Let me confess… I was completely lost when it came to SaaS marketing.  What is SaaS marketing?

“Who Knew”… I thought?

 It sounded like a strange term: Software as a Service. But guess what? They say when the student is ready the teacher will appear -📚📚📚

Shortly after…

I accidentally stumbled into the massive world of SaaS marketing! (It’s bigger than I thought!)

Turns out, many of the marketing tactics I was already using were considered SaaS marketing strategies!  Now I’m excited to share this newfound knowledge with you. 

In this article, we’ll delve into the key aspects of what is SaaS marketing.  We’ll explore not just how to attract paying customers, but also how you can jump on the thriving SaaS marketing money-making bandwagon.💰

Ready to get SaaSafied? Let’s dive in!

What is SaaS Marketing- a cat sitting reading a book

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What is SaaS Marketing

OMG, where should I start with SaaS marketing?

SaaS marketing strategies are unlike traditional marketing, where you’re trying to catch a customer by hook or crook (I got that from Mom’s).

Even if the product or service may not be up to snuff, we push a button or wrap the product, then hide our hands.

No, No. No. No. … that won’t work for SaaS companies.


Because existing customers become more like friends than customers, our customers grow with us, they continue to pay even though we’re still working out the kinks.

So really, What is SaaS Marketing in plain English?


The global SaaS market is projected to reach a staggering USD 1,298.92 billion by 2030, reflecting a growth rate of over 400% since 2017. (Source: Grand View Research, 2023)

Here’s a simple equation:

SaaS = Software as a Service: It’s a way to say your software lives online, not on a disc.

Marketing: Making people aware of your service and why it’s the best!

Visualize This:

Imagine you sell a super online service instead of a physical product. People can’t buy it outright, but they can rent your service for a monthly fee – like a Netflix subscription!

A SaaS marketing strategy is all about the right people (your target market) knowing about your awesome service and convincing them to sign up and keep using it, month after month, year after year.

I know just what you’ve been looking for.

So, SaaS marketing is like the diva with the megaphone, constantly guiding potential customers to your offer, and showing them how easy it is to use your service.

This keeps them in your customer journey funnel, and they continue to pay for the service. It’s about building a community of raving fans.

SaaS Marketing: Your Key to Growth, Not Just Sales

SaaS marketing isn’t just about flashy ads and one-time sales. It’s a strategic approach to building lasting relationships with customers who use your subscription-based software.

Here are some key pointers:

man with glasses teaching SaaS Marketing
  • Target Perfect Customers: Find the right users fast, saving time and money on marketing.
  • Loyal Customers, Lucky Wallet: Users subscribe longer, maximizing your monthly recurring revenue stream.
  • Data Drives Decisions: Learn what users love, and constantly improve your software.
  • Build a Fan Club: Turn satisfied customers into brand advocates who spread the word for you.
  • Subscription Success: Move beyond one-off sales to predictable, recurring income.

84% of B2B businesses report that content marketing is their primary lead generation strategy. (Source: Content Marketing Institute, 2023)

Top SaaS Companies

Many people still don’t understand the impact, benefits, advantages, or purpose of SaaS marketing.

The SaaS software industry revolutionized marketing. It transitioned from clunky systems to the cloud. Even better, SaaS products provide access to powerful tools without hefty upfront costs or complicated maintenance.

However, the impact of SaaS goes far beyond convenience.

So, perhaps, we’ll take it a step further and explore some of the top SaaS companies’ names and services you use without realizing they’re categorized as SaaS (Software as a Service).

Let’s delve into the top players and unveil some unexpected benefits:

GoHighLevel CRM Image

1. GoHighLevel: They’re a new player on the SaaS block, serving 1.4 million businesses. GoHighLevel goes beyond the typical SaaS offering, providing an all-in-one marketing platform. It’s a one-stop shop for agencies and small businesses, integrating marketing, sales, and communication tools under one umbrella.

An unexpected perk? You can easily create workflows and integrations, eliminating the need for third-party providers or multiple software subscriptions, thus saving users time and money.

2. Zoom: Remember Zoom before the pandemic? It was just a video-conferencing tool. During and post-Covid-19, it’s become the go-to solution. Zoom transformed communication, enabling seamless virtual meetings for businesses and individuals alike.

 An unexpected benefit? Zoom’s impact extends beyond business; it facilitates long-distance learning, connects families across borders, and even fuels telemedicine advancements.

Zoom logo video conferencing
shopify logo

3. Shopify: E-commerce dreams come true with Shopify. This platform empowers anyone to build and manage an online store with ease. No longer will you have to deal with search engine optimization or other marketing strategy complexities. From product listings to secure payment gateways, Shopify handles everything so you can focus on your marketing strategy.

4. Canva: Graphic design isn’t just for professionals anymore. Canva offers user-friendly tools with drag-and-drop functionality, allowing your marketing team to create stunning visuals for social media, presentations, and marketing materials. Canva has over 100 million users worldwide. Now, that’s SaaS marketing at its finest!

canva logo image
slack logo

5. Slack: I must admit, I thought I would never use Slack until it became the perfect solution for our quick-response communication issues.

 Collaboration has never been easier with Slack’s chat-based platform. Marketing teams can communicate instantly across departments, share files, and streamline workflows.

A little-known fact: Slack wasn’t initially designed for business communication; it was an internal tool for a game development company. John Maxwell calls that “failing forward.


The cost of acquiring a new customer can be 5 times more expensive than retaining an existing one. (Source: SuperOffice CRM, 2023)

These are just a few of the immeasurable SaaS businesses transforming how we live, work, and play.

The benefits are undeniable – automatic updates, affordability, scalability, and access to cutting-edge features without the burden of infrastructure and maintenance management.

Whether you’re a seasoned entrepreneur or a newbie, SaaS offers the tools, support, and resources for providers and users.

One Effective SaaS Marketing Strategy Everyone Can Model

In the aggressive world of SaaS, standing out requires more than making a funny face, it requires a strategic approach. While paid advertising can grab attention, a powerful, often overlooked marketing strategy is “content marketing”.

Your assets marketing efforts aren’t just about churning out blog posts. It’s about creating content that’s valuable, informative, and resonates with your new customers. This establishes you as an expert, builds trust, and attracts paying customers organically.

Here’s why content marketing is a game-changer for SaaS:

Enhance Search Engine Optimization: High-quality content optimized for relevant keywords can boost search-engines rankings. This translates to organically driving more website traffic and new customers who are already attracted to what you offer.

Educates and Informs:  Provide beneficial content like tutorials, case studies, and industry insights. This positions you as an authority and demonstrates the value SaaS can bring.

Builds Relationships: Engaging content promotes trust and connection with your target audience. They see you as a hand-up, not a handout. You are seen as a helpful resource, making them more likely to select your SaaS solution.

Cost-Effective Marketing Strategy:  Compared to paid advertising, content marketing offers long-term value. Quality content keeps attracting visitors even after the ink has dried, maximizing your marketing budget.

grammarly logo
Case Study

Case Study: How Grammarly Grew with Content

Grammarly, a leading grammar-checking SaaS, is a prime example of information marketing success.  They didn’t rely solely on paid ads instead, they focused on creating informative blog posts, articles, and even interactive writing challenges.

This valuable content attracted millions of users, establishing Grammarly as a trusted resource for writers of all levels.

Here’s a simple content marketing strategy you can implement:

  • Identify Your Audience:  Understand their pain points and content preferences.
  • Content Calendar: Plan a schedule for blog posts, social media content, and other formats.
  • Optimize for Search Engines:  Research relevant keywords and use them strategically in your content.
  • Promote Your Content:  Share it across social media platforms, email newsletters, and relevant online communities.
  • Track and Analyze:  Measure your results and adjust your strategy based on performance data.

By consistently creating valuable content, you nurture leads, establish brand authority, and ultimately convert them into loyal SaaS customers.

Remember, content writing is a long-term plan, but the rewards of organic growth and customer loyalty are well worth the effort.

Examples of Everyday Use SaaS Products

Here are some practical SaaS products you might encounter in your everyday life:

Often when we think of SaaS products, we envision a nerdy guy with glasses, trying to explain why we need this thing that we never knew existed- Neither do we think we need.

 Well …OK, that was me…

But didn’t you?

 I bet you didn’t think about the services I’ll share with you… These aren’t useless random stuff; these are must-haves. That reminds me of another huge SaaS benefit, I’ll go into more detail about that later.

Here are some I’ll cut you if you touch my… (figuratively) SaaS Product or Service

  • Music Streaming: Platforms like Spotify, Apple Music, and YouTube Music offer on-demand access to millions of songs for a monthly subscription. (now go ahead and say Amen!)
  • Cloud Storage:  Services like Dropbox, Google Drive, and Microsoft OneDrive allow you to store your files online, access them from any device, and share them with others.
  • Project Management: Tools like GoHighLevel, Trello, and Monday.com help marketing teams create content, organize tasks, collaborate on projects, and account-based marketing.
  • Graphic Design: Platforms like Canva and Adobe Creative Cloud offer design tools and templates to create social media graphics, presentations, and marketing materials.
  • Email Marketing:  Services like Mailchimp and Constant Contact allow businesses to design and send email campaigns and increase customer retention.

Explaining SaaS Business-

store front that sold dvd -instead of SaaS

“If you’re over 15 years old, then I know you’ve heard the saying, ‘You can make more money selling the shovel than digging for gold.’

That sums up business-to-business (B2B) SaaS marketing. B2B SaaS marketers sell software solutions to businesses as opposed to individuals.

So, you can imagine how much quicker you can build a community and increase profits.”

“Explaining SaaS: Think Netflix! -OK, here’s a little more info.

Netflix operates on a subscription-based business model. About a decade ago, a company called ‘Blockbuster’ was busting butt.

Although, you would have to visit the physical store rent the video, and return it. Today, we use SaaS, which is subscription-based.

Immediately, you can see the difference.

Needless to say, that dramatically reduces overhead and other expenses. It also can give customers more choices. All around, it’s an easier, better opportunity for customers and businesses.

“SaaS can be likened to subscribing to a streaming service rather than purchasing individual DVDs. Just as Netflix grants access to a vast library of movies and shows without owning physical copies,

SaaS provides users with on-demand access to software applications hosted on remote servers. In fact, according to recent research, SaaS sales are projected to dominate 85% of software marketing by 2025.

How is SaaS Marketing Measure? And Why is it Important?

Are you confused about SaaS metrics? Imagine running a bakery blindfolded!

You have no idea how many cookies you sell or how much flour you need. Whoops!

SaaS metrics are your oven mitts in this SaaS marketing plan, protecting you from the heat (bad decisions) and helping you bake the perfect batch (successful SaaS company).

You track things like Customer Acquisition Cost (like buying ingredients) – how much it costs to get a new customer – and churn rate (how many stop buying your cookies).

By measuring these key SaaS marketing metrics, you can develop winning SaaS strategies and bake a delicious recipe for your SaaS business’s success! 

SaaS metrics words in center of graphic ; 6 SaaS acronyms key metrics

Understanding the Language of SaaS: A Glossary of Key Terms

SaaS can be a tongue-twister and a mind-bender. That’s why we decided to break down key terms to help you navigate this exciting world of SaaS marketing.

Learning these few terms will make a big difference. You’ll not only understand how to choose the best SaaS product for your business, you’ll learn what to expect, and you’ll also learn what your clients need if you’re thinking of marketing SaaS products as a passive income stream.

Here’s a breakdown of some essential SaaS marketing terms you need to know, along with what they mean for you and what you can do to get improved results:

image of books, to learn SaaS terms

Glossary of SaaS Terms:

Churn Rate

  • Churn Rate: What it Means: The percentage of customers who cancel their subscription within a given period (usually monthly or annually).
  • Why it Matters: A high churn rate means you’re losing paying customers, impacting your revenue stream.
  • What You Can Do: Identify reasons for churn (e.g., lack of value, poor user experience). Address those issues by improving your product or services, offering better customer support, or providing onboarding resources.


  • Freemium: What it Means: A business model that offers a basic version of a service for free, with premium features available for a subscription fee.
  • Why it Matters: This can be a great way to attract new customers, but it’s crucial to convert them to paid plans.
  • What You Can Do: Make the free version valuable but limited, highlight the benefits of premium features, and offer targeted promotions to free users.


  • MVP (Minimum Viable Product): What it Means: A basic version of a software product with enough features to attract early users and validate market fit.
  • Why it Matters: An MVP helps you test your product idea with real users before investing heavily in development.
  •  What You Can Do: Gather feedback from early users to refine your product and ensure it addresses their needs. 

Subscription Economy

  • Subscription Economy: What it Means: A business model where customers pay a recurring fee to access a service or product.
  • Why it Matters: SaaS falls under this model, offering predictable revenue streams.
  • What You Can Do: Provide ongoing value to your customers through updates, new features, and excellent customer service to retain them for the long term.

Customer Lifetime Value (CLV)

  • CLV: What it Means: Customer Lifetime Value is a metric that estimates the total revenue a business can expect to generate from a single customer throughout their entire relationship with the company. 
  • Why it Matters:  CLV helps businesses understand the overall value of their customers. A high CLV indicates strong customer loyalty and recurring revenue.
  • What You Can Do: Focus on providing excellent customer care, incorporate loyalty programs, and upsell and cross-sell relevant services or products.

By understanding these key terms and taking action to improve areas like churn, you can navigate the world of SaaS and make informed decisions that fuel the success of your small business.

FAQ SaaS Marketing

What is the target audience for SaaS?

The target SaaS audience is businesses of all sizes looking for software solutions to improve daily operations, drive website visitors, increase productivity, and generate qualified leads. SaaS caters to company types across the spectrum, from finance, sales, marketing, and human resources.

What is the difference between digital marketing and SaaS marketing?

You can view digital marketing as traditional marketing, except it’s online. Here’s the difference, with digital marketing you employ online marketing channels to sell your product. This is repeated through a sales cycle to attract prospective customers.

Conversely, SaaS marketing reverses the process. Their strategic marketing strategy focuses on building a dedicated community of ideal customers. These loyal fans will buy the same service or product month after month, generating monthly recurring revenue.

How do I become a SaaS Marketer?

Becoming a SaaS Marketer isn’t as hard as you may think. However, there are a few paths you can take. You can create your own product or service or become a reseller or affiliate marketer for an existing company.

You can start by selecting a product or service you proudly stand behind. Learn everything possible about your target market and product.

How big is the SaaS market?

The SaaS market is massive and rapidly growing, expected to reach USD 1,298.92 billion by 2030. In 2022 alone, it reached USD 257.47 billion, up from USD 215.1 billion in 2021. (Source: Global SAAS Market 2021)


72% of customers say they only engage with marketing messages that are personalized and relevant to their needs and interests. (Source: Epsilon, 2022)


Phew! We’ve delved deep into the world of SaaS marketing, and hopefully, filled any gaps you might have had. But before you jump in and conquer the SaaS marketing landscape, let’s solidify those key takeaways with a quick recap.

Now that you know “what is SaaS marketing”, you have to know that SaaS marketing isn’t just flashy paid ads.

Instead, it’s a strategic marketing approach to building lasting relationships with your target audience who love your subscription-based service. It’s about nurturing a community of raving SaaS customers who are dedicated to the product or service.

Here’s the magic of SaaS marketing:

Target Ideal Customers:  Laser focuses your SaaS marketing efforts on acquiring your target customers, saving you time and money.

Raving Fans, Spend Money:  Cultivate a base of excited, long-term for predictable monthly recurring revenue.

Data-Driven Decisions:  Make data-driven choices based on user insights to improve your SaaS product.

Build a Community:  Turn satisfied customers into a broadcaster who spread the word naturally.

This is just the tip of the iceberg. SaaS marketing empowers you to craft targeted campaigns, personalize the customer journey, and leverage content marketing to establish yourself as a thought leader.

Remember, the SaaS topography is ever-evolving. By embracing effective SaaS marketing strategies and staying updated on the latest trends, you’ll be well on your way to beating the competition and achieving #SaaSMastery.

So, ditch the outdated marketing tactics and unlock the potential of SaaS marketing. Start crafting your winning SaaS strategy today and watch your SaaS marketing success soar!

Have you made your decision on your SaaS Marketing strategy yet? Let us know your thoughts!

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