SaaS PR: Importance of PR for SaaS Companies

PR is one of the strongest weapons in any business’s arsenal. Successful PR campaigns have been known to transform fortunes. 

There are so many examples out there—from iconic brands like Barbie, which revitalized a 50-year-old toy through masterful PR, to fast-fashion giants like H&M, which leveraged green initiatives to reshape public perception. 

PR for SaaS companies can also play a pivotal role in amplifying brand visibility and establishing your company as an authority within your domain.

Take Mailchimp as an example. Their “Turn Clustomers into Customers” campaign brilliantly showcased their core value proposition: personalization at scale. It masterfully employed PR principles like storytelling and crafting a unique brand identity to connect deeply with its audience.

If you’re looking to achieve similar success for your SaaS business, keep reading.

What is PR? Is the Hype Real?

PR refers to the strategic use of channels like blogs, online publications, or social media to build a relationship with the target audience. 

It helps boost brand awareness and credibility. It also plays an integral role in marketing and sales, helping support and enhance every undertaking.

A common misconception is that PR is limited to issuing press releases and reacting to crises. But it’s so much more. It is especially important in the current environment because the cost of advertising online is skyrocketing. That’s what makes PR for SaaS companies so relevant. Besides, there are the following factors to consider:

• The emergence of robust data privacy regulations, such as GDPR and CCPA, limits data availability for personalized targeting efforts.
• The increasing prevalence of AI-powered search results, such as featured snippets and direct answers, is decreasing user clicks on SEM campaigns and organic search results.
• The growing number of advertisers on platforms like LinkedIn has led to increased competition for ad space, driving up costs per click (CPC) and making it more expensive to reach target audiences.

Given these shifts, PR is emerging as a highly valuable and cost-effective alternative. Unlike traditional advertising, PR allows you to publish and share unique perspectives and compelling stories. PR also effectively circumvents the limitations imposed by AI and evolving search algorithms. 

Key Benefits of PR for SaaS Startups

Here are some key benefits of leveraging a good PR strategy for SaaS businesses: 

1. Revenue growth and market leadership

Potential customers are more likely to trust your brand when they see your company featured in reputable publications or hear your executives quoted as industry experts. This reduces the need for extensive sales pitches and accelerates the decision-making process.

2. Investor and acquisition readiness

PR significantly enhances investor and acquisition readiness. Positive media coverage, strategic narratives, and consistent thought leadership significantly increase your company’s perceived market value.

3. Strategic business growth

 PR drives strategic business growth in several key ways: 

• A strong PR presence positions your SaaS as a safe and innovative choice for large enterprises prioritizing trust and reliability. 
• A strong public profile attracts potential partners who are eager to align with a proven and visible leader in your industry. 
• PR helps establish credibility and awareness in new geographies. Securing local media coverage and building relationships with key influencers in target markets can smoothen the expansion process and accelerate market penetration.

4. Talent and culture development

A solid PR presence attracts top-tier talent. Good branding makes candidates eager to join a company that is recognized as an innovator and leader in its field. PR positions your leadership team as thought leaders and industry experts, instilling a sense of pride in your current and potential employees. 

5. Market differentiation

PR plays a crucial role in achieving market differentiation. Using your PR messaging, you can define your category and set the tone for your niche. By consistently highlighting your unique value proposition and showcasing your innovative approach, you can establish a strong first-mover advantage. 

6. Crisis proofing

You wouldn’t wait for a fire to break out before building a firetruck. Strong relationships with editors, publishers, and key media outlets are crucial for navigating crises swiftly. Investing in PR before a crisis ensures you have the resources and relationships in place to effectively manage and mitigate its impact. 

Types of PR

Public relations encompasses various strategies tailored to specific business goals. Here are some key types of PR:

1. Product and brand PR

As we’ve mentioned above, PR is a cost-effective channel for marketing and growth. Product and brand PR can help early-stage startups and scaleups to build a strong overall brand image through:

• Product Launches & Updates: Generating excitement and awareness around new product releases and feature updates.
• Corporate PR: Sharing key milestones such as funding rounds, successful partnerships, and industry awards.
• Thought Leadership: Position your team as industry experts through articles, speaking engagements, and other thought leadership initiatives.

2. Reputation management PR

Reputation management is one of the most popular branches of PR used by companies of all sizes to maintain a positive public image. This focuses on protecting and enhancing your company’s public perception. It entails:

• Crisis Management: Developing and implementing strategies to effectively handle negative press or unforeseen challenges.
• Community Engagement: Demonstrating your commitment to social responsibility through community initiatives, fostering goodwill, and building positive relationships.
• Internal PR: Aligning your internal teams with the company’s public image. It also involves boosting employee morale through internal communications and recognition programs.

3. Growth and visibility PR

Great for growth-stage startups looking to tap into new markets and accelerate growth. Growth and visibility PR focuses on driving brand awareness and generating leads. You can employ the following tactics:

• Media Relations: Building relationships with journalists and securing coverage in relevant publications.
• Event PR: Maximizing exposure and generating leads through participation in industry conferences, trade shows, and other events.
• SEO PR: Leveraging media coverage and online mentions to improve search engine rankings and drive organic traffic.

4. Investor relations PR

As the name suggests, investor relations PR focuses on attracting and retaining investors. This is beneficial for startups that are looking for funding or even established brands looking to go public. It involves announcing funding rounds, communicating financial performance, and sharing strategic plans with investors and stakeholders.

How to Start a PR Campaign for Your SaaS Business

PR strategy can look different for different brands based on their size, journey, and goals. Here is a generalized approach to PR for SaaS companies: 

1. Define goals and metrics

Begin by clearly defining your PR goals. Are you aiming to increase brand awareness, generate leads, attract investor interest, or build customer trust? Once you’ve established your primary objectives, set specific KPIs for each goal like media mentions, website traffic spikes following a press release, or the volume of inbound demo requests.

2. Identify and segment your audience

Identify your target audiences. Who are the key decision-makers you want to reach? This might include technology journalists, SaaS founders, enterprise decision-makers, or specific industry professionals. Segment your audience further by geography, industry, or specific user needs to ensure your messaging is tailored and resonates with each group.

3. Create a compelling narrative

Develop a compelling narrative that articulates your mission, vision, and unique value proposition. Craft story angles that resonate with your target audience. These could include stories about solving a pressing industry challenge, showcasing disruptive innovation, or highlighting customer success stories.

For example, SpaceX has done a much better job at capturing the public’s imagination than NASA has over the decades due to its narrative-driven approach. They share their journey on social media channels like Instagram and Flickr so the audience feels invested.

4. Audit your existing assets

Before launching your PR campaign, conduct a thorough audit of your existing assets. Ensure your website, press kit, and social media profiles are up-to-date, professional, and accurately reflect your brand identity. Create a comprehensive press kit that includes your logo, high-quality product images, executive bios, key company statistics, and recent press coverage.

5. Build and organize a media list

Compile a targeted media list of journalists, influencers, bloggers, and analysts who cover your industry. Use tools like MuckRack, and Cision, or conduct manual searches on LinkedIn to identify relevant contacts. Organize your media list by publication, beat, and area of focus to ensure your outreach is effective.

6. Plan a PR calendar

Develop a well-defined PR calendar that aligns your efforts with key milestones. These could include product launches, funding rounds, industry events, speaking engagements, or significant industry trends that you can comment on. 

7. Develop press materials

Craft compelling press releases for major announcements, such as product launches, funding rounds, or key partnerships. Develop high-quality thought leadership content for each of these goals; consider creating blog posts, case studies, and white papers to establish your company as an industry expert.

8. Outreach to media

Personalize your outreach efforts to build genuine relationships with journalists. Focus on why your story is relevant and valuable to their audience. Craft compelling subject lines that grab their attention, provide clear and concise details in your pitches, and include high-quality supporting resources.

9. Leverage social media and owned channels

Amplify your media coverage by sharing articles and press releases across your social media channels. Use LinkedIn, Twitter, and other relevant platforms to engage with your audience and build a strong online presence. Publish complementary content, such as blog posts, LinkedIn articles, and email newsletters, to further engage your audience and reinforce your key messages.

10. Explore partnerships

Seek opportunities to collaborate with industry organizations, influencers, or other brands. Co-created content, joint events, or cross-promotional activities can significantly amplify your reach and exposure.

11. Monitor and respond

Utilize media monitoring tools such as Google Alerts, Mention, or Meltwater to track mentions of your brand across various online channels. Engage with media coverage by thanking journalists for their interest and sharing the articles on your social media platforms.

12. Measure and optimize

Continuously analyze the impact of your PR efforts. Track key metrics such as website traffic, lead generation, and conversion rates to understand what’s working and what’s not. Gather feedback from media contacts to refine your pitches and improve your outreach strategy.

13. Iterate and scale

Build upon your successes. If a particular PR campaign, such as a product launch campaign, drives significant results, replicate and refine the strategy for future milestones. As your company grows, expand your PR efforts to broader markets or new industry verticals, adapting your approach as needed.

Effective PR Strategies for SaaS Startups

Crafting a PR strategy for a startup can be overwhelming. You get pulled in different directions, and goals and tactics are always changing. Here are some of the most effective PR strategies that SaaS brands have used to dominate their verticals: 

1. Leverage product launches

New product releases, significant feature updates, and major milestones are inherently newsworthy events. They provide a natural opportunity to generate media coverage, excite the market, and capture the attention of potential customers. Salesforce is an innovator in the CRM space and uses its Newsroom along with media mentions to leverage product launches in its PR strategy. Here’s how they do it:

• Craft a compelling press release: They announce their launch with a well-written press release that highlights the key features, benefits, and target audience.
• Publish product updates and resources: They ensure their current customers are updated about their product launches and equip them with the tools to adapt to new changes.
• Partner with industry influencers: They collaborate with relevant influencers to promote the launch to their audience and generate organic buzz.  

2. Build thought leadership

Positioning your company and its leadership team as industry experts builds credibility, establishes trust, and positions your brand as a thought leader. Rentmojo increased its online visibility and domain authority in the early stages by generating backlinks and mentions through their highly shareable thought leadership content:

• Publish insightful content: TripleDart helped them create and publish high-quality articles, blog posts, white papers, and research reports on industry trends, challenges, and best practices.  
• Contribute to industry publications: They submitted guest articles to reputable industry publications to reach a wider audience and establish your company as a thought leader.  

3. Data-driven storytelling

Data-driven stories are highly valuable to journalists and your target audience. They provide compelling evidence of your product’s effectiveness and offer valuable insights into industry trends. 

• Leverage internal data: Analyze internal data such as customer usage patterns, product adoption rates, and customer support interactions to identify key trends and insights.
• Conduct industry research: Conduct surveys, gather market data, and analyze competitor activities to uncover unique and valuable insights.
• Share findings with the media: Pitch your data-driven stories to relevant journalists and publications. Offer exclusive access to your findings in exchange for media coverage.

4. Maximize event PR

Industry events provide an opportunity to improve visibility, networking, and lead generation. They allow you to connect with potential customers, partners, and investors face-to-face. Dropbox conducts industry meetups called “Let’s Do This” to support social causes. It helps them improve public perception while building a network in their industry. You can employ one of the following tactics:

• Host exclusive product launches or demos. Invite journalists and influencers to preview new products or features and generate media buzz and excitement.
• Organize industry meetups or summits: Position your company as a thought leader by hosting events with engaging themes, prominent speakers, and valuable networking opportunities.
• Host customer appreciation events: Showcase customer success stories, build stronger customer relationships, and generate positive word-of-mouth through exclusive events for top customers.

5. Customer success stories

Real-world examples of your SaaS product driving value are highly effective in demonstrating your product’s impact and building trust with potential customers. Zapier established itself as an industry leader by publishing over 100 customer stories that detail use cases and highlight the benefits of Zapier for different industries and goals. Here’s what you can do to follow their lead: 

• Develop compelling case studies: Work closely with your successful customers to develop detailed case studies that showcase the tangible benefits of using your product. Quantify results whenever possible (e.g., increased revenue, improved efficiency, reduced costs).
• Pitch case studies to the media: Identify relevant publications and pitch your customer success stories to journalists covering your industry.
• Leverage case studies in marketing materials: Incorporate customer success stories into your website, marketing collateral, sales presentations, and social media campaigns.

Measuring the Impact of PR

Here are the different metrics you can use to measure the success of your PR campaigns for SaaS businesses:

You can calculate the ROI on all your SaaS PR campaigns using these:

• Cost per Media Mention: Calculate the cost of your PR efforts (e.g., agency fees, employee time) divided by the number of media mentions achieved.
• Cost per Lead: Calculate the cost of your PR efforts divided by the number of leads generated.
• Revenue Attributed to PR: Estimate the revenue generated from deals directly attributed to PR efforts.
• Calculate ROI: Use the formula: ROI = (Revenue from PR / Cost of PR Campaign) x 100

Tools to use: Spreadsheet software (Excel, Google Sheets), financial reporting tools

PR is an advantageous tool in the SaaS domain. It can help all types of companies, from early-stage startups to legacy brands, achieve various goals. Each PR strategy needs to be tailored to realize these goals and attract the intended audience. If you’re unsure how to leverage PR for your business, contact TripleDart for a free consultation. 

FAQs

1. What is the biggest benefit of SaaS PR?

Strong SaaS PR enhances brand authority and credibility, positioning your company as a thought leader in the industry.

2. How does PR impact SaaS sales cycles?

PR shortens sales cycles and accelerates deal closure by building trust and credibility through media coverage and thought leadership.

3. What are key SaaS PR measurement metrics?

Key SaaS PR metrics include media mentions, website traffic from PR placements, and the number of leads generated through PR campaigns.