Much like fingerprints, SaaS playbooks are unique to individual businesses. A B2C SaaS company aiming to simplify home budgeting might leverage Instagram's visual appeal and engaging explainer videos to capture attention. On the other hand, a complex B2B CRM solution might experience faster growth through targeted email campaigns and in-depth content that showcases its features and industry expertise.
This blog post explores various marketing channels available to SaaS companies, helping you identify the ones that resonate best with your target market. We'll explore direct and indirect channels and their pros and cons. Buckle up, SaaS marketers—let's craft a winning playbook for your business!
SaaS companies can reach their target audience through two primary channels: direct and indirect.
Direct marketing channels can further be classified as inbound and outbound channels.
Inbound channels focus on creating valuable content, building relationships with the target audience, and attracting them to your business organically. This involves strategies like SaaS content marketing, SEO, social media, and email marketing.
On the other hand, outbound channels involve actively reaching out to potential customers through more traditional methods such as cold calling, advertising, and direct mail. While outbound marketing can be effective, it can also be intrusive and less likely to resonate with customers who value their privacy. Let’s break this down further.
Here are some of the most popular and successful SaaS inbound marketing channels:
One of the most effective inbound marketing methodologies is search engine optimization which improves a SaaS company's website visibility in search engine results pages (SERPs) for relevant keywords. This involves optimizing various aspects of the website, including on-page elements, content, technical structure, and user experience to ensure it ranks higher in search results and attracts organic traffic.
SmallPDF, a PDF editing and conversion tool, targeted high-volume keywords like "Word to PDF" and published free tools for users. Localization efforts(publishing tools in various languages like Portuguese and Indonesian) contributed to their annual revenue of $2.2 billion.
Pros:
Cons:
Best suited for: SaaS business working with a low budget but can allocate the expertise, and resources for growth in this channel.
Content marketing is a strategic approach to creating and sharing relevant content. This content aims to educate, entertain, or inspire potential customers, ultimately leading them to your SaaS product as a solution.
HubSpot, a leading marketing automation platform, is a prime example of how content marketing can fuel SaaS success. They’ve addressed a range of topics from guides like “Ultimate Guide to Content Creation” to tutorials on “How to do Email Marketing with Hubspot”.
Pros:
Cons:
Best suited for: SaaS businesses looking to establish their base in the digital space and build long-term visibility through organic growth strategies.
According to IDG, 84 percent of C-level and VP-level buyers are influenced by social media when purchasing. By leveraging the power of social media, businesses can distribute high-quality content in different formats like videos, infographics, and blogs to build brand awareness. Leverage social media platforms like LinkedIn, Facebook, and TikTok to engage with your audience and foster a sense of community.
Chilli Piper uses a fun, quirky tone to attract and engage a wide audience on LinkedIn:
Pros:
Cons:
Best suited for: A SaaS business aiming to strengthen its brand and engage with both current customers and new prospects.
Email marketing is a form of direct marketing strategy that involves sending electronic messages to a list of subscribers. It's a powerful tool for businesses to build relationships with existing customers, promote products or services, and drive sales.
Whale Mail by TripleWhale is an engaging newsletter that addresses various tactics and benchmark metrics for e-commerce companies.
Pros:
Cons:
Best suited for: SaaS organizations seeking to enhance customer engagement and drive revenue through targeted communication.
Webinars typically involve a live presentation, often accompanied by audio and video, where an expert or presenter shares knowledge or information with a remote audience. SurferSEO Academy managed to strengthen a network of professionals due to this approach.
Pros:
Cons:
Best suited for: SaaS companies who want to establish themselves as thought leaders, while educating their target audience to generate leads.
It is a type of marketing strategy that involves creating and sharing videos to promote a product, service, or brand. Airtable effectively utilizes video marketing by incorporating explainer videos throughout its website and sharing them on its marketing channels to boost conversions.
Pros:
Cons:
Best suited for: SaaS businesses aiming to produce visually appealing, easily accessible content and have the time and resources to create quality videos.
Podcasts are audio programs that cover a wide range of topics, from tips and playbooks to expert interviews.
Refyne, a financial wellness platform from India, built a strong network of HR professionals through its podcast - “the Human Link”.
Pros:
Cons:
Best suited for: A SaaS business that wants to create in-depth content and engage with a niche audience without being constrained by tight timelines.
Let’s dive into the successful outbound channels in SaaS:
Outbound email marketing is the process of reaching out to potential customers with personalized emails who have not expressed prior interest in your product or service.
Pros:
Cons:
Best suited for: SaaS companies with a well-defined target audience and a strong email list.
Another traditional outbound marketing channel is telemarketing which consists of reaching out to potential customers by phone to generate more leads. It's a great tool used by companies that are just starting out and don't have a way to vet or refine their audience list.
Pros:
Cons:
Best suited for: SaaS companies that can spend more time and resources on customer acquisition and are supported by sales representatives skilled at cold calling.
ABM is an outbound marketing strategy that involves targeting specific, high-value accounts with personalized messaging and outreach efforts. This targeted approach aims to build strong relationships and drive sales within these selected accounts, rather than relying on a broader, less focused approach.
Pros:
Cons:
Best suited for: SaaS companies with access to robust software tools or databases that can support extensive ABM campaigns.
Outbound marketing strategy that involves participating in industry events like tradeshows and conferences to network with potential customers and also help reach industry leaders, and companies in adjacent industries.
Pros:
Cons:
Best suited for: SaaS companies that want to increase brand visibility and generate MQLs in specific industries or markets through direct interactions.
PPC advertising involves paying for ads to appear at the top of search engine results pages or other platforms.
Pros:
Cons:
Best suited for: SaaS companies looking to drive immediate traffic and target specific demographics through measurable advertising efforts.
Indirect marketing can be particularly effective for businesses that have reached a plateau in their growth and need to explore new avenues for expansion. By leveraging other businesses and platforms you can tap into their existing customer base and potentially cross-sell or upsell your products or services. It helps increase reach while strengthening existing relationships that your partners have built over time. Here are some of the most popular indirect marketing methods:
Up to 34% of consumers make an online purchase at least once a week. Online marketing involves listing your SaaS product on online directories or industry-specific marketplaces. These marketplaces have established themselves as trusted brands with great credibility. Some popular SaaS marketplaces include Capterra, G2, and AppExchange.
Pros:
Cons:
Best suited for: SaaS companies with high profit margins who want to expand their reach and penetrate new markets.
Referral marketing leverages your relationship with your satisfied customers and converts them to brand advocates. This strategy capitalizes on existing relationships, as recommendations from trusted sources can significantly influence potential buyers.
Pros:
Cons:
Best suited for: SaaS companies with a high level of customer satisfaction, positive reviews, and testimonials online.
Affiliate marketing is a performance-based marketing strategy where businesses pay affiliates a commission for driving qualified traffic or leads to their website. You can collaborate with influencers directly or join affiliate networks that give you access to a community of influencers.
Pros:
Cons:
Best suited for: SaaS companies that have reached a plateau in their growth and need to explore new avenues for expansion without increasing CAC by a large margin.
Collaborating with other businesses in parallel industries to create joint content, cross-promote products, or offer bundled solutions. For example, an ABM tool can collaborate with sales intelligence software to create a comprehensive database or they can collaborate with CRMs to create an end-to-end solution for more economical prices.
Pros:
Cons:
Best suited for: SaaS companies that want to strengthen their position in the market and build relationships with other businesses.
Building relationships with media outlets to generate press coverage and media mentions. You can use press coverage of new funding to attract more interest and build trust in investors and team members alike or even boost credibility by announcing awards and recognition.
Pros:
Cons:
Best Suited for: SaaS companies that want to establish themselves as thought leaders in their industry.
Even as consumers, you’re bound to look at online reviews on any platform whether it is a D2C website or marketplace before you make a purchase. SaaS products are no different- encouraging customers to leave reviews and ratings of your product on online platforms improves your online reputation and increases chances of conversion.
Pros:
Cons:
Best Suited for: SaaS companies that prioritize customer satisfaction and want to build a strong reputation with social proof primarily.
From the beginning of the Covid-19 pandemic, there was an 81% uptick in online community engagement. This is because it provides a sense of community without the negative effects that are often associated with social media addiction, a sense of FOMO, etc. Building and nurturing online communities around your product or industry is a great marketing strategy. Use popular platforms like Reddit, Discord, etc to achieve the best results.
Pros:
Cons:
Best suited for: SaaS companies that want to use unconventional and upcoming marketing channels for their business.
Being backed by an influencer online works much like brand ambassadors in traditional advertisements. They add a sense of credibility to the brand when an influencer backs the product.
Pros:
Cons:
Best suited for: SaaS companies that want to target specific demographics or niches.
There are several factors to consider when picking the right marketing channel for your business:
Depending on the stage of your company your priorities will change. Early-stage startups should focus on building brand awareness and acquiring initial customers through channels like content marketing, social media, public relations, and online communities. Companies scaling customer acquisition should use paid advertising, partnerships, and account-based marketing (ABM). Enterprises should prioritize customer retention with customer success and loyalty programs or even leverage referral marketing.
Consider your budget when selecting marketing channels. Some channels, like paid advertising, can be expensive, while others, like content marketing, may require more time and resources.
Understand how your target audience behaves online. Do they prefer social media, email, or search engines? Tailoring your marketing channels to their preferences will increase your chances of reaching them effectively.
While organic reach on social media platforms has declined, it can still be a valuable channel for building brand awareness and engaging with your audience. However, paid advertising may be necessary to reach a wider audience.
Pro Tip: A combination of marketing channels gives the best results. Diversify your efforts to reach a wider audience and gain valuable insights from multiple sources instead of a single source.
To measure the success of your marketing channels, track key metrics such as return on investment (ROI), customer acquisition costs (CAC), and customer lifetime value (CLTV). Utilize analytics tools to gather data and insights. Conduct A/B testing to compare different marketing approaches and identify the most effective strategies. Ultimately, the success of your marketing channels should be measured against your overall business goals.
Many marketers struggle to identify the most effective marketing channels because they lack a broader perspective. Driven by key metrics rather than business goals, they may overlook opportunities or invest in ineffective strategies. A third-party perspective from a successful marketing agency can provide valuable insights and save time and resources.
The TripleDart team offers expertise in SaaS marketing channel selection. We can help you identify the right channels, develop effective strategies, and measure your success. Contact us today to learn more and schedule a consultation today!
Join 70+ successful B2B SaaS companies on the path to achieving T2D3 with our SaaS marketing services.