SaaS Marketing Strategy

A practical marketing strategy for your SaaS business

Most SaaS companies have no shortage of marketing ideas. The difficult part is deciding which opportunities matter, what to do first and how everything should work together.

You may already have campaigns running across several channels, but no clear view of which activity deserves more investment. Or you may be starting from scratch and need to define your ideal customer profile (ICP), positioning and priorities before spending money on execution.

We bring those decisions together into one practical strategy. It gives your team a clear direction and turns marketing from a collection of separate activities into a plan built around your business goals.

When a marketing strategy can help

A strategy engagement may be useful when:

• You’re doing plenty of marketing but aren’t sure what is working
• Your ICP is too broadly defined
• Your positioning and messaging aren’t landing with buyers
• Marketing and sales have different ideas about who to target
• You’re unsure which channels deserve your time and budget
• You’re preparing to launch, enter a new market or step up growth
• Your team needs a realistic 90-day or 12-month plan

Sometimes the answer is to add a new channel. Often it is to improve the foundations, stop lower-value activity or make the channels you already use work together properly.

How we build your strategy

Understand the business

We start with where you are now, what you want to achieve and what is getting in the way. We look at your product, commercial model, customers, sales process, resources and current marketing.

Research the market

We review your ICP, buyers and competitors. This helps us understand who you should focus on, what those buyers care about and how you can stand apart from the alternatives they are considering.

Clarify your position

If your positioning or messaging needs work, we address it before recommending more activity. Clear marketing starts with being able to explain who you help, what problem you solve and why someone should choose you.

Review the customer journey

We look at how people discover, assess and buy your product, including the role of your website and onboarding where relevant. This helps identify the points where better marketing can make the greatest difference.

Set priorities and choose channels

We assess the available marketing channels against your goals, audience, budget and resources. You get a recommended marketing mix and a clear explanation of why those priorities make sense for your business.

Turn it into an action plan

The final strategy sets out what needs to happen, in what order and how progress will be measured. Depending on the engagement, this may be a focused 90-day plan or a more detailed 12-month roadmap.

A plan your team can actually use

You’ll leave with a clear view of:

• Who you should be targeting
• How to position and talk about your product
• Which marketing opportunities matter most
• What to do now, next and later
• What budget and resources the plan requires
• How you will judge whether it is working

You receive the strategy as a written document, followed by a handover session with your team. Measurement is included so you know how progress and results will be reviewed.

The strategy can give an existing marketing team the direction it needs, help a founder make better investment decisions or provide the foundation for an outsourced marketing programme.

Strategy and execution

Some clients ask us to develop the strategy and then take it forward themselves. Others want us to become their marketing team and deliver the plan month by month.

Both approaches work. If we continue with the execution, the same thinking carries through into the campaigns, content, website and reporting. If you take the strategy in-house, we make sure your team understands the priorities and has a practical plan to follow.