How to Set Measurable SaaS Marketing Objectives For SaaS Companies

saas marketing objectives


Setting SaaS marketing objectives can be difficult. However, by following some simple steps, it is possible to create measurable goals that will help you track your SaaS company’s progress.

This article will help you create some goals that will make it easier for you to track your progress, and ultimately, provide the basis for a good SaaS marketing plan.


What Are SaaS Marketing Objectives?


When it comes to marketing objectives for SaaS businesses, there are three key goals that should be kept in mind: Acquiring new customers, retaining current customers, and maximizing customer lifetime value.

Acquiring new customers is always a top priority for any business, but it’s especially important for SaaS companies because of the high cost of acquiring new users. According to SaaS industry research firm Hockey Stack, the average customer acquisition cost for a SaaS product is $205. A high-quality product can help you offset this expense and shave off that cost over time.

Retaining current customers is also critical SaaS marketing strategy, as the cost of acquiring a new customer is typically much higher than the cost of retaining an existing one. According to Outbound Engine, the cost of acquiring a new customer is 5 times what it costs to retain an existing one!

And finally, maximizing customer lifetime value is essential for long-term success, as it ensures that the company is generating more revenue from each customer over time. The key to improving customer lifetime value is to understand the relationships between various customer loyalty metrics, which include:

  • Repeat purchases: Customers who purchase again from the same company
  • Conversion rate: The percentage of customers who purchase your product/service for the first time
  • Retention rate: The percentage of customers who return to purchase from you after a period of not purchasing from you.
  • Net promoter score: (NPS) Is the percentage of customers who give your company a rating of 9 or 10 on a 10-point scale (10 being the best).

You may be able to improve customer lifetime value by:

  • Making your products easier to use and understand. This will make customers more likely to purchase again.
  • Customer service training. You can make service a top priority with this training, which will keep customers coming back.
  • Your product’s price. You can lower the price of your product if you want to increase sales.
  • Your product marketing efforts. You can advertise your products more vigorously, which will increase sales.


Why Set Measurable SaaS Marketing Objectives?


Setting measurable SaaS marketing objectives is key to a successful digital marketing campaign. By setting specific, measurable goals, you can track your progress and ensure that you are hitting your targets. Additionally, having measurable B2B marketing goals will help you to better allocate your resources and track the effectiveness of your campaigns.

Some common B2B SaaS marketing objectives include increasing website traffic, growing leads, and boosting conversion rates. To achieve these goals, you may need to focus on strategies such as SEO, keyword research, PPC, email marketing and SaaS content marketing. Measurable objectives will help you to track the effectiveness of each of these strategies and make necessary adjustments along the way.

Ultimately, setting measurable objectives is essential for any successful B2B SaaS marketing campaign aimed at boosting brand awareness. By taking the time to establish specific goals, B2B marketers can ensure that their efforts are heading in the right direction and producing results.


Step by Step Guide on Setting Measurable Marketing Objectives For Your B2B SaaS Company


Identify the key performance indicators (KPIs) that you want to improve


In order to improve your SaaS business performance, it is important to first identify the key performance indicators (KPIs) that you want to improve. Without knowing what you need to focus on, you won’t be able to make the necessary changes to see results.

There is a variety of KPIs that your sales teams may want to focus on, depending on your business and its goals. Here are some examples of SaaS KPIs that you may want to track:

1. Website traffic: This KPI can help you measure how well your website is performing and identify areas where you need to make changes.

2. Conversion rates: This KPI measures how many website visitors convert into customers. Tracking this metric can help you determine whether your website is effective at converting visitors into customers.

3. Average revenue per user (ARPU): This KPI can help you track how much revenue your business is generating from each customer. Once you know which KPIs you want to focus on, you can start developing a plan of action. This may include setting specific goals, allocating resources, and creating a timeline for improvement. It’s important to keep in mind that change doesn’t happen overnight, so be patient and stay focused on your goal.

By taking the time to identify and focus on your KPIs, you can give your business the boost it needs to succeed.


Set achievable marketing goals that support your SaaS company’s overall objectives


Goal setting is a critical component of any successful organization, but it is especially important for SaaS companies. That’s because SaaS businesses are unique in that they need to maintain a delicate balance between their short-term and long-term objectives.

Setting achievable goals that support your company’s overall objectives is the key to striking this balance. For example, if your goal is to increase revenue by 20% over the next year, you need to make sure that your tactics will help you achieve that goal without compromising your ability to grow in the future.

Similarly, if you’re working on a new product launch, make sure your goal isn’t so aggressive that you won’t be able to meet it. Instead, try to set realistic deadlines and goals that will help you move closer to your ultimate objective.

Another key factor in setting achievable goals is to match them to your company’s strengths and weaknesses. If you’re not good at generating leads, for instance, then don’t set a goal of generating 100 leads per day. Instead, aim for something you can actually achieve, like 20 leads per day.


Quantify results


In a SaaS business, it is essential to quantify results in order to measure progress and determine efficacy. The most common way to quantify results is through the use of numbers, which can be converted into percentages or ratios for more accurate analysis.

In many cases, the use of numbers is not enough; qualitative data must also be considered. This may include customer feedback, surveys, interviews, and focus groups.When both quantitative and qualitative data are used together, businesses can make more informed decisions that will lead to better outcomes.

SaaS businesses should be able to quantify results by looking at trends in metrics such as KPIS, sales, revenue, and employee satisfaction. The use of KPIs gives businesses a way to track their progress and determine the effectiveness of the SaaS solution.


Set a timeframe


Projects in the SaaS industry should always have a timeframe associated with them. This is because there are specific B2B SaaS marketing goals that need to be accomplished in order for the business to be successful. If a project does not have a timeframe, it can easily become derailed and result in wasted time and resources.

Setting a timeframe should include milestones and objectives that the business wants to achieve, as well as steps and actions needed to reach those milestones. It is important that the business defines its scope of work in detail, including both what it will accomplish and how much it will cost.

A SaaS business, for example, should set a timeframe for the project from start to finish. It should also identify milestones and objectives that it wants to achieve along the way, such as when its first client will be signed up or when the SaaS will generate enough revenue to cover its expenses.

The business should also identify the steps needed to reach those objectives, such as how many hours will be spent on a specific task each week. The milestones and objectives should also be broken down into actions that are necessary to reach them.


Evaluate your progress and revise accordingly


When putting together a SaaS marketing plan, it’s important to set objectives and then evaluate your progress in relation to those objectives.

If you’re not hitting your goals, you need to revise your plan accordingly.
One objective might be increasing website traffic. If you’re not seeing the growth you’d hoped for, you might need to invest in SEO or PPC campaigns. Alternatively, if website traffic is growing but leads aren’t converting, you might need to focus on improving your lead capture process.

Another common objective is increasing conversions. You can track conversions through tools like Google Analytics. If you’re not seeing the results you want, maybe it’s time to test out a new conversion strategy or change your pricing model.

The most important thing is to be constantly evaluating your progress and making changes as needed.

Below are some tips on how to track your SaaS marketing progress:

1. Keep track of website traffic and conversion rates. This will help you to gauge whether people are interested in your product and whether they are taking the desired actions (such as signing up for a free trial or purchasing a subscription).

2. Monitor social media engagement. Are your target audience talking about your product on social media? Are they sharing it with their friends? Tracking this data can help you to determine whether your social media campaigns are effective.

3. Measure lead generation activity. The key here is to track how many people are signing up for your free trial. Ideally, you want at least 20 signups per day.

4. Measure user engagement. This is a measure of how well your product is being used. You’ll want to track this over the course of at least six months so that you can determine whether your users are sticking around or abandoning the product.

5. Measure analytics. Your marketing dashboard should offer users a detailed breakdown of the performance of each campaign, as well as information about which tactics are working best.

There are other metrics that you should track in addition to those listed above, such as how much traffic your site is getting from social media and search engines. However, the most important metrics are those that will help you determine whether or not your product is a success.


Celebrate successes and learn from failures


In order to be successful, it is important to celebrate successes and learn from failures. Celebrating successes allows you to reflect on what SaaS marketing efforts have done well and allows you to continue doing what works.

Learning from failures allows you to identify areas where you need to improve and helps you grow your SaaS business. Don’t get too caught up in the numbers. The most important thing to remember is that metrics are just one way to track progress. It is easy to get lost in the weeds of analytics and forget to take a step back and look at what is happening overall.


Final Thoughts


Setting measurable SaaS marketing objectives is essential to gauging the effectiveness of B2B SaaS marketing strategy you may have and measuring progress toward your goals. Failing to meet marketing objectives can have serious consequences for a SaaS business. It can lead to lower customer retention rates, which in turn leads to lower profits.

Measurable objectives help you track results and determine whether or not your marketing effort is successful. Additionally, they can help you identify which marketing channel ismost effective for reaching every potential customer and generating leads.

We hope the above tips on creating and managing measurable SaaS marketing objectives help you better measure, track, and manage your marketing campaigns. If you have any further questions or would like to share your own best practices around setting measurable SaaS marketing objectives, let us know by reaching out to us. Don’t also forget to check our blog for more SaaS marketing tips.


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Ken Moo