Software-as-a-service plays a crucial role in the daily operations of most companies. While SaaS often sells itself, you can’t always rely on other businesses needing services—especially in an increasingly saturated market.

To gain (or maintain) a competitive edge, you’ll need a robust marketing strategy. But what does this mean, exactly, and where should you start? Consider this your guide to marketing for SaaS.

7 Components of SaaS Marketing

From SEO, paid media, and reviews to social media, lead nurturing, and customer journey mapping, most SaaS marketing strategies revolve around content marketing. And while content is definitely still king, it’s not the only piece of the puzzle. Here’s what you should know.

People mapping out customer journey with post its.

Customer Journey Mapping

The customer journey starts with the first instance of brand awareness and goes far beyond generating a conversion. Here are the general stages:

  1. Customer Awareness
  2. Brand Consideration
  3. Conversion
  4. Brand Loyalty
  5. Advocacy

In the software-as-a-service industry, it can take upwards of a year to close a deal (aka get a conversion), and that’s only the halfway mark. Mapping the customer journey can help you optimize each stage and ultimately generate more conversions.


If content is the foundation of an effective marketing strategy, SEO is the pillar. Short for search engine optimization, it’s a comprehensive approach to boosting your search engine rankings and ultimately driving more conversions.

SEO for SaaS companies starts with a technically sound web presence and on-page technical elements that are primed for search success. From there, on-going SEO efforts should involve user-focused web copy, blog posts and white papers with relevant keywords, video content, ongoing link analysis, and a complete Google My Business profile—just to name a few.

Paid Media Perfection

While SEO focuses on improving organic search rankings, most SaaS companies implement some paid media to give the brand a digital boost. There are lots of paid media options for SaaS companies, with Google AdWords, programmatic advertising, LinkedIn ads, and display ads often having the best performance for B2B.

For a deeper dive into this topic, check out our guide on How B2B Companies Can Leverage Paid Media for Success.


Graphic with statistic about 92% of B2B customers.

In the modern world, people rely heavily on online reviews to guide their buying decisions—and B2B (business-to-business) software sales are no exception. In fact, 92% of B2B customers say they’re more likely to sign up for services or buy a product after reading a positive review. 

Consequently, review sites like Caperra and G2 Crowd have become a vital component of software-as-a-service marketing. Experienced users can compose reviews, compare features, and assess the pricing structures of competing platforms.


Like SaaS reviews, referrals can be incredibly effective in generating leads. You might consider including referral incentives as part of your marketing strategy, whether it’s discounted services or a free upgrade to a higher tier. 

Organic Social Media

Social media isn’t just for startups and B2C (business-to-consumer) companies. It’s become an integral part of SaaS marketing, giving software companies a leg up in a competitive landscape.

And we’re not only talking about paid ads. Organic social media marketing can be an immensely effective way to highlight company culture, foster brand awareness, and create trust. You can post top-of-funnel blog posts and video content, respond in real-time to customer inquiries, share company awards, discuss industry accolades, and announce new features or upcoming product launches.

Lead Nurturing

Lead nurturing involves directing relevant, personalized content to prospective clients throughout every stage of the customer journey. When done right, SaaS companies are able to build customer interest and loyalty at every touchpoint. This content marketing approach aims to empathize with a business’s concern while demonstrating value and building credibility.

For a SaaS company, lead nurturing may involve directing potential customers to tutorials, answering frequently asked questions, displaying relevant video content, or otherwise providing useful information to help them make a decision.

Want more specific ideas? See our blog, Content Marketing for SaaS Companies that Won’t Bore Prospects.

Comprehensive SaaS Digital Marketing Strategies

No matter what type of products or services you offer, the best marketing strategy is a comprehensive one. Mad Fish Digital can help you implement each of these components while providing guidance and insightful data analysis along the way.

Contact us to learn more about what we do.