{"id":21958,"date":"2018-06-21T08:59:24","date_gmt":"2018-06-21T12:59:24","guid":{"rendered":"https:\/\/outgrow.co\/blog\/?p=21958"},"modified":"2026-02-12T06:14:01","modified_gmt":"2026-02-12T11:14:01","slug":"4ps-of-saas-marketing","status":"publish","type":"post","link":"https:\/\/outgrow.co\/blog\/4ps-of-saas-marketing","title":{"rendered":"Mastering the 4P&#8217;s of SaaS Marketing"},"content":{"rendered":"<h1><span class=\"ez-toc-section\" id=\"Mastering_the_4Ps_of_SaaS_Marketing\"><\/span><strong><span style=\"font-family: verdana, geneva, sans-serif;\">Mastering the 4P&#8217;s of SaaS Marketing<\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_62 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d96ab5aa7d7\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d96ab5aa7d7\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/outgrow.co\/blog\/4ps-of-saas-marketing\/#Mastering_the_4Ps_of_SaaS_Marketing\" title=\"Mastering the 4P&#8217;s of SaaS Marketing\">Mastering the 4P&#8217;s of SaaS Marketing<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/outgrow.co\/blog\/4ps-of-saas-marketing\/#1st_P_of_SaaS_Marketing_Product\" title=\"1st P of SaaS Marketing: Product\">1st P of SaaS Marketing: Product<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/outgrow.co\/blog\/4ps-of-saas-marketing\/#2nd_P_of_SaaS_Marketing_Price\" title=\"2nd P of SaaS Marketing: Price\">2nd P of SaaS Marketing: Price<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/outgrow.co\/blog\/4ps-of-saas-marketing\/#3rd_P_of_SaaS_Marketing_Place\" title=\"3rd P of SaaS Marketing: Place\">3rd P of SaaS Marketing: Place<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/outgrow.co\/blog\/4ps-of-saas-marketing\/#4th_P_of_SaaS_Marketing_Promotion\" title=\"4th P of SaaS Marketing: Promotion\">4th P of SaaS Marketing: Promotion<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p><span style=\"font-weight: 400; font-size: 14pt;\">SaaS marketing is different from other forms of marketing because unlike others you\u2019re selling an intangible product: a \u2018software as a service\u2019. However, \u2018different\u2019 doesn\u2019t always mean \u2018difficult\u2019, as many make it seem. Yes, it can definitely be challenging, as your business is based on a recurring revenue basis, but who said you can\u2019t learn the tricks of the trade?<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">To create a masterful strategy for your SaaS business, all you need is an in-depth understanding of the 4Ps of marketing or as we popularly call it, the Marketing Mix! The marketing mix talks about product, price, place and promotion. These four pillars of marketing are interconnected and a small change in one can impact the others for better or for worse! This is why we are going to talk about them in detail in this blog. We are sure that once you\u2019re through with what these 4Ps can do for your SaaS marketing mix, you will be able to modify your approach and walk confidently towards success.<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Now, without further delay, let\u2019s get started!<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"1st_P_of_SaaS_Marketing_Product\"><\/span><b>1st P of SaaS Marketing: Product<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Without a product that\u2019s in demand and solves your prospects\u2019 problems, you cannot enter the market. Apparently, a lot of start-ups fail because they are in a hurry to launch a product that is half-baked. Unfortunately, that\u2019s not how it works. The \u201cwe sort of know what our target market is\u2019 or \u201cwe\u2019ll figure out once we launch the product\u201d isn\u2019t how big brands established themselves. You need to know your product and its takers inside out. For SaaS companies, this understanding is foundational to effective <a href=\"https:\/\/digitalagencynetwork.com\/b2b-saas-marketing-strategies\/\" target=\"_blank\" rel=\"noopener\">SaaS marketing strategies<\/a>. These strategies involve deeply researching user needs, crafting targeted messaging, and aligning the product\u2019s value proposition with customer pain points.<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">This brings us to the question of the actual way forward.<\/span><\/p>\n<h3>1. Create your buyer\u2019s persona<\/h3>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Basically, a <a href=\"https:\/\/visme.co\/blog\/buyer-persona-template\/\">buyer\u2019s persona<\/a> is a semi-fictional profile that represents your ideal customer. Figure out what this person\u2019s demographics, job title, <a href=\"https:\/\/www.hirewithnear.com\/job-description-generator\" target=\"_blank\" rel=\"noopener\">job description<\/a>, job title, etc. are. <\/span><\/p>\n<h3>2. Brainstorm and find out which feature aligns with what type of buyer<\/h3>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Come up with a product that solves all the major issues faced by this target customer. Also, factor in their expectations and needs. After this, come up with, what a layman calls, the <strong>\u2018X\u2019 factor<\/strong> in your product. Apparently, figuring it out is extremely important as this unique selling point of your product will be a huge differentiating factor for your brand. <strong>It will ensure that your target audience DOES NOT have an alternative to your product.<\/strong> What\u2019s also worth keeping in mind is that you can\u2019t be known for a lot of things. This is to say that you can\u2019t be known for \u2018best prices\u2019, \u2018best customer service\u2019, and the \u2018best return policy\u2019 etc. <\/span><span style=\"font-weight: 400; font-size: 14pt;\">Your <a href=\"https:\/\/www.business.com\/articles\/determining-your-usp\/\" rel=\"nofollow\">USP<\/a> has to be this ONE factor that sets you apart from your competitors. It\u2019s the standalone reason why people should buy from you at all.<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Voil\u00e0! You are product ready! You also know who it is for, what\u2019s your USP and what problems it solves!<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 10pt;\">*<em><a href=\"https:\/\/www.cleverism.com\/product-driven-vs-customer-driven-businesses\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Your business might be product-driven or customer-driven<\/a>. Depending on what your approach is you can either create a persona first and think of the product later or vice versa. Either ways, you should be thorough in your research.<\/em> <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2nd_P_of_SaaS_Marketing_Price\"><\/span><b>2nd P of SaaS Marketing: Price<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">If you get your product pricing right, you can delight your customers and open profit streams! Yet, despite it being such an important component, many SaaS businesses overlook it. According to a survey by <a href=\"https:\/\/labs.openviewpartners.com\/survey-of-1000-saas-executives-reveals-major-blind-spot-around-pricing\/#.WyOG6SCxXIU\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">OpenView<\/a>, 55% of 1,000 SaaS executives who participated in the <a href=\"https:\/\/outgrow.co\/survey-maker\/\" target=\"_blank\" rel=\"noopener noreferrer\">survey<\/a> said that they have nobody in their company to price the product or handle pricing in general. Furthermore, 45% of the participants agreed that pricing tends to be \u201ca small piece of someone\u2019s responsibilities, rather than a dedicated focus area.\u201d<\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-21995\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Pricing-Saas-page-stats.png\" alt=\"SaaS marketing\" width=\"807\" height=\"471\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Pricing-Saas-page-stats.png 807w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Pricing-Saas-page-stats-300x175.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Pricing-Saas-page-stats-768x448.png 768w\" sizes=\"(max-width: 807px) 100vw, 807px\" \/><a href=\"https:\/\/labs.openviewpartners.com\/survey-of-1000-saas-executives-reveals-major-blind-spot-around-pricing\/#.WyOG6SCxXIU\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Source<\/a><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">This brings us to ask some important questions. <strong>Why is it when you know that pricing can actually shape your product or service\u2019s perception and affect revenue, you just end up making a \u2018random\u2019 guess and \u2018leave it\u2019 to see \u2018how it does\u2019?<\/strong> As a matter of fact, <strong>what\u2019s even worse is that only 14% of SaaS companies consider pricing before developing the product.<\/strong> Some even think of it at the last moment, before the launch! Can you beat that? Don\u2019t you know it can be fatal for your business? Don\u2019t you know that every month or year, your customers can decide to unsubscribe? This factor alone, if not anything else, should make you think critically about your pricing strategy.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-22002 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Saas-Infographic-of-a-survey.png\" alt=\"Product Pricing Infographics\" width=\"963\" height=\"1504\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Saas-Infographic-of-a-survey.png 963w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Saas-Infographic-of-a-survey-192x300.png 192w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Saas-Infographic-of-a-survey-768x1199.png 768w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Saas-Infographic-of-a-survey-656x1024.png 656w\" sizes=\"(max-width: 963px) 100vw, 963px\" \/><\/p>\n<p><span style=\"font-size: revert; color: var(--global-palette4); font-family: -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, Oxygen-Sans, Ubuntu, Cantarell, 'Helvetica Neue', sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol';\">So, what do you do to engineer a profitable pricing structure for your <a href=\"https:\/\/spdload.com\/blog\/best-saas-startup-ideas\/\">SaaS startup ideas<\/a>?<\/span><\/p>\n<div class=\"msg-s-event-listitem\n\n         msg-s-event-listitem--other\n\n        \" data-event-urn=\"urn:li:msg_message:(urn:li:fsd_profile:ACoAAATNBWMBnz_HswKsmFnknaE61x2R4wUimPQ,2-MTcwODM1MDkwMTY3NWIzMDY0OC0wMDEmY2YyODM0ZTAtMDY5Ny00ZDU1LWE1ZDYtZTU4MjYzMzM2N2RiXzAxMA==)\" data-view-name=\"message-list-item\"><\/p>\n<div class=\"msg-s-event-listitem__message-bubble msg-s-event-listitem__message-bubble--msg-fwd-enabled\" tabindex=\"0\">\n<div class=\"msg-s-event-with-indicator display-flex \">\n<div class=\"msg-s-event__content\" dir=\"ltr\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h3>1. Map buyer\u2019s persona to needs.<\/h3>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">With respect to pricing, you should think about which feature of your product aligns with which persona. This is because you want to have a pricing plan for every type of buyer. To map persona to needs, you can <a href=\"https:\/\/app.outgrow.co\/signup\">create a survey<\/a>. Perhaps, you make one on the Outgrow app? Just make sure that you\u2019re asking questions that require the buyer to think hard to choose an answer. Their response is what will reflect their need, and it will be a huge help in the long run.<\/span><\/p>\n<h3>2. Come up with multiple pricing plans<\/h3>\n<p><span style=\"font-weight: 400; font-size: 14pt;\"> Pick up the pricing page of any SaaS business, you will notice that most of them have multiple price options. This is because each plan is mapped to a particular type of buyer. Take Outgrow for instance. We have four different pricing options. In addition, towards the bottom of the price chart, we tell our prospects of two more plans about which they can enquire directly. This is to make their decision-making easier.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-21999 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Pricing-Outgrow-SaS-Tips.png\" alt=\"Outgrow Multiple Pricing Plan\" width=\"1004\" height=\"977\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Pricing-Outgrow-SaS-Tips.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Pricing-Outgrow-SaS-Tips-300x292.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Pricing-Outgrow-SaS-Tips-768x747.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/p>\n<h3>3. Identify your value metric<\/h3>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">We will take a look at what Price Intelligently, who has an insane amount of experience helping SaaS businesses with pricing, have to say about it. As per them, \u201ca value metric is essentially what and how you\u2019re charging\u201d For instance, it could be per-user or a number of videos hosted, templates used, etc. In fact, according to research conducted by them, <a href=\"https:\/\/www.youtube.com\/watch?v=tx8svcm1lbU\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">companies who identify their value metric grow at \u201cdouble the rate\u201d than those who don\u2019t<\/a>. It certainly points out to the fact that having a value metric can <a href=\"https:\/\/www.priceintelligently.com\/blog\/bid\/195287\/The-Value-Metric-Optimize-Your-Pricing-Strategy-for-High-Growth\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">boost your monthly recurring revenue<\/a>. <\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter wp-image-21987 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Saas-Marketing-pricing.png\" alt=\"Pricing Model\" width=\"858\" height=\"485\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Saas-Marketing-pricing.png 858w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Saas-Marketing-pricing-300x170.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Saas-Marketing-pricing-768x434.png 768w\" sizes=\"(max-width: 858px) 100vw, 858px\" \/><a href=\"https:\/\/www.priceintelligently.com\/blog\/bid\/195287\/The-Value-Metric-Optimize-Your-Pricing-Strategy-for-High-Growth\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Source<\/a><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">However, do keep in mind the \u2018perceived\u2019 value of your product. You don\u2019t want it to be priced too high or too low that the prospect&#8217;s question if the product is THAT good or THAT bad to be priced so. This is why it helps to align features with buyer persona (those they ascribe a high or low value to) and then come up with what you want to charge them. <\/span><\/p>\n<h3>4. Change your subscription pricing after a couple of months<\/h3>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">You\u2019re thinking &#8211; \u201cBut I only just figured out the pricing plan!\u201d, right? A round of applause for that but as technology evolves so should your product and its price. A better, improved product means more value delivered to customers. So, it only makes sense to bring in pricing plan changes.<\/span><\/p>\n<p style=\"text-align: center;\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-22005\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Change-price-plans.png\" alt=\"SaaS marketing\" width=\"859\" height=\"463\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Change-price-plans.png 859w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Change-price-plans-300x162.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Change-price-plans-768x414.png 768w\" sizes=\"(max-width: 859px) 100vw, 859px\" \/><a href=\"https:\/\/www.youtube.com\/watch?v=tx8svcm1lbU\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Source<\/a><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">On the whole, we\u2019d say, <strong>make a pricing structure that enables people to choose and not confuse.<\/strong> If they experience decision fatigue or can\u2019t understand the pricing plan, there is no way you can convince them to buy from you. Besides, do keep a track of competitor\u2019s pricing plans though it shouldn\u2019t completely impact your strategy. It\u2019s just to keep track of how your industry is moving forward.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400; font-size: 14pt;\"><strong><em>Related Read:<\/em> <a href=\"https:\/\/blog.chartmogul.com\/saas-pricing-pages-2017\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">B2B SaaS Pricing Pages in 2017: Lessons From 100+ Top Businesses<\/a><\/strong><br \/>\n<\/span><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"3rd_P_of_SaaS_Marketing_Place\"><\/span><b>3rd P of SaaS Marketing: Place<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">With your first two Ps sorted it\u2019s time to \u2018place\u2019 your product right where your target audience is. This means being present where people are actively looking for you. That is, consciously determining your distribution channels. By the way, no marks for guessing where you should be \u2018seen\u2019! On the internet! If you are easily discoverable, then more people will come to know about you. You can achieve this feat through SEO.<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">As all of us already know, SEO comprises of two categories: on-page and off-page. To make sure your brand is discoverable you must work on both. If you get the formula right then you will rank well in search engines and thus will be more visible to people who are looking for YOU! At this point, however, we must also say that <strong>SEO isn\u2019t only about keywords, submissions or getting backlinks, etc<\/strong>. There\u2019s a whole different bunch of strategies you can use. For instance, this <a href=\"https:\/\/www.linkedin.com\/company\/digitalcurrent\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Digital Current blog<\/a> has five SEO experts sharing how SaaS businesses can shoot-up rankings and eventually be found. In fact, <a href=\"https:\/\/searchengineland.com\/top-6-tips-seo-saas-279859\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">here\u2019s another one by Search Engine Land<\/a> which should give you some perspective on how to go about <a href=\"https:\/\/influencermarketinghub.com\/saas-marketing-agencies\/\" target=\"_blank\" rel=\"noopener\">optimizing your SaaS marketing<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">We\u2019d say, go full throttle and master search engine optimization. With time, you will see more people turning to you for solutions to their problems. Once you have their attention, engage and eventually convert them into your customers! As a matter of fact, when we talk about engagement, nothing beats interactive content for SaaS marketing. Perhaps, you should give it a shot too?<\/span><\/p>\n<blockquote><p><em><span style=\"font-weight: 400; font-size: 14pt;\"><strong>Pro Tip<\/strong>:\u00a0<a href=\"https:\/\/outgrow.co\/blog\/interactive-calculators-saas-companies\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>9 Calculators Every SaaS Company Should Really Consider<\/strong><\/a><\/span><\/em><\/p><\/blockquote>\n<h2><span class=\"ez-toc-section\" id=\"4th_P_of_SaaS_Marketing_Promotion\"><\/span><b>4th P of SaaS Marketing: Promotion<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">All businesses turn to content marketing to get the word out about their company and so should you. The ultimate aim is to build your reputation as a thought leader. You can do so by writing blogs, ebooks, whitepapers, or hosting webinars and podcasts that address the problems of your prospects. Apparently, all of these would work in tandem to gain traction and earn your prospect\u2019s trust.<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Moz, HubSpot, Buffer, and other SaaS companies already have developed a robust reputation through authoritative blogs, guides, etc. If you see, their content leads their target audience to their product. It\u2019s as if they walk them into their sales funnel and eventually turn them into customers.<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">But it it imperative to point out here that that marketing communication is as much about the content as it is about the channels. Consider promoting your blogs on <strong>social media platforms like Twitter, Facebook, Linkedin, Instagram, Tik Tok, Pinterest, YouTube, oh we can go on and on!\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Additionally, you can look towards fresh platforms to grow your audience, these can be <strong>Product Hunt, BetaPage, and similar community-driven platforms that act as wonderful feedback and lead generation sources.<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Sample the screenshot of one of the blogs by HubSpot. Right below the name of the author, they plug in a free video starter pack.<br \/>\n<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-21992 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/HubSpot-SaaS-marketing-example.png\" alt=\"Hubspot example\" width=\"1004\" height=\"484\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/HubSpot-SaaS-marketing-example.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/HubSpot-SaaS-marketing-example-300x145.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/HubSpot-SaaS-marketing-example-768x370.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">In fact, you could also give your prospects a \u2018<strong>free trial<\/strong>\u2019 option, but make sure you get them to purchase it later. <\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Unfortunately, only <a href=\"https:\/\/www.marketingsherpa.com\/article\/chart\/automated-emails-sent-by-organizations?goback=.gde_41533_member_221590855\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">26% of SaaS companies use email marketing to activate free trial users<\/a>! If you\u2019re among the rest of them, you know what to do. <a href=\"https:\/\/unbounce.com\/email-marketing\/convert-free-trial-users-email-marketing\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">This blog by Unbounce<\/a> can help you get started. The next step to really get them to convert vis-a-vis promoting your product is by sending them a reminder when their trial period is coming to an end. You could also offer to extend their free trial period to make them more used to your product.<\/span><\/p>\n<p><strong><span style=\"font-size: 14pt;\">Related Read: <a href=\"https:\/\/sixteenventures.com\/saas-free-trial-benchmarks\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">SaaS Free Trial Conversion Rate Benchmarks<\/a><\/span><\/strong><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Another effective way of acing your SaaS product promotion is by being on the <a href=\"https:\/\/growthhackers.com\/articles\/10-review-sites-for-listing-your-software-saas\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">B2B review sites<\/a>. This is because we know, for a fact, that no one buys a product without reading reviews.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-21989 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Capterra.png\" alt=\"CRM Software\" width=\"1004\" height=\"938\" \/><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">These product reviews written exclusively by your \u2018real\u2019 customers are excellent pieces of promotional content. Hence, they have the power to influence your target audience. Although, beware that while some customers will speak in your favor, while you will always have a bunch of unhappy customers who will lash out against you. Instead of ignoring them or dueling with them, acknowledge and get to the bottom of the problems they are facing. Who knows they might bring to light a new perspective which can make your product better. And, even if not, you would be able to show people that you take criticism in your stride.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-21985 size-full\" src=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Outgrow-review-on-capterra.png\" alt=\"Outgrow for SAAS marketing\" width=\"1004\" height=\"561\" srcset=\"https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Outgrow-review-on-capterra.png 1004w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Outgrow-review-on-capterra-300x168.png 300w, https:\/\/outgrow.co\/blog\/wp-content\/uploads\/2018\/06\/Outgrow-review-on-capterra-768x429.png 768w\" sizes=\"(max-width: 1004px) 100vw, 1004px\" \/><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">So, folks, that was all from our end on how you can master the 4Ps of marketing for your SaaS business. However, we wouldn\u2019t sign off just as yet. We have one more thing to highlight as it has a direct impact on customer retention i.e. customer services. Even if you\u2019ve built a superior quality product but if your end-user support is weak then you will find people eventually canceling their subscription. And, that is going to hurt you the most because you\u2019d worked hard to acquire these customers only to lose them to poor customer support!<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">To sum up, if you want to scale up and stay in the business you must do all that it takes to keep the 4Ps from crumbling. At the same time, be open to experimenting and making mistakes. By and large, make sure you learn from your failures.<\/span><\/p>\n<p><span style=\"font-weight: 400; font-size: 14pt;\">Holy Molly! Our time\u2019s up and we\u2019d now pass the baton to you! We would love to hear about your experiences <a href=\"https:\/\/respona.com\/blog\/saas-marketing\/\">running a SaaS business<\/a>. How has your journey been so far? Any roadblocks in particular that you would like to talk about? Perhaps, what you did differently worked out for you? We\u2019re all ears.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mastering the 4P&#8217;s of SaaS Marketing SaaS marketing is different from other forms of marketing because unlike others you\u2019re selling an intangible product: a \u2018software as a service\u2019. However, \u2018different\u2019 doesn\u2019t always mean \u2018difficult\u2019, as many make it seem. Yes, it can definitely be challenging, as your business is based on a recurring revenue basis,&#8230;<\/p>\n","protected":false},"author":17,"featured_media":49018,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[90,497],"tags":[98,198,214],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mastering the 4P&#039;s of SaaS Marketing | Learn &amp; Grow with Outgrow<\/title>\n<meta name=\"description\" content=\"Master the 4Ps of SaaS marketing to create a robust strategy for your SaaS business. Product, Price, Place, and Promotion.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/outgrow.co\/blog\/wp-json\/wp\/v2\/posts\/21958\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mastering the 4P&#039;s of SaaS Marketing | Learn &amp; Grow with Outgrow\" \/>\n<meta property=\"og:description\" content=\"Master the 4Ps of SaaS marketing to create a robust strategy for your SaaS business. 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