How to Prevent Your SaaS Marketing Plan From Failing

92% of SaaS (software-as-a-service) businesses fail within the first three years of launching, but that hasn’t stopped the sector from growing – and with good reason. It’s expected that SaaS will generate almost $141 billion in 2022, so if your brand is positioned in the right place at the right time, you may be in the running for a very profitable decade. 

The big challenge, however, will lie in getting your SaaS marketing plan right, and that’s a tough job considering the nature of your offering; you have an intangible product and cut-throat market to compete in. 

The rules are slightly different for your sector, and differentiating your brand with a tailored marketing strategy is the only way forward. Since achieving success for SaaS B2Bs is kind of our thing, we’d like to share some key tips and insights to ensure you’re set up for growth. 

Table of Contents

What went wrong with your marketing plan?

To reach your Goal, you need to define your goal

Picking the right marketing tactics for your audience

What resources do you need for a successful marketing plan

What went wrong with your marketing plan?

Poor preparation is the main cause of failure in marketing. As such, it is important to cover all bases when planning your SaaS marketing campaign. Insufficient marketing research and lack of insight into your target audience may mean that you’re squandering your resources on low-value activities. 

Be thorough when preparing your marketing plan. Most importantly, conduct extensive research into every aspect of your campaign, especially your buyer's persona. Finally, make full use of all the resources at your disposal, including working with the sales department and other relevant departments.  

To reach your Goal, you need to define your goal 

A SMART approach to setting your marketing plan's goals will help you develop scalable and achievable goals. The SMART essentially entails making your goals:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-Bound

The most important thing to consider is how you will achieve your set goals. The SMART goal-setting approach will ensure that you don't limit your potential or set yourself up for disappointment.

So, what is your next goal?

Perhaps the SaaS Sales Pro Toolkit can help you outline SMART goals as you move forward.

The toolkit has two goal-setting tools that will help point you in the right direction. The toolkit has a personalised approach to every brand's marketing campaign. We try to make setting and achieving goals easy. To this end, we take on a realistic approach to the goal-setting process, whereby we outline a step-by-step process of achieving the set goals.

Picking the right marketing tactics for your audience 

There are multiple tactics and channels for connecting with your audience. Some of the popular choices include targeted emails, organic ads on Google, social media ads, webinars, and sales funnels. Each tactic has a varying level of impact.

Your audience may be more responsive to some of these tactics than they are to others. For example, some people will feel like you are invading their privacy if you send them a marketing SMS, but they may not mind ads on their Facebook wall. It’s essential to  learn and understand their marketing preferences before bombarding them with ads.

What resources do you need for a successful marketing plan?

Now that you have a comprehensive SaaS marketing plan, do you have everything necessary to see it through? It is advisable to dedicate sufficient resources to the plan to maximise its chances of success.

Unfortunately, you may not always have enough resources to run the large scale marketing campaigns you envision. Outsourcing tasks to an experienced marketing agency can help you scale quickly and access a wealth of expertise that you may not have in-house at the moment. When you partner up with the right agency, you’ll save time and money without compromising on quality. As a result, your projects can lift off the ground faster and the ROI you gain can help to accelerate your growth.  

Final thoughts 

When it comes to the success of your SaaS B2B, you shouldn’t cut corners on your marketing plan. With so much to be gained, investing in a powerful inbound strategy will ensure that your SaaS business thrives.

Our team of SaaS growth experts has put together a helpful guide that covers some of the key elements you need to include your marketing plan. Learn how to retain your valuable customers, prevent churn, and position your brand for growth by downloading it here. 


Remember, you can significantly expand your resources and campaign reach by partnering with a SaaS-specific marketing agency. At SpotDev, we’re dedicated to delivering success, so don’t hesitate to get in touch with us today.

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