SaaS Marketing Channels: Crafting Your Optimal Marketing Mix

Much like fingerprints, SaaS playbooks are unique to individual businesses. A B2C SaaS company aiming to simplify home budgeting might leverage Instagram's visual appeal and engaging explainer videos to capture attention. On the other hand, a complex B2B CRM solution might experience faster growth through targeted email campaigns and in-depth content that showcases its features and industry expertise.

This blog post explores various marketing channels available to SaaS companies, helping you identify the ones that resonate best with your target market. We'll explore direct and indirect channels and their pros and cons. Buckle up, SaaS marketers—let's craft a winning playbook for your business!

SaaS Marketing Channels 

SaaS companies can reach their target audience through two primary channels: direct and indirect.

Direct Marketing Channels

Direct marketing channels can further be classified as inbound and outbound channels. 

Inbound channels focus on creating valuable content, building relationships with the target audience, and attracting them to your business organically. This involves strategies like SaaS content marketing, SEO, social media, and email marketing. 

On the other hand, outbound channels involve actively reaching out to potential customers through more traditional methods such as cold calling, advertising, and direct mail. While outbound marketing can be effective, it can also be intrusive and less likely to resonate with customers who value their privacy. Let’s break this down further.

Inbound SaaS Marketing Channels

Here are some of the most popular and successful SaaS inbound marketing channels:

1. Search Engine Optimization (SEO)

One of the most effective inbound marketing methodologies is search engine optimization which improves a SaaS company's website visibility in search engine results pages (SERPs) for relevant keywords. This involves optimizing various aspects of the website, including on-page elements, content, technical structure, and user experience to ensure it ranks higher in search results and attracts organic traffic.

SmallPDF, a PDF editing and conversion tool, targeted high-volume keywords like "Word to PDF" and published free tools for users. Localization efforts(publishing tools in various languages like Portuguese and Indonesian) contributed to their annual revenue of $2.2 billion.

Pros:

• High visibility through search engines, a key research tool in SaaS.
• Scalable long-term results with less ongoing maintenance. 

Cons:

• Challenging due to technical complexities requiring expertise. 
• Limited chances of quick success against brands with high domain authority. 

Best suited for: SaaS business working with a low budget but can allocate the expertise, and resources for growth in this channel.

2. Content Marketing

Content marketing is a strategic approach to creating and sharing relevant content. This content aims to educate, entertain, or inspire potential customers, ultimately leading them to your SaaS product as a solution. 

HubSpot, a leading marketing automation platform, is a prime example of how content marketing can fuel SaaS success. They’ve addressed a range of topics from guides like “Ultimate Guide to Content Creation” to tutorials on “How to do Email Marketing with Hubspot”.

Pros:

• Flexible in goal setting as it can help generate brand awareness, MQLs (marketing qualified leads), or SQLs (sales qualified leads). 
• High returns with minimal maintenance, creating a snowball effect 

Cons:

• Time-consuming to create high-quality content and maintain consistency for measurable results.

Best suited for: SaaS businesses looking to establish their base in the digital space and build long-term visibility through organic growth strategies.

3. Social Media Marketing

According to IDG, 84 percent of C-level and VP-level buyers are influenced by social media when purchasing. By leveraging the power of social media, businesses can distribute high-quality content in different formats like videos, infographics, and blogs to build brand awareness. Leverage social media platforms like LinkedIn, Facebook, and TikTok to engage with your audience and foster a sense of community. 

Chilli Piper uses a fun, quirky tone to attract and engage a wide audience on LinkedIn:

Pros:

• Cost-effective marketing strategy to reach and engage a wider audience.
• Since it is an owned channel it provides valuable insights into customer behavior— audience demographics, customer sentiment, and trending topics.

Cons:

• Time-consuming due to the need for consistent engagement. 
• Declining organic reach on platforms like LinkedIn and Instagram, due to increased focus on paid content.

Best suited for: A SaaS business aiming to strengthen its brand and engage with both current customers and new prospects.

4. Email Marketing

Email marketing is a form of direct marketing strategy that involves sending electronic messages to a list of subscribers. It's a powerful tool for businesses to build relationships with existing customers, promote products or services, and drive sales.

Whale Mail by TripleWhale is an engaging newsletter that addresses various tactics and benchmark metrics for e-commerce companies.

Pros:

• High ROI compared to other marketing channels.
• Allows for personalization and segmentation.

Cons:

• Ineffective without a clean email list and top-notch content.

• Risk of being spammy if not executed properly.

Best suited for: SaaS organizations seeking to enhance customer engagement and drive revenue through targeted communication. 

5. Webinars

Webinars typically involve a live presentation, often accompanied by audio and video, where an expert or presenter shares knowledge or information with a remote audience. SurferSEO Academy managed to strengthen a network of professionals due to this approach. 

Pros:

• Effective for generating leads and demonstrating your expertise.
• Offers opportunities for audience interaction.

Cons:

• Time-consuming to plan and execute.
• Requires a suitable platform and technical setup.

Best suited for: SaaS companies who want to establish themselves as thought leaders, while educating their target audience to generate leads.

6. Video Marketing

It is a type of marketing strategy that involves creating and sharing videos to promote a product, service, or brand. Airtable effectively utilizes video marketing by incorporating explainer videos throughout its website and sharing them on its marketing channels to boost conversions. 

Pros:

• Highly engaging and can improve user experience.
• Easily sharable on various platforms and repurposed for other content formats.

Cons:

• Costly to produce high-quality videos.
• Requires technical skills to edit and upload.

Best suited for: SaaS businesses aiming to produce visually appealing, easily accessible content and have the time and resources to create quality videos.

7. Podcasts

Podcasts are audio programs that cover a wide range of topics, from tips and playbooks to expert interviews.

Refyne, a financial wellness platform from India, built a strong network of HR professionals through its podcast - “the Human Link”.

Pros:

• Excellent for building a community and establishing yourself as an expert.
• Highly versatile, allowing content to be repurposed for various formats.

Cons:

• Requires consistent production and editing.
• Time-consuming to build a following.

Best suited for: A SaaS business that wants to create in-depth content and engage with a niche audience without being constrained by tight timelines. 

Outbound Sales Marketing Channels

Let’s dive into the successful outbound channels in SaaS: 

1. Cold Emailing

Outbound email marketing is the process of reaching out to potential customers with personalized emails who have not expressed prior interest in your product or service.
Pros:

• Cost-efficient and highly targeted.
• Allows for personalization.

Cons:

• High success rates are uncommon.
• Requires a large email list.

Best suited for: SaaS companies with a well-defined target audience and a strong email list.

2. Telemarketing

Another traditional outbound marketing channel is telemarketing which consists of reaching out to potential customers by phone to generate more leads. It's a great tool used by companies that are just starting out and don't have a way to vet or refine their audience list. 

Pros:

• Highly effective for immediate responses because of the direct interaction without a complex marketing funnel.

• Quickly generates qualified leads because it jumps through hoops directly to sales interactions without qualifying leads. 

Cons:

• Has a high cost per lead because it needs an expensive set up whether it is a dedicated sales team or outsourcing to contact centers.

Best suited for: SaaS companies that can spend more time and resources on customer acquisition and are supported by sales representatives skilled at cold calling.

3. Account-Based Marketing (ABM)

ABM is an outbound marketing strategy that involves targeting specific, high-value accounts with personalized messaging and outreach efforts. This targeted approach aims to build strong relationships and drive sales within these selected accounts, rather than relying on a broader, less focused approach.

Pros:

• Highly personalized and targeted, resulting in reduced customer acquisition costs.

• Generate high-quality leads and sales through tailored communication.

Cons:

• Requires significant resources like dedicated software investment or paid database to form a base.
• Due to the software and expertise required it is time-consuming to implement and manage ABM campaigns

Best suited for: SaaS companies with access to robust software tools or databases that can support extensive ABM campaigns. 

4. Events (Trade Shows, Conferences)

Outbound marketing strategy that involves participating in industry events like tradeshows and conferences to network with potential customers and also help reach industry leaders, and companies in adjacent industries. 

Pros:

• Accelerates lead generation significantly compared to digital methods, allowing for quick connections.
• Enhances brand visibility and fosters personal relationships through face-to-face interactions.

Cons:

• Costly to attend and participate, including travel, booth setup, and registration fees.
• Requires extensive planning and preparation to maximize impact and ensure a successful presence.

Best suited for: SaaS companies that want to increase brand visibility and generate MQLs in specific industries or markets through direct interactions. 

5. Pay-Per-Click (PPC) Advertising

PPC advertising involves paying for ads to appear at the top of search engine results pages or other platforms. 

Pros:

• Highly targeted approach, delivering immediate results and quick visibility to the right audience.
• Easily measurable, providing detailed analytics to track performance, optimize campaigns, and ensure effective spending.

Cons:

• Costly to implement over time, especially in competitive industries where the cost per click can escalate rapidly. 
• Requires expert oversight for ongoing management, optimization, and effective performance.

Best suited for: SaaS companies looking to drive immediate traffic and target specific demographics through measurable advertising efforts. 

Indirect Marketing 

Indirect marketing can be particularly effective for businesses that have reached a plateau in their growth and need to explore new avenues for expansion. By leveraging other businesses and platforms you can tap into their existing customer base and potentially cross-sell or upsell your products or services. It helps increase reach while strengthening existing relationships that your partners have built over time. Here are some of the most popular indirect marketing methods: 

1. Online Marketplaces

Up to 34% of consumers make an online purchase at least once a week. Online marketing involves listing your SaaS product on online directories or industry-specific marketplaces. These marketplaces have established themselves as trusted brands with great credibility. Some popular SaaS marketplaces include Capterra, G2, and AppExchange.

Pros:

• Increased exposure to a broader audience by being featured on trusted platforms.

• Enhanced credibility through association with trusted marketplaces, boosting customer trust. 

Cons:

• Low profitability because of the listing, transaction or subscription fees charged by these marketplaces.

• Limited control over branding and customer interactions, as the marketplace dictates presentation.

Best suited for: SaaS companies with high profit margins who want to expand their reach and penetrate new markets.

2. Referral Marketing 

Referral marketing leverages your relationship with your satisfied customers and converts them to brand advocates. This strategy capitalizes on existing relationships, as recommendations from trusted sources can significantly influence potential buyers.

Pros:

• A cost-effective way to generate leads, as referrals often come with minimal marketing expenses.
• High conversion rates since prospects are more likely to trust recommendations from friends or colleagues.

Cons:

• Relies on customer satisfaction and willingness to refer which takes time to establish.

• May require complex planning and groundwork in terms of ongoing incentive programs to initiate referrals.

Best suited for: SaaS companies with a high level of customer satisfaction, positive reviews, and testimonials online.

3. Affiliate Marketing

Affiliate marketing is a performance-based marketing strategy where businesses pay affiliates a commission for driving qualified traffic or leads to their website. You can collaborate with influencers directly or join affiliate networks that give you access to a community of influencers.

Pros:

• Increased reach with access to new audiences and markets.

• Cost-effective than other strategies like paid ads because you only pay for results.

Cons:

• Requires careful management of affiliate resources and complex tracking setup to measure results.
• Difficult to find suitable affiliates with reach in separate niches.

Best suited for: SaaS companies that have reached a plateau in their growth and need to explore new avenues for expansion without increasing CAC by a large margin.

4. Partnerships

Collaborating with other businesses in parallel industries to create joint content, cross-promote products, or offer bundled solutions. For example, an ABM tool can collaborate with sales intelligence software to create a comprehensive database or they can collaborate with CRMs to create an end-to-end solution for more economical prices.

Pros:

• Increased reach and visibility due to improved offerings and increased reach

• Shared resources and expertise from different industry leaders in parallel domains.

Cons:

• Requires strong business relations and skillful negotiation for beneficial alignment.

• May reduce bottom-line profits as it involves sharing revenue or profits.

Best suited for: SaaS companies that want to strengthen their position in the market and build relationships with other businesses.

5. Public Relations

Building relationships with media outlets to generate press coverage and media mentions. You can use press coverage of new funding to attract more interest and build trust in investors and team members alike or even boost credibility by announcing awards and recognition.

Pros:

• Increased brand visibility by using communication channels with the highest reach.
• Can lead to quick sale conversions.

Cons:

• Can be time-consuming and resource-intensive.

• Requires dedicated experts with strong media relations skills.

Best Suited for: SaaS companies that want to establish themselves as thought leaders in their industry.

6. Reviews and Ratings

Even as consumers, you’re bound to look at online reviews on any platform whether it is a D2C website or marketplace before you make a purchase. SaaS products are no different- encouraging customers to leave reviews and ratings of your product on online platforms improves your online reputation and increases chances of conversion.

Pros:

• Builds trust and credibility among buyers and improves SEO.
• Generates social proof which helps buyers trust your product.

Cons:

• Building an online reputation through reviews and ratings requires consistent monitoring and management of review platforms and comments on social media, and marketplaces for better reputation management online.

Best Suited for: SaaS companies that prioritize customer satisfaction and want to build a strong reputation with social proof primarily.

7. Communities

From the beginning of the Covid-19 pandemic, there was an 81% uptick in online community engagement. This is because it provides a sense of community without the negative effects that are often associated with social media addiction, a sense of FOMO, etc. Building and nurturing online communities around your product or industry is a great marketing strategy. Use popular platforms like Reddit, Discord, etc to achieve the best results.

Pros:

• Fosters customer loyalty by creating a sense of belonging.
• Provides valuable feedback and insights through honest and unfiltered discourse that happens in these safe spaces.

Cons:

• Much like reviews and ratings, it requires ongoing management and moderation.

Best suited for: SaaS companies that want to use unconventional and upcoming marketing channels for their business. 

8. Influencer Marketing

Being backed by an influencer online works much like brand ambassadors in traditional advertisements. They add a sense of credibility to the brand when an influencer backs the product. 

Pros:

• Quick entry into niche markets or communities with added credibility.

Cons:

• Can be expensive to collaborate with good influencers as they charge high rates.
• Requires careful selection of influencers that align with your product and brand message as well.

Best suited for: SaaS companies that want to target specific demographics or niches.

Factors to Consider When Picking SaaS Marketing Channels

There are several factors to consider when picking the right marketing channel for your business:

1.Stage of Company and Business Goals

Depending on the stage of your company your priorities will change. Early-stage startups should focus on building brand awareness and acquiring initial customers through channels like content marketing, social media, public relations, and online communities. Companies scaling customer acquisition should use paid advertising, partnerships, and account-based marketing (ABM). Enterprises should prioritize customer retention with customer success and loyalty programs or even leverage referral marketing.

2.Cost Factor

Consider your budget when selecting marketing channels. Some channels, like paid advertising, can be expensive, while others, like content marketing, may require more time and resources.

3.Target Audience Behavior

Understand how your target audience behaves online. Do they prefer social media, email, or search engines? Tailoring your marketing channels to their preferences will increase your chances of reaching them effectively.

4.Organic Reach

While organic reach on social media platforms has declined, it can still be a valuable channel for building brand awareness and engaging with your audience. However, paid advertising may be necessary to reach a wider audience.

Pro Tip: A combination of marketing channels gives the best results. Diversify your efforts to reach a wider audience and gain valuable insights from multiple sources instead of a single source. 

5.Measuring Success of Marketing Channels

To measure the success of your marketing channels, track key metrics such as return on investment (ROI), customer acquisition costs (CAC), and customer lifetime value (CLTV). Utilize analytics tools to gather data and insights. Conduct A/B testing to compare different marketing approaches and identify the most effective strategies. Ultimately, the success of your marketing channels should be measured against your overall business goals.

Let TripleDart Help Select the Right Channels

Many marketers struggle to identify the most effective marketing channels because they lack a broader perspective. Driven by key metrics rather than business goals, they may overlook opportunities or invest in ineffective strategies. A third-party perspective from a successful marketing agency can provide valuable insights and save time and resources.

The TripleDart team offers expertise in SaaS marketing channel selection. We can help you identify the right channels, develop effective strategies, and measure your success. Contact us today to learn more and schedule a consultation today!