Insights, Marketing

4 Ways To Leverage Data And Drive Your SaaS Marketing Strategy In The Right Direction

by Ryan James

The SaaS industry has undergone a dramatic shift in recent years. From the rise of cloud computing to the explosion of mobile devices, a major spotlight is being shone on how people consume software… and how SaaS companies can keep up!

With no sign of SaaS’s evolving landscape slowing down, using relevant data to boost your SaaS marketing strategy is no longer just a good idea — it’s a must! Whether it’s used to guide decision-making or anticipate user trends, data can be your business’s personal cheatsheet if used correctly.

Working in SaaS, you might already feel like you’re several steps ahead of the crowd as a digital innovator. From a familiarity with performance reporting to a strong appetite for raw data analytics, there’s no denying that SaaS companies already value data insights.

But how well are you leveraging data for your SaaS marketing plan? 

To ensure you’re making the most of your data, our team of SaaS marketers is here to share some tips. Whether you’re only starting to build marketing data or you already have a wealth to work with — we’re here to help you take your marketing game to the next level.

Ready to dive in?

1. Find out what works for your target audience

To successfully leverage data for your business, it’s not just about who your target audience is that’s important. It’s also about diving more deeply into what makes them tick. 

To find out what motivates your ideal SaaS customers to choose your product (and discover what else they’d like to see from you!), it’s vital to track user behaviour across your digital channels and monitor what’s working and what’s not. By using data to capture these insights, you can better serve users with your marketing strategy.

When tracking user behaviour on your website, we suggest focusing on:

Popular pages

Determining which pages are most popular can help you understand what content resonates with your audience and which topics they’re most interested in.

Time spent on each page

Analysing how long users spend on each page, you can evaluate how engaged they are with your content and pinpoint what’s keeping them on your site for longer periods.

Drop-off points

Identifying where users tend to drop off or leave your site can help you understand where there may be barriers to conversion or areas that require improvement.

Conversion rates

Monitoring conversion rates can give you a sense of how effectively your website converts visitors into customers and which pages or campaigns drive the best results.

Traffic sources

Understanding where your website traffic comes from can help you optimise your marketing efforts and identify which channels bring in qualified leads. 

By focusing on these key metrics, you can better understand your users and use data-driven insights to optimise your website and SaaS marketing strategies.

2. Use data to personalise your SaaS marketing strategy

Personalisation is key in SaaS marketing. With the right approach to data management, you can segment your audience more effectively to create tailored experiences for your users. 

Based on behaviour and preferences, you can group together users with similar characteristics and implement more targeted campaigns that resonate with their unique needs and interests. 

For example, analysing data can help you:

• Design targeted email campaigns with more instant results
• Create personalised landing pages that speak directly to your audience and their pain points
• Improve payoff from paid ads by ensuring ads reach the right audience
• Recommend products or services based on the user’s previous interactions with your website or application
• Implement chatbot responses or automated messaging that can provide personalised and time-sensitive solutions to users 
• Identify cross-selling and upselling opportunities
• Tailor content to help certain customer groups feel seen
• Clarify your Search Engine Optimization (SEO) efforts and improve website rankings

3. Use data to measure and improve your marketing performance

Data analysis is something most SaaS experts will be familiar with. But just how familiar are you with leveraging numbers in a marketing context?

Ultimately, data provides a roadmap for making informed decisions about your SaaS marketing strategy. By analysing data more in-depth, you can uncover emerging trends and growth opportunities and make data-driven decisions to improve the stability of your business.

Looking for examples of where to start?

1. Optimise your web pages for conversions

If you notice users spending a lot of time on a specific page, optimise that page to improve conversions. Check back in after a certain period of time and see if your changes have made any difference. 

2. Find out what you’re doing well and do more of it!

As mentioned, tracking website traffic and identifying the channels driving leads for your business can be hugely beneficial. In our experience, this data can be especially useful as a starting point for expanding your marketing strategy.

3. Measure the impact of your investment 

By evaluating which marketing investments have had the least impact on your customer acquisition, you can adjust your strategy or reinvest these resources elsewhere.

As a SaaS company, it’s also vital to have key performance indicators in place for:

• Marketing costs (incl. Customer acquisition costs)
• Revenue and sales
• Product usage and engagement
• Customer relationships (incl. Retention and satisfaction)

4. Leverage data to build trust

Especially in SaaS, where products can be complex and may require a significant investment of time and resources, it’s essential to build trust and establish a relationship with potential customers. 

Wondering how?

Testimonials

With 74% of consumers saying that reviews increase their trust in a company, positive reviews can significantly influence a potential customer’s decision-making process. By displaying them on your online channels, you can establish your brand’s credibility and reliability — something all users of SaaS products care about.

Gathering social proof such as comments, ratings, and other online testimonials about your business (and making this information easily accessible to potential customers!) can help create a sense of transparency and honesty, which are key to building trust.

Locking down your security and reliability stats

Another way to enhance trust through data is to ensure that your company is monitoring its level of security and compliance. By looking out for potential risks to customer trust, you can establish yourself as a reliable and trustworthy SaaS provider.

We recommend:

• Providing users with stats relating to the security of your software
• Using data to support your proven track record with compliance
• Establishing yourself as a trusted partner by highlighting data and statistics from reputable industry leaders 
• Sharing insights into why security should be important to your clients

Ready to make data work better for you?

By tracking user behaviour, personalising marketing efforts, measuring the impact of marketing, and building trust with users, your SaaS company can better connect with your target audience and increase conversions.

With the right approach to data management, you can stabilise your position in an increasingly competitive market and stand out as a trustworthy, reliable, and forward-thinking provider. 

If you need assistance with developing and implementing a data-driven SaaS marketing strategy, contact our team today. At Rocket SaaS, we help you navigate the complexities of SaaS marketing and achieve your business goals.

With all the right marketing tools and industry-specific expertise — we’re one of the UK’s leading SaaS marketing partners.

Get in touch with us today or apply for your free marketing strategy call.