The SaaS Growth Playbook
SaaS marketing is a different game. You’re selling subscriptions, not one-time purchases. Customer lifetime value, churn rate, and customer acquisition cost are the metrics that matter. Here’s how to build a SaaS marketing engine that scales.
Content-Led Growth
The most successful SaaS companies are built on content marketing. Create comprehensive content targeting problems your software solves. Rank for informational keywords that your ideal customers search before they know your product exists. Guide them from problem-aware to solution-aware to product-aware through strategic content.
Free Trials and Product-Led Growth
Let your product sell itself. Offer free trials or freemium plans that showcase value before asking for payment. Optimize the trial-to-paid conversion funnel: onboarding emails, in-app guidance, and timely upgrade prompts at value-delivery moments.
Paid Acquisition
Google Ads targeting high-intent keywords like “[competitor] alternative” and “[category] software” capture active buyers. LinkedIn ads target decision-makers by job title, company size, and industry for B2B SaaS. Retarget trial users who didn’t convert.
Retention Is Growth
Reducing churn by just 5% can increase profits by 25-95%. Invest in customer success, product education, and engagement marketing. Expand revenue through upsells and cross-sells to existing customers. In SaaS, retention IS your growth strategy.
Metrics That Matter
Monthly Recurring Revenue (MRR), Customer Acquisition Cost (CAC), Lifetime Value (LTV), Churn Rate, and LTV:CAC ratio. If your LTV:CAC is 3:1 or better, you have a scalable marketing engine.
