SaaS marketing has grown since its inception, and you need to experiment with new technologies to make your product or company stand out. Fortunately, there is a wide range of marketing tools for SaaS that help you attract new clients, generate leads, drive sales, and boost conversions.
From creating campaigns to analyzing and measuring performance, marketing tools can dramatically improve your growth journey. Here we have compiled a list of 20 marketing tools for SaaS to successfully market your products and services to your target audience.
1. What Are Marketing Tools?
Marketing tools are the techniques, strategies, or products you can use to promote your products or services. You can leverage them to drive customers to your website, improve brand awareness, promote products/services, and grow sales. You can use a combination of tools to market your business and increase sales, as there isn’t a one-size-fits-all approach. Your business and marketing goals influence the tools you use.
Most companies prefer tools in categories like advertising, email marketing, automation, research of the market, and collecting customer data. It is essential to understand your objectives and what works for your company. As a part of marketing strategy, it has become a trend for high-growth marketing SaaS companies to use multiple tools to gain traction.
2. Benefits of Marketing Tools for SaaS Businesses
With a B2B marketing strategy, many companies have access to intuitive dashboards that deliver the results of their marketing efforts. Here is a rundown of the benefits of marketing tools for SaaS businesses –
- Boosts ROI
Marketing tools for SaaS can help increase your ROI by generating more leads and driving sales and conversions. You can save money by honing your marketing efforts and eliminating campaigns that don’t resonate with your target audience. In addition, they are helpful in B2B sales, where customer acquisition is much costlier. For example, one can understand customer lifecycle analytics to convert one-time customers into repeat customers. According to Gartner, it makes more sense to cultivate existing customers than to spend 5x times to acquire new customers.
- Gain Competitive Advantage
You can use marketing tools to get data on what the competition is like, gain more knowledge on your target audience, understand their behavior/preferences and formulate a more customer-centric, actionable strategy. For example, you can offer suggestions on making an additional purchase and personalized product recommendations using predictive analytics. With more advanced machine learning algorithms that provide instant suggestions to the target audience, you can capture your target audience in real-time. Additionally, the popularity of location-based advertising and social media marketing means – companies have more sources of information on their customer’s preferences.
- Minimizes Spending on Marketing
Knowing what marketing strategies and channels work for you allows you to target the right audience rather than bombarding prospects with multiple irrelevant messages and emails. In addition, you will get insights into where to advertise, the type of campaign, and the nature of emails – so that you achieve the desired results by spending fewer dollars.
- Boosts Lead Score and Conversions
Lead scoring is the method used by sales and marketing teams to determine the worthiness of their potential customers. There are some excellent tools available to understand their interest in your products/services and score them based on how likely they are to convert. Using them, you can determine the criteria that indicate a sales-qualified lead and assign points to each of the criteria. If done with the right tools, it can bring in three benefits – improved sales, higher conversions and greater ROI.
3. 20 Best Marketing Tools for SaaS
3.1 Active Campaign
Active Campaign is an ideal marketing tool for SaaS companies that combines the power of marketing automation with data to create a more personalized experience for users. Using this tool, you can grow your customer base, close more deals and align the sales & marketing team. You can even integrate this with Salesforce CRM to leverage its full potential and nurture your leads throughout the customer journey. It is a B2B SaaS marketing software that helps companies to automate their marketing activities and streamline their operations to grow business.
- Pipeline automation
- Automated one-to-one email
- Lead scoring
- Site tracking
The paid plans of the active campaign start at $9/month billed annually and go upto $229/month.
Clearbit is a powerful go-to-market platform that helps you capture and convert ideal customers by up to 70%. It provides complete insights into prospects, markets, and customers. You can reach out to your target audience seamlessly and build personalized buyer journeys to engage them. Enrich your marketing automation or CRM with new data and align your marketing and sales team to accelerate cash flow.
- Lead form optimization
- Data Enrichment
- Lead scoring and routing
- Conversion tracking
- Ad targeting
The pricing is based on database size, CRM, monthly web traffic, and content creation.
Databox is a decision-making platform that helps track performance, discover insights, build and share reports, and monitor trends in simple steps. You can visualize the performance of your campaigns using some of the famous built-in metrics. It also allows users to mix and match the metrics from multiple data sources in one dashboard for a complete overview of their performance.
- Business goal tracking
- Dashboard reporting
- Custom metric builder
- Data calculations
- SEO/social media dashboards
The paid plan starts from $72/month and goes upto $231/month with features like advanced reporting, fiscal calendars, data calculations, and more.
Hotjar is a powerful online marketing tool for SaaS that reveals users’ online behavior. It combines the power of feedback and analysis to give you the big picture of how to boost user experience and the website’s performance and drive conversions. When installed on your website, the tracking code connects and sends data to your Hotjar account. It gives a fast and easy way to understand your users and make the right changes to your website.
- Heatmaps to visualize user behavior
- Record your user behavior
- Hear back from your users through feedback
- Surveys to know how your users feel
- Dozens of templates
It is available for free with limited features. The paid version starts from $32/month and goes upto $80/month.
HubSpot is one of the leading online marketing tools with everything your SaaS company needs. From SEO to social media, content, and email marketing – it is a complete CRM platform that helps you manage your marketing operations seamlessly. So whether you want to accelerate sales, increase leads, boost conversions, or streamline customer support – HubSpot is the best tool. With HubSpot marketing hub, all your data is one powerful platform so you can focus on leads and conversions that matter the most.
- Track website activity
- Email automation
- Hundreds of templates
- KPI dashboard
- Lead scoring
- SEO recommendations
The paid plan starts at $45/month when billed annually and goes upto $5,000/month.
Hunter is a leading email marketing solution that helps you find and verify professional email addresses. Whether you want to find emails on company websites, handle follow-up activities, or verify domains, Hunter is an ideal choice. SaaS marketers can build email lists, send cold emails, export contacts, and track campaign performance in simple steps. You will get verified and actionable business data with a constantly updated algorithm.
- Email finder
- Domain Search
- Email verifier
- Email campaigns
- Third-party integrations
It has a free plan. The paid plan starts at $49/month and goes upto $399/month
Intercom is an all-in-one platform for sales, marketing, and support that help you acquire and engage customers. It is an easy-to-set-up and management tool that helps you grow your website traffic. With unique features like business messenger, a campaign manager, notifications, and an automated meeting scheduler, it enables you to connect better with your customers. You can also make your sales process faster by seamlessly collaborating with other departments and bridging the gaps.
- Customer data platform
- Automatic meeting booking
- Website activity tracking
- Campaign management
- Conversion rate optimization
- Customer segmentation
The paid plan starts from $38/month and goes upto $75/month
Lemlist is an email automation and cold reach tool that lets you send cold emails to target audiences and nurture them. SaaS companies usually use it to streamline their activities, engage their audience, and create meaningful relations with their customers. As a result, you can communicate with your prospects at a 1-to-1 level and increase conversion rates. You can automate everything from launching powerful cold email sequences to sending follow-up emails.
- Warm up your domain
- Send personalized emails
- Send multi-channel sales sequences
- Integration with third-party tools
The paid plans start from $50/month and go upto $99/month.
Loom is a leading screen recording tool that allows you to record videos of the screen and camera and share the content instantly. With loom, you can screen record a product demo, give feedback, share your thoughts, and collaborate with your team. You can cut down the meeting time and update your team by recording videos quickly and sharing them across multiple platforms.
- Screen & cam recording
- Virtual backgrounds
- Recording canvas
- Background noise suppression
- High-quality video of 720p
It is available for free with limited features. The paid plans start from $8/month.
3.10 Marketo Engage
Adobe Marketo Engage is a marketing automation software that enables you to streamline, automate and measure marketing tasks to increase operational efficiency and grow business faster. From acquisition to advocacy, you can get measurable results that help you engage your customers and simplify the buyer journey. Also, you will be able to identify, engage, and accelerate the best opportunities and orchestrate the buyer’s journey.
- Landing page editor
- Mobile Marketing
- Website integration
- Lead scoring
- Mobile Marketing
- Customer segmentation
It is a mid-range SaaS marketing automation tool starting for $895/month.
Piktochart is an online video maker that allows you to create professional-appealing designs in no time. From compelling visuals like – infographics, social media creatives, newsletters, flyers, brochures, etc., to sales presentations and videos – you can create a lot that helps you communicate clearly with your customers and build more meaningful connections.
- Social media video maker
- Video views calculator
- Video-to-text converter
- Screen Recorder
- Video cropper
The paid version of Piktochart Pro costs $29 when billed monthly and $168/year when billed annually.
RightMessage is a website personalization tool that helps you know who’s on your website, their behavior/activities, and their preferences. Using this SaaS marketing automation tool, you can communicate the right message at the right time. For instance, you can change the website content and call-to-actions based on your audience’s requirements. In addition, it helps the sales team to convert leads by providing them with a solution they are looking for.
- Email list segmentation
- Increase ad conversions
- Turn more leads into customers
- Personalize sales pages
- Behavioral targeting
- Contextual targeting
The personalized plans start at $179/month.
Slack is a SaaS-based tool that helps you optimize your marketing performance with centralized workflows. It brings marketers, partners, and sales teams to one central place so that they work, brainstorm ideas, execute campaigns, and organize timelines. In addition, you can infuse the latest marketing trends for SaaS, stream PR and social media incidents in real-time, and engage with your customers.
- Workflow builder
- File sharing
- Combine multiple channels
- Instant messaging
- Team collaboration
It is available for Free with limited features. The Pro plan starts from $7.25/month/user
3.14 Sprout Social
Sprout Social is a social media management tool to manage conversations and get actionable insights that drive results. You can leverage the power of social media to drive qualified leads and sales, boost conversion, and grow your SaaS business. With social media analytics, you can uncover current trends and develop an action-driven business strategy. You can spend less time on social media tasks by automating mundane tasks and connecting with your audience through personalized experiences.
- Create posts tailored for each social media platform
- Schedule posts from the browser
- Identify the best time to post
- Find brand keywords
- Get message spike alerts
You can try Sprout Social for free with a 30-day trial. The paid plan starts from $89/user/month when billed annually.
Tray is one of the best marketing integration and automation platforms with an easy-to-use drag-and-drop interface. It allows you to connect and automate your marketing apps and scale like never before. Get insights from marketing metrics and maximize conversion metrics for every lead. You can build a seamless customer journey with personalized emails and account-based marketing at every stage.
- Automate workflows
- Cloud integration
- Customizable templates
- Application management
The pricing is tailored as per the needs of customers. The standard plan starts at $595 per month and goes up to $2450 per month.
Unbounce offers smart marketing tools to turn your visitors into customers and grow your business. You can create robust and high-performing marketing campaigns in just a few minutes. With custom landing pages, you can turn your visitors into leads, market SaaS products, and increase sales. So, whether you want to expand your email list or fill your sales pipeline – you can keep your marketing funnel with this tool.
- Pre-built template for landing pages
- Speed through page creation
- Generate persuasive content
- Personalized recommendations
- Catch a glimpse of your visitors
The launch plan starts at $90/month and goes upto $575/month with unlimited features
UserPilot is the best bet for those who want to analyze how their users engage with their SaaS product. It helps you perceive feature usage of different customer segments at other points of the customer journey. You can easily track the results by setting sales goals across mapped user journeys and optimizing the experiences for higher adoption.
- Customer engagement and segmentation
- Interactive content
- Configurable workflow
- User journeys and behavior tracking
It offers a free 14-day trial. The paid version starts from $249/month for upto 2500 monthly users and goes upto $749/month for unlimited users.
VWO is an A/B testing tool for enterprises, startups, and SMBs to run A/B tests on their websites, apps, and products to optimize conversion rates. It allows you to optimize your web experience across desktops by gathering user insights and hypothesizing ideas. You can drive traffic to the best-performing variation without worrying about conflicts. You can deliver 1000s of unique journeys to the right audience at the right place and time.
- Split URL testing
- Multivariate testing
- Insight reports
- Mobile analytics
- Customer segmentation
- Heat maps
The paid plan starts at $199/month for 10000 users.
Wistia is a video platform that helps you create impactful marketing videos, add to the website, track performance, and engage with your target audience. It is an ideal marketing tool for small and large businesses to promote their products/services. With intuitive and powerful features for video creation, editing, and hosting – it reduces the barriers to building better business communications. With Vista, you can create, manage, and distribute great-looking videos that fuel stronger connections.
- Browser-based screen recording
- Easy-to-use video trimmer
- Host and share content effortlessly
- Easily embed videos on your website
- Video hosting and collaboration
You can start using Wistia for free. The basic plan starts at $19/month, and the advanced plan is at $319/month when billed annually.
Zapier is an automation tool that helps you automate your workflows by connecting with multiple apps and services. You can automate repetitive tasks, integrate with 5000+ real-to-use apps, and stay on what matters to you the most. It serves as a multi-level bridge between multiple web applications and tools to ensure streamlined operations.
- Activity dashboard
- Business process automation
- Accounting integration
- Access controls/permissions
- Team collaboration
The paid plan starts at $19.99/month when billed annually. The team plan goes upto $299/month.
4. Case Study Examples of Marketing Tools for SaaS
- Topaz Labs
Topaz Labs is an AI-powered image editing company that leveraged the power of online marketing tools to generate 44K new emails and 1K user-generated stories to boost their account following and increase social media engagement. They made their contest easy and seamless to enter by using various marketing tools. For instance, they used VYPER to design their landing page and keep it to the point.
Groupon is a global marketplace that connects its subscribers with local merchants by offering goods, activities, services, travel, and more. The best strategy Groupon used was to automate its email campaigns with relevant and informative content. The daily emails they send kept their subscribers coming to their website a few times a week.
Drift is a conversational marketing and sales technology company that helps businesses connect with customers using video, chat, email, and more. The marketing team focused on building the brand before anything else. They used SpyFu to create a content strategy and make their content better than others. Each podcast they publish and webinar they perform is reformatted for their blog – which is one of the reasons behind the brand’s success.
What would you choose today if you were tasked with choosing a marketing tool for SaaS? Leave your comments!
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We work with clients from leading brands and industries such as B2B SaaS, nonprofits and more to develop profitable digital marketing solutions that are data-driven to support all kinds of business goals from widening user bases, gaining more traction for online engagement, increasing conversion and helping businesses scale up.
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