Top SaaS Marketing Channels You Should Be Exploring

When it comes to promoting your SaaS business and reaching potential customers, it’s crucial to have a strategic marketing plan in place. With today’s competitive markets the way they are, relying on a single marketing channel may not be enough to drive significant growth. 


The reality is that by 2023, more than 75% of organizations will have at least one SaaS platform. 

With enticing numbers like that, there’s no time like the present for SaaS companies to explore various marketing channels to maximize their reach and impact. 

Top SaaS Marketing Channels You Should Be Exploring

In this article, we will discuss the top SaaS marketing channels that you should be exploring to effectively promote your business and attract more customers.


B2B SaaS Marketing Channels

What is B2B SaaS Marketing? 

B2B SaaS marketing refers to the strategies and tactics employed by SaaS companies to attract and engage other businesses as their customers. Unlike B2C marketing, B2B marketing requires a different approach and utilizes specific channels that are tailored to the needs and preferences of businesses. Effective B2B SaaS marketing involves understanding the target market, identifying the pain points of potential customers, and providing solutions through innovative software products.


Best B2B SaaS Marketing Channels

When it comes to B2B SaaS marketing, there are several channels that can yield positive results. One of the most effective channels for reaching potential customers is through search engine marketing. By optimizing your website and running paid search campaigns, you can increase your visibility on search engines like Google and attract highly targeted traffic to your website. Additionally, content marketing plays a pivotal role in B2B SaaS marketing. By creating informative blog posts, whitepapers, and case studies, you can establish your authority in the industry and attract potential customers through valuable content.


Startup Marketing Channels

Importance of Marketing for Startups

For startups, marketing is crucial for building brand awareness, generating leads, and driving revenue. Without a comprehensive marketing strategy, startups may struggle to gain traction in the market and burn through budget without any result. 

By investing in marketing efforts, startups can effectively communicate their value proposition, differentiate themselves from competitors, and build a solid foundation for sustainable growth. 

If you build it, they will come. But only with good marketing to see you through the early days.


Effective Startup Marketing Channels

When it comes to marketing for startups, there are several channels that can help to create visibility and attract potential customers. One of the most effective channels for startups is paid advertising and content marketing on social media. 

Platforms like LinkedIn provide opportunities for startups to connect with industry professionals, share valuable content, and build relationships with potential customers and partners. 

Additionally, email marketing can be a highly effective channel for startups to nurture leads, promote new product features, and drive conversions.

These foundational tactics can help generate a sustainable flow of prospects by getting you in front of in-market buyers so you can focus on the bigger picture of generating demand long-term.


Distribution Channels for SaaS Companies

Types of Distribution Channels for SaaS Companies

SaaS companies can leverage different distribution channels to reach their target audience and distribute their software products. Common distribution channels for SaaS companies include direct sales, reseller programs, and online marketplaces.

  • Direct sales involve selling the software directly to customers through a sales team or website. 
  • Reseller programs enable other businesses to sell the software as part of their offerings. 
  • Online marketplaces provide a platform for SaaS companies to list and sell their products to a broader customer base.


Best Distribution Channels for SaaS Companies

The choice of distribution channel depends on various factors, including the target market, budget, and growth goals of the SaaS company. However, one of the most effective distribution channels for SaaS companies is through partnering with resellers.

By establishing partnerships with businesses that already have an established customer base, SaaS companies can tap into new markets and leverage the reseller’s existing relationships to drive sales. Additionally, online marketplaces like AWS Marketplace and Salesforce AppExchange provide a platform for SaaS companies to showcase their products to a wide range of potential customers.


Paid Marketing Channels

Overview of Paid Marketing

Paid marketing channels are an effective way for SaaS companies to reach a larger audience and drive targeted traffic to their websites. Paid marketing involves allocating a budget for advertising on various platforms, such as search engines and social media, to promote the SaaS product and attract potential customers. By investing in paid marketing channels, SaaS companies can accelerate their growth and generate leads in a short period.

Paid advertising can be a great option for early growth stage SaaS companies because it allows you to get in front of in-market buyers quickly to more efficiently test your offer. It is generally a staple of long-term SaaS growth initiatives in marketing.


Popular Paid Marketing Channels

One of the most popular paid marketing channels for SaaS companies is search engine marketing (SEM). By running paid search campaigns on platforms like Google Ads, SaaS companies can appear at the top of search engine results when potential customers search for relevant keywords. This allows them to drive highly targeted traffic to their website and increase the chances of conversion. 

Another effective paid marketing channel for SaaS companies is social media advertising. Platforms like Instagram, LinkedIn, and Facebook offer sophisticated targeting options that allow SaaS companies to reach a specific audience based on demographics, interests, and job titles. Using a combination of intelligence remarketing and cross-platform strategies, SaaS companies can see snowballing growth.


Content Marketing

Importance of Content Marketing

Content marketing plays a vital role in the success of SaaS companies. By creating valuable and informative content, SaaS companies can showcase their expertise, build trust with potential customers, and drive inbound traffic to their website. Content marketing helps in establishing the SaaS company as a thought leader in the industry and provides an opportunity to educate potential customers about the benefits of the SaaS product.


Content Marketing Strategies

When it comes to content marketing for SaaS companies, it’s essential to have a well-defined strategy in place. One effective strategy is to create educational blog posts and articles that address common pain points of potential customers and provide actionable solutions. By creating informative content, SaaS companies can attract potential customers who are actively searching for solutions to their problems. Additionally, producing case studies and whitepapers can help showcase the success stories and benefits of using the SaaS product.


Social Media Marketing

Utilizing Social Media

Social media marketing is a powerful tool for SaaS companies to connect with their audience, build brand awareness, and drive engagement. Platforms like LinkedIn, Twitter, and Facebook provide an opportunity to share valuable content, engage in discussions with industry professionals, and showcase the benefits of the SaaS product. Social media marketing allows SaaS companies to establish a strong online presence and interact directly with potential customers.

One of my personal favorites is LinkedIn due to the precision in which you can target by job roles and industry segments. There is no other platform quite capable of that degree of targeting due to the nature of how LinkedIn is used as a digital portfolio and resume by its user base. 

The best-in-class SaaS organizations deploy a blend of social media efforts across platforms to maximize brand exposure and generate demand in tough-to-reach audience segments, a calling card of a mature SaaS social strategy.


Best Practices for Social Media Marketing

When implementing social media marketing for SaaS companies, it’s important to follow best practices to maximize its effectiveness. 

It’s crucial to start by identifying the target audience and select the most relevant social media platforms where they are active. This ensures that the content reaches the right people who are most likely to be interested in the SaaS product. 

The next step from there is crafting how you will strategize and deploy engaging and shareable content that resonates with the target audience. By creating content that provides value and encourages interaction, SaaS companies can build a loyal following on social media.


Search Engine Marketing

Introduction to Search Engine Marketing

Search engine marketing (SEM) is a highly effective channel for SaaS companies to reach potential customers who are actively searching for solutions. SEM involves running paid search campaigns and optimizing the website for organic search results to increase visibility and drive targeted traffic. In the competitive SaaS industry, search engine marketing is crucial for attracting potential customers and staying ahead of competitors.

Not only is it a powerful marketing tool to capitalize on in-market buyers, it is a key initiative to generate long-term demand to grow your brand.


Optimizing Paid Search Campaigns

To optimize paid search campaigns for SaaS businesses, it’s important to conduct thorough keyword research to identify the most relevant and high-converting keywords. 

By selecting the right keywords, SaaS companies can ensure that their ads are shown to potential customers who are more likely to be interested in their products. Monitor inbound search query relevance being sure not to let irrelevant searches slowly eat away at your budget.

Create compelling ad copy that highlights the unique selling points of the SaaS product and encourages users to click on the ad. 

Continuously monitoring and analyzing the performance of the paid search campaigns allows SaaS companies to make data-driven optimizations and maximize the return on investment.


Indirect Marketing Channels

Exploring Indirect Marketing Channels for SaaS Growth

Indirect marketing channels can be a valuable addition to the marketing strategy of SaaS companies. Indirect marketing involves leveraging partnerships and collaborations with other businesses to promote the SaaS product to their existing customer base. 

By integrating with other software platforms or establishing referral programs, SaaS companies can tap into new markets and reach a wider audience.

Benefits and Limitations of Indirect Marketing

Indirect marketing offers several benefits for SaaS companies, including access to a larger customer base, increased brand visibility, and enhanced credibility through association with established businesses. However, there are also limitations to consider, such as the reliance on the partner’s marketing efforts and the potential for diluted messaging. 

It’s important for SaaS companies to carefully evaluate the potential partners and ensure alignment in terms of target market, brand values, and growth goals.


Growth Marketing

Understanding Growth Marketing

Growth marketing is a data-driven and iterative approach to marketing that focuses on experimentation and continuous improvement. In the SaaS industry, growth marketing plays a crucial role in driving user acquisition, increasing customer retention, and maximizing revenue. 

By analyzing user behavior, conducting A/B testing, and implementing personalized marketing campaigns, SaaS companies can achieve sustainable growth and outperform competitors.


Always Have a Passion For Experimentation

Implementing effective growth marketing strategies for SaaS startups requires a holistic approach that encompasses various channels and tactics. 

It’s important to have a deep understanding of the target audience and their needs to develop personalized marketing campaigns. 

You can leverage the power of data and analytics to allow your SaaS startup to identify growth opportunities and make data-driven decisions. 

Implementing a systematic approach to experimentation and optimization enables SaaS startups to continuously improve their marketing efforts and drive sustainable growth.

Picture of Michael Bergen

Michael Bergen

Co-Founder & VP of Demand Generation at Riverbed Marketing I'm a passionate tech enthusiast that loves the outdoors. I'm a data-driven demand generation marketer with over 10 years experience with inbound & demand marketing strategy.