Insights, Marketing

2023 SaaS marketing trends to consider for your strategy

Over the past five years, the world of SaaS marketing and digital marketing, in general, has undergone major transformation. 

With the rise of new technologies, changing consumer preferences, and increasing competition, SaaS companies have had to adapt their marketing strategies to stay ahead of the curve.

With the world of SaaS marketing becoming more complex and dynamic than ever before, we thought we’d help you stay one step ahead by exploring the key trends we think will shape SaaS marketing strategies this year.

Let’s dive right in!

6 SaaS marketing trends you need to know about

Developing a well-thought-out SaaS marketing strategy is only possible by exploring evolutions in the marketing and SaaS world. 

How people behave online, what content they consume, and their expectations from SaaS companies all play an important role in driving new SaaS marketing trends. 

So let’s take a look at some of the fastest-growing SaaS marketing trends selected by our expert SaaS marketing team below!

#1 Native Advertising

Native advertising is a powerful form of paid ads that blend seamlessly with the look and feel of the website or platform they appear on. Unlike traditional display ads, they do not come across as intrusive, “obvious” ads.

Research shows that consumers are 53% more likely to look at native ads and that native ads have an 18% uplift in purchase intent and 9% brand affinity. They can also bypass ad-blockers, helping you gain visibility with people who might otherwise never see your ads!

To succeed with native ads and sponsored content, make sure your content marketing campaigns are valuable, unique, and relevant to your target audience, not just promotional.

#2 AI and Machine Learning

Artificial intelligence and machine learning are increasingly used in SaaS marketing to help automate and optimise campaigns. In fact, a report by MarketsandMarkets showed that AI marketing is expected to grow from $7.3 billion in 2020 to $40.1 billion by 2025!

So, unleash the power of AI and ML in your SaaS marketing strategy this year to optimise marketing campaigns, hyper-personalise marketing emails, apply dynamic pricing, curate dynamic content, and create detailed customer profiles.

You can also use predictive analytics to identify potential customers most likely to convert and boost your SaaS business profit margins.

#3 Personalisation

According to a recent survey by Epsilon, 80% of consumers are more likely to do business with a company if it offers a personalised experience. That’s a big number, highlighting just how vital personalisation is for your SaaS marketing plan in 2023.

So, what does personalisation look like in the context of SaaS marketing? It means using customer data to deliver targeted, relevant content to your customers through your social media marketing, digital marketing, and content marketing strategy.

Many SaaS companies do this with personalised emails, customised landing pages, and tailored product recommendations. The more you can personalise the experience for your SaaS customers, the more likely they are to engage with your brand and become loyal customers.

#4 Video Marketing

Video marketing is another trend that’s been gaining steam in recent years, and it’s showing no signs of slowing down in 2023. Just look at this recent report by Wyzowl stating that 81% of businesses now use video as a marketing tool, up from 63% in 2017!

So, why is video so effective for SaaS businesses? Video is a great way to showcase your SaaS product in action, highlight customer testimonials, and create explainer videos. Videos are also highly shareable, helping you to reach a wider audience.

With social media platforms like Tiktok and Instagram making it easier than ever to create engaging video content, there’s no reason not to start incorporating SaaS marketing videos into your digital marketing strategy this year!

#5 Account-Based Marketing

Account-based marketing (ABM) is a marketing strategy that’s becoming increasingly popular in the world of SaaS this year. Especially many SaaS marketers reckon ABM marketing produces greater ROI.

So, what is ABM? Essentially, it’s a way to target your marketing efforts at specific accounts, rather than casting a wide net and hoping to attract leads.

With ABM, you identify key accounts you want to target and then develop personalised marketing campaigns to engage with those accounts. This can include targeted ads, personalised content, and one-to-one outreach.

By concentrating your marketing energy on the most relevant accounts, ABM has the potential to seriously improve your ROI, time management, and customer retention.

#6 Voice Search Optimisation

A 2018 report by Google told us that 27% of the global online population is using voice search. That’s a pretty significant figure that we can only see increasing as time goes on – so make sure you’re optimising your SaaS marketing plans for voice search this year!

What does voice search optimisation look like? Essentially, it means optimising your content for how people talk rather than how they type, like, “what’s the best accounting tool for a small business?” instead of “small business accounting tool.”

This can include using long-tail keywords, writing content in a conversational tone, and ensuring that your content is optimised for mobile devices.

Don’t get left behind: Try out these SaaS marketing trends today!

These are just a few of the SaaS marketing trends to watch in 2023 and incorporate into your SaaS marketing strategy to stay relevant, proactive, and, most importantly, profitable. If you’re too busy to keep ahead of the ever-changing world of SaaS marketing, why not leave it to the experts?

With rolling monthly price plans starting from just £3,000 per month, we join or become your dedicated SaaS marketing and web design partner, taking your online presence to sky-high success with proven content strategies, comprehensive digital marketing, and high-converting websites. Get in touch with us today to get started.



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