Having said that SaaS marketing is unique, the principles for success remain the same bread and butter basics as any product. A prospect’s urge to buy is based on your solution solving their business problems, and educating them around that point relies on your marketing activity creating empathy and building appropriate messages about your technology’s capabilities. Add to this a clear call to action and you’re likely to stimulate a response.
However, making the business benefit messages of your solution resonate means understanding the unique conditions of the SaaS market. The value proposition has changed, because it’s now less about the IT department acting in isolation; there are more decision makers in the technology acquisition process, and therefore the role of your marketing strategy is to advise several personnel within the company on the best course forward for any required tool. The emphasis is on how your solution can best deliver value to the entire company.