There are many questions that often come up when it comes to marketing SaaS or software as a service. This is because SaaS is different from traditional products or services, which means that approaching it the same way may lead to less than desirable results. Indeed, SaaS marketing companies shouldn’t be approaching the marketing campaigns as they would with concrete products and services. As such, it’s also important to understand that SaaS is more than just a subscription-based software service.

So, what is the right way to approach SaaS marketing campaigns? Well, the answer might be more straightforward than you may think. In this article, we will share three valuable tips to help ensure the success of any SaaS marketing campaign:

1. Build Your Brand

Considering that the SaaS industry is growing at a rapid rate, it’s important for companies to stand apart from the rest of the competition. When it comes to marketing, SaaS marketing companies will want to focus on building up the brand and image of the service that they’re trying to promote. 

While the SaaS features and technical aspects play an important role when it comes to customer acquisition, it’s also important that customers find a brand that they believe in and can get behind. In fact, modern consumers take branding and a company’s reputation into consideration when making business decisions. This makes branding crucial to any SaaS company, as it could be what sets them apart from other companies.

2. Focus on Results

While branding is what can get customers to buy into your service, you will eventually have to back this up with concrete results. Remember that customers invest in a service when it can help them achieve their goals. This is no different in the case of SaaS companies. 

SaaS marketing companies must create marketing campaigns that put results at the forefront. The most important point is establishing how a service can provide the customers with the solutions they need. By showing customers what a service can do for them, the decision to buy into the services being offered becomes infinitely easier!

3. Create a Personal Connection

It’s important that your company establishes a personal connection with your customers, which is why it’s best to emphasize how hands-on you will be in the entire process. One way to do this is to highlight customer onboarding and customer support in the marketing campaigns. This is the key, as it’s important to establish a sense of collaboration from the get-go. Rather than approaching marketing as a means to sell a service, you should emphasize how the service can be a collaboration and partnership that will be mutually beneficial for all parties involved.

With that being said, it may also be wise to narrow down your marketing campaign. Instead of targeting a larger market, it will be best to focus on customers that belong in industries that will benefit the most from your service! 


Given how new the SaaS industry is, it’s important to understand that it also requires a vastly different approach when it comes to marketing. While this also means that it’ll come with its own unprecedented challenges, just be sure to keep service in mind, along with all the previously mentioned tips, to help ensure the best results!

Krafted Digital is a full-service digital marketing firm based out of Miami, Florida. At Krafted Digital, we specialize in developing custom-tailored, innovative, data-driven online marketing solutions for small businesses to Fortune 500 brands. Click here to contact us today.