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Marketing Strategies & How to Write a Marketing Plan For SaaS Companies


Starting a SaaS company can be an extremely lucrative endeavor, but it’s essential to have a well-thought-out marketing plan in place before you launch. This article will outline some essential marketing strategies for SaaS companies, as well as tips for writing an effective marketing plan. 

As the owner of a SaaS business, you know that having a good marketing plan is essential to your success. After all, without customers, your business will not survive.

But what goes into a good marketing plan? Below, we will go over some key components of a successful marketing plan for a SaaS business.


Key Components of a SaaS Marketing Plan

A great marketing plan has eleven sections as follows:

  1. Executive Summary
  2. Target Market Segments
  3. Unique Selling Proposition (USP)
  4. Pricing and Positioning Strategy
  5. Distribution Strategy
  6. Offers
  7. Marketing Materials
  8. Promotions Strategy
  9. Digital Marketing Plan
  10. Conversion, Referral, and Retention Strategy
  11. Financial Projections

We provide more detail for each of these key components below.


Executive Summary

The executive summary is a brief overview of your entire marketing plan. It should include your overview information from the other sections, such as your target market, unique selling proposition, key promotions strategies, and financial projections.


Target Market Segments

When marketing a SaaS company, it is important to identify your target market segments. Who are your most likely customers? Consider factors such as age, gender, income, location, and lifestyle when determining your target market segments.

For example, a SaaS business’ customers may include small businesses, entrepreneurs, or even large enterprises.

Break down each of these segments even further by considering their needs, wants, and pain points. For example, the needs of a SaaS business’ customers may include wanting to save time, money, or resources.

By understanding your target market segments, you will be better equipped to create marketing messages that resonate with them.


Unique Selling Proposition

Your unique selling proposition (USP) is what sets your SaaS company apart from other SaaS businesses. What do you offer that nobody else does?

For example, your USP could be that your software is the most user-friendly on the market or that it is the most affordable.

No matter what your USP is, make sure it is clear in your marketing materials. Your clients should be able to see immediately what makes you different from the other business in their area.


Pricing and Positioning Strategy

Your pricing and positioning strategy will be determined by your target market segments and your unique selling proposition.

For example, if your target market segments are small businesses or entrepreneurs, you may want to position yourself as an affordable option. On the other hand, if your target market segments are large enterprises, you may want to position yourself as a premium option.

No matter what your positioning strategy is, make sure your pricing strategy is competitive. Consider conducting a market analysis to see what other SaaS businesses with which you compete are charging for similar offerings.


Distribution Strategy

Your distribution strategy will determine how you get your product and service into the hands of your target market segments. There are many different channels you can use to distribute your product/service, such as online, brick-and-mortar, or through a partner.

It is important to consider the needs of your target market segments when determining your distribution strategy. For example, if your target market segments are small businesses or entrepreneurs, you may want to distribute your product online so they can easily purchase and download it.

Your distribution strategy documents how customers will buy from you. For example, will they buy directly from you in-person? Will they buy online? Will they purchase from your partners, distributors, etc. 



Providing offers through your business is a great way to entice customers to make a purchase. Consider offering discounts for first-time buyers or loyalty rewards for frequent customers. 

For a SaaS company, you may also want to consider offering a free trial of your product and service. This will allow potential customers to experience the value of your offering before they make a purchase.

Make sure your offers are clear and easy to understand. Include any terms and conditions in fine print so there are no surprises for the customer.


Marketing Materials

Your marketing materials should be based on your unique selling proposition and target market segments. They should be designed to grab attention and generate interest in your business.

Some marketing materials you might want to create include product brochures, flyers, and website banners. You will also want to make sure your branding is strong and consistent across all of your marketing materials.


Promotions Strategy

Your promotions strategy includes the methods you will use to attract new customers. It should generate excitement and encourage customers to try your business. 

SaaS businesses should consider the following promotional strategies:

  1. Host a webinar or online conference to introduce your product and its features.
  2. Give a free trial of your product to potential customers.
  3. Make a video about your product and post it online.
  4. Hold a contest or giveaway on social media.
  5. Sponsor an event or attend trade shows in your industry.


Digital Marketing Plan

In today’s digital age, it’s important to have a solid digital marketing plan. This will help you reach a wider audience and drive more traffic to your business.

Some digital marketing tactics you might want to use include search engine optimization (SEO), pay-per-click advertising, social media marketing, and email marketing. You will also want to make sure your website is mobile-friendly and easy to navigate.

SaaS businesses should consider the following digital marketing strategies:

  1. Search engine optimization (SEO)
  2. Pay-per-click advertising (PPC)
  3. Social media marketing
  4. Email marketing
  5. Content marketing


Conversion, Referral, and Retention Strategy

Your conversion, referral, and retention strategy should be designed to keep customers coming back. Consider offering loyalty rewards, referral discounts, and other incentives to encourage customers to continue using your business.

You will also want to make sure your customer service is top-notch. Respond quickly to any complaints or concerns, and always go above and beyond to exceed customer expectations.

SaaS businesses should consider the following conversion, referral and retention strategies:

  1. Offer loyalty rewards or discounts for referrals.
  2. Provide excellent customer service.
  3. Send regular emails with updates, tips, and special offers.
  4. Offer a free trial or money-back guarantee.
  5. Conduct customer satisfaction surveys.


Financial Projections

Lastly, you will need to create financial projections for your business. This will help you track your progress and ensure you are on track to meet your goals.

The key information to include in these financial projections are your monthly marketing expenditures and expected sales. Be sure to update your projections on a regular basis to reflect any changes in your business.

Financial projections for a startup SaaS business may include:

  • Monthly marketing expenditures
  • Expected sales
  • Break-even point
  • Profitability goals



There are many things to consider when creating a marketing plan for a SaaS business. However, if you take the time to develop a solid plan, you will be well on your way to success. 

By following these steps, you can develop a quality marketing plan that will help you successfully launch and grow your SaaS business. Remember to be creative, think outside the box, and always put your customers first. With a little hard work and dedication, you will be well on your way to success!