Top 10 SaaS Product Marketing Trends for 2022
Product marketing has been riding the wave as an emerging trend among SaaS. The year 2020 disrupted all the industries around the world, but with the onset of 2022, things are gradually changing. Yet, gradually, the product marketers are focusing heavily on the growth of their SaaS products.
The disruption caused by the pandemic in the year 2020 brought companies and businesses to a halt, but it offered a lot of opportunities to SaaS. With the major workforce working from home, the purchases and processes were shifted online.
The beginning of 2021 has brought about the growing importance of SaaS in almost all organizations. Now, in 2022, we are evaluating its outcomes.
This is where the concept of product marketing steps in. There are a lot of tools and resources available and if the marketers know the right strategy, they can position their products in the market successfully.
Why is SaaS Marketing Different?
Unlike traditional marketing, SaaS marketing requires a more specific approach to marketing. As it uses a unique sales channel, SaaS owners need to have a SaaS mindset. Let’s have a look at the 5 key steps in this unique sales channel;
Awareness
It is highly important to know how many customers you are planning to reach. If you are aware of the number of your potential customers, you can put your energy to expand your brand awareness wider.
Acquisition
Like awareness, the acquisition is also pretty important for SaaS owners. Keep tracking of how many users are visiting your website, social platforms or other channels will give you great insights for the next steps.
Purchasing
This is where your potential customers decide to make a move so, purchase your product. It would be great if you identify how they made a purchase, from the CTA or something different?
Retention
It is time to make your customers permanent. Somehow, you made them a part of your SaaS product but you need to keep them engaged and respond to your marketing efforts. Offering exceptional marketing and customer experience are the key things to retaining your customers.
Revenue
Knowing how many of your customers are “paying customers” and how many of them are not is vital. That will light the way for the future of your product.
As you can see, the SaaS sales cycle can be unpredictable, but you can prepare yourself for this volatile situation. Take a closer look at the hottest trends and shape your SaaS marketing strategies accordingly!
Top 10 SaaS Marketing Trends for 2022
Let us look at the top 10 SaaS marketing trends for 2022.
Shifting Closer to Product-led Growth
With the traditional marketing of a product, the marketers were supposed to find the leads and sell the product. But with SaaS product marketing, this has changed. Here, the product-led strategy is of the core value and is supposed to add value to the marketing strategies around SaaS products.
The product, its growth, and the concerns it addresses are under the central focus. This way, the product is said to speak for itself and can sell itself well. The product teams are required to collect feedback from the customers. This feedback can help them determine the latest feature set and benefits they can offer in the next version of the product.
Besides providing SaaS services, some SaaS Product development companies also provide product-led strategy marketing services to their clients.
Finding out Niche SaaS & Features
When it comes to very specific and focused requirements, businesses look for tools that can address the specificity of their issues. Moreover, all the tools and resources available in the market cannot address the specific issues.
The niche SaaS can address these tiny, minute, and specific requirements of the organizations and businesses. The development of niche SaaS has been adopted to focus on specific needs instead of general ones.
Because of this, the market opportunities that were generalized and ignored initially will be paid attention to. Consequently, it is bound to create a lot of value for the end-users and businesses who focus on Niche SaaS development.
Getting Promoted on Relevant Websites
Being seen on trusted networks such as Digital Agency Network will boost your SaaS trustability and also traffic, raise awareness and attract the most qualified leads.
Digital Agency Network is an indispensable online resource for agencies, brands and the global community of marketers. Every month, our website gets over 295,000 monthly visits by an audience looking for the top digital marketing agencies, best practice advice, tips, tricks and insights about how to do business better online.
Alongside various advertising options specifically created for SaaS companies, there are different types of membership options according to your unique needs. As 85% of DAN’s visitors are digital marketers, top agencies, startups and decision-makers of digital-focused brands, SaaS companies prefer listing on DAN to;
- Increase their visibility and engage their potential customers closely,
- Reach digital agencies & the digital community of marketers,
- Fill their sales funnel with the network of your target audience,
- Expand your influence and reach your prospects currently.
Publishing content for SEO purposes that can be work, news or guest author blogs, a dedicated profile page, job postings and social media shares by DAN for the monthly publications are just some of the benefits DAN offers to SaaS companies.
Come and take privilege at DAN’s super beneficial world here!
Video Marketing is No Longer Ignored
The discovery and the process of purchase have been quicker than usual when it comes to customers who want to buy a product. Yet, it has been a general tendency that the customer wants to have a little more knowledge about the product before they can make a purchase.
Recently, a new standard surrounding the products has been introduced in the market. This involves demonstrations of the product in various ways, including videos. It talks about the product in a little detail which has become a necessary factor when it comes to digital products.
Videos have taken over the marketing platforms over the last few years and have managed to outperform the marketing tactics. YouTube has been the main reason behind the videos being so popularized. The marketers that prefer videos have a revenue rise of 49% quicker than the ones who don’t use videos.
Videos are seen to be more engaging than any other form of media. Hence, the businesses have begun working with branded promotional videos. The promotional videos are shot and posted on social media platforms to engage the target audiences. But, video production can come out to be expensive when they are professionally shot. Well, the good news is, that there are so many video marketing solutions available in the market. So, marketers can shoot promotional videos without investing heavily in them.
Simply, product videos help customers understand what they can do with your SaaS product. Videos are good for;
- Showcase new features of your SaaS,
- Create product demo videos to ease the implementation process,
- Make your SaaS product easier to discover,
- Create testimonial videos in order to increase software trustability.
With such demonstrations for the product, the customer can quickly check the product and see if it fits their requirements. It is important to highlight the value your product offers because of the cut-throat competition in the market. Highlight every feature and benefit your product has to offer on the sales page, landing page, and home page of your product’s website.
Automating Customer Success Optimizations
As the customer success process is automated, user acquisition, engagement, and retention become easier. Also, customer success automation will play a very significant role in all this.
Customer success is a term where the customer understands the product you have to offer, sees how it brings value to your business and stays engaged with the product.
Your product can be successful if customers are able to reach the goals they wish by using your product. To ensure that customers stay with your business for a longer period of time, you have to see they don’t get disappointed at any point in time.
Also, in some situations, if a customer has questions, make sure that the automated processes are able to answer their questions. And this includes chatbots, onboarding of new clients, educational content that is easy to find, etc.
Real-time Data Enrichment
When it comes to SaaS, the data in the system is of utmost importance. Also, as the platforms have shifted the processes online, the users leave their data behind. Using this data, you can find new leads and acquire new customers.
In addition to this, you can also send personalized SaaS messages to your customers after analyzing this data. The process of data enrichment enables you to acquire additional information about the website visitors. This lets you have an in-depth knowledge of the behaviour of your users.
Also, the processes can be carried out more efficiently and lets you target personalization which can lead to better marketing tactics and enhanced results.
Focusing on Building the Right Partnerships
These days, the applications work in tandem with each other. They are made in a way that they can share data among themselves. This has been helpful and advantageous to the customer. To make this more beneficial, the companies are joining hands to combine two or more customers’ favourite experiences.
With such thought processes, the companies look forward to making collaboration to reap larger benefits. Examples of these include software, applications, and also eCommerce stores. This helps in marketing the products to a greater extent. In addition to this, because of the co-branding concept, both the brands achieve each other’s audience to target a larger section of the audience altogether.
With such collaboration being targeted, both the brands achieve higher sales that bring in significantly large volumes of profit. Moreover, so many companies offer affiliate programs and affiliate marketing to bring people in, with a large number of followers.
This can bring you new leads and customers by using the brand influencers to target their followers.
Leveraging AI to Improve User Experience
Leveraging AI to improve UX is one of the hot topics that SaaS companies have been following closely recently. If you haven’t heard about the concept of AIaaS, which is knowns as artificial intelligence as a service, you will definitely be closely associated with it. The experts predict the AIaaS market will grow by up to 25.8% by 2030. It’s massive growth, right?
Some SaaS companies that are following SaaS growth trends have already implemented AI-powered technologies in their systems. Chatbots are one of them. So, what else?
- AI allows businesses to provide personalized content that is relevant to each user,
- As it processes data easily in comparison to humans, it optimizes data-driven marketing campaigns better to boost ROI,
- AI can analyze both existing and past data to give SaaS owners insights into conversions, churn rates and CLV.
- It segments email lists to make marketers’ jobs easier.
Marketing New Features of Product
Feature marketing may sound interesting to you but SaaS is a concept where there is room for constant improvement and quick changes. So, what is feature marketing? Why does it appear in SaaS marketing trends?
Sİmply put, feature marketing is a set of tactics that help attract new customers and maximize ROI. When a SaaS company adds a new feature to its current product, it presents the new feature as an additional incentive to stay with you longer. There are two key points that you need to pay attention to;
- New features must increase its overall value,
- They also must offer optimal benefits to customers.
Although it is still a new era in SaaS marketing trends, we believe many SaaS companies will take advantage of feature marketing anytime soon.
Taking Advantage of Multi-channel Marketing and Sales
Every customer or individual today is a part of so many social media platforms. The user skims through the news feed on each social media platform on a regular basis. Due to this, so many brands and businesses target their customers on various social media platforms. Thus, it becomes essential for your brand to have a very active social media channel where you can interact with your customer.
The brands these days are offering various offers on social media which the customer is taking an advantage of. Therefore, if you want to work on multi-channel marketing and sales, this is the right time to activate the profiles on social media. This will encourage a lot of customer engagement.
You can add posts to social media that explain your products or services and can help your customer understand every aspect of it.
SaaS marketing trends are evolving since the introduction of the SaaS concept. Businesses need to learn how to market them effectively to make their product reach the right target audience.
