Marketing has changed dramatically in the past 25 years. Mobile web access has become universal, social media has been integrated into everyday life, and artificial intelligence (AI) is rapidly proliferating, introducing new ways to do work faster than ever. And for Software as a Service (SaaS) companies, marketing presents an additional layer of challenges.
Wondering how to stand out and reach the right audience in a crowded market? We created this marketing guide based on our industry experience guiding SaaS clients like you to success. To showcase a bit of that expertise, we’re here to share six SaaS marketing tools that every marketer should have in their toolbox today to help you get more done faster, without sacrificing quality.
A major difference for SaaS is the speed of purchase decisions. A prospect can sit down, start searching the web for solutions, find a SaaS company’s website or Facebook page, try a free sample of its product, and complete a purchase, becoming a customer in a single sitting. Of course, not every customer will do this. But the potential speed of the transaction affects how you market your product.
This also makes it extremely important to have good marketing SaaS tools. You need a system in place that’s reliable, timesaving, intelligent, and comprehensive, covering all the bases to put your offering in the customer’s line of sight and keep it there.
There are several SaaS marketing tools and platforms that can make your strategy sing. Here are a few areas in which it would be helpful to have a system that can support your efforts.
Despite everything else that’s come along in the past couple of decades, email remains one of the top methods B2B marketers use to generate demand because of the high return on investment it provides. A good platform starts with a smart approach to managing this hugely important part of the job.
Strong targeting is the crucial element in an effective email campaign. One useful approach to smart email marketing is creating personas that represent your primary customers and then developing detailed email conversion plans for each one.
Your SaaS marketing platform can be a big help in doing this, segmenting your email lists by persona or by the point recipients have reached in the buying process — leads, new customers, longtime customers, etc. Marketing agencies that work with HubSpot, for example, can help facilitate this approach by offering easy ways to personalize emails to individual prospects or customers. It has automated workflows for email campaigns, lead capture and lead scoring features, and data tracking. And it allows emails to be scheduled as far out as a year in advance.
When managed properly, social media can increase traffic to your company’s website, enhance your brand presence, and build your company’s reputation for customer service and engagement. However, you can’t simply create a Facebook page and expect people to come and hang out there. Building relationships on social media takes time and effort. A coordinated strategy is needed, and a good SaaS marketing platform can help with the heavy lifting.
Good demographic data will help guide the choices you make to maximize your impact on social media, including selecting the right platforms for your brand. However, depending on the type of customer you’re trying to connect with, maintaining a presence on every single network may be a waste of resources. Many B2B SaaS companies will likely find that LinkedIn is the best option for their business. If you do find several networks to be useful, however, your SaaS marketing tools can make it easier to achieve across-the-board effectiveness.
Reviewing the data your platform supplies will enable you to easily see which social networks are working for you and what posting times produce the biggest impact. The information you need will be at your fingertips. Social media tools for SaaS marketers can also help simplify scheduling your posts.
A significant part of SaaS marketing today is concentrated on bringing potential customers to your company’s website. But that effort is wasted if they don’t feel welcomed, intrigued, or rewarded when they visit.
Content is key — we’ll get to that in a minute — but to make the experience as helpful as possible for the people you want as customers, it’s important to have the right combination of elements, an intuitive and inviting design, and a solid strategy for maintenance, evaluation, and revision. Your SaaS marketing platform should enable you to track visits with a useful degree of detail so you can pinpoint what’s working.
Some marketing SaaS tools have templates that will help you build your website, if that’s what you want. But even if you prefer to handle that by yourself, the platform should help you keep your site in tiptop shape. Most of us know what it’s like to pull up a website and feel as if you’ve opened the door to a musty room that’s been closed for years. Web pages and landing pages have to be updated constantly to stay fresh and keep up with the rapid evolution of SEO. A good marketing platform makes that easy, and the right SaaS marketing agency can keep all the website elements together and well-integrated.
Vibrant content on your website, smartly promoted in emails and on social media, can be a huge asset in building customer relationships. Customers should feel like the content was written with them in mind, and with the right information, it can be. This is where a strong marketing platform can be a huge asset, drilling deep into data to help you craft your content with a clear idea of your audience. Your goal is to provide information that your visitors will find valuable and interesting.
A system that keeps track of customer questions and requests can help you spot subjects to address at length on your web and social media pages. With the help of AI, some tools can help you ideate and sketch out entire series dedicated to common problems that crop up along the customer journey. Content that anticipates customers’ concerns like this will keep them coming back and aid in customer retention, which is a crucial issue for SaaS companies.
Finally, your marketing platform can help you stay on schedule with your posting, whatever frequency you decide is right for your company. It can keep together all the elements you might need for your posts — including assets, such as images or content offer PDFs — for quick, easy deployment onto multiple marketing avenues. And it can easily optimize your content for desktop, laptop, tablet, or smartphone.
With the rise of AI, search engine optimization has shifted from purely keyword-based tactics to more intelligent, intent-driven strategies. AI-powered tools can now analyze search patterns, predict trending topics, and even suggest content optimizations in real time—helping marketers adapt quickly to changing algorithms.
That said, a company’s specific marketing needs still shape its SEO approach considerably, and SaaS marketing tools make it easier to tailor marketing strategies appropriately. For instance, you can isolate visitor data into segmented groups to see how well a post reached its intended audience compared to overall performance.
HubSpot has a content strategy tool that helps companies organize their blogs with SEO in mind. Business can choose a core topic, then create related subtopic posts to form a pillar page, with each post functioning as a chapter in the cluster. The content strategy tool helps ensure the posts are SEO-friendly and have sufficient similarities to function as a cluster.
These days, the most successful sites in terms of SEO are tending toward long-form content. HubSpot’s content strategy tool helps companies develop such content and track its performance. Proper attention to SEO is necessary to make sure you’re bringing the kind of visitors you need to your site.
Managing your company’s contacts can be complex and time-consuming, but the right SaaS marketing tools streamline the process. These platforms keep all relevant information in one place while automatically tracking the history and success of every interaction.
Information on some of your contacts may be limited to a few pieces of data, but if someone at your company has had a more detailed encounter with the contact, or if the person has filled out a form on your website, more information becomes available, such as employment and demographic data.
Other data may include responses to emails, number of visits to your website, and clicks on LinkedIn posts. With this information, SaaS marketing tools can segment contacts into prioritized lists and assign lead scores based on criteria you define. The result: a clear view of your best prospects and where to focus your team’s efforts.
Alongside a robust SaaS marketing platform for organizing content and managing your strategy, there are a number of tools for SaaS marketers that can supplement your platform and maximize your marketing impact:
These are just a few of many SaaS marketing tools on the market today. Which one is right for you? The one that can be tailored to your exact needs and amplify your efforts at scale.
The sophistication of today’s marketing platforms and high-tech SaaS marketing tools makes it easier than ever to manage your marketing work. Technology can save time, sharpen analysis, and guide a company’s message straight to its intended targets.
However, even with these tools, a lot of complexity can come with managing SaaS marketing in-house. If you have limited resources and need help developing an overall strategy that makes the most of the tools available, you may need a partner — one deeply experienced in SaaS marketing, in particular.
Spot On is that partner. We’re a full-service digital marketing agency specializing in the SaaS market. We’re ready to provide expert assistance in deploying today’s best marketing technology for maximum effect. Let’s talk.
