SaaS Marketing Plan Template to Create a Multi-Million Dollar Business

SAAS Marketing Plan

SaaS marketing differs greatly from traditional marketing. SaaS, or software as a service, brings in a predictable revenue stream from your customers.

What is SaaS Marketing?

SaaS generates revenue from your customers every month. As a result, the better your retention, the higher your profits. SaaS product marketing requires deliberate steps to keep customers engaged and happy. The more they use your SaaS product, the more likely they will be to continue using it. Unlike traditional marketing, SaaS marketing involves creating more touch points with customers during all phases of a buyer’s journey: pre-sales, trial, post-sales. The trial and post-sale periods are critical to your success. If a prospect creates a trial account but never signs in, they will not upgrade. If they upgrade but use your product infrequently, they will be less likely to renew their subscription.

B2B SaaS Marketing Plan

A b2b SaaS Marketing plan is similar to one for consumer products. Main principle is to focus on customer satisfaction.

Pre-Sales Marketing to Increase Free Trials

Your website usability has a big impact on converting visitors into trial accounts. We offered a free trial to capture the contact information of prospects so we could nurture them to become paid clients. Aside from having an attractive and fast-loading website, include educational resources to draw interest. The more you look like an expert, the better your chances of signing up new trial accounts.

Include the following content on your website to nurture visitors to your trial account signup button:

Images That Show Value

  • Show an image of a happy person looking like they are achieving success using your SaaS product or vibrant screenshots showing attractive dashboards.
  • You can also include an image that depicts a benefit.
  • Read our post on where to get free stock images.

For example, the image we used for this article is a flower about to blossom. This ties in with the article’s theme: use this b2b SaaS marketing plan template to get more customers for your SaaS product.

Benefit Tag Line

  • Use a benefit tag line that encapsulates the main benefit your customers achieve.
  • This is different that a list of features.

Although your product may have stellar features, the primary reason a prospect signs up is the benefits they will gain. At MailerMailer, our benefit tag line was Easy Email Marketing. This resonated with our prospects.

More Detailed Benefits

  • Use a longer sentence or two to explain your key benefits concisely.
  • Do keyword analysis using tools like SEMRush to identify optimal words that prospects search on for your type of product

It takes time and research to distill the messaging about your product. You want to describe your product’s reason for existing.

Trial Signup Button

  • Add a high contrast trial signup button to make your trial signup option easier to see.

For example, if your overall website design uses blue, having a signup button that is red or green creates a strong contrast so the button doesn’t blend in without being seen.

Demonstrated Benefits

  • Link to case studies to show how others like your prospect are using your tool – and what kind of success they are having.
  • Include a statistic about your product’s success or retention.

How to Stay Connected With Existing SaaS Customers

Here are examples of the information we shared with our clients on our blog. At least once a month, we would create a newsletter based on our latest blog topics. We sent the newsletter to our clients and our prospects, who we nurtured using the same content.

  • Refresher onboarding tips – how to get set up if a new user joins the team.
  • Case studies – how others are using your service.
  • Usage Ideas – ways to use your tool for different scenarios.
  • Tutorials – how to do specific tasks (short videos are awesome for this).
  • Best practices – how should clients be using your tool; what are your recommended best practices for specific use cases.
  • Guides – more in-depth info than blogs.
  • Infographics – can be a combination of blogs repurposed in graphic format.
  • Reports only you can generate – look at the data you collect and create a report that highlights industry trends, like our email metrics report. Then, publicize this with press releases and emails to bloggers who cover your space to get great press coverage!
  • Industry trends – what’s going on in the news about your industry, what do your customers need to know about it.
  • Webinars – spend a longer time with clients to show new features, on boarding steps, industry trends, you name it.

Social Media and SaaS Marketing

Creating a vast repository of educational content takes a concerted effort. You can use outside resources or write it yourself.’s Content Library is an option for some industries.

Even though it takes time, the benefits are amazing!

You can easily repurpose your content. We re-used our content in social media marketing, videos from blog posts, and sales meeting follow ups. Also, separate your blog from your resources section. Doing so makes it easier for prospects and clients to find your guides, trend reports, case studies and other educational material.

You can post social media status updates on LinkedIn, Twitter and Facebook to direct readers to your educational content. Include a call-to-action where appropriate. This is useful for prospects who are reading your content. It encourages them to start a trial.


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