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What Is Saas Digital Marketing? A 2023 SaaS Marketing Guide


SaaS, or software as a service, has gained popularity as a business concept. with companies offering cloud-based applications and software on a subscription basis. As a result, SaaS marketing has also grown in importance for companies looking to acquire and retain customers. This guide will examine critical aspects of SaaS digital marketing and how to succeed with a SaaS marketing strategy in 2023.

SaaS Digital MarketingMarketing

SaaS Digital MarketingMarketing​

SaaS marketing refers to the strategies and tactics used to promote and sell software delivered via the cloud on a subscription basis. The main goals are to generate leads, nurture prospects, and drive conversions by communicating the value proposition of the SaaS offering. Common SaaS marketing activities include content marketing, SEO, Paid advertising, email marketing, and social media marketing.

SaaS Digital Marketing 

SaaS digital marketing utilizes online channels and digital tactics to achieve SaaS marketing goals. This includes both inbound and outbound approaches:

  • Inbound SaaS digital marketing focuses on attracting visitors to the company website via relevant, valuable content and SEO. This allows prospects to find the SaaS organically as they search for solutions online.
  • Outbound SaaS digital marketing proactively targets and engages potential customers through email, social media ads, and pay-per-click advertising. This allows a SaaS company to reach people who may benefit from their offering directly.

SaaS Digital Marketing Agency

SaaS Digital Marketing Agency​

Many SaaS companies partner with a specialized SaaS digital marketing agency to handle marketing activities. These agencies have expertise in promoting SaaS solutions and experience driving results for SaaS clients. Services may include:

  • SaaS SEO – optimizing the website and content to rank highly in search engines.
  • SaaS content marketing – creating blogs, guides, and other assets to attract and engage prospects.
  • SaaS social media marketing: managing social media accounts, advertising, and engagement.
  • SaaS Email marketing: sending targeted emails such as newsletters and nurturing sequences.
  • SaaS paid advertising: managing pay-per-click, display, and other paid ad campaigns.
  • SaaS marketing analytics: tracking key metrics and generating reports to optimize efforts

SaaS Marketing Agency

SaaS Marketing Agency ​

Along with digital marketing services, a full-service SaaS marketing agency can provide strategic support and execute integrated campaigns across channels. This includes services like:

  • SaaS market research: analyzing the competitive landscape and identifying opportunities
  • SaaS marketing strategy development: creating a strategic plan to achieve business goals
  • SaaS marketing campaign management: planning and executing multi-channel campaigns.
  • SaaS brand building: developing branding, messaging, content, and assets.
  • SaaS lead generation: running campaigns focused purely on capturing new leads.

An effective SaaS marketing strategy aligns activities to business objectives, considering the competitive landscape, unique value proposition, and target buyer personas. Key elements may include:

  • Defining the business goals and KPIs for SaaS marketing.
  • Researching competitor offerings and identifying differentiation opportunities.
  • Creating detailed buyer personas and understanding the prospect journey.
  • Developing core brand messaging and positioning statements.
  • Selecting and optimizing marketing channels to focus on.
  • Planning campaigns and assets to attract, nurture, and convert clearly defined segments.
  • Establishing processes to continually test, measure, and improve marketing.
B2B SaaS Marketing

SaaS solutions are typically sold to other businesses in a B2B model. B2B SaaS marketing must focus on a considered procurement process involving multiple stakeholders. Strategies include:

  • Creating personalized, targeted content for different roles in the buying process.
  • Nurturing prospects with helpful content to guide them through the buyer’s journey.
  • Promoting product trials and free tiers to allow hands-on product experience.
  • Developing reputable thought leadership content around industry pain points.
  • Highlighting credible case studies, testimonials, and customer stories.
  • Focusing on relationships, not just transactions.
SaaS Marketing Company

There are specialized SaaS marketing companies that solely focus on promoting SaaS businesses. These agencies have the in-house expertise to execute and optimize SaaS marketing programs. When researching SaaS marketing companies, look for the following:

  • Specific SaaS marketing experience – case studies, client results.
  • Technical expertise – analytics, attribution modelling, funnel optimization.
  • Industry knowledge and relationships with influencers.
  • Specialized services like account-based SaaS marketing.
  • A collaborative approach focused on ROI, not just tactics.
SaaS Marketing Metrics

Like any marketing, SaaS marketing success depends on tracking and optimizing based on key performance indicators (KPIs). Important SaaS marketing metrics include:

  • Website Traffic
  • Leads generated
  • Newsletter subscribers
  • Content engagement
  • Sales qualified leads
  • Lead to customer conversion rate
  • Customer acquisition cost
  • Customer lifetime value
  • Churn rate
  • Net dollar retention

Monitoring these SaaS metrics enables data-driven marketing decisions.

SaaS Marketing Services
SaaS Marketing Services ​

The critical services provided by SaaS marketing agencies include:

  • SaaS Marketing Strategy: Creating Targeted Marketing plans.
  • SaaS Website Optimization – Improving website UI/UX and conversions.
  • SaaS SEO – Boosting organic rankings and traffic.
  • SaaS Content Marketing – Producing marketing assets – blogs, ebooks, webinars etc.
  • SaaS Social Media Marketing – Managing social media presence and advertising.
  • SaaS Email Marketing – Developing nurturing email campaigns.
  • SaaS Paid Advertising – Pay-per-click, display, and social media ads.
  • SaaS Marketing Analytics – Dashboards, reporting, and optimization.
  • SaaS Account-Based Marketing – Targeting high-value accounts.

SaaS Marketing Funnel

SaaS Marketing Funnel ​

The SaaS marketing funnel provides a framework for leading prospects through the customer journey. The horn consists of stages like:

  • Awareness: Attracting potential customers through organic and paid channels.
  • Interest: Engaging visitors and capturing leads through content offers.
  • Evaluation: Nurturing leads by providing helpful information to guide the buying process.
  • Conversion: Converting qualified apps into paying customers through demos and trials.
  • Expansion: Upselling and cross-selling additional products and features
  • Retention: Maintaining customer satisfaction and loyalty to minimize churn

SaaS Marketing Plan

A comprehensive SaaS marketing plan brings all the strategies and tactics together. Key components include:

  • Executive Summary: A High-level overview of crucial goals and strategic focus
  • Market Analysis: Research the competitive landscape, target personas, and trends.
  • Value Proposition: What unique value does SaaS provide to customers?
  • Content Strategy: Plans for developing content assets – blogs, ebooks, case studies, etc.)
  • Channel Strategy: Which marketing channels will be leveraged and how.
  • Campaigns: Specific campaign plans mapped to the funnel
  • Budget: resource allocation across activities and teams.
  • Metrics: KPIs used to track performance and ROI.
  • Oversight: Governance model and frequency of reporting and optimization.

SaaS Marketing SEO

SaaS Marketing SEO ​

SEO is critical for companies to gain visibility and website traffic. Key SaaS SEO tactics include:

  • On-page optimization: Site structure, URLs, title tags, meta descriptions, and content
  • Technical SEO: site speed, mobile optimization, structured data markup
  • Content development: blogs, guides, and resources focused on target keywords.
  • Link building: earning backlinks from relevant websites to boost authority.
  • Local SEO: optimization for local search results.
  • Review management: monitoring and responding to reviews on third-party sites.
  • Competitive analysis: tracking rankings against competitors

SaaS Marketing Automation

SaaS marketing automation platforms like HubSpot and Marketo allow companies to nurture prospects with personalized content, automate repetitive tasks, and track customer data. This improves the efficiency and ROI of SaaS marketing. Key functionality includes:

  • Lead scoring and nurturing: automatically delivering content based on prospect engagement.
  • Landing page and email campaign creation: quickly building optimized pages and emails.
  • Workflow automation: creating sequences of triggered actions to execute campaigns.
  • CRM integration: managing all prospect and customer data in one system
  • Reporting: tracking marketing performance across channels to identify opportunities.

SaaS Marketing Team Structure

SaaS Marketing Team Structure ​

For SaaS companies, the marketing team may be structured with roles such as:

  • CMO: Provides overall leadership and strategy.
  • VP Marketing: Manages marketing directors and budgets.
  • Content Marketing Manager: Oversees content strategy and creation.
  • Social Media Manager: Manages daily social media activities.
  • Email Marketing Manager: Creates and manages nurturing email campaigns.
  • SEM Manager: Oversees paid search and display ad campaigns.
  • Marketing Operations Manager: Manages systems, analytics, and operations.
  • Graphic Designer: designs visual assets.
  • Marketing Analyst: tracks performance and provides reporting.
SaaS Marketing Plan Template

A SaaS marketing plan template ensures consistency and alignment across the organization. The template outlines sections covering:

  • Executive Summary
  • Goals and KPIs
  • Target Audience Personas
  • Market Analysis
  • Differentiation and Positioning
  • Content Strategy and Editorial Calendar
  • Paid Media Plans
  • Campaign Execution Timelines
  • Detailed Budget
  • Expected ROI
  • Measurement and Optimization Plan

A template allows SaaS marketers to follow a proven structure while customizing the plan to their specific offering, audience, and strategic priorities.


As more businesses adopt remote work and cloud-based solutions, SaaS marketing will become increasingly vital for software companies to win market share. A strategic approach that blends inbound and outbound tactics tailored to the target audience will be critical for growing awareness, generating high-quality leads, and driving conversions in the SaaS industry.
Companies that continuously test, measure, and refine their SaaS marketing efforts based on data-driven insights will see the greatest return on investment in 2023 and beyond.

FAQ About Saas Marketing

Q: What are some key SaaS marketing trends to watch in 2023?

A: Top SaaS marketing trends include an increasing focus on account-based marketing, more personalized and segmented campaigns, expanded use of marketing automation and AI, and video content rising in importance.

Q: How can a SaaS startup with a limited budget succeed with marketing?

A: Low-cost tactics like SEO, organic social media, co-marketing, guest posting, influencer partnerships, and opting for self-serve ad platforms can help SaaS startups maximize reach on a budget. Free trials and freemium models also attract leads.

Q: What are the most critical SaaS marketing metrics to track?

A: Vital SaaS marketing metrics include website traffic, leads generated, email list growth, content engagement, sales qualified lead conversion rate, customer acquisition cost, lifetime value, churn rate, and net dollar retention.

Q: How should a SaaS company structure their marketing team?

A: At a minimum, core roles like a CMO, content marketing manager, email marketing manager, SEM manager, and marketing operations manager cover strategy, content, nurturing, paid ads, and operations. Expand from there based on needs.

Q: What are some examples of effective SaaS content marketing assets?

A: Impactful content assets for SaaS include ebooks, whitepapers, blog posts, webinars, videos, guidebooks, case studies, product updates, and infographics that provide value and help guide the buyer’s journey.

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