141 resources · page 1 of 3
SaaS Marketing library
Choose a specific task, or start with the saas marketing topic guide.
- LessonMap the SaaS customer journeyExplain how acquisition, activation, retention and expansion connect before choosing a marketing tactic. Complete the exercise, produce a working artifact and review it against a practical rubric.
- HubSaaS marketingWhat SaaS marketing is, how it differs from other B2B marketing, and the motions, benchmarks and channel math behind every decision, with sources attached.
- LessonChoose a workable go-to-market motionMatch evaluation and buying complexity to the amount of human assistance the economics can support. Complete the exercise, produce a working artifact and review it against a practical rubric.
- GuideHow 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.
- LessonConnect customer fit, offer and messageBuild a message from a real customer situation and a product capability that changes the outcome. Complete the exercise, produce a working artifact and review it against a practical rubric.
- GuideMarketing 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.
- LessonBuild a bounded channel and budget planAllocate a realistic test budget to channels connected to the customer's buying behavior. Complete the exercise, produce a working artifact and review it against a practical rubric.
- GuideThe 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.
- GuideThe SaaS marketing funnelEvery funnel stage with the conversion rate that counts as normal, why published SaaS website conversion spans 1.1% to 7.6%, and which leak to fix first.
- GuideHow to define your SaaS target marketBuild a SaaS ICP from firmographic, technographic and behavioural criteria, add a negative ICP, then size the segment by counting named accounts.
- GuideSaaS channel strategyScore marketing channels on intent, volume, cost per opportunity and time to signal, with viability bands by ACV and a rule for killing a channel.
- GuideSaaS distribution strategyHow software actually reaches buyers: direct self serve, sales, app marketplaces, cloud marketplaces, resellers and embedded partners, with margin and effort.
- GuideSaaS marketing costsReal 2026 costs for people, tools, ads, content, events and reviews at three company sizes, plus what a fair test costs before you can judge a channel.
- GuideSales and marketing as a percentage of revenueWhat SaaS companies actually spend by stage, funding type and growth rate, why bootstrapped and venture backed numbers differ, and how to defend your number.
- GuideSaaS digital marketingSearch, paid, email, social, review sites and communities compared on cost, payback and time to signal, with the sequence to turn them on as you grow.
- GuideSaaS promotion strategyHow to promote a SaaS product without training buyers to wait for discounts: offer design, launch moments, trial extensions and annual plan incentives.
- GuideHow to scale SaaS marketingWhat breaks when you double marketing spend, the order to add channels and people, and the payback guardrails that tell you to stop before CAC runs away.
- GuideSaaS company marketing by stageWhat marketing owns at each funding stage, the one metric that matters, the team shape, and the tactic that stops working at the next stage of growth.
- GuideSocial proof for SaaSWhich proof assets move conversion, how many reviews you need before buyers trust you, and where to place proof on a page so it does actual work.
- GuideProduct market fit for SaaS marketersHow to tell if a SaaS product has market fit before you scale spend, using retention curves, the 40% test, sales cycle drift and organic pull signals.
- GuideSaaS field marketingWhen in person marketing beats digital for software, what a 12 person dinner costs and returns, and how to measure field pipeline without fooling yourself.
- GuideWhat SaaS means in marketingThe phrase means two different things: marketing a SaaS product, and SaaS tools used by marketers. Here is how to tell which one a page or job ad means.
- GuideSaaS strategy for marketersThe business model decisions that set marketing's targets: pricing model, motion, segment and gross margin, and what each one forces you to do next.
- GuideBuild a SaaS marketing modelBuild the model that turns traffic, conversion rates and sales cycle into pipeline and ARR, with the eight inputs that matter and sensitivity ranges.
- GuideSaaS marketing essentialsThe twelve things a new SaaS marketer has to understand in week one, from recurring revenue math to who actually signs the contract in a buying group.
- GuideSaaS marketing mistakesFourteen failure modes with the early warning sign for each, from channel monogamy and premature ABM to PLG cargo culting and vanity metric reporting.
- GuideSaaS marketing for foundersWhat a founder should do personally in the first year, what to outsource, and the three signals that say it is time to hire a marketer instead of coping.
- PlaybookSaaS startup marketing playbookA week by week plan for the first 100 customers: manual outreach, narrow ICP, one channel, and the activation work that makes the next 100 cheaper.
- PlaybookMicro SaaS marketing playbookA realistic marketing routine for a solo or two person SaaS: the three channels that work at this size, the ones that cannot, and a weekly time budget.
- PlaybookB2C SaaS marketing playbookWhere consumer SaaS breaks the B2B rulebook: impulse signup, app store discovery, monthly churn near 5 percent, paid social math and win back sequences.
- PlaybookVertical SaaS marketing playbookMarketing software to dentists, contractors, restaurants or law firms, where the TAM is 12,000 accounts, search volume is thin and associations rule.
- PlaybookSaaS marketing with no budgetA 30 day plan using only time: 25 customer conversations, one rewritten homepage, three comparison pages, community participation and a review push.
- PlaybookSaaS go to market strategyChoose a motion with a decision tree keyed to ACV and complexity, then sequence the launch: segment, offer, proof, channel, handoff and the first 90 days.
- PlaybookSaaS international expansion playbookMarket selection scoring, when to localise instead of translate, payment and pricing changes by region, and the CAC and cycle differences to expect.
- ListThe best SaaS marketing strategiesSixteen strategies ranked by cost, time to signal and payback, with the ACV band each one fits and the three that are wrong for most companies.
- ListSaaS marketing ideasForty ideas grouped by the hours they take, from a one hour pricing page fix to a two week comparison page build, each with the outcome to expect.
- ListSaaS marketing examplesEighteen documented examples with the tactic, the numbers where they are public, and what a smaller company can copy without the same budget or brand.
- ListSaaS marketing on RedditThe recurring arguments in r/SaaS and r/B2BSaaS, which advice holds up against benchmark data, and how to participate without getting your account banned.
- ListSaaS marketing channels, rankedFourteen channels with the cost per lead, time to first signal, payback window and ACV band where each one works, plus when to turn each one on.
- ListSaaS marketing trendsNine shifts with evidence, including AI answer engines as a referral source, rising CAC, the retreat of the MQL and the move from seats to usage pricing.
- ListSaaS marketing books, newsletters and podcastsA short vetted list of SaaS marketing books, newsletters and podcasts: what each is good for, who should skip it, and the one idea worth taking.
- ListSaaS marketing experts worth followingPractitioners whose advice holds up, what each is genuinely expert in, where their advice does not transfer, and the piece of theirs to read first.
- ComparisonSaaS marketing vs traditional B2B marketingSeven real differences, with the three that every article claims and do not survive scrutiny, and what recurring revenue actually changes about the job.
- TemplateSaaS marketing plan templateA ten section plan template plus a filled in example for a $9M ARR SaaS company: targets, channel budget, owners, stop rules and the quarterly review agenda.
- TemplateICP template for SaaSA fillable ICP with 22 fields across firmographic, technographic, behavioural and trigger criteria, plus a negative ICP and two completed examples at different ACVs.
- TemplateSaaS marketing budget templateA budget planning worksheet covering people, programs, tools and ads, with illustrative scenarios and a visible method for checking payback.
- ExampleA worked SaaS marketing strategy exampleA complete strategy for a 4M ARR, 24K ACV company: the decisions, the numbers, the channel plan and the quarter by quarter targets, written out in full.
- ExampleNotion marketing strategy teardownA teardown of template libraries, ambassadors, education pricing and the free tier, with an honest note on which parts a smaller company can copy.
- CourseSaaS marketing foundations courseFour lessons covering how SaaS marketing works, choosing a motion, building an ICP and message, and planning channels and budget, with worksheets included.
- DefinitionBowtie funnelUnderstand bowtie funnel in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- DefinitionBuyer personaUnderstand buyer persona in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- ChecklistFirst 90 days marketing lead checklistBuild context, establish measurement and choose a small set of executable priorities. Work through 10 checks, record evidence and owners, and save an editable copy.
- CalculatorFree trial versus freemium scenario calculatorCompare first-period gross contribution for two signup models using your own acquisition and conversion assumptions. See the formula, change the inputs and save your results.
- ComparisonFree trial vs freemium for SaaSCompare free trial and freemium for SaaS: where each fits, the tradeoffs to test and a practical decision process.
- DefinitionGo-to-market fitUnderstand go-to-market fit in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- DefinitionGo-to-market motionUnderstand go-to-market motion in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- DefinitionIdeal customer profileUnderstand ideal customer profile in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- DefinitionLand and expandUnderstand land and expand in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- ComparisonProduct-led vs sales-led growth for SaaSCompare product-led growth and sales-led growth for SaaS: where each fits, the tradeoffs to test and a practical decision process.
- ExampleReading Basecamp's public product messageBasecamp's public product presentation can be used to study how a company explains a collaboration offer and its working philosophy. The analysis concerns visible communication, not hidden acquisition results. Review the situation, the decisions and the limits before applying the pattern.
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A downloadable index of templates, checklists, calculators, research guides and category-specific working plans.