Five Key SaaS Marketing Trends You Should Know

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Five Key SaaS Marketing Trends You Should Know
by Marketing

This may come as a surprise, but Software as a Service (SaaS) has been around for over five decades. Yes, you read that right – more than 50 years. However, it has only recently begun to make its way into everyday usage, aka cloud computing– a business model in which customers pay to use software hosted on a remote computer. This makes SaaS marketing more timely than ever.

 

What is SaaS?

 

SaaS is a cloud-based service where you don’t have to download software to your machine to run and use it. Instead, you use the application through the interested browser. The application could be anything – a simple office software to a complex unified communication system. 

 

Is it the right time for SaaS marketing?

 

The time is now, literally. SaaS marketing is one of the three main categories of cloud computing. Many companies are widespread, including GSuite, HubSpot, Salesforce, and Dropbox, yet SaaS marketing is imperative to keep a competitive edge. Every marketer should have an inside-out knowledge of SaaS to get ahead.

 

Why is this imperative?

 

  • According to Gartner, SaaS holds the most significant market share in companies’ IT-spend and is predicted to grow to $117.7B in 2021.

 

SaaS companies have seen an increase in client acquisition since the start of a pandemic as businesses have realized the advantages of using SaaS. It provides scalability, flexibility, and cost-effectiveness. Another reason for its growth is lower upfront costs than traditional software download and installation.

 

As businesses return to pre-pandemic levels in terms of sales and revenue, a steady momentum is likely to continue. While there are many strategies around SaaS marketing, we’ve focused on a few trending ones to ensure you get the maximum benefit from your marketing.

The top five SaaS marketing trends you cannot afford to miss 

 

Feature Marketing

 

With the evolution of SaaS solutions, companies are now adding new tools, plug-ins, and features to their products. In feature marketing, SaaS companies create similar effects. These products are independent of the main product but offer added value to the same audience. The best way to enter feature marketing is to collect customer feedback and work on the relevant suggestion to improve the existing product. When you add a new feature to your product, you have several advantages. For the newly added feature, you get an opportunity to add more content to your website that helps you with SEO and more traffic on your website. Once you add a new feature, you also give another reason to customers who are on free trials to upgrade their services. For those already using the paid services, you give them a solid reason to continue using the service.

 

Video Marketing

 

It may not come as a surprise to anyone, but video content plays a vital role in digital marketing. With success, businesses are getting using videos; the trend is likely to continue in the future. 

 

As per a study, 54% of consumers are interested in seeing more video content from a business or brand they follow. No second thoughts, video provides a high conversion rate for every business owner as it grabs the attention directly and engages with them at a level which text content cannot.  For SaaS, you can share the video marketing content that tells the story about your brand, shares the feedback of your existing clients and how to use the product, and many more. You may not come up with a perfect video in the first go, but you should keep trying to know what is connecting with your audience.

 

Native Advertising  

 

In native marketing, you do pay ads that match the platform’s feel, look, and function on which they appear. Most businesses are facing problems with ad blockers. As per reports, 27% of internet users are using ad blockers on their devices, and hence the traditional display ads may not be effective for the SaaS products. Native advertising is the perfect solution to this problem. 

 

Using it, you can reach your potential customers at critical decision-making moments, increasing the chance of a conversion. You will get your customers at moments on their devices when they want to know something or are actually in the mood to buy.

 

Since native ads can bypass the ad blockers and blend with the site where they appear, they receive 53% more views than traditional ads. All you need to do is ensure the content you are sharing is valuable to your potential customers.

Use of AI and ML

 

Artificial Intelligence is everywhere, and so SaaS marketers are using it along with cloud computing and ML. Many companies have started to bring in AI in their products to improve the user experience. One common trend is the use of chatbots. 

 

You will have to find a sweet spot of transitioning from chatbots to sales representatives during the lead generation phase to get the maximum out of AI. In the coming years, it will become more and more common. You will have to find the right balance with AI for your business; it will succeed in SaaS marketing if you can figure it out. Some areas where you can use these are:

 

  • Data-driven marketing campaigns – ROI is one of the essential aspects of any marketing campaign. You know that AI can process more data than humans, and when you combine that data with ML, you can get a higher ROI.
  • Dynamic Pricing – With so much competition, having dynamic pricing is crucial to running a successful business. With ML, SaaS companies can adjust their price depending on competitors’ prices, supply and demand. It will help SaaS companies increase their profit.

 

 

Brand Experience

 

SaaS companies understand the need for branding. Just marketing won’t help – you need to provide a comprehensive brand experience to your potential customers. Branding is no longer just about having a slogan, an excellent-looking website with a perfect logo. It would be best if you had more and showed more to your customers.

 

 

Customers eventually go with companies based on core value propositions that drive results and performance. Customer acquisition and retention are not accessible in this competitive world. Hence, to have the edge over your competition, you need to focus on brand positioning, personalized marketing, and messaging. You should tell your customers why you are the ideal and perfect solution for them through your messages. You should try to have a genuine emotional connection with your customers through distinctive and attractive visuals. Spend considerable time on your SaaS marketing. It should have components that layer across the buyer’s journey and run through every element of your marketing efforts – website to content to ads.

 

 

Conclusion

 

The competition is tough, and as a SaaS company owner or a marketing head, you must stay on top of the game by creating a marketing strategy using top SaaS marketing trends. You have to make a complete end-to-end strategy, and so you have to use all the marketing trends discussed above in a way that increases the chances of conversion. You should use your experience to find and adjust to make the current marketing trends (and the future ones) work for your business.