Best SaaS marketing methods in 2021

It’s much better to learn from professionals and practitioners than to rely on theory alone. That’s why we have compiled a list of great advice from experts in the field!


One of the best SaaS marketing methods is hosting live webinars. It’s especially effective for marketing high ticket SaaS products. Webinars are effective, because it lets to establish a real connection between the host and the attendees. A webinar event is usually educational, where the host is talking about an industry-specific problem and explaining how it could be solved. 

The solution part of if usually features the same SaaS product that the webinar host is pushing to sell. However, since the tone of the webinar event is so educational and helpful, the sales at the end proves to be quite effective. 

Another reason for it is because of the live engagement element. When the webinar host can successfully engage the audience, it becomes easy to suggest products to them. Of course, there will be questions, but luckily the webinar host can alleviate any doubts with during the Q&A round at the end of the webinar. 

Erkki Muuga, Founder, WebinarSoftware, www.webinarsoftware.org

There are many ways to do SaaS marketing. It depends on your goals, company policies, budget, and few other factors which can help you narrow down on the SaaS marketing strategies that you can go with. Here are a few of the strategies that we implement with our SaaS:

1. Covering search-demand: by doing competitor analysis & keyword research we identify the relevant search demand that aligns with our products, and accordingly, we decide the landing pages that we should make to meet those search demands. Once those landing pages are SEO optimized we start the link building campaigns for those landing pages.

2. Content marketing: for all search queries landing pages don’t rank, for a few only the content published on blogs is ranking so you need to analyze the SERPs & decide which queries should be addressed on landing pages & which queries to be addressed on the blogs. I suggest you have a Content Calendar at least a quarter in place so that you know what content you are publishing & accordingly you can plan your content marketing action plan as well. 

For example, if you are publishing an article around “Best HR software” then you can ask people in HR or SaaS groups on Facebook which tool they like & add the relevant recommendations in your article. And, once the article is published share it with the people who have initially shown interest in it. You can also ask for a link in return. 

Make sure to publish as many relevant blogs as possible related to your product, product category & industry. This will help you reach your target audience using organic methods.

3. Affiliate marketing: I have seen many below-par products are being promoted by bloggers. Why? Because the companies pay good commissions to them. I don’t mean to say your product is average but simply utilize this powerful marketing channel. Not only they will be promoting your brand, but you will also link natural links, mostly positive reviews & a wider audience.

4. Build email lists: email marketing is one of the best marketing channels if done right. Stats has proved that this channel gives the highest ROIs. Give someone useful & helpful to your audience so that they can subscribe to your email list & on a weekly basis send at least 1 email to them that is helpful to them. Make sure not to send promotional emails only. Follow the 80-20 rule, where 80% of your emails should be educational, helpful to your users & 20% of your email can be a mix of education + promotional.

5. Listicles are a goldmine of opportunity: make sure your product is listed in listicle articles that generally rank for the keywords like “best HR software”, “top HR tool”, “your competitor name + alternatives”. Reach out to all sites ranking for such terms & ask them to list your product. Some will list your product for free, some will ask for money, some will ask for a backlink. Do whatever you find suitable but I can tell you from experience that getting a spot on such a listicle article is very useful. This one strategy has helped us get over 1000 leads in the last year.

All these SaaS marketing strategies are quite simple but if executed properly they can yield great results for you.

Vineet Gupta, SEO Strategist, 5 Minutes SEO, www.5minutesseo.com

Onboarding newcomers with automated emails. Use not only onboarding emails, but also send case studies with your SaaS tool premium features. Case studies help to increase sales from trial users.

Skirmantas Venckus, CMO, www.sender.net

For most SaaS companies, SEO & content are likely to have the biggest impact over the long-term.

Sure, new products can generate a lot of buzz with platforms like AppSumo and ProductHunt. And they can sign ups quickly with paid media.

But if you’re not yet profitable, those channels will dry up fast.

SEO and content compounds over time. That means that, even once you stop working on it, the results keep coming in on autopilot, and you’ll continue to see growth.

Consider doing some keyword research for ‘bottom-of-funnel’ search terms, and start there. Those that indicate some level of buying intent. For example, ‘xyz alternatives’, ‘product a vs product b’, ‘best xyz tools’, and so on.

Ryan Prior, Founder, Marketing Arsenal, www.marketingarsenal.io

If you ask the majority of successful SaaS business owners what their best marketing method was at the beginning, many of them would provide the same answer I am going to provide. And that is… GROUPS and LTDs! That is, Facebook Groups and Life Time Deals. This is simply the easiest, most powerful way to get initial customers for your SaaS business. There are hundreds of groups where SaaS lovers are hanging out, searching for new products like yours. And there are just as many groups and websites listing fantastic LTDs (life time deals) that get snapped up almost instantly. AppSumo is definitely the leader in the life time deal space, but there are many more so your options are not limited. You should be able to turn a profit without ever spending a penny on SEO or PPC by utilising these two powerful methods.

Marty Rogers, Co-Founder, Fresh Lead Finder, www.freshleadfinder.com

It depends on what you sell and whom you sell to. In our case, the best marketing method is a mix of content marketing, SEO and PPC. If you do it right, content marketing has the best return on investment compared to all other marketing methods. However, it requires a strong knowledge of SEO, great writing skills and finally, the ability to convert the traffic that you get from SEO. So, content marketing + SEO is the winning combo for us.

Petra Odak, CMO at Better Proposals, www.betterproposals.io

Relevant Content: Publishing relevant blog content is the best method to market a SaaS business. Unlike other methods like, paid ads and sales outreach, a good content published once sends traffic to your website for years. 

Vaishali Badgujar, Content Marketer, Time Doctor, www.timedoctor.com

This depends on what stage the SaaS business is at.

For early stage SaaS startups it critical to get traction. For B2B SaaS cold outreach works best. But if you’re looking to reach small businesses or professionals, deal platforms like AppSumo are the best bet.

For growth stage businesses, PPC ads with early-stage look-alike audiences, partnerships, and referrals work best. 

Finally, nothing scales like organic search traffic. SEO-focused content that has the potential to convert is the best for SaaS businesses that are looking to scale and reduce their CAC.

At the cost of sounding cliché, there’s no one best SaaS marketing method. Audience, skills, and budget decide what you’ll go with. The best way is to experiment and build a mix that works for you.

Jitesh Patil, SEO & Content Specialist, Toggl Plan, www.toggl.com

Valuable content, evergreen, benchmarks, reports.

Maciej Wilczynski, CEO, Valueships, www.valueships.com

Affiliate programs coupled with freemium models are gold for SaaS growth. Partner with well known industry influencers for the affiliate program and then use a freemium offer to get people in the door. Once in the door, you just have to nurture them to take the next step to a paid subscription. 

Brooks Manley, Freelance SEO Consultant, www.brooksmanley.com

Show off your results!

Katreena Sarmiento, Director of SEO Operations, Galactic Fed, www.galacticfed.com

In terms of generating leads organically, I believe that content marketing is a really effective SaaS marketing method. Navigating through the SaaS market is not easy, especially with tons of other players all competing with you for customers’ attention. In a field wherein you’re bound to spot somebody else who’s offering a product that’s a bit similar to yours, you really need to find a way to stand out. With sound content marketing strategies, you can build credibility and authority for your brand from the ground up, and if successful, you have the full backing of Google’s search rankings to let people know that your product is legit, as opposed to just being hyped via paid advertising, maybe. Of course, you don’t have to limit yourself to just one SaaS marketing method. You can combine one method with another, as long as it serves your marketing goals.

Chris Porteous, Founder, My SEO Sucks, www.myseosucks.com

As a SaaS company, you likely have access to a lot of first-hand industry data from the backend of your product.

This is underexploited gold for attracting potential customers. Synthesize this internal data and distribute it via content marketing.

Think about creating content like original research, e-books, reports, and more. Then use paid ads to push your content out there and watch your pipeline fill up!

Eric Evan Haim, Co-founder, www.reconvert.io

SaaS marketing methods are now so much more than focus on features and aggressive sales pitches. Today’s customers want to get their questions answered and solve their problems without being pushed to buy a product. One of the best to do this is by leveraging content marketing strategy.

So, instead of blabbering about how great your SaaS products are, try to focus on creating informative content that tells how it makes customers’ lives any easier. If you’re a SaaS marketer yourself, you can create high-quality content like videos, case studies, ebooks, articles, and more to get your message across.

That’s said, make sure you need to be churning-out consistent high quality, persona-driven content that speaks to relevant pain points. Those contents give the customers some reasons why they need to purchase from you. They’ll also see you as a source for information and a solution to their problem, which can lead to more brand awareness and an increased conversion rate.

Andre Oentoro, CEO of Breadnbeyond, Breadnbeyond, www.breadnbeyond.com

Never forget that you are marketing to people. People buy from people. Make sure that the content you provide delivers value and helps solve peoples’ problems. If that’s what your software does, show it. Don’t tell, but show it. If your software doesn’t solve a problem then you have a much bigger problem on your hands. You can use hashtags to cultivate a community, and you can find hashtag inspiration using hashtag tracking tools, many of which are free.

Rafael Sternbach, Marketing Executive, Talkwalker, www.talkwalker.com

I’m yet to use another marketing method outside of dominating organic search traffic. When you invest time into high-quality content, back-end SEO, and constant content updates, you can establish authority (both with Google and your audience) in your niche.

Dominic Kent, Director of Content Marketing at Mio., www.m.io

Embrace sales motion automations

We often spend a lot of time on sales motions, the actions and philosophy we use to make a sale. And, often, our salespeople may spend too much time doing necessary but repetitive work behind the scenes instead of spending time with actual leads.

That’s why automations are so important to increasing the time our salespeople spend selling. You may also use a timer app to have better control over your workflow.

By automating multiple parts of your sales funnel, you ensure your salespeople are spending as long as possible with high-quality leads, instead of worrying about filling up forms or talking to leads that are unlikely to convert.

Start by making sure you’re using the right tools for the job. Make sure you use a good CRM, a proper online signing platform, and powerful chatbots. Then, make sure all your tools are working together either by integrating with each other or by using platforms like Zapier to connect them.

Finally, look into where your salespeople are spending the most time besides selling and make sure to use the right automations to make your salespeople’s’ job easier.

Will Cannon, CEO, Signaturely, www.signaturely.com

Make sure your brand appears on review sites

Nowadays, most people rely on reviews to decide whether or not to purchase something. And, when reading favorable reviews, users are far more likely to convert.

Reviews are so important that there are whole websites dedicated to archiving them, and people are quite active when it comes to engaging with them. Websites like G2 and Capterra collect user reviews on multiple SaaS companies, so having a profile with them is crucial.

And, since users are more likely to review something when they’re dissatisfied, it can be a challenge to keep up a good score.

That’s why you need to make sure your profiles are updated, and to remind your best customers to review your company online. 

Make sure to respond to reviews, especially bad ones, so other users can have your side of the story and know that you care about your reputation.

James Davis, Head of Marketing, Messagely, www.messagely.com

Keep finding ways to optimize your conversion rate

When it comes to SaaS businesses, your website is what makes or breaks your company. That means that you can never settle for “good enough”, and must always spend as long as possible finding ways to improve your website, especially when it comes to your conversion rate.

To do this, make sure you’re always testing something new. Experiment with different approaches when it comes to free trials, demos, and downloadable content. A/B test new landing page designs and text copies.

You don’t have to spend a fortune either. Instead, find when the “aha! Moment” happens, and try multiple ways to accelerate the process.

Sometimes, you can even spend less money to achieve this by streamlining your customer journey and finding better ways of focusing your attention on promising leads.

If you keep trying and testing, you’ll always know you’re doing your best to convert as many users as possible.

Max Benz, Founder, BankingGeek, www.bankinggeek.com

Co-marketing

Marketing can be expensive. That’s why more and more SaaS companies are deciding to join forces and run marketing campaigns together, aimed to solve multiple pain points from the audience they have in common.

To get started, look for a company that isn’t a direct competitor to you, but, instead, offers products or services complementary to the ones you offer. Then, think of marketing campaigns that make sense for both of you.

It can be a number of things, like creating valuable content, like ebooks or courses, host virtual events, and even run parallel promotions.

To succeed at it, make sure both companies know exactly what to expect, what to do, how much influence they have, and how much they’ll be investing in it.

When done right, you’ll be able to reach a far larger audience, forge better professional relations, and develop marketing campaigns you could never develop on your own.

Lisa Dietrich, Founder, RemoteCanteen, www.remotecanteen.com

SaaS marketing ideally requires a mix of email marketing, content marketing, SEO, and cRO techniques to work effectively. Still, if I have to choose one, I would focus most on optimizing the service pages for better conversions.

Some of the best SaaS marketing tips include:

1. Clearly displaying the price for your products

2. Providing flexible or multiple pricing plans (check Sparkbay)

3. Offering a free trial option to lure customers

4. Running limited-time promotions and deals

5. Making it easy to sign up and try a product

6. Not taking credit card details to get more customers to try

7.Having clearly-visible, effective CTAs on service pages

8.Creating SEO-friendly landing pages

Janki Sharma, Associate Editor, N2N Digital, www.n2ndigital.co

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