Your 12-Step Guide to Building a Winning SaaS Marketing Plan

SaaS Marketing Plan


When it comes to a successful SaaS business, the first five years are critical. Investing in marketing and customer acquisition is one of the most important milestones during this time period — in fact, on average, companies devote 80% of their revenue to these two areas.

However, too often, entrepreneurs get overwhelmed by the sheer amount of options that are available to them and aren’t sure where, or how, to start.

That’s why we’ve created this 13-step guide that will help you develop a winning SaaS marketing plan and set yourself up for success. From selecting target markets, defining customer personas, developing brand messaging, and creating content – these tips will cover it all! Let’s dive in!


What Is a SaaS Marketing Plan?


A SaaS marketing plan outlines how a SaaS business will reach out to potential customers, convert their interest into sales, and retain them in the long run. 

Nowadays, a typical business uses a minimum of 24 SaaS programs. This means that the competition is fierce and SaaS companies must have a well-thought-out marketing plan to stand out from the pack.

As with any other type of marketing plan, it’s important to keep in mind your target audience and customer needs when developing a SaaS strategy.

Crafting a comprehensive plan that outlines activities such as content creation, customer relationship building, and brand awareness efforts can help ensure success in achieving desired outcomes. Moreover, leveraging marketing automation tactics can help streamline your processes while providing analytical data to fuel future campaigns.

Implementing a well-thought-out SaaS marketing plan can set your SaaS business up for success by aiding visibility and growth in an ever-evolving digital landscape.


Key Components of a SaaS Marketing Plan


Listed below are  the key components of a successful SaaS marketing plan:


1) Goal-setting


Setting objectives allows marketers to measure their progress and determine the success of each campaign, thus ensuring that businesses can make informed decisions when it comes to future endeavors. In addition, having measurable goals creates focus, accountability, and urgency while allowing teams to make necessary adjustments along the way.

Clearly established objectives act as benchmarks and provide direction as to how best to move forward with a given strategy. Without them, marketers would be unable to decide if they are on track or need to reconsider adjustments for their next marketing efforts.


2) Tactics


Tactics are the actionable steps that turn your ideas into outcomes. When effectively implemented, they help attract customers and keep them coming back. It’s critical to view tactics as more than just a collection of plans and activities; instead, strong tactics should combine insights and data-driven decisions to maximize existing resources and get the most out of each campaign.


3) People


People are the backbone of any successful marketing plan, and it’s important to assemble a team that can work together effectively. 

Establishing the right roles and responsibilities among team members is essential in order to ensure that everyone understands their part and knows what they need to do to achieve success.


4) Timelines


Creating timelines for each tactic allows you to prioritize and allocate resources efficiently, as well as set realistic expectations for your team. 

Moreover, setting dates provides a sense of structure and organization to the marketing plan. 

Having clearly defined timelines helps everyone stay on track and keeps everyone accountable for their part in the process.


5) Budget & Resources


Without proper budgeting and resource management, you will not be able to distribute your marketing spend across multiple channels or develop integrated campaigns that reach the right audience.

Furthermore, expenditure and resource requirements can vary significantly from one campaign to another depending on the type of product being marketed or the target market. 

By leveraging resources strategically, you can ensure that each campaign is conducted as efficiently and cost-effectively as possible, thus driving maximum ROI.


6) Marketing Tools


Tools allow for actionable insights into customer behavior which can be easily tracked and monitored. With the right marketing tools, you can find opportunities to target potential customers, optimize campaigns, and improve overall ROI.


Additionally, these tools take the guesswork out of analytics by providing detailed information about web traffic, ad performance, app engagement, and more. This in-depth analysis helps you hone your marketing strategies to focus on areas that drive the most growth.


7) Evaluation


Evaluation allows them to identify strengths, weaknesses, opportunities, and threats that can power the growth of their company. Evaluation allows marketers to focus on audience-centric objectives and adjust their strategy accordingly.

By monitoring user engagement trends, businesses can also understand how people interact with their product or service and make real-time adjustments in order to optimize it for target users.

Ultimately, the evaluation will help businesses create more effective messaging for campaigns and track ROI (Return On Investment) throughout the customer journey.


The Importance of Having a SaaS Marketing Plan


Here are  some of the main reasons why having a SaaS marketing plan is important:


1. It Defines Your Target Market


Having a plan helps you figure out exactly who your target market is, and how to best reach them. This allows you to focus on the right group of customers, ensuring that you’re targeting those most likely to be interested in your offering.


2. It Establishes Your Brand


Your brand is what sets you apart from your competitors and should be reflected in all aspects of your marketing strategy. Your brand should be consistent across all channels, including your website, social media, and advertising.


3. It Creates a Roadmap for Success


It outlines the goals and objectives of your marketing strategy and provides a timeline for implementation. Without a plan, it will be difficult to measure the success of your marketing efforts and make necessary adjustments along the way.


4. It Keeps You Organized


Marketing can be a complex and chaotic process, but a well-organized plan can help to keep things on track. Having a plan also makes it easier to delegate tasks and hold team members accountable for their results.


5. It Helps You Stay Focused


It can be easy to get sidetracked when pursuing a new marketing initiative, but a good plan can help you stay focused on your goals. By outlining the steps needed to achieve your objectives, you can avoid getting bogged down in details that are not essential to your success.


6. It Facilitates Communication


A SaaS marketing plan facilitates communication between different team members and departments. By clearly outlining the roles and responsibilities of each team member, you can ensure that everyone is on the same page and working towards the same goal.

Additionally, having a central place for all information related to the marketing strategy can help to avoid confusion and miscommunication.


7. It Ensures Consistency


By having a plan in place, you can avoid making last-minute changes that could disrupt your progress or confuse your target market. Additionally, consistency helps to build trust with your audience and reinforces your brand identity. 


8. A SaaS Marketing Plan Holds You Accountable 


By setting measurable goals and objectives, you can track your progress and adjust your strategy as needed to ensure that you are meeting your targets


SaaS Marketing Plan vs Traditional Marketing Plan


The primary difference between a SaaS marketing plan and a traditional marketing plan is the focus on subscription-based services. 

A traditional marketing plan typically focuses only on pricing and product development, while a SaaS marketing plan also includes more elements such as customer retention, upsells/cross-sells, content creation, and automated outreach.

Additionally,  SaaS marketing plans require more attention to detail when it comes to tracking metrics, as they often rely on a subscription-based model. 

This means that the success of your efforts is measured by the number of customers who remain subscribed to your service over time.


How to Create a SaaS Marketing Plan


The following are steps on how to create a SaaS marketing plan:


1. Define your target audience


Creating a successful marketing plan for your SaaS product starts with defining your target audience. 

To do this correctly, use as much data as possible to determine who your ideal customer is. Consider audience demographics such as age range, location, gender, language and occupation.

Additionally, use available data on how people search and research what you offer to further refine your target market.


2. Understand Your Competition


Understanding your competitors can provide invaluable insight into consumer trends and behavior. 

It provides an opportunity to understand what strategies work and what strategies do not, helping you develop the most effective and successful marketing strategy for your specific product or service. 

Take time to review their website content, user reviews, customer testimonials, pricing structure, and any other relevant aspects of the business.

This will enable you to better identify potential threats while giving you direction in terms of how to best stand out from your competitors.


3. Conduct Market Research


Market research includes surveying current customers as well as gathering data from competitors and industry sources on topics such as customer purchase behavior, brand loyalty, and pricing.

This type of research allows you to easily identify trends in the market so that you can tailor your SaaS marketing plan to fit these particular needs. 

It is also important during the research phase to make sure that potential customers can easily find key information on your product, including pricing, features, and usability.


4. Set your marketing goals and KPIs


It’s important to set clear goals and KPIs backed by data. Identify what the most important success metrics are, such as adding monthly subscribers, boosting customer retention rates, and more.

Make sure that your goals are SMART (specific, measurable, achievable, relevant, and timely), as this will provide you with a framework to evaluate how effective your marketing strategy is. 

Using web analytics tools can help you understand what is driving people to your website or product and make changes accordingly.

Additionally, consider targeting specific audiences through multivariate or A/B testing to get detailed insights about what works and doesn’t work in order to fine-tune your approach.


4. Develop a Unique Selling Proposition


A Unique Selling Proposition (USP) is a statement that outlines how your SaaS product is different from the competition. It should be concise and clearly explain why customers should choose you over other competitors in the market.

To begin crafting an effective USP:

  • Determine the value of your product or service and start thinking about how you can differentiate from the competition.
  • Ask yourself what makes it unique, then distill those points into one strong message that helps potential customers to understand why they should choose your product.
  • Conduct market research and get feedback from customers about their needs, preferences, and concerns.

5. Choose distribution channels


Take the time to evaluate each channel and decide which is most suited for your tool, budget, target market, and goals.

An effective approach might be to choose one or two primary channels for promoting your SaaS product, then complement those with additional distribution  channels. 

For example, if you decide that email newsletters are your primary channel, you may also focus on search engine optimization and social media advertising as secondary routes for reaching potential customers.

Whichever distribution channels you select, make sure they complement each other – the goal is to create an ecosystem that amplifies your message while building brand awareness.


6. Set your marketing budget


A solid budget must be established in order to determine the most effective way of allocating and managing resources for maximum return on investment. 

Your budget will depend on the size and goals of your business, but it’s important to consider factors such as the amount you can spend on labor and software solutions, the cost of advertising and other outreach activities, and any limits that need to be set early on to avoid overspending.

When determining an overall budget amount, you should aim high while remaining realistic, then adjust as necessary if there are unexpected costs or changes in your plan throughout the course of executing it.


7. Choose the best marketing strategies


Developing a successful SaaS marketing plan starts with choosing the right strategies. 

Before investing time, money, and resources into marketing tactics, SaaS startups should create an in-depth plan with carefully selected strategies to ensure they can successfully reach and engage current and potential customers.

Consider running experiments to test the effectiveness of various methods across channels and platforms to determine what resonates most with customers. 

Research other successful marketing campaigns that align well with a company’s goals, budget, and mission statement, being sure to identify what makes these campaigns stand out from competitors.

Lastly, keep up-to-date on industry trends to maximize campaigns by leveraging any new technologies or practices for maximum impact.


8. Attract Leads


Your marketing plan should include strategies to attract leads.

Lead generation can be done through a variety of tactics, such as creating educational content to inform potential customers about the product, running email campaigns and online ads targeting relevant audiences, or leveraging referral programs for additional reach.

To effectively gather leads, it’s important to understand the target audience so that campaigns can be tailored specifically to their needs and interests. Consider segmenting leads into different categories based on geography, job title, or other relevant criteria to maximize the impact of campaigns.

You can also consider offering ‘freemiums,’ or complimentary features that allow customers to test out an app’s performance and user experience before making a financial obligation. 

When done correctly, freemiums can not only generate leads but also improves user stickiness, encourages users to upgrade, and create early-stage viral growth.

For example, offering basic plans for free or incorporating pay-as-you-go pricing, loyalty incentives, or subscription models into the freemium design will enable businesses of all sizes to capture organic growth effectively and quickly.


9. Nurture Leads


As the saying goes, money is on the list. So, if you want to create a successful SaaS marketing plan, you need to focus on how to nurture your leads and turn them into subscribers. Here are a few tips to get you started: 

  • First, segment your leads according to their interests and needs. This will help you tailor your messages and offers to appeal to each group.
  • Secondly, create valuable content that educates and informs your leads about your product or service. This can be in the form of blog posts, eBooks, whitepapers, or even infographics. Third, use powerful calls-to-action that encourage leads to take the next step with you.
  • And finally, don’t forget to follow up! Send personalized emails or give them a call to answer any questions they may have.


10. Retain Your Subscribers


By establishing trust, encouraging loyalty, and offering incentives to loyal subscribers, you can secure long-term business relationships with their user base. Treating subscribers with respect and providing value through meaningful experiences is essential for keeping them engaged.

Additionally, creating personalized newsletters to deliver timely and relevant information and providing access to special features or services only available to subscribers are great ways to boost retention rates. Investing in customer feedback not only allows you to address their needs but also shows them that their opinion matters.

Finally, utilizing analytics tools that collect data on user behavior and preferences can provide insight into your customers’ needs, allowing you to strategically design better plans for reinforcing loyalty among them in the future.


11. Do A/B testing


A/B testing involves presenting website visitors with two different versions of content or designs and then measuring which version had the higher conversion rate in order to determine what works best. This practice allows you to find out how to optimize your content for higher success rates and make constant improvements for better performance.


12. Monitor performance 


There are a few key metrics to keep tabs on when assessing the success of your plan. You need to pay special attention to gross sign-up rates, churn rates, usage patterns, customer sentiment, costs, and revenue. By keeping track of these metrics over time, you will be able to determine which aspects of your plan have been successful – or perhaps could use more work – and fine-tune your strategy accordingly.


Key Metrics to Track


Listed below are a few key metrics that you should track when analyzing the effectiveness of your marketing plan.


1. Unique Visitors


Unique visitors are a representation of the number of online users that are actively engaging with your content, and as such, provide invaluable insight into your product’s reach, engagement level, lead generation, and ultimately performance and profitability.

Knowing how many people have visited your website or social media account enables you to measure the success of various campaigns, determine which visitor segments persistently engage with your product and make informed data-driven decisions about when to adjust or fine-tune different aspects of a campaign.


2. Leads


Leads reflect the level at which prospective customers are engaging with your services. By taking advantage of leads data, you can develop precise strategies to maximize your ROI, retain existing customers and increase acquisition rates for new business.


3. Customer Acquisition Cost (CAC)


CAC reveals the cost of acquiring new customers through various channels and gives a clear indication of how efficient the company’s marketing efforts truly are. Although CAC can be higher initially while building traction, a well-targeted campaign should eventually lead to lower costs per acquisition over time.


5. Conversion Rate


Conversion rate gives an indication of how effective your marketing efforts is at converting customers. It’s important to measure this metric on a regular basis to ensure that customers are finding value in your product and that the strategies you’re using are resonating with them.


6. Signup for paid conversion


Companies that have an effective SaaS marketing strategy should be able to demonstrate a steady rise in paid conversions as their products become increasingly well-known and sell more services.

Paid conversions are also essential in terms of revenue because they represent actual customers who are actually investing in the company’s offerings and will provide ongoing support throughout years of usage.


7. Customer Churn


Customer churn measures how likely customers are to stick around with your product instead of switching to another option. If a customer finds that the features or value of one product outweighs yours, they will likely switch over, resulting in lost business and revenue opportunities.


8. Monthly Recurring Revenue (or MRR)


Your MRR defines your ability to deliver on promises, understand customer needs, and develop effective acquisition strategies. It effectively gives an indication of your company’s growth and success when it comes to selling SaaS products.


9. Cost-to-Service or (CTS)


CTS shows how efficiently a company is utilizing its resources when servicing customers. With CTS, you can determine the correlation between expenses and customer response in order to make informed decisions on areas that need improvement or further optimization.

Additionally, it provides insight into how well efforts like sales operations, customer retention activities, and general operations are performing.


10. Activations


Activations provide a clear view of how customers are interacting with your SaaS solution. When there is an increase in activations, it often means more people are finding value in the software and engaging with it on a regular basis.

Furthermore, activations help demonstrate customer satisfaction – when customers use software frequently, it is usually a sign that they are delighted by its features and capabilities.


Final Thoughts


Crafting a winning marketing plan for your SaaS business starts with following the 13 steps outlined in this blog post. 

From determining who your target market is to establishing a sales approach, these tips will help you lay the groundwork for success. 

Keep in mind, your marketing plan is an invaluable guide which will ensure the continued growth of your SaaS business – so make sure you take the time to create one that’s comprehensive.

For more advice on how to grow your SaaS enterprise, visit our blog for more helpful guidance.


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Ken Moo