Published by New Media Ghost
Last updated August 2026
If you want to know how to market your SaaS company, you must understand how SaaS marketing is different from other forms of marketing. We take a look at 5 ways SaaS marketing is different.
1.) Marketing Software and Service
SaaS companies have the difficult task of marketing on two fronts.
Your SaaS marketing strategy should be focused on your software, and the service you provide too. Far too many SaaS companies neglect to effectively market their service, while pumping endless resources into marketing their software. Of course, it is still important to promote your software product. However, software cannot survive without service.
If there are similar software products to yours on the market, your service could be the deciding factor for a customer. It is therefore paramount to highlight the benefits of your service. Examples include cyber and data protection, installation guidance, or steps to ensure customer satisfaction – a SaaS company’s service is what turns customers into loyal customers. By informing your current customers of what you offer, you will help them understand your services better.
2.) Retaining Customers
This leads us onto our next point, which is retaining customers. A major way SaaS businesses should focus their marketing efforts includes retaining customers. Many businesses will devise marketing strategies to attract new customers or clients. While seeking new customers is important for business growth, the existing clientele should never be forgotten.
That is all the more true for SaaS companies. Existing customers will be the first to try any new offerings you have from new products and deals to the latest software updates. But how do customers decide whether a SaaS product is right for them? Trials and demonstrations can play an important part.
Supporting customer retention means continuing to demonstrate value after the initial sale. Regular software updates, useful customer support, onboarding, troubleshooting and clear communication can all contribute to the customer experience.
Always remember: you are selling your service, not just your software. This is particularly important for subscription based SaaS businesses, where the relationship with the customer continues long after the initial purchase.
With a plethora of software as a service offerings, customers seek simpler ways to run their businesses. The easier you can make your SaaS for the end user, the more likely they are to see its ongoing value. This doesn’t mean providing less functionality, but making your software and service straightforward and effective to use.
3.) Subscriptions, not just a one-time purchase
Retaining customers is a natural focus for SaaS companies because their services are primarily subscription-based. Indeed, software is not usually a one-time purchase. Subscription based software is now commonplace across both business and consumer markets, with customers paying for continued access to software, updates and services rather than making a single purchase.
Therefore, the customer journey for SaaS companies is remarkably different from businesses offering products as a one-time purchase. Once a customer has decided to purchase a subscription plan, they often have the freedom to switch plans or upgrade depending on their needs. This flexibility enhances the relationship between the company and the customer.
A major reason why SaaS marketing is different is that success for many SaaS companies depends on long-term, ongoing subscriptions. SaaS marketing strategies must therefore highlight the strengths of subscription plans to prospective customers.
But how do customers decide on a subscription plan? It usually starts with a free trial.
4.) Trials and Demonstrations
Trials and demonstrations are a common part of SaaS marketing because they allow potential customers to experience or see the software before committing.
Depending on the product and business model, a free trial, demonstration or guided onboarding experience can help potential customers understand how the software works and whether it solves their particular problem.
SaaS marketing strategies must always reflect the customer journey. If your business includes a free trial of your software, then your marketing strategy must effectively communicate this. Free trials are a great incentive because, by definition, they are free. But customer decisions aren’t solely based on price.
5.) Not simply about the price
There’s no denying that price is a major factor when customers compare products. However, price is not necessarily the main consideration for SaaS customers. People want to know what you offer and how it can benefit them or their business.
For this reason, you should focus less on your price and more on the quality of your software and service. Highlight why your software is needed and why you are the best SaaS company to offer it. You want to ensure that your customers and businesses buy into the idea that you are providing a return on investment.
Looking to Grow Your SaaS Business?
SaaS marketing needs to communicate more than the features of your software. It needs to show potential customers the problem you solve, the value you provide and why they should choose and continue using your service.
New Media Ghost helps technology businesses develop marketing strategies that connect their expertise, content, search visibility and customer communication.
Send us an enquiry to discuss your SaaS marketing.
