There are several key trends that SaaS product marketing teams need to be aware of. In this post, we’ll look at some of the most important ones and explore how you can make sure your team is ready to capitalize on them.
Product marketers must increasingly focus on trends that will help them reach and engage their target audiences. We’ll outline the top SaaS marketing trends for the year and provide tips on how you can capitalize on them.
Top SaaS Product Marketing Trends
Doing business will consist of multiple channels, not just “point and click” e-commerce. But people will have more choices regarding their consumption of products. The multimedia shopping experience will provide people with more information about their products. This phenomenon is called “angel marketing.”
SaaS products will have a marketplace that connects the buyer with the vendor. Customers will not have to go to a vendor to buy a product; instead, they will go to a marketplace.
SaaS product marketers will market more effectively and generate more revenue by tapping into the new consumer mindset’s pulse.
Software as a service (SaaS) marketing trends will emphasize improving the performance of SaaS applications.
SaaS product offerings will focus to a greater extent on software platforms and their use for highly-targeted vertical market use cases.
The study found that SaaS (software as a service) companies will be able to deploy new products to the market faster than before using niche-specific, targeted marketing across multiple channels.
SaaS marketers will have many of the same concepts but apply them to different capabilities. Successful SaaS providers will harness new technology trends and be able to develop and position new kinds of products to address new types of market problems that people may have never even known they had before.
Software-as-a-service (SaaS) companies will move beyond simple metrics like conversion rate to more sophisticated measures of value-based marketing. These new metrics will include Customer Lifetime Value, Cost Per Customer Acquisition, and Net Value Per Monthly Active User.
The content, branding, and entire experience of a company’s website should move the customer closer to a buying decision. The website will also become a social community where customers can share ideas and information.
Small-business owners need to embrace cloud-based software. If their businesses don’t have an online presence, they will not be around for very long. The days of the independent store are numbered because it is practically impossible for them to compete with the strength of large corporations.
SaaS product marketing will continue to attract users and improve the ability to sell products without a sales force. However, it will also take companies to automate as much of the marketing function as possible, which will, in turn, mean that we need to continue to see the growth of marketing analytics, marketing automation, and the ability to create and deploy products quickly, with the minimum of customization.
SaaS product marketing trends are predicted to be inbound marketing, consumerization, and advanced analytics.
Marketing and advertising will be linked to the product and delivered in context at the right time based on what the products and services can do.
The SaaS (Software as a Service) product marketing evolution will start simple, with small companies focusing on landing pages, prototype videos, creative content, and basic marketing strategies.
SaaS Marketing will remain relatively unchanged at its core since many of the best practices today stay true to the previous generation of SaaS software sales efforts. The most significant shift here will be adopting a Customer-centric SaaS product marketing, focusing on sharing the solution’s value and vision long before they start paying, with guided/hands-on product discovery and self-service.
SaaS purchases will be the preferred method of buying by companies. This is due to their flexibility, lower cost, and speed. SaaS purchases will be easily made using debit/credit cards in the SaaS app.
Desktop software vendors will no longer excel at the more marketing-intensive functions a software product requires. By 2025, traditional SaaS software vendors will transition to software-as-a-service (SaaS) subscription billing models.
SaaS (software as a service) product marketing trends will be connected to the Internet of Things and next-generation software features.
Businesses will rely on software-as-a-service (SaaS) offerings to help them do everything they do: consume information, product information, and share information.
SaaS Product Marketing Leaders take their product organization from a collection of marketers, developers, and engineers to a highly-integrated interdisciplinary product marketing organization that focuses on the entire product life cycle and all customer touchpoints – discovery, strategy, position, promotion, and operational excellence. They drive automation and optimization and link the organization to the broader business.
Large numbers of small companies will use Software-as-a-Service applications to manage their business activities; there will be many new services and new ways for companies to interact with their customers and market offerings.
The way software is marketed will change forever. Technology will become more critical in a business than the company’s industry, and products will be “promoted” through social media, paid search, and in an increasingly virtual world.
SaaS Marketing will be much more than a “sales-driven” practice. It will require collaboration across various functions and analytical skills. SaaS Marketing will be a strategic differentiator and authority in the marketplace, akin to “branding” and “advertising” in non-SaaS companies. As in non-SaaS companies, corporate marketing will take a “marketing-driven” approach to SaaS marketing: marketing plans, goals, and initiatives will determine products, pricing, bids, messaging, and deliverables. The “sales-driven” approach, as in many SaaS companies today, will be superseded by Marketing-driven SaaS organizations and Companies.
The product marketing team will work closely with the sales team to ensure that the most qualified prospects are being targeted with a more personalized sales pitch.
Product Marketing must be more than an advocate for the product and the visionary. They must transform their role to become a strategic partner to the customer.
SaaS marketing will be data-driven, focused on usability and design, and more integrated with off-line channels – just like consumer marketing.
SaaS companies must be agile, engaging, and offer predictable and continuous value to their customers.
SaaS entrepreneurs will understand how to develop products, market them, and sell them. The key to understanding market demand, reaching target customers, presenting information about the product, and showing how the product works through interactive demonstrations.
The discipline of product marketing will continue to grow to encompass the development of private client services, the sale of professional services and consulting to the Service or Managed Cloud Provider MSP, and the sale of the infrastructure time and allowing buying customers to purchase e-learning courses to help them maximize the benefits of their software. The product marketer’s role is to ensure the creation of additional revenue streams for their seller.
Product marketing will be about helping to generate user excitement for a product and then integrating that excitement into the product’s user experience in an intrinsic way.
It is likely that the products you are presenting will be multimedia-rich and require a visualization layer across all platforms and devices. These SaaS products will require Active content/applications such as Active video, Active audio, Active eLearning, Active text, and Active learning-by-doing. It will be imperative to convert the web traffic coming to your site into leads. In the future, the site will have to be designed to convert browsers into leads and customers.
Digital product marketing companies will provide many valuable services and their main software product, digital marketing services, or digital advertising services. These other essential services include user acquisition, content, predictive analytics, and even digital security services.
Conclusion
If you’re looking to be on the competitive edge in SaaS product marketing, keep an eye on these trends.
And if you want help putting together a winning strategy for your business, don’t hesitate to reach out to us.
We have years of experience helping businesses like yours achieve success with their product marketing initiatives.
