SaaS marketing: What is it? The Complete Handbook for 2024

About SaaS Marketing: A Comprehensive Guide

The purpose of software-as-a-service (SaaS) marketing is to advertise SaaS products. This marketing approach may be advantageous for any type of software as a service (SaaS) firm, such as web-based software, hosted software applications, and subscription-based services.

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SaaS marketing techniques like free trials and product demonstrations allow firms to let their clients evaluate the product before they buy it since SaaS companies sell intangible items.

Thus, what distinguishes SaaS marketing from other forms of digital marketing, and why does SaaS product marketing require certain marketing tactics? These and other queries are addressed in this handbook.

What Distinguishes SaaS From Digital Marketing?

Digital marketing is not the same as SaaS marketing. Digital marketing sells products through online platforms and then repeats the sales cycle to bring in new customers. On the other hand, SaaS marketing concentrates on fostering a solid rapport with every client by offering the same service every month, which eventually contributes to the creation of recurring income.

SaaS marketing differs in that it does not involve a single sale. In this paradigm, creating lifelong value for your customers requires specialized marketing abilities. If your product is being marketed through a subscription model, for example, you will need to demonstrate to your clients that your SaaS solution is worth the monthly cost. It also implies that in order to stay ahead of the competition, you must regularly provide incentives and maintain an updated offering.

To put it briefly, SaaS marketing need a distinct perspective and strategy in order to draw in, close, and keep customers.

Tips for Getting Leads for Your SaaS Company

The creation of leads is the initial stage. SaaS leads differ from standard leads. Rather, individuals who are actively seeking your service, those who may decide to switch after learning about your offering, and those who are dissatisfied with their current supplier are your potential customers. For each group, a distinct approach is required.

Of the three, it is easiest to identify the first kind of customer. Traditional marketing techniques can be used to identify leads that fit the desired customer profile. One approach to draw people in is by running advertisements on online forums and employing inbound marketing strategies like offering free trials.

Those that utilize a service that is comparable to yours make up the second category. Since these people are currently providing monthly financial support to your competition, you want them to switch. Furthermore, they already possess the technological know-how necessary for the service you provide. Finding them makes the onboarding process much simpler, and you should have no trouble upselling them.

Refrain from purchasing third-party leads in order to target the second category with email marketing. Your letter will probably wind up in the trash because of the excessive spam and the fact that many marketers are using these lists. Write blogs and interesting stuff instead to get their attention. If you have a high-quality product, customers will come to you in large numbers and switch from other providers.

Targeting unhappy consumers who are dissatisfied with their current service is the third, and frequently disregarded, segment. This is a tough one to crack, in contrast to the other set of clients. These clients have experienced their fair share of misfortune and subpar customer care, so they are not easily persuaded.

That’s why you have to earn their confidence. And employing influencer marketing is the best approach to rebuild trust. These influencers may use their websites, social media accounts, seminars, and podcasts to discuss your product and answer certain sales pain points. You will eventually receive new leads who are determined and willing to work with you.

Now that you have a fundamental understanding of SaaS leads, let’s analyze some of the top marketing techniques for your product.

SaaS Product Marketing Strategies

Off-site marketing is used for most SaaS campaigns. On the other hand, you can also organize the content of your website to encourage users to visit your product page. The following are the top five marketing strategies that employ at least one of the techniques:

Use Pay-Per-Click Advertising: You may precisely target your client profile with PPC advertisements if you can develop compelling ad material. Nearly half of the customers who click on a mobile PPC ad make a call to the advertiser, per a recent survey. Even if this may seem a little over the top, sponsored advertisements do, in fact, convert far better than organic results. Therefore, if you have the money to pay for tailored adverts, using PPC makes perfect sense.

Employ a clear Pricing Structure: When promoting SaaS solutions, employ a uniformly clear pricing approach. Additionally, stay away from marketing gimmicks since people dislike seeing prices that are twice as high.

In the same way, you shouldn’t promote a monthly cost that requires a 12-month membership. These days, this gimmick is easily picked up by anyone, and it might damage your reputation. To get a good picture, try to compare your monthly and annual rates side by side.

Employ Search Engine Optimization: Hire a SaaS marketing agency to handle the SEO if you lack the marketing funds for PPC or if you’re uncomfortable with pay-per-click advertisements. Even if you might not see results right away, it will undoubtedly assist you in the long term to target your ideal client and gain free, regular traffic.

Offer Product Trials: Don’t you think that everyone enjoys free trials? Offer a product trial to website visitors if at all possible. Although there aren’t any set guidelines for how long these freebies have to be, keep them brief. For most individuals, a week or two is plenty to give it a try.

In a similar vein, a payment card is required for the free trial (freemium). It demonstrates your desire for the other party to take you seriously and that you’re not just trying to sell them a cheap product. In any event, remind everyone taking advantage of the free trial to terminate the subscription in order to avoid being billed. Your product marketing staff should politely ask them if they would want to continue the trial for an additional week. The kind deed will have a significant impact on increasing brand recognition and reputation for you.

Employ Three- or Four-Tiered price: The information about your price tier structure and associated subscriptions should be succinct and direct.

Three subscription tiers should be plenty in most cases. You can add a fourth tier for high-end and business-to-business SaaS companies if necessary. A freemium plan is also used in several company types.