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4 Ways To Adapt Your Marketing System For New SaaS Industry Trends

4 Ways To Adapt Your Marketing System For New SaaS Industry Trends

You must have heard the old “change is the only constant” chestnut a million times in your life. And it’s probably truer now than ever before, with these uncertain times we live in. Digital marketing trends for SaaS companies also mirror this theory.

In the digital sphere, things are constantly changing at a rapid pace. And so are the trends in the SaaS industry. For companies to keep up, there needs to be a stable structure in place for digital marketing efforts to grow and evolve in a smooth manner.

But what would such a structure consist of, and how would a SaaS company go about shaping it? Let’s find out!

Stay on Top of Trends

For SaaS companies, keeping up with the latest digital marketing trends is pivotal. We live in an era where Elon Musk tweeting about dogs can lead to a stock market crash worth billions. SaaS marketing spheres may not be as volatile, but new technologies that give rise to new trends are surfacing every day. And the markets need to adapt to them ASAP.

For SaaS digital marketing trends, there are many ways you can ensure staying on top in your niche. Such as:

  • Subscribe to email newsletters
  • Read industry blogs 
  • Follow industry leaders on social media (Twitter, Facebook, LinkedIn, etc) 
  • Network with people in the know.
  • Follow competitor trends
  • Case Studies in your niche

Adopt a Growth-Driven Web Design

Because of the method of traditional websites, the ordinary SaaS web design is doomed from the get-go. When decision-makers approve the setup and design of a website, it is generally considered “finished.” That is where the real work begins for growth-driven design.

GDD (growth-driven design) is a process for creating a website that is solely focused on improving over time. This progress is constantly aimed toward expansion. Rather than ending with a “finished” product, GDD begins with a “LaunchPad” website. This LaunchPad website is an enhancement to your present site that also serves as a source of real-time user data. When user data begins to flow in, it’s time to start experimenting with different versions of your website. This is to see which one generates the most traffic.

Growth-driven design is ideal for brands looking to update their website and improve its performance. This ensures the website is built to grow and adapt to the changing demands of the SaaS industry.

Devise Adaptive Marketing Strategies

With consumers’ habits and priorities changing on a daily basis, it’s important to reevaluate your marketing strategies from the ground up. Starting from communication to how you spend money on advertisements and content.

Marketing must now, more than ever, be focused on your consumers’ current needs. People are likely to be turned off if you continue to push a hard sale or show any signs of being opportunistic. With so much turbulence across the globe, companies need to be quick to adapt to their market imbalances. They have to be on the right track with some nifty market research and changes that put the consumers’ needs first.

Track Performance Metrics with Result-Driven Software

Learning how to adapt to new trends is the trickiest part for companies. You must conduct research on a regular basis to maintain an active understanding of your target market and keep customers interested. Being able to keep up with and adapt to new trends reflects well on your firm and its customer success strategy.

Implementing a result-driven software such as HubSpot allows you to have an understanding of your performance. Not only that, it tracks key metrics and performance indicators, allowing you to draw valuable insights about your marketing efforts.

An Eye on the Future

Technology is already a big part of our daily lives, and it will continue to be at the forefront of the SaaS sector in the future. Companies will continue to use smart technologies to engage with customers, and give rise to new SaaS marketing trends. Your company must ensure that they are utilizing technology to its fullest and engage customers.

SaaS is always changing and expanding. To ensure you do not get left behind, an adaptive structure that can foresee and integrate new trends is essential. And the best way to create said structure is with the help of SaaS digital marketing agencies, such as Alter Marketing Solutions. Build your company’s marketing efforts are built around an adaptable structure with a team of multi-talented and multi-faceted individuals primed at handling your business. Send an email to [email protected] or give us a call at +91 99864 60086 to get started right away.

Want to learn more about creating the perfect growth plan for your SaaS product? Get Free Access To Our SaaS Growth Plan EBook. Download Now!

4 Ways a Vertical SaaS Technique Can Dominate a Niche Market in 2022

4 Ways a Vertical SaaS Technique Can Dominate a Niche Market in 2022

“Jack of all trades and a master of none, but often better than a master of one.”

It’s an old adage. It says that it often bodes well to be good at several things even if you’re not an expert at any of them than to be an expert at one thing and bad at everything else.

You must be wondering ‘what does it have to do with SaaS companies?’ Answer? A lot. Today we’re going to look at a key reason a SaaS company dominates a niche market – Vertical SaaS.

A lot of SaaS companies around the globe offer a multitude of services, covering various industries. For example, MS Office and Slack. These are examples of horizontal SaaS. However, in recent years, there has been an increase of vertical SaaS companies that create solutions for niche industries like banking software, real estate programs, etc.

Vertical SaaS is a group of software solutions that cater to the needs of a particular niche industry. Some of its prominent examples are:

  • Cox Automotive, a provider of automotive solutions, paid $4 billion for Dealertrack, an on-demand software provider for the industry.

  • Health Assurance Plan, a dental software that provides comprehensive solutions to dentists as well as patients right from connecting them to post-treatment care.

  • Veeva, a life science company that provides cloud-based CRM and content management systems, grew from zero to $2.4 billion in less than six years.

These examples and more, strongly suggest that vertical SaaS is the future and a real competitor to horizontal SaaS markets.

Building a vertical SaaS is one of the best answers to how to scale your SaaS company. But even vertical SaaS companies need a proper plan of action when it comes to growth.

Here are some key pointers to help you scale your vertical SaaS product:

Select the Right Vertical

When it comes to digital marketing for SaaS companies, a one-size-fits-all approach is not going to cut it because of the specialized nature of a vertical SaaS company. Therefore, it is paramount that you pick a vertical that has a large enough potential for growth, and not nearing market saturation.

Also keep in mind your level of expertise in a particular area, as niche markets require extensive and in-depth knowledge to provide comprehensive solutions for the said market. Aside from that, conducting market research is just as important. Follow the selection of your SaaS vertical by studying at least 10 companies (both vertical and horizontal) and learning about their products and offerings. This will allow you to distinguish your product from theirs and improve your odds of capturing a niche.

Stick to Your Guns

It may be tempting to move to a different vertical because they have similar issues or you want to expand your consumer base. However, you should refrain from doing so. Each additional layer requires you to tailor your product to a certain amount, limiting your capacity to provide answers to specific vertical challenges.

Sticking to one vertical also allows you to collect, aggregate, and store industry-specific analytics. The data can subsequently be monetized through value-added services such as benchmarking or marketing reports.

Speak the Language of Your Audience

Research is imperative. If you want to carve out a niche in a market, you will need to speak to the customers and treat them the way they want and expect you to. You must speak the language of the prospects and offer solutions that fully address the industry’s problems. This improves your chances of gaining and keeping customers.

Get industry insiders on your side to provide nuance and help improve your services. An added incentive is that it gives you the tools to quickly understand and adapt to market fluctuations.

Aggressive Promotion is Key

It doesn’t matter if you’re selling the elixir of life, but if no one knows that it gives you immortality, they will not buy it. You can have the best product or service in a market, but you need people to realize exactly just how much it would make their lives easier and solve problems. That’s where digital marketing for SaaS companies comes in.

Promoting is especially important if you are new to the market and your target audience is more inclined to go with established industry names. You need to grab their attention and build credibility if you want to stand a chance.

Final Words

There is no question that while it may be harder to break the status quo and establish yourself in a vertical market, the rewards are arguably more than worth it.

Andreessen Horowitz’S General Partner Kristina Shen talks about the scope of fintech companies leveraging vertical SaaS techniques to grow.


Because more and more niche-specific software is being produced these days to satisfy the industry’s distinct needs, the future of SaaS is unquestionably going vertical.

Are you looking to dip your toes into the vertical SaaS market? Follow these above tips to get you started and connect with us at Alter Marketing Solutions, where a team of proficient digital marketers will assist you in taking your company to the next level. Send an email to [email protected] or give us a call at +91 99864 60086.

Want to learn more about creating the perfect growth plan for your SaaS product? Get Free Access To Our SaaS Growth Plan EBook. Download Now!

Digital Marketing for Technology Companies: 5 Top Tactics That Really Work!

Digital Marketing for Technology Companies: 5 Top Tactics That Really Work!

Technology is the great growling engine of change, and it’s everywhere. The companies that make and roll out tech-based products and software into the market — the IT companies and businesses offering Software as a Services (SaaS) — need to build brand awareness and make themselves stand out. Because tech shoppers spend 74% of their time researching online versus 26% offline. It is key to make their customers — existing or potential — realize the real value they provide. Marketing for enterprise technology and software companies has changed over the years — and it now leverages the power of digital!

You’re probably here because you’re wondering how to market your software product. While digital marketing for technology companies brings plenty of scope for improving brand visibility and ensuring your services can be easily found through search — there is increased competition for attention on digital channels, and also the growing need to reach the right decision-makers on the right channels. You may be following the best marketing strategies for IT companies, but you will need some digital marketing tactics that will produce real results more easily. So, what are they? Let’s find out 5 of them that actually work!

Consolidate Your Content Experience

To start with, no matter what types of content you produce, centralize the experiences. Individual pieces of content — such as blogs, e-mailers, social media posts — should be personalized for your audience and the channel. But they should all come together in one centralized digital experience that’s connected to your brand. This will help them remember your brand.
Even before you start with your marketing, having a detailed brand manual and abiding by it for your content creation can help. You can also have a “Resources” page on your website to drive visitors into one experience, while still being able to find the information that’s most useful or relevant to them.

Create Original & Engaging Video Content

Decision-makers may not have the time to go through a product datasheet, but they could surely have the time to watch an engaging video of two or three minutes, about a product or solution that might interest them or offer their business some value. If you want to introduce your solution or talk about the benefits of your product, use original, high-quality video content as a marketing tactic. Make a video about how your company started. Or what made you develop a specific feature. Or how your product solves a common customer problem. Promoting video content on platforms like Facebook, Instagram, YouTube, LinkedIn, or even just featuring it on a website can work wonders while marketing for SaaS startups.

Storytelling is key — while using a video to market your solution, you need to focus on telling a compelling story. Marketing in the B2B enterprise space doesn’t mean you should restrict yourself to technical and jargon-filled videos. While your technology solution or product might be robust or complex, the video shouldn’t be! It can be fun and easy to understand. Engaging videos that can inform, educate and entertain at the same time are the ones that capture the most attention and brand recall. As for the product specifics, don’t go too overboard with them in the video either, leave some suspense for other content offers as well as your sales calls and meetings!

Utilize Client Testimonials

If your clients are your unpaid endorsers, that’s the best endorsement you could get! Request them for testimonials. Client testimonials serve as a reliable endorsement and are considered as a peer-to-peer endorsement by your potential customers. They make your target customer think that if your solution worked for another company just like theirs, it will work for them too. That’s how they get interested in your product, and that’s what takes them up the conversion ladder faster.
You could have client testimonial quotes on the Home Page of your website, or on the Landing Page dedicated to a product. You could also turn client testimonials into powerful videos where the clients themselves talk about your solution. Walk the viewers through how your solution helped a specific customer get from point A to point B, what pain points it solved along the way, and how.

Give Your Audience Real Value

Any killer strategy of digital marketing for IT companies or any great marketing strategies for technology companies fall flat if your audience is not getting any value from your marketing materials! By using various methods without providing them with real value, you may be able to reach them but may not be able to convert them. They won’t be led to the next stage of the buyer’s journey. They won’t hit that ‘Sign up’ or ‘Buy now’ button, they won’t ‘Swipe up’ or ‘Subscribe’, and they won’t download your brochure or datasheet.

“But what do you mean by ‘real value’?” On the surface, it is a good brand impression — which is important. On a deeper level, it is you being a trusted source of information and a subject matter expert in your domain. This is what gives you a good brand impression in the first place.

If the information and content you put out through your marketing efforts are valuable to your audience, and if you are giving out some of your coveted secrets because they can help your audience — your audience is more likely to further engage with you. Your brand name and product will pop up in their head when they want to solve a particular business problem or meet a relevant need the next time. Your website will be where they go to seek answers. Your sales representative is whom they will reach out to when they have queries. When they trust you, they will move to the next stage of the conversion process with confidence in you. And that’s a win for you!

Remarket to Existing Customers

Unless you’re entirely new in the market, you are bound to have some existing customers. How about increasing revenue through marketing efforts that are targeted to your current customers? You will most likely have a database with some required details about them, and you can build campaigns and systems that enable you to retain these customers along with upselling and cross-selling your products, services, solutions and features to them.

Customer remarketing also makes you stay top-of-mind with them and this also increases their brand recall and retention. Moreover, as they’ve already done business with you earlier, they will be more likely to trust you again if you’ve provided them with value the last time. You can also run remarketing ads via platforms like Google or Facebook for those who have visited your website to know more about you or your clients. This can also push people towards conversion and bring you more sales.

Some Frequently Asked Questions:

Q. How do you digitally market a software product?

A. To start with, have proper and well-planned digital marketing strategies in place and follow some tactics that work. Create a comprehensive knowledge base to support your customers with your content offers. Also, consider offering free demos or free trial versions of the product.

Q. How do software companies get clients?

The first step is to identify a specific niche to target and have a content marketing strategy. The content you promote should be targeted to a particular audience and provide them with real value — to convert them into clients. Establish yourself as a subject matter expert and reliable resource for information to gain your potential clients’ trust. Getting referrals from previous clients is also a good way of getting new clients.

Q. How do I market my software house?

Invest in getting a dynamic, fast-loading and mobile responsive website design. Implement Search Engine Optimization (SEO) for your content offers and opt for Pay-Per-Click (PPC) advertising to generate leads. Social media marketing is also a great way of marketing your software house or company to increase brand visibility.

The competition in the B2B Tech industry is fierce. So take advantage of what the online world and the social media platforms have to offer. You may find an untapped source of clients looking for your services. No matter how new or old, big or small your company is, you can outrun your competitors with the right approach to digital media. And if you’re an IT company or a SaaS company looking to buff up your marketing strategies and tactics to make more profits, reach out to Alter Marketing Solutions at 099864 60086 or email us at [email protected].

Effects of COVID-19 on the Digital Marketing Industry

Effects of COVID-19 on the Digital Marketing Industry

Most industries took a major hit during the COVID-19 pandemic. Likewise, the digital marketing industry too could not escape its effects. When big businesses took a hit due to massive fluctuations in the market, they looked to cut their expenses and run the show keeping expenses minimal. In most industries, marketing and advertising are considered as a luxury and not a necessity. Thus, the major budget allocations for marketing expenses were cut down and survival expenses were concentrated on. 

Project Inflow During the Pandemic 

As we are a digital marketing agency in Mangalore, we have been seeing the ups and downs when it comes to clients’ approaches and the effectiveness of the Ads we run. When the pandemic just began in India, it was announced that there will be a lockdown for a week. Later, it was extended for several weeks.

For the first 15 days, all clients were in what we could call the “waiting mode”. Just trying to understand how long it would take to go back to normal —   and then they slowly started adopting what we could call a “survival mode” of business operation. When the situation continued for more than 15 days, most small scale industries, small businesses and mid-range players were instructed to stop all marketing activities till further notice. This greatly impacted revenue figures for us. After another three months, with hopes of a vaccine and the decrease in the number of cases —  most businesses and the economy started slowly picking up. Around September, the business graph began going up and come December, it was almost back to normal.

Changes in Digital Marketing Results

For a small number of clients who had high hopes and expectations,  the journey began with cutting down more than 50% of service fees for them. The strategy changed to fit minimal costs and maximum gains, along with highly optimised campaigns. The cost of advertising has been reduced to almost 50% from the pre-pandemic days. In the auction insights, we do see fewer clients running ads. At the same time, there are issues with conversion and reasonable closing to show sustainable value. The main revenue source of advertisement for Tier-2 cities like Mangalore is via education, hospital and tourism industries which have been going through a lot of uncertainty. Even the end consumers are not sure about making buying decisions at that moment. Still, we continued on our journey and brought about note-worthy results. Metrics have hit the record level of optimisation. 

What did businesses gain by marketing during the pandemic?

Even though many businesses had incurred losses and were functioning with a lot of uncertainty, some mid-range businesses with slightly deeper pockets took advantage of the situation. 

  • As we mentioned earlier, advertising costs were almost 50% lower than pre-pandemic days. So, businesses could gain extra mileage by spending less. They could also gain a better bargain in terms of service fees.
  • As competition had fallen, marketing platforms were not stuffed with too many materials and ads.
  • Many businesses used the little extra money they had to create brand awareness and leave a lasting impression on customers’ minds —  which will yield results in the long run.

What changed in the advertising industry?

We strongly believe that the end users/consumers have changed their mode of engagement from hoardings and newspapers to digital platforms. The traditional media like Television, Newspapers and Hoardings require heavy one-time investments. Businesses are looking for cost effective, easy to start, and ROI-centric solutions to spend their marketing budgets. At the same time, users have also turned their interests towards digital marketing. 

The industry is moving towards an exponential growth in demand for digital marketing. Especially with the Tier 2 cities, the marketing expenses have been moved to the digital space.  As a large population of consumers are active on digital platforms, the effectiveness of digital marketing via various platforms has been increasing in this pandemic duration. 

Now that you know what has been the journey, the effects and the current situation, you will have to make the choice of finding the right media for your business’ marketing. We at Alter Marketing Solutions, a digital marketing company in Mangalore, can consult you for digital marketing and take the responsibility as an extension of your marketing team. We handle end-to-end digital marketing solutions without any hassles. Contact [email protected] or call us at +91 99864 60086.

Marketing Strategies During The COVID-19 Pandemic

Marketing Strategies During The COVID-19 Pandemic

The world is facing a crisis that is unlike anything most of us have seen in our lifetimes. Most businesses are struggling to stay operational and many are facing a lot of uncertainties in terms of jobs, consumption, demand and supply. And the worst part is that we do not know how long this might go for. People who have been running businesses smoothly for ages are struggling now. 

But does it have to be this difficult? Not really. We have to play our cards smarter and keep the game going. Before the pandemic, you might have been using one or more of the following methods to gain market share:

  1. TV ads
  2. Newspaper ads
  3. Paper insertion
  4. Pamphlets and flyers
  5. Hoardings
  6. Direct sales
  7. Referrals

It’s time for us to analyse how well these techniques are going to work in the current situation. Most of these techniques are either expensive, ineffective, not measurable, do not compel people to take action, or do not fulfill the needs of the customer.

Due to the lockdown and pandemic situation, we can see that people are slowly changing their lifestyle in terms of content consumption and buying behaviour. Don’t you think as a business, you also need to change the way you reach your customers and get them to consider your brand as part of their buying decision? 

How To Market During A Pandemic

Focus on brand awareness

Most people are not ready to spend money until the uncertainty is over, except for items and products that are essential. But when things do get better, people will come back again to buy. Many brands make the mistake of completely stopping all the marketing thinking it won’t help at all at this time. But this is the best time to build brand awareness with your consumer. Moreover, advertising is cheaper now than ever before! 

Go online – It’s now or never!

We all know people are spending a lot of time online for entertainment, learning, and many other activities. No matter how small or big you are, it is time for you to take your business online. This is the only option that you have to boost your business. Create your online store by building a website, an online catalogue site or just using WhatsApp business or Facebook marketplace with zero investment. But act now and go online!

Use digital marketing to make a mark

Traditional marketing approaches like hoardings, flyers, newspaper ads, have lost a lot of their reach and scope.  At the same time, there has been a significant rise in engagement on social media platforms — an increase of 30% to 40%! This means that people are spending a lot of time on social media. As the rule of marketing, we need to put more effort and money where people are more active. Social media, digital content creation is cheap and the best way to market your product right now. If you have a good budget, consider running paid ads and create original content showcasing your product.

Take it one step at a time

If you are a small business trying to go online, it’s better not to burn your hand by putting a lot of money on advertising. Instead, start generating simple content about your business and start using the power of WhatsApp and other popular social media. This will be a good first step to taking your business online. 
We definitely can’t generalize marketing approaches and strategies. But no matter what business you run, this will be a good starting point for you. Strategy can be finetuned and improved by taking into consideration the nature of the business, budget, resources availability and other factors. At any point of time if you think you need our help in improving your strategy reach us out at 099864 60086 or mail us at [email protected].