SaaS marketing is the only kind where you can grow revenue and destroy the business at the same time. Acquire customers who churn in two months and you have bought an expensive, temporary revenue chart.
Lifetime value decides the budget
What you can afford to spend acquiring a customer depends on how long they stay and how much they pay. Both change over time, so acquisition targets are not set once.
The dependency runs the other way too: fixing onboarding so more customers reach value increases what you can afford to spend, often more than any campaign optimisation could.
Content for the evaluation
SaaS buyers research thoroughly. They search for the problem before your category, compare alternatives, look for integrations, and check whether it works with the tools they already run.
That means content covering the problem, comparisons including honest ones against competitors, integration pages, and documentation good enough that a technical evaluator trusts the product. Documentation is marketing in SaaS, whatever the org chart says.
Comparison and alternative pages
"X versus Y" and "alternatives to Z" capture people already deciding. They work when honest — including where a competitor genuinely suits a case better. Buyers are checking whether you are trustworthy, and a page that claims to win every comparison signals the opposite.
The trial is part of the funnel
A free trial that leaves someone staring at an empty dashboard converts poorly. The metric is time to first value: how quickly a new user does the thing the product is for.
Improving that usually beats sending more people into the trial.
Attribution across a long path
Someone reads a guide, forgets you, returns via search two months later, starts a trial, converts a month after. Last-click credits the branded search.
Use it as directional, connect signups to their original entry point where you can, and resist cutting channels on last-click evidence alone.
Pricing page
The most-visited and least-considered page on most SaaS sites. It has to make the plan choice obvious, state what happens at limits, and avoid the "contact us" wall that loses self-serve buyers.
FAQ
Should we publish pricing?
For self-serve, yes. Hiding it costs more buyers than it protects margin.
Free trial or freemium?
Trial suits products with quick, clear value. Freemium suits products with network effects and low marginal cost.
How much should we spend on content?
More than most SaaS companies do, and on fewer, better pieces.