As a marketer or SaaS business, staying ahead in the ever-changing digital landscape can seem daunting. With new marketing tools, platforms, and strategies emerging every day, it’s hard to know where to start to improve your marketing efforts. One thing is for sure, having a solid and effective marketing strategy can be just what’s needed to help take it to the next level.
The right marketing resources can make all the difference in taking your company to the next level. In this blog post, we’ll share some of the best SaaS marketing resources available that can help boost your online presence and grow leads efficiently.
From crafting your strategy to measuring your success – learn how leveraging these powerful tools will help you build a successful marketing campaign and widen further reach of your brand.
So read on – let’s launch your SaaS business into greatness with these top marketing resources!
Why You Need SaaS Marketing Resources
The term “software as a service,” or “SaaS,” refers to a software delivery paradigm in which software is made available online rather than being downloaded and installed on the client’s computer.
Software as a service (SaaS) marketing is advertising that leverages SaaS to deliver a good or service. It is a delivery model enabling companies to contract out their essential operations, such as customer service, sales, and marketing. Small enterprises that lack the means to complete these duties frequently choose this strategy.
Most SaaS businesses work on a subscription basis, meaning they constantly need to win over their new but also their current customers. If your SaaS product is not good enough, your active users will notice that once they start using it and cancel their subscription. These ongoing efforts require a specific approach to marketing, also known as SaaS marketing.
To achieve success with their SaaS product, business owners must tailor their strategy to the needs of their audience. What works for an eCommerce brand won’t work for a SaaS company. This is where SaaS marketing resources come really handy.
There are several different resources you can count on to help you learn more about SaaS marketing and find out how successful SaaS B2B companies market their product and craft their strategies.
But before we dive into SaaS marketing resources, let’s take a quick look at how to measure the success of your marketing efforts.
SaaS Marketing Metrics that Help Your Reach Success
Let’s face it; there are many SaaS marketing KPIs available that you are supposed to monitor. Even if someone else is doing the heavy lifting, it can still feel overwhelming to follow all these metrics available to you.
Prioritizing the SaaS marketing KPIs that are most essential to your team and organization is crucial. You don’t want to waste time on vanity metrics that won’t help you achieve your business goal. You want to focus on enhancing your goods, increasing customer acquisition and retention, and raising your ROI.
The metrics you choose for your company will significantly depend on your product and your business’s nature. Below, you can find the most relevant SaaS marketing metrics to keep an eye on.
“Businesses can’t afford to react to what their customers want; they need to anticipate their needs.” ~ Parker Harris, co-founder – Salesforce
Customer Acquisition Cost
The most accurate way to estimate the cost of obtaining a new client is to use customer acquisition cost. It should consider factors like advertising expenses, marketing salaries, cost of sales teams, etc., divided by the number of clients attracted. Focusing on cost savings is tremendously helpful when evaluating your investment and ensuring you choose the best course of action for your growth.
The first time a new client uses your SaaS product in a way that demonstrates they take an interest in it is known as an activation. Activations vary based on your product. An alternative name for activations is PQLs or product-qualified leads. Why? Because activations can occur whether or not a customer pays for your product. You could provide a free trial or a freemium version of your product. Activations are another excellent indicator for scaling paid advertising.
Signup for paid conversion
Although you could be getting signups and activations due to your acquisition efforts, that only sometimes implies you’re also getting paying customers or that they will convert in the first month. You may forecast predicted paid conversions from a cohort of signups, assess marketing ROI more effectively, and link paying users to previous user acquisition efforts by calculating the average signup to paid conversion rate over a year.
The rate at which consumers cease doing business with a company is known as the churn rate, sometimes referred to as the rate of attrition or customer churn. The most popular way to represent it is as the proportion of service users that cancel their memberships within a predetermined time frame. It also represents the frequency of employees quitting their positions within a predetermined time frame.
Customer retention is the ability of a product to convert new consumers into recurring customers. It happens when clients value your product enough to continue using it over an extended period. Retention of revenue reveals if a firm is growing or shrinking. Retention is a good early sign of a user’s satisfaction with the product. It reflects the chance of upgrading to paying plans for freemium users. It signifies potential growth or churn for paying users.
Best Resources for SaaS Marketing Teams
Whether you’re a one-man band and are in charge of your startup’s marketing, or you have an entire team of SaaS marketing experts, you will benefit from keeping up with valuable marketing resources. From signing up for relevant newsletters to reading marketing books and listening to podcasts, there are plenty of ways to improve your knowledge and learn which tactics work and which don’t.
Best SaaS Marketing Sites and Blogs
A SaaS marketing site or blog will publish about various topics, including market research, product adoption, product growth, user onboarding, and nurturing your existing and potential customers.
Why are blogs among the top platforms for learning SaaS marketing? You must continuously study if you want to comprehend and excel in SaaS marketing ultimately. For businesses that must continually remain one step ahead of their rivals, being current on the newest technology, growth hacks, and marketing techniques is crucial.
SaaS blogs provide insightful advice on managing your SaaS company and carrying out marketing plans because they are written by competent businesspeople who desire to help others succeed. Their primary focus is not just speculations but data-driven tactics that ensure you enjoy many leads coming through your sales funnel.
“Every customer interaction is a marketing opportunity. If you go above and beyond on the customer service side, people are much more likely to recommend you.” ~ Stewart Butterfield, co-founder – Slack
Algocentric blog is among the best SaaS marketing blogs for businesses out there. It is constantly updated with the latest trends, industry experts’ tips, and valuable case studies to help you market your product better and improve overall customer experience. Unlike other resources, Algocentric Digital Consultancy aims to provide in-depth articles that gather all relevant information in one place, saving you the time you’d typically spend on research.
Topics you can find:
- Search engine optimization (SEO)
- Search engine marketing
- Pay-per-performance marketing
- Content marketing
- Email marketing
- Paid social marketing
- Conversion rate optimization
If you work in the SaaS sector, you’ve probably heard the phrase “product-led growth” a lot. ProductLed is experienced in product-led growth marketing, and they gather experts in this field to share their insights with the audience. They also publish their podcast episodes on their blog. However, they also create content for sales, customer success, project management, and engineering teams, so you’ll need to filter their content to find what you need.
Topics you can find:
- User onboarding
- Conversion rate optimization
- Customer retention
- Marketing strategies for engaging existing and potential customers,
A cloud-based tool called Userpilot allows the product and customer support team to customize user onboarding and enhance product uptake. Yet, Userpilot excels in user onboarding and product uptake. They offer in-depth, thoroughly researched articles on various topics, including user experience, product growth, user onboarding, and improving your customer base.
Topics you can find:
- User onboarding
- Product marketing
- User engagement rate
- Product management
- SaaS growth
Richard King, the organization’s creator and author of the Product Marketing Alliance (PMA) blog, established it as a top SaaS marketing blog. His blog focuses on customer marketing, sales enablements, SaaS analytics, and product marketing. The PMA blog’s ability to clearly explain complicated product marketing concepts is one of its most significant features.
Topics you can find:
- Go-to market strategy
- Product marketing
- Content marketing
This website heatmap and behavior analytics tool also has a blog with articles for UX, product, and digital empathy specialists. Also, the Hotjar blog has articles on user research, PX insights, marketing, eCommerce, CRO, and much more. Whether or whether you utilize Hotjar, their blog will educate you on user research, marketing, and UX metrics.
Topics you can find:
- Remote teams
- Behavior analytics
Best SaaS Marketing Thought Leaders
This is a list of some of the most knowledgeable and reliable SaaS thought leaders. These online experts impart a variety of SaaS information, including:
- What tactics to employ in the SaaS industry,
- How research and experience affect the decision-making process,
- Insights from top SaaS experts.
Each of them has its own online persona, voice, and presence. Pay attention to what these SaaS influencers are saying if you want to boost your success.
1. Mark Suster
American businessman and venture capitalist Mark Suster. At Upfront Ventures, the most prominent venture capital firm in Los Angeles, he serves as a managing partner. He is a well-known blogger in the field of early-stage venture financing.
2. Joel York
Throughout the last 20 years, Joel York has produced and marketed B2B software for various organizations and goods, including SaaS, enterprise, and desktop across an even more extensive range of business sectors. He discusses everything online, and his blog is a significant platform for his opinions.
3. David Skok
Five-time serial entrepreneur David Skok is now a venture capitalist with Matrix Partners. Before joining Matrix, David founded four companies and completed one turnaround. He has also served as a board member and early-stage investor in firms like HubSpot, whose revenues have exceeded $1 billion. SaaS, open source and infrastructure software are his main areas of interest in B2B software.
4. Dharmesh Shah
Co-founder and CTO of HubSpot, Dharmesh Shah, was also the founder and CEO of Pyramid Digital Solutions, a vertical CRM software firm in the financial services sector. He frequently speaks about startups, inbound marketing, and business culture. He is a prominent Boston area entrepreneurial scene member and an angel investor in more than 60 firms.
5. Jason Lemkin
The world’s largest B2B/SaaS community is headed by Jason M. Lemkin, who is also the managing director of SaaStr Fund. This $90 million venture capital firm specializes in early-stage industry investments. He oversaw or sourced the initial venture capital investments in several notable enterprise/SaaS start-ups valued at over $1 billion.
Best SaaS Marketing Books and eBooks
Finding the greatest SaaS book from the hundreds available may be overwhelming, especially when you have so many other more critical tasks. We have committed to reading these books and selecting the finest ones.
SaaS books are designed as a road map for business owners and innovators who have great SaaS ideas but need to figure out how or where to begin turning those ideas into reality.
1. Behind the Cloud by Marc Benioff
The incredible journey of Marc Benioff and his software business, Salesforce.com, is chronicled in this book. In less than ten years, Benioff describes how his business went from being run out of a rented room to being worth millions of dollars. He talks about everything from how his firm became a forerunner in cloud computing to the early 2000s dot-com meltdown.
The tactics Marc Benioff and his SaaS team employed to dominate the cutthroat SaaS industry are detailed in Beyond the Cloud: The Hidden Story of How Salesforce.com Went from Idea to Billion-Dollar Business and Revolutionized an Industry. Entrepreneurs will benefit from Benioff’s path by becoming better innovators and accelerating business growth.
2. The Hard Thing About Hard Things by Ben Horowitz
Ben Horowitz, one of the most renowned businessmen in Silicon Valley and the co-founder of Andreessen Horowitz, wrote a book titled The Hard Thing About Hard Things: Creating a Business When There Are No Easy Answers.
Horowitz provides crucial guidance for startup entrepreneurs on launching and managing a business in this book. Many individuals romanticize establishing a business and only ever recognize how challenging it is to run it once it becomes profitable. Both new and experienced SaaS business entrepreneurs can find inspiration in this book.
3. The Lean Startup by Eric Ries
When Eric Ries released his best-selling book The Lean Startup: How Today’s Entrepreneurs Employ Continuous Innovation to Build Radically Successful Companies, which outlined its guiding principles, the term “lean startup” was not often used.
Toyota’s lean manufacturing techniques influenced Ries. After that, he presented a structure for an iterative business model. This paradigm is based on ongoing experiments that test and refine concepts and confirm learning. SaaS firms frequently use MVPs, unit economics, and feedback loops, and Ries provides clear explanations and examples of how to do lean startups.
4. From Impossible to Inevitable by Ross and Lemkin
This book by Aaron Ross and Jason Lemkin provides a clear path for SaaS creators to achieve hyper-growth for their businesses. The majority of entrepreneurs’ issues concerning why they are having trouble growing their businesses and how to quadruple their income are addressed in this work.
How SaaS and other firms establish predictable revenue is demonstrated in the book From Impossible to Inevitable: How Hyper-growth Companies Create SaaS and Other Businesses. The writers also detail how you may use these experts’ knowledge to benefit your SaaS company. This book will assist you in doing more than you ever imagined possible by using tales and examples from businesses like Salesforce, EchoSign, and Zenefits by co-author Lemkin.
5. The SaaS Email Marketing Playbook by Etienne Garbugli
A social media marketing gem is Étienne Garbugli’s SaaS Email Marketing Playbook: Convert Leads, Boost Client Retention, and Close More Recurring Revenue with Email. No matter how fantastic your SaaS solution is, more than half of free trials will likely end without making a purchasing decision. A significant portion of leverage in a SaaS firm are email camapigns. It aids in boosting trial conversions, onboarding, lowering churn, and raising MRR.
You will learn from this email marketing resource that you don’t need to be a copywriter to produce effective emails or write a post for a social media platform to increase SaaS revenue. Just having the appropriate information and procedures will help you use email to expand your organization. This book contains everything you need to develop, create, and optimize your digital marketing strategy.
Best SaaS Marketing Podcasts
One of the most excellent methods to discover how to expand your SaaS is to learn from other SaaS founders, CEOs, and marketers. Because of this, SaaS podcasts in the interview format have gained much traction in recent years.
When you drive or work out, these podcasts are a terrific way to be inspired, gain knowledge, and grow. The Monday morning standup with your team is a terrific time to use them to get your creative juices flowing!
Why do certain B2B SaaS companies and agencies expand naturally while others have difficulty attracting clients? And how do those who grow their business do it? What are they changing to entice so many clients and customers?
As we follow Tom Hunt on his drive to expand a B2B SaaS company and agency—meeting his friends, family, and business partners along the way—this podcast seeks to answer these concerns.
Fantastic interviews with startup founders and business owners! Omer Khan is the host and provides in-depth knowledge of the most recent SaaS trends. This audio is ideal for learning the foundational concepts of starting a SaaS company. Thanks to the informative information from their professional interviews, you will undoubtedly learn a lot.
3. Scale or Die
The podcast Scale or Die delves deeply into startup growth tactics. The host, Dave Rogenmoser, who is also the co-founder of Proof, and his guests share insightful advice for growing your company. In this podcast, Dave is straightforward in sharing all his knowledge and experience about scaling businesses.
4. The Official SaaStr Podcast
The Official SaaStr Podcast is the newest and best from the SaaStr industry, featuring interviews with leading investors and operators to get their advice on how to win the brutally competitive B2B SaaS marketing game.
Sharing the journey of running and expanding bootstrapped SaaS businesses via experiences, difficulties, successes, and failures. hosted by Darren Shaw of Whitespark and Aaron Weiche of GatherUp. We’ll focus on the bootstrapped, lucrative, expanding SaaS market we work in and offer our ideas and experiences in the world of “unicorn,” VC-funded software businesses that must IPO or get purchased for $1B.
Best SaaS Marketing Courses
You need to learn from industry leaders to develop the practical insights you need to succeed as a SaaS marketer, product manager, SEO specialist, or UX designer. Using both the free and premium SaaS courses at this point is essential.
For years, many people tried various tactics without success. Nonetheless, these tests equipped them to assist both novices and specialists in learning and improving their present talents through online SaaS marketing courses.
The best course on the list is from HubSpot and covers every crucial topic in engaging and creative learning sessions. This content marketing training is recommended by even the best Quora experts.
Whether you are an absolute novice hoping to master content marketing fundamentals from the beginning or an intermediate trying to advance your knowledge, this course is fantastic. Consider reading its material whether you work in outbound or inbound marketing or are a content creator. This training may be very beneficial for new business owners or those who are just starting in the marketing world.
This course delivers on its promises and comes highly recommended by authority Brian Dean. Blogging classes often add little to your knowledge, but this marketing material will always have you riveted to the computer with your notes open.
The course is appropriate for anybody who wants to learn how to write, monetize their blog with the correct strategies, or grow their business to entirely new heights by utilizing powerful content marketing techniques.
Brian Dean, the proprietor of Backlinko, is the author of The SEO That Works. He created this training to assist those perplexed after skimming through various blog posts offering Google’s top rating.
If you’re seeking a tried-and-true, step-by-step method to raise your rating, this course is for you. It is mainly intended for those sick of continuously sharing worthwhile stuff as advice.
Learn from a tried-and-true approach that has, throughout the years, helped numerous businesses achieve great success. This is an effective strategy divided into four steps that produced leads for over 30 firms combining all essential marketing tactics.
The content strategy covered in this course has been refined over the course of more than five years after assisting countless B2B and B2C firms. You won’t study nebulous copied notions; instead, you’ll learn tactics that came through mistakes and achievements in the real world.
Since 2014, Product School has provided excellent product management training to help product marketers and managers grow and improve their abilities. You get the opportunity to learn from product managers who work at prestigious Silicon Valley firms like Google, Facebook, Netflix, and Amazon in this course on SaaS product management. Moreover, it features a network of a million product experts that will support your long-term learning and development.
As was already mentioned, you get to learn from product specialists who work at leading firms. Also, this course allows you the flexibility to learn at your leisure, unlike a regular MBA program.
The Bottom Line
It’s important to remember that the success of a SaaS business isn’t driven by one thing alone. Informed decisions, active knowledge, and plan implementations are of great value; however, making sure that all of your efforts are focused on improving customer relationships is critical.
This is why resources on different types of marketing are so important. From podcasts to courses, look for the best learning resources to increase your understanding of this dynamic field. Maintaining frequent changes will help ensure you know the latest strategies and tactics well.
What works today may not work tomorrow, so ensure you’re on top of your game! It’s also important to note that when you feel overwhelmed or stuck – there are people who can help.
Don’t feel like you need to go it alone – reach out for assistance from those with expertise in this area! So don’t be afraid to take risks and strive for success by gathering knowledge through helpful resources and seeking advice when needed.
After all, that’s how businesses become successful and constantly attract potential customers! Looking for experts that can help boost your business success? Reach out to us!