10 Great SaaS Marketing Strategies

What are examples of SaaS marketing strategies?

Some examples of great SaaS marketing strategies include improving customer service, addressing the specific needs of your target audience, and offering relevant content to consumers. In addition to these, it also helps if you seek help from reputable review sites, leverage paid advertising, and practice upselling and cross-selling.

More and more companies are turning to SaaS to power their operations. So, it comes as no surprise that there are more developers who will try to meet the demand of consumers. This makes it difficult to make your product stand out from the rest of the solutions on the market. In this article, we will be helping you out by providing you with a few SaaS marketing strategies that you can apply to rake in more clients. From boosting your relationship with customers in need of your software solutions to building your brand’s reputation, we have compiled all the tips you need to improve the sales of your SaaS products.

A report has predicted that the annual cloud spending will grow at a CAGR of 21.9% by the end of 2021, a big jump from $180 billion in 2018. Things aren’t slowing down in the public cloud services market, which is seen to expand to $160 billion. More interestingly, there are a number of cloud market trends that you should look out for given these market developments. That’s a huge market for you as a B2B vendor, but it also means more competition is heading your way. In the meantime, the pressure is on to grow your customer base before funding runs dry. You don’t have to reinvent the wheel though; in this article, we gathered ten best SaaS marketing strategies to help your software succeed.

saas strategies

1. Provide Great Customer Service

Kissmetrics calls it the “only SaaS sales strategy you really need.” And why not? When every software vendor brags about having the best features, the one with exceptional customer service (the other “S” in SaaS, in case you’ve forgotten) wins the game as richer customer experience has been found to positively impact corporate income.

Having an exceptional customer service is simple: put your customers’ welfare above all. However, implementing this mantra is another matter when the company lacks solid customer service training for its employees.
Here are a few tips on how to achieve awesome customer support:

  1. Respond immediately to customer concerns
  2. Be courteous, not confrontational when talking to customers
  3. Empathize with the customer
  4. Listen closely to what the customer is saying; forget the spiel
  5. Learn the details of the product so you can offer reasonable answers

2. Address the Specific Needs of Your Target Audience

Even before you sell, your software should address a specific scenario so customers will love your product. Pioneering vendors like SalesForce (cloud CRM) and QuickBooks (cloud accounting) have the advantage of offering a unique feature ahead of the competition, but even latecomers can find a value proposition that makes them stand out. Trello, for instance, came into the project management game in 2011, but instead of competing head-on with more robust software, it focuses on movable boards–a novel feature at the time of the software’s launch–to organize things. By narrowing down its value proposition to a useful feature, Trello wins new customers who are inconvenienced by the folder-view formats of earlier project management solutions.

3. Tap SaaS Review Sites to Boost Product Exposure

84% of people trust online reviews as much as friends, a Local Consumer Survey has revealed. It’s not hard to imagine these buyers start their product discovery research in review sites, third-party websites that collate and review various products by category. Instead of visiting numerous sites, buyers can shortlist their preference on a review site by having all competing products in one location and compare them feature by feature.

If you want to take advantage of review sites, make sure to engage them by sending the sites’ editorial team your software specifications and value proposition. This ensures all your product advantages are mentioned. Likewise, you can opt for the review sites’ paid marketing tools. For example, here at, you can benefit from a detailed review, or highlight your product with a quality certificate to increase your lead generation. These tools can be that critical push that can give you the advantage right at the moment when buyers, who are browsing the review site, are looking at your software along with ten other competitors.

Regardless of which review platform you choose it’s important to keep in mind that you’re looking to increase your exposure, so the best approach is almost always to get your review listed on all popular SaaS review platforms. Here’s what you should consider:

Most Popular SaaS Review Platforms

  1. FinancesOnline: we’re one of the leading SaaS review sites out there with a rich base of products great marketing opportunities and very high conversion rates for our lead generation campaigns. If you’re not in our base yet you can easily request a review of your product here.
  2. Capterra: another popular review platform that collects thousands of reviews and offers a reliable place to display your product.
  3. G2Crowd: a site focused mostly on reviews generated by the users with a solid base of reviews and visitors.

Here’s how your product can distinguish itself from the competition on

4. Offer Free and Relevant Content to Your Customers

Despite all the technological innovations in digital marketing, trends in content marketing prove that it is here to stay. That’s because B2B buyers aren’t just looking for your product today; they’re searching for content that informs and educates them. For B2B marketers like you, that means publishing content related to your product and not about your software. By creating thoughtful content replete with useful tips, advice, and information, you can engage customers across your social media networks, as well as project your expertise. Both these factors increase your social proof, which according to a CrazyEgg article, increases your conversion rate. Here are some topic suggestions from which you can create white papers, ebooks, webinars, articles, and podcasts:

  • Major issues about your product category
  • News and events relating to your customers’ profession
  • Teasers on a major feature that you’re launching
  • Events relating to your customers’ profession or your product category
  • Recent government policies
  • Global developments

5. Reinforce Your Website’s User Trust Level

Building user trust on your website is critical to generating new leads. It’s even more critical for startups and less-known vendors. When customers land on your page, will they believe you? You have four main goals to project immediate trustworthiness, namely: your business is legitimate; you meet the strictest professional standards; you’re engaging, and you empathize with customers.

One quick way to earn user trust is to borrow one: by displaying trust marks given by authoritative bodies. It has been established that adding visual clue like trust seals suggests trustworthiness to site visitors. This serves to reinforce perceived security of the site and not necessarily actual technical security. Therefore, trust seals can make or break a sale.

Popular trust seals such as Norton and BBB rank high in trust value and are useful for broad-based businesses. The Baymard study ranks trust seals as follows:

For a B2B company, you can also add a specialist trust mark like the Verified Quality Seal that we offer here at This seal is unique in a way because, unlike most trust marks that tell visitors the site is secure, the Verified Quality Seal tells them that the product meets specific quality standards and the vendor is reliable. It also focuses specifically on the B2B and SaaS industry and market research shows it can increases sales by as much as 14% for a vendor.

Here’s how our Verified Quality trust mark looks like.

Here are some more effective ways to increase user trust in your website:

  1. Display your contact information
  2. Show your face or your team members’ in the About Us section
  3. Show screenshots of your software’s key features
  4. Display your awards
  5. Use videos to explain the overview of your product
  6. Display pricing
  7. Use clear-to-action buttons that tell customers what to do next

6. Upsell and Cross-Sell

There’s an untapped goldmine right under your nose. How many clients, in fact, have you migrated to the most profitable plan for you or subscribed to all your add-ons or upgrades? How many prospects, indeed, have been lingering too long in your free trial list? It’s time to move them to the next plan that will earn you more profits.

If it’s impractical to revisit your client from time to time for an upsell or cross-sell, one effective way is to conduct a direct email marketing campaign to your existing mailing list. The idea is to funnel each prospect towards the highest package price appropriate to their needs, one gradual step at a time.
Here are some proven email marketing tips:

  1. Target your recipients by relevance – sort them by their existing plans, industry, profession, length of subscription, or anything that’s relevant to your new offer
  2. Give them a reason to open the email – highlight the benefit in the subject line instead of simply announcing an upgrade offer
  3. Piggyback on your free content – offer the free content as your excuse for sending an email, then segue to your offer inside the content

7. Take measures to Further Understand Your Ideal Customers

Seth Godin once said that companies that complain their market niche is too small might have got it wrong: they’re not offering more value to maximize their niche. Perhaps it’s because many companies fail to identify their ideal customer that they fail to know more of their needs. Lincoln Murphy of SixteenVentures advised that you define your ideal customer, customers who see the immediate value of your software. You can start by “imagining” this customer with leading questions during your marketing brainstorming:

  • What is his or her profession?
  • What is his or her position in the company?
  • What are the problems that he or she faces to accomplish his or her work?
  • What is he or she likely to talk about at work?

However, you should go beyond imagining the ideal customer and sort through your customer raw data. Go over your CRM data, such as feedback, queries, social mentions, user reviews, and, if available, survey results. Look for behavioral patterns or recurring characteristics that can help you craft a more realistic ideal customer.

8. Leverage Paid Advertising

Paid advertising shouldn’t be limited to promoting a product; rather, advertising works great when you want to kickstart a content campaign for new leads. Customers today want engagement, not a hard sell. By using your content as advertising fodder, you get a higher chance of attracting new leads, for instance, subscribers who aren’t sold yet to your software but want to download your ebook.

When it comes to paid advertising strategies, SEM (search engine marketing) tops the list, based on a Content Marketing Institute’s report. SEM involves bidding for keywords to have your ad posted in search results. The higher the keyword value, the higher the bid price. For B2B marketing, it’s best to focus on long-tail keywords, longer but more specific phrases that prospects are typing in the search field. For example, instead of bidding for a general keyword like “CRM,” bid for “CRM for small business,” which lets you narrow down the target to your specific audience. There are tons of free keyword search tools, such as Google Keyword Planner, Competitor Source Code, and Ubersuggest.

9. Build Your Authority as a SaaS Provider

Thought leadership has become a top priority among marketers, according to a Forbes article, as companies realize that original content and research insights can open doors to new sales or resales. Your software, indeed, can sell itself by riding on the influence of your opinion. Here are ways how thought leadership can benefit your marketing:

  1. Cut through the advertising clutter because readers put more weight on your opinion
  2. Increase your credibility and, as an extension, your software’s user trust level
  3. Differentiate your offer from the competition
  4. Get more mileage as your opinion gets published, discussed, or liked across the Internet

In the meantime, here are the places where to promote and project your expertise and thought leadership:

  1. Your corporate blog
  2. Social media, particularly LinkedIn, Twitter, and Facebook
  3. SlideShare and similar sites
  4. Your mailing list
  5. YouTube and Vimeo channels
  6. Paid content delivery platform

10. Go Global. Build an International Team

With the forecast expansion of the SaaS covering the whole world, so it makes sense that to tap this huge pie you need to grow your international team. The U.S. and Western Europe still lead the market, while the Asia-Pacific region is host to growth-intensive emerging markets, such as China, India, Indonesia, the Philippines, and Thailand.

Although it’s ideal to set up local offices in these countries to get closer to the market, the overheads may be prohibitive. A good option is to do follow the ZenDesk strategy: they hired marketers in their San Francisco headquarters, who speak the language, understand the cultural nuances, and can follow local news the better to connect to foreign prospects. Build an international team right within your national office.

The Bottom Line

The SaaS market cannot be more exciting than it is today when businesses large and small are convinced of the power and convenience of the cloud. These ten SaaS marketing strategies can help you to do your job as a B2B marketer, to convince buyers to choose you.

Building Your SaaS Marketing Team

As an entrepreneur, you know full well that strategies won’t implement themselves. So, before you start rolling out the SaaS marketing tactics we’ve listed above, let us first discuss building your marketing team.

Marketing is multi-faceted. It involves a slew of processes that require knowledge of customer engagement, lead management, content marketing, and social media management to name a few. As such, you should build a SaaS marketing team that comprises marketing experts who specialize in different fields. To help you get started, we have listed down some of the professionals that you should consider for your team:

  1. Inbound Marketing Experts. Getting your brand name out there is one thing. Drawing your visitors in is a completely different story. This is where inbound marketers come in. They specialize in planning how to rake in potential customers by utilizing combinations of strategies such as CRM, SEO, social media marketing, and content marketing. By having inbound marketers in your team, it will be easier to get a grasp of what your target audience wants and come up with effective ways to catch their attention.
  2. Content Marketing Specialists. It makes you more credible as a brand if you are able to give your customers content that they need. However, creating good content is no easy feat. To be able to write engaging content that your customers would enjoy reading, you will need content marketing specialists on your team. You can task them to collaborate with other departments of your company to produce substantial articles that will be of help to target audiences and key stakeholders.
  3. Social Media Managers. Curating social media pages is an art in itself. For this, you will need help from social media marketers who are knowledgeable about the ins and outs of social networks. They are in charge of applying best practices for social media marketing, monitoring the right metrics, and targeting the right people on these sites so you can grow your audience and increase your conversions. Social media marketers are also in charge of interacting with customers on platforms like Facebook, Twitter, YouTube, and Instagram so that you get a deeper understanding of your relationship with your clients.
Allan Jay

By Allan Jay

Allan Jay is FinancesOnline’s resident B2B expert with over a decade of experience in the SaaS space. He has worked with vendors primarily as a consultant in the UX analysis and design stages, lending to his reviews a strong user-centric angle. A management professional by training, he adds the business perspective to software development. He likes validating a product against workflows and business goals, two metrics, he believes, by which software is ultimately measured.

Roger Lehman says:

Amazing Saas Marketing strategies covered which are very helpful for beginner to Advance level.

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