A SaaS Marketing Guide to Software as a Service (SaaS) for SaaS Marketers

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    Software as a Service, or SaaS, is a model of software delivery that allows users to access software over the internet, rather than having to install it on their own computers or servers. This model has revolutionised the way businesses operate, offering a host of benefits including cost savings, scalability, and flexibility. As such, marketing for SaaS products presents unique opportunities and challenges that require a deep understanding of the model and its implications.

    In this glossary entry, we delve into the world of SaaS marketing, exploring its key concepts, strategies, and best practices. We will discuss everything from the basic principles of SaaS, to the intricacies of customer acquisition, retention, and growth in the SaaS environment. This comprehensive guide is designed to equip SaaS marketers with the knowledge they need to successfully navigate this dynamic and rapidly evolving field.

    Understanding SaaS

    Before we delve into the specifics of SaaS marketing, it’s important to have a solid understanding of what SaaS is and how it works. SaaS is a method of software delivery where applications are hosted remotely on the provider’s servers and accessed by users over the internet. This contrasts with traditional software delivery models, where software is installed directly on the user’s hardware.

    SaaS offers numerous advantages over traditional models, including lower upfront costs, scalability, and the ability to access the software from any device with an internet connection. However, it also presents unique challenges, such as the need for continuous customer engagement and the importance of delivering a high-quality user experience.

    Key Characteristics of SaaS

    SaaS has several key characteristics that differentiate it from other software delivery models. One of these is its subscription-based pricing model, where users pay a recurring fee to access the software. This contrasts with traditional software purchases, where users pay a one-time fee for a perpetual license.

    Another characteristic of SaaS is its centralised nature. Because the software is hosted on the provider’s servers, updates and improvements can be rolled out to all users simultaneously, without the need for individual installations. This also allows for real-time data collection and analysis, which can be used to improve the software and tailor it to the needs of individual users.

    The SaaS Market

    The SaaS market has grown rapidly in recent years, driven by the increasing adoption of cloud computing and the shift towards digital transformation in businesses of all sizes. This growth has been further accelerated by the COVID-19 pandemic, which has increased the demand for remote working solutions and digital services.

    As the market continues to expand, competition among SaaS providers is intensifying. This makes it increasingly important for SaaS marketers to understand their target audience, differentiate their product, and develop effective strategies for customer acquisition and retention.

    SaaS Marketing: An Overview

    SaaS marketing refers to the strategies and tactics used to attract, engage, and retain customers for a SaaS product. Because of the unique characteristics of the SaaS model, these strategies often differ significantly from those used in traditional marketing.

    One of the key differences is the emphasis on customer retention. In the SaaS model, customer lifetime value (CLTV) is often more important than immediate sales, as the recurring revenue from subscriptions can far exceed the initial acquisition cost. This makes it crucial for SaaS marketers to focus not only on attracting new customers, but also on keeping existing customers satisfied and engaged.

    Key Concepts in SaaS Marketing

    There are several key concepts that are central to SaaS marketing. One of these is the sales funnel, which describes the customer’s journey from awareness to purchase. In SaaS marketing, this funnel often extends beyond the initial purchase to include onboarding, engagement, and retention stages.

    Another key concept is customer segmentation. This involves dividing the market into distinct groups based on characteristics such as industry, company size, or user role, and tailoring marketing efforts to the specific needs and preferences of each group. This can help SaaS marketers to more effectively target their audience and deliver a more personalised user experience.

    SaaS Marketing Strategies

    There are many different strategies that can be used in SaaS marketing, depending on the specific goals and circumstances of the business. Some common strategies include content marketing, search engine optimisation (SEO), social media marketing, email marketing, and influencer marketing.

    Regardless of the specific strategies used, successful SaaS marketing requires a deep understanding of the target audience, a clear value proposition, and a strong focus on customer engagement and retention. It also requires ongoing testing and optimisation to ensure that marketing efforts are effective and deliver a strong return on investment.

    Customer Acquisition in SaaS Marketing

    Customer acquisition is a critical component of SaaS marketing. This involves attracting new users to the product and converting them into paying customers. Because of the high cost of customer acquisition in the SaaS model, it’s important to have a clear strategy in place and to constantly monitor and optimise acquisition efforts.

    There are many different tactics that can be used for customer acquisition, including paid advertising, content marketing, SEO, social media marketing, and more. The best approach will depend on a variety of factors, including the target audience, the competitive landscape, and the specific features and benefits of the product.

    Lead Generation

    Lead generation is a key part of the customer acquisition process. This involves identifying potential customers (or ‘leads’) and encouraging them to express interest in the product. This can be done through a variety of methods, including content marketing, email marketing, social media marketing, and more.

    Once a lead has been generated, it’s important to nurture that lead through the sales funnel. This involves providing them with relevant information and incentives to encourage them to make a purchase. This can be a complex process, requiring careful planning and coordination across multiple channels and touchpoints.

    Conversion Rate Optimisation

    Conversion rate optimisation (CRO) is another important aspect of customer acquisition. This involves improving the effectiveness of marketing efforts to increase the percentage of leads that convert into paying customers. This can involve a variety of tactics, from improving the design and usability of the website, to refining the messaging and value proposition.

    CRO is a continuous process that requires ongoing testing and analysis. By constantly monitoring and optimising conversion rates, SaaS marketers can maximise the return on their marketing investment and ensure that their acquisition efforts are as effective as possible.

    Customer Retention and Growth in SaaS Marketing

    While customer acquisition is important, customer retention and growth are equally critical in SaaS marketing. Because of the subscription-based nature of SaaS, retaining existing customers and encouraging them to upgrade or expand their usage can be more profitable than acquiring new customers.

    Customer retention involves keeping existing customers satisfied and engaged with the product, so that they continue to subscribe and use the product over time. Customer growth, on the other hand, involves encouraging customers to increase their usage or upgrade to a higher-priced plan, thereby increasing their lifetime value.

    Customer Engagement

    Customer engagement is a key aspect of customer retention. This involves keeping customers actively involved with the product and the brand, through methods such as email marketing, social media engagement, and personalised content.

    Engaged customers are more likely to remain loyal to the brand, recommend the product to others, and upgrade or expand their usage. Therefore, customer engagement should be a key focus of any SaaS marketing strategy.

    Customer Success

    Customer success is another important aspect of customer retention and growth. This involves ensuring that customers achieve their desired outcomes with the product, and providing support and resources to help them do so.

    By focusing on customer success, SaaS marketers can increase customer satisfaction, reduce churn, and drive growth. This requires a proactive approach, with ongoing monitoring of customer usage and feedback, and timely intervention when issues arise.

    Measuring Success in SaaS Marketing

    Like any form of marketing, it’s important to measure the success of SaaS marketing efforts. This involves tracking a variety of metrics and KPIs, and using this data to evaluate performance and guide future strategies.

    There are many different metrics that can be used in SaaS marketing, depending on the specific goals and strategies of the business. However, some of the most common metrics include customer acquisition cost (CAC), customer lifetime value (CLTV), churn rate, and conversion rate.

    Key Metrics in SaaS Marketing

    Customer Acquisition Cost (CAC) is a key metric in SaaS marketing. This measures the average cost of acquiring a new customer, including all marketing and sales expenses. By tracking CAC, SaaS marketers can evaluate the efficiency of their acquisition efforts and ensure that they are sustainable in the long term.

    Customer Lifetime Value (CLTV) is another important metric. This measures the total revenue that a customer is expected to generate over the course of their relationship with the business. By comparing CLTV to CAC, SaaS marketers can ensure that they are generating a positive return on their marketing investment.

    Using Data to Drive SaaS Marketing

    Data is a powerful tool in SaaS marketing. By collecting and analysing data on customer behaviour, preferences, and feedback, SaaS marketers can gain valuable insights that can be used to improve their strategies and tactics.

    Data can be used in many different ways in SaaS marketing, from segmenting the audience and personalising content, to optimising conversion rates and predicting churn. However, it’s important to use data responsibly and ethically, and to comply with all relevant privacy and data protection regulations.


    SaaS marketing is a complex and rapidly evolving field, requiring a deep understanding of the SaaS model, the target audience, and the latest marketing strategies and technologies. By focusing on customer acquisition, retention, and growth, and by using data to drive decision-making, SaaS marketers can achieve success in this challenging environment.

    Whether you’re a seasoned SaaS marketer or just starting out in this field, we hope that this glossary entry has provided you with a comprehensive overview of SaaS marketing and equipped you with the knowledge you need to succeed. Remember, the key to successful SaaS marketing is continuous learning and adaptation, so keep exploring, experimenting, and optimising, and you’re sure to achieve great results.