How to create a basic SaaS marketing strategy

Let’s be honest. Most B2B SaaS startups aren’t failing because of a bad product.

They’re failing because they don’t have a marketing strategy.

And when you’re running on a lean budget, it’s tempting to skip strategy altogether and jump straight into tactics. Firing up ads, posting on LinkedIn, writing a blog or two.

But without a clear, focused plan, you’ll end up spending time and money without getting much in return.

This blog walks you through a proven, low-budget approach to SaaS marketing strategy, one we’ve used with over 100 clients at Rocket SaaS. You’ll learn how to start fast, stay lean, and scale with confidence, even if you’ve got next to no budget.

Start fast, stay lean

In early-stage SaaS marketing, speed is your best friend. You don’t have the luxury of long testing cycles or massive ad budgets.

But lean doesn’t mean lazy. It means being focused. Ruthlessly prioritising what works. Making data-driven decisions quickly and adjusting as you go.

Here’s what that looks like in action:

• Small tests over big launches
• Done > perfect
• Actionable insights over endless data

Get comfortable with imperfect progress. Speed compounds.

Nail your ICP with customer segmentation

When budget is tight, you can’t afford to be broad. You need to get laser-focused on your ideal customer profile (ICP), the segment most likely to convert and get value from your solution.

How to do it:

• Review your current customer base. Look for patterns in job titles, company sizes, industries, and use cases.
• Survey your market using tools like Pollfish if you don’t have enough data yet.
• Talk to your sales team (or yourself). What types of prospects actually buy? What objections do they raise? What pain points resonate?

Once you know who you’re targeting, everything else becomes easier — messaging, content, ads, and sales.

Adapt your messaging to speak directly to your ICP

Generic messaging is the quickest way to blend into the background.

Instead, tailor your messaging to solve the specific pain points of your ICP.

For example, if you’re targeting small financial advisory firms, don’t talk about “efficiency tools.” Talk about reducing compliance risk and cutting reporting time by 70%.

Quick wins:

• Update headlines on landing pages to reflect industry-specific pain
• Use industry or use-case landing pages to speak to different segments
• Ditch the buzzwords and write like your customer talks

Messaging isn’t about sounding clever. It’s about being clearly understood — fast.

Build a simple content engine that converts

Once your ICP and messaging are nailed, it’s time to create content that attracts and nurtures them.

Here’s a repeatable model we recommend:

1. One monthly theme
Pick a key topic each month based on your ICP’s challenges or goals. This keeps your content focused and relevant.

2. Monthly thought leader interviews
Interview your founder or a team expert. No need for polished production — a Zoom call works fine. Share honest insights.

3. Repurpose across channels
Turn each interview into:

• Blog posts
• Short video clips
• LinkedIn posts
• Email newsletters
• Landing page content

Eventually, these can become a podcast or webinar series. One asset, multiple outputs.

Use paid ads with precision

If you’ve got a limited ad budget, every penny has to work hard. That means ditching the scattergun approach.

Here’s what to focus on:

• Google Ads: Only use exact match, high-intent keywords. Don’t waste budget on broad or low-intent terms.
• LinkedIn Ads: Target narrow ICP segments with problem-led copy and link to focused landing pages.
• Retargeting: Don’t just run bottom-of-funnel ads. Build a full-funnel strategy using ToF, MoF, and BoF content. Start with brand awareness, then nurture with education, then push conversions.

This ensures your ad spend is tightly aligned to your funnel.

Focus on the right metrics at each funnel stage

Not all metrics matter equally at every stage. At the top of the funnel, don’t stress over conversions.

Here’s a simple framework:

Funnel stage	Primary metric
ToF	Engagement (CTR, views)
MoF	Leads, downloads
BoF	Demos, sign-ups, trials

 

Why? Because people don’t convert on first touch. Engagement builds your retargeting audience and gets your brand known. Conversions come later.

Test and track — but be realistic

Testing matters, but if you’re getting a few hundred site visits a month, A/B testing button colours aren’t going to move the needle.

Instead, focus your limited data on meaningful differences:

• Test core messaging (headlines, CTAs)
• Test content types (video vs. written)
• Test value propositions (speed vs. ROI vs. ease of use)

Track what works, double down, and stay flexible. It’s not about perfection. It’s about progress.

Use your startup superpower: speed

The biggest edge a startup has over an established brand? Agility.

While bigger companies wade through red tape and endless approvals, you can launch campaigns in a day. Pivot in a week. Ship in hours.

Use that to your advantage. Don’t try to outspend competitors. Out-execute them.

Don’t go it alone

Most SaaS founders don’t have the time or internal resources to build a full marketing engine. That’s where partnering with experts comes in.

At Rocket SaaS, we plug into your team to handle strategy, content, paid media, CRO and more — so you can focus on building your product and closing deals.

Ready to scale smarter?

If you’re ready to take your SaaS from guessing to growing, book a free strategy call with Rocket SaaS. We’ll help you build a lean, effective marketing strategy that scales with your business.

👉 Book your free strategy session