Insights, Marketing

How to leverage customer feedback for your SaaS marketing strategy

According to BrightLocal, 88% of customers trust online reviews as much as personal recommendations. And if you run a SaaS business, you know that customer feedback is essential to the success of your SaaS marketing efforts.

When you collect customer feedback, you can learn what your customers like and dislike about your product, what features they want, and what their pain points are.

Armed with this information, you can create a more effective SaaS marketing strategy that resonates with your target audience and aligns with their needs, desires, and expectations. 

Not only can this improve customer satisfaction, but customer feedback also helps you attract new customers and boost customer retention. What’s not to love?!

In this blog, we’ll explore how to create a customer feedback strategy for your SaaS marketing plan in 9 simple steps and provide practical tips to collect customer feedback and advice to get started. 

Let’s go!

How SaaS marketers can use customer feedback in 9 steps

Did you know that 86% of customers are willing to pay more for a better customer experience? It makes sense. SaaS customers want convenience, stellar customer service, and a fantastic product to boot. 

But how do you create a better customer experience unless you gather customer feedback? Well, you can try. However, your customer satisfaction score will speak for itself if you aren’t truly listening to what your customers want.

So, here’s how SaaS companies and SaaS marketers can leverage customer feedback benefits to improve customer service, streamline the customer journey, and so much more!

Step #1 Collect feedback regularly

The first step to leveraging customer feedback in your SaaS marketing is to ensure your marketing team collects feedback regularly.

You can do this in many ways, from surveys and polls to user testing and customer reviews. The key is to ask the right questions and make it easy for customers to provide feedback.

Pro tip: In-app feedback tools are a great way to collect feedback. These tools allow customers to give feedback directly within your SaaS product, increasing response rates and offering more meaningful insights into how customers use your product.

Step #2 Analyse customer feedback

Once you’ve collected customer feedback, it’s important to analyse and categorise it. Look for common themes and patterns, and identify the most pressing issues or concerns your SaaS customers raise.

For example, you may find that customers are struggling to find a particular feature or experiencing a bug impacting their ability to use your product.

By categorising feedback in this way, you can prioritise which issues to address first and develop SaaS marketing messaging that speaks directly to your customers’ pain points.

Step #3 Use feedback for product design

One of the most valuable ways to leverage customer feedback is to use it to inform your SaaS product roadmap. This means taking the feedback you’ve collected and using it to prioritise which features to build or improve next.

By incorporating customer feedback into your SaaS product roadmap, you can create a product that’s more in line with your customers’ needs and expectations.

Showing customers you’re listening to them can increase customer satisfaction, customer retention, and positive word-of-mouth marketing.

Step #4 Create SaaS marketing messaging

Once you’ve analysed and categorised customer feedback, you can use it to develop targeted SaaS marketing messaging that speaks directly to your SaaS customers’ pain points and concerns.

For example, if you’ve noticed that customers are struggling to find a particular feature, you can create marketing messaging that highlights the benefits and ease of use of that feature. 

If customers are experiencing bugs or performance issues, you can create messaging that emphasises your commitment to improving the product and providing a high-quality user experience.

By using customer feedback to inform your marketing messaging, you can create more effective SaaS marketing campaigns that speak directly to your customers’ needs, wants, and concerns. 

Step #5 Showcase customer testimonials

One of the most powerful ways to leverage customer feedback in your SaaS marketing strategy is to showcase customer reviews and testimonials across all your online channels. 

According to a study by BrightLocal, 76%% of consumers regularly read online reviews when researching a business. So yes, they matter!

So by showcasing positive customer reviews and testimonials on your website, SaaS marketing ads, social media channels, and SaaS marketing materials, you can build trust and credibility with potential customers.

Step #6 Encourage more customer reviews

These days, most people are too busy to leave you a review or maybe don’t realise how crucial they can be to your SaaS business success. 

Consider offering incentives such as discounts or free trials to encourage customers to leave reviews.

You can also make it easy for customers to leave reviews by sending follow-up emails after they’ve used your product or by including review prompts within your SaaS product.

Pro tip: Satisfied customers often refer their friends and colleagues to your product. Use customer feedback to identify which customers are most likely to refer others, and consider implementing a referral program to reward and incentivise referrals.

Step #7 Respond to customer feedback promptly

When customers take the time to provide feedback, they expect a prompt response. Make sure you’re responding to feedback in a timely manner, even if it’s just to say thank you.

If the customer feedback or review is negative, respond promptly, professionally, and politely. This is not the time to take things personally! Show that you care about your customer’s feedback – good or bad. 

Step #8 Use feedback to improve customer support

Customer feedback can also provide valuable insights into how you can improve your SaaS customer support processes.

Look for opportunities to streamline support and reduce customer effort, like providing more self-service options or improving your SaaS knowledge base. 

Step #9 Monitor and track feedback over time

Customer feedback can change over time, especially as your SaaS product evolves, so monitoring and tracking feedback regularly is important.

Look for trends and patterns in customer feedback, and use this information to make data-driven decisions about your product and SaaS marketing strategy.

Want to learn more about SaaS marketing? Check out our previous blog, “How to maximise your SaaS marketing ROI.

What are you waiting for? Make smarter SaaS marketing decisions using customer feedback today!

Collecting feedback regularly allows you to create a more customer-centric approach to your SaaS marketing efforts, improve customer support, encourage customer referrals, and make data-driven decisions that drive business growth.

However, it’s important to remember that customer feedback is just one piece of the puzzle! To create a successful SaaS marketing strategy, you also need to consider other factors such as market trends, competitor analysis, and your own business goals.

If you need help creating a comprehensive SaaS marketing plan, why not talk to our experts here at Rocket SaaS?

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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