Choosing effective SaaS marketing tactics is crucial for staying ahead of the curve and achieving long-term success in the rapidly evolving SaaS landscape. In 2024, personalization, customer relationships, and targeted messaging will be more important in moving customers from awareness to consideration to purchase.

This article outlines effective strategies to propel your product.

SaaS Marketing Tactics for Driving Growth

Once you identify your target client, unique selling point, and preferred channels, it’s time to build your SaaS marketing strategy. Consider the follow 20 SaaS marketing methods to get you started.

1. Leverage SaaS content marketing and SEO to reach your target audience

In 2024, SaaS companies must prioritize content marketing. Potential buyers are more inclined to use products discovered while searching for solutions online.

To effectively capitalize on this, however, you must generate relevant, high-quality material (blog articles, case studies, etc.) that meets the demands of your target audience and highlights your product’s solutions.

You should also focus on search engine optimization (SEO). This includes focusing on high-volume, low-competition keywords and optimizing your website’s performance for mobile and desktop.

For example, the Userpilot blog discusses everything that affects SaaS product growth. In addition to targeting keywords that our users may search for, these pieces demonstrate how our product contributes to growth.

2. Host industry webinars to foster engagement with potential customers

Webinars are an excellent approach to address your target customer’s problem points, demonstrate your product’s expertise, and offer practical insights. Live webinars promote direct customer interaction and engagement.

The idea is to select relevant themes in your sector. Then, you can team up with industry professionals to co-host these webinars and reach a bigger audience.

It is also critical to effectively promote your webinar via multiple marketing platforms and to give high-quality content with practical takeaways for registrants.

3. Showcase your SaaS product through strategic video marketing

Video marketing is another technique to contact your target audience. You can develop many types of videos to reach clients at different phases of their journey.

For example, you may make instructional videos that address a big industry pain point and raise awareness. Alternatively, you might develop video tutorials demonstrating how to use your product’s functions for individuals in the consideration stage.

Similarly, you can use multiple video formats on various platforms. TikTok, for example, is ideal for short informative videos. Meanwhile, YouTube is ideal for extensive long-form videos.

4. Create free helpful tools to raise brand awareness

This method, also known as the engineering-as-marketing approach, leverages your problem-solving engineering expertise to increase awareness and lead creation.

It entails creating valuable, free tools to supplement your product or service. These tools not only generate organic traffic, but also allow you to market the features and functions of your core product.

For example, Userpilot’s free NPS calculator is a valuable tool for people who wish to quickly and reliably assess their NPS scores. However, it is also an opportunity to demonstrate our in-app NPS survey and statistics to visitors who clearly require them.

5. Connect with your potential customers on relevant social media platforms

Whether you are a B2B or B2C SaaS company, your clients may be located on social media. The first step is to determine which platforms your prospective clients are using.

Read Also: Customer Retention Strategies for SaaS Business

Once you’ve done that, assign your marketing team the duty of developing a strategy for reaching them through the platform. This includes developing shareable material for the site, participating in discussions, raising awareness, and reacting to communications.

You may also develop an online community where users can interact, share expertise, and support one another, as well as engage with them directly via group surveys, Q&A sessions, and so on.

6. Increase brand awareness with viral growth loops

Growth loops are a SaaS marketing technique that relies on user behavior to attract new users. When effectively applied, it lowers your customer acquisition costs while increasing your reach.

Because each user contributes to the product’s promotion, viral loops generate a snowball effect that organically raises exposure. Some corporations, for example, offer incentives for user-generated content to increase virality.

Calendly, on the other hand, promotes virality by adding brand labels to free meeting links that users share with others. Each use of its service becomes a marketing for its brand.

7. Create efficient lead magnets for your SaaS customers

Lead magnets are free items a brand gives away to encourage potential customers to give away their contact details. It involves giving away free but valuable content, such as:

• Ebooks.
• Templates.
• Infographics.
• White papers.
• Certifications, etc.

By creating and giving away valuable solutions, you demonstrate your understanding of your customers’ pain points. You also demonstrate your product’s effectiveness and acquire viable leads on the sign-up form.

8. Nurture and educate leads with email marketing

With a return on investment of over $40 for every dollar invested, email marketing is a B2B SaaS marketing method you should not overlook!

You can use it to welcome new users, manage their onboarding, announce updates, and reactivate churned users. You can also send your subscribers regular emails or newsletters to keep them engaged and help you create long-term relationships with future consumers.

For example, here at Userpilot, our newsletter is a helpful read for product marketing professionals because it addresses product growth challenges and other industry trends.

9. Simplify the sign-up flow to remove friction

Once you’ve persuaded the customer to join you, you don’t want to lose them throughout the signup process. It is critical that you maintain the enrollment process as simple as possible.

This is not the time to acquire three pages of consumer information. Collect the bare minimum required to get started, then ask additional questions later (if necessary). You can also add SSO alternatives to facilitate signup.

Your goal should be to get the buyer to use your product in the quickest amount of time. Customization and customisation can occur later.

10. Find opportunities for event marketing

Event marketing may be an effective tool for SaaS businesses, providing a unique opportunity to connect with potential consumers on a human level. Of course, for this to work, you must participate in, sponsor, or co-host events in your sector or niche. You should also use this time to collect leads and follow up with them after the event.

For example, Userpilot co-hosts the annual Product Drive conference, which brings together product growth enthusiasts and specialists to discuss all aspects of product marketing and growth.

11. Launch new products and features on Product Hunt

Product Hunt is a hub for tech enthusiasts and early product adopters. This makes it an ideal tool for exposing your product or new feature to a large, relevant audience who need innovative solutions.

A successful Product Hunt launch can attract the right attention and generate even wider media coverage. Product Hunt is also a great source of feedback from potential users.

Of course, not all launches are created equal. When launching on Product Hunt, it’s important that you also generate buzz on social media. You should also approach the platform as a community rather than an ad platform.

12. Get listed on SaaS review sites to gain user trust

According to a study by BrightLocal, over 90% of 18-34-year-olds trust online reviews just as much as personal recommendations. SaaS review sites, thus, provide an opportunity for you to connect with your target customers and showcase the quality of your SaaS products or services.

The first step is to list your product on review sites like G2 and Capterra, highlighting its features and offerings. Then, you’ll need to encourage (or incentivize) your customers to provide real, honest feedback.

As the number of positive reviews for your product grows on the site, so will your reputation. Prospective customers who find your product on these sites will feel confident to sign up and use your service.

13. Implement referral marketing programs to lower acquisition costs

Referral marketing is one of the best SaaS marketing tactics you can do. Similar to review sites, it uses word-of-mouth marketing to help you acquire clients and expand your business. The trick is to entice existing users to refer new clients in exchange for subscription discounts, free premium features, and so on. You can also offer referees incentives to increase their chances of success.

Dropbox, for example, has seen tremendous success with its referral efforts. Each successful referral receives a bonus of 500 MB of free storage space for both the referrer and referee.

14. Share case studies from successful customers

A excellent case study highlights the usefulness of your product and your value proposition by demonstrating how others have succeeded with it. It emphasizes the difficulties the consumer experienced, how your product handled them, and the measurable results they obtained.

You can also incorporate genuine client quotes and relevant data to support your claim and create persuasive social proof. For example, this Userpilot case study demonstrates how ClearCalcs increased its new user activation rate using Userpilot’s cohort analysis, ensuring potential clients that success is attainable.

15. Demonstrate your product’s features and benefits with live demos

Live demos are an essential component of effective SaaS marketing strategies. They allow potential consumers to get direct experience with your SaaS product, grasp its value proposition, and see how it might benefit them.

Unlike pre-recorded demos, live demos are participatory and personalized to the individual demands of the audience. A smart presenter can respond to inquiries in real time and address specific problem spots.

As a result, a well-executed demo increases trust and accelerates prospects’ progress through the sales funnel. It also offers the opportunity to address frequent objections and remove conversion obstacles.

16. Offer free trials to generate marketing-qualified leads

Free trials are now a common feature of SaaS products. Similar to live demos, free trials and freemium plans allow prospects to try out the product before making a financial commitment.

To be successful, you must ensure that prospects succeed during their trial time. This entails providing an easy onboarding experience that highlights your product’s key features and functionalities.

17. Partner with non-competing SaaS companies

Complementary partnerships can be one of the most effective SaaS marketing strategies if properly executed.

For example, Bonjoro, a video engagement platform, tripled its user base when it partnered with ActiveCampaign for its first native integration. The integration enabled users to record and send quick personal videos directly with their ActiveCampaign account.

The partnership, thus, exposed Bonjoro to a wider market of potential customers, while the feature helped ActiveCampaign’s users scale better. A win for both sides.

18. Market new features in-app to drive discovery and adoption

Marketing new features within your existing SaaS service is an effective method for increasing user awareness and acceptance. Of course, there are numerous ways to accomplish this. For example, you can utilize non-intrusive tooltips to introduce new features while users are navigating a related feature. You may also emphasize a feature by placing temporary badges next to it in the UI.

Or, you can segment your users based on their needs and feature usage, and tailor an in-app notification to alert them to the new feature and its benefits.

Whatever your preferred approach, your goal should be to pique the users’ interest in the feature and ultimately drive adoption.

19. Encourage word-of-mouth marketing among existing customers

Leverage the power of word-of-mouth marketing by encouraging customers to leave reviews on third-party review websites. One way you can do this is by conducting NPS surveys to determine customer satisfaction levels. Then, you can encourage satisfied customers (promoters) to leave a sincere review on a third-party site.

By fostering a community of happy customers who are incentivized to spread the word, you can amplify your marketing efforts, build credibility, and maximize growth for your SaaS business.

20. Prompt upsells and cross-sells with contextual in-app messages

In the competitive world of SaaS, maximizing customer lifetime value (CLV) is critical, and upselling (encouraging upgrades) and cross-selling (recommending complementing goods) are important to achieving this.

To be successful, your upselling and cross-selling efforts must occur at the appropriate moment. This means sending notifications based on user behavior and current activity. For example, instead of randomly asking consumers to upgrade their plan, you may send them an upsell notification when they exceed a use limit or interact with a premium feature.

Identifying relevant upsell chances improves the product experience for consumers and makes it easier for them to take action and convert.

When used effectively, these 20 SaaS marketing methods will help you negotiate the competitive SaaS industry. Remember that identifying your target audience and cultivating long-term relationships are essential.