Considering the nature of their business, software-as-a-service (SaaS) companies often have a solid grasp of their online presence. But in terms of effective marketing, lead generation, and maintaining a competitive advantage, a handful of organizations stand out from the rest.
So, what software-as-a-service brands are crushing their digital game? We rounded up the top SaaS companies below.
1. Zendesk
Zendesk is a popular B2B (business-to-business) tool that helps ecommerce brands streamline and optimize customer service. The SaaS company leans on social media marketing to update and share valuable content and inform its users about product features and updates.
But what really sets Zendesk apart from the competition is a clever strategy involving the creation of a band called Zendesk Alternative. The faux musical group had social media profiles and even an audio presence on the internet. Within a couple of days, the company took over the number one search ranking for the keyword “Zendesk alternative.”
2. MailChimp
Once an email campaign tool, MailChimp has evolved into an all-in-one marketing and automation platform for businesses at every level. While the SaaS company excels at many things, it’s safe to say MailChimp is a master of digital marketing.
In its early years, the brand generated buzz by purposely mispronouncing its name in YouTube videos, podcast sponsorships, and other promotional content. The “Did you mean MailChimp?” campaign was arguably risky but ultimately brilliant, as it captured its audience’s attention, then left them to figure it out on their own.
Check out these B2B Marketing Trends for more ideas.
3. Squarespace
Squarespace is a robust, user-friendly website-building platform loved by startups and large enterprises alike. In the internet era, the SaaS company helped pave the way for freelancers, small businesses, and DTC (direct-to-consumer) merchants.
Much of its promotional content is right there on its website, an approach that has shown to be supremely effective. Squarespace’s landing page leverages everything from video marketing and testimonials to in-depth blogs and FAQs. When users visit the site to log in, they’re met with the latest features, templates, and capabilities.
4. Privy
Privy is a commerce tool for online merchants that use Shopify. The SaaS company connects with potential customers through many digital avenues, the most notable being its podcast, Ecommerce Marketing School.
The radio talk show takes a refreshingly unbiased approach to educating listeners about various tools and platforms for selling products online. Part of its brilliance lies in interviews with top-tier industry professionals, who share the episode and ultimately generate more brand awareness for Privy.
5. Slack
Instant messaging has been around for much longer than Slack, but the SaaS company has undoubtedly transformed internal business communication. With a keen understanding that corporations needed a way for teams to collaborate, the founders built the digital platform we all know and love.
For the most part, Slack relies on a single tried-and-true marketing method: testimonials. And it seems to be serving the B2B company quite well. Direct traffic accounts for nearly 95% of Slack’s website visitors.
Read our blog to learn about other B2B Brands Doing Digital Right.
6. Wistia
Wistia is a video-hosting platform for B2B marketers. Taking a page from its own book, the SaaS company leans on video marketing to expand its audience and gain a competitive advantage.
Wistia Studios, its in-house production department, has a structured yet effective mandate for each piece it produces. The guidelines are in part to thank for Wistia’s wildly popular and award-winning docuseries, One, Ten, One Hundred.
SaaS Digital Marketing Agency
Feeling inspired by these incredibly clever approaches? Contact our SaaS digital marketing agency to get started with your own promotional strategy.
