key strategies to not just survive but thrive in a crowded marketplace. Strategic positioning and a compelling narrative set you apart from the competition.

Staying Updated with Industry Trends

The digital landscape evolves at a rapid pace, demanding continuous adaptation to stay relevant. Navigating the ever-shifting currents of SaaS marketing means staying updated with industry trends, embracing innovation, and incorporating cutting-edge strategies into your marketing arsenal. It’s a commitment to perpetual learning and agility.

how to market a saas - The Brains

Building a Solid Foundation

Before setting sail into the vast, shifting oceans of SaaS marketing, establishing a solid and seaworthy vessel – AKA, a foundational strategy – is paramount. This begins with crafting a comprehensive marketing plan that serves as a map for achieving your business objectives. Here’s how to lay the groundwork for success.

Identifying Target Audience and Personas

Understanding your audience is at the heart of effective SaaS marketing.

Begin by identifying your target audience—those who stand to benefit the most from your SaaS solution. Develop detailed buyer personas that encompass key demographics, pain points, and preferences. This step ensures that your marketing efforts are precisely tailored to resonate with the needs and interests of your ideal customers.

Setting Clear Business Goals

Clarity in business goals is the compass that guides your SaaS marketing journey. Clearly define what you aim to achieve; while, ultimately, the goal is most often sales expansion and revenue generation, common business goals for SaaS companies include:

  • Increasing brand awareness
  • Driving user acquisition
  • Boosting customer retention
  • Expanding market share
  • Maximising revenue growth

Budgeting for Marketing Efforts

“SaaS companies typically spend around 50% of revenue on sales and marketing combined. Of that amount, around 60-70% is allocated to sales activities and 30-40% to marketing. So for a $10 million revenue SaaS company, the sales budget may be $3-4 million annually.”


Allocate resources strategically based on the channels and strategies that align with your goals and resonate with your target audience. Whether it’s investing in content creation, digital advertising, or marketing technology, a well-thought-out budget ensures that your SaaS marketing efforts are both impactful and cost-effective.

how to market a saas - The Brains

Crafting Compelling Content

High quality, genuinely valuable content is a cornerstone of effective SaaS marketing – companies deploying a SaaS content marketing strategy report lead generation growth of up to 400%, for example.

Your content serves as the voice of your brand: conveying your message, educating your audience, and establishing your authority in the industry. Below, we explore potent content marketing strategies tailored for SaaS success.

Educating Customers on Product Value

In the SaaS landscape, educating customers about the value of your product is paramount. Aim to develop content that not only highlights features but delves into the tangible benefits your SaaS solution brings. Here are different content types appropriate for SaaS, each with unique ways of transmitting value:

  • Case Studies: Showcase real-world examples of how your SaaS solution addressed specific challenges, demonstrating its practical applications and results.
  • How-to Guides: Provide step-by-step guides on leveraging your SaaS product to achieve specific outcomes, empowering users with actionable insights.
  • User Testimonials: Share testimonials from satisfied customers, emphasising the positive impact and value they’ve experienced with your SaaS solution.
  • Product Demos: Offer interactive product demonstrations, allowing potential customers to see firsthand how your SaaS product addresses their needs.
  • Comparative Analyses: Create content that compares your SaaS solution to competitors, highlighting unique features and advantages to reinforce its value proposition.

Utilising Blogging and Webinars

Blogging, webinars, and videos are powerful tools for engaging your SaaS audience.

Blog posts offer a platform to share industry insights, product updates, and thought leadership content – this involves addressing industry challenges, emerging trends, and sharing your expert perspectives, to position your brand as a trusted authority.

Webinars, on the other hand, provide an interactive space for deep dives into specific topics, fostering audience interaction and showcasing your expertise. Best practices for SaaS webinars include:

  1. Interactive Q&A Sessions: Encourage audience participation by incorporating live Q&A sessions to address queries and build a sense of community.
  2. Expert Panels: Invite industry experts to join your webinars, adding credibility and diverse perspectives to the discussion.
  3. Practical Demonstrations: Showcase practical applications of your SaaS solution during webinars, offering a hands-on understanding of its features.

Leveraging Premium Content and Trial Offers

Premium content, such as ebooks, whitepapers, and exclusive reports, adds value to your audience while positioning your brand as an authority. What makes these content types premium is their in-depth, specialised nature, providing deep insights or exclusive access to valuable information.

Offer these resources as part of a lead generation strategy, capturing valuable first party data in exchange for premium insights. This not only builds your email list but also establishes a direct line of communication with potential customers.

Additionally, leverage trial offers to allow potential customers hands-on experience with your SaaS product, driving conversions through experiential engagement. Promote free trials in your content by incorporating calls-to-action in blog posts, webinars, and premium content, enticing users to experience the value of your SaaS solution firsthand.

SEO Strategies for SaaS Visibility

In the competitive landscape of SaaS, as in all modern industries, achieving visibility on search engines is paramount. Optimising your online presence for discoverability ensures that your SaaS solution cuts through and stands above the digital noise.

Keyword Research and Implementation

Effective SEO for SaaS begins with meticulous keyword research and implementation. For instance, consider a hypothetical SaaS organisation specialising in project management solutions. Relevant keywords might include project management software, collaborative task management, and cloud-based project planning.

Identifying and incorporating these keywords naturally into your website content, metadata, and other strategic locations enhances search engine rankings and ensures your SaaS solution is discoverable by the right audience.

Utilising Google and HubSpot

In many ways, SEO dances to Google’s drumbeat; leveraging Google, the primary search engine, is crucial for SaaS visibility. Optimise your Google Business Profile listing, ensuring accurate business information, and encourage customer reviews to enhance local and organic search visibility. Alternative search engines do exist – the priority, though, is undeniably Google, due to its dominance in the digital landscape.


Additionally, capitalise on HubSpot, a powerful marketing platform designed for inbound marketing and sales. HubSpot offers a suite of tools that encompass customer relationship management (CRM), marketing automation, and content management.

You can deploy HubSpot’s SEO tools to streamline keyword tracking, monitor website performance, and optimise content for search engines. In doing so, you gain a comprehensive platform to enhance visibility and engage with your audience effectively.

On-Page vs Off-Page SEO

On-page and off-page SEO strategies are fundamental to SaaS visibility:

On-Page SEO

Maximise the impact of individual website pages by ensuring relevant and keyword-rich content, using proper header tags, optimising images, and enhancing the overall user experience. For the project management SaaS example, on-page optimisation might involve creating content like Best Practices for Project Planning or How to Streamline Team Collaboration.

Off-Page SEO

Build a robust backlink profile by acquiring high-quality backlinks from reputable websites in the SaaS industry. Engage in guest posting, influencer collaborations, and industry partnerships to strengthen your off-page SEO. This not only enhances your website’s authority, but also broadens your SaaS visibility beyond your own platform.

Social Media Tricks, Tips, and Tactics

Initially, marketers just starting out in the world of SaaS are surprised to learn that social media advertising stands as a powerful ally. Platforms like Facebook, X (formerly Twitter), even Instagram and TikTok (and of course LinkedIn, which is in itself more business-oriented) are not just for B2C; building communities and fostering engagement are essential tactics for elevating your SaaS brand on social platforms.

Building Communities and Engagement

Creating SaaS social media communities for SaaS businesses requires a strategic approach:

  1. Define Your Purpose: Clearly articulate the purpose of your community. Whether it’s a forum, LinkedIn group, or a dedicated space on your website, a clear purpose helps attract the right audience.
  2. Encourage Participation: Foster engagement by encouraging members to share insights, ask questions, and participate in discussions. This not only builds a sense of community but also positions your brand as a thought leader.
  3. Provide Value: Share valuable content such as industry insights, best practices, and exclusive resources. Offering value keeps community members actively engaged and invested in your brand.

Content B2B Users Engage With

B2B users engage with content that provides actionable insights, addresses pain points, and offers solutions. Content types such as whitepapers, case studies, and webinars resonate well. However, avoid overly promotional content and prioritise material that genuinely adds value to your audience.

Good Practices

  • Encouraging open discussions and knowledge sharing.
  • Responding promptly to inquiries and fostering a positive environment.
  • Hosting webinars and events that provide value to the community.

Bad Practices

  • Excessive self-promotion without providing value.
  • Ignoring or dismissing community feedback.
  • Neglecting community management, leading to a lack of engagement.

Targeted Advertising on Platforms

Targeted advertising involves tailoring your ads to specific audiences based on demographic, behavioural, or contextual parameters. This ensures that your content reaches the most relevant users likely to be interested in your SaaS solution.

Leveraging Platform Capabilities

  • Facebook: Utilise detailed demographic targeting, interests, and behaviours to reach specific user segments.
  • Instagram: Leverage visual content and utilise Instagram’s targeting options, including interests, behaviours, and demographics.
  • LinkedIn: Target professionals based on job title, industry, company size, and more. LinkedIn is particularly effective for B2B targeting.
  • X (formerly Twitter): Utilise keyword targeting, interests, and demographics to reach a broad or niche audience.

Crafting Compelling Ad Creatives

As you, or your SaaS marketing partner set about creating social ads, remember that it’s a double-edged sword; no matter how thoughtful your ads are, visually, they’ll achieve only a shallow impact without well-crafted accompanying copy. The inverse is equally true.

  1. Visual Appeal: Use high-quality visuals that resonate with your brand and catch the audience’s attention.
  2. Clear Messaging: Clearly communicate the value proposition of your SaaS solution in a concise and compelling manner.

Regularly analyse campaign performance, track key metrics, and refine your strategy based on insights to continuously improve the impact of your targeted advertising efforts.

Effective PPC Campaigns

“Strategic ad bidding, meticulous keyword research, and the cost-per-click model enable us to target an audience with hyper-precision. With advanced features like ad extensions, we optimise ad real estate, providing users with additional information before they even click. This synergy is how we achieve optimised PPC performance.”

– Spence, The Brains PPC Lead

PPC (or Pay-Per-Click) is a dynamic digital advertising model where advertisers pay a fee for each click on their ads. SaaS PPC is not merely a marketing strategy; it’s a strategic powerhouse driving targeted, high-value traffic to websites and exponentially boosting brand visibility.

Maximising Pay-Per-Click Advertising

To get the most out of SaaS PPC campaigns, focus on:

Strategic Keyword Selection

Approach the SaaS landscape with strategic keyword selection, aligning your chosen keywords with the specificities of your SaaS offering. Make use of match types, negative keywords, and long-tail variations to refine your targeting, ensuring your ads resonate with your specific target audience.

Compelling Ad Copy

Crafting compelling ad copy is an art in itself. Clearly articulate your SaaS solution’s unique value proposition, weaving in persuasive language that captivates your audience. Leverage ad extensions to provide additional context and entice users to click, driving engagement and conversions – on Google and beyond.

Landing Page Optimisation

The journey doesn’t end with the click; rather, the real work begins on the landing page. Optimise landing pages for conversions and CRO, ensuring a seamless transition from ad to action. Implement A/B testing, scrutinise user behaviour using tools like Hotjar, and refine landing page elements to enhance user experience and boost conversion rates.

Setting Up Budgets and Campaigns

On average, PPC ads return an ROI of 200% – when it comes to SaaS, though, optimising budget and spend involves a nuanced understanding of industry competitiveness and overarching marketing goals.

Some businesses opt for ambitious budgets to assert dominance, while others prefer a controlled approach, gradually scaling based on campaign performance and user response.

Aligning PPC budgets with realistic expectations and long-term objectives is the key to sustained success in the competitive SaaS landscape.

Choosing the Right Keywords

Evaluate the competitiveness of keywords within your industry, identifying opportunities to strategically position your SaaS offering.
Search Volume
Analyse the search volume of keywords to gauge their popularity and potential impact on your campaign reach.
Price and Relevance
Consider the cost per click (CPC), alongside the relevance of keywords, to your specific SaaS offering. Balancing cost and relevance is crucial for optimising your PPC strategy.
Competitor Analysis
Explore the keywords targeted by your competitors. Analysing their strategy unveils potential gaps or strategic opportunities you can capitalise on.

Monitoring and Adjusting Ad Performance

Refining PPC campaigns is an ongoing process. Commit to regular performance analysis, reviewing reports, and leveraging insights to fine-tune your strategy. Adjust bids, experiment with ad variations, and implement changes based on real-time data.

And know when it’s time to bid farewell to underperforming campaigns; retire outdated or ineffective campaigns, reallocating budget and resources to more impactful strategies aligned with evolving market dynamics.

You can leverage a suite of tools, including Google Analytics, AdWords, or other third-party PPC management platforms. These tools provide comprehensive data analytics, performance metrics, and automation capabilities, streamlining the monitoring processes for your SaaS PPC campaigns.

Email Marketing Strategies

Email plays a pivotal role in SaaS marketing, serving as a versatile and powerful tool throughout the customer journey. In 2022, approximately half of business leaders reported a 2x uptick in email ROI, and a further 12% saw 4x ROI (Statista).

In essence, SaaS email marketing is a dynamic and personalised communication channel, facilitating customer engagement, driving conversions, and nurturing long-term relationships throughout the customer lifecycle.

Cold vs Warm Emailing

Cold Emailing: Initiating contact with individuals who haven’t previously engaged with your SaaS brand. For instance, a cold email could introduce a new feature or offer a trial to potential users who haven’t interacted with your platform.

Warm Emailing: Targeting individuals who have shown some interest in your SaaS solution. This could involve sending personalised onboarding emails to users who have recently signed up for a trial, offering them guidance and showcasing the value of your product.

Nurturing Leads and Customers

Nurturing leads via SaaS email marketing – and, indeed, as part of a wider commercial initiative – is an ongoing process. From the initial sign-up to becoming a loyal customer and advocacy, the SaaS sales funnel is distinctive:

  1. Awareness: Introducing your SaaS solution to potential users through informative content, webinars, or targeted advertising.
  2. Consideration: Engaging with leads who have shown interest, providing detailed product information, and addressing specific pain points.
  3. Trial/Subscription: Offering trials or subscription options, allowing leads to experience the product firsthand.
  4. Conversion: Guiding trial users towards becoming paying customers through targeted email campaigns, showcasing the full potential of your SaaS solution.
  5. Retention: Ensuring customer satisfaction and loyalty through post-purchase communication, feature highlights, and support.

Building Effective Email Campaigns

Email marketing in SaaS is a dynamic interplay of targeted communication, personalised engagement, and strategic nurturing throughout the customer journey. “The most effective strategies for email marketing campaigns,” reports HubSpot, “are subscriber segmentation (78%), message personalization (72%), and email automation campaigns (71%).”

But that doesn’t complete the picture. Full disclosure: there are a lot of moving parts to a well-oiled, optimised SaaS email marketing campaign.

Below, we detail a number of pillars upon which the success (or failure) of your email marketing efforts rest.

The Pillars of Successful SaaS Email Marketing


Divide your audience based on characteristics like usage behaviour, subscription level, or engagement history.


Tailor content based on user data, preferences, and behaviours. For example, an email could recommend specific features based on a user’s usage patterns.

Clear CTAs

Craft compelling Calls-to-Action that drive recipients to take specific actions, whether it’s exploring a new feature or upgrading their subscription.

Value-driven Content

Provide valuable content such as tips, best practices, or exclusive insights related to your SaaS solution.

Responsive Design

Ensure emails are optimised for various devices, enhancing accessibility and user experience.


Streamline communication by automating workflows, such as onboarding sequences, renewal reminders, or feature announcements.

Referral Programs

Incentivise existing users to refer others by offering discounts, exclusive features, or other rewards.

Ongoing Advocacy

Send targeted emails to satisfied customers, encouraging them to share their positive experiences and refer colleagues or friends.


Let Data Be Your Guide

In the realm of SaaS marketing, harnessing the power of data analytics is a strategic imperative. The ability to interpret and leverage data-driven insights empowers SaaS businesses to refine their strategies, enhance user experiences, and drive sustained growth.

Important Metrics for SaaS Success

Keep tabs on the following metrics to guide your strategies and optimise efforts for ongoing success.

  • Monthly Recurring Revenue (MRR): MRR provides a clear picture of your SaaS revenue on a monthly basis, facilitating financial planning and indicating overall business health.
  • Churn Rate: Churn rate measures the percentage of customers who cancel their subscriptions within a given period. Minimising churn is essential for maintaining a healthy customer base and sustainable growth.
  • Customer Acquisition Cost (CAC): CAC represents the cost of acquiring a new customer. Balancing CAC against CLV helps determine the profitability and scalability of your customer acquisition strategies.
  • Customer Engagement Metrics: Metrics like user engagement, session duration, and feature utilisation are crucial indicators of how actively users are interacting with your platform. Positive engagement metrics correlate with customer satisfaction and retention.

Final Thoughts

As we wrap up our exploration of SaaS marketing, it becomes evident that the digital landscape demands not only innovation but also a keen reliance on data-driven strategies. From lead generation to user retention, every phase of the customer journey presents an opportunity for informed decision-making.

  • Embracing Data as Your Ally: The importance of data analytics in shaping effective SaaS marketing strategies cannot be overstated. By understanding user behaviour, monitoring key metrics, and adapting strategies based on insights, SaaS businesses can craft campaigns that resonate with their audience.
  • Strategic Iteration and Adaptation: In the ever-evolving world of SaaS, a commitment to iterative refinement is key. Regularly revisit your campaigns, analyse performance metrics, and be agile in adapting to shifting market dynamics. A/B testing, dynamic pricing, and feature enhancements are powerful tools for ongoing optimisation.
  • Customer-Centricity as a North Star: Throughout the journey, prioritise customer-centricity. Data should not only inform strategic decisions but also contribute to a deeper understanding of your users. Cultivate meaningful relationships, actively engage with customer feedback, and align your strategies with the evolving needs of your audience.
  • Next Steps for SaaS Marketers: As the SaaS landscape continues to expand, the next steps for marketers involve a blend of innovation, adaptability, and a relentless commitment to delivering value. Stay attuned to emerging industry trends, leverage cutting-edge technologies, and never underestimate the transformative power of customer-centric marketing.

In the dynamic world of SaaS marketing, success is not a destination but a continuous journey. By harnessing the insights gleaned from data analytics, embracing a customer-first approach, and remaining agile in the face of change, SaaS marketers can position their products for sustained growth and lasting impact in the digital realm. For more tailored assistance in marketing your SaaS product, contact us at The Brains today.

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