Top SaaS marketing events of 2024

As a result of the SaaS industry boom, numerous SaaS conferences are occurring worldwide, both online and offline, offering valuable opportunities for SaaS marketing experts. From dynamic conferences to more intimate workshops, these gatherings provide invaluable insights, networking opportunities, and inspiration for SaaS marketers across the spectrum.

So, without further ado, let’s dive into some of the top-tier SaaS marketing events of 2024.

1. Demand Conf 2024 – By Skale

Date: 1st & 2nd of May

Location: Online

Price: Free

Overview: DemandConf 2024 is designed for Heads of Demand Gen, VPs of Marketing, and Heads of Growth in SaaS companies. Featuring speakers from industry leaders like Miro, Loom, Slack, Typeform, and Hotjar, it offers actionable insights for SaaS marketers. Save your seat and learn about effective demand generation through paid ads, core growth marketing principles, and the future of demand generation. Topics include revenue-driven SEO strategies, AI’s impact on demand generation, and privacy-focused marketing.

2. SaaS Open 2024

Date: 28th & 29th of March 

Location: Austin, Texas

Price: from $597

Overview: SaaS Open is the premier event tailored for founders seeking genuine insights and practical strategies in the SaaS arena. Its agenda boasts dynamic keynotes delivered by fellow founders, offering authentic tales from the trenches supported by tangible evidence. With fast-paced 20-minute keynotes presented in a TedX-meets-interview style, attendees can expect never-before-disclosed tactics and strategies.

3. SaaStock USA 2024

Date: 13th-15th of May

Location: Austin, Texas

Price: from $559

Overview: At SaaStock USA, you can connect with over 1500 SaaS founders, investors, and operators—your peers, customers, and prospects. Whether you prefer strategic networking via their AI-powered app or serendipitous encounters at the opening party, they got you covered. Gain actionable insights from speakers who share invaluable experiences and lessons learned, empowering you to drive your SaaS forward. Break down barriers between founders and investors, secure funding, and explore investment opportunities through our Global Pitch Competition and Investor Speed Networking. 

4. MozCon 2024

Date: 3rd & 4th of June

Location: Seattle, Washington

Price: from $299

Overview: Marketers from all backgrounds are welcomed to join MozCon for a forward-looking exploration of the digital marketing landscape. During MozCon, attendees will learn from industry experts about cutting-edge topics such as ChatGPT, E-A-T, and TikTok, as well as the latest ranking factors and algorithm updates shaping SEO and content marketing. On top of that, they’ll have the opportunity to network with peers and gain valuable insights to stay ahead in the ever-evolving digital marketing landscape.

5. SaaStr Annual 2024

Date: 10th-12th of September

Location: Boston, USA

Price: from $749

Overview: If you want to experience the essence of SaaS community events then you should visit SaaStr Annual 2024 – an event uniting 13,000+ executives, founders, and VCs. Over three days, you will dive into 100+ tactical sessions led by world-renowned founders and emerging voices. Connect with 250+ speakers from top SaaS companies globally and engage in 2000+ networking opportunities, including mentoring sessions and 1-on-1 meetings. 

6. B2B Rocks 2024

Date: 25th & 26th of September 

Location: Paris

Price: from €429

Overview: B2B Rocks offers a comprehensive two-day event focused on SaaS and Growth, hosted at Station F, the world’s largest startup campus. This gathering draws over 3,000 SaaS and B2B leaders, including founders, VCs, and executives. Attendees can expect a deep dive into Growth-focused content with 60+ Talks, covering keynotes, panels, and masterclasses led by 150 industry experts. Dedicated networking areas are available for attendees to connect, alongside relaxed spaces for work. 

7. SaaStock Dublin

Date: 14th-16th of October

Location: Dublin, Ireland

Price: from €550

Overview: SaaStock Dublin gathers a global community of over 5,000 SaaS business owners, founders, executives, and investors with a shared mission: to facilitate the growth of SaaS organisations. Over three days, attendees can expect actionable insights and learnings from industry leaders tailored to scaling SaaS businesses. From immersive workshops to engaging sessions, participants have an opportunity to gain valuable knowledge and network with industry experts. SaaStock Dublin is the ultimate destination for SaaS professionals looking to elevate their strategies and connections.

8. Future of SaaS

Date: 8th of November

Location: London, UK

Price: from £795

Overview: This event features more than 25 speakers and attracts 100 attendees from 75 companies. Over the course of a single day, you will be able to delve into crucial topics led by SaaS leaders. These include strategies for scaling your business, leveraging AI automation, enhancing security measures, implementing agile development practices, optimising user adoption strategies, refining pricing structures, curating an effective tech stack, fostering collaboration between sales and marketing teams, and utilising customer feedback to drive product improvements.

Why should you attend SaaS marketing events in 2024

As we dive into 2024, the significance of attending SaaS marketing events has never been greater. These events serve as platforms to delve into the latest trends in SaaS marketing, technology, and beyond. Moreover, they serve as ideal hubs for networking, enabling professionals to forge new connections, engage with industry leaders, and cultivate enduring business partnerships. Here are some valid reasons why you shouldn’t miss these events:

Stay on top of emerging trends

From the rise of AI-driven marketing automation to the challenges of customer retention in a saturated market, SaaS marketers face many opportunities and obstacles. Attending industry events is essential for navigating these challenges and capitalising on emerging trends.

Networking opportunities

SaaS marketing events bring together professionals from across the industry, including marketers, entrepreneurs, investors, and thought leaders. These events provide invaluable networking opportunities to build meaningful relationships that can lead to collaborations and partnerships.

Learn from industry experts

Most SaaS marketing events feature keynote speakers, panel discussions, workshops, and presentations by industry experts and thought leaders. By attending these sessions, you gain access to valuable knowledge, best practices, and insider tips that can help elevate your marketing strategies and tactics.

Discover new tools and technologies

The SaaS ecosystem is overflowing with innovative tools and technologies designed to streamline marketing processes, enhance customer engagement, and drive growth. Virtual and online events often showcase the latest tools and solutions through exhibitor booths, demonstrations, and product launches, allowing you to explore and evaluate new options for your marketing stack.

How to make the most of SaaS marketing events

Now that you know which events to attend, it’s time to make the most of your experience. 

Here are a few tips to help you get the most out of SaaS marketing events:

• Network like a pro: Don’t be afraid to strike up conversations with other attendees and speakers.
• Attend strategically: Plan your schedule in advance and prioritise sessions and workshops that align with your goals and interests.
• Take notes: Bring a notebook or use a note-taking app to jot down key takeaways and action items.
• Follow up: After the event, follow up with the people you met and continue the conversation.

Today the opportunities for SaaS marketers are boundless. By attending industry events like Demand Conf, SaaS Open, and B2B Rocks, you’ll gain the knowledge, insights, and connections you need to thrive in the world of SaaS marketing. So mark your calendars, book your tickets, and get ready for an exciting year of learning and growth!

Over time, expertly crafted copy helps reduce churn, increase MRR, and improve conversions and brand visibility. 

That’s why the global copywriting market is expected to reach $42.22 billion by 2030, with copywriting as one of the most in-demand marketing skills. Thankfully, there’s no shortage of specialized SaaS copywriting agencies to choose from. 

But when searching for a SaaS copywriting agency, you need to know what to look for. For instance, expertise in content writing doesn’t necessarily mean mastery in copywriting:

• Copywriting focuses on short, persuasive messages that spark immediate action, like signing up for a free trial, making a purchase, or subscribing to a tool
• Content writing focuses on longer-form articles, guides, and ebooks that attract and inform a specific customer profile

To help you find the best partner for your needs, we’ve compiled a list of seven leading agencies that specialize in creating high-converting copy for SaaS companies.

1. Skale: The best SEO copywriting agency for SaaS

Skale is a leader in SaaS SEO and provides premium copywriting services in this space. All their content is strategized and briefed by SEO specialists, and is informed by a user-centric approach to content that provides a highly targeted experience for your readers.

Plus, Skale will reach out to experts in your niche, to ensure your content is expert-led, ultra-relevant, and drives revenue for your business. 

Here’s a glimpse at their proven SEO copywriting process:

1. SaaS SEO experts write comprehensive copywriting briefs based on extensive topic and competitor research
2. They work with your in-house team to align on brand voice and capture your POV
3. They conduct expert outreach to secure valuable quotes and insights and elevate the credibility of your content 
4. Your copy is produced by niche-specific, professionally vetted writers
5. Your copy is reviewed and optimized by a senior editor
6. The final draft is uploaded to your CMS

And instead of vanity metrics like rankings and clicks, the Skale team focuses on real business KPIs—sales-qualified leads (SQLs), qualified signups, and MRR — and offer complete transparency on their results. 

They work with top SaaS players, such as HubSpot and Usertesting, and have delivered impressive results, like:

• Increasing Perkbox’s organic non-brand SQLs by 102%
• Driving a 200% increase in signup conversion rate for Maze

Besides copywriting, their SEO content offerings include:

• Alternative pages
• Checklists
• Competitor comparison pages
• Content hubs
• Guides
• Landing pages
• Listicles

Pricing: From $4,000/month

Best for: Expert-led copywriting powered by SEO

“I brought on Skale to support Wealthimple’s ambitious customer acquisition goals. Within weeks of working together, they secured high-quality niche-specific links that moved the needle—not just in terms of rankings and traffic but also in terms of new customer acquisition and revenue. We’re now building a data-driven model to guide our decision making which is critical because resources are finite.

Skale is different to most agencies because they’re actually SEO experts and have worked in-house at other SaaS & tech brands. I highly recommend them to anyone looking to scale in the SEO space.” — Padraig O’Connor, Growth Manager at Wealthsimple

2. Lewis Commercial Writing

Lewis Commercial Writing is a SaaS copywriting studio in Texas. Run by husband-and-wife duo Alex (a SaaS copywriter) and Sarabeth (a UX writer), who each bring unique expertise to the table when helping their clients. 

Lewis Commercial Writing craft personality-driven copy, emulating their customers’ language and using proven conversion copywriting formulas. 

So far, they’ve helped their clients appear in major publications such as Forbes, PBS NewsHour, Entrepreneur, and Yahoo! Finance. They’ve also been interviewed by many of these publications, sharing expertise on writing, entrepreneurship, and freelancing. 

The duo has written ebooks for brands like AppSumo, resulting in over 5,000 downloads. They also specialize in writing story-driven case studies, by capturing their clients’ success stories in a timeline format that highlights key work and achievements. 

Their services include:

• Brand strategy
• Ghostwriting 
• Lead magnets
• Media pitching
• UX copywriting
• Website copywriting

Pricing: 

• Done-for-you lead magnet campaigns: Starts at $3,000
• UX writing: Starts at $5,000 
• 5 pages of website copy: $10,000–$15,000 

Best for: Ghostwriting and UX copywriting

3. SaaSBoost.io

SaaSBoost.io is an outbound lead generation-focused copywriting agency that helps early-stage SaaS startups break into new markets and establish brand credibility. 

They aim to gain inbound and organic traffic for their clients and convert users via signups, trials, and demos using a well-constructed funnel.

While copywriting is available as a standalone service, SaaSBoost.io can also be an extension of your inbound and outbound sales team — taking care of sales and business development operations for you. 

Their approach typically involves integrating useful content into outbound outreach sequences, which helps to nurture and convert their clients’ leads. And to ensure they understand your customers inside and out, they use tools like Dealfront and Apollo.io. After identifying B2B buyers, they analyze first-party intent data from your website visitors, and then create user personas. 

Some of their best work includes roundup posts, competitor comparison pages, and tutorials for brands like Intuizi, Listly, and Envato. 

SaaSBoost.io offers:

• SaaS content marketing
• Outsourced sales for B2B SaaS
• Outsourced lead qualification
• Personalized sales outreach

Pricing: Starts at $2,000/month

Best for: Outsourcing lead qualification

4. Highway One Marketing

Highway One Marketing is a digital marketing agency for small businesses that covers strategy, implementation, and communication. Their top copywriting service offerings include pay-per-click (PPC) ads copywriting, website copywriting, and email newsletters.

They aim to help businesses grow by creating thoughtful and value-driven strategies, and by delivering excellent customer service. 

Besides offering out-of-the-box marketing services, they conduct in-person and virtual marketing training sessions on platforms like Google Analytics, Google Ads, and Meta Business Suite. They’re also experts at getting your products found on Amazon search and running social ad campaigns that connect you with the right audience. 

Their services include:

• Content strategy and creation
• Email marketing
• Social media marketing
• PPC advertising

Pricing: Custom

Best for: Content strategy, PPC ads

5. Campfire Digital

Campfire Digital is a digital marketing agency that specializes in integrated online campaigns for small businesses. 

For their client, Timber, they expanded the reach of their Facebook and Instagram ads to over 100,000 people, resulting in 160 registrations for a 150-unit development’s waiting list. 

They offer a free evaluation of your website and social media where they’ll analyze site and mobile optimization, copy effectiveness, design, and more. Based on their assessment, they’ll offer you tips and best practices to improve your social media presence and enhance the look and feel of your website. 

Their services include:

• Copywriting, blogging, and content marketing
• Email marketing
• Online advertising
• Social media
• UI/UX design, app design, and graphic design
• Website design and development
• Website maintenance

Pricing: Custom

Best for: Website design, PPC ads

6. Swaycopy

Swaycopy is owned and run by SaaS content specialist Josh Garofalo. Unlike many copywriters, Josh lives and breathes data-driven, and technology-infused copy that moves the needle on MRR. 

He has worked with top players in the SaaS world—such as Hotjar, HubSpot, and Unbounce—helping them get more leads and sales with targeted copy that speaks to the right audience and is improved and refined by a sea of client performance data. 

Garofalo has managed to produce great results, like generating 200+ enterprise leads from an email campaign and a 35% increase in demo requests, all due to his extensive research and discovery process, and his conversion-focused copywriting.

Swaycopy services include:

• Pricing page strategy and copywriting
• Landing pages
• A/B testing and conversion optimization
• In-app onboarding microcopy
• Onboarding emails
• Long- and short-form sales page copywriting
• Sales emails

Pricing: Custom

Best for: Conversion copywriting, email copywriting

7. CaaSocio

CaaSocio focuses on building a pipeline of B2B SaaS leads for their clients in just six months. They act as your in-house team and offer full-service sales and marketing alignment to optimize your targeting, sales deck, and sales copy. 

They follow a detailed customer acquisition roadmap that involves identifying your ideal client profile and refining your positioning based on sales data. From your sales pitch, sales assets, outreach messages, and LinkedIn profiles, they’ll rework and optimize everything to strengthen your messaging. 

CaaSocio has a team of 1,000+ copywriters with experience in the SaaS space. They’ve helped companies like RedTrack triple their engagement in just a week. Their strategy involved improving messaging on high-traffic pages and creating follow-up sequences for leads who interacted with the chatbot.

Their copywriting services include:

• Website copywriting 
• Product messaging 
• Brand positioning 
• Email marketing

Pricing: Custom

Best for: B2B sales outreach strategy, website copywriting

Boost brand visibility and qualified traffic with the #1 SaaS SEO copywriting service

Effective copywriting takes years to master. To reap its benefits for your business, partnering with a reputable copywriting agency or service provider is the best way to improve your brand positioning and optimize your conversions. 

Look for a SaaS copywriting agency with a proven track record of driving success for SaaS companies. 

As a SaaS SEO agency, Skale leverages experts across growth SEO, on-page SEO, content creation, technical SEO, and outreach. Our team has exclusive insights across dozens of leading SaaS brands. 

Between crafting conversion-focused copy that drives real business KPIs, to creating user-centric copy to improve your brand messaging, Skale serves all your SEO copywriting and content writing needs. 

Schedule a free consultation call with Skale to discuss your copywriting and content marketing requirements today.

That’s why investing in a solid SaaS content marketing strategy to attract and convert your ICP, increase brand awareness, and ultimately drive new customer acquisition is a must.

For that, you need to partner with a specialist SaaS content agency that’s capable of driving real business metrics. 

Consider factors such as:

• Proven SaaS industry experience
• A track record of exceptional 10x content
• Impact analysis and reporting services
• Alignment with your brand’s key performance indicators (KPIs)—like sales or product qualified leads, qualified signups, or monthly recurring revenue (MRR)
• Success stories and testimonials from their customers

To help in your search, we’ve compiled a list of nine SaaS content marketing agencies that specialize in creating content that drives ROI, and aligns with your goals and KPIs. 

1. Skale

Skale is one of the few SaaS content marketing agencies that focuses on real business KPIs — instead of vanity metrics like traffic and rankings. 

Skale tracks revenue-oriented metrics such as sales-qualified leads (SQLs), qualified signups, and MRR to ensure their content delivers measurable business impact.

Plus, their in-house team actually specializes in SaaS SEO. They’ve worked with top players in the SaaS industry — like HubSpot and Usertesting — and have delivered impactful results, such as: 

1. Driving a 176% increase in revenue and a 33% decrease in churn within four months
2. Reaching 70,000 product signups for a transcription and subtitling SaaS platform 

Skale produces expert-led SEO SaaS content that ranks, builds topical authority, and provides useful insights to your readers.

They work as an extension of your marketing team and create SaaS-specific SEO and content strategies that both align with your website and CRM data and your business goals. 

Their content service offerings include:

• Optimization of existing content; if it’s not ranking now, it will in days or months
• In-depth topic and competitor research to identify opportunities
• Strategic content briefs written by SaaS SEO experts
• Content creation for articles, guides, listicles, and landing pages—all crafted by expert writers
• Collaboration with your in-house team to perfect your brand voice, personality, and key messaging
• Expert outreach to enrich content with unique insights and meet E-E-A-T criteria
• Comprehensive content reviews and quality assurance by senior editors
• Final checks and publication on your content management system (CMS)
• Detailed monthly reports outlining the impact your business has seen from its content, so you can track ROI and ongoing value

Recognizable clients: HubSpot, Usertesting, Personio, Appcues, TravelPerk, Flodesk, Recruitee

Pricing: Retainer starting from $4,000/month

Best for: Expert-led SaaS content that drives business revenue

“What I really appreciate about how Skale operates is that they truly feel like an extension of our team. They’re always available on Slack or ready to join meetings and troubleshoot, even outside of our allotted times or the initial scope of work. We’ve been going through a lot of change, with shifting timelines and priorities internally, so this flexibility has been a critical factor in our ability to move quickly.” — Lara White, Senior Director, Digital Marketing at Usertesting

Generate serious revenue from SaaS content

Skale works with SaaS brands to create revenue-nurturing content every day

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2. Kalungi

Kalungi is a full-service digital marketing agency focused on the SaaS sector. They primarily serve early-stage software companies that don’t have an in-house marketing team.

But no matter which stage of maturity your business is in, Kalungi can help scale your marketing efforts. Unlike most other content agencies, they also offer SaaS marketing coaching and leadership training, which is ideal if you’re looking to train an existing team. 

Since Kalungi offers a full suite of marketing solutions, they’re probably not the best choice if you’re looking for an ultra-specialized SaaS content marketing agency. 

Kalungi’s services include:

• SaaS marketing coaching for startups and aspiring marketers
• Fractional CMO services to define and manage your marketing strategy
• Assistance in building an effective in-house marketing team
• A marketing audit that provides a detailed view of your current marketing activity

Recognizable clients: Aware360, Clario, CPGVision

Pricing: Custom

Best for: Full-service SaaS marketing

“Kalungi’s SEO content team set out to accomplish dominance in our space in a short time frame. By collaborating with our SMEs and applying an aggressive and comprehensive approach to content creation and optimization, we were able to reach our goals quickly and effectively.” — Connie Whitehouse, VP of Operations at CPGvision

3. Simple Tiger

Simple Tiger excels at delivering quick SEO and paid media results for SaaS clients. Their approach includes AI-powered keyword research, AI-enhanced workflows, and data-driven intelligence — all of which significantly reduce their time-to-result. 

Their expert team is well-versed in SaaS-specific trends and strategies, meaning your content will be targeted and ultra-relevant to the industry. 

Simple Tiger follows an agile process to help their clients scale. This includes planning and strategizing, defining a project roadmap, and then running and promoting campaigns — all while gathering data for monthly reports and ongoing optimization. 

Simple Tiger’s services include:

• Content ideation, production, and promotion
• PPC management
• Technical SEO 
• Link-building strategies to improve search authority
• Keyword research

Recognizable clients: Jotform, Segment

Pricing: Starts at $4,000/month

Best for: Keyword research and PPC services

“Our experience working with the SimpleTiger team has been excellent. I’m happy with the transparent communication and how their team is proactive in pursuing links and aggressively boosting the rankings of our keywords that are most likely to convert.” — Laura Fagundes, Director of Marketing at ContractWorks

4. accelerate agency

accelerate agency offers an array of SaaS content marketing services, from content strategy and consultation to content outreach and distribution. 

Their large team of writers, designers, strategists, and marketers leverage their SaaS industry knowledge to create engaging content that’s on brand, user-focused, and meets business objectives — like an increase in product-qualified leads (PQLs), SQLs, and MRR. 

They’ve helped popular SaaS brands such as DataBricks and RingCentral UK scale using a holistic SEO approach that combines technical, onsite, and offsite SEO with content marketing and link building.  

Their work with RingCentral UK led to a 40% increase in annual recurring revenue (ARR) and an ROI of 120:1.

Their services include:

• SEO strategy 
• Link building and outreach to establish authority in your niche
• Technical and on-page SEO 
• Content services that include blog management, writing, editing, and optimization

Recognizable clients: Dialpad, BrightPearl, DataBricks

Pricing: Custom

Best for: SEO and link-building services

“accelerate scaled RingCentral’s non-brand SEO traffic through link building, technical SEO, and content development to drive 40% growth in annual recurring revenue.” — Richard Conn, Formerly Senior Director Demand Generation at RingCentral

5. Roketto

Roketto is an inbound marketing agency that specializes in creative marketing strategies that deliver results like improved conversion and ROI. Originally a web design agency, they’ve since become a multi-service marketing agency.

Roketto follows a full-funnel approach and prides itself on using consumer research and insights to build timely, solution-based content pipelines that actively grow your business — like the 48.32% month-on-month growth on leads and 37.69% offer conversion rate they secured for an education client. 

While Roketto primarily serves the SaaS industry, they also have experience working in the manufacturing and real-estate sectors — something to consider if you’re looking for an all-rounder content marketing agency.

Their services include:

• Content development for each funnel stage
• Content planning
• Weekly reporting
• Newsletter and email copy creation
• Inbound marketing strategy and execution
• Web design
• SEO

Recognizable clients: Integricare, The Garage Sale

Pricing: Custom

Best for: Inbound marketing and web design

“We were very impressed with the team at Roketto, and their ability to take our vision and turn it into reality. They had so many great creative design ideas that made our website stand out from our competitors. Roketto also has in-house content writers/editors, which is a huge time saver for us not having to worry about writing our own content.” — Colin Ferguson, Director, Ferguson Land Surveying & Geomatics Ltd

6. NoGood

NoGood is not your traditional marketing agency. Their brand is rebellious, unconventional, and creative. They’re not afraid to take risks and experiment to discover the big ideas and strategies that’ll work best for you. 

They’ve worked with many startups and Fortune 500 brands — like TikTok, Nike, and Amazon — and know the SaaS industry inside and out. 

They promise zero fluff and a full focus on increasing revenue. They report that 65% of their clients doubled their revenue in the first six months of working with them: 

• They increased revenue for JVN Hair by 298% for Q1 2022 compared to Q4 2021
• They helped ByteDance’s increase their signup rate by 69%

Their marketing services include: 

• SEO
• Conversion rate optimization
• Email and video marketing
• Paid ads
• SMS marketing

Recognizable clients: ByteDance, Fratelli Carli

Pricing: Custom

Best for: Building strategy through innovation and experimentation

“The NoGood squad relentlessly and patiently challenged our approach to various inbound activities, and completely changed how we think about lead generation via content marketing and automation. They also showed us a new, more effective rhythm around approaching, tracking, and nurturing prospects.” — Jasmine W, Director of Growth Marketing at ByteDance

7. Refine Labs

Refine Labs is a B2B digital marketing and demand generation agency that uses strategy, data, and creative execution to drive conversions. 

The agency excels at building new demand, going beyond the narrow 1% who are ready to buy. Their approach to measuring success is refined and detailed and looks at metrics like your qualified high intent revenue opportunities (HIRO) pipeline, pipeline velocity, and ad customer acquisition cost.

They also have a digital product called “The Vault,” which breaks down their demand generation process and shows how it can be applied to other businesses. This is especially useful for startups on tight budgets wanting to learn and apply these strategies themselves. 

Their marketing services include:

• Campaign strategy
• Messaging and design
• Content creation

Recognizable clients: Zappi, Loxo, Splash

Pricing: Retainer starting from $27,000/month

Best for: Demand gen marketing

“The difference we found with Refine Labs vs. other agencies is that they focused on down funnel metrics, not vanity metrics. I have a level of trust with Refine Labs; they act as a true steward of Splash’s dollars and results.” — Kate Hammitt, Chief Marketing Officer at Splash

8. Uplift Content

Uplift Content is a B2B SaaS content agency focused solely on content writing. They specialize in creating expert-led SEO content that ranks, brings traffic, and boosts conversion and revenue. 

How? They promise content that makes a real impact on customers — winning them over with helpful, informative, and insightful information. They’ve achieved: 

• A 435% increase in time on page for client WalkMe
• A 233% jump in leads from search for client Author-it

Uplift Content’s expert SaaS writers work as an extension of your team, fitting seamlessly into your existing workflow. They also pride themselves on unmatched agility and flexibility. You’re not bound by a contract and only pay for the services used every month. 

Their process involves getting to know your company and its goals, finding stories that match your brand’s voice and style, and seeing campaigns through from strategy to execution. 

Their content creation services include:

• Blog posts
• Ebooks
• Whitepapers
• Case studies

Recognizable clients: ClickUp, WalkMe, Leandata, Looker

Pricing: Custom

Best for: Content writing services

“Working with Uplift has been great. The quality of work has been fantastic. I can see the research that goes into the posts and they are always right on target. Best of all, we’re seeing a 754% increase in impressions and 785% increase SERP click-throughs.” — Paul Dougherty, Digital Marketing Manager at Author-it

9. Growfusely

Growfusely is a SaaS content marketing agency that promises results through its user-first and SEO-focused approach. They prioritize growth metrics like customer acquisition — in addition to traffic and brand visibility. They’ve:

• Achieved a 400% growth in organic traffic for client Mind the Graph over eight months
• Doubled client JetOctopus’ organic traffic in six months

Their process involves building brand awareness through thought leadership, driving traffic that brings qualified leads, positioning your brand as an authority in your niche, and establishing long-term marketing ROI. 

Their services include:

• SEO
• Link building
• Digital PR
• Lead magnet creation
• Content creation
• Content strategy
• Content audits
• Reporting

Recognizable clients: Shopify, Semrush, Trustpilot

Pricing: Custom

Best for: SEO-focused content marketing

“Their talented team crafted some truly high-quality content along with creative illustrations for Unbxd’s email and social campaigns. I’ve worked with countless creative agencies over the years, but Growfusely has been outstanding and rightfully deserves my vote.” — Alloysius Gideon, Ex-Marketing Head (Intl. Markets) at Unbxd

Which of these SaaS content agencies is right for you?

With this list of SaaS specialist B2B content marketing agencies, you’re ready to shortlist your options. 

Here are some tips:

1. Consider other services they provide. For example, Skale offers link building, SEO strategy consulting and execution, CRO and technical SEO in addition to expert-led SaaS content creation. These services are helpful if you’re looking to turn SEO into a reliable engine for business growth. 
2. Read their case studies and success stories. Can the agency back up its claims? Review their results and how they were achieved, and consider if that’s something that would work for your business.
3. Shortlist agencies that align with your budget. Are their services within your budget? Keep in mind that content marketing and SEO are only effective when done well, so a trusted agency with a proven track record is worth the investment. 
4. Consider their communication process. Would you have a reliable point of contact? Do they send regular reports that make sense for your team? What metrics do they measure? Will their operations and communications systems work for you? 
5. Assess their industry experience. SaaS content marketing poses unique challenges. You need a specialized content marketing approach that hits the right notes with your target audience, fueling conversions and repurchases.

Scale your ROI from content marketing with Skale

We create expert-led content informed by thought leaders, generating revenue for your SaaS

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Choose Skale to increase MRR with expert-driven content

The Skale team brings together growth leaders and SaaS SEO experts from some of the world’s fastest-growing companies — all of whom live and breathe SaaS marketing and have the success stories to prove it.

Rather than testing different content production strategies in-house and draining marketing resources without any guarantee of results, let Skale take over all things content — strategy, creation, promotion — so you can focus on your core business operations. 

As a growth agency, Skale focuses on turning SEO into a reliable growth engine. Drive SQLs and MRR with targeted, expert-led content that’s supported by a data-backed content strategy. 
Schedule a free consultation call with Skale to discuss your content marketing requirements today.

Working with a SaaS marketing agency offers valuable advantages for your SaaS business. These specialized agencies bring expertise in SaaS marketing, providing tailored strategies to successfully promote your product. SaaS marketing agencies have the scalability to handle the nuances of your niche, leveraging their access to SaaS marketing tools, technologies, and industry intelligence to grow your business.

Working with a SaaS marketing agency is a cost-effective alternative to maintaining an in-house team, allowing you to tap into specialized expertise at a fraction of the cost. We know it might feel daunting to find the right SaaS marketing agency for your business, so we’ve compiled a list of the 21 top SaaS marketing agencies so you can find the one that best fits your needs, budget, and style:

Before choosing an industry from this list, you should consider:

• Case studies and customer testimonials
• Your budget
• Which services you need- maybe your team can handle content marketing and brand positioning, but you need some SEO experts to build links and reach the #1 spot on Google.

1. Skale – SEO Revenue Engines for SaaS Brands

Skale is a SaaS marketing agency that specialises in creating ROI-focused SEO strategies tailored to the specific needs of your SaaS business. With us, you get an entire SaaS-experienced growth team at your disposal, that transforms your SEO channel into a well-oiled revenue engine that consistently generates new MRR. 

“Skale is a valuable SEO partner who’s helped us develop our strategy from the ground up. We now have a scalable SEO acquisition channel that’s been growing month over month in terms of traffic, clicks and sign ups.”

– Sobrina Pies, Head of Marketing at Flodesk

The Skale team incorporates SEO growth strategy, technical SEO, content creation, CRO (conversion rate optimization), link acquisition, on-page SEO, and ROI modelling to acquire customers profitably and predictably, at scale. Unlike other agencies, in-house SEOs, or service providers, we help you fill your ARR gap fast with confidence, and achieve an acceptable CAC payback.

What you won’t get with Skale? Monthly reports filled with vanity metrics. We focus on revenue-driven SEO, offering you a full-service package from research and planning to execution and reporting.

Keen on some solid stats? Our track record includes partnering with renowned SaaS companies such as HubSpot, Attest, and Rezi, delivering exceptional results such as a 176% revenue increase for Rezi within four months and a 283% signup scale-up for Maze in just six months.

Still unsure or have questions? The CTA below might be your go-to for getting answers.

Key Services: 

• SEO Growth Strategy (and Execution)
• SaaS Link Building & Outreach
• SEO Content Creation
• SEO Website Migrations

Best suited for: medium and large B2B and SaaS companies

Pricing: From $4,000 per month

No. of Employees: 35

Location: based in London, England, offering worldwide reach

Recognizable Clients: Appcues, HubSpot, Attest, Flodesk, Perkbox and many more!

Contact: Book a call with us here.

Make SEO your biggest customer acquisition channel

Organic traffic alone won’t move the needle. Book a call to discover how our SEO experts can seriously scale your MRR

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2. Refine Labs – B2B demand generation

Refine Labs is a recognized SaaS marketing company exclusively working with SaaS businesses. They provide a full-funnel service, analyzing pipelines and revenue to create targeted market strategies. By leveraging their proprietary SaaS growth framework, Pipe, Refine Labs has helped over 60 B2B companies achieve impressive results.

Clients have experienced direct website traffic increases and reductions in Cost-Per-Click costs. While Refine Labs’ services come at a higher price point starting around $13,500 per month, many SaaS businesses highly value their expertise and unique approach to driving growth in the competitive SaaS industry.

Key Services:

• Demand generation
• Content marketing
• Product marketing
• Lead generation
• Marketing strategy

Best suited for: medium and large-sized B2B and SaaS businesses

Pricing: from $27k per month

No. of Employees: 76

Location: Boston, USA

Clients: Voiceflow, Cloudfix, Magentrix, and more

3. Single Grain – Social media marketing

Single Grain is a specialist marketing team that excels in B2C strategies within the B2B SaaS marketing landscape. Plus, as a Google Premier Partner, they have extensive experience managing campaigns across various industries, including SaaS, working with notable companies like Crunchbase, Uber, and Amazon.

Beyond Google, Single Grain’s online marketing team specializes in platforms such as Facebook, podcast advertising, LinkedIn, TikTok, and Instagram. They also provide conversion rate optimization services to maximize the effectiveness of your ad spend. 

Their intimate understanding of SaaS challenges is enhanced by their own SaaS product called ClickFlow, a tool that aids in search engine optimization and optimizing content for increased clicks. This unique combination of expertise sets Single Grain apart from other marketing agencies, ensuring effective strategies and valuable insights for SaaS businesses.

Key Services:

• SEO services
• PPC advertising
• Google ads
• Facebook marketing
• Social media marketing
• Conversion rate optimization
• Growth hacking

Best suited for: medium to large-sized SaaS businesses

Pricing: available on request

No. of Employees: 53

Location: Los Angeles, USA

Clients: Crunchbase, Uber, Lyft, Salesforce, and many more

4. Ironpaper – Inbound SaaS marketing company

Ironpaper is a premier certified agency partner for Databox and a diamond-certified agency partner for HubSpot. They specialize in content marketing for B2B businesses with lengthy sales cycles. Their expertise extends to various areas, including B2B marketing, content, sales enablement, lead generation, website design, and strategy, all aimed at delivering measurable business results for B2B companies.

Ironpaper’s main focus is on unifying the marketing and sales journeys to deliver a more remarkable buyer experience and drive growth for their clients. 

Key Services:

• Inbound marketing
• Content marketing
• Web design
• ABM for SaaS
• Lead generation
• Marketing automation

Best suited for: B2B SaaS businesses of all sizes#

Pricing: available on request

No. of Employees: 72

Location: New York, USA

Clients: Solartis, Shell Catalysts and Technologies, Steelcase, Goddard, and many more

5. Accelerate Agency – AI-powered SaaS marketing

Accelerate Agency is an AI-powered SaaS marketing agency with a focus on SEO, large-scale outreach, and link building to fuel business growth. With extensive experience predating Google’s existence, they employ a 360-degree approach that combines human expertise, data, and machine learning. In 2022, Accelerate Agency won the US Agency Award.

They deliver on their promises, producing tangible results through strategic content, SEO, outreach, and link building. Their ambitious SaaS SEO strategies, implemented quickly and to the highest standard, ensure continual PQL and MQL growth, driving MRR for your business. What sets them apart is their unmatched ability to secure high-authority links from top SaaS-related websites, ensuring top rankings in competitive search terms.

Key Services:

• B2B lead generation
• Account-based marketing
• Content marketing
• Link building services
• SEO services
• Marketing automation

Best suited for: large-sized SaaS businesses

Pricing: From $8,000 per month

No. of Employees: 142

Location: Bristol, England

Clients: Dialpad, Databricks, BookingLive, and many more

6. NinjaPromo – Fintech & crypto marketing agency

NinjaPromo is an award-winning digital marketing agency known for its high-quality assets. Their creative team focuses on assisting crypto, fintech, and B2B businesses. Specializing in digital marketing, they help clients achieve their goals through branding, multi-channel strategies, and creative design solutions.

With expertise in B2B, cryptocurrency, NFTs, and high-growth startups, they offer strategic services to scale businesses to new heights.

Key Services:

• Social media marketing
• Content creation services
• Video production
• Influencer marketing
• Brand positioning
• Email marketing
• SEO services

Best suited for: medium and large-sized B2B and crypto businesses

Pricing: From $10,000 per month

No. of Employees: 107

Location: London, England

Clients: Curio Invest, Ariva, Paypolitan, Uulotto, and many more

7. Disruptive Advertising – SaaS PPC agency

Disruptive Advertising, trusted by major SaaS brands like Adobe, is a leading agency for conversion rate optimization. They have specific criteria for client partnerships, including a minimum ad spend of $5,000 and annual revenue exceeding $150,000. Beyond managing ad accounts, they offer comprehensive full-funnel marketing strategies, leveraging top platforms and services to address challenges and achieve goals.

As your long-term growth partner, they focus on connecting your company’s purpose to the target market and building meaningful connections. By identifying and engaging your Ideal Customer Profile (ICP), they create tailored campaigns that resonate with your ideal customers.

Key Services:

• PPC advertising
• Lifecycle marketing
• Social media advertising
• Conversion rate optimization

Best suited for: medium to large-sized SaaS businesses

Pricing: available on request

No. of Employees: 137

Location: Pleasant Grove, USA

Clients: Adobe, Davinci, SmartSearch, KPMG, and many more

8. Bay Leaf Digital – Growth marketing & automation

Bay Leaf Digital is a comprehensive SaaS marketing agency that supports B2B SaaS companies at various stages of growth. They assist startups in crafting their narrative and building brand awareness while helping traditional software companies adopt innovative subscription models. However, they require a minimum commitment of one year, focusing on long-term strategies rather than quick fixes.

As a growth marketing agency, they specialize in marketing automation, B2B customer acquisition strategy, and effectively connecting with your target audience, making them an excellent choice for emerging SaaS companies.

Key Services:

• SEO services
• B2B SaaS analytics
• Retargeting
• PPC advertising
• Content marketing
• Conversion rate optimization

Best suited for: small to medium-sized B2B SaaS businesses

Pricing: Available on request

No. of Employees: 16

Location: Southlake, USA

Clients: TEXT2DRIVE, MeazureUp, Sapience Analytics, Red River Paper, and many more

9. Roketto – Web & landing page design agency

Roketto is a Canadian-based inbound marketing and growth-driven design agency. It offers comprehensive services beyond web design. Recognized as a top digital agency, they specialize in creating effective landing pages and content strategies tailored to the SaaS sector. With a dedicated account manager who is an experienced SaaS professional, Roketto ensures regular check-ins to drive sustainable growth.

Roketto leverages multiple marketing channels and shifting from traditional methods like cold calling and cold emailing to inbound marketing strategies favored by B2B SaaS companies. Their clients are in the SaaS and tech, industrial and manufacturing, and real estate development industries.

Key Services:

• Inbound marketing
• AdWords
• SEO services
• Content marketing
• Web design
• Marketing automation

Best suited for: small to medium size companies

Pricing: from $3,500 for onboarding

No. of Employees: 18

Location: Kelowna, Canada

Clients: Integricare, Speedy Search, Keats School, The Garage Sale, and many more

10. Heinz Marketing – Data-driven customer experiences

Heinz Marketing is a strategic, data-driven B2B marketing agency. Their aim is to create immersive customer experiences and drive revenue growth. By working closely with clients, they develop effective content marketing strategies tailored to SaaS companies.

Heinz Marketing’s expertise lies in sales acceleration, helping businesses achieve sustained success by increasing revenue from existing customers and acquiring new ones.

Key Services:

• B2B marketing strategy
• Content marketing
• Pipeline development
• Lead generation
• Sales enablement

Best suited for: medium and large-sized B2B businesses

Pricing: available on request

No. of Employees: 92

Location: Redmond, USA

Clients: Amazon, Dreambox, Trulia, concur, G2, InsightSquared, and many more

Fill your ARR gap with the #1 SaaS Marketing agency

Skale has a track record of generating revenue and ranking for competitive keywords in your niche

See our case studies

11. Huemor – Specialist web design for SaaS

Huemor is a specialized web design and development agency that creates exceptional user experiences for SaaS and tech brands. They offer a range of digital marketing services, including website redesign, UI/UX design, and conversion rate optimization.

Huemor’s focus is on delivering results and building strong relationships with clients. They prioritize customer satisfaction by providing responsive communication and going the extra mile to educate clients on digital best practices. Choose Huemor for a transparent, customer-focused approach that produces outstanding online experiences and drives business growth.

Key Services:

• Web design
• User experience
• UI/UX design
• E-commerce development
• Brand strategy
• Third-party integrations
• Digital strategy

Best suited for: SaaS and tech businesses from startups to enterprises

Pricing: from $5,000

No. of Employees: 57

Location: Pittsburgh, USA

Clients: Medallia Zingle, net2phone, Rapidsos, Centivo, and many more

12. Xander Marketing – Content marketing agency for SaaS

Xander Marketing is a full-service SaaS marketing agency. It has helped over 175+ SaaS products thrive. With expertise in driving traffic, generating leads, and winning customers, they offer flexible packages and plans. Unlike other agencies, they are able to accommodate retainer or project-based collaborations depending on the client’s needs. From conversion-focused landing pages to feature-rich SaaS websites, Xander Marketing ensures growth, brand awareness, and innovative marketing strategies for your SaaS business.

Key Services:

• Inbound marketing
• Content marketing
• Lead generation
• Email marketing
• Web design
• Marketing automation

Best suited for: small to medium-sized SaaS businesses

Pricing: from $2,500 per month

No. of Employees: 7

Location: Kent, England

Clients: Who’sOff, ETZ, Evanios, ChannelGrabber, and many more

13. SmartBug Media – Demand gen and revenue ops for SaaS

SmartBug Media is a renowned full-service digital agency, specializing in demand generation, revenue operations, e-commerce marketing, and paid media. With 10+ years of experience, they have helped businesses achieve increased qualified leads, customer conversions, and brand loyalty.

Recognized globally with 250+ awards, 800+ certifications, and consistent growth, SmartBug Media is committed to client success. Their expertise in inbound marketing empowers SaaS providers to drive revenue and achieve key SaaS marketing metrics.

Key Services:

• Inbound marketing
• Content marketing
• Lead generation
• Marketing automation
• PR services
• Branding

Best suited for: all size companies in the SaaS, fintech, healthcare, education, and manufacturing industries

Pricing: $150-199 per hour (on one-time projects)

No. of Employees: 194

Location: Newport Beach, USA

Clients: TestMonitor, Akinox, Worximity, VectorUSA, and many more

14. Ladder – Growth marketing strategy

Ladder is a leading growth services agency for global SaaS businesses. They specialize in complete funnel strategies, leveraging creative design and compelling messaging. With proprietary technology like Growth Benchmarks, and data-driven strategies, they deliver exceptional ROI. Backed by extensive experience, Ladder offers cross-functional teams that excel in channel strategy, technical optimization, and creative iteration, including integrated design and copywriting.

Their track record includes a success rate 300% above industry average, $30M+ in performance data, and full transparency on test performance.

Key Services:

• Growth marketing strategy
• Paid advertising
• Conversion rate optimization
• Analytic services

Best suited for: medium, large-sized companies and enterprises

Pricing: available on request

No. of Employees: 53

Location: New York, USA

Clients: Facebook, Monzo, Nestle, Booking.com, Current, and many more

15. BAMF Media – Linkedin Growth

BAMF Media specializes in enhancing your LinkedIn presence by transforming the key employees in your SaaS business into influential figures with a highly engaged following. With their 100% done-for-you solution, they’ll elevate your personal brand, generate compelling content, and drive lead generation.

Sit back and let BAMF Media build trust with decision-makers, attracting clients who will reach out to work with you. Join their mission to unlock personal brands for massive company growth.

Key Services:

• Growth hacking
• Viral marketing
• LinkedIn marketing
• Social media marketing
• Influencer marketing

Best suited for: all-size SaaS businesses

Pricing: available on request

No. of Employees: 30

Location: Venice, USA

Clients: AlixPartners, StartEngine, Viral Impact Studios, AweSM, and many more

16. Digital Current – Results-driven digital marketing

Digital Current, now part of the Semify family after being acquired in 2022, is a results-driven digital marketing agency. Their process redefines integrated marketing, backed by proven success. They prioritize strategy and customer focus, laying the foundation for tactical excellence. Continual optimization across departments and channels fuel their services, including SEO, SEM/PPC, content strategy, link building, and CRO. With over 15,000 satisfied clients, they deliver custom and effective SaaS marketing strategies to achieve your goals. Digital Current is also a SEMRUSH Certified Agency Partner.

Key Services:

• SEO services
• Content marketing
• Link building services
• PPC advertising
• Social media marketing
• Conversion rate optimization

Best suited for: small, medium, and large-sized businesses

Pricing: available on request

No. of Employees: 15

Location: Mesa, USA

Clients: web.com, SpotSee, American Home Shield, TrendMicro, and many more

17. Metric Theory – Paid search & social advertising

Metric Theory is a performance-driven SaaS marketing agency with expertise in SEO, paid advertising, and digital video production. With offices in San Francisco, New York City, Denver, Orange County, and Salt Lake City, they’ve successfully managed over $500MM in ad spend for renowned clients like GoFundMe, Carvana, Too Faced, and more.

Their specialized strategy teams, fluent in your industry’s language, are dedicated to delivering exceptional results for B2B tech companies, D2C brands, consumer apps, large e-commerce sites, and startups. They’re passionate about numbers, growth, and collaborating with like-minded digital marketers and clients.

Key Services:

• Paid search advertising
• Paid social advertising
• Display advertising
• Affiliate marketing
• Feed management

Best suited for: companies of all sizes in the B2B, retail, and e-commerce industries

Pricing: available on request

No. of Employees: 70

Location: San Francisco, USA

Clients: GoFundMe, Carvana, Too Faced, Zenefits, Winc, and many more

18. Kraftblick – conversion rate optimization for SaaS

Kraftblick is a dedicated digital marketing agency specializing in helping SaaS businesses enhance brand awareness and boost revenue growth. They use powerful tools like content marketing, SEO, and conversion rate optimization to drive results. Their team dives deep into your business to create a custom strategy tailored to your unique circumstances, focusing on the right ‘messages-mediums’ combination to capture potential clients.

Key Services:

• Marketing strategy
• Content marketing
• SEO services
• PPC advertising
• Conversion rate optimization

Best suited for: small and medium-sized SaaS and tech businesses

Pricing: available on request

No. of Employees: 7

Location: New York, USA

Clients: AdBeat, iTransition, SoftEQ, 3dcart, and many more

19. New North – Growth-led inbound marketing strategy

New North specializes in helping B2B technology companies overcome the challenges of selling complex products to niche audiences. With branding and lead generation solutions, they enable clients to reach their target audience and boost revenue. Their data-driven strategies have helped Fortune 500 firms and startups achieve growth goals and enter new markets. They make B2B technology marketing easier and more effective for you.

Key Services:

• Inbound marketing
• Lead generation services
• Content marketing
• SEO services
• Branding services
• Web design

Best suited for: all-sized businesses

Pricing: from $8,000 per month

No. of Employees: 14

Location: Frederick, USA

Clients: ThirdWave, SwipeSum, Appen, ThermoFisher Scientific, and many more

20. Directive – SEO & content marketing services

Directive, a top-performance marketing agency, excels in SEO, PPC, and lead generation. Their customer-led approach to SEO prioritizes creative strategies for generating high-quality leads, going beyond keyword rankings. Trusted by renowned brands like Cisco and Sumo Logic, they have a proven track record with over 200 top SaaS companies.

With efficient communication through regular call-ins, Directive ensures you stay well-informed about your marketing campaigns and aims to fill your SaaS company’s pipeline with sales and marketing qualified leads.

Key Services:

• SEO services
• PPC advertising
• Content marketing
• Conversion rate optimization
• Marketing analytics

Best suited for: Medium and large-sized tech businesses

Pricing: available on request

No. of Employees: 197

Location: Irvine, USA

Clients: Cisco, Sumo Logic, tiger connect, Samsung SDS, and many more

21. SimpleTiger – Search marketing company for SaaS

With 15+ years of experience, SimpleTiger is a trusted SaaS SEO agency. Specializing in search marketing for SaaS businesses, they offer comprehensive solutions or individual services. Communication is streamlined through a shared Slack channel, with scheduled weekly check-ins. You’ll also receive monthly reports on key organic growth metrics for SaaS.

Choose SimpleTiger for SaaS SEO, with strong connections in the B2B SaaS community.

Key Services:

• SEO services
• Content marketing
• Brand positioning
• Inbound marketing
• Link building
• SaaS Keyword research

Best suited for: small and medium-sized businesses

Pricing: from $4,000 per month

No. of Employees: 14

Location: Sarasota, USA

Clients: ContractWorks, Segment, bitly, TOTANGO, Capsule, and many more

How to choose the best SaaS marketing agency

Before seeing the incredible increase in MRR, growth, and reduced churn rate you can achieve with a SaaS marketing agency, you’ll need to know how to choose the best one for your company’s needs and budget.

There are a few things you’ll want to look at before making a decision:

Relevant experience in the SaaS industry

One great thing about working with a SaaS marketing agency is the experience they bring to the table. Ensure the agency you’ll be working with has the relevant experience you need. Whether it is a proven track record in your industry, or with the services you’ll need to outsource. The best way to do that is by looking at their case studies and previous work, this way you can gauge how much relevant experience they have and what you can expect of working with them.

Outline the importance of relevant experience when working with a SaaS marketing agency.

For example, here you can have a look at Skale’s stories and opinions from previous clients. Spoiler alert: we have the relevant experience you’ve been looking for.

Hire a SaaS-experienced growth team

Save time, effort, and budget by creating & executing a bespoke SEO growth strategy tailored to your SaaS.

Schedule a call

Understand your budget requirements before choosing an agency

Money matters, especially in these inflationary and recessionary times we’re living in. That’s why it’s key to find an agency that can work with your budget, and increase the effectiveness and productivity of each of your marketing dollars.

The best way a company can clearly define its budget requirements is to set clearly defined goals before contacting the marketing agency. This way they’ll know exactly what you’re looking for and what pricing they can give you to accomplish your goals.

Here’s a handy guide on how to set up your marketing budget, but basically you need to do three main things:

• Define your goals
• Establish your marketing channels
• Look at the resources you have

By doing these steps, which are further explained in the guide, you’ll have a clearer idea of your budget and how to use it. 

Their services vs your needs

Lastly, you’ll want to really look at the services the SaaS marketing agency offers, and those you need. If, for example, you already have an in-house marketing team but you’re looking to outsource some services like SEO or link building, you will be wasting your marketing budget by going for a full-service marketing agency.

Find the agency that will add to your business, not one that will give you something you didn’t ask for—or need. 

Why is Skale the #1 SaaS Marketing Agency?

At Skale, a B2B SaaS marketing agency, we prioritize driving real business KPIs like SQLs, qualified signups, and new MRR, rather than just focusing on rankings and traffic. Our experienced team understands the unique challenges of scaling SaaS SEO channels and leveraging SaaS marketing services and metrics for growth. With us, you recieve:

• Bi-weekly check-ins with the latest developments and wins from your campaign
• A flexible strategy created by our SEO, content, and growth experts
• A content model showing the potential growth of your site, including key metrics in-line with your business goals

Put simply: we believe in driving actual business outcomes, not just focusing on keyword rankings and search volumes. With Skale, you can expect results within as little as three months.

Turn your SaaS marketing strategy into a revenue engine

Skale builds revenue engines for SaaS brands, increasing your pipeline & MRR through marketing

Learn more

SaaS Marketing Agency FAQs

Home » SaaS Marketing Hub Pages

Unpopular opinion: SaaS marketing is trickier than traditional digital marketing.

When marketing a physical product, you’re selling something the customer can see–and touch–and imagine the immediate results of buying. With SaaS marketing, things get tricky. You’re selling an intangible product.

To make things more complicated, you’re asking your customers to give you their hard-earned money monthly since most SaaS companies offer subscription-based products. It’s a whole different ball game than asking for a one-off payment.

So, how can you better market your SaaS products and get prospective clients excited about something they can’t touch? 

Thankfully, there are some tried and true SaaS marketing strategies and techniques proving to be effective. Here, we’ll show you 11 of the best SaaS marketing campaigns for you to get inspired, motivated, and create the marketing strategy that your SaaS company deserves.

Check out these B2B SaaS Marketing Agencies that will help you increase your MRR and reduce churn.

TL;DR: The 11 campaigns and techniques we’re discussing to improve your marketing game:

• Zapier’s SEO campaign
• Holded’s Black Friday campaign
• Zoho’s referral marketing 
• Pitch’s brand awareness campaign
• Userlist’s Help Founders campaign
• HubSpot’s content marketing
• MailModo’s email marketing
• Wistia’s content marketing
• MailChimp’s curious ad campaign
• TypeForm’s product marketing
• Bungalow’s city guides

If you want to become a full on marketing expert, we have the perfect guide for you: SaaS marketing guide. 

Before we get into the SaaS marketing campaigns, there’s an important question to answer: 

What’s the difference between a marketing campaign and a marketing strategy?

The main difference is in the scope and the time frame. Usually, a SaaS marketing strategy is the more extensive plan a company has about how they want their brand to communicate and engage with their target audience and potential users. It lasts more than a few months, even years. It involves business operations, products and services, and the brand and customers. 

Check our SaaS marketing playbook to see what else you’ll need to create a winning strategy.

A SaaS marketing campaign focuses on engaging with just a few market segments. Marketing campaigns can be stand-alone, or integrated across multiple channels, and they usually have a well-defined lifespan and purpose that can be measured with specific SaaS marketing metrics.

The global SaaS market is expected to go from $130 billion in 2021 to $716 billion in 2028. This means competition for potential customers’ attention is getting more fierce. Use these eleven SaaS marketing examples to make your SaaS marketing campaigns just as good as your product–and swim smoothly through the market.

11 Brilliant SaaS Marketing Campaigns to Inspire you in 2022

1. Zapier’s SEO campaign

Ever wonder how to use an SEO-driven campaign to drive more traffic to your SaaS? In fact, to generate 7.3 million visitors per month? Well, Zapier did just that. Let’s look at how they did it.

Zapier is an app integration and automation platform focused mainly on SMBs. It started in 2011 and has over 3,000 apps integrated, with weekly new additions.

The most effective SaaS marketing strategies take into account SEO. The campaign that Zapier ran to achieve great results was focused on improving their SEO game.

Zapier created 25,000 landing pages that now rank in the top 100 of Google. To make this high amount and remain strides ahead of their competitors, they leveraged their partner resources to create unique pages for each app, each of the integrations possible, and each of the workflows available. To avoid any repeated content, Zapier also used context-specific CTAs to bypass any central or control dashboards.

Source

Additionally, they changed the name of their workflows to Zap as a rebranding campaign.

“They rebranded from “Zapier” to “Zap”. This was a great campaign because it was simple and catchy. They also did a great job of incorporating the new “Zap” logo into their marketing efforts.”

–Krittin Kalra, Founder, Writecream

SEO campaigns are so incredibly necessary nowadays if brands truly want to compete in their niche. By building strong SEO strategies and content, Skale manages to achieve results like increasing qualified organic clicks by 568% for clients. It’s not for the fainthearted! 

2. Holded’s Black Friday campaign

Source

Holded is a smart business management software company that caters to SMBs. Its 2020 Black Friday marketing campaign offered a 50% discount for six months for new members and for upgrades.

Black Friday campaigns are nothing new, and they do work. However, if you want to make a real impact, things need to be shaken up a little bit–not just stirred. Most companies will offer a discount code or a limited-time offer. Having offered such a significant discount and for such an extended period of time, Holded managed to catch new attention and turned plenty of potential customers into users–for six months and life.

Their Black Friday 2020 week alone created 6%+ MRR growth.

Their Net MRR Movement achieved during that week was approximately 470% higher than the average weekly MRR Movement for the 2 months before and after the campaign. The new business subscribers that week were about 4x more than their average, impressive stats from a time-sensitive campaign. 

See how other SaaS brands generate SEO ROI

These 6 SaaS brands increased SQLs and decreased CAC with expert-driven SEO

Read the (free) case studies

3. Zoho’s referral marketing campaign

Source

Zoho is a powerful suite of software to run businesses. Their most famous product is its add-free email suite. Here, we want to focus on their referral campaign.

Referral campaigns are a great way to get your unengaged users active again, and get new users that previous marketing efforts haven’t reached. The fact that you’re using your own customer base to grow your business creates trust in your product and increases your chances of acquisition.

Zoho’s referral campaign gave five free user accounts to the user and the people who would use the referral. This expanded Zoho’s reach within relevant networks. Definitely, a technique to keep in your books.

4. Pitch’s brand awareness campaign

Source

Brand awareness campaigns are great ways to let new users know about your products and brand. In this case, Pitch, a presentation software, created a brand awareness PR campaign after it closed new funding deals.

In the campaign, Pitch mentioned how the company was doing, and what the new product features would be thanks to the funding. The video campaign was presented by Pitch’s CEO and founder, Christian Reber, to give it a human touch and connect better with the target audiences.

This funding news and brand awareness campaign brought Pitch hundreds of referring domains and PR links back to their website. It also let their customers know of their less known products. This means that their brand awareness campaign also helped their SEO efforts–a win-win.

To create brand awareness, you may wish to partner with an experienced SaaS link building agency.

Is outsourced link building the answer?

Here are 9 benefits that will help you build a better business case for a SaaS marketing agency

Read the (free) article

5. Userlist’s Help Founders campaign

Source

Marketing campaigns focus not only on your product but also on your target users and how to provide value to them. That’s exactly what Userlist–an email and marketing tool–achieved with their Help Founders campaign.

Knowing and understanding how the pandemic hit entrepreneurs and founders, they decided to help them out. This provided value to their market segment, and spread the word, increasing brand awareness and organic traffic.

“In the spring of 2020, as the pandemic hit, we launched a campaign called Help Founders. We brought together 15+ podcast shows who provided free advertising slots for SaaS companies. As a result, 50+ founders received free advertising. […] It helped us build authority and grow exposure among fellow SaaS founders.”

–Jane Portman, Co-founder, Userlist.

6. HubSpot’s content marketing campaign

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HubSpot is an inbound marketing automation software and platform that is mostly known for its product and its comprehensive written content. This type of content marketing has made it one of the go-to sources for SaaS marketers, solidifying its authority in the field.

Curious to learn more about SaaS inbound marketing? Click the link and read on.

7. MailModo’s email marketing

MailModo is an email marketing platform that allows users to add interactive content to their email. They deserve a place on the list for showcasing their own email marketing feature as part of a strategic marketing campaign.

By sending out lead-generation emails with interactive elements in them, their campaign acts as a mini product demo, and lets potential users experience how their product looks and works firsthand–what better way to increase acquisition than to show them how your product works in real life and edge buyers further along on their journey. 

They’ve also implemented some social media marketing strategies:

“In addition to our email marketing campaign, I also wanted to share an interesting social media post on Twitter by our marketing manager, Mansi. The post uses a brand’s real email that they sent out and then a version improved by the interactivity Mailmodo offers.”

–Anushree Sadhu, marketer, MailModo

Source

Bonus Read: Check out these B2B Content Marketing Tools that will help you boost your SQLs.

8. Wistia’s content marketing

Source

Wistia is a video hosting platform made for B2B marketers. Their best marketing campaign is a documentary video series called ‘One, Ten, One Hundred’. In it, they challenged a Los Angeles-based video production company to create three marketing videos for one of Wistia’s products, SoapBox, each with very different budgets: $1,000, $10,000, and $100,000.  

“The show was nominated for Webby People’s Voice Award for Branded Entertainment Series in the video category. The 100-minute documentary series is now also listed on Amazon Prime. Ever since the series’s launch, Wistia is now betting on video content with series like Brandwagon, Low Views High Impact, (Out of) Office Hours.”

– Digital Uncovered

This is an excellent example of SaaS marketing campaigns focused on creating high-quality content that genuinely provides value to the people that see it–in the documentary, they explained how the different budgets helped and impaired the creative and production processes. This campaign radically increased brand and product awareness. 

Speaking of budgets, it’s crucial to think about the budget you’ll have for your marketing campaigns and overall strategy. If you want to learn how impactful it is, check our SaaS marketing plan to know what you’ll need to figure out to achieve the perfect SaaS marketing campaign.

You may also like SaaS Content Marketing.

9. MailChimp’s curious campaign

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One way to increase organic search traffic is by sparking curiosity in your potential users–and just about anyone. Knowing that most of its users mispronounced and made constant typos with their brand name, MailChimp decided to do a set of campaigns with videos and posters. Like the examples above, ‘MailShrimp’, ‘JailBlimp’ and ‘KaleLimp’. The posters didn’t even include the brand’s actual name anywhere—just a link to the video ads.

“The campaign went on to win Grand Prix at Cannes Lions back in 2017 and generated over 67 million organic searches and $3.52 million in earned media value. Many industry experts still rate MailChimp’s campaign among the best SaaS marketing campaigns ever produced.”

–Digital Uncovered

10. TypeForm’s product marketing campaign

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TypeForm is a form and survey maker. They like to rely on word of mouth, but they also have some excellent content marketing.

An example is the SaaS product marketing they did for their video conversation platform, VideoAsk. The platform helps users create short video clips that can be hosted on their websites. The use of videos could range from generation-leading interaction to recruiting.

TypeForm made a movie, LockedIn, on their platform in which you can choose what happens to the character with each decision you take. This helped increase the awareness of one of their products, the video conversation platform VideoAsk, by showing users what the final product can look like.

They’ve also done a new project called Meaningful, where they talk with industry and thought leaders about their struggles in the entrepreneurial world. Once again, a type of marketing focusing on the target audience and what they need, without necessarily throwing a product at them.

Bonus read: What is the B2B Content Marketing Funnel?

11. Bungalow’s city guides

Source

Bungalow is a SaaS company that wants to tackle two main problems that young people have to deal with regarding living arrangements: affordability and loneliness. It’s kind of like Airbnb but focused on long-term arrangements with friends, flatmates or new families.

They are increasing their SEO game by adding in-depth guides about the best neighborhoods and areas to live in the cities they’re renting in. This way, people interested in those cities can learn more about them, and realize that Bungalow is an expert in these areas.

Want to learn more about how to drive SQLs with 1st class content? Check out our SaaS content writing guide!

Your next marketing campaign could join this list

Skale has worked with 30+ SaaS brands to generate ROI- and we’d love to hear from you

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Make your SaaS marketing campaign inspiration a reality

You now have the inspiration from seeing some of the best SaaS marketing campaigns out there. Know that you’re not alone in the search for the perfect SaaS marketing strategy. Everyone is doing it, or at least anyone that wants their business to sail smoothly in the sea of the competition is.

Extra reading: we’ve compiled a list of some of the 15 best SaaS marketing tools for you to check out. 

It’s important to know that all of these inspiring campaigns are different ways of appealing to target users and increasing sales. However, it isn’t a one-size-fits-all solution. In marketing, knowing who your user personas are and what your product needs will shape your marketing strategy. 

Now go nail your SaaS marketing strategy, incorporate some of these tried and proven techniques and see your business shoot up to SaaS stardom.

Wondering what to read next? Check out 7 SaaS marketing automation tips from the experts.

Marketing can feel like shooting in the dark without measuring the results. As you’re investing money in marketing, it makes sense to have some expectations regarding the outcomes. Measuring ROI (Return on Investment) is critical, especially for SaaS businesses.

The good part? The data you need to measure your ROI is generated within your processes and systems. Instead of wasting time gathering and compiling your data—all you’ve got to do is analyze it.

What is the ROI of SaaS Marketing?

The ROI of SaaS marketing is the ratio of the profits attributable to your marketing efforts to your marketing costs. As Jakub Rudnik, Head of Content at Scribe, explains:

‘’Marketing ROI is simply the value of your marketing efforts compared to their cost. This can be as clear as ‘X ad dollars = X sales’ or something a bit further removed: ‘X efforts = X free signups.’’

Measuring ROI gives you better insights into which of your SaaS marketing strategies are burning your cash, and which ones are producing positive, tangible results. 

Your ROI turns positive when you generate more profit than what you spent on marketing your SaaS business.

Why is calculating ROI important for SaaS brands?

The SaaS market is booming–in 2021 there were over 15,000 companies in the U.S. alone. This saturation keeps making marketing more challenging. Moreover, the most successful SaaS companies are spending about 40-50% of their annual revenue on marketing. 

Getting your money’s worth is more important than ever—calculating ROI helps you ensure that you’re spending for the best results. 

In the context of SaaS companies with low margins, here’s what Julia Borgini, Founder of Spacebarpress Media, explains: 

‘’Marketing ROI is important for SaaS companies because they need to be able to compare their marketing spend to business results. They need to see the effects of their marketing efforts on their bottom line. Most SaaS companies are, at least at the start, operating on razor-thin margins, so every dollar counts. And since marketing results are often long-term, it’s essential to know what they’re affecting and how they align or map to overall business results.’’

Essentially, ROI provides insights into which of your marketing strategies are worth your time and investment, and which ones don’t seem to be creating successful outcomes.

The best part is that you already have the required data at your disposal. The next steps are to analyze the large volume of data and draw actionable insights from it. 

Ready to start tracking your ROI?

We’ve created a free SaaS ROI tracker to get you started

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How to Measure SaaS Marketing ROI

Digital Marketing campaigns generate a sea of data. As Liz Beechinor, President and Founder of Coefficient Marketing explains, data is key to tracking your ROI:

The large volume of data can be both a pro and con for a SaaS marketing team. You won’t have to go the extra mile to extract and compile the data like with traditional marketing channels. However, you’ll still have to sift through it to pull out the information required to accurately calculate ROI.

Let’s consider the information you’ll need when calculating ROI with a SaaS marketing ROI example. Say you’re a young SaaS startup that wants to improve customer retention rates in order to increase the customer lifetime value.

Look for the information you need in the ROI formula:

ROI = [(Profit attributable to marketing – Marketing costs) ÷ Marketing costs] x 100

• Time frame: Determine a time frame you want to analyze the ROI for. It could be a monthly, quarterly, bi-annual, or annual analysis. Make sure you extract data from within that time frame for all numbers you evaluate. 
• Profit attributable to marketing: Look at the improvement in your customer retention rate. Let’s consider an example if your SaaS product had an average of 10,000 users during a  month/quarter/year:

An increase from 50% to 55% = 5% more retained customers

5% = 500 customers

Multiplying that (500) by your gross margin ($1,000) = $50,000 profit

• Marketing costs: Marketing costs include all costs that you spend on leading customers down the SaaS marketing funnel. Add up the money you spent on PPC ads, hiring an agency, and salaries paid to your marketing manager. It can be a little tricky if you were running multiple campaigns at once; you’ll need to divide  the salaries of your marketing team among campaigns based on the time spent on them. In our example, let’s assume the cost was $200,000.

In this case, your ROI will be: [($500,000 – $200,000) ÷ $200,000] x 100 = 150%

Now that you know the ROI, what should you compare it with? You need to compare the ROI on all marketing channels that your SaaS business uses. Here are a few examples:

Ads/PPC

In the context of paid ads, ROI is called RoAS (Return on Ad Spend) because the investment here is the money you spend on ads. They’re essentially the same.

For instance, if you generated profit with $10,000 from a PPC campaign that cost you $5,000, your RoAS would be:

[($10,000 – $5,000) ÷ $5,000] x 100 = 100%

SEO 

Calculating ROI for SEO is slightly more complex because you’ll need to take an extra step for calculating the profit attributable to SEO.

Say your SEO efforts earned you an additional 100,000 website visitors. How do you measure the payoff for these 100,000 visitors?

Well, start by looking at your Google Analytics data. Find the average conversion rates for your SaaS product and multiply that rate with the number of new visitors.

Say your SaaS company enjoys a decent conversion rate of 3% (0.03). Your SEO efforts will have generated 300 new customers (0.03 x 10,000).

Multiply 300 by your annual gross margin per customer (assuming you’re calculating ROI annually)—say $100—and you’ll have your profit attributable to marketing ($30,000).

Assuming you spent $10,000 on SEO, you ROI will be:

[($30,000 – $10,000) ÷ $10,000] x 100 = 200%

Work with an SEO agency that puts your ROI first

Skale works with 30+ B2B SaaS companies to generate SQLs with SEO- but that’s not all

How else is Skale different?

Email Marketing

If there’s one stat that every growth marketer knows, it’s that email generates $42 for every dollar you spend. But if you’re still not sure what your email marketing magic number is, you’re about to find out.

Calculating ROI for email is fairly easy. In most cases, you’ll know exactly how much you spent on SaaS email marketing efforts. You’ll also easily have access to customer data acquired through email with Google Analytics or your email marketing software.

For example, say you acquired 500 new customers who generate a $50,000 profit for your SaaS company per year, and you spent $15,000 throughout the year on email, your ROI will be:

[($50,000 – $15,000) ÷ $15,000] x 100 = 333.33%

Note: Calculating the profit attributable to a marketing campaign is sometimes much harder. For instance, if a campaign’s goal is branding or building awareness, you’ll have a tough time calculating the ROI.

Content Marketing

A content marketing campaign can have several goals. However, educating the audience about the SaaS product is one SaaS companies need to focus on.

The content isn’t only geared at attracting  new customers, but also educating existing customers about the product—for example, explaining alternate use cases.

Content-attributed ROI is tricky—it’s difficult to accurately ascertain the part your content plays in capturing leads. That being said, all hope is not lost—your efforts will eventually show up in other metrics like Customer Lifetime Value.

However, when it comes to SEO content, you can still directly measure ROI by evaluating the increase in the number of visitors and conversion rate data.

Social Media

Most social media marketing strategies are aimed at building brand awareness and development, and engaging with the target audience. These are qualitative factors and hard to quantify.

The impact of social media marketing, therefore, will primarily show up in other key SaaS growth metrics. For instance, if your campaign successfully raises brand awareness, you’ll eventually observe a steady increase in your monthly recurring revenue and annual recurring revenue. 

However, there’s an exception. If you run paid ads that are linked to your landing page, you’ll be able to calculate ROI on your social media marketing directly through CTR and conversion rate data—pretty much the same way as for paid ads.

Metrics to Measure ROI

Now that you know how to measure ROI, let’s talk about SaaS marketing metrics that can help drive your ROI through your marketing efforts:

1. Website traffic

Monitoring your website traffic lets you consider which channels are bringing more visitors. If you notice a significant drop in traffic from any of your channels, you’ll need to make the necessary tweaks to your SaaS marketing plan.

2. Customer acquisition cost (CAC)

CAC tells you how much you’re spending on average to acquire one new customer for your business. Here’s how you’d calculate your CAC:

CAC = [Total cost of sales + Total cost of marketing] / New customers acquired

CAC is at its most useful when compared with the Customer Lifetime Value (CLV).

3. Customer lifetime value (CLV)

Customer lifetime value is the amount of money your business generates per user throughout the duration that they use your product. Here’s how you can calculate it:

CLV = [Average Revenue Per Account / Net MRR Churn Rate]

At Skale, for example, we try to maintain a 3:1 CLV:CAC ratio. In other words, the company makes 3x the money spent on acquiring a customer.

4. Churn rate

Churn rate is the rate at which your existing customers discontinue their subscription. You can calculate the churn rate as:

Churn = [Number of customers at the beginning of a period – Number of customers at the end of a period] / Number of customers at the beginning of a period

5. Marketing and sales qualified leads (MQLs and SQLs)

MQLs are leads that have shown interest in your product in some way—engaged with you on Instagram, signed up for your email list, and the like.

SQLs are leads that have shown interest in purchasing your product and are ready to be connected with the sales team.

Tracking both these metrics lets you monitor the effectiveness of your campaigns as to how many new leads it generates–contributing to your marketing ROI.

These are the most common SaaS marketing metrics you’ll see SaaS marketers use frequently. It’s an inclusive list, but if you’re hungry for more, here’s an elaborate guide on SaaS marketing metrics.

How to Improve SaaS Marketing ROI

A well-thought marketing strategy is crucial for improving your SaaS marketing ROI. Here are a few things you should consider: 

1. Educate your audience

How do you plan on putting your SaaS product in front of your audience? Simply creating content doesn’t cut it, you need a robust distribution strategy as well, not to mention a SaaS product marketing strategy.

Educate your audience through different content formats like blog posts, video content, and B2B interactive content and distribute them through social media and forums. Create resources that both new and existing customers can use if they have questions about using the software.

2. Offer free trials

A free trial encourages users to give your product a try. They might find value in using it and turn into a paying customer. 

Plus, if a business wants to use a paid software for the next 12 months (or longer), it makes sense for them to take it for a test drive.

The best part is that free trials wouldn’t cost you any significant money.

3. Prioritize SEO–your strongest ally 

SEO can produce results like none of the other marketing strategies.

However, it needs expertise and is a long-term game. You won’t find your ROI breaking the needle overnight.

Most SaaS companies are trying to make it to the top of the SERPs (Search Engine Result Pages). To cut through the noise, you need a strong partner with SEO expertise and experience to help you.

Partnering with an SEO agency is a good way to improve your marketing ROI. Additionally, you might also consider SaaS marketing tools to optimize your ROI.

How to Forecast SaaS Marketing ROI

Forecasting requires the same ROI formulas we discussed previously. There’s just one catch: you need to use estimates.

Here are a few ways to make estimates:

• Use empirical probability
• Make an educated guess based on your industry experience 
• Draw comparisons with companies offering a similar product 

The SaaS space has very few companies that are identical enough to be compared. Thus, the comparison approach can be tricky. 

Making an educated guess isn’t all that reliable unless you’re fairly confident—you are guessing, after all.

In most cases, it’s recommended that you use empirical probability. But what is it? Just take a look at the past numbers, observe the changes over the past couple of years (in %), and then project those numbers out into the future.

You’ll still need to use your best judgment for a few of the numbers, though. 

For instance, when forecasting ROI for paid ads, the conversions should improve since you’ll continue to incrementally optimize your ad copy to make it more effective. Quantifying the benefits of your optimized ad copy requires the best judgment.

Experience and judgment play a crucial role when it comes to forecasting ROI.

Get accurate ROI forecasts from Skale

Our team works with B2B SaaS brands to generate serious ROI, every day

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Wrapping up on how to calculate SaaS marketing ROI

That’s a wrap for the complete guide to calculating your SaaS marketing ROI. 

If you weren’t measuring your ROI before, there are no excuses no to now. With these tips and metrics you’ll soon have greater insights into what’s worth your time and what isn’t.

We’ll leave you with one key consideration from Peter Drucker, management guru, on the importance of understanding your ROI:

Get in touch with the Skale team today to start measuring and improving your SEO-powered marketing efforts.

SaaS Marketing ROI FAQs

As of 2021, the Software-as-a-Service (SaaS) industry was a 145 billion dollar market. In 2022, this is expected to rise to $172 billion. That’s some impressive growth.

We’ve listed the top 22 most important metrics for growing SaaS companies, and spoke with top SaaS experts to get you the most valuable SaaS marketing insights in the industry. 

If you’re looking to track business growth but don’t know where to begin, this post is for you. Read on to discover the most important SaaS metrics to track your growth. 

22 SaaS Growth Metrics for Fast-Paced Businesses

While there are several metrics that can analyze a SaaS business, not every metric is a great indicator of the growth of SaaS companies. 

Here are the most important SaaS metrics you need to be tracking to monitor your business growth. With the help of some crucial SaaS marketing tools, these B2B marketing metrics will help you ensure you’re on the right path.

Let’s take a look.

1. Activation Rate

Activation rate is one of the most important SaaS business metrics for understanding growth. 

It gives you an idea of the percentage of users that successfully reach a predetermined milestone. This milestone is chosen by your SaaS marketing team and indicates that a user has begun using your product as you intended—not just signed up and stopped engaging. 

You can track it by collecting data on new signups and activations for any given period, and then plugging into this formula:

Activation rate = Number of activated users / Number of new users x 100

While signups are crucial to help you see who has a strong interest in your product, activation is how to determine if users are actually engaging with your product. You can help convert signups into activations by providing personalized onboarding to new users.

2. Cost of acquiring customer

Customer Acquisition Cost (CAC) is the amount you spend to acquire a single customer. It’s a great way to determine if your marketing tactics are working, and if the ROI is worth your effort.

Keep track of your new customers over a period of time and make sure you’re logging sales and marketing expenditure efficiently. Then, plug that info into this formula:

Customer acquisition cost = Total amount spent on sales and marketing / Total new customers acquired

CAC is an especially important metric for new companies where every sign up makes a difference. It helps assess the value of the acquisition and make correct adjustments going forward. 

A few things to consider for your total amount spent on sales and marketing are: 

• PPC or Social Media Ads 
• Team member’s salaries 
• Marketing tool subscription costs 
• Content creation costs: blogs, design, video, etc.  
• Agency costs 

Combined with customer lifecycle value (CLTV), CAC becomes an even more valuable metric. Talking of which…

Reduce CAC with these SaaS marketing strategies

Skale’s guide covers 16 high-impact strategies we use to reduce CAC and grow MRR for our clients

Read the guide

3. Customer lifecycle value

Customer lifecycle value (CLV) is the average monetary value a customer provides to your business throughout your business relationship. In simple words, it tells you what your average customer is worth to your organization—how much the average customer is spending on your product. 

Alongside CAC, CLV helps you identify whether your business model is viable or not. The formula for calculating CLTV is:

Customer lifecycle value = Average revenue given by a customer per year / Average lifespan of a customer

If you’re at a startup, CLV can help you gauge whether your model will be profitable in the future or not. If you’re an established business, you can review your methods and make adjustments to get more from each customer relationship while spending less acquiring them—this often comes from honing down on retention strategies.

4. Average revenue per user

The average revenue per user is the amount of revenue generated on average from each customer. It’s an indicator of the profitability of a product, and can be calculated using:

Average revenue per user = Total revenue / Total users 

ARPU is essential for calculating MRR—another important SaaS growth metric. 

5. Monthly recurring revenue

Monthly recurring revenue (MRR) is a key metric for SaaS businesses as they’re often—if not always—paid for on a subscription basis. It is the income that businesses can count on receiving every single month.

The formula for calculating MRR is:

Monthly recurring revenue = total number of paying users x average revenue per user (ARPU)

As a subscription-based service, it’s extremely important for you to track and compare revenue month-to-month. It’s an essential metric for growing businesses, however Jane Portman—co-founder of Userlist—warns of the dangers of relying too heavily on MRR:

“MRR could definitely be considered a vanity metric. It could grow well, but there could still be problems at the heart of the business.”

This insight reminds us to use these metrics together—not to pick just one and run with it—a North Star metric. 

Learn from 11 inspiring SaaS marketing campaigns

Discover the tactics these SaaS brands used to grow MRR, brand awareness & beyond

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6. Annual recurring revenue

Annual recurring revenue (ARR) builds on the foundation of MRR, and is used to measure percentage growth year on year. While MRR helps you analyze the highs and lows from month to month, the ARR helps you look at your year as a whole. 

The formula for calculating ARR is simple:

Annual recurring revenue = 12 x MRR

Comparing ARR year-on-year gives you an idea of business stability and overall performance. MRR can quickly change, and ending the year on a low month doesn’t instill much confidence in the business or team. ARR gives you a better picture of business performance and growth. It also allows you to benchmark your progress against previous years. 

7. Customer churn

Churn refers to the percentage of customers that stop doing business with your company over a set period of time. It’s not a fun metric—but it’s important for businesses to understand and rectify. You can calculate churn rate with:

Customer Churn Rate = Customers that leave during a period / Customers at the beginning of the period x 100

The idea is to minimize this rate by constantly engaging users and providing value. For example, Loom sends out email tutorials on new features to engage existing users.

Source

8. Revenue churn

Revenue churn quantifies the loss of existing customers by highlighting the revenue lost as a result of fewer customers. 

Revenue churn = MRR at the beginning of period – MRR at the end of period / MRR at the beginning of period 

Many experts consider revenue churn is the healthier metric compared to customer churn. In fact, Jane Portman from Userlist considers it the most important growth metric:

“For most businesses, net revenue churn would be a good indicator of healthy growth. It syndicates new customer growth, expansion revenue, and churn.”

You want to consider revenue churn alongside customer churn for a full overview of business churn.

9. Active trials

Active trials are a great metric for businesses with a freemium business plan. It’s a good indicator of the success of your marketing efforts, and is especially helpful when testing out different messaging.

The formula for active trials is pretty straightforward:

Active trials = Σ all active subscriptions during a period

If this number is increasing from one period to another, it tells you you’re doing something right. Identifying that something is key for ongoing business growth. Failing to measure your active trials leaves you guessing about the success of your client acquisition efforts.

However, take active trials with a pinch of salt, you want to ensure someone is actually active in your product and hasn’t merely created an account. 

10. Customer engagement score

A customer engagement score tells you how much and how often a customer engages with a product or an event by a business. Your engagement score will depend on the specifics of your product or marketing and what you consider engagement. 

There are plenty of ways to get insights into your customer engagement score, but here’s a simple approach:

Customer Engagement Score = (w1*n1) + (w2 * n2) + … + (w# + n#)

Where w is the weight given to an engagement event and n is the number of times the event occurred. 

It’s not uncommon for SaaS brands to try and recapture passive users by meeting them out of the app to pull them back in and engage with the platform. Pitch does a great job of this with their email marketing strategy.  

Source

Some businesses consider simply logging onto the service as engagement while others have a metric for support tickets being raised once or twice as the highest engagement. It helps you identify whether the methods you deploy work positively for your business or not.

Other SaaS growth metrics to consider

Below are some other metrics that can also prove beneficial for understanding your business’ long-term growth.

11. Trial conversion rate

One of the toughest tasks for SaaS companies is to turn free trials into paying subscriptions. Tracking the conversion rate is a great way to stay ahead of the curve and take steps towards bettering it. 

You should strive for a 25% conversion rate for long-term success. Anything over 30%—give yourself a pat on the back.

12. Leads to customer

Another great tool to know how well you are performing is to track the leads to customer conversion rate. Hundreds of leads mean nothing if none of them convert into paying customers. 

It is also suitable for services that don’t have a trial, though you can track it otherwise as well. The idea is to improve the rate and get a better idea of how many leads you can expect to turn into paying customers. 

13. Expansion revenue

Expansion revenue is the revenue that comes from existing customers. This could be via upselling, cross-selling, or any other addition to the original purchase. Here’s what Jane Portman from Userlist had to say about it:

“Expansion revenue is often overlooked. But it’s an amazing indicator of growth that happens without any marketing efforts.”

This metric is usually tracked by established SaaS companies. Performing well in this metric can help mitigate the loss suffered by way of churn. 

14. Net promoter score

Net Promoter Score (NPS) helps you understand how your existing customers feel and think about your product. You can use this information to improve your product. 

Source

Simply ask your existing customers a question—how likely they are to recommend the product to their friends or what they think you can improve on—and ask them to provide a rating from 1-10. You’ll then identify your detractors (0-6), passives (7-8) and promoters (9-10), and be able to take action to turn everyone into a promoter.

15. Product market fit score

This metric helps you understand how well your product satisfies your customer. Product-market fit is when 40% of your customers would be ‘very disappointed’ if they no longer had access to your product. You get this information from a NPS survey.

With the help of this metric, you can work towards improving your SaaS product marketing, your service and your shortcomings.

16. Customer lifetime value: cost of acquiring customer ratio

This ratio helps in shaping your marketing plan as a whole. When you know the worth of average new customers and the amount you have to spend to acquire them, it becomes easy to gauge whether you are headed in the right direction or not. Once you know this, it becomes easier to send new customers further down the SaaS marketing funnel.

When we spoke to Luke Genoyer, Marketing Director at United World Telecom, they highlighted the importance of CAC/LTV for SaaS businesses:

“LTV/CAC is one of the most underrated growth marketing metrics in SaaS. Too many businesses are paying through the nose for new accounts and leads. For perspective, we’re a bootstrapped, self-funded company, and our LTV/CAC is around 6:1”

It also helps assure your investors and other third parties about the potential of your business strengths.

17. Quick ratio

Social Capital founder Mamoon Hamid came up with the formula to analyze the growth of revenue over a period of time. This ratio pits revenue to churn and indicates the health of your revenue growth—not just its speed. It is especially helpful in directing your inbound marketing practices onto the right path.

18. Marketing sourced revenue (MSR)

This metric indicates how much money your company is actually making from your marketing efforts. However, your marketing efforts are again largely dependent on your marketing goals. 

In case you’re looking for a better view of your SaaS marketing ROI, you want to consider your ROI alongside CAC and CLTV. 

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19. Sales qualified lead (SQL)

These are leads that should be pursued ASAP—they’ve been verified as interested in making a purchase. However, how you identify these leads is entirely down to how your sales team operates and customer journey operates. 

You ideally want to increase SQLs on a monthly basis—it’s another indicator of business growth and potential.

20. Leads according to lifecycle stage

A good marketing playbook will recommend you categorize leads based on their lifecycle stage. 

It is a tactic that saves you time and energy in the long run. It also helps you engage with them with personalized content. 

21. Customer growth rate

An important metric for understanding business growth is your customer growth rate—how quickly you’re gaining new customers. It shows how effectively your business is growing and where you are lacking. 

22. CAC payback period

CAC payback period refers to the number of months it takes to earn back the money invested in acquiring customers. We spoke to Luke Genoyer from United World Telecom for more on this:

“Ideally, you want your customer acquisition costs to be paid back within 6-9 months. If you don’t have a firm grasp on this, your company might end up with a cash flow shortage.”

Wrapping up on the 22 best SaaS growth metrics

SaaS is an extremely competitive market in which you always want to be growing.

The above metrics help ensure your business is on the right growth path by helping you keep track of your business. 

For more support identifying and tracking the growth metrics that matter for your organization, get in touch with the Skale team.

22 SaaS Growth Metrics FAQs

The forecast compound annual growth rate for SaaS is 18%—every year the industry is expected to be 18% larger than the year before. There are lots of opportunities for SaaS businesses to strike gold, but they won’t be doing it without some pretty skilled SaaS product marketing.

Let’s take a look at exactly what we mean by that.

What is product marketing in SaaS?

SaaS product marketing is the process of bringing your SaaS product to market—it refers to the effort made to promote and sell SaaS products and services. It’s an ongoing effort to acquire new customers and establish your SaaS brand within the industry.

SaaS product marketing is responsible for developing positioning, messaging, competitive differentiation, and enabling the sales and marketing teams to ensure everyone’s on the same page. The ultimate goal is to create and close opportunities.

Now, we wouldn’t blame you for sitting there thinking: why can’t I just hire a standard marketer and be done with it?

Read on for the answer.

Product marketing vs SaaS product marketing

Put simply, SaaS product marketers are product experts—they know every single detail about your product. Like all product marketing teams, they lie between the product team and the marketing team—giving them in-depth knowledge on your SaaS services and their value.

SaaS products, unlike other products, aren’t a one-time purchase. SaaS customers consider their software choice on a monthly basis—SaaS businesses need to ensure they stay on top of SaaS product marketing to enjoy consistent MRR.

Non-SaaS product marketing only has to focus on acquiring customers—SaaS product marketing has to focus on acquiring and retaining customers. It’s an ongoing effort that has major implications for SaaS product growth.

Plus, marketing software is different from marketing a product. You can’t create the same flashy promos for SaaS products as you would another product—it’s about communicating the value of your services.

So, how do you go about SaaS product marketing?

Use a SaaS product marketing agency to meet your ARR goals

Skale’s team has created product-led SEO strategies for 30+ SaaS brands, increasing revenue by over 170% for our clients

Learn more

How to market a SaaS Product

A SaaS product marketing plan is something you want to get right—but there are lots of ways to go about it. Each platform has different advantages, and not all content works on every platform. You want to pick and choose what you share and where—and consider how you can leverage each platform to support your SaaS marketing efforts.

1. Use social media for SaaS marketing

Social media is often dismissed as solely a platform for B2C businesses to market their products. Don’t fall into the trap of believing this—83% of B2B marketers advertise on social media. It’s second only to search engines in terms of success.

When you consider that over 3.6 billion people use social media, it’s no surprise that this is a key channel for companies worldwide.

Social media can be used in a number of ways to market your SaaS product. Take a look at how you could use social media to propel your business’ marketing strategy:

• Educate consumers: educating consumers on product-related topics helps position your brand as a thought leader, and aids the customer in their buying journey. It also has a huge impact on the ultimate decision-making process. Interested parties don’t simply get in touch with your sales team to find out more, they spend 27% of the buyer journey doing independent online research.
• Create brand awareness: in order for businesses to engage with your product, they need to know about it. You want to be the first company to mind when business decision-makers consider solutions in your niche. To do this, you need to create an online presence that stands out from the crowd and highlights the benefits of your product.
• Build trust: with a wide variety of B2B solutions in a number of niches; you want to take any opportunity you can to stand out from the crowd. Social media is a chance for you to do this—both with what you post and with what people say about you. 85% of consumers trust an online review just as much as if it was a personal referral from a friend or family member.

You want to get a comprehensive view of your social media efforts with adequate tracking and reporting. It’s important to monitor the success of your social media marketing campaigns to ensure you’re headed down the right track.

Here are some popular tools that social media marketers use to manage and report on their social media campaigns:

1. HubSpot
2. Google Analytics
3. Sprout Social
4. Hootsuite
5. ContentCal

You could also do this through the social network’s own analytics features, like Instagram Insights or Twitter Analytics. These provide a summary of your profile, as well as insights into impressions, reach, and mentions.

Let’s take a look at how email can support your product marketing efforts.

2. Invest in email marketing for SaaS products

SaaS email marketing for your product is different to email marketing efforts for non-SaaS products. Yes, you’re promoting your SaaS product via email, but you’re also focusing on retaining current users. This is a great way to reach customers, but it’s essential to understand the different types of email marketing:

• Email newsletters: are updates you send to your customer base in order to foster community. Email newsletters are a great way of engaging existing and prospective customers around company updates, including new features, upcoming events, and any other relevant content. They can nudge freemium users into activating as paid users.
• Acquisition emails: are emails you send with the intention of moving potential customers through your SaaS marketing funnel faster. Customer acquisition strategies are a key area of focus for SaaS companies. These emails cover lead nurturing, MQL, and SQL email flows.
• Retention emails: customer retention is an essential consideration for any SaaS business model—you must focus on customer success and satisfaction in order to keep customers coming back. Retention emails should engage existing customers with product walkthroughs, customer feedback opportunities, and feature updates.

Building your email list is half the task—you want to reach your target audience as effectively as possible. Get creative with where you place your email list sign-up CTAs, segment your list effectively, and fine-tune your email marketing strategy with automation tools.

3. Try video marketing for SaaS products

Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it as text. That’s a big difference—video marketing is a key opportunity for your SaaS marketing strategy.

SaaS companies have some unique opportunities when it comes to video content marketing. You’ve got ample features and capabilities to highlight and communicate, which helps with both customer retention and lead generation.

You want to create videos that guide viewers through your product and its solutions, and how it can help them within their roles and job-to-be-done. You can also create educational video content by repurposing your blog and social media content. Either way, you’ll need to ensure your videos remain customer-centric and relevant to their story, not product-centric!

4. Use SEO for SaaS product marketing

Investing in search engine optimization is a big step for SaaS businesses- but it can come with a great marketing ROI. The initial cost and long-term approach can be off-putting—but it’s a must for growing businesses. Plus, the sooner you start, the better. In fact, 61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority.

There are three types of SEO you want to consider for your SaaS company:

1. On-page SEO: refers to all of the SEO changes you make on your website. It includes aspects like optimizing website copy, creating high-value blog content, and optimizing your website for your relevant keywords.
2. Off-page SEO: refers to all the ways you can increase your domain authority. This includes link building, brand mentions, and social media to drive organic traffic. Off-page SEO is a key part of SEO marketing—with 69% of traffic going to the top five results, you want to ensure you’re ranking highly.
3. Technical SEO: refers to all the technical aspects of your website. It includes making improvements to your title tags and metadata, speeding up page load time, and ensuring your website is mobile-friendly. This is especially important considering that by 2025, nearly 73% of internet users will access the internet solely via mobile devices.

Through a combination of these three approaches, SaaS marketers can improve the top four ranking factors: direct website visits, time on site, pages per session, and bounce rate. By improving these, SaaS product marketers can expect to see big improvements in domain authority, and ultimately product sales.

5. Use paid ads in SaaS marketing campaigns

Last, but by no means least, on our list of SaaS product marketing channels. It’s long been the primary focus of marketers and it’s still a popular approach—no surprise considering paid ads have a 200% ROI.

Paid ads aren’t just those you see on google—there are plenty of places you can pay for your product to be seen. LinkedIn, Facebook, Capterra—all of these offer advertising space for companies to promote their products. Knowing where your target customers spend their time is an essential consideration for your PPC efforts.

Paid ads also offer a great opportunity for ‘retargeting’, which consists in reaching out to those who already interacted with your website in some way. It’s an effective product marketing strategy—customers are up to 70% more likely to buy your product when you use retargeting.

The debate around SEO vs PPC has been ongoing, but the approaches should be used in unison. Paid ads—a foundation of the AARRR framework—can drive your initial clicks, but a lot of product marketers are moving to the RARRA framework. RARRA focuses on retention over acquisition for business growth. 

Plus, your market research and B2B keyword research helps inform both strategies—let your SaaS marketing team have a crack at both.

Create a P&L statement that impacts marketing ROI for the future

Learn how to create a P&L statement that aligns your marketing goals with growth plans

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SaaS Product Marketing Examples

Now that we’ve seen the various ways in which we can approach SaaS product marketing, let’s see some real-life examples that have done wonders for their creators.

MailChimp

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MailChimp is one of the biggest names in email marketing, but when they saw the chance to be more than that—they took it. They’ve recently expanded to become an all-in-one marketing suite for small businesses.

What MailChimp did right was identify how customers used their tools to grow their business. From then on, MailChimp has focused on highlighting the ways in which the tool helps small businesses affordably grow.

They know that whilst users may love their in-depth analytics features or design studio, their main focus is to grow their business. They successfully employ the is-means-does framework to highlight not what their product is, but what it means for businesses—an opportunity for small businesses to grow. 

So, that’s what they lead with—as we can see with their ‘growing businesses‘ landing page.

WeTransfer

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WeTransfer is another great example of SaaS product marketing strategies—this time with a focus on converting existing customers to paying customers. They do this by optimizing their use of the loading screens users encounter when uploading files to their site. Many users don’t even realize there’s a paid version of the software, so this is an effective way to communicate its value and features.

When uploading files, users are presented with screens similar to the above. Non-intrusive content marketing aims to inform users of the paid options available to them whilst they wait for their files to upload. The benefits of this are two-fold:

1. Users are able to learn about the paid plan
2. Users are less likely to get bored and exit the software

The copy is playful and inviting, and brings in more marketing qualified leads as they’re already using the product. It’s fighting churn while shooting for paid activation and retention. A triple threat.

Userpilot

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Userpilot’s content marketing efforts are a great example of a content-lead product marketing strategy. Content marketing helps build brand awareness, drive organic traffic, and increase lead generation.
Check out this article on Content Marketing Metrics & KPIs.

By creating high-quality, industry-specific content, Userpilot is able to engage users within their target industry and audience. It’s also a great way to gain high-value SaaS backlinks to their website—standard practice dictates that anyone using their research should link back to the source: Userpilot.

The data collected—which they’ve collected through their own business operations—can be used by other marketers to back up their claims.

4 SaaS Product Marketing Tips 

To finish off our deep dive into SaaS product marketing, let’s take a look at some top tips from around the industry.

1. Define your approach to product-led growth

The specific campaigns you develop depend on your approach to growth—AARRR vs RARRA. We recommend product-led businesses, such as SaaS companies, approach growth with the RARRA framework. 

RARRA puts customer retention first—the idea is that happy customers lead to more referrals and greater acquisition. You can prioritize retention through a variety of methods, such as simple in-app tutorials, comprehensive user onboarding, and improved user adoption strategies.

Get creative with your product marketing—find exciting ways to communicate and guide users towards their Aha! moments. Marketing is meant to be creative, but there’s no product where this is more important than software. The intangible nature of SaaS products makes efficiently communicating their value a key factor in the marketing process.

2. Offer users a free trial

Freemium in SaaS is pretty common—and that’s not without good reason. Users want to ‘try-before-they-buy’, especially when software solutions can be a considerable investment. Consider your audience here—you’re likely catering to small and medium businesses with your solution.

Freemium enables users to try out your software—if they love it, you’re in a better position to up-sell your premium services than to somebody who’s never used your services.

3. Prioritize user experience

User experience is something you need to prioritize at all stages of the sales funnel—ensure your website it’s easy to navigate. Improving UX has two main benefits for your SaaS products, such as:

• Improving the overall experience users have on your site, reducing bounce rate, and increasing pages per session
• Delivering a unique in-product experience that users can’t help but rave about.

Creating an enjoyable experience for all improves the way users see your product. You can help boost your ranking through UX/UI design.

4. Track all your efforts

Our final top tip is a big one—you want to ensure you keep an eye on how your efforts are going. There’s no way to know if your marketing campaigns are working if you don’t have a way to track and manage relevant SaaS growth metrics.

As part of this, establish some key marketing metrics and marketing tools at the start of your product marketing process, and check back on these monthly to see what’s working and what isn’t. Keep in mind that some strategies take longer to deliver results—don’t give up just because things are taking some time.

You may also like B2B SaaS Marketing Strategies.

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SaaS Product Marketing FAQs

In a rapidly expanding market, SaaS businesses have a golden opportunity to increase market share and boost Monthly Recurring Revenue (MRR). SaaS marketing teams employ dynamic tactics tailored to the unique SaaS landscape, prioritizing lead generation, and customer retention, and optimizing the SaaS marketing funnel to minimize churn.

To seize this opportunity, SaaS companies need to move fast. In fact, global cloud spending is projected to grow by an impressive 21.7% in 2022. Unlike traditional B2B marketing, SaaS marketing strategies are designed to stay ahead of the curve. It’s crucial to strike the right balance when educating customers about your solution, as overwhelming them with excessive information can be counterproductive.

Drawing up an effective SaaS marketing strategy can be tricky, but we’ll walk you through sixteen digital marketing tactics and strategies so you can propel your SaaS business’s growth to the next level:

1. Build a communicative online presence
2. Use content marketing to highlight your value
3. Build topical authority by creating guide content
4. Make signing up easy and offer a free trial
5. Iterate use cases and automate page creation
6. Create case studies
7. Create free tools
8. Use Capterra PPC Ads to capture demand
9. Create high-intent solution-focused content
10. Get your product on customer review sites
11. Introduce incentives for referral marketing
12. Collaborate with related SaaS companies
13. Engage potential users with a podcast
14. Stay relevant with consistent email marketing
15. Keep on top of social media for your business
16. Work with a specialized SaaS marketing agency

16 B2B SaaS marketing tactics to supercharge your strategy

Before we give you the 16 B2B SaaS marketing tactics, we want to highlight the importance of goal-setting in SaaS marketing.

Goal-setting is a critical aspect of SaaS marketing, as it provides a clear direction and framework for success. By setting specific and measurable goals, SaaS businesses can effectively track their progress and optimize their marketing strategies.

Here are some possible goals to consider when formulating a comprehensive SaaS marketing strategy and deciding which tactics to go for:

• Increase lead generation and attract a larger audience
• Improve conversion rates and optimize the SaaS marketing funnel
• Enhance customer retention and reduce churn rate
• Boost customer engagement and encourage active usage of the SaaS product
• Expand market share and increase brand awareness
• Establish thought leadership and become a trusted authority in the industry
• Drive customer referrals and foster a strong word-of-mouth marketing network
• Increase customer lifetime value (CLTV) and maximize revenue from existing customers
• Strengthen customer relationships and improve overall customer satisfaction
• Enhance marketing ROI by implementing effective tracking and measurement mechanisms

By setting and pursuing these goals, SaaS businesses can align their marketing efforts towards tangible outcomes, ensuring sustained growth and success in the highly competitive SaaS market. Now, let’s look at the tactics that will help you achieve your goals.

1. Build a communicative online presence

The faster you can respond to existing customers or leads, the better.

All SaaS companies want to respond to their customers and leads right away, but that can be tricky when you’re managing multiple marketing channels. Tricky, but not impossible.

Many SaaS companies–like ClickUp–are acing their customer-facing communications.

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ClickUp’s social media marketing game is hitting the nail on the head. They don’t only answer grievances; they respond to almost all types of communications—customer feedback, queries, and appreciation.

They even jump into conversations where the user hasn’t tagged them but has mentioned the product.

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Being proactive goes a long way in the SaaS industry. Keep putting your name out there, and you will see results.

2. Use content marketing to highlight your value

If you’ve only just started marketing your SaaS product that’s still in its infancy, you might find it daunting to compete with the big wigs.

Your website won’t have a high enough domain authority to rank for keywords with high keyword difficulty, meaning you’ll find it hard to dethrone the top rankers. Luckily for you, you don’t have to.

Instead of focusing on top of the funnel (ToFu) content, focus on the low-hanging fruits. Do some B2B keyword research and find keywords with low competition and high intent.

Workzone—the project management tool—does this well. It competes with SaaS companies like Asana and Monday.com–and guess what you’ll find at the top of the SERP when searching for Asana alternatives?

John Doherty, Founder and CEO of Credo, agrees that focusing on low-volume, high-intent keywords is a good SaaS marketing strategy. He explains:

“With B2B SaaS SEO, it’s important to focus on high intent keywords. While ranking number one for that keyword may only drive 100 clicks in that month, you know that a relatively high percentage (10–20%) are going to become users. 

Do this 10 times over with various keywords and you’re at 100+ new signups per month. Depending on your price point (which in B2B should be healthy), this can mean a solid base of profitable growth off of which to grow.”

When comparing your SaaS products with your competitors, be objective. Your goal is not to focus on where competitors are losing, but to highlight where you’re winning.

3. Build topical authority by creating guide content

SaaS companies that invest in content marketing can see ROI as high as 647%. Whilst you shouldn’t take this number as gospel, it’s definitely an indicator of content marketing’s potential.

A strategy we’ve noticed works well for our SaaS customers at Skale is positioning them as industry thought leaders. We tend to do this through heavily-researched, deep-dive guides.

That doesn’t mean reading the first ten results on Google, rehashing the content, and establishing yourself as an authoritative brand. You should study your target audience and cater to their specific needs.

Provide them with the value that your competitor’s content doesn’t, and do it in a more user-friendly way. Back your content and claims with up-to-date statistics and in-house research data where possible. Share expert opinions to build your brand’s credibility and address your reader’s pain point.

As our SEO Growth Strategist, Madison Holroyd, explains:

“It seems like many SEO specialists think of authority as only a ranking factor and not the tool for persuasion it is. 

Missing the idea that once you not only establish yourself as an authority in Google’s eyes but in the minds of those in the market place you’ve won half the battle to convert. This is because once you have authority in a marketplace potential clients will automatically trust you over competitors and seek out your advice.”

You should view building industry authority also as a sales strategy, not just a ranking factor. Focus on answering your reader’s questions and go above and beyond the target keyword.

4. Make signing up easy and offer a free trial

Signing up shouldn’t be tedious. Making the signup process quick and easy is a no-brainer for SaaS providers.

Populate your landing pages with clear, strategically-placed CTAs. Mention that the user can sign up and solve their problem with a single click–highlight how easy the process is with some simple copy.

For instance, look at how Pipedrive has a call to action (CTA) on its homepage. From this pop-up, you can create an account and activate your 14-day free trial with a single click.

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Speaking of trials—they can help accelerate your B2B customer acquisition efforts. The freemium model has long been a topic of debate in SaaS—with experts like Neil Patel having argued that a free trial could be dangerous for SaaS companies.

However, the cost-benefit almost always justifies offering a free trial for a SaaS company. There’s very little cost to providing a free trial for a SaaS product. 

Put simply, free trials are a very low-cost SaaS marketing strategy where you can highlight your: 

• Amazing product
• Top-notch customer success and support teams

5. Iterate use cases and automate page creation

You can also aim to rank for keywords for your use cases—where and how businesses tend to use your product. Determine your software’s use cases and workflows and automate page creation to rank for relevant search terms for each individual use case.

HappyScribe, one of our SaaS clients, transcribes audiovisual content into a downloadable text file. There’s just one caveat—there are countless audio and video formats out there.

HappyScribe tackled this caveat by creating a page dedicated to each format. The website has a different landing page for Mp3 to text, Mp4 to text, M4a to text… you get the gist. 

They also have different pages for all the languages available on their platform, including English, Spanish, and German.

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Note that all pages look exactly the same, except for the relevant format or language. Now, you could argue that it’s duplicate content—but the strategy has worked very well for HappyScribe.

Our SEO Growth Strategist Jordi Cubiró explains why this strategy adds value to your search engine optimization efforts:

“The truth is that even though the pages contain almost the exact same text, they are serving different purposes and they are doing it properly.

If we were to look at user behavior metrics within those pages we would see that time on the page is high and that the exit rate is super low, since users find the tool useful and sign up. 

That’s why spending time defining your user personas and use cases is so important because, in the end, it will help you determine which kind of workflows your software helps users achieve.”

6. Create case studies

82% of tech marketers use case studies because they find them to be persuasive. Your customers are more likely to trust unpaid recommendations over traditional marketing.

Take Skale’s case study, for example. It showcases results immediately in the heading: 4.5x increase in signups in less than 12 months. There are also several other Skale’s case studies as well as quotes from clients on our homepage that act as social proof.

People love stories. Case studies are stories of your business’s success from your biggest advocates—satisfied clients who are happy to recommend your product.

If case studies sound intimidating, don’t worry. Use HubSpot’s guide and template to create your first case study and start showcasing results to your potential customers.

7. Create free tools

SaaS providers often have the resources to create free tools like calculators cost-effectively. Free tools are an excellent way to put your brand in front of users who aren’t directly looking for your product, but searching for a related keyword you don’t currently rank for.

Take SurveyMonkey’s AB Testing Calculator for instance. It’s a free tool that provides value and introduces site visitors to SurveyMonkey.

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Free tools aren’t only a great way to bring more site visitors—they’re also great for link building as they typically get a lot of backlinks from other websites.

8. Use Capterra PPC Ads to capture demand

Capterra’s PPC (pay-per-click) program is a low-cost alternative to Google Ads for yielding high-intent traffic. Users come to Capterra with a buying mindset to compare the software solutions available to them.

PPC campaigns on Capterra work more or less the same way as Google Ads or Facebook Ads. You can target your audience by category and geography.

However, bidding works differently on Capterra than Google Ads. Capterra places paid ads before all organic results, and bids are set in increments of $0.25. 

You will get no impressions on Google Ads with a very low bid, but you still might get a few on Capterra given that your ad will still be above all organic results.

If you’re keen on adding Capterra’s PPC to your SaaS marketing plan, our SEO Growth Strategist Ryan Prior has some advice for you.

Ryan explains that to run a successful Capterra PPC campaign, you should carefully study the categories before bidding. Consider your positioning, ICP (Ideal Customer Profile), and analyze your competition. He sheds more light on this using an example:

“For example, for Toggl Plan, the project management software category (on Capterra) had, by far, the most volume. It was also, however, the most competitive and had the highest cost-per-click. 

Plus, even though Toggl Plan is indeed a project management software, we found through user interviews that our ICP’s biggest reason to use Toggl Plan was for resource capacity planning. Guess what? That category was much cheaper, and the sign-ups activated & converted at a higher rate. Win-win!”

9. Create high-intent solution-focused content

Ranking for high-intent keywords will allow you to be more aggressive with your CTAs and offer better conversions. You’ll also have enough organic search traffic to dial your marketing efforts down with supporting content like webinars.

‘How-to’ guides are a great example of the high-intent, solution-focused content that your content marketing strategy should include. When you create content that ranks for high-intent keywords, you put your brand’s name in front of potential customers exactly when they’re interested in the solution you provide.

Look at the current content ranking in the SERPs before you create your content. Is it a listicle? Is it a step-by-step guide? Does it include video?

Here are some excellent examples of ‘How-to‘ content that converts clicks into marketing qualified leads (MQLs):

• 10 Simple Ways To Measure Brand Awareness by Attest
• How To Create An Employee Benefits Package by Perkbox
• How To Hire A Graphic Designer by TestGorilla

Level up your content quality

Steal tactics from our guide and start creating high-intent solution-focused content

Read here

10. Get your product on customer review sites

Websites like G2, Capterra, and TrustRadius are so big because customers trust the reviews they see to better inform their decision.

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Your potential customers may be comparing SaaS products on one of these websites so you should aim to include them in your SaaS marketing strategy.

It’s not tough, either–you can get your product on review sites by contacting the review site’s editorial team.

Don’t just think of review sites as a stage for showcasing your product. It’s a place where customers will comment on aspects of your product that you hadn’t thought of yourself. Make good use of feedback to see what you can improve, and keep doing what your existing customers love about you.

11. Introduce incentives for referral marketing

SaaS marketing is a world apart from marketing for other businesses. However, there’s still one thing that works equally well for them—referrals. Unsurprisingly, B2B companies with referrals experience a 70% higher conversion rate.

You’d be surprised how much effort your customer might put in to get that one extra month of premium subscription. However, the more you can sweeten the pot, the more referrals you’ll get.

Be careful never to low-ball your customers, though. You probably won’t see much action in your referral program if you offer $2 for every signup. You must make it worth your customer’s time.

For instance, Airtable offers $10 in credit for every referral that signs up. You can use it to upgrade to a premium plan or extend your current plan. Oh, and you also get the referral incentives for adding collaborators. Neat, huh?

12. Collaborate with related SaaS companies

68% of customers make buying decisions—without feeling the need to speak with a sales rep—after seeing a co-marketing campaign.

Adding a co-marketing campaign to your SaaS marketing strategy can help you reach a new audience within the industry. This is why co-marketing is an excellent way to generate leads and earn a potential customer’s confidence.

As J.C. Granger, CEO of Infinity Marketing Group, explains:

“Partnerships created through co-marketing can help boost business in a number of ways. By presenting a co-marketed offer, you show that not only do you both have a lot to offer but that you also endorse each other’s services—which goes a long way in building trust and value within your industry.”

Start by identifying SaaS companies with a product that aligns well with your solution. Next, create proposals and get in touch with those companies to find out if they’d be interested in collaborating on a co-marketing campaign.

Provide details about the budget and how you’ll split the costs, as well as any other information you believe might be relevant for the decision-makers.

13. Engage potential users with a podcast

Podcasts have emerged as a powerful medium for B2B companies to engage potential users and establish thought leadership in the SaaS industry—at least a fifth of all SaaS businesses now have a podcast. Incorporating podcasts into your SaaS marketing strategy can help you reach a wider audience and build meaningful connections.

One effective SaaS marketing tip is to create a podcast that focuses on industry trends, best practices, and insights from experts. By offering valuable content, you position your brand as a trusted resource, attracting potential users who are seeking solutions to their business challenges.

Invite industry influencers and thought leaders as guests on your podcast, discussing topics that resonate with your target audience. This not only brings perspectives fresh right out of the oven to your content but also helps in expanding your network and reaching new potential users.

Sweet Fish’s B2B Growth is one of the most popular B2B podcasts that exist out there. And with more than 1K episodes, 4-9-star rating, and 393 reviews, you know people are listening to it. This helps Sweet Fish be top of mind and builds its brand awareness and industry authority.

Start incorporating podcasts into your SaaS marketing strategy, and you’ll be able to effectively engage potential users, establish thought leadership, and drive brand awareness in the B2B space. Best of all, you don’t need fancy equipment, you can just start with the voice recorder from your phone!

14. Stay relevant with consistent email marketing

In the fast-paced world of B2B SaaS marketing, you need to stay on top of your potential users’ minds. Enter: consistent email marketing. It’s your secret weapon to nurture leads, build relationships, and drive conversions. Ok, maybe it’s not so secret seeing how 56% of companies said they would increase their email marketing budget in the coming years!

Personalization is the name of the game. Slice and dice your email list based on behavior, preferences, and lifecycle stages to dish out customized content that hits the spot. Serve up subject lines that tempt recipients to open your emails. Then, serve a main course of concise, benefit-driven copy that leaves them craving your SaaS solution. Here’s a saucy SaaS marketing tip: spice up your email campaigns with personality to keep your brand sizzling.

Don’t forget the icing on the cake: persuasive calls-to-action that lead to irresistible landing pages or free trial sign-ups. Automate your email sequences to ensure a regular flow of mouthwatering content, like educational resources, case studies, and success stories.

Don’t forget to constantly check your key metrics like open rates, click-through rates, and conversions and adjust when necessary.With an engaging email marketing strategy, you’ll stay at the top of the B2B SaaS game, tantalize potential users, and serve up conversions like a true marketing chef. Bon appétit!

15. Keep on top of social media for your business

Social media has become a vital component of any successful SaaS marketing strategy. It’s not just about posting cute cat videos or sharing your lunch anymore (although, who doesn’t love a good cat video?). Social media platforms like LinkedIn, Twitter, and Facebook offer a powerful channel to engage with your B2B audience and showcase your SaaS solution.

Don’t underestimate the power of social media in building brand awareness and driving lead generation. It’s like having a virtual megaphone to shout about your product from the virtual mountaintop.

A great example of the use of social media is Slack. The group messaging app that everyone loves has a strong social media marketing game.

They’re very active, posting memes, business insights, reports and more, building up a whopping 1 million followers: their secret is that they know how to engage with people. They show that there are real humans behind the brand —and ones with great humor! As an example, check this response to a post that no other brand would really engage with since it’s low on the radar.

But here’s the thing: social media moves faster than a cheetah on roller skates. So, you’ve got to keep up! Regularly monitor your social media accounts, respond to comments, and join relevant conversations. Share valuable insights, industry news, and success stories that demonstrate how your SaaS product can solve your customers’ pain points.

Remember, it’s not just about talking at your audience; it’s about engaging with them. Be authentic, show your personality, and create meaningful connections. After all, social media is where the magic happens, so hop on board and make it work for your B2B SaaS business!

16. Work with a specialized SaaS marketing agency

Running a successful SaaS business requires a lot of juggling: product development, customer support, and, of course, marketing. But here’s a SaaS marketing tip: You don’t have to do it all on your own. Enter the superheroes of the SaaS world—the specialized SaaS marketing agencies, like Skale.

These marketing maestros know the B2B SaaS landscape like the back of their hand. They eat, sleep, and breathe SaaS marketing strategies, making them the ultimate allies in your quest for growth. Think of them as your sidekick, ready to take your business to new heights.

Working with a specialized SaaS marketing agency gives you access to a team of experts who understand the unique challenges of your industry. They know how to position your SaaS solution, target the right audience, and craft compelling campaigns that convert.

But hey, not all heroes wear capes. Agencies bring personality, creativity, and a sprinkle of magic to their work. They become an extension of your team, collaborating closely to align marketing efforts with your business goals.So, if you’re feeling overwhelmed or just want to level up your SaaS marketing game, consider giving us a call. Together, we’ll achieve your marketing and business goals. Not sure? Check what we’ve done for others–and can easily achieve with you.

Which B2B SaaS marketing tactic will you try first?

There are lots of moving parts when it comes to a successful SaaS marketing strategy. It’s easy to get overwhelmed, but take it step by step.

Regardless of which SaaS niche you’re serving, you’ll be able to use the marketing strategies discussed in this guide. Start getting your hands dirty with these tactics, experiment a little, and you’ll start seeing results. Once you start getting the hang of it, you could even create your own thought-leading SaaS marketing playbook.

Of course, if you’ve got too many hats to wear, you can always seek help from an experienced SaaS marketing agency. They’ll handle all the tricky bits so you can focus on what you do best—get in touch.

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