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The Sooner You Use SaaS Marketing Spend Benchmarks the Better for Your Brand

The Sooner You Use SaaS Marketing Spend Benchmarks the Better for Your Brand
Reading Time: 11 minutes

The Sooner You Use SaaS Marketing Spend Benchmarks the Better for Your Brand

SaaS marketing spend benchmarks provide valuable insight for companies to measure their performance compared to the industry. As a business model that relies on subscription-based revenue, understanding how successful companies use their money is essential to success.

These benchmarks provide valuable information about best practices in customer acquisition, customer retention, and marketing activities. By comparing SaaS metrics such as marketing spend, gross margin, recurring revenue, and customer lifetime value, companies can make informed investment decisions.

A key insight for learning from SaaS benchmarks comes from understanding the total cost of customer acquisition and its impact on customer retention. These metrics are useful for identifying areas of improvement by tracking the different channels that are used for marketing, including strategies like inbound marketing, content marketing, and digital marketing.

Understanding these metrics can help setup realistic targets for success and growth. By analyzing the leading strategies used in the SaaS industry, companies can learn how to maximize their returns for customer acquisition, retention, and long-term customer success.

Defining SaaS Metrics and Key Performance Indicators

When it comes to managing SaaS businesses, it is important to understand the key performance indicators. KPIs are indicators that measure and track the company’s performance over time. By tracking these metrics, it’s possible to identify areas of improvement and ensure the health of the business.

Key metrics for SaaS companies include customer acquisition costs, gross margins, net retention rates, and churn rates.

  • Gross margin is the money generated from sales minus all related expenses
  • Customer acquisition cost is the total amount spent on acquiring a new customer
  • Net retention rate represents the number of customers that remain active in any given period
  • Churn rate is the rate at which customers are leaving your service

Another important metric to track is customer lifetime value or CLV. This marketing metric shows how much revenue one customer brings in over their lifetime. This is usually determined by the amount they spend on services or products.

By definition, KPIs are metrics that help companies optimize their SaaS capital spending.  Tracking and understanding the key performance indicators of a SaaS business can provide insight into the organization’s health. Knowing which metrics to track and measure can help companies find areas for improvement and take the necessary steps to reach their goals.

What Are SaaS Marketing Spend Benchmarks?

When assessing the health of your SaaS business, understanding how your marketing spend compares to industry benchmarks is essential. There are several important metrics to consider when evaluating a SaaS company’s marketing spend, such as total revenue, gross margin, marketing expense, customer acquisition cost, and customer lifetime value.

It’s important to remember that there is no one size fits all approach when it comes to SaaS marketing spend. Different companies may have different goals, target audiences, and strategies. As such, no two SaaS projects will have the same marketing budgets nor the same marketing benchmark strategy.

When it comes to SaaS marketing spending, some of the most common expenditures include Google ad campaigns, content marketing, inbound marketing, and portfolio companies. These expenses can be broken down and analyzed for each marketing channel.

Importance of Marketing Metrics

While investing in portfolio companies is often necessary for establishing connections and strengthening relationships with potential customers. In addition to understanding the different marketing activities and costs associated with them, it’s also important to understand the key metrics associated with SaaS marketing budgets.

These metrics can help determine what level of investment is necessary to obtain the desired results while also helping to set realistic expectations for returns. Popular metrics for measuring success include average revenue per user (ARPU), churn rate, customer acquisition cost (CAC), net promoter score (NPS),  annual recurring revenue (ARR) growth, and goods sold.

By taking a closer look at SaaS marketing spend benchmarks, you can have a better understanding of your marketing activity. Knowing which processes are most effective can help optimize your SaaS marketing budget and ensure that your brand can maximize its ROI.

Average Cost of Customer Acquisition and Retention

When it comes to managing a successful SaaS business, customer acquisition and retention are two of the most important activities. Knowing the average cost of acquiring new customers, as well as how much it costs to retain existing ones, is essential in order to keep costs under control and ensure profitability.

Customer Acquisition Cost

The average cost of customer acquisition will depend on the market, competition, and specific strategies employed. Generally, companies can expect to pay anywhere between 5-15% of their revenue in order to acquire new customers. This figure could be higher or lower depending on factors such as the industry and marketing channels utilized.

Retaining existing customers is also an important factor in any successful SaaS company’s budgeting. It is generally less expensive to retain an existing customer than to acquire a new one. Companies should also consider customer lifetime value, which is the total revenue that a customer is projected to generate throughout their lifetime with the company.

The higher the CLV, the more likely the customer will remain loyal and keep buying from the same company.

Customer Success

Companies can also invest in customer success programs to improve customer retention rates. These programs provide personalized support and services to customers to ensure they are getting the most out of the product or service provided. Offering rewards and discounts for loyalty can also help keep customers engaged and satisfied.

Knowing the average cost of customer acquisition and retention can help companies better manage their budgets and optimize customer service. With this knowledge, businesses can determine which strategies are most effective for acquiring new customers and retaining existing ones, as well as identify areas where they can save money.

Churn Rate and Customer Retention

Customer churn is an important metric for SaaS businesses to keep track of. It shows us the percentage of users who unsubscribed and as such, it directly impacts a company’s revenue growth and profitability.

A high churn rate can be detrimental for any company, resulting in a decreased customer base and lower profits. Therefore, it is important for SaaS companies to have strategies and processes in place to effectively handle customer churn and increase retention.

Reducing Customer Churn

One of the most effective strategies to reduce customer churn is to provide exceptional customer service. Making sure that customers are provided with accurate information and that their concerns are addressed quickly helps to foster loyalty and reduce the risk of customers leaving the platform.

Another important strategy to reduce customer churn is to understand why customers are leaving. By conducting customer surveys and interviews, companies can gain insight into the preferences and needs of their customers. Companies should also pay attention to customer feedback and use it to improve their product or services.

Improving Targeting

Additionally, some companies use data analysis to identify customers who are at risk of leaving and provide them with personalized offers or discounts to entice them to stay. This allows companies to better target customers who are more likely to remain active on the platform

Finally, marketing campaigns and automated emails can also be used to increase customer engagement and ultimately lead to reduced customer churn. Automated emails can be used to remind customers of the value they can gain from a product or service and encourage them to remain active on the platform.

By implementing the strategies above, SaaS companies can reduce the risk of customer churn and improve customer retention. In the long run, this will help to increase revenue, profits, and customer loyalty.

Net Promoter Score and Customer Success

The Net Promoter Score (NPS) is a customer loyalty metric that measures the willingness of customers to recommend a company or product. It is calculated by subtracting the percentage of customers who would not recommend the company from those who would. The NPS score can range from -100 to 100, with higher scores indicating higher levels of customer satisfaction.

Establishing stellar customer success entails more than just having a high NPS score. Companies must also consider customer retention and engagement and the cost of customer acquisition. A SaaS brand should measure customer success in terms of churn rate, average revenue per user, and lifetime value.

Software businesses should also focus on building positive customer relationships and loyalty. This requires providing personalized support, building trust and loyalty through transparent communication, and offering rewards for loyal customers.

Companies should also strive to provide an exceptional customer experience, as customer satisfaction is one of the most important drivers of customer loyalty.

Finally, companies must focus on creating positive customer feedback. For example, providing incentives to customers who leave positive reviews or feedback and offering rewards for referrals can help create positive customer engagement. Additionally, engaging with customers on social media or email can help build positive relationships and increase customer loyalty.

Revenue Growth, Investments, and Margins

SaaS companies have specific goals and objectives for growing their revenue. They must consider both the cost of running a successful business and the investment required to expand their financial goals. Understanding the exact metrics required to achieve these goals is crucial in ensuring success.

SaaS companies should focus on increasing revenue and reducing costs whenever possible. This can be achieved by properly managing expenses, increasing customer acquisition rates, and driving more sales. Every dollar of revenue generated should be re-invested back into the business to grow and expand.

Marketing Investment

Marketing investment is one of the most important areas for SaaS companies. While there are no exact benchmarks, investing 9-15% of total revenue is typically seen as an effective range for marketing spend. This should be reviewed on a regular basis and increased or decreased depending on customer needs and market conditions.

Gross Margin

Gross margins are also key to SaaS business success. A healthy gross margin should be between 85-90%. If a company’s margins fall below this level, they should consider lowering expenses or increasing revenue from other sources. On the other hand, if gross margins are too high, a company may be able to reduce prices and gain more customers.

By understanding the metrics and benchmarks related to revenue growth, investment, and margins, SaaS companies can make the best decisions possible for their businesses. Tracking and measuring these measures will help ensure long-term success and sustainability.

Product Led Growth and Total Revenues

Product-led growth (PLG) is a marketing strategy that focuses on providing customers with an outstanding product experience as the primary method to acquire and retain customers. This strategy often relies on organic word of mouth, product recommendations, and positive customer reviews.

This marketing approach is of particular importance to SaaS businesses, as it is often more cost-effective than traditional customer acquisition for increasing your sale numbers. For SaaS firms that implement a successful product-led growth strategy, total revenues will increase over time as they can take advantage of lower customer acquisition costs.

Net Retention Rate

A key metric that helps illustrate the success of product-led growth is the net retention rate, which measures the number of customers that remain with a SaaS brand over a given period. A high net retention rate is typically indicative of a successful product-led growth strategy, and a higher percentage of retained customers will result in increased total revenues over time

Average Revenue per User

In addition to the net retention rate, average revenue per user is another crucial metric that illustrates the success of product-led growth. By testing different pricing strategies, SaaS firms can ensure that their ARPU is maximized, resulting in higher total revenues.

Due to the cost-effectiveness of product-led growth, SaaS firms should pay close attention to this strategy and exploit it to its fullest potential. By understanding the impact of this metric on total revenues, a marketing team can reduce customer acquisition costs and increase total revenues.

Digital Marketing for SaaS Firms

Digital marketing is an essential tool for SaaS firms to reach their target audience. With the growth of the internet and social media, digital marketing has become an increasingly important part of any SaaS business’s marketing strategy. From search engine optimization (SEO) to social media marketing (SMM), these tools enable SaaS firms to reach potential customers quickly and efficiently.

Search Engine Optimization

SEO helps SaaS firms increase their visibility on search engines such as Google and Yahoo, while SMM allows firms to build relationships with potential customers and encourage interaction with their brand. Additionally, email marketing allows firms to increase brand awareness. By leveraging digital marketing channels, SaaS firms can effectively reach their target audience and grow their customer base.

Google Adwords is a popular digital marketing tool used by SaaS firms to reach potential customers. However, it can be expensive and requires careful targeting of ads to ensure that the right people are seeing them.

Content Marketing

Other digital marketing methods, such as content marketing, are often more cost-effective and have a higher return on investment. Content marketing involves creating content that is highly relevant to a specific audience. As a result, it encourages engagement and builds trust with potential customers.

Another key benefit of digital marketing for SaaS firms is that it can provide valuable data and insights into their target audience. Through analytics tools such as Google Analytics, SaaS firms can gain insights into their customers’ behavior, interests, and buying habits. This data can then be used to refine campaigns and maximize their impact.

Digital marketing is an important component of any SaaS firm’s marketing strategy. From SEO to content marketing, digital channels are powerful tools for driving traffic, engaging potential customers, and generating leads.

Examining Other Marketing Channels and Activities

Successful SaaS businesses have to explore different marketing channels and activities to ensure they’re reaching the right people with the right message at the right time. Identifying which channels are the most effective for a given company is essential to get the most out of their marketing spend and maximize return on investment.

When researching marketing channels, it’s important to think about what type of content you’re aiming to deliver. Research shows that content marketing has the potential to be extremely effective for SaaS companies, as customers usually need a deeper understanding of the product or service before they make a purchase.

Social Media

Social media is also an important tool to help reach potential customers and build relationships with existing ones. This can take the form of paid and organic posts, allowing companies to target specific audiences. Paid campaigns can be tailored to include specific criteria for targeting, such as age, gender, location, and interests.

Traditional Marketing

In addition to digital marketing, more traditional methods can also be very effective when used in the right way. Good examples of this include radio advertising, direct mail, and print campaigns. Depending on the product or service being offered, some traditional methods may be more successful than digital marketing.

It’s also vital to consider the cost of different marketing activities. While the initial cost of setting up a website or launching a social media campaign might be small, the cost of maintaining them over time can add up quickly. It’s important to keep track of these costs and ensure that the ROI from the different channels is sufficient.

Ultimately, a successful marketing strategy requires a mix of different marketing channels and activities. By researching different options, developing campaigns, and tracking the results, SaaS businesses can identify which channels are working for them and adjust accordingly.

Content Marketing as an Effective Tool for SaaS

SaaS companies recognize the importance of content marketing as an effective way to reach out and engage with potential customers, increase brand visibility, and establish a positive reputation in the marketplace. Content marketing is all about creating high-value content that provides value to the target audience.

Content marketing is a cost-effective way to attract leads to your website and increase brand loyalty. It also helps build trust and relationships with customers. With the right strategy and execution, this approach can generate more website traffic, qualified leads, and customer engagement.

Content marketing can also be used to foster relationships with existing customers to encourage repeat business. However, it’s important to have an integrated approach to content marketing. Content should be tailored to your target audience and well-timed to ensure maximum engagement. well-timed to your target audience

By properly investing in content marketing for SaaS companies, you can identify the needs of your target customers, differentiate your business from competitors, create a solid online presence, and provide valuable content to potential customers. Consequently, this will result in more qualified leads, sales, referrals, and a better ROI.


Benchmarking is an essential tool for SaaS companies to measure performance against industry standards and understand what is working and what isn’t. Different metrics and KPIs provide insight into marketing spend, customer acquisition cost, revenue growth, customer retention, and more.

While it’s important to understand key metrics related to your business, it’s also critical to understand industry benchmarks and how your brand measures up in comparison. Understanding and analyzing SaaS benchmark data can help you identify areas of improvement, identify areas where you need to focus more effort, and position yourself for success in the future.

It’s important to track key metrics such as gross margin, recurring revenue, customer acquisition cost, and net retention over time to understand trends and stay ahead of the competition. Additionally, understanding churn rate, ARR growth, and customer lifetime value can help you develop a customer success program that ensures long-term growth for your SaaS company.

The best way to take away from SaaS benchmarking is to focus on the metrics that represent the success of your company, compare it to industry standards and use it to set realistic goals for the future.

Analyzing specific SaaS metrics and KPIs can provide valuable insights that will help your team make informed decisions that will help you create an actionable marketing plan. By setting attainable targets and setting strategies based on market trends, SaaS companies can optimize their marketing efforts, increase their customer base, and reach their desired revenue goals.



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