The SaaS Marketing Roundup

Let’s face it: SaaS marketing can be difficult. It’s critically different from virtually every other type of marketing, and it’s harder to predict, measure and execute. So what’s a founder to do? These 5 articles will get you started!

How SaaS Marketing is Different from Every Other Type of Marketing

Marketing guru Neil Patel of Neil Patel Digital discusses the challenges of SaaS marketing, and why this field of marketing is so unique. Marketing of any kind is hard. But as Patel explains, SaaS marketing, in particular, is not for the faint of heart. SaaS marketing requires the marketing of things that have no physical presence, things that are constantly changing, things that may only interest 20 companies, and so on. Patel does a beautiful job of breaking down each of these complications, explaining why they exist and offering a few pieces of advice for navigating the SaaS marketing maze.

If you are a B2B SaaS marketer, think of yourself in different terms from mere “marketer.” Think of yourself as an industry savant — the one who possesses and dispenses information.

– Neil Patel

Marketing Goals Examples for B2B SaaS Marketing Teams

Incredo‘s Tatevik Stepanyan shares her top marketing goals for B2B SaaS marketing teams, with examples of each. Neatly organized into 7 bullets with helpful charts and stats, Stepanyan’s commitment to leaving readers with some actionable takeaways is made clear. She feels that at the core of any well-organized marketing team lies the mission of creating innovative and effective marketing and sales systems for customers leading to predictable and scalable growth. We couldn’t agree more!

Creating remarkable content isn’t enough, you have to promote it to influencers and targeted more audience.

– Tatevik Stepanyan

What is SaaS Marketing Analytics?

Bay Leaf Digital‘s Abhi Jadhav takes 6 minutes to share his brilliant explanation of SaaS marketing analytics. While plenty of time and effort should be devoted to promoting and selling your product, it’s equally important that you analyze the results and learn which marketing strategies are effective. Digging a little deeper into what this means, Jadhav shares the most important SaaS marketing analytics metrics, thoroughly detailing each one.

Well defined SaaS marketing programs start with defining target personas.

– Abhi Jadhav

What Should Go In Your SaaS Marketing Strategy?

With a solid foundation laid by the articles above, Xander Marketing founder Alex Cohen’s SaaS marketing strategy guide is the perfect piece for the next stop on our SaaS marketing journey. We’ve featured Cohen’s work before, and are big fans of his writing. His guide is extremely thorough, further detailing the challenges of SaaS marketing and offering the kind of sage advice that only a veteran SaaS marketer could.

Like a jigsaw, only with moving parts…get them working together!

– Alex Cohen

How Community Content Is Driving Marketing in the SaaS Ecosystem

Taking things a step further, Openview‘s Rodney Laws introduces the concept of Community Content and explains how it’s driving marketing in the SaaS ecosystem. For those who are unfamiliar, community content is content produced by your community. Simple, right? The challenge with community content arises from what your community actually involves. Laws breaks this down, discussing the subtleties of user-generated content (UGC) and explaining why not every piece of UGC should count as community content. Closing with a few tips on using community content to your advantage, Laws leaves readers with a lot to think about, and even more to work on!

Community content is driving SaaS marketing through fundamentally reflecting the overall health of SaaS businesses.

– Rodney Laws

SaaS Marketing Org Chart

Our own Justin Talerico shares his commented Google Slide Org Chart Template to help readers look at SaaS marketing roles and responsibilities from the CMO to the coordinator. With the template included as a free download, Justin shares some thoughts on why different SaaS companies have different marketing needs, and offers some tips on aligning your marketing strategy with your stage, scale, and needs. We hope this template helps you on your way to SaaS marketing success, and don’t forget: It takes a village of talents and skill levels to create and maintain predictably scalable SaaS marketing!

Marketing is a lot of work. But, it shouldn’t degrade into activity-based work.

– Justin Talerico

Happy reading!

Thanks so much for joining us for another SaaS roundup. We hope to see you here again next Monday!