If your business provides SaaS products, it makes more sense to work with a specialized SaaS marketing agency that can handle all of your unique requirements. A traditional marketing company will not be able to meet the needs of the types of products and services provided by SaaS businesses.

SaaS businesses have to navigate a challenging buying process. To overcome these obstacles and move customers along the buyer's journey, they require the services of SaaS marketing agencies.

Here are a few ways how a SaaS marketing agency differs from a conventional marketing agency and why picking the former is a better choice.

The Key Differences Between SaaS Marketing Agencies and Traditional Marketing Agencies

Here are 3 ways how SaaS marketing agencies differ from traditional marketing agencies:

1) In order to implement new features and fix bugs in the system, Saas companies typically rely heavily on developers, designers, and project managers. This makes up the core team of SaaS companies. Designers prepare the product's visual workflow and aesthetic, and project managers are in charge of making sure the projects are carried out as planned.

At times, there might be a significant communication gap between the designers of the product and the users. As a result, this bridge needs to be filled and that’s where SaaS marketing agencies come into play. That gap is filled by the marketing team and in addition, they also attract new customers. This in turn enables the core teams to focus on finding solutions and fixing bugs. Traditional marketing agencies on the other hand do not deal with any communication gaps. They only deal with the sale of the products.

2) SaaS marketing agencies employ metrics that provide them an understanding of retention, churn, engagement, etc., This enables them to forecast recurring revenue, develop product roadmaps, and continuously improve their marketing. Traditional marketing agencies on the other hand simply analyze the sales at the end of the day to see where they are standing.

3) SaaS businesses rely heavily on digital marketing techniques and require their marketing agencies to be technologically adept. This is where most traditional agencies lack. A traditional marketing agency usually specializes in one area, such as social media, SEO, PPC, or a specific channel. They base everything else they do on this one strength. They typically lack IT expertise and cannot meet the demands of SaaS companies.

Six Reasons for Selecting a SaaS Marketing Firm Over a Conventional Marketing Agency

Here are 6 reasons why you need to choose a SaaS marketing agency over a conventional marketing agency:

1) SaaS Marketing Companies Are Adaptable to Changing Products

A conventional business typically produces collateral to market a product. They do not have to deal with the same product constantly changing.

SaaS products on the other hand are constantly evolving and developing. They require frequent changes to match the changing demands and expectations of the customers. The products frequently need new features, updated design elements, and bug fixes. SaaS marketing agencies are constantly collaborating with the core teams to be up to date with all the key updates. They keep customers informed by producing useful and accurate material through various digital channels.

Since they are not accustomed to working with continually changing products, traditional marketing agencies frequently struggle to manage these changes.

2) SaaS Marketing Companies Know How To Use Technology and Data

Traditional marketing agencies deal with tangible products and services. Software is a non-tangible product, so they typically avoid dealing with it.

They are not required to be knowledgeable about data analytics or cloud hosting. But in SaaS, it's crucial to comprehend the technology behind the product and any indicators that could be used to track growth.

SaaS marketing firms are knowledgeable about and use a variety of data analytics technologies to measure different data occurrences that are constantly occurring. This data is used to evaluate the success of existing campaigns which in turn helps to create powerful marketing strategies. Traditional marketing agencies on the other hand do not engage in such data-driven, product-led marketing efforts and therefore cannot meet the needs of SaaS firms.

3) SaaS Marketing Companies Support Internal Communication

The primary goals of traditional marketing agencies are to bring in new customers and generate some income from existing customers. Their skills and talents cannot be used internally to facilitate or improve the work of the internal teams in SaaS organizations. On the other hand, SaaS marketing agencies must possess in-depth product knowledge for each product that is offered by the SaaS company. This makes it easier to provide relevant content that can also be used for internal communication which in turn boosts user education at the client site.

4) SaaS Marketing Companies Have Tested Playbooks Available for Execution

SaaS marketing agencies deal solely with SaaS organizations. Since they are aware of all the problems and requirements of SaaS firms, they have strategies in place to solve them. Additionally, they also use their insights to enhance and broaden existing strategies. This encourages ongoing marketing innovation and increases the likelihood of success for clients in comparison to traditional marketing.

5) SaaS Companies Require a Different Mindset

SaaS marketing demands a different mindset than traditional marketing. The primary focus of conventional marketing is the product. While SaaS marketing is more focused on the customer and addressing their problems. 

It is challenging to stand out in the SaaS sector. There will always be SaaS products like yours in the SaaS industry. Therefore, if all you think about is your product, you ignore your existing clientele. In order to succeed, you must discuss the client's issues and the remedies to their problems. You must focus on your message and always discuss the outcomes you can guarantee. SaaS marketing agencies are better suited to handle SaaS businesses since they are used to working with this approach.

6) SaaS Marketing Companies Know the Strategies for the Different Stages of the Customer Journey

A conventional marketer designs local SEO to get you on the first page and, with work, possibly even the top result. They also generate appealing visual content and execute promotional activities like posting ads to raise brand awareness. They track and evaluate the website and engagement channel traffic before activation. Activation occurs when a user downloads or registers for the software. After the download is complete, the role of a traditional marketer ends. However, SaaS marketing continues throughout the lifecycle of the customer.

SaaS marketing strategies encourage signups, raise brand awareness, and prevent users from abandoning the product. SaaS revenue is largely derived from repeat customers.

For instance, when you buy a product from an ad that you have seen, the ads become irrelevant once the product reaches your doorstep. This is where the job of a traditional marketer ends.

However, if you register for a SaaS product, the SaaS marketing agencies will share updates, let you know about different plans, and monitor your use of the product. For as long as you use the software, they are continually keeping tabs on you.



SaaS businesses are unique from traditional businesses, so dealing with them requires special skills. Choosing a conventional marketing agency over a SaaS marketing agency will involve several risks and disappointments.

At Falconics, we specialize in working with SaaS companies. Get in contact with us to learn more about how to grow your SaaS company more quickly and achieve your revenue goals.