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SaaS marketing for 2021: Do’s and don'ts

7 min read
Mar 29, 2021

The SaaS business model isn’t slowing down. In fact, SaaS solutions have become even more prominent since digital capabilities became even more critical since the Covid-19 pandemic forced companies to move to a remote working environment. In fact, SaaS spending increased by 50% compared to 2018.

To help scale, SaaS businesses look to marketing to develop fundamental marketing strategies. These strategies focus on increasing value, reaching target audiences, lead generation and market positioning. Given the importance of marketing, however, you want to be focusing on the right activities.

In this article, we’ll summarise the do’s, the don’ts and the best practices for SaaS businesses for growth in 2021.

The do’s

Embrace content marketing: Content marketing remains one of the most powerful marketing activities in 2021, despite the overload of articles, videos, social posts, podcasts and images. The trick is in creating content that cuts through the noise, is highly relevant to your audiences buying stage and demographic, and nurtures leads to help them close. According to MarketingSherpa, lack of lead nurturing is the most common reason marketing leads never convert to sales. The returns of content marketing still take time, but the cost of doing it is relatively low.

Market the pains: Emotion drives decisions, so focus on the pains your solution solves, rather than the features. If you think about what problem your solution solves, that’s the topics you want to create content around. Nobody searches for a feature or a product, people search for solutions to their problems. If you can connect with prospects on an emotional level by focusing on the pains they are facing and how you can help them solve it, you’re on to a good start.

Make the most of the free trial: Your free trial is the most powerful marketing tool you have at your disposal, but many SaaS businesses don’t utilise it to its full potential. The more people you can get to sign up for a free trial of your SaaS solution, the more likely you are to convert them to a sale. Have a free trial acquisition plan in place, as well as the following steps to close them once the trial has begun. Make sure the free trial process is as easy as possible, you don’t want to cause any friction points at this stage.

Segment and understand your database: An unorganised and non-segmented database is pretty useless today. In order to get results, you need to make sure you understand your database - who’s in it, how to segment them, what messaging works best for each segment, and so on. The more you segment, the more you can use relevant content and messaging to tempt them. Companies who send the same blast email to everyone are basically just sending mass spam. At the very least, you should be able to break up your database by geography, company industry, grouped job titles or roles, and company size.

The don’ts

Don’t under-use social proof: Your happy customers, or brand evangelists, are your most powerful salespeople. Getting testimonials, referrals, case studies and customer videos are some of the most important marketing channels for subscription-based businesses. Social proof builds trust and goodwill, and can be highly persuasive when trying to convert leads. If you have positive messages about your product, shout about it. Use it for lead nurturing, on social channels, and on your website. And don’t be afraid to ask happy customers to provide some customer content advocating you.

Don’t overdo conversion pages: It’s tempting to cram everything good about your SaaS product on a webpage, but less is often more. Especially for conversion pages such as landing pages, free trial pages, features pages and pricing pages, don’t put too much on them. Focus on the action you want the prospect to take on each page and build the page around that. For example, landing pages that include a load of copy that isn’t relevant to the main action of the page - such as downloading a piece of content - only serves as a distraction. Draw attention to what you really want and don’t be tempted to over-complicate things.

Don’t forget to be ‘human’: It’s easy to automate everything in 2021, but the human touch is still needed to provide personality and real connections. Automation is brilliant and certainly has a time and place, but whether it is a chatbot or an automated email, eventually the prospect will want to speak to an actual person. And that process shouldn’t be hard. Automation and tech help scale activities and streamline communications, but it shouldn’t be difficult to speak to an actual person who can connect with someone on a more emotional and personal level.

Marketing best practice in 2021

We are in an era of highly personalised and customised marketing. Consumers expect marketers to use the wealth of data they have at their disposal to create unique and optimised experiences for them. For SaaS business that operates in the tech world, that expectation is even higher.

The do’s and don’ts above highlight some of the fundamentals of what’s expected from marketers today. However, just remember that there is no one-size-fits-all strategy, so test what works for you and when you find something that does, put more effort into it.

Learn more about SEO for SaaS in 2021

Tim Haldorsson
CEO of crypto and Web3 marketing agency Lunar Strategy, involved in the crypto scene since 2017. Provides forward-thinking Web3 marketing insight as a contributor to Cointelegraph, Rolling Stone, Daily Coin, NFT Plazas, and Finance Magnates.
Jack Haldorsson
CMO at Lunar Strategy. Been in the crypto space since 2017. Jack leverages his know-how of the blockchain ecosystems and strong KOL relationships to execute result-focused strategies that amplify brand storytelling, drive awareness and grow the project sustainably with the help of Influencer relations.
Adam Westerén
Head of Sales
Adam's passion is to create self-sustainable communities in the Web3 world. He enjoys when you create a Web3 community that can grow by itself. This is what he does in his current role as Head of sales.
William Rejström
As a Community Manager at Lunar Strategy, I'm passionate about finding new ways to connect people, add value and build strong community relationships.
Shann Holmberg
As head of growth at Lunar Strategy, I understand the significant shift away from traditional marketing strategies that Web3 projects require.
Nick Ballanutsa
Crypto Content Creator
Crypto Content Creator, Nick is creating engaging Twitter threads & posts for leading crypto & NFT companies.
Vide Haldorsson
Influencer Manager
Influencer Manager at Lunar Strategy.
Johnny Pedro
Head of Partnerships
Head of Partnerships at Lunar Strategy, creating win-win solutions for Web3 companies. You might have heard his music on Tomorrowland from his previous ventures in the music industry.
Jarrod Frankel
Head of Community
Jarrod is responsible for the teams that provide both engaging social media content and enticing and informative articles for our clients.
Tayler McCracken
Editor at Coin Bureau
Tayler McCracken is the Editor-in-Chief of the Coin Bureau, a leading publication that provides cryptocurrency education.
Vineet Nair
As a web3 storyteller, Vineet brings a wealth of experience in content, journalism, and management, with hands-on knowledge of metaverses, NFTs, AI, and finance.
Hassan Shafiq
Lunar Strategy
Lunar Strategy.
Mairead Finlay
British writer specialising in NFTs, luxury lifestyle & travel based in Portugal. Previous publications include Business Insider, LoveEXPLORING, The Guardian and My French Country Home Magazine. Previously the SEO Editor of tech & startup website TechRound.
Sandra Vukovic
Content & Marketing Specialist
Content & Marketing Specialist at Lunar Strategy.
David Kevin Jeppesen
Lunar Strategy
Raised in the spring of technology, solving problems and finding simple digital solutions is part of my nature. I’m a teachable individual who is always eager to learn and develop as a person.
Julieta Ose
Crypto Content Creator
Crypto Content Creator at Lunar Strategy.
Gino De Graaf
Google Ads Specialist
Google Ads Specialist at Lunar Strategy.
Sam Runge
Media Manager
Lunar Strategy.
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