Digital Advertising for SaaS Companies

What Experience Do Digital Marketing Agencies Have Working With SaaS Companies?

Digital marketing agencies often specialize in working with specific industries, including Software as a Service, also known as SaaS. Their experiences typically include assessing the unique challenges SaaS companies face, such as high competition, subscription-based models, and the need for scalable lead generation. According to SaaS Academy, “Successful SaaS providers use different marketing strategies at every sales funnel stage.” Therefore, agencies with SaaS client experience know how to align their strategies with long sales cycles, user acquisition goals, and customer retention efforts. They also bring expertise in managing campaigns that target niche audiences while leveraging platforms like Google Ads and LinkedIn.

At Ottaway Digital, we bring over 25 years of experience partnering with SaaS companies to create impactful digital advertising campaigns. Our staff understands the intricacies of the SaaS business model and tailors strategies to address both immediate lead generation and long-term growth. Through our comprehensive SEO and SEM services, we’re able to help attract high-quality leads for SaaS businesses. “We have a track record of increasing SaaS clients’ market shares and website traffic,” says our owner and founder, Bob Ottaway.

What Does the SaaS Onboarding and Ongoing Collaboration Process Look Like While Working with SEO Marketing Agencies?

While working with SEO marketing agencies, the onboarding process for SaaS businesses typically starts with an in-depth discovery phase. This involves understanding the company’s goals, target audience, competitive landscape, and product features. Agencies often conduct an audit of the current digital presence, including website performance, keyword rankings, and existing advertising campaigns. 

While SaaS and regular marketing do bear a resemblance, SaaS advertising strategies involve a strong customer lifetime value (CLV) presence for the service to market well. Aaron Kim from Indeed suggests, “When it comes to SaaS, you can expect the journey to last longer because it may involve more demonstrations to educate potential customers about the service and a greater deal of persuasion to sell them on the merits of an intangible product.” Thus, a strong focus on the customer journey throughout the funnel is crucial to the ongoing collaboration between the agency and the SaaS client. Above all else, transparency and open communication are critical to ensure the strategy aligns with the company’s evolving objectives.

At Ottaway Digital, we prioritize building a strong foundation during onboarding by immersing ourselves in your SaaS product’s unique value proposition and market position. Our team performs a thorough digital audit and collaborates with your internal stakeholders to create a customized advertising strategy. Ongoing collaboration includes detailed monthly reports, weekly lead forms, proactive communication, and data-driven adjustments to ensure your campaigns continue delivering optimal results. “We believe in becoming an extension of your team, ensuring your advertising strategy evolves as your SaaS business grows,” emphasizes our owner and founder, Bob Ottaway.

How Do SEO Agencies Tailor Their Digital Advertising Strategies for SaaS Products?

SEO agencies often customize digital advertising strategies for SaaS by focusing on the specific needs of the target audience at different stages of the buyer’s journey. This includes creating content-rich ads to educate potential customers, retargeting campaigns for prospects further down the funnel, and emphasizing free trials or demos. “It also means that you need to keep your product up to date and offer regular incentives to stay ahead of your competition,” SaaS Academy adds. Additionally, many SEO agencies with SaaS marketing experience use data-driven insights to refine campaigns and optimize for metrics like cost per lead (CPL) and customer lifetime value (CLV).

Ottaway Digital develops highly customized digital advertising strategies to ensure your SaaS product reaches the right audience at the right time. We leverage analytics, customer insights, and industry trends to craft campaigns that drive measurable results. Whether we promote a free trial or increase demo requests, we design our strategies to deliver maximum impact. Our owner and founder, Bob Ottaway, adds, “From day one, we work to tailor our digital advertising strategies so they match your vision for your SaaS product.”

What Platforms and Ad Types Do Digital Marketing Agencies Recommend for SaaS Businesses, and Why?

For SaaS businesses, digital marketing agencies often recommend platforms like Google Ads for search intent targeting and LinkedIn for professional audience targeting. Display and video ads on platforms like YouTube are also effective for brand awareness. Medium.com highlights, “Creating relevant content for your ICP [Ideal Customer Profile] is also a great way to grow your (social) audience, build trust and convert your audience to sign-ups and active users.” Nonetheless, the choice of platform and ad type depends on the SaaS product, target audience, and campaign goals. Professional advertising agencies will focus on channels that offer measurable ROI and allow precise targeting.

At Ottaway Digital, we recommend a multi-platform approach tailored to your SaaS business. For instance, we use Google Ads to capture high-intent searches and LinkedIn to engage decision-makers in relevant industries. Our expertise in ad creation and platform optimization ensures your campaigns deliver measurable results across all channels. “As the social media landscape continues to grow, the more important it is to use platforms such as LinkedIn, Facebook, and Instagram to market digital services,” tells our owner and founder, Bob Ottaway.

How Do Digital Advertising Agencies Measure Success, and What KPIs Will They Track for My Campaigns?

Agencies measure the success of digital advertising campaigns using key performance indicators (KPIs) such as click-through rates (CTR), cost per click (CPC), cost per lead (CPL), and return on ad spend (ROAS). We also track SaaS-specific metrics like free trial sign-ups, demo requests, and subscription conversions. Additionally, Adobe Business suggests, “Measuring digital marketing ROI can show you which aspects of any marketing plan are working and which aren’t or what changes helped and which ones did not.” Using these metrics, as well as reporting tools and analytics like Google Analytics and Google Ads, play an important role in providing insights and informing strategy adjustments.

At Ottaway Digital, we track a comprehensive set of KPIs to ensure your campaigns meet their objectives. From monitoring CPL to evaluating trial-to-customer conversion rates, we provide actionable insights to optimize performance. Our detailed reports keep you informed and highlight further opportunities to enhance your ROI. “We offer weekly and monthly KPI reports to our clients, including Ad campaign recaps and website traffic reports,” our owner and founder, Bob Ottaway, highlights.

Do SEO Advertising Agencies Have Case Studies or Examples of Successful SaaS Campaigns They've Run?

Many SEO advertising agencies showcase case studies to demonstrate their success with SaaS companies. Caroline Petersen explains in a Forbes article that “case studies illustrate exactly how your company helped a previous or current client.” They also highlight challenges faced by clients, what strategies the agency implemented, and the measurable results they achieved. They serve as proof of expertise and help potential clients assess whether an agency’s approach aligns with their needs.

Ottaway Digital proudly shares detailed case studies showcasing our success with SaaS clients. One in particular, ParkingPass.com, is a long-standing SaaS client of ours. With our expertise, we’ve been able to help increase their website traffic and Google position ranking for relevant keywords. Our comprehensive case studies demonstrate our expertise in delivering successful campaigns and measurable results. “We understand that just being a high-rated digital advertising agency isn’t enough,” our owner and founder, Bob Ottaway, explains, “There needs to be substantial evidence of successful advertising strategies for specific clients, which is why case studies are so important.”