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SaaS marketing guides
Practical explanations and option guides for specific SaaS marketing decisions, organized by topic.
60 resources on this page
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SaaS Marketing 3
- How to build a SaaS marketing strategyA strategy is eight decisions, not a tactic list. ICP, motion, positioning, channels, budget, funnel math, team and review cadence, with a 90 day sequence.
- Marketing software as a serviceEleven ways marketing a subscription product differs from marketing anything else, from free product access to the fact that churn cancels your best quarter.
- The SaaS marketing frameworkFive layers from market to measurement, each ending in a dated artefact someone owns, plus a diagnostic that routes your growth symptom to the layer at fault.
B2B SaaS Marketing 4
- How to Build a B2B SaaS Marketing StrategyA strategy built from five decisions: ICP, positioning, GTM motion, channel mix and budget, each keyed to your contract value, sales cycle and stage.
- How to Market to a B2B SaaS Buying CommitteeMap the six to eleven people in a software deal, then build the assets each one needs: champion kits, business cases, security answers, procurement help.
- The B2B SaaS Marketing Funnel, Stage by StageEvery funnel stage with a conversion benchmark beside it, from visitor to lead to closed won, plus the post-sale half most funnel diagrams leave off.
- B2B SaaS Sales Cycle LengthMedian cycle length by contract value, the five things that actually stall deals, and the marketing assets that cut weeks out without discounting.
SaaS Content Marketing 3
- How to build a SaaS content marketing strategyA nine step process for building a SaaS content strategy, from coverage map to publishing cadence, distribution plan and a pipeline target for every piece.
- SaaS content strategy: coverage, point of view and sequencingHow to pick the five problems you can own, build a defensible point of view, and sequence coverage so the early pages pay back before the slow ones do.
- B2B SaaS content marketingContent built for six person buying groups: what each role reads, the pre shortlist page set, and the security and procurement assets that quietly close deals.
SaaS SEO 3
- Bottom of funnel SEO for SaaSFind and build the high intent SaaS pages that produce trials: six query patterns, a page template, internal linking and conversion rates by page type.
- SaaS keyword researchA repeatable SaaS keyword research process: seed sources, four intent tiers, a pipeline value score per keyword, and a map writers can work from.
- Programmatic SEO for SaaSBuild SaaS page sets Google actually indexes: data sources, template design, uniqueness thresholds, internal link plumbing and the scaled content rules.
SaaS Demand Generation 3
- Demand creation vs demand captureThe real difference between creating and capturing demand, how to split budget between them by company stage, and the separate metrics that prove each one works.
- B2B SaaS demand generation strategyA complete demand generation strategy for B2B SaaS: segment selection, offer design, channel mix, routing, honest measurement and quarterly pipeline targets.
- Demand generation for SaaS startupsWhat demand generation looks like before traffic, budget or brand exist: the first three channels, founder led distribution, and the first 50 opportunities.
SaaS Lead Generation 3
- B2B SaaS lead generationEvery B2B SaaS lead source rated on cost per lead, lead to opportunity rate and time to first lead, plus the conditions each channel needs to work.
- The B2B SaaS lead generation funnelThe six stages a B2B SaaS lead passes through, the conversion rate to expect at each, and how to find the stage that is quietly losing your pipeline.
- Lead generation by company stageWhat lead generation should look like at pre revenue, 1M, 10M and 50M ARR, with the headcount, the budget share and the one source you should add next.
SaaS PPC and Paid Ads 4
- Google Ads for SaaSHow to run Google Ads for a subscription product: the campaign types that survive, CPC ranges by category, target CPA derived from ACV, and honest tracking.
- SaaS Google Ads account structureA campaign structure for SaaS search accounts: intent tiers, brand isolation, budget caps per tier, and why SKAG splitting now starves smart bidding of data.
- SaaS PPC keyword researchBuild a SaaS paid search keyword list in four intent tiers, price each tier against close rate, and cut the category terms that never turn into pipeline.
- Branded search defense for SaaSHow much to spend defending your brand terms, how to measure real incrementality with a four week geo holdout, and when pausing brand ads costs you almost nothing.
SaaS Email Marketing 2
- SaaS Email Marketing StrategyBuild a SaaS email strategy from lifecycle stages instead of campaigns, with a stage map, trigger inventory, send budget per user and a KPI for each stage.
- B2B SaaS Email MarketingLifecycle email built for accounts rather than leads, with role tracks for champion, admin and security reviewer, account triggers and a clean sales handoff.
SaaS Product Marketing 2
- SaaS Positioning FrameworkWrite SaaS positioning with the five component method: competitive alternatives, unique attributes, value, best fit customers and market category.
- SaaS Messaging FrameworkTurn positioning into a messaging hierarchy: value themes, proof points, objection handling and the exact copy that lands on the homepage and in decks.
SaaS Growth Marketing 4
- How to Build a SaaS Growth ModelBuild the equation that drives your SaaS: inputs, conversion rates, retention and loop multipliers, plus a worked model for a $4M ARR product you can copy.
- Growth Loops for SaaSWhat a growth loop is, the four loop types that work in SaaS, how to compute loop output and cycle time, and why funnels stop compounding after Series A.
- SaaS Growth Strategies That Actually CompoundFourteen SaaS growth strategies scored by ACV band, stage and time to payback, so you can pick three and drop the rest instead of running all of them badly.
- B2B SaaS GrowthThe six levers that change a B2B SaaS growth rate, how to diagnose which one is binding, and what top quartile numbers look like at each stage of the model.
SaaS Pricing 3
- SaaS Pricing Models ComparedNine SaaS pricing models with the economics of each, when seats break, when usage wins, and a decision tree keyed to ACV, gross margin and sales motion.
- How to Choose a Value MetricA four test method for picking a value metric that grows with customer value, with examples from Slack, Snowflake, HubSpot, and Figma, plus failure signals.
- Usage Based Pricing for SaaSHow to design credits, commits and overages without wrecking the forecast, with retention data on usage versus seats and a migration path off flat fees.
SaaS Sales 4
- Choosing a SaaS sales model by ACVFour sales models priced out by ACV band, with rep cost, quota rules, cycle length and the revenue point where each one starts to pay for itself.
- Self serve sales and when to add humansHow self serve SaaS actually closes revenue, the usage signals that justify a sales assist rep, and the handoff rules that stop sales from taxing the funnel.
- Inside sales for mid market SaaSThe remote model for $15K to $60K deals: team ratios, call volume, stage exit criteria and the marketing support that keeps cycles under 90 days.
- The enterprise SaaS sales processA stage by stage enterprise process with exit criteria, buying committee mapping, security and procurement steps, and the six places six figure deals stall.
SaaS Branding 3
- SaaS brand strategyA brand strategy for software built from six decisions, with a worked example, the artefacts each one produces, and the tests that prove it is working.
- SaaS brand marketingWhen brand marketing earns budget in a SaaS company, the 60/40 split adapted for B2B, and the programs that move recall rather than impressions.
- Category design for SaaSHow software companies design a category, the four conditions that have to be true first, and a step by step build from problem name to analyst coverage.
SaaS Metrics and Analytics 2
- How to Calculate CAC for SaaSThe CAC formula most SaaS teams get wrong, which costs belong in the numerator, blended vs paid vs new-customer CAC, and three worked examples with real numbers.
- CAC Payback PeriodThe formula, why gross margin belongs in it, benchmark bands from 6 to 24 months by stage, and the five levers that actually move payback for B2B SaaS teams.
SaaS Social Media 2
- LinkedIn Marketing for SaaSThe LinkedIn system that works for B2B SaaS: personal accounts over the company page, post formats that convert, and how to tie reach to real pipeline.
- Building a SaaS Social Media StrategyBuild a SaaS social strategy you can staff: how to pick two channels, set cadence, split founder and brand content, and report results to the board.
SaaS Customer Marketing 2
- Customer onboarding marketing for SaaSMarketing's job in the first 30 days: welcome campaign architecture, time to value instrumentation, segmenting by ACV, and the handoff contract with CS.
- Mapping the post sale customer journeyMap the post sale journey with entry and exit criteria, event instrumentation and a trigger table, plus worked maps for 12K and 120K ACV SaaS companies.
SaaS Marketing Agencies 3
- B2B SaaS Marketing AgencyHow B2B SaaS agencies differ from generalists, what a $10K, $15K and $25K retainer buys in hours and deliverables, and which ACV bands each model fits.
- SaaS Agency Engagement ModelsThe five ways SaaS agencies sell work, what each costs per month, the hours behind the number, and which model fits a seed team versus a Series C one.
- Choosing a SaaS Marketing AgencyA three week selection process with scoring weights, the eight questions that expose a weak shop, reference call scripts and how to verify case study numbers.
SaaS Market and Industry Data 4
- Global SaaS Market SizeWhat the global SaaS market is really worth, why Gartner, IDC and Statista disagree by hundreds of billions, and which number belongs in your board deck.
- SaaS Market Growth RateThe SaaS market growth rate by segment and region, how the major forecasts were built, and why headline CAGRs run ahead of what vendors actually report.
- SaaS Industry GrowthSaaS industry growth broken into vendor revenue, headcount, funding and net new ARR, with the slowdown from the 2021 peak charted against public filings.
- B2B SaaS Market SizeHow large the B2B SaaS market is, how it splits across horizontal and vertical categories, and what share the top 20 vendors already hold in each segment.
SaaS Marketing Tools 3
- Marketing automation for SaaS companiesHow SaaS teams pick and wire marketing automation, with platform costs at 10k to 1M contacts, the events you must track first, and the setup mistakes that ruin data.
- HubSpot for SaaS companiesWhat HubSpot really costs a SaaS team at 10k, 50k and 250k contacts, the SaaS specific limits it hits, and the signals that it is time to move.
- Choosing a CRM for a SaaS companyA CRM selection process for SaaS teams: object model for trials and expansion, real seat costs, migration effort, and when switching platforms is worth it.
SaaS Marketing Careers 3
- SaaS marketing roles explainedFourteen SaaS marketing roles with the outcome each one owns, the metrics they report, typical pay bands, and the ARR stage where each hire pays off.
- How to structure a SaaS marketing teamOrg designs for SaaS marketing teams at 1M, 10M, 50M and 100M ARR, with headcount ratios, reporting lines, and the order in which to add each seat.
- The first marketing hire at a SaaS startupWho to hire first in SaaS marketing, what the role owns in its first two quarters, realistic pay and equity, and the candidate profiles that fail at seed.
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