The Evolution of SAAS Marketing

The Evolution of SAAS Marketing

Ongoing research into SAAS marketing states well-designed campaigns have 15x more backlinks, 10x more shares, and 10x more referring domains [1]. The benefit of using appropriate marketing techniques and tools has become apparent with each passing day. Take for example a website like Simply Thick.

This read will dig deeper into the nuances of SAAS marketing and how it has changed over the years.

What is SAAS Marketing?

Let’s start with a simple understanding of what “SAAS marketing” is and what it stands for. SAAS marketing refers to “Software as a Service” and the techniques used to market businesses/products/services in this category.

The premise of SAAS solutions is to provide users with the opportunity to connect and utilize various cloud-based apps. The service is offered over the Internet and can be accessed using a pre-established platform. In general, the premise of any SAAS business is to provide an application that delivers a streamlined solution without the need for additional software/hardware. Everything is managed over the Internet and can be distributed to clients of all sizes (private/public). When a business is ready to market these products, they start working on a robust SAAS marketing campaign and that’s what this read will look into.

Evolution of the Marketing Mindset

To understand how SAAS marketing has evolved, it’s important to understand the marketing mindset and how it’s changed over the years. In the earlier stages of marketing, the sole purpose of any marketing campaign was to create new sales, leads, and that was it. There was no long-term planning in place for marketing campaigns nor was there a multi-purpose approach (i.e. building a brand). This has all changed with businesses now looking to take the next step in their approach.

Opportunities That Close

The mindset has now moved to “opportunities that close” meaning finding leads that will not only look at the service but go all the way through to a sale [2]. Before the mindset was to drive in as many people (cold or hot) with the hopes more would buy. This was inefficient and with the amount of information that is available to modern-day marketers, it has become important to find out more on optimizing these campaigns. This is where the teams look into various metrics such as the conversion rate and how their target audience responds to specific campaign techniques.

Understanding the Target Market

Instead of looking at the target market as one entity, the marketing mindset has started digging into the various demographics. There is more of an emphasis on understanding what qualities are in common between converting leads. Is there a way to tap into specific types of people for the product/service to sell at a higher rate? This has started to flow into the world of SAAS marketing as well when it might not have in the past.

SAAS Marketing and its Growth

It’s time to look into the heart of this topic and understand how SAAS marketing has evolved over the years. In the past, it was all about setting up simple marketing campaigns, bringing in as many eyes as possible, and hoping someone would take the bait. However, modern-day SAAS marketing has been turned on its head and is a lot more complex than it used to be.

Here are four ways SAAS marketing has evolved and become a stronger entity.

Leveraging Content

The power of content has become a major part of new marketing campaigns. Content is able to inform, excite, and execute when it comes to bringing in new leads and capturing their attention. Instead of tossing together a few words, businesses are now building detailed campaigns around targeted content [3]. For example, businesses are analyzing the length of each post, how it is written, and the keywords that are used in each sentence.

Content is all about understanding the emotions of a new lead and being able to tap into it. SAAS marketing has become all about using CTAs (Call-to-Actions) and getting people to buy with the help of a little push. This is done using words and is a great way to get into the head of a new lead. In the past, this might have been ignored and that’s not the case any longer. Studies have shown a stronger dependence on good content that’s lengthy, informative, and packed with CTAs. Leveraging content has become a way for businesses to kickstart their campaigns and remain cost-efficient by converting as many new leads as possible.


Social Media Integration

Social media platforms have quickly become an integral part of the business world and this includes various other industries. Whether it’s Facebook, Twitter, Pinterest, Snapchat, or any other known social media platform, each one has a role to play in how marketing campaigns are designed. Businesses are able to get out in front of more people by creating a seamless network of advertising opportunities.

Pros and Cons of Instagram Marketing

A good example of this can be seen with leveraging each new lead that pops into the main website. Once they come to the website, they are able to move forward with a purchase, add the company to their social media account, or share information with their family and friends. All of this is done with simple social media integration that’s become easier than ever before. Businesses that are sending out emails to potential leads can do the same and turn new leads into lifelong customers [3]. It is one of the charms of social media integration that has become a major part of modern-day SAAS marketing.

Layered Sales Funnel

The sales funnel used to be simple in the past meaning a lead would click-through, read the information, and decide to buy the service. However, modern-day SAAS marketing doesn’t keep things as simple as this and instead aims for a layered sales funnel. This ensures more people “convert” one way or another. This can include letting them subscribe to a newsletter, add the company to their social media account, start a free trial, download an informative guide/report, or buy the product.

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As one can see, this lets the client make multiple decisions instead of one. If they aren’t impressed the first time around, the business still has the opportunity to win them over via a newsletter, social media post, or informative guide. It’s all about leveraging the initial lead and turning them into a long-term client.

Selling the Process

SAAS marketing has become a lot about the process in recent years as businesses learn more about what works. Clients don’t just want to buy the service, they want to get more out of the buying process too. This can include the website’s design, amazing customer support, quality content, and of course a fantastic service. It’s all about creating a well-rounded marketing campaign that woos them in layers. The process helps sell the service and that’s the magic of new-age marketing.

Final Thoughts

SAAS marketing is always evolving and is going to grow with each passing day as marketers understand what works. Whether it’s using new metrics, understanding the target market, or simply improving the sales funnel, everything is being done to optimize the marketing budget.

The days of setting up simple marketing campaigns have become nothing more than an image of the past. Modern-day SAAS marketing is a lot more complex, nuanced, and requires attention to detail before the marketing campaign can be launched. This information is what helps businesses maximize their budget and build robust campaigns in a short period of time. The beauty of a good campaign is seen in how these businesses set up their sites, content, and overall sales funnel.

Author: Will Robins