Software-as-a-solution products have evolved over the past few years, pushing SaaS marketers to re-evaulate their marketing strategies.
The world of ‘software as a service’ or ‘SaaS’ is perpetually evolving and growing. Rapid tech advancements, further expedited by COVID-19, has forced SaaS marketers to re-evaluate their marketing strategies. Earlier, the approach was to market SaaS as just another B2B (business-to-business) solution.
However, that approach is now redundant because of continual innovation in these services, aided by AI and big data. As a result, SaaS marketers now face multiple challenges, such as:
Identifying the target audience
One of the most significant hurdles for SaaS marketers is to zero in on their target audience. Generating revenue is a challenge if the company builds the product or service without granularly understanding the market.
Solution
Focus groups, interviews and surveys are traditional methods to recognise the target audience. Now we also have AI and data-driven tools, such as Google Analytics, demographics and interests reports. They can help analyse the target audiences’ composition, such as gender, age, interests and other factors.
Another way of identifying the target audience is to ascertain the customers that the competitors eye. It is possible to find a niche market by identifying buyers that your competition overlooks.
Marketing the right solution/brand messaging
SaaS offerings are constantly changing due to fast-evolving...
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