SaaS Marketing Handbook: 5 Must-Use Channels for Immediate Success

SaaS Marketing Guide

Running a SaaS business but not satisfied with the results? You’re not alone. Many have explored various free as well as paid channels, yet success remains elusive. Achieving an impressive return on investment from your marketing strategies can be a significant challenge. On the other hand, if you’re planning to start a SaaS business, you might be wondering which marketing platforms are must to use. In either case, you’ve come to the right place for guidance and solutions.

SaaS offers, as a business or consumer, cutting-edge solutions delivered via the cloud. However, beneath the surface of your success and expansion, SaaS companies like yours encounter a wide array of challenges and difficulties. These obstacles may include intense market competition and the high costs of acquiring customers, as well as the ongoing challenge of retaining customers and ensuring the security of your data.

This SaaS marketing guide delves into the intricate landscape of why B2B SaaS marketing is different from other businesses marketing, what are the effective marketing tactics for SaaS and marketing platforms with strategies tailored specifically for SaaS companies to help you maximize your Return on Investment (ROI). So let us get started.

Why SaaS marketing is different than other B2B, B2C and Ecommerce marketing

SaaS marketing differs from other types of marketing like B2B (Business-to-Business), B2C (Business-to-Consumer), and Ecommerce in several ways:

Complex Sales Cycles

SaaS often involves longer and more complex sales cycles, especially for enterprise-level solutions. It requires educating potential customers, building trust, and addressing specific pain points.

Recurring Revenue Model

SaaS operates on a subscription model, where customers pay regularly so retaining them is crucial. This demands ongoing marketing efforts to retain them, unlike one-time purchases in Ecommerce.

Customer Onboarding

Effective SaaS marketing involves seamless onboarding processes to help users understand and derive value from the software quickly. This is not as critical in many B2B and B2C businesses.

Continuous Updates and Education

SaaS products are constantly evolving. Marketing must communicate updates and educate users to maximize the value they get, unlike many B2C or Ecommerce products that remain static.

Trial and Freemium Models

SaaS mostly offers free trials or freemium models to let users experience the product. Marketing strategies must convince users to invest time and, eventually, money in the product after trial ends.

Targeted Audience

SaaS marketing often targets niche audiences, while B2C and Ecommerce may have broader customer bases and wider audience.

Content Marketing

SaaS relies heavily on content marketing to educate and inform users. Blog posts, webinars, podcasts, and guides play a crucial role in SaaS marketing.

Customer Success and Support

SaaS businesses often have strong customer success and support teams to ensure customers have a positive experience, which is less common in B2C and Ecommerce.

Reviews and Ratings

SaaS marketing often relies on user reviews and ratings to build trust and credibility, which may not be as prominent in B2C and Ecommerce marketing.

Referral Programs

Referral and affiliate programs are commonly found in SaaS marketing to incentivize users to bring in new customers.

In summary, SaaS marketing is different due to its subscription-based model, ongoing customer education, and continuous updates. Now, let us checkout what are the effective marketing channels that can be a game-changer for your B2B SaaS business, enabling you to not only attract new customers but also retain them. Let us check out what are they and why they are effective.

Effective marketing channels for SaaS industry

Whether you provide SaaS solutions such as web-to-print software, accounting software, or payment gateways, optimizing your website for SEO and building backlinks is a crucial step. However, these alone may not be sufficient. To achieve huge success, these below 4 proven marketing channels are essential to explore. So, let us check out.Effective Marketing Channels for SaaS

1. Paid Marketing

Paid marketing can be highly effective for SaaS businesses for several compelling reasons

Quick Customer Acquisition

Paid marketing channels such as Google Ads/ Microsoft Advertising and social media advertising like LinkedIn Ads, Facebook Ads allow SaaS companies to rapidly reach their target audience. This can result in quicker customer acquisition compared to organic methods, which may take longer to gain traction.

Targeted Reach

Paid marketing enables advertisers to target based on demographics, interests, behaviour, and other factors. SaaS companies can reach potential customers who are more likely to be interested in their specific software solutions. This reduces wasteful spending on reaching irrelevant audiences.

Measurable Results

Paid marketing provides detailed analytics and performance metrics. SaaS businesses can track key performance indicators (KPIs) such as click-through rates, conversion rates, cost per acquisition, and return on investment (ROI). This data-driven approach allows for constant optimization of campaigns.

Customer Retention

Paid marketing can also be used to target existing customers with upsell or cross-sell offers, as well as to keep them engaged with your product through newsletters, educational content, and special promotions. This contributes to higher customer retention rates.

Promotion of New Features and Updates

SaaS companies often release new features and updates to their software. Paid marketing allows them to effectively promote these changes to their user base and attract attention to the improved functionality.

Competitive Advantage

By using paid marketing, SaaS businesses can gain a higher position in search results. They can bid high then competitors for highest ad placements, strategically position themselves as leaders in their industry, and capture market share.

Remarketing Opportunities

Paid marketing enables remarketing or retargeting campaigns, which involve showing ads to users who have previously interacted with your website or ad. This tactic can help to re-engage with potential customers who may not have converted on their first visit over website.

Cost Control

Paid marketing campaigns can be managed with careful budget control. Companies can set daily or monthly spending limits, ensuring they do not exceed their allocated marketing budget.

Testing and Optimization

Paid marketing platforms offer advertisers A/B testing and split testing capabilities, allowing SaaS companies to experiment with different ad creatives, copy, targeting options, and landing pages. This helps to refine marketing strategies over time.

In summary, paid marketing is effective B2B SaaS marketing strategy because it offers a fast and targeted way to acquire customers, provides measurable results, helps in customer retention, and allows for strategic positioning in a competitive market. When executed strategically and optimized continuously, paid marketing can significantly contribute to the growth and success of SaaS companies. Let us check out which platforms are best to start with for SaaS businesses.

Best Paid Marketing Platforms for SaaS with benefits

Selecting the best-paid marketing platforms for your SaaS business depends on target audience, marketing objectives, and budget. Here are some of the top SaaS paid ads marketing platforms that are commonly used by SaaS companies like yours:

Google Ads for B2B SaaS businesses

Google Ads (formerly Google AdWords) is a versatile platform that offers search ads, display ads, video ads, and app promotion ads. It is highly effective for reaching users actively searching for SaaS solutions. Creating a successful Google Ads strategy for a SaaS business requires careful planning and ongoing optimization. So, implement carefully and let us know how those strategies worked out for you.

Don’t forget to read our post on how to get Google Ad coupon code for new and existing users and is worth it?

LinkedIn Advertising for SaaS businesses

LinkedIn is a valuable platform for B2B SaaS companies. LinkedIn advertising options include sponsored content, sponsored InMail, lead generation forms, display ads, spotlight ads and dynamic ads. You can target professionals based on job title, industry, company size, and more.

LinkedIn ads offer several key benefits for SaaS companies:

Targeted Reach

LinkedIn allows precise targeting by job title, industry, company size, and more, ensuring your SaaS ads reach decision-makers and relevant professionals.

B2B Focus

With its business-oriented user base, LinkedIn is an ideal platform for SaaS companies to connect with a professional audience actively seeking software solutions.

Thought Leadership

SaaS firms can use sponsored content and InMail to establish thought leadership and share valuable insights, building trust with potential clients.

Lead Generation

LinkedIn ads can generate high-quality leads for SaaS businesses through tailored campaigns, helping to grow your customer base and expand your reach in the industry.

Creating a successful LinkedIn Ads strategy for B2B SaaS business requires a thoughtful approach. The key is to align your ad strategy with your business objectives, target the right audience, and adapt based on performance data.

YouTube Advertising for SaaS businesses

Video content is a powerful tool for SaaS marketing, and YouTube offers various ad formats, including skippable and non-skippable video ads. It is ideal for explaining complex SaaS solutions or showcasing customer success stories.

YouTube advertising offers numerous advantages for SaaS companies:

Visual Storytelling

SaaS companies can use video ads to visually showcase their software solutions, making it easier to explain complex concepts and engage with potential customers effectively.

Broad Reach

YouTube has a vast global audience, allowing SaaS businesses to reach a diverse user base and target specific demographics or interests through precise ad targeting.


YouTube offers various ad formats, including skippable ads, which means you only pay when viewers engage with your content, making it a cost-effective option for SaaS marketing.

Remarketing Opportunities

SaaS firms can retarget users who have previously visited their website or engaged with their content, increasing the likelihood of conversions.

Analytics and Optimization

YouTube provides robust analytics tools to measure ad performance and audience engagement, enabling SaaS companies to refine their strategies and maximize their return on investment.

YouTube Ads can be an effective tool for promoting your SaaS business, but success often requires persistence, data analysis, and adaptation. Ensure that your ads align with your business objectives, target the right audience, and continually refine your YouTube Ads strategy for SaaS based on performance data.

Microsoft Advertising for SaaS businesses

For B2B SaaS companies, Microsoft Advertising (formerly Bing Ads) can be an excellent complement to Google Ads when your targeting countries use Bing as their default browser for SaaS paid ads, as it reaches users on the Bing search engine and Microsoft-owned properties. It often has lower competition and cost-per-click rates.

Microsoft Advertising can offer valuable benefits for SaaS companies:

Diverse User Base

Microsoft Advertising reaches users across Bing, Yahoo, and the Microsoft Search Network, expanding your reach and connecting with users who may be seeking SaaS solutions.

Less Competition

Due to lower competition compared to Google Ads, SaaS companies may find more cost-effective advertising options and potentially lower cost-per-click rates.

Precise Targeting

Microsoft Advertising provides robust targeting options, allowing SaaS businesses to focus on specific demographics, locations, and interests relevant to their target audience.

Integration with Microsoft Products

If your SaaS product integrates with Microsoft software or services, advertising on this platform can help you connect with users who are already using Microsoft products.

Campaign Insights

Microsoft Advertising offers in-depth performance data and analytics, aiding in the optimization of campaigns and improving ROI for SaaS companies.

Software Review and Comparison Sites

Software review and comparison sites are valuable resources for both SaaS businesses and prospective customers. These platforms allow users to research, compare, and make informed decisions about various SaaS products based on reviews, ratings, pricing, and feature comparisons. There are some popular software review and comparison sites for SaaS like Capterra, G2, Clutch, Software Advice, SaaSGenuis.

Also, one site not to be missed is Product hunt. It is neither review nor comparison site but its excellent platform for discovering new and emerging software and tech products. It provides a space for early-stage start-ups, entrepreneurs, and established companies to launch and promote their products like SaaS product, mobile app to a tech-savvy and product-hungry audience.

These review and comparison sites can be valuable resources for SaaS providers to gain visibility and receive feedback from users. They also help potential customers make informed decisions when choosing SaaS products that best meet their needs.

Content Marketing

Content marketing for SaaS involves creating a variety of content types to engage your target audience, educate them about your software, and drive conversions. Here are some common types of content marketing for SaaS businesses:

Blog Posts

Regular blog posts can cover a range of topics, from industry trends and best practices to product updates and how-to guides. Blogs help with SEO and provide valuable information to your audience.

Whitepapers and eBooks

In-depth resources that explore industry-specific topics, emerging trends, or detailed guides related to your software. They often require an email signup, making them excellent lead generation tools.

Case Studies

Showcase how your SaaS solution has helped existing customers solve specific problems or achieve significant results. These serve as valuable social proof.


Visual content that simplifies complex information or presents data and statistics in an easily digestible format. Infographics are highly shareable content on social media.


Create explainer videos, product demos, tutorials, or webinars to engage and educate your audience visually. Video content is highly engaging and can be shared on multiple platforms.


If your target audience prefers audio content, consider starting a podcast where you discuss industry trends, interview experts, or talk about your SaaS product’s features.

Email Newsletters

Regular newsletters can keep your subscribers informed about product updates, industry news, and valuable resources. They also help maintain customer engagement.

Social Media Posts

Share informative content, company updates, customer success stories, and engage with your audience on social media platforms.


Host webinars to provide in-depth training, answer questions, and demonstrate the value of your SaaS product. Webinars can be both live and recorded for on-demand access.

User Guides and Documentation

Create comprehensive user guides and documentation to help users understand and utilize your software effectively. This content can reduce support requests.

FAQs and Knowledge Base Articles

Address common user queries by publishing frequently asked questions and building a knowledge base to assist users in troubleshooting issues.

Guest Posts and Sponsored Posts

Contribute articles to industry-specific publications and invite guest bloggers to contribute to your blog. This can help you reach to your niched specific huge audience.

Customer Success Stories

Share success stories and testimonials from satisfied customers. Highlight how your software solved their problems and improved their businesses.

Product Updates and Release Notes

Keep your users informed about new features, updates, and improvements to your SaaS product.

Comparison Guides

Create content that compares your software to competitors, helping potential customers make informed decisions.

The choice of content types should align with your target audience’s preferences and the specific goals of your SaaS marketing strategy. A well-rounded content marketing approach can help drive brand awareness, lead generation, customer retention, and ultimately, business growth for your SaaS company.

Events, Tradeshows and Conferences

Participating in industry-specific events, tradeshows, and conferences is beneficial B2B SaaS marketing strategy. Let’s check out benefits.

Networking Opportunities

Events and trade shows provide an ideal platform to connect with industry professionals, potential customers, partners, and investors. You can build strong relationships and expand your professional network.

Lead Generation

These events often attract a highly targeted audience interested in technology and software. It is an excellent opportunity to generate leads and capture contact information for potential customers.

Brand Visibility

Exhibiting at or sponsoring an event can significantly increase your brand’s visibility within your industry. It can help establish your SaaS company as a prominent player in the market.

Market Research

Events allow you to gain insights into market trends, customer pain points, and competitors. Attendees often share valuable information and feedback, helping you refine your product and marketing strategies.

Product Demos and Launches

You can showcase your SaaS product and its features through live demos or presentations. Events are a great platform for launching new products and creating a buzz.

Educational Opportunities

Conferences often include educational sessions, workshops, and panel discussions. Attending these can provide your team with valuable knowledge and insights to stay updated on industry trends.

Media Exposure

Events attract industry-specific media and bloggers, providing opportunities for press coverage and mentions. This can help increase your online and offline visibility.

Partnerships and Alliances

Identify potential business partners, resellers, or distributors who can help you expand your reach and increase sales.

Feedback from Users

Direct interactions with current customers and prospects can offer valuable feedback, helping you understand their needs and challenges better. This information can guide product improvements and customer support.

Speaking Opportunities

Secure speaking slots or panel participation at conferences to position your company as an industry thought leader, share your expertise, and gain credibility.

Competitive Insights

Observe your competitors, analyse their strategies, and identify areas where you can differentiate your SaaS offering.

Face-to-Face Customer Support

Use niche specific events to provide in-person customer support, answer questions, and address concerns. It is a great opportunity to build strong customer relationships.

International Expansion

Participating in global events can be a stepping stone to expanding your SaaS business internationally, as you can connect with potential customers and partners from around the world.

Building Community

Engage with your user community and create a sense of belonging among your customers. Events can foster a stronger connection between your brand and your users.

While participating in events can be beneficial, it is essential to carefully plan your participation, set clear objectives, and measure the return on investment to ensure that it aligns with your SaaS business’s strategic goals.

Affiliate Marketing

SaaS companies can implement various types of affiliate marketing strategies to promote their products. Here are some common types of affiliate marketing for SaaS businesses:

Traditional Affiliate Marketing

In this model, affiliate marketers promote your SaaS product through their websites, blogs, or social media channels. They earn commissions for each sale or lead they drive to your platform through unique affiliate links.

SaaS Review Sites

Some affiliates specialize in creating review websites or content specifically focused on SaaS products. They provide in-depth reviews, comparisons, and recommendations to help potential customers make informed decisions.

Influencer Marketing

Collaborate with influencers in the SaaS or tech industry who can showcase your software to their followers. Influencers might create videos, blog posts, or social media content featuring your product.

Email Marketing Affiliates

Affiliate marketers with substantial email lists can promote your SaaS product to their subscribers through email marketing campaigns. They often send targeted emails with your product’s details and promotional offers.

Software Directory Affiliates

List your SaaS product on software directories and platforms that offer affiliate programs. When customers discover and purchase your product through these directories, affiliates earn commissions.

Referral Programs

Implement a referral program where existing customers can become affiliates and refer your SaaS product to others in exchange for discounts, credits, or commissions.

In-House Affiliate Programs

Manage your affiliate program in-house using affiliate tracking software. This allows you to have full control over your program, set commission structures, and directly recruit and manage affiliates.

Marketplace Platforms

Leverage affiliate marketing platforms like ShareASale, CJ Affiliate (formerly Commission Junction) to connect with a network of affiliates who can promote your SaaS product.

B2B Affiliate Marketing

Focus on B2B affiliate partnerships where affiliates target businesses looking for SaaS solutions. These affiliates may have expertise in a particular industry or vertical.

Industry Associations and Events

Collaborate with industry associations or event organizers who promote your SaaS product to their members or attendees. These partnerships can be valuable for reaching a highly targeted audience.

Pay-Per-Click Affiliates

Work with affiliates who specialize in PPC advertising to create targeted ad campaigns that drive traffic to your website or landing pages. Affiliates earn a commission for each click or conversion.

Content Syndication

Partner with affiliates who syndicate your content, such as blog posts or whitepapers, to their own websites or email lists, often with embedded affiliate links.

Custom Partnerships

Create custom affiliate partnerships that align with your specific goals, whether it is promoting specific features, reaching new geographic markets, or achieving other objectives.

Co-Marketing Campaigns

Collaborate with affiliates on joint marketing campaigns, webinars, or co-branded content that promotes your SaaS product to a shared audience.

The choice of affiliate marketing type depends on your target audience, product niche, and marketing strategy. Implementing a combination of these strategies can help maximize your SaaS product’s exposure and reach a diverse set of potential customers.

When selecting marketing channels to promote your SaaS business, consider your target audience’s online behaviour, the nature of your SaaS product, and your marketing goals. Additionally, it is essential to continuously monitor and optimize your campaigns to ensure you are getting the best ROI from your chosen platforms. Each platform offers unique advantages, so a mix of these platforms may be the most effective approach for your SaaS marketing strategy.

Need help to market your SaaS product? Hiring us to market your SaaS business means tapping into a wealth of experience and expertise. We specialize in SaaS paid marketing, from securing top ad position in Google search with Google Ads management and creating compelling social media campaigns with social media management services. Let us help you reach your target audience, boost conversions, and drive growth for your software solution. Contact us today!

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