SaaS Marketing Strategy: Pro Guide with 15 Ideas for 2025

A reliable SaaS marketing strategy is like a user magnet. It helps you reach your target audience and pull them into the funnel.

But before anything, understanding the current SaaS marketing ecosystem is important.

Today SaaS marketing is:

• Competitive than ever
• Is targeting smart and informed users
• And is beyond simply running ads and writing blogs.

But to break into this system, some brilliant minds have come up with the best SaaS marketing strategies of all time.

In this article, we will go over the 15 best SaaS Marketing strategies for 2025.

Additionally, here is a breakdown of what a successful SaaS marketing strategy looks like.

So, let’s get started right away.

Best SaaS Marketing Strategy for 2025

Understanding Successful SaaS Marketing Strategies

A SaaS marketing strategy should help you reach your target audience, make you memorable, and get you paid and repetitive users.

In marketing jargon, your strategy should help you with:

• Positioning: Way you want people to remember your product and brand. 

• Distribution: Channels through which a user can discover and engage your product.

• Acquisition: Proposition that will make users sign up or take a desired action.

• Retention: Something that will make the user come back again.

Positioning

Positioning is about crafting a strong identity for your SaaS product. It’s the way you want people to remember you. Also, the way you differentiate your product from others in the market.

Mailchimp positions itself as an “email marketing tool to get more sales”. This tags them as an important tool for sales and not just any other email marketing platform.

Distribution

Once you have your positioning in place, the next challenge is telling users about your product. Distribution is about the channels through which users discover and ultimately purchase your product.

It is important that you know what channel your ideal customers are using.

SEMRush understands that its audience is actively relying on long-form content to learn more about the industry. That is why, when they got an opportunity, they acquired Backlinko and used it as a marketing channel to reach 500K monthly a target audience.

Acquisition

Acquisition is the stage where you convert interest into paid users or sign-ups. This is where you need a compelling USP, that makes users want your product.

Trello uses a freemium model. Offering a free tier of product allows people to experience the tool. And once they are hooked, they can be motivated to become a paid user for advanced features.

Retention

Retention focuses on ensuring that once users sign up, they remain your customer for a long time.

Slack is a prime example of retention. Once it becomes a primary channel of communication for a team, leaving it is a hassle that no team would want.

Additionally, their integration with other platforms further eases the team’s workflow. Hence, keeping them on the platform for an even longer time.

15 Proven SaaS Marketing Strategies for 2025

Founder-led growth

Founder-led growth is a SaaS marketing strategy where the personal brand of the founder takes center stage.

Early on when building trust and connection is important, founder-led growth can be highly effective.

Tyler from Beehive is one of the best examples here. He was among the early team members of the Morning Brew newsletter and played a crucial role in growing it.

He saw that there were no tools that are actually helping creators run newsletter business effectively.

And hence, he started Beehive. One newsletter platform that has everything to grow, manage, and monetize your content business.

Even if you don’t have a back story like Tyler, the journey itself can be a marketing campaign.

Your wins, your losses, and even your hypothesis can be a great way to build authenticity. It also helps you build a network and a deep understanding of what your users want.

Micro-Influencer Marketing

Micro-influencer SaaS marketing strategy means collaborating with individuals who have an audience—with a problem that you are trying to solve.

A great example here is Notion.

Early on they partnered with creators and motivated them to create Notion templates to solve problems for their audience.

Some created templates to manage work, and some to keep track of the reading list.

These influencers promoted their templates to the audience and in the process helped Notion attract a diverse audience who use their platform religiously.

Moreover, they motivated every user to create templates and share them with the community on Reddit.

This triggered a multiplying effect, where users became influencers and attracted more people to use Notion.

The idea here is to showcase how your product is solving a problem, by working with people who your ideal customers already trust.

This helps you reach a particular group of audience, and present your product as the trusted solution.

And if you think creatively, you won’t even need a huge budget to get started.

Content Marketing Strategy

Content marketing is a cornerstone of SaaS marketing strategies. In the B2B industry, 58% of marketers reported increase in sales and revenue thanks to content marketing.

By delivering valuable, informative, and actionable content tailored to target users, you establish authority among your potential customers.

And while doing so, you gain their trust to solve their problems with your product.

That being said, it is important to note that the effectiveness and time it takes to get results can vary significantly on your approach.

But in cases where the audience needs to be educated, it is among the best go-to marketing strategies for SaaS products.

If you look at Hubspot’s SaaS marketing strategy, the majority of their growth is driven by the content they have been publishing for years.

Content via their blogs, Hubspot courses, newsletters, and now podcasts.

They have created a library of content for their users in marketing and sales. From beginners to professionals, they cater to their audience with every type of content.

And now, for anyone who is getting started in this industry, Hubspot has become a default tool they learn.

Community Marketing

Community marketing has become a popular SaaS marketing strategy in 2024. About 88% professionals agree that the community is a critical part of their business.

It helps in educating users about the company, as well help users meet people from the same niche.

Figma is one of the best examples of community based SaaS marketing strategy. They have been using Community to drive their growth and retain their users.

Figma invests in maintaining a community that’s active and motivates people to share their input. This can be in the form of sharing templates or hosting events like Figma Sessions.

Figma Community also hosts design challenges. And all of this is to ensure that users on the platform enjoy being part of the community on the platform.

As a marketing strategy, it is one of the best ways to retain customers and build authority in the industry.

Account-Based Marketing for SaaS

Account-based marketing is a personalized SaaS marketing strategy for high-value customers.

A strategy that involves collecting leads, learning about customers, and providing a tailored experience to acquire them.

Especially for enterprise plans, ABM is a go-to strategy for SaaS. Moreover, 97% of marketers say ABM delivers a higher return on investment (ROI) than other marketing strategies.

The initial step here is to build trust via content and a basic trial of the product. Once a customer is satisfied, they are further pulled into the funnel for the enterprise plan that could serve them better.

Snowflake has implemented a robust account-based SaaS marketing strategy, running 500 personalized campaigns targeting specific accounts.

They created a library of high-quality, tailored content that allows them to engage their ideal customers.

Their approach is focused on educating users based on their position in the customer journey, rather than pushing for immediate conversions.

Account Based SaaS marketing strategy is often a long game. But if you are dealing with a high-value product, you can’t always expect it to be quick.

Collaborative Partnerships

Collaborative partnership is a SaaS marketing strategy where you alliance with other businesses to reach your target users.

Technological partnerships like Slack and Google Workspace. Integrating with Google platforms like Google Drive, Calendar, and Docs within Slack, makes workflow seamless for shared audiences.

This helps both the platform retain more users and hold a strong market presence.

Similarly, creating a Shopify App to help eCommerces use your SaaS product can be a way to partner with a large ecosystem.

But the partnership can also be in the form of Co-branded Content.

HubSpot is among the best examples of collaborative partnership in SaaS marketing strategies. At the end of each year, they collaborate with various partners and create valuable reports for the industry.

One of the best examples still is their Sale State Report. They collaborated with not just one but three SaaS partners to share a detailed report on the industry.

These partners were LinkedIn, Sandler Training, and Gong.

Look out for such content collaboration, as these can be highly valuable for your audience. At the same time, a great way for you to reach them and position yourself as an authority.

Product Hunt Launch Story

Product Hunt is a renowned platform where users discover new SaaS products. It is among the best channels of distribution if your product is ready to be presented in front of the masses.

A successful launch on Product Hunt can provide immediate visibility, and drive significant traffic. At the same time, it can give you a PR opportunity to further strengthen your launch.

Among many, Pieter Levels’s Nomadlist is among the most celebrated case studies in the industry.

The exposure that he got from the platform gave him a boost. But taking a step further, he promoted his ProductHunt success using PR—doubled down on the opportunity that he got.

But even if you don’t make it to the top, you still get an opportunity to reach your early users. Something that you definitely must try.

Leveraging SaaS Review Sites

Review sites hold incredible power in SaaS marketing strategy. Especially if you are in a competitive market.

These sites and platforms help you get placed near your industry leaders, and compete with them to drive away their customers.

Moreover, when someone is visiting these platforms they are in-the-market to find a solution.

For the perfect time for you to present your SaaS product as the ultimate solution. With an increasing number of users turning to platforms like G2, Capterra, and TrustPilot—you have an opportunity to reach thousands of potential users, who are already looking for a solution.

Take Zendesk for example. They’ve become a go-to solution for customer support, partly due to their dominant presence on review platforms like G2 and Capterra.

Their reviews, especially from large enterprise clients, highlight the scalability and robust features.

If you can drive positive reviews for yourself SaaS, you unlock a new channel of distribution for yourself.

Industry Certification and training

Industry certificates and training is one of the SaaS marketing strategy through which you can help your users boost their credibility.

At the same time, it establishes you as an authority in the industry.

HubSpot, SEMRush, and Salesforce are popular examples. But even if you look at niche tools like Surfer SEO, they use this SaaS marketing strategy to attract users and establish authority.

Surfer SEO offers an SEO Writing Masterclass. A guide on how to use AI to create SEO content. Niche, but highly relevant to their tool and users.

Programmatic SEO

Programmatic SEO is an advanced approach to search engine optimization. It is a SaaS marketing strategy that boosts your search engine presence and reaches a wide audience.

Unlike traditional SEO you create manual pages and content, it leverages automation and technology to scale content creation.

In industries where you have reached a large audience while customizing your approach according to the user—programmatic SEO eliminates the manual work.

Zapier, an API integration tool is the best example here.

They have created targeted pages for each integration on their platform. And they continue to use programmatic SEO for the same.

Paid ads and retargeting

Paid advertising and retargeting are still an essential component of a modern SaaS marketing strategy. 

According to a recent Databox report, the median CTR for SaaS paid ads has been 4.28%. And average cost per click has been $1.52.

While SEO and social media can take time for you to reach your target audience initially, paid ads help you specify your ideal customer and reach them instantly.

Also, retargeting can be one of the most effective channels to convert users from free trial to paid users. Among users that are retargeted, 70% are likely to convert.

Email Marketing for SaaS

Email marketing is one of the most effective SaaS marketing strategies.

It is among the only channels that allow you to reach a large group of audience while personalizing your approach for each one of them.

Using various types of email like On-boarding email, product update email, Customer offer email, and retention email—you maximize your conversion at each stage of your user.

A great example of SaaS email marketing is Kit (previously ConvertKit). It is an email marketing platform that uses a series of onboarding emails to guide users through setting up their accounts.

In its SaaS marketing strategy, Kit also shares case studies of interviews with their users. Further motivating their email list to become a creator on Kit.

Referral and affiliate marketing

Referral and affiliate marketing are proven SaaS Marketing Strategies for 2025. They tap into the networks of your current users and motivate them to drive growth.

Both referral and affiliate marketing rely on the trust and authority of others. With referrals, your existing users act as advocates who recommend your product to their peers.

Affiliates, on the other hand, are external marketers or influencers who promote your product in exchange for a commission.

A great example of successful referral marketing is Dropbox. They offered both referrers and new users extra space, a reward that is highly valued by their target audience.

Freemium and ease of singing up

The freemium model and a frictionless sign-up process are two crucial strategies for attracting users.

These methods lower the barrier to entry for potential customers and give them an experience of the product.

However, it is important to ensure that your freemium experience is delivering enough value to the users.

Trello allows users to create and organize boards for free. And that too for unlimited time. But they limit advanced features like larger file attachments or automation. Something that only advanced users and teams would need.

So ensure that your freemium plan is delivering the maximum value and experience that they would like to pay for.

Testimonials and Case Studies

Testimonials and case studies are a powerful SaaS marketing strategy for demonstrating value and converting leads. They offer social proof—real-world evidence that your product is adding value.

An insightful case studies showcase how your product helped businesses achieve their desired goals.

And when backed by numbers and real experiences they position your tool as the best solution.

While there are various examples to learn from, the most recent one is Figma showcasing how Atlassian redesigned Jira. A webinar that showcases how enterprise brands are using their products.

Choosing the right SaaS marketing strategy

While we have gone through 15 of the best SaaS marketing strategies, one question still remains. How to choose the best marketing strategy for SaaS.

It is important to understand that each strategy that we discussed above was used at a different stage.

Some prior to launch, while some after they were already an industry-leading tool.

To find your best pick, understand what stage of your product journey are at.

Once you have that sorted, look at the resources at your disposal and an approach that can drive you maximum return from the same.

FAQ

What is SaaS Marketing?

SaaS marketing is the process of promoting Software-as-a-Service (SaaS) products. This can be done through digital channels, focusing on lead generation, customer retention, and brand awareness to drive subscriptions and growth.

What are the four P’s of marketing?

The four P’s of marketing are Product, Price, Place, and Promotion.

Digital Marketing vs SaaS Marketing

Digital marketing focuses on promoting products or services through online channels, including SEO, social media, and email. SaaS marketing, specifically targets the promotion of Software-as-a-Service products, with a focus on subscription-based models, customer retention, and user onboarding.