Software as a Service Marketing Tips

Software as a Service marketing strategies are essential for cloud-based technology providers. With the right Software as a Service marketing approach, SaaS firms can confidently roll out new products, prepare realistic forecasts and execute targeted growth or expansion initiatives.

But unfortunately, many technology companies fall short in executing successful Software as a Service marketing campaigns. Why? In many cases, it’s because they don’t understand the nuances of marketing cloud solutions to a diverse and/or segmented customer base.

The Problem with Typical Software as a Service Marketing Strategies

SaaS technology represents a subset of the larger technology marketplace. In recent years, cloud technology sector has become glutted with providers, making it more difficult for Software as a Service marketing professionals to make headway in the marketplace.

Far too often, brands continue to rely on outdated PR strategies or tactics that have overstayed their welcome in the Software as a Service marketing landscape. For example, when it comes to SaaS PR, savvy PR pros know that simply restating the benefits of cloud technology doesn’t cut it anymore. Instead, SaaS PR needs to focus on differentiating the solution and connecting it to larger trends in the technology marketplace.

At Walker Sands, we have been a leader on the frontlines of Software as a Service marketing and we understand that every SaaS marketing strategy is unique. But our years of experience in the cloud technology sector has also taught us that the Software as a Service marketing landscape is constantly evolving and even the most skilled marketers need to adapt their approach to consistently achieve marketing success.

Tips for Effective Software as a Service Marketing

There is a variety of tactics and strategies that can be used effectively in Software as a Service marketing campaigns. But in general, there are a handful of concepts that need to be considered in all Software as a Service marketing campaigns.

• Establish Clear Goals. From the outset, it’s important to clarify the goals and objectives you hope to achieve through your Software as a Service marketing efforts. Recent research from the University of Jyväskylä, Finland shows that the most important performance indicator in Software as a Service marketing is customer acquisition cost. By understanding what you want to achieve and how much it will cost to get there, you can improve the performance and outcomes of your marketing campaigns.
• Leverage Cloud Technology Trends. It’s critically important to understand and leverage trends in cloud technology when you create Software as a Service marketing and SaaS PR campaigns. To capture the attention of reporters and key audiences, you will need to connect your solution to larger stories in the cloud technology sector.
• Use Customers and Third-Party Messaging. SaaS technology customers would rather hear from existing customers and third-party analysts than from your company’s executives or marketing professionals. By enlisting the support of true third-party experts and leveraging customer testimonials and case studies, you can increase the value of the marketing messages you distribute to key audiences.
• Prioritize Analytics. Analytics are a driving force in first-rate Software as a Service marketing campaigns. By tracking campaigns performance, including ROI and other measurements, you gain the ability to make nuanced adjustments to marketing strategies based on actual performance, significantly improving the impact of your Software as a Service marketing investments over the long-term.

The sheer volume of SaaS providers in today’s marketplace can be overwhelming. But to succeed in Software as a Service marketing, you need to maintain a constant awareness of the competition and differentiate your products accordingly.