What is a SaaS Agency?

Every company has its niche and in the world of marketing that’s no different. While some marketing agencies focus exclusively on web design or on specific industries like healthcare, others specialize in marketing software as a service or SaaS. SaaS has a huge market share, with estimates that it’ll top 170 million dollars in 2022. In such a highly-competitive market, it’s important to find a marketing agency partner that understands the unique challenges and knows how to develop a SaaS marketing strategy for the software space. And that’s where a knowledgeable SaaS marketing agency comes in. In this blog, we’re exploring what a SaaS agency really is and how to find the right agency that’ll take your company to the next level.

What is a SaaS Agency?

At the most basic level, a SaaS agency is a marketing agency that focuses its efforts on developing marketing strategies for SaaS companies. What does that actually mean, though? Isn’t marketing just marketing?

When it comes to marketing agencies, it might seem like you’re comparing apples to apples, but that’s not the case with SaaS. Unlike other strategies, SaaS agencies assist in developing and implementing short- and long-term plans that target SaaS-specific goals like boosting lead generation, improving customer acquisition and retention, and driving growth. Essentially, SaaS marketing agencies understand the nuts and bolts of what makes selling software unique and how to leverage proven strategies to target specific buyer personas.

So we know what a SaaS agency is, but why is SaaS marketing different? There are a number of reasons, but here are two we think underscore the importance of finding a marketing agency that intimately understands SaaS.

1. Software isn’t tangible. We can’t hold it, feel it, and show it off in the same way we can physical products. Traditional marketing strategies like Facebook advertising or influencer marketing aren’t likely to work well with SaaS, at least not without pairing those strategies with a whole host of other channels to truly hit your buyer personas at different stages of the funnel.

2. The SaaS sales cycle is unique. It demands a B2B SaaS marketing strategy to match. Rather than focusing on one-time sales, SaaS companies have to put effort into a myriad of buyer personas at all different stages of the sales cycle, including strategies to net higher quality leads and to keep closed deals on board at renewal time.

How Do You Find the Right B2B SaaS Agency?

So how do you find an agency that truly understands how to market software as a service? Be on the lookout for these four things.

Data-Driven Techniques

Data is the cornerstone of a successful SaaS strategy. A spray and pray method simply won’t work, and the best SaaS agencies geek out over data daily. Look for an agency that works strategies like market research, predictive customer acquisition modeling, and customer journey mapping and analysis into their overall approach. Be prepared to send as much data as you can so your agency partner can truly get your product and your buyers. All of this helps SaaS agencies build a strategy to capture leads at every stage of the funnel. 

A Multi-Channel Approach

A multi-channel approach to marketing allows companies to connect with their audience through several different angles, and at several different points in the buyer journey. The fact is, just one touchpoint isn’t going to cut it. SaaS marketing channels typically include organic search, paid search ads, paid social ads (especially LinkedIn), and email campaigns, although the exact marketing mix will vary based on your buyer personas and the data you have available about your target market. Time after time, multi-channel approaches win out over singular, disjointed approaches for SaaS.

Proof of Results

Anyone can say they’re good at SaaS marketing. But the proof is in the pudding, as they say. The right agency will have the results to back it up. Look for agencies with case studies, blogs, or other pieces of data that prove their ROI when it comes to SaaS marketing. For example, at Statwax, 100% of our clients hit their acquisition goals in 2020, and we have case studies about our SaaS efforts, like how we managed to yield a 14.75% increase in qualified leads year-over-year coming directly from digital ad efforts for one client.

Statwax: Driving Better Customer Acquisition

At the end of the day, we know that SaaS companies aren’t just looking to boost their customer acquisition numbers. They’re looking for an increase in quality leads, extensive information about where their leads are coming from, and how to generate more of them. At Statwax, we combine an account-based marketing approach with proprietary data models and lead scoring to develop a marketing strategy that’s effective, scalable, and efficient at any level. Ready to learn more about our approach to SaaS marketing and what we can do for you? Drop us a line.