What is SaaS Marketing? Do it effectively in 2025

SaaS marketing is the strategic approach to promoting and selling subscription-based software products. Its goal is to acquire, retain, and expand a loyal customer base through digital and offline channels.

Unlike traditional product marketing, which targets one-time purchases, SaaS marketing aims to encourage clients to keep using the application, renew their subscription, and potentially upgrade to a bigger plan.

Let’s see what channels, strategies, and tactics you can use to keep your customers coming back for more.

How to build a SaaS marketing strategy?

A successful SaaS marketing strategy needs clear goals, a target audience persona, customer journey mapped just right and a compelling value proposition.

A SaaS marketing strategy is your game plan for turning curious visitors into loyal, paying customers.

And because SaaS is subscription-based model, the job is not done after you make a sale. With Saas market size statistics projecting $295 billion in global user spending for 2025, there’s a lot at stake and a lot to gain.

Remember, you’re playing the long game, and every move should support growth, retention, and trust.

Here’s how to build an effective SaaS marketing strategy from the ground up:

Set clear, measurable goals

When you are setting goals for your SaaS business, try to be specific with numbers and deadlines. This will help you track your progress and make adjustments as you go.

Here are some key metrics to focus your marketing endeavors on, each with a practical example to show what your target goal might look like.

• Number of new trial signups per month: Increase by 25% during the second quarter of the year.
• Trial-to-paid conversion rate: Improve from 12% to 18% in 6 months
• Monthly recurring revenue (MRR) targets: Reach $50K MRR by December
• Customer retention and churn rate: Improve from 70% to 85% in one year

Craft a compelling value proposition

Your value proposition should clearly explain how your SaaS app solves a specific problem better than others. Keep it short, focus on benefits, and make it easy to understand.

Strong vs. weak value proposition examples:

Weak: “We’re a no-code SaaS builder.”
Strong: “Launch your own SaaS with no coding, no developers, just your idea turned live.”

Weak: “We’re an AI-powered analytics platform.”
Strong: “Spot trends instantly with AI-powered insights. No data team required!”

Weak: “Time tracking software for freelancers.”
Strong: “Track every billable second. Cash in on your time.”

Know your ideal customer

Knowing your audience means going way beyond demographics. The deeper your understanding, the better you can position your SaaS marketing to reach the right people at the right place.

You need to gather the following info:

• Who they are (roles, goals, values)
• Where they spend their time online (platforms, communities, forums)
• What problems they need solving
• How do they research and compare solutions
• What influences their buying decisions (reviews, peers, price, features)
• Why they might or might not choose you

To get all these insights, try the following:

• Talk to sales and support teams about common customer pain points and questions.
• Review customer relationship management (CRM) data, website analytics, and social media engagement.
• Use social listening tools like Brand Mentions to monitor conversations about your brand and industry.
• See who’s buying from your top competitors by checking their customer reviews on sites like TrustPilot and analyzing their social media followers.
• Conduct surveys, interviews, and focus groups to ask about customer goals, challenges, buying behavior, and decision drivers.

At the end of your research, you should have an ideal customer profile that would look something like this:

• Why are they? Fren is a 50-year-old senior accountant at a mid-sized construction firm with 25+ years of experience. She is precise, practical, and effective.
• Where do they spend time? LinkedIn, Facebook groups for accountants, and Reddit finance threads.
• What do they need? Software that auto-generates monthly financial reports, flags anomalies before submission, and integrates seamlessly with QuickBooks.
• How do they make decisions? Relies on reviews from other finance pros and before-and-after metrics.
• What wins them over? Clean interface, excellent customer support, and no learning curve.

Map the full customer journey

Understanding your customers’ journey means meeting them with the right message at every stage, including before, during, and after the sale.

We can divide the customer journey into four stages:

1. Top of funnel (awareness). Your future customers are just realizing they have a problem to solve, but they’re not searching for your tool yet. Meet them with educational content like SEO-optimized blog posts, YouTube explainers, and step-by-step guides.
2. Middle of funnel (consideration). At this stage, they’re starting to look for solutions. Use comparison pages and customer stories. Show exactly how your SaaS solves their problem better, faster, or cheaper.
3. Bottom of funnel (decision). They’re ready to convert! Simplify your signup process, show testimonials and G2 badges (trust indicators for software products awarded by the G2 review platform), and give time-sensitive offers like free trials or onboarding help.
4. Beyond the funnel (retention and growth). The journey doesn’t end with a subscription. Activate and retain users with welcome emails, in-app tutorials, milestone rewards, and personalized upsell paths.

Choose the right marketing channels

Focus on the channels where your ideal customers already spend time, and tailor your approach to how they prefer to consume content and make decisions.

• For B2B SaaS – Focus on channels that build authority and nurture long sales cycles, like LinkedIn for industry insights, email campaigns for personalized follow-ups, and SEO-rich content to capture high-intent traffic.
• For B2C SaaS – Prioritize channels that drive quick conversions, like YouTube for product tutorials, social media ads for instant impact, and influencer partnerships for authentic, real-life endorsements.

What are the best SaaS marketing channels?

Choosing the right marketing channels is critical for SaaS success. The most effective channels for your business will depend on your specific SaaS product, target audience, and business model. Let’s explore the main categories and when to use each:

Content and SEO (Inbound Marketing)

Content marketing and SEO are foundational channels for most SaaS companies, generating consistent organic traffic and establishing thought leadership.

Best for: Building long-term sustainable growth, educating prospects about complex products, and generating recurring organic traffic.

Key channels include:

• SEO-optimized blog content targeting problem-based keywords your audience searches for
• Longform guides and resources that serve as valuable reference materials
• YouTube tutorials and explainer videos demonstrating product features and use cases
• Case studies and success stories showing real-world applications
• Podcasts discussing industry trends and challenges

For maximum effectiveness, adapt your content to the specific stages of the buyer’s journey. This means awareness content for introducing concepts, consideration content for comparing solutions, and decision content for validating choices.

Paid Acquisition Channels

Paid channels offer faster results and precise targeting compared to organic strategies, making them ideal for testing and scaling quickly.

Best for: Quick market entry, testing new markets, and scaling proven acquisition models.

Key channels include:

• Google Ads targeting high-intent keywords with commercial focus
• LinkedIn Ads for precise B2B targeting by job title, company size, and industry
• Facebook/Instagram Ads for B2C SaaS with strong visual elements
• Retargeting campaigns across platforms to recapture interested visitors
• YouTube pre-roll ads for products that benefit from visual demonstration

The key to profitable paid acquisition is sophisticated tracking that connects ad spend directly to customer lifetime value, allowing you to optimize for long-term profitability rather than just immediate conversions.

Partnership and Relationship Channels

Leveraging existing relationships and networks can be highly effective for SaaS companies, particularly in B2B spaces.

Best for: Enterprise SaaS, products that complement other solutions, and niche B2B applications.

Key channels include:

• Strategic technology partnerships with complementary solutions
• Affiliate programs with performance-based commissions
• Integration marketplace listings on platforms like Salesforce AppExchange
• Channel partner programs where partners resell your solution
• Industry influencer collaborations with respected voices in your space

These relationship-based channels often generate higher-quality leads with stronger intent, as they come with implied endorsement from trusted sources.

Direct Outreach Channels

Proactive outreach remains effective for highly-targeted SaaS sales, especially for products with higher price points and complex sales cycles.

Best for: Enterprise SaaS, solutions requiring consultative selling, and highly-specialized products.

Key channels include:

• Targeted cold email campaigns with personalized, value-focused messaging
• LinkedIn outreach to specific decision-makers and stakeholders
• Account-based marketing programs focusing resources on high-value target accounts
• Sales development representatives conducting direct outreach
• Webinars and virtual events providing interactive demonstrations

The effectiveness of direct channels depends heavily on quality research and personalization—generic outreach rarely succeeds in the competitive SaaS landscape.

Community Building Channels

Building and nurturing communities around your product creates powerful network effects and sustainable growth engines.

Best for: Products with collaborative features, technical solutions with learning curves, and specialized tools for specific industries.

Key channels include:

• Online communities and forums where users can exchange tips and advice
• User-generated content initiatives showcasing customer success
• Virtual and in-person user groups facilitating peer learning
• Customer advocacy programs empowering enthusiastic users as ambassadors
• Public product roadmaps engaging users in development priorities

Community-driven marketing often results in lower customer acquisition costs over time, as existing users become powerful advocates and acquisition channels themselves.

Traditional and Offline Channels

Despite the digital nature of SaaS products, traditional marketing channels remain valuable, particularly for enterprise solutions.

Best for: High-value enterprise deals, industry-specific solutions, and complex products requiring explanation

Key channels include:

• Industry conferences and trade shows for face-to-face demonstrations
• Print advertising in industry publications reaching specialized audiences
• Direct mail campaigns targeting decision-makers at key accounts
• Industry speaking engagements establishing expertise and credibility
• Executive roundtables and VIP events facilitating high-level relationships

When integrated with digital follow-up systems, these traditional channels can create powerful multi-touch campaigns that stand out in an increasingly digitalized world.

For early-stage SaaS companies, focusing on 2-3 primary channels that consistently deliver high-quality leads is more effective than spreading resources too thin across many channels. As the company matures, this foundation can be expanded into additional channels with proven models for conversion and retention.

Growth marketing plays a crucial role in optimizing these channels, moving beyond traditional strategies by integrating product, engineering, and data science to create sustainable expansion.

Unlike conventional marketing that focuses primarily on awareness and acquisition, growth marketing emphasizes the entire customer journey—from initial discovery through conversion, retention, and ultimately, advocacy.

At the heart of all these efforts is SaaS digital marketing, which serves as the key factor in building a scalable strategy that drives sustainable growth across online channels.

Through sophisticated targeting, personalization, and analytics, effective digital marketing enables SaaS companies to reach the right prospects at the right moment with messaging that resonates deeply with their specific needs and challenges.

How to leverage SaaS digital marketing?;

SaaS digital marketing refers to the strategies and tools used to promote and sell SaaS products online.

Let’s look into how to leverage each of the most essential digital marketing channels:

Email marketing

For SaaS companies, email is your direct line to users. It’s great for onboarding, teaching, upselling, and keeping people engaged over time.

What to do:

• Send a welcome email series with short, friendly tips to help users get started.
• Set up automated emails based on user actions. For example, if someone hasn’t finished setting up their account, send a helpful nudge with a link back to where they left off.
• Every time you release a new feature or update of your SaaS product, send your users an email to explain how it helps them. Keep it focused on the benefit, not just the feature.
• Don’t send the same message to everyone. Create groups based on how long they’ve been using the product, what plan they’re on, or what features they use most.
• If someone is hitting limits on their free or lower-tier plan, send emails showing how the upgrade solves their problem.

Content marketing

Content builds trust before people even try your product. When done right, it brings in leads, improves SEO, and positions you as the expert in your field.

What to do:

• Create how-to guides, tutorials, and checklists that speak directly to your target audience’s challenges. For example, if you sell time-tracking software, write about “How to stop wasting time on admin tasks.”
• Create feature breakdowns or case studies that show how your software helps real customers. Add quotes, numbers, and screenshots.
• Write in-depth articles that cover major topics in your niche. These typically rank better in search engines and give you material you can repurpose into social posts, emails, or videos.
• Offer downloadable resources like templates, cheat sheets, or ebooks in exchange for contact information.
• People often Google things like “X vs Y software.” Beat the competition by publishing your own fair and informative comparison (and include yours, of course).
• Don’t just stick to blog posts. Turn them into infographics, short videos, or downloadable PDFs.

Social media marketing

Social media is where your audience spends a lot of their time, making it a prime channel for engagement and awareness.

What to do:

• Focus on the platforms where your target customers are most active. LinkedIn is particularly effective for B2B SaaS.
• Share customer success stories, application updates, and educational content to keep your audience engaged.
• Engage with your audience by responding to comments, initiating discussions, and posting polls or surveys.
• Use paid ads to target specific demographics and drive signups or product trials.
• Leverage social proof by sharing testimonials and user-generated content on your social media channels.

Affiliate marketing

Resellers and partnerships can help extend your reach by connecting your SaaS solution with an established network of trusted vendors.

What to do:

• Define how much commission resellers will earn for each successful sale or subscription.
• Provide detailed training for resellers, covering the ins and outs of your SaaS product, customer support, and sales strategies.
• Create high-quality marketing materials that resellers can use, such as demo videos, brochures, email templates, and social media content.
• Set up a centralized hub where resellers can access resources, track their sales, and request support.
• Target potential resellers that align with your product’s niche or are already serving your target audience.

SEO marketing

Search Engine Optimization (SEO) is key for improving visibility and driving organic traffic to your website.

What to do:

• Use tools like Ahrefs or SEMRush to identify high-value keywords relevant to your SaaS product. Focus on both short-tail and long-tail keywords to cover a broad range of search queries.
• Optimize every page of your website with clear, concise title tags, meta descriptions, and headers. Implement structured data and schema markup to help search engines understand your content.
• Regularly publish SEO-optimized content, such as blog posts, product pages, and tutorials, that targets your audience’s search intent. Include internal links to improve navigation and increase time on site.
• Generate high-quality backlinks from authoritative websites. Improve your domain authority with guest blogging, partnerships, and getting mentioned in press articles.
• Regularly audit your site for SEO improvements, check for broken links, update old content, and track keyword rankings.

PPC and retargeting ads

Paid ads can drive targeted traffic to your website, while retargeting ads help you capture leads that may have slipped through the cracks.

What to do:

• Create paid search campaigns targeting high-intent keywords. Focus on terms related to the problem your SaaS application solves.
• Use retargeting ads to engage visitors who have already interacted with your site but didn’t convert.
• Leverage social ads to target specific demographics, industries, or roles within companies.
• Continuously test different ad copy, images, and audience segments to improve ad performance.

In addition to these powerful digital marketing strategies, meeting your potential customers face-to-face, particularly in B2B settings, can be very beneficial.

Let’s see how you can establish personal connections and take your marketing efforts to the next level.

How to use offline marketing for B2B SaaS marketing?

Offline marketing for B2B SaaS refers to the strategies and tactics used to promote and sell SaaS applications outside of digital channels.

Unlike digital marketing, which relies on online channels for product promotion, offline marketing implies face-to-face interactions, print media, and various industry events. Its primary goal is to build deeper, more personal relationships with potential clients.

To best make use of offline marketing channels for B2B SaaS promotion, try the following channels and tactics:

Account-based marketing (ABM)

Account-based marketing (ABM) is an approach that aims to identify, engage, and nurture high-value accounts with customized messages and content.

This strategy focuses on building strong relationships with key decision-makers at specific companies, rather than casting a wide net across a broader audience.

Some of the best practices for account-based marketing include:

• Designing custom brochures or letters that speak directly to the prospect’s pain points and demonstrating how your SaaS product provides a solution.
• Offering exclusive invites to private product demos or strategy consultations that address the unique needs of the prospect’s business to make them feel valued and important.
• Including a link to a customized video or demo that shows how your SaaS solution fits their business goals.

Trade shows and conferences

Trade shows and conferences offer a valuable opportunity for showcasing your SaaS product in person and for engaging with potential clients in the real world.

Here is what to concentrate on:

• Providing real-time demonstrations of your SaaS application, using real-world examples to showcase how your solution addresses specific pain points in the industry.
• Offering high-value giveaways such as industry reports, SaaS trial codes, or discounts to encourage visitors to engage with your booth.
• Incorporate technology like touchscreens or VR setups to make your demos more immersive.

Workshops

Workshops offer hands-on experiences where potential clients can see your SaaS product in action, ask questions, and engage with your team in a more personal setting.

Here are a few tips for organizing successful workshops:

• Organize workshops in key markets, such as industries or regions where your SaaS product has high demand.
• Use workshops to build relationships with key decision-makers, offering them valuable insights and personalized experiences with your SaaS application.
• Invite guest speakers or industry experts to add credibility to the event and provide new perspectives.
• Provide attendees with exclusive access to the recorded session, allowing them to revisit important points and share the content with colleagues.
• After the workshop, send follow-up emails that address specific questions or challenges that were discussed.

A crucial part of successfully running SaaS marketing campaigns is tracking their success metrics.

What are the key SaaS marketing metrics?

Unlike traditional businesses, SaaS companies operate on subscription-based revenue models.

As a result, their key metrics are focused on tracking customer behavior, measuring the effectiveness of marketing strategies, and assessing the long-term value and profitability of customer relationships.

These metrics include:

Customer acquisition cost (CAC)

CAC measures the total cost of acquiring a new customer, including all expenses related to marketing and sales efforts.

This includes expenses such as advertising, sales team salaries, software tools, and other resources used to bring in new clients.

How it’s calculated:

CAC = Total sales and marketing expenses / Number of new customers acquired

A high CAC may indicate inefficient marketing or sales strategies, while a low CAC shows that your acquisition efforts are cost-effective.

Customer lifetime value (CLV)

CLV estimates how much money a customer will bring to your business during their entire relationship with you.

How it’s calculated:

CLV = Average revenue per user (ARPU) x Customer lifespan

CLV helps determine the long-term profitability of acquiring customers, allowing businesses to assess how much they should invest in acquiring new customers.

Churn rate

Churn rate measures the percentage of customers who stop using your product or cancel their subscription during a specific time period.

How it’s calculated:

Churn rate = Number of lost customers / Total customers at the start of the period x 100

A high churn rate indicates poor retention, which can severely affect long-term revenue. Reducing churn is vital for SaaS growth.

Activation rate

The activation rate tracks the percentage of users who take important actions that show they are experiencing value from your SaaS product.

These actions could include completing the initial setup, using a key feature for the first time, etc.

How it’s calculated:

Activation rate = Number of users who complete key actions / Total number of sign-ups x 100

This metric helps you understand how effectively your onboarding process converts users into active, engaged customers. A high activation rate signals that users are finding value early in their journey.

What are the best SaaS marketing tips?

Some of the most effective SaaS marketing tactics you can put into play include:

• Offer a free trial or freemium plan. Letting users test your application without commitment builds trust and lowers the barrier to entry. Whether it’s a 7-day trial or a freemium tier with limited features, it gives potential customers a chance to experience the value firsthand.
• Run a referral program. Make your happy users become your marketers. Offer a simple reward, like a discount or bonus feature, for both the referrer and the referred to make it a win-win.
• Leverage customer testimonials and case studies. Real-world success stories demonstrate tangible ROI and build credibility with prospects who can see how similar companies solved their problems with your solution.
• Implement exit-intent popups. When a visitor is about to leave your site, give them a last-minute offer, like a discount, free trial extension, or bonus content, to try to convert them on the spot. It’s a non-intrusive way to give them one more reason to stick around.
• Optimize your onboarding experience. A smooth, intuitive first-time user experience increases activation rates and reduces churn by helping users quickly reach their “aha moment” with your product.
• Build a community around your product. Create spaces for users to connect, share tips, and solve problems together, fostering loyalty and turning customers into advocates.
• Create interactive product demos. Self-guided product tours allow potential customers to explore your platform’s key features without the commitment of signing up, reducing friction in the buyer’s journey.
  

What are successful SaaS marketing examples?

Here are a couple of successful SaaS marketing examples from the real world to get you inspired:

Outfunnel

Outfunnel is a B2B SaaS company that integrates marketing tools with CRMs like HubSpot to help the collaboration between sales and marketing teams.

It enables automated email campaigns, website tracking, and lead scoring.

Outfunnel had the following marketing approach:

• Investing in branded content. Created original reports designed to offer value and attract backlinks.
• Focusing on unique visuals. Commissioned custom illustrations to stand out visually in the crowded marketing space.
• Using niche distribution channels. Shared their content on platforms like Hacker News, where their target audience hangs out.
• Building authority over time. Published deep dives, founder-written pieces, and case studies to gradually build SEO authority.

The improvements they saw as a result of their marketing strategies include:

• Significant increase in brand awareness.
• Earned backlinks from high-authority sites like MarketingProfs.
• A rise in organic traffic and improved conversion rates.

HubSpot

HubSpot is a leading customer relationship management (CRM) platform that helps businesses grow with tools for marketing, sales, customer service, and content management.

HubSpot opted for the following marketing strategies:

• Product-led growth. Offered a freemium model, allowing users to get started with free tools and upgrade as their needs grow.
• Cross-selling via multi-hub adoption. By promoting integration across marketing, sales, service, and operations hubs, they improved the overall customer lifetime value.
• Strong content and inbound marketing. Remained committed to its roots in inbound marketing, consistently publishing high-value educational content to attract qualified leads.

Thanks to these strategies, they achieved notable outcomes such as:

• 20% year-over-year revenue growth in Q4 2024
• 248,000 global customers
• Over 9,800 net new customers in one quarter

Conclusion

SaaS marketing in 2025 is all about being smart with your strategy and knowing your audience.
From choosing the right digital channels to setting clear business goals, every endeavor is a step toward getting and keeping customers.

Here are some key takeaways:

SaaS marketing success in 2025 requires strategic planning and deep audience understanding

• Set clear business goals to guide all customer acquisition and retention efforts
• Monitor critical metrics like CAC, CLV, and churn rate to evaluate performance and optimize strategies
• Leverage digital marketing channels for efficient scaling and broad reach
• Don’t underestimate the value of in-person interactions for B2B SaaS, including trade shows and account-based outreach
• Balance digital strategies with thoughtful customer segmentation for targeted messaging
• Implement consistent performance tracking to identify what works and what needs adjustment
• The most effective approach combines digital innovation with traditional relationship-building techniques

We hope this guide helped you get a clearer picture of what successful SaaS marketing looks like today and gave you a few ideas to put into action.