The not so secret challenges of SaaS Marketing

The not-so-secret challenges of SaaS Marketing: Taking a different approach to marketing – Personalize at scale, build partnerships, and create a loyal customer base

The marketplace is crowded, and the traditional approach of batch and blast is no longer effective. Instead, businesses need to pivot and focus on personalization, partnerships, and community building to reach their target audience more effectively and build a loyal customer base. We’ll break down how each of these verticals can improve your marketing efforts.

The traditional approach to marketing

Traditionally, marketing has been based on a mass marketing approach. We liken this to businesses creating one-size-fits-all broad-based marketing messages and campaigns designed to reach as many people as possible.

However, it’s an approach that is no longer effective in the crowded marketplace of today’s digital age. There is so much noise and competition – standing out from the crowd is difficult and challenging for you to get your organization’s message seen.

A new approach to marketing

The new approach to marketing is based on three vital segments: personalization, partnerships, and community building. This means that you need to become more intentional in creating marketing messages and campaigns tailored to your target audience’s specific needs and interests. You also need to build relationships with other businesses and organizations that can help you reach your target audience.

Personalization at Scale

Personalization is the key to reaching your target audience more effectively because you meet your customers where they are. In fact, 91% of consumers are more likely to purchase from brands that provide relevant offers and recommendations.

By understanding your customers’ needs and interests, you can create marketing messages and campaigns that are more likely to resonate with them. No need to be disingenuous; there are a number of ways to personalize your marketing, including:

  • Using customer data to create targeted email campaigns
  • Creating personalized landing pages
  • Offering personalized discounts and promotions
  • Sending personalized recommendations


Because the market is crowded, consider aligning your interests with companies that share your goals. Partnerships are an effective method of reaching your target audience.

By partnering with other businesses and organizations, you can get your message in front of a wider audience. There are a number of ways to partner with other businesses, including:

  • Co-marketing campaigns and events
  • Joint ventures
  • Referral programs
  • Affiliate marketing

Community Building

One of the most underutilized tactics is community building, another important and new approach to marketing. By building a community around your brand, you can create a loyal following of customers who are more likely to do business with you. There are a number of ways to build a community through organically crafted content, including:

  • Creating a blog
  • Hosting webinars and events
  • Running contests and giveaways
  • Engaging with customers on social media

Advocacy and Loyalty

Advocacy and loyalty are essential for any business that wants to succeed. By creating advocates for your brand, you can get your message spread by word-of-mouth. There are a number of ways to create advocates, including:

  • Providing excellent customer service
  • Offering rewards and incentives
  • Giving back to the community

Meeting your customers where they are

Finally, it’s important to meet your customers where they are. Be authentic, using the channels they use and speaking to them in a way that they understand.

For example, if your target audience is on social media, then you need to be active on social media. If your target audience is reading blogs, then you need to be writing blogs. The proof is in the pudding.

The Bottom Line

Taking a different approach to marketing is essential for businesses that want to succeed in today’s crowded marketplace. By focusing on personalization, partnerships, community building, advocacy and loyalty, and meeting your customers where they are, you can reach your target audience more effectively and build a loyal customer base.

To learn more about how to take a different approach to marketing, check out our blog series or contact us for a consultation.

Taryn Talley

May 29, 2024

By Taryn Talley