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18 SaaS Marketing Strategies To Increase ROI in 2025
No fluff. Just real strategies-no email, no sign-up!
AI Performance Marketing: Real-Time Ad Campaign Insights
April 23, 2025
Despite spending an average of 8% of their annual recurring revenue on marketing, many SaaS companies continue to face challenges in achieving consistent ROI.
With thousands of tools in the market and customer expectations changing fast, marketing teams need to work smarter to get attention and convert it into long-term value. Paid channels have become more expensive, organic reach takes time, and customer loyalty depends on how fast they find value in your product.
If you're building a SaaS product or leading growth, you can't afford to waste time on random tactics. You need a clear approach that fits your product, your audience, and your growth stage.
This blog will break down how to create a strong SaaS marketing plan and offer 18 focused tactics that help increase ROI in 2025.
Let’s get into it.
A SaaS marketing strategy is a data-backed plan designed to drive user acquisition, product adoption, and long-term retention for subscription-based software products. It uses channels like SEO, paid ads, product walkthroughs, lifecycle email campaigns, and in-app messaging to attract qualified leads and move them through the funnel.
It focuses on improving trial-to-paid conversion rates, reducing churn, and growing customer lifetime value. Teams use behavioral analytics, segmentation, A/B testing, and product-led growth tactics to improve performance at every stage.
Unlike traditional marketing, SaaS marketing works closely with product, sales, and customer success teams to improve the entire customer journey across web, mobile, and in-product experiences.
Marketing a SaaS product takes more than guesswork and generic tactics. Whether you're targeting fast-growing startups or large enterprise teams, your plan needs to reflect the unique needs of each audience.
If you're marketing to startups, your strategy should focus on accelerated growth, showing how your product can drive traction quickly with minimal setup and flexible pricing. On the other hand, enterprise-focused SaaS marketing needs to highlight your ability to deliver value at scale, address complex decision-making processes, integrate into existing ecosystems, and build long-term trust across multiple stakeholders.
Below are some of the steps that go into creating a B2B SaaS marketing plan tailored to your audience and growth stage.
If you try to market to everyone, you end up converting no one. The strongest SaaS marketing strategies begin with clear audience identification.
Here, you need to define two things:
Once you have this foundation, build detailed buyer personas representing the stakeholders within those companies by identifying their roles, goals, pain points, and buying journeys.
To truly understand them, go deeper than job titles and focus on the specific outcomes they want to achieve by using your product. Every element of your marketing plan should connect back to these insights to maximize impact.
Here’s what a well-built ICP and buyer persona look like.
Many B2B companies overwhelm their audience with endless content, hoping something will stick. Thanks to AI, the market is flooded with posts, whitepapers, and webinars that often fail because they ignore one key fact: buyers’ readiness varies.
In fact, only 5% of your audience is actively searching for a solution at any time. The other 95% range from being unaware of a problem to just starting to explore options. Focusing solely on that small active group limits growth and misses future buyers.
Effective marketing strikes a balance between two key goals:
To do this well, align your content with the five buyer awareness stages:
Each stage requires different content types, such as industry insights for the unaware, guides for those already aware of problems, comparisons for those already aware of solutions, demos for those already aware of products, and clear CTAs for the most informed.
Your goal is to meet buyers where they are and combine brand and demand efforts. Great SaaS companies see content as an investment in future revenue, not just immediate acquisition.
Explore how to align content with every funnel stage and discover eight proven formats to boost conversions here.
In B2B SaaS, distribution should be an intentional, layered process, not an afterthought. To do so, follow these steps:
A February 2024 survey found that 58% of marketers automate their email marketing, while 49% use automation for social media, highlighting the importance of blending owned, earned, and paid channels. The same study reported that nearly 70% of marketers experienced success with automation, highlighting the value of creating a ‘distribution ecosystem’ that incorporates retargeting, partnerships, and influencer collaborations to amplify reach beyond a single channel.
Discover how to choose the best channels for your strategy here.
Marketing teams often fall into two traps. Some focus on surface metrics, such as website visits and likes, that don’t reveal the true impact. Others chase complex attribution models that slow decision-making.
The smarter approach is to focus on revenue-driven metrics that are directly tied to business growth. To do so, prioritize:
Neglecting either causes blind spots. Your tech stack should support these priorities with tools like Salesforce or HubSpot CRM, marketing automation platforms, analytics tools, and data visualization software. Build your stack intentionally, adding tools only when they improve measurable outcomes.
Learn how to design dashboards that track the right metrics. Read More.
In B2B SaaS, your marketing team must evolve alongside your company’s stage and goals. Trying to “hire like a Series C” when you’re still a startup leads to bloated teams and unclear impact.
This framework from MKT1’s Emily Kramer organizes marketing into three core functions:
Early-stage companies rely on versatile generalists who handle multiple functions; however, as you scale, bringing in specialists for content, growth, and product marketing becomes essential to deepen execution and build strong pipelines.
At the same time, carefully decide what to keep in-house, such as brand narrative and core messaging, to maintain strategic control, while outsourcing specialized tasks, like SEO audits or video production, to optimize resources. Agencies like TripleDart Digital can function as an extended marketing arm, helping SaaS companies scale content, performance marketing, and RevOps without the overhead of building a large internal team.
Compared to a traditional product, a SaaS product is more dynamic - in the sense that it is always updated with new features or improved infrastructure.
There are many notable differences between SaaS and traditional marketing. Here are a few major areas where they are different from each other
As promised, here are our top 18 winning marketing strategies exclusively curated for you:
Content marketing is a primary strategy undertaken by a SaaS content marketing agency. Businesses around the globe utilize content marketing strategies to build their brand, attract visitors to their websites and generate leads. In Fact, 91% of marketing pros surveyed by Semrush achieved success with their content marketing in 2021.
Content continues to drive leads even if you stop spending on it. Due to its compounding power of return, the value of content marketing has increased over time. Content marketing is not just creating content but also ensuring that it provides value to your target audience.
Here is a SaaS marketing strategy example of how Dropbox used content marketing to generate leads.
Dropbox attracts potential customers with targeted content for file sharing and storage services like Dropbox Business, Dropbox Tech, and Dropbox Developer blogs. They also host several webinars to communicate their credentials to prospective clients.
PPC is yet another effective SaaS marketing strategy example. It allows you to bid on specific keywords related to your products or services. This SaaS marketing strategy uses organic and paid search to reach your target audience, attract qualified leads and drive traffic to your website.
An effective PPC strategy comprises the following elements-
Use keywords that are relevant to your business. If too many keywords are in the list, try to narrow them down to 3-5.
Start small and gradually increase spending. Set an appropriate budget for your campaign.
Make your landing page attractive and put clear CTAs. Make sure it aligns with your campaign goals.
Here is what a PPC ad looks like
Check out how TripleDart helped Fincent generate $150k in pipeline through paid search campaigns click here.
One of the SaaS marketing challenges is to keep your page continually visible on the search engine. Enter SEO that works parallelly with content marketing to make your content discoverable on search engines like Google, Bing, etc. It comprises two important categories-
On-page SEO is optimizing parts of your website to make it rank higher and get more search engine traffic. It includes keyword strategy, internal linking, use of titles and descriptions, load time, and UI optimization.
It refers to SEO tactics applied outside of a website to improve its rankings and includes link building, guest posting, social media marketing, and more.
Here is an example of how ServiceTitan, a cloud-based service management software, successfully utilized link building to scale up their business.
ServiceTitan has built a content moat in the service management software industry and created free tools and templates that drive backlinks without manual link-building effort.
Here are some stats on ServiceTitan’s link-building efforts
They have acquired 1300+ backlinks only from free tools and templates. Eventually, these resources will keep earning links over time without manual outreach.
Co-marketing refers to business collaboration where a company runs a marketing campaign with other companies. It happens when either companies complement their product offerings or share a similar point of view or approach to business.
There are set rules for co-marketing, but it typically involves creating content, such as an ebook, hosting a webinar, or publishing some research together. The companies participating share all the costs incurred and leads generated during the process.
Co-marketing is a great way to leverage each other’s following and reach a different audience. By joining forces, you can create highly desirable content and generate leads.
Here is an example of HubSpot and LinkedIn co-marketing with an ebook
Retargeting or remarketing helps address the 98% of visitors who leave a website without making a purchase. It helps your business dramatically increase conversions by re-engaging people that left your website without any action. Retargeting tracks your website visitors and shows them with online ads as they visit other sites around the web.
Most retargeting software enables marketers to target people beyond website visits. For example, you can launch a campaign based on events- such as opening an email or attending a webinar. It is a valuable tool for marketers as it gives your brand another chance to establish trust, credibility, and familiarity with website visitors.
Here’s how retargeting works
Referrals are a great way to grow your business. They typically cost nothing to generate and are a great way to build long-term relationships. It works when someone refers a friend or colleague to your website while earning a commission.
With referral programs, you can encourage your existing clients to share your link within their circle of friends and family. This is a great SaaS marketing plan as it creates more opportunities for word-of-mouth marketing.
Here is how Trello, a collaboration platform, does it-
Trello’s referral program uses a simple cumulative structure: When you refer a friend who signs up, you get a free month of Trello Gold (their premium plan). You can refer up to twelve friends and get a year of Gold for free!
Review sites allow businesses to publish reviews about their products and services. It is a great SaaS marketing strategy, but before jumping in, you need to do these things first
Here is what Trustpilot looks like
Some companies struggle to convert trial sign-ups into paying customers. Even if people browse their website for a while, they don’t bother signing up even for a free trial.
This is mainly because customers don’t want to go through the extra hassle of filling up credit card information. So a simple way to tackle this problem would be to offer a freemium model trial period with no credit card information.
Freemium models are proven to increase conversion rates and build trust among your target customers.
For example, Canva offers users free access to its advanced graphic design and editing tools. Users can create social media images, website banners, and more with their easy-to-use platform, which includes thousands of stock images and hundreds of templates. Upgrading to Canva Pro gives users even more templates, stock images, and various branding tools.
Clearly, Canva’s freemium model is working. The company has over 5 million Pro customers and is valued at $40 billion.
The customer experience (CX) includes everything from the quality of products and services to ease of ordering and delivery. It typically refers to the overall interaction between a company and its customers.
Here are some ways to improve your CX-
Customers like to feel special, important, and heard. They love to have their preferences at hand. Make sure your website is mobile responsive and has a great design.
If a customer takes their time to give feedback, make them feel heard. Respond to them and try to resolve their issues at the earliest.
You can try investing in technology such as AI-powered chatbots and machine learning to ensure customers are always engaged. These tools will help you automate processes so that you can focus on what matters most — providing exceptional service.
No one likes tedious sign-up pages. It is frustrating, to say the least. Sign-ups should always be quick and simple. Here are a few things you can do to make sign-ups effortless for your customers-
Here is a good example of a sign-up page from Workplace. It is simple and includes a title, a tagline, and a logo that sends the user back to the homepage.
Creating a design that provides a great user experience and is lively and attention-grabbing is crucial for SaaS companies. The most important element of a website is its ability to convert visitors into leads.
Let’s talk about Jotform’s homepage here. It is short and sweet yet accomplishes two goals very well-
Account-based marketing (ABM) or target account selling is a great way for B2B SaaS companies to increase leads, personalize marketing materials, and close bigger accounts. It allows you to tailor your marketing messages and content to the needs of each individual account, increasing the likelihood of conversion.
Additionally, ABM provides SaaS marketers with valuable insights into what is working and what isn’t so that you can make necessary adjustments to your campaigns.
Old SEO is fading with AI-powered discovery taking over.
Traditional SEO, once built on keyword stuffing and manual link building, is no longer sufficient. Platforms like ChatGPT, Claude, and Perplexity AI are rapidly becoming new gateways to content, shifting how users search and how businesses must optimize their content.
If your organic traffic is dropping, it’s time to ask: Are you optimized for AI?
The truth is, AI-powered SEO works differently. It understands what users really mean when they search, analyzes massive amounts of data quickly, and identifies patterns that traditional SEO often misses.
AI uses natural language processing (NLP) to identify relevant keywords aligned with search intent and machine learning to detect toxic backlinks more accurately than traditional audits.
One notable example of AI’s growing influence is TikTok One’s Insight Spotlight tool. It filters content by user demographics and industry while offering AI-driven ad and keyword suggestions based on trending videos. Brands leveraging tools like this gain early access to rising trends and visibility where audiences are already engaged.
Imagine creating content briefs in five minutes, finding 80% more relevant keywords without endless spreadsheets, and running automated link audits that identify toxic backlinks and suggest high-quality link-building opportunities.
TripleDart Digital’s AI SEO agent is built for this new reality.
Backed by TripleDart Digital’s decade-long marketing expertise, the AI SEO agent automates keyword research, content briefs, meta optimization, link audits, and AI-friendly schema markup, while preserving your brand voice. Using ready-to-use AI SEO workflows, TripleDart Digital accelerates organic growth and delivers a measurable ROI.
The results speak for themselves:
Top AI SEO agencies, such as TripleDart Digital, combine advanced technology with marketing expertise to create technical, high-converting content that resonates with decision-makers and ranks well across emerging platforms.
As we mentioned earlier, buyers today aren’t just searching on Google. They’re asking ChatGPT and Perplexity AI for product recommendations, comparisons, and quick answers. If your SaaS product doesn’t show up in those responses, you’re missing a growing stream of high-intent traffic.
Large language model (LLM) optimization makes your content easy for LLMs to find, understand, and recommend. This strategy is fast becoming essential for SaaS brands that want to stay visible across AI-powered platforms.
Here’s how it works:
Take SignEasy, a mobile-first eSignature SaaS, for example. Despite having a strong SEO presence, they weren’t appearing on ChatGPT or Perplexity.
In just four months, TripleDart grew its AI-driven sessions from 20 to over 700 a month. Leads increased from 10 in January to 28 in April, marking a 30% increase in leads with no disruption to their core SEO.
Video marketing remains one of the most effective SaaS marketing strategies for driving conversions and engagement. In fact, video marketers generate 90% more qualified leads annually, and 81% of people say they’ve purchased a SaaS tool after watching a brand’s video.
Short-form videos are gaining traction with formats like Instagram reels and TikTok leading the way. These platforms offer an excellent opportunity to connect with your audience quickly and creatively.
But to succeed with video, you need more than flashy edits. You need to align your video content with your product messaging and buyer journey.
Let’s say you’re promoting a social media management tool. Here are some types of videos you can test:
Canva does this well by regularly posting reels that combine design tips with subtle product updates.
And don’t limit distribution to one channel. Share your videos across YouTube, email campaigns, landing pages, and your website to increase visibility and conversions.
Email marketing offers a strong return on investment. While results vary, a good email marketing ROI generally ranges from $7 to $40 for every dollar spent, making it an incredibly cost-effective channel.
You can create email campaigns for many purposes, including:
To get started with email marketing, here are some best practices we recommend:
A great example of a newsletter is Atlas Obscura, which combines storytelling with exploration, offering quirky travel tales such as “Inside Montréal’s ‘Dream and Nightmare Laboratory’” and “Saving the Sea Cows of Vanuatu.” With captivating subject lines, vivid imagery, and flexible send options (daily or weekly), it's a great example of how to keep readers engaged and looking forward to every email.
Done right, email marketing helps SaaS brands connect with their audience, drive conversions, and build long-term loyalty.
Many SaaS companies skip social media marketing because they think it's only for lifestyle brands. But with over 5 billion users worldwide, social platforms are now essential discovery engines, even for B2B software.
Social media helps you:
Here are three key platforms where SaaS brands can create real impact:
In another example, we can see how Shiyam Sunder, founder of TripleDart Digital, utilizes LinkedIn to share insights from their analysis of over 500 AI responses, transforming them into a visually engaging and educational post.
By breaking down the anatomy of an AEO-optimized page, the post not only offers value to marketers and content strategists but also positions the brand as a thought leader in SEO for the AI era. This kind of expert-led content sparks conversation and credibility among decision-makers on the platform.
Account-based marketing is focused on delivering highly personalized buying experiences to your most valuable accounts. Instead of broad targeting, ABM zeroes in on key prospects with tailored messaging and content.
To launch a successful ABM campaign, collaboration between marketing, sales, and other teams is essential. Here’s how to get started:
We’re seeing this shift in action, with our founder Shriyam Sunder sharing how a lean ABM setup generated $350,000 in pipeline within 90 days using tools like HubSpot and Smartlead, proving that ABM is no longer just for $100,000+ enterprise deals.
With the right strategy and accessible tech stack, even growing SaaS brands can launch impactful ABM campaigns at scale.
Marketing channels are tools and platforms that help you spread the word about your products and services. They help you overcome the barrier between you and your potential buyers.
Have a look at some of the best B2B SaaS marketing channels-
The first and very obvious channel for digital marketing is, of course your website. It is the ultimate medium to reach out to your customers, but there is only one catch: you have to rank on Google.
Having a better rank on Google means your prospects have a better chance of discovering your existence. Effective content marketing is a great way to ensure your website ranks well on Google.
If you want to reach millions of users then social media is the right marketing channel for you. According to Forbes, 94% of B2B SaaS marketers use Twitter, and 93% actively use Facebook (2016). Using at least one of these social media platforms can help you improve your company’s overall presence.
Also, keep in mind that you’re not limited to just one SaaS platform because it’s possible to use both Twitter and Facebook simultaneously, or you can be present in other platforms like Instagram, Youtube, LinkedIn. But remember to separate your personal brand from the business if you choose this route.
Email marketing is a great way to stay on the mind of your customers and prospective users. You can even create different incentives for people to sign up. But be sure not to send out too many emails or you might end up in their spam box or even get unsubscribed. Some good examples include newsletters about upcoming events, new offers, new launches, coupons/discounts etc.
91% of consumers want to see more online video content from brands. This is a compelling enough reason to start with videos. You can start by adding promotional videos on YouTube or even embed them into your website using the “YouTube iframe” function. Additionally, you can also create custom ads if you have a Facebook page so people can see all different kinds of content about your company.
Blogs are a great way to deliver informative content or inform your customers about new products and services. B2B marketers who use blogs receive 67% more leads than those who do not, and blogs have been rated the 5th most trusted source for accurate online information.
SaaS marketing strategies are vital to the growth and success of any SaaS company. It needs to be continually updated, monitored and analyzed, making adjustments to as needed in order to maximise ROI. However, it is not easy to practise these strategies without knowledge, expertise or a guide as there is no one-size-fits-all solution.
If you are looking to implement effective SaaS marketing strategies, look no further.
We at TripleDart, a leading SaaS marketing agency, tailor make effective SaaS marketing strategies for your business to help you attract your ideal buyers. We plan, create, and optimize content to help you acquire leads, build market awareness, and nurture opportunities.
Book an intro call now!
Join 70+ successful B2B SaaS companies on the path to achieving T2D3 with our SaaS marketing services.
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