The buyer’s guide to choosing a SaaS Marketing Agency
Given you’re still reading we are assuming you are sold on a SaaS Marketing Agency. So, the next question is which one do you choose?
What marketing do you actually need?
Do you need a full outsourced marketing partner? A one off project? Or just one service, like SEO for example.
If you just want one service, you may be best to find an agency that specialises just in that service. For some services, a lack of SaaS experience isn’t that crucial (SEO for example) whereas copywriting could benefit from experienced SaaS copywriters.
Different agencies offer different services and have different ways of working. Xander Marketing for example offers a full service and an outsourced marketing solution so is a good fit for a company that wants to get on with product development and sales and leave the marketing to an experienced partner.
Are you looking for an outsourced marketing partner or a one-off project?
Agencies like us offer outsourced marketing and typically on an ongoing, retainer basis. Other agencies specialise in projects.
What type of business are you?
Are you small, medium, large? Do you sell to B2C, B2B? And do you sell to small businesses or enterprise? Is it a low cost zero touch SaaS or an 18-month enterprise sale?
What resource do you have in house? Are you a marketing director looking for a team, just one service, or a founder looking for a marketing partner?
Different agencies specialise in working with different types of clients. Whilst Xander Marketing is a SaaS marketing agency, this can be drilled down further – we typically work with smaller or SME businesses that have a B2B SaaS product. Other SaaS marketing agencies may work for bigger companies, the Unicorns of this world just on B2C products. Two SaaS marketing agencies, two different focuses.
What experience does the agency have?
The barriers to entry for a marketing agency are low. There are no regulations so any agency can call itself a SaaS marketing agency. Therefore, you have to look deeper behind words. Ask questions like:
- How many SaaS businesses have you worked with?
- How long have you been working with SaaS?
- Can you share case studies?
- Can you share examples of work?
- Do you just work with SaaS or are there other industries you work in too?
Look for agencies that have worked with many SaaS businesses over a number of years and have case studies, testimonials and work examples to back this up.
Where are you based? Is location important?
Some clients like working with a local agency, one they can meet up with regularly. Others are happy an agency is in their same country, or time zone, and for others they’d rather not be restricted by location and just want the best agency in the world for them.
Do you want to break into a new country or region and want the support of a local agency to do that?
We’ve been remote since we started in 2009. Whilst we’d get some funny looks at the start of the last decade, in a post-Covid world remote is normal.
This blog post explores local vs remote agencies in more detail. Ultimately it comes down to do you want to meet up face-to-face or can that be scarified for opening up your search to a global audience.
What’s your budget? How much does an agency charge?
Time to talk money! Agencies will typically have an average project or monthly budget they work too, and typical ways of working/monthly commitments. You will likely have a budget, or at least an idea of a budget. You need to find an agency that’s a good fit for your budget and where you are in your journey. If you’re a bootstrapped startup you won’t be a good fit for an agency that only works with high end SaaS companies who have £100k a year to spend with them.
Some agencies provide indicative pricing on their website, others you may need to ask. However, you should get an idea by case studies and the types of clients they typically work with.