The SaaS Growth Blog

There’s one biggest myth when we talk about email marketing for SaaS: it’s dead and so old-school, meaning that it’s no longer effective to attract today’s savvy internet users.

On the night of August 8th/9th, fire broke out at one of Google's key data centers in Council Bluffs, Iowa. The fire was later contained, but Google’s core offering — Google Search — was impacted the most and seems like it's yet to recover. 

The SaaS ecosystem, on one hand, is flourishing with a CAGR of 27.5% for the period of 2021-2028. On the other hand, most startups are failing because of no market need, getting outcompeted, flawed business models, or not having the right team.

B2B marketing isn't easy. Marketing your SaaS product to potential customers is all the more difficult because the value of the product is directly related to the user experience. But to get them to use the software, you need to gain their attention first. It's a vicious cycle and unless you are equipped for it, SaaS marketing can be a pain.

A well-organized promotional strategy is highly effective for your SaaS company.

It’s nearly springtime, and if you’re a gardener like I am, you might be looking into composting. I know, you’re wondering what on earth composting has to do with content marketing, much less SaaS marketing, but bear with me. A successful compost pile is a carefully constructed layered mass of dry, brown matter – dead leaves, dry lawn clippings, straw – and green waste (fruit and vegetable waste from your kitchen). If you don’t get the ratio of brown to green right, you’ll wind up with a stinking heap of garbage.

Are you seeing the connection to content marketing yet? No?

Any online business is only as good as its marketing. After all, if prospective customers cannot find you online, it doesn’t matter how outstanding your product or service is, right? SaaS businesses are no exception, but just because marketing is key to the business model, that fact alone doesn’t mean that you can launch a successful campaign at any point and expect results. In order to make the most of the resources involved in successful marketing, there’s a great deal of work that must be done first.

As the owner or marketer of a SaaS product, you have to stay on top of the latest marketing trends to make sure you are prepared to beat competitors and get a decent sliver of that B2B exposure.

So let’s discuss what SaaS companies need for marketing in 2017.

 It doesn’t matter how great your product is, or how much effort you put into marketing it with excellent content. Proper SaaS marketing content distribution is a non-negotiable component of every successful campaign. If your marketing efforts aren’t in front of the right audience, you might as well be lighting money on fire.

Don’t spend your time curating excellent content only to let it go to waste. These three steps can help your marketing efforts land in front of eager customers.

At this point, we’re roughly midway through the process. The Attract, Convert and Experience stages have led your prospects through the steps to become users of your product, but now the time has come to unlock the next achievement in your customer development. Subsequent installments of our full breakdown will explain the remaining stages. At this time, however, we’ll detail the next part of the SaaS Marketing Journey, the Success phase.