SaaS Go to Market Planning

Crafting a Successful SaaS Marketing Plan: The Ultimate Guide

Developing a Successful SaaS Marketing Plan in 2023 is drastically different than strategies from just 3 years ago.

When I was running digital advertising, SEO, Blog Content Strategy and Lead Nurture programs for national franchise brands, the majority of franchise owners I worked with considered digital channels as a “nice to have”.

My millennial mind couldn’t fathom what I considered to be ignorance at the time, so I pushed for heavy investment in digital channels ONLY.

Of course, the customer is always right, so I negotiated a 50/50 digital vs traditional split – after all, it was their money we were gambling with.

The results from this concession were astounding as we reviewed month over month campaign reporting the following quarter, as we always do.

Traditional advertising channels 4 to 1 return vs digital advertising channels 2 to 1.

“But why, how could this happen? Are people really still answering to postcards?”, I thought.

This key marketing oversight is what distinguishes the tech startup from the SaaS powerhouse. But without understanding how to devise and execute an effective marketing strategy for your software service, that actually reaches your target audience, you’ll never hit those high growth targets.

I’ve since made this adjustment as the basis of my approach for marketing to any demographic in any market, with any product.

As a 10 year veteran in the SaaS marketing industry, I’ve been able to help hundreds of enterprise companies and small businesses grow in some of the most competitive markets like MarTech, FinTech, Cybersecurity, Real Estate, through proper planning.

The fortune is in the pre-game.

I’ve compiled my exact strategies (and lessons) in this article to help you leverage an unfair advantage when crafting and executing your SaaS marketing plan in this increasingly competitive market.

By the end of this article, you will have learned the art of creating and executing an effective SaaS Marketing Plan, and be on your way to scaling quickly.

Key SaaS Marketing Concepts

This form of marketing differs significantly from traditional methods. It centers around user acquisition, retention, and monetization – key factors that determine a company’s success in the competitive SaaS industry.

  • Customer Personas: Customer personas are detailed profiles of your DREAM customers. They include demographic information, pain points, goals, and behaviors. You’ll know you’ve master this when you can explain they’re problem better than they can explain it themselves.
  • Product-Market Fit: Product-market fit is the alignment between your product’s features and the needs and preferences of your target market. It’s when your product satisfies a real demand in the market.
  • User Onboarding: User onboarding is the process of guiding new users to and through your SaaS experience, helping them understand its value and use it affectively. You goal here is to get them to VALUE as quickly as possible. Think dopamine spikes for every click. Anything less could potentially become a poor user experience.
  • Churn Rate: Begin hating this ASAP. It’s the death rate of your business. In technical terms, it’s the percentage of customers who cancel or stop using your product during a specific time period. Reducing churn is essential.
  • Customer Lifetime Value (CLV): CLV is the estimated total revenue a customer will generate over their entire relationship with your brand. It’s a key metric for assessing the long-term value of your customers and financing a SaaS Marketing Plan accordingly.
  • Customer Acquisition Cost (CAC): How much you spend to acquire a customer. This includes marketing and sales expenses. You CAC plays to vital role of informing your campaign effectiveness. I’ve often used it as a benchmark for new A/B testing, platform evaluations, and campaign creative adjustments.
  • Content Marketing: The core of your marketing offers. Content marketing involves creating and distributing valuable, relevant, and informative content to attract and engage your target audience. It can help build brand authority and drive organic traffic when done well.
  • SaaS Inbound Marketing: Inbound marketing is an attraction strategy – getting leads and customers to come to you. It often involves SEO, blogging, social media, and lead generation.
  • Conversion Rate Optimization (CRO): CRO is the process of improving your website or product experience to increase the percentage of visitors who take a desired actions, like signing up for a free trial or making a purchase.
  • Freemium Model: The freemium model offers a basic version of your SaaS product for free, with the option to upgrade to a premium paid version with advanced features. It’s a common strategy for SaaS companies to attract users and convert them into paying customers. The try before you buy it sentiment will be a cross-industry benchmark by 2030.
  • Customer Retention Strategies: These are tactics and efforts aimed at keeping existing customers satisfied and engaged to reduce churn. It may include providing excellent customer support, ongoing education, and useful communication throughout the customer’s lifetime.
  • Referral Marketing: Referral marketing encourages existing customers to refer new customers to your SaaS product. It often involves offering incentives or rewards for successful referrals.
  • ABM (Account-Based Marketing): ABM is a targeted marketing strategy where you focus your efforts on a specific set of high-value accounts or customers. It’s particularly effective for B2B SaaS companies.
  • KPIs (Key Performance Indicators): KPIs are measurable metrics that help track the success of your SaaS marketing efforts. Examples include conversion rates, customer acquisition cost, and customer lifetime value.
  • Landing Page: A landing page is a standalone web page designed for a specific marketing campaign. They serve as the backbones of your campaign and funnel strategy. They typically feature specific offers or call-to-action (CTA) and are used to capture visitor information or drive conversions.

Your leadership will need to understand these terms and devise a complete plan around them. These make up 80% of the key metrics reported by growing SaaS companies.

Familiarize yourself with these as you structure your organizational leadership.

SaaS Marketing vs. Traditional Marketing

SaaS companies operate on subscription-based models where customer relationships are ongoing rather than one-off transactions.

This means continuous engagement with customers through effective SaaS email marketing or social media strategies becomes vital to retain subscribers and reduce churn rates.

Beyond just maintaining existing users, successful SaaS marketers also focus heavily on attracting new users at scale.

With an ever-growing number of potential customers exploring online solutions daily, it’s essential to have a robust plan in place to capture this audience effectively.

Key Differences between Traditional and SaaS Marketing

Unlike physical products, which consumers can touch or try before purchasing decisions are made; most consumers make their first impression virtually via free trials or freemiums.

Thus, creating compelling product demos showcasing your software capabilities become critical components within your comprehensive marketing plan.

Moreover, due to its subscription nature, every interaction counts as you’re not only selling but continually reselling your services, making the customer journey a central part of your revenue retention strategy.

Stay tuned as we delve deeper into what constitutes a solid SaaS strategy under our next section, ‘The Pillars Of A Robust SaaS Plan’.

Other Key Differences I’ve experienced while working with SaaS marketing teams

  • Sales-cycle considerations: Most SaaS products can be purchased without a sales team, so you may be able skip hiring a full sales staff and decide to employ a customer success team instead.
  • Go-to-Market Strategy: Where do people buy SaaS Products? ONLINE. There may be little to no reason to spend marketing budget on trade shows when the most common way someone in your market purchases a product like yours is through Search, or media referrals.
  • Packaging and distribution: Traditional marketing plans would include considerations for packaging and distribution. But SaaS is a hyperscale product. You build and package it once, and simply flywheel the onboarding process for max growth.

The Pillars of a Robust SaaS Marketing Plan

Success in the cutthroat arena of Software as a Service (SaaS) necessitates a detailed Go-to-Market strategy.

This involves several key components, each playing its part to attract potential customers, nurture leads into paying subscribers, and retain them for long-term business growth.

Your SaaS Marketing Plan must clearly define the following:

  • SaaS Buyer Personas
  • How to get customers predictably
  • How to earn predictable revenue
  • How to develop a product experience properly
  • 6 Ps of Marketing

Not many SaaS Marketing Veterans have been writing about this because MOST have gone on to build their own SaaS businesses using the lessons they’ve learned and end up dominating new markets faster than ever.

I’ll dive into the basics in this post, but you may need to consult expertise as your product matures.

Crafting Buyer Personas

An integral step in any successful saas marketing strategy is crafting accurate buyer personas.

Understanding your ideal customer profile can shape product offerings and influence purchasing decisions. This essential document will help you identify who your target audience is and what they need from your SaaS products to make their lives easier or their businesses more efficient.

1689886672 The Buyer Persona Template

Content Creation and Marketing

You will need to develop a SaaS inbound marketing strategy for curating and publishing content frequently and consistently.

The goal of your content marketing plan is to influence your audience at each stage of the lifecycle of your product experience.

The Content Calendar Planning Template we use for our SEO clients

1689886839 SEO Content Strategy Master Template (BLANK)


SaaS Content Marketing Strategy

Start by sharing valuable information with your audience.

Build information-based products that provide immediate value. Lead them to the next step in your product ladder.

The best information will build demand for the software that you intend to sell at the end of this funnel stage.

3 Steps to Creating Effective Demand Generation Content Consistently

  1. Outline the steps your dream customer needs to take to reach a desired goal
  2. Include at least one conversion/solution you offer inside that strategy guide, preferrably where pain or demand is highest.
  3. Repeat this in as many info products as you can.

Your goal is to position your brand as a resource. Don’t overdo it at early stages of the relationship. Think “first date” rules when it comes to developing your preferred types of SaaS inbound content.

Main Types of SaaS Inbound Content:

  1. Blogs provide informative insights about industry trends or how-to guides related to the use of software solutions,
  2. Educational webinars offer interactive learning experiences while promoting unique features that set apart one’s services,
  3. In-depth case studies showcase real-life examples demonstrating how previous clients have benefited from using specific saas products.

Email Marketing Campaigns – Nurturing Leads Into Subscribers

Email communication remains vital to ALL SaaS strategies since you need to continuously sell your product in subscription based models to avoid churn.

Personalized email campaigns not only keep prospects engaged but also encourage them towards subscription upsells. Ultimately, you’ll want to focus on retention strategies, which is a key metric for SaaS business models.

Retention strategies focus on reducing churn rates through excellent customer service support alongside regular updates reflecting user feedback improvements made over time.

Partnership Campaigns

Leveraging partnerships is probably the single greatest growth hack for any business model. If you can find partnerships with win/win opportunities, your customer, your partner, and your company can achieve great value through mutual synergy.

Influencer partnerships further enhance brand visibility by leveraging established audiences with similar interests and brand trust.

I worked with two SaaS organizations that established education-based 501c’s under a separate brand name, allowing them to quickly grow trust with a targeted audience through offering free education, community building, and vertical vendor partnerships.

Experimenting with Pricing Models

In the dynamic world of SaaS, pricing models play a pivotal role in customer acquisition and retention.

Different strategies like freemiums, tiered pricing, or pay-as-you-go can significantly impact your business’s bottom line.

Pricing models are often the key decision drivers for software buyers looking for a quick solution they can test with low risk.

The Freemium Model

A popular approach among SaaS companies, the freemium model offers basic services for free while charging for premium features.

HubSpot’s “Get started free” Nav Bar CTA

1689890585 HubSpot Software, Tools, Resources Freemium Model Nav Bar

This strategy allows potential customers to test out your product before committing to paid plans.

Artgrid’s Freemium Model with Tiered Pricing Strategy

1689890823 Artgrid filmmakers and their stories Freemium Model Nav Bar

However, it’s crucial to strike a balance between what is offered freely and what requires payment; otherwise, you risk undermining perceived value.

Tiered Pricing Strategy

Tiered pricing divides offerings into different levels – each with its own price point and feature set. This provides flexibility for both small-scale users and large enterprises.

Your sales team should be adept at guiding prospects through these tiers based on their needs and budget constraints.

Pay-As-You-Go Approach:

A pay-as-you-go system, which enables clients to only pay for what they employ, is an alternative that’s frequently attractive to companies hoping for scalability with no preliminary commitments.

AI SaaS Companies like features both Freemium and Pay as you Go models seamlesly.

Zentask Freemium + Pay-as-Your Go AI Tool Marketplace

1689891497 All Tag Marketplace for Pay as You Go SaaS Pricing Models

This model often appeals to businesses seeking scalability without upfront commitments.

However, managing costs under this structure may require careful monitoring from both sides.

Beyond just attracting new subscribers, SaaS products make great strides by selecting appropriate monetization methods that align with user expectations.

As a Head of Marketing for a FinTech company, I’d often need to assess tech stacks, and would lean towards SaaS products that I could adequately test and easily demonstrate value to my team.

In our next section, we will delve deeper into referral-based marketing – another effective way of scaling customer acquisition efficiently.

Implementing Referral-Based Marketing

In the realm of SaaS marketing, referral-based strategies can be a game-changer.

This approach leverages your existing customer base to attract new potential customers at lower acquisition costs.

The Power of Word-of-Mouth in SaaS Industry

Word-of-mouth has always been an influential factor for consumers when making purchasing decisions. According to a study by Nielsen, 92% trust recommendations from people they know over any other form of advertising.

Leveraging Influencer Marketing and Customer Testimonials

Beyond referrals from known contacts, influencer marketing is another potent tool in this arena. SaaS companies like Slack have effectively used influencers to boost their brand visibility and credibility among their target audience.

Apart from influencers, showcasing testimonials or case studies on your website could also serve as powerful endorsements for your product. These reviews provide social proof, which helps build trust with prospective clients looking into using your software solution.

Crafting A Rewarding Referral Program

To motivate current users to refer others to your service, it’s essential that you offer enticing reward programs.

SaaS Referral Program Examples

The power of a referral program in the world of SaaS marketing plan is undeniable. Not only does it help to expand your customer base, but it also aids in reducing customer churn and increasing qualified sales leads. Let’s explore some effective referral programs employed by successful SaaS companies today.

Dropbox’s Two-Sided Incentive Program

Dropbox, a popular name in the SaaS industry, has effectively leveraged its two-sided incentive program for growth. Both referrer and referee receive extra storage space when someone signs up through a referral link. This strategy encourages existing customers to refer new users while simultaneously providing an immediate benefit for potential customers.

Airtable’s Credit-Based Referral System

Airtable, another top player among Saas companies, uses a credit-based system as part of their saas marketing strategies where both parties earn credits towards paid plans with each successful referral. This not only incentivizes referrals but also pushes users toward higher-tier subscriptions.

InVision’s Social Media Shareable Referrals

InVision, known for its innovative design platform, incorporates social media into their SaaS email marketing campaign. They make sharing easy by integrating directly with social networks like LinkedIn and Twitter so that current clients can easily recommend them within their network. The seamless integration between these platforms makes this approach an excellent example of how to scale customer acquisition using Social Media Marketing strategies.

To create an effective saas content marketing or any other type of saas marketing plan based on referrals, consider what would genuinely appeal to your target audience – whether that’s additional features, discounts on premium services, or simple recognition from peers via case studies shared across channels such as LinkedIn or review sites! A well-structured account-based marketing strategy can be instrumental here!

Metrics that Matter in SaaS Marketing

To measure the effectiveness of your SaaS marketing plan, tracking key metrics is essential.

The first metric to consider is unique visitors. This gives an indication of how well your SEO and social media marketing efforts are working.

You’ll need a well-designed SaaS Inbound Marketing strategy to collect the necessary data for each meaningful touchpoint in your funnel.

Leads Generated and Conversion Rates

A higher number of leads generated signifies a successful lead magnet strategy. However, it’s not just about generating leads; converting them into paying customers matters too.

HubSpot, a leading marketing software company, provides some useful insights on this.

Email Marketing Metrics

Your email marketing campaigns’ success can be measured by open rates, click-through rates (CTR), and conversion rates. These metrics provide insight into customer engagement with your content as well as its relevancy to their needs.

Sales Qualified Leads (SQL)

An increase in SQL indicates that prospects are moving down the sales funnel towards becoming customers. It also shows effective collaboration between sales teams and marketers.

In addition to these core metrics, customer acquisition cost (CAC) and lifetime value (LTV) should also be tracked for long-term profitability analysis.

Moving forward, we’ll delve deeper into leveraging social media platforms for reaching out potential customers.

Leveraging Social Media for SaaS Marketing

Today’s digital landscape makes it essential to harness the power of social media in your saas marketing plan.

Studies show that 54% of customers use social media platforms to research products, making them a crucial channel for reaching potential customers and promoting SaaS products.

The Role of LinkedIn in Saas Marketing

A professional networking platform like LinkedIn  can be particularly effective when targeting businesses or professionals who are likely users of your software solutions. Sharing insightful content about industry trends or product updates on this platform helps position you as an authority within the SaaS industry, attracting more leads towards your brand.

Tips for Creating Engaging Posts on Social Media Platforms

To attract attention amidst heavy competition online, posts need to be engaging and relevant. Here are some tips:

  1. Create informative yet concise content: Users appreciate bite-sized information they can quickly absorb while scrolling through their feeds.
  2. Add visuals: Images and videos often perform better than text-only posts due to their ability to grab attention instantly.
  3. User-generated content (UGC): Showcasing reviews from satisfied saas customers adds authenticity, which is highly valued by potential buyers.
  4. Social Listening Tools For Effective Engagement: With tools such as SproutSocial, a business can monitor conversations around its brand across different channels. This not only allows timely responses but also provides insights into customer preferences, helping improve future campaigns.

Exploring Alternative Strategies

To remain competitive in the SaaS market, it is essential to consider unconventional marketing tactics like ABM.

This often means thinking outside the box and exploring alternative marketing strategies, such as account-based marketing (ABM).

The Power of Account-Based Marketing

Account-Based Marketing (ABM) is a strategy where marketers treat individual prospects or customer accounts as markets in themselves.

This hyper-focused approach allows for highly personalized messaging that resonates with target customers on an individual level.

Potential Benefits Of ABM For SaaS Companies

  • An increase in ROI due to more targeted efforts,
  • A shorter sales cycle because you’re dealing directly with decision-makers,
  • Better alignment between your sales team and marketing team since they are both focusing on specific accounts.
A Key Lesson from the field

As the Head of Demand Generation for a Cybersecurity SaaS company, I ran numerous tests to codify the switch from traditional B2B firmographic targeting to prospect based (ABM) campaigning, and here were the results after 60 days:

1689884014 Demand Generation Growth Model 21 22 Google

That large leap you see in leads generated from Q2 – Q3 was shortly after we switched messaging to a more personalized b2c tone, and segmented the benefits each member of the buying team should expect to experience with the product.

This adjustment contributed to a much healthier Sales pipeline and record qualified meetings with prospects.

Navigating Challenges In Implementing ABM Strategy

To successfully implement this strategy, your saas marketers need accurate data about potential customers and their needs.

You also require strong collaboration between your marketing team and sales teams – something which isn’t always easy but can be achieved through regular communication and shared goals.

NOw, lets’ dive into some real-world examples by analyzing case studies from successful SAAS companies who have nailed their Saas Marketing Strategies.

Case Studies: Successful SaaS Companies

Let’s delve into the world of successful saas companies that have effectively implemented above and beyond saas marketing strategies.

The Success Story of Slack

Slack, a popular communication platform, has been an exemplary case in SaaS success.

A crucial part of its strategy was focusing on customer acquisition through freemium and paid plans. This allowed potential customers to experience the product before committing financially, reducing barriers to initial adoption.

In addition to this, they invested heavily in content marketing, with regular blog posts offering tips and insights about improving workplace productivity. Their email marketing campaigns were also targeted at nurturing leads into paying customers by providing value beyond just sales pitches.

The Rise of Dropbox

Moving onto another notable example: Dropbox.

This cloud storage service excelled not only because it provided a great product, but also due to its innovative referral-based system which rewarded existing users for bringing new ones onboard, thereby scaling customer acquisition exponentially while keeping costs low.

Besides referrals, Dropbox made good use of social media platforms like LinkedIn and Twitter, as well as review sites such as G2 Crowd or Capterra, where satisfied users could leave positive reviews, attracting more ideal customers.

To sum up, these successful SaaS Marketing cases, properly executed, can lead to exponential growth. Remember, every company is unique, so what worked best for them might need tweaking when applied elsewhere; nonetheless, learning from others’ successes provides valuable lessons worth considering during the planning stages.

FAQs in Relation to Saas Marketing Plan

What is a SaaS marketing plan?

A SaaS marketing plan is a strategic blueprint outlining how to attract, convert, and retain customers for software-as-a-service (SaaS) products. It typically includes strategies like content creation, freemium offerings, pricing models, and referral-based marketing.

How do I create a marketing plan for SaaS?

To create a SaaS marketing plan: identify your target audience; craft buyer personas; develop engaging content; offer freemiums or free trials as lead magnets; nurture leads into subscribers with email campaigns; implement effective pricing models and monitor key metrics.

What are the 4Ps of SaaS?

The 4Ps of Saas are Product (the software service you provide), Price (how much you charge for it), Place (where it’s sold or distributed – usually online), and Promotion (how you market your product).

How do I write an article for SaaS?

To write an article about SaaS: choose a relevant topic that appeals to your target audience. Research thoroughly. Use clear language without jargon. Include case studies if possible. Proofread carefully before publishing.


Nailing your SaaS marketing plan is just the start.

The real magic happens when you build upon those robust pillars of a successful plan.

From crafting precise buyer personas to nurturing leads into loyal subscribers, it’s all about strategy and execution.

Pricing models, referral-based marketing, key metrics – they’re all pieces of this complex puzzle.

Social media isn’t just for selfies; it’s an untapped goldmine for reaching your target audience in the SaaS space.

Innovation doesn’t stop at traditional strategies either; exploring alternatives like account-based marketing can be game-changing.

If you’ve found value in these insights and are ready to take your SaaS company to new heights with proven marketing strategies…

Welcome aboard!

Subscribe to my SaaS Growth hacking newsletter at, where we teach how to execute winning SaaS Marketing Strategies with REAL exampels, that not only attract customers but also retain them for exponential growth.

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