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SaaS, or Software as a Service, is the “centralized hosting of business applications which can be accessed through a web browser.” Gmail and Microsoft Office 365 are two examples of SaaS.
SaaS products or services can be accessed through a monthly, quarterly, or annual subscription plan. They usually have a simple sign-up and payment process and can be used by both individuals and businesses.
One of the fastest growing “on-demand software” trends globally today, the SaaS industry is a $141 billion industry (data source: https://www.custify.com/blog/choose-best-marketing-automation-software/).
The competition in the industry is getting stronger as more and more companies digitalize their processes.
Image source: https://zenpost.com/blog/saas-marketing-automation-tools/
As a SaaS business owner, you need to be focused on growing your business rapidly. This involves business expansion, an increase in users, and reduced churn rates. How can you focus on your current user base and simultaneously convert new ones?
By using marketing automation tools
SaaS marketing automation involves the use of devices and tools to carry out manual or repetitive tasks. Marketing automation tools can perform many tasks, for example, distributing content, generating leads, targeted messaging, and communication at scale.
Marketing automation tools also include analytics to track your company’s progress. It can also include CRM marketing tools that allow you to target specific customer groups and personas.
The essence of SaaS is speed and accuracy. As a SaaS business owner, you want quick answers, and like to understand things on your own. Marketing automation tools and software help you get your answers in a relevant and timely manner. Further, as your SaaS business grows, many repetitive tasks can be difficult to complete manually.
Marketing automation helps you to remove or reduce human error in your business processes. It also allows you to offer a consistent and personalized experience to all your users in a cost-efficient and accurate way.
Image source: https://www.custify.com/blog/choose-best-marketing-automation-software/
You must implement a marketing automation strategy at every stage of your customer funnel – acquisition, activation, adoption, retention, and referral. The following are the key steps for a successful strategy:
Finally, remember that marketing automation is not just the purchase of software and crossing your fingers in the hope that it will work properly. You must make the maximum use of your marketing automation to draw out benefits that will improve your SaaS business.
Other benefits include:
As a SaaS business owner, you could have many different priorities. You can consider using the services of a digital or SaaS marketing agency to ensure that your SaaS marketing automation is working to the best of its capabilities.
A typical marketing automation setup for a SaaS business can include tools for activities such as email verification, in-app onboarding, content publishing, push email automation, and message distribution.
By choosing the right software, you can make your customers’ journey easy and comfortable. Your marketing automation strategy must therefore give you a 360-degree view of your customers. It must show you who they are, what they are doing, and the process of their engagement with your business.
The right marketing automation strategy will make your SaaS business processes faster, easier, and more accurate. Your business will have a much more efficient system of identifying and tapping potential customers, capturing more qualified leads, pushing trials of your product or service, and retaining customers.
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