7 SAAS Marketing Examples That’ll Blow You Away! Here’s How They Worked

7 SAAS Marketing Examples That’ll Blow You Away! Here’s How They Worked

Content Marketing
Video

When it comes to marketing, all the worlds a stage. You just have to make sure you’re putting on the right sort of performance for your audience.

Software may not be deemed very sexy by most advertisers, but these 7 renowned brands have paved a way for their success; Changing the way people live AND think of software.

So how do SAAS (software as a service) company put their best foot forward to increase sales AND retain customers? Check out these 8 SAAS marketing wins and how more SAAS companies can learn from their examples.

HooteSuite: Relevance in Action

Here’s a bit of light-hearted content to get the ball rolling. Hootesuite is everyone’s favourite social media scheduling platform, having revolutionised the way businesses and individuals managed their social content. Whilst the software has become the new standard in online social management, Hootesuite wished to attain a deeper relationship with their existing customers as well as perhaps reach out to more in the process.

In light of this, they created a “Game of Thrones”-inspired video and launched it at the same time as the release of the show’s final season. Their video showcases a similar narrative of warring social accounts and how they come together thanks to Bran Stark (oops, I mean, Hootesuite).

The main take away. Fans totally understood the reference and experienced a deeper closeness with the Hootesuite brand. By creating relevant/timely content, Hootesuite humanised their brand and showed that tech could be culturally savvy.

Hubspot: Knowledge is Power

You don’t become the world’s favourite marketing CRM by accident. Hubspot has become the industry standard when it comes to providing holistic solutions to businesses in regard to marketing, client retention, sales, social media, you name it.

Like most SAAS companies, they offer a “Lite” service to pique interest, however, what prompts customers to invest more and stay with the brand is undoubtedly Hubspot’s commitment to educating customers (among other benefits).

Hubspot’s thorough data research into trending keywords and queries incited them to create a series of videos covering viral buzz terms like “What is AI” as well as prompted a series of “Hubspot Academy” courses covering digital marketing in depth. By providing answers to common questions, they’ve built rapport with the public and earned their trust.

From social to sales, Hubspot’s certifications have made them a trusted provider and companion to all allied businesses, all through being willing to share their knowledge rather than just scrambling to make a profit.

Mailchimp: Creativity Worth Investing In

When it comes to email marketing, most businesses immediately think of Mailchimp. Why is that? With big names starting to creep into the market, Mailchimp still reigns supreme thanks to their dedication to creative freedom and wild ideation.

While a lot of SAAS companies may feel this sort of free-range creativity is gratuitous, Mailchimp’s customers LOVE it, proving that investing in content that makes you different can really pay off.

Not only is their service easy to use, highly intuitive and effective, but their marketing collateral surrounding their software is the most intriguing and bizarre stuff you’ll ever see a SAAS company produce.

Our favourite campaign included a series of videos based on mistyped keywords people used whilst in search of Mailchimp online. These included, “jailblimp,” “failchips,” “snailprimps” and our favourite, “kalelimp.”

See the (effective) bedlam for yourself.

Slack: Understanding User Pain Points

Everyone’s guilty of “slacking” at work, and Slack is all the better for it! The world’s go-to customisable chat room for the workplace, Slack boasts 10 million active daily users and experienced a 50% rise in paid users over the past 5 years. How?

Slack’s ads, interface and functionality are completely designed to manage and alleviate customer pain points with real solutions. For example…

  1. It identifies the issue of communication between different departments and provides custom channels that can be accessed with ease.
  2. It allows for collaboration amongst personnel to that all parties can stay up to date with deadlines and wins.
  3. Its features and intuitive interface allow for file sharing in a setting that can be as formal or informal as users want it to be. Streamlining communications in one place so you can get more work done.

SAAS brands can learn an invaluable lesson from ensuring their advertising collateral truly identifies customer pain points and provides real-life solutions to commonplace issues. This will immediately position customers to seek your services as a solution to their challenges.

CANVA: Nurturing Users Down The Funnel

The bane of graphic designers, the saviour of design simpletons. Canva is an online design system that offers creative solutions to businesses unfamiliar with the Adobe suite. The product itself is phenomenal. It’s easy to use and provides design solutions to even the most aesthetically impaired users.

While the product speaks for itself, Canva has a marketing strategy functioning behind the scenes that’s turning free users into invested subscribers. Here’s how…

1. Create trust in the followers

By utilising a public account on social media, Asana created a space where people could freely view their content and become familiar with the brand and their values. A casual space like Instagram allowed people the ability to engage with the brand without having to sign up for anything. The more familiar people became with Asana’s social accounts, the more trust was built over time with followers and trust is an invaluable asset that helps humanise SAAS brands.

2. Build a genuine community interested in their content

The more trust built between followers leads to a growing fan base. Asana took the next step in creating engaging social channels by creating content that spoke to their viewership. Not only were their posts humorous but they were extremely useful, timely and informative. A great way SAAS companies can engage their audience is by including content that includes…

Hacks and tips pertaining to their expertise
Case studies of existing customers who are pleased as punch with their experience
Timely posts that celebrate particular anniversaries or holidays
Memes that sum up collective sentiment

3. Attract new customers

By creating a solid following that regularly comes back for more insights, you’ll be able to undoubtedly reach new people who may become future customers. By facilitating a safe space where they can see what you’re made of and ask questions about your service, you’ll be opening the doors to new clients who’ll be keen to take the next step. Asana’s growing popularity and position as an industry-standard is a testament to their well-planned social strategy.

By nurturing people through a funnel of valuable content, Canva was able to meet clients all the way through their decision-making and convert them at the very end.

Incredible content from a SAAS brand that’s providing easy solutions to design needs.

Asana: Prioritising Social Media

While every “Tom, Dick and Harry-company” (and their dog) has a social media account, don’t ever underplay the importance of a carefully thought-out social media strategy. Being consistent and carefully thinking through your social media output can make all the difference to a SAAS company’s longevity.

Asana caught on quickly, knowing that in order to humanise their brand and remain relevant they needed to stay on top of their posts and make sure that the content was engaging.

By remaining consistent with their out-put they were able to…

1. Create trust in the followers

By utilising a public account on social media, Asana created a space where people could freely view their content and become familiar with the brand and their values. A casual space like Instagram allowed people the ability to engage with the brand without having to sign up for anything. The more familiar people became with Asana’s social accounts, the more trust was built over time with followers and trust is an invaluable asset that helps humanise SAAS brands.

2. Build a genuine community interested in their content

Building trust leads to a growing fan base. Asana took the next step in creating engaging social channels by creating content that spoke to their viewership. Not only were their posts humorous but they were extremely useful, timely and informative. A great way SAAS companies can engage their audience is by including content that includes…

– Hacks and tips pertaining to their expertise
– Case studies of existing customers who are pleased as punch with their experience
– Timely posts that celebrate particular anniversaries or holidays
– Memes and gifs that sum up collective sentiment. The sensation is…

3. Attract new customers

By creating a solid following that regularly comes back for more insights, you’ll be able to undoubtedly reach new people who may become future customers. By facilitating a safe space where they can see what you’re made of and ask questions about your service, you’ll be opening the doors to new clients who’ll be keen to take the next step. Asana’s growing popularity and position as an industry-standard is a testament to their well-planned social strategy.

These are just a few things you’ll need to take into account when it comes to marketing your SAAS company, but the possibilities are endless when it comes to finding a strategy that suits your needs. Get in touch with the team here at King Content. We’ve had a wealth of experience working with SAAS brands, helping them smash their goals and helping them make a name for themselves.

If you’re keen to take your SAAS business to the next level, we’ll give you the boost you need, here at King Content.

Nadia Dore Wheeler
Content Marketing
Video

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