What is SaaS Marketing? 9 Steps To Grow Business [2025 Guide]

The SaaS market is projected to reach an incredible $716.52 billion by 2028, opening up vast growth potential for businesses that can effectively capture and retain customers.

However, many SaaS companies struggle to stand out and keep pace with the industry’s rapid evolution.

This is where a smart SaaS marketing approach can help you connect with the right audience, build trust, and drive sustainable growth.

In this article, you will learn what SaaS marketing is and discover practical strategies to attract, engage, and retain customers. Let’s start!

What is SaaS Marketing?

SaaS marketing, or Software as a Service marketing, promotes and generates leads for subscription-based software products.

These cloud-based tools are usually marketed as simple solutions to key business challenges.

However, since SaaS products are intangible, they can be harder to market effectively.

To keep buyers engaged, companies often need to highlight the software’s ongoing value through regular updates and new features.

SaaS Marketing vs. Traditional Marketing

SaaS and traditional marketing share common goals, such as building brand awareness and understanding their audience, but they differ in their strategies and execution.

While both use a mix of inbound and outbound approaches, SaaS marketing emphasizes digital tools, data-driven metrics like MRR and CAC, and tactics such as free trials to attract and retain a specific audience.

In contrast, traditional marketing often relies on broader offline methods like print ads and TV commercials to reach a broader, more diverse audience.

9 Steps to Grow Your Business With Saas Marketing Strategies

1. Invest in Content Marketing

SaaS content marketing is a focused approach to creating and sharing content designed for SaaS companies.

The main goal is to attract, educate, and retain an audience by offering content that speaks directly to their unique needs and challenges.

A recent survey shows that 74% of companies say content marketing helps them generate more leads.

Here are 5 examples to help you with content marketing:

Blogs

Blog posts are the most popular format for increasing brand awareness, making them a powerful tool in content marketing.

For example, if you’re a SaaS project management tool, create a blog post titled “10 Ways to Streamline Your Team’s Workflow.”

In the article, provide practical tips and, where relevant, mention how features in your tool, like task automation or real-time collaboration, can help teams implement those tips effectively.

Webinars

Webinars are live, online seminars that let you engage with people from anywhere, turning presentations into interactive conversations.

Many SaaS companies use webinars to share valuable insights with their audience and seamlessly introduce their product.

For example, you can host webinars like “Improving Your Marketing Strategy.”

During the session, you can offer expert advice, answer questions, and highlight how your business can help attendees solve problems.

Videos

Video marketing has revolutionized the way SaaS companies connect with their audiences.

In 2023, 90% of marketers using short-form videos increased or maintained their investment.

Whether it’s showcasing key features in short, engaging clips or educating users on best practices, videos offer an easily consumable format to connect with your target audience.

Landing Pages

Did you know that companies with 31 to 40 landing pages generate seven times more leads than those with just one to five?

Landing pages offer many opportunities: gather key demographic details about your prospects, showcase special offers, or connect directly to your PPC ads.

For example, you could create dedicated landing pages for different customer segments, each tailored with relevant offers and targeted messaging, to drive more personalized engagement and higher conversions.

Podcasts

Podcasts have become a powerful and popular way to reach audiences through content marketing.

This format continues to grow, with more than half a billion people listening to podcasts in 2024. 

Many of these podcasts are business-focused, featuring executives who discuss common industry challenges and share insights that resonate with other professionals.

To jump into this trend, you can create a weekly podcast discussing industry trends, customer success stories, and expert tips, allowing busy listeners to engage with valuable content on the go.

You can reuse your existing content in a variety of creative ways. Check out our “Content Distribution Guide” to learn how!

2. Identify Your Ideal Customer Profile

Building your ideal customer profile (ICP) is vital to an effective SaaS marketing plan.

In fact, companies with a strong ideal customer profile achieve 68% higher win rates than those that don’t.

A well-researched ICP helps you identify the core problems your customers face. It also enables you to tailor your products, pricing, and marketing strategies to meet their needs.

By centering your SaaS marketing efforts around your ICP, you can improve customer outreach, onboarding, retention, and revenue generation.

Here are the steps to create your ICP:

1. Build multiple buyer personas – Identify a few types of customers who are likely to benefit from your brand. Gather data and research about their characteristics.

2. Define basic demographics – Outline key details, including age, gender, income level,

location, and job title.

3. Identify key challenges – Ask yourself vital questions like: “What challenges are they struggling with?” “What goals are they aiming to achieve?” and “How can your SaaS products help solve their problems?”

4. Understand their content preferences – Find out If they prefer content like blogs, videos, webinars, or newsletters, and where they spend time online (such as LinkedIn, forums, or industry websites).

5. Refine your profile – Use the gathered insights to refine your content to their needs.

With this well-defined ICP, you can effectively build a marketing strategy that engages your target audience.

3. Improve Visibility With SEO Strategies

Did you know that the #1 result in Google gets approximately 27.6% of all clicks?

SEO can help you boost your website’s visibility on search engines, helping more people discover your software, which makes it a key part of any SaaS marketing strategy.

There are two main types of SEO to focus on: on-page SEO and off-page SEO.

1. On-Page SEO

On-page SEO involves optimizing individual pages on your site to improve rankings and traffic. Some on-page SEO techniques include:

• Optimize for relevant keywords to ensure your content matches what people search for.
• Optimizing images with descriptive alt tags.
• Crafting clear URLs, meta descriptions, and title tags.
• Strengthening your internal linking structure.
• Ensuring site speed and mobile responsiveness.

2. Off-Page SEO

Off-page SEO focuses on building your site’s authority through backlinks. When building backlinks, quality matters more than quantity.

Find reputable, relevant sites to link to your content, as high-quality backlinks are one of Google’s most important ranking factors.

Here are types of content that are especially effective for driving organic traffic and supporting SEO goals in SaaS marketing:

⚡ Reports provide in-depth research and insights on a specific topic, making them a go-to resource for professionals and journalists looking for credible information.

For example, a report on "Emerging E-commerce Trends in 2025" might attract backlinks from industry blogs and media covering the latest trends.

⚡ Statistics offer concise and actionable data, which many websites love to cite to strengthen their articles.

For example, a "Global Social Media Statistics for 2024" page could easily earn backlinks from blogs discussing social media marketing strategies.

⚡ Quotes from experts or influencers lend credibility and are often cited in articles, presentations, and social media content.

⚡ Calculators and other interactive tools solve specific problems and are highly shareable because they add immediate user value.

For example, a "PPC ROI Calculator" can be linked by articles and guides on digital advertising strategies.

⚡ Templates provide structured, time-saving solutions for specific tasks, making them popular resources for professionals and businesses.

For example, a "Comprehensive Content Calendar Template for 2025" could attract backlinks from marketing blogs, freelancers, and small business websites looking to streamline their planning process.

4. Build Your Social Media Presence

Many SaaS companies overlook social media, assuming it doesn’t align with their business model.

However, with 4.6 billion active users on social media, many of whom discover new products through these platforms, overlooking this opportunity could mean missing out on a powerful tool for growth.

Building a social media presence is an effective way to:

• Showcase social proof
• Build brand awareness
• Share success stories
• Display your company culture
• Gain valuable insights into audience preferences.

Here are the best social media platforms for building a community:

Facebook Groups

Use Facebook Groups to connect with your audience by sharing product updates, educating people about your features, and showcasing success stories through case studies.

However, this approach works only for some industries.

For example, you can create a post highlighting a recent customer success story, showing how your SaaS solution helped them achieve impressive results.

Or, share a quick tip on using a specific feature to boost productivity, paired with a call to action encouraging users to try it out.

It's important to note that communication on social media shouldn't be purely promotional.

Instead, you should create posts that offer value to users and help them solve their problems.

LinkedIn

LinkedIn is an excellent platform for connecting with business leaders and managers.

To make the most of it, tailor your content to meet the tone and expectations of your target audience.

For example, you can share actionable insights that help decision-makers understand how your platform can boost efficiency and customer retention.

X(Twitter)

X (formerly Twitter) is a valuable platform for SaaS companies to connect with their audience.

Try engaging by asking industry-specific questions to spark conversation, encourage reactions, and boost retweets.

For example, create a poll asking, 'What’s your biggest challenge in managing customer data?'

Options could include 'data security,' 'integration with other tools,' and 'real-time analytics.' This can spark engagement and give insights into your audience's concerns.

5. Use Email Marketing for Efficiency

Did you know that 81% of companies use email as part of their marketing strategy?

Email marketing is an effective way to nurture leads, introduce new products and features, and share special offers.

It’s also essential for onboarding new customers, helping reduce churn by keeping them engaged and informed.

Here are some types of emails to consider for different goals:

• Welcome emails to greet new subscribers.
• Promotional emails to share special offers
• Milestone emails to celebrate customer achievements
• Onboarding emails to guide new users through your product

• Newsletters to keep your audience updated
• Reactivation emails to re-engage inactive users
• Product updates to announce new features

To start building strong email campaigns, keep these best practices in mind:

⚡ Use engaging visuals to break up text and catch readers’ attention.

⚡ Personalize by addressing subscribers by name instead of a generic greeting.

⚡ Experiment with compelling subject lines—questions can intrigue readers and increase open rates.

⚡ Keep emails short, as readers prefer quick, clear messages.

⚡ Always include a call-to-action (CTA) to guide readers to their next step.

6. Reach Your Audience With Targeted PPC ads

PPC (pay-per-click) advertising is a fast way for SaaS companies to drive targeted traffic to their website, especially when launching a new product or campaign.

In fact, PPC has an average of 200% return on investment (ROI).

With PPC, you can zero in on specific audiences, ensuring your message reaches the right people at the right time.

For example, you can run a PPC campaign to generate quick traffic and awareness for a new product.

At the same time, invest in SEO and content marketing to create blog posts, case studies, and guides that will continue attracting leads long after the ads end.

This way, even when your ad budget is paused, your organic traffic and leads keep growing steadily.

7. Encourage Sign-ups by Offering Free Trials

Offering a free trial is one of the best ways for SaaS companies to convert users into paying customers.

In fact, an established product can achieve conversion rates as high as 50-75%.

A free trial lets potential customers experience your product firsthand, allowing them to see how it meets their needs without any upfront commitment.

With a positive experience and helpful support during the trial, customers are more likely to upgrade to a paid plan with confidence.

For example, you can offer new users a 14-day free trial of your SaaS product to let them experience its full features without any upfront cost.

After they've tried your product, you can highlight the premium features they're missing out on and gently encourage them to upgrade to a paid plan.

8. Collaborate With Other SaaS Platforms

Co-marketing involves teaming up with another company that either complements your product or aligns with your brand’s values.

This partnership lets you combine resources and audiences to run a campaign, ultimately helping both companies grow their reach and generate new leads.

For instance, let’s say your business offers a CRM tool, and you partner with an email marketing platform to host a joint webinar on improving customer communication.

Together, you can reach a shared audience, providing valuable insights that showcase how both products work well together.

The collaboration lets each partner leverage the other’s audience, generating new leads for both.

Before diving into a co-marketing partnership, make sure you clarify these points:

• What type of content or campaign will we create?
• Who will manage each part of the project?
• What’s the budget, and how will we divide costs?
• What’s our timeline?
• How will we measure engagement and success?

With clear guidelines, co-marketing can create a win-win opportunity to build a brand presence and connect with more potential customers.

💡 Note

You can use collaborations with other SaaS platforms to integrate with tools that share your audience.

For example, integrate SEO writing tools directly with document management systems like Docs or use automation platforms like Zapier/Make to connect with complementary tools.

These integrations can help expand your reach and improve your service offering.

9. Leveraging Testimonials and Customer Reviews

Have you ever subscribed to a SaaS tool without checking its reviews?

If you did, you're one in four customers since 75% of consumers read online reviews when researching businesses, making testimonials an essential element in any SaaS marketing strategy.

Here are four effective ways to leverage customer reviews and testimonials:

Third-Party Review Sites

People are more likely to trust reviews on independent platforms rather than those hosted solely on a company’s website.

Make sure your SaaS product is listed on popular review sites like G2, Capterra, and Product Hunt.

A strong presence on these sites can help you build credibility and boost your brand’s visibility.

Embedded Testimonials

Displaying customer testimonials on your homepage or key product pages can reassure potential customers.

For example, you can use rotating customer testimonials directly on your homepage, allowing potential users to see positive feedback from various businesses across industries and encouraging new users to engage.

Video Testimonials

Video testimonials have grown in popularity due to their personal and authentic feel.

These can be featured on your homepage, a customer page, or product-specific pages to engage users with real success stories.

For example, you can share customer testimonials as short videos with CTAs, prompting viewers to explore the platform’s benefits.

Customer Success Stories

By sharing success stories from current customers who have achieved these outcomes, you provide potential customers with proof that your product delivers real, measurable benefits.

These stories help prospective users see the impact they can expect, building trust and credibility for your brand.

Conclusion

Now that you know what SaaS marketing is, following these steps can help you amplify your brand reach, attract high-quality leads, and build lasting customer relationships.

Whether optimizing content for search engines, leveraging email marketing, or refining your social media strategy, these techniques will give your SaaS business the edge it needs to stand out and thrive.

If you're ready to elevate your SaaS marketing game, Omnius is here to help.

Schedule a 30-minute call with our experts to start crafting a strategy that drives measurable results.