SaaS Marketing

Best Practices to Increase Revenue & Scale Your SaaS Business

Ameet Mehta
May 17, 2023
10 mins read
Best Practices to Increase Revenue & Scale Your SaaS Business

Looking to scale your SaaS business but don’t know how?

Finding the right marketing plan that works for a business is a Herculean task. But if it’s accomplished, businesses can see unprecedented growth.

According to Gartner, the global SaaS market will reach a total value of $195 billion in 2023, experiencing a 17% growth from 2022.

Awesome, right?

This expansion presents several opportunities for businesses operating within the sector. However, to remain competitive and ahead of the curve, it’s crucial to have a solid and well-thought-out SaaS marketing plan.

By implementing a robust plan, companies can effectively draw in and retain customers, establish a profitable business model, and fuel growth within the rapidly expanding SaaS market.

This article will explore some of these practices, including optimizing pricing optimization, investing in customer success, expanding your product offering, and automating processes.

Following these best practices can increase revenue and scale your SaaS business for long-term success.

What is SaaS Marketing?

Saas marketing shares similarities with product marketing techniques, where both aim to attract customers through different marketing channels. What sets SaaS marketing apart is the distinctive nature of the product.

SaaS marketing educates customers about their products so they can make an informed decision best suited for their business. This involves creating valuable content that addresses customer needs and discusses product value.

When a SaaS business focuses on the B2B industry – the sales cycle is longer. The strategies are developed to nurture potential customers at different levels of the funnel by employing marketing strategies, such as SEO, content marketing, social media marketing, and email marketing, their approach is deeply customer. This helps them to deliver value to their customers at every step.

How do SaaS Companies Scale?

SaaS companies have a straightforward business model. Most scale by accruing new customers through marketing or cross-selling to existing customers. They optimize their products and implement referral marketing to acquire potential new customers – helping businesses retain old customers and attract new ones.

5 Best Practices to Scale Saas Businesses

Have Clear Goals and KPIs

To scale your SaaS business, you should define your goals and the metrics used to measure them. KPIs are the easiest way to identify the overall goal and determine the relevant metrics to measure progress. A clear understanding of your goals will help you make the right decisions about scaling your business.

There are various types of KPIs that businesses can use to measure progress. Here are some common KPIs:

  • Financial KPIs: – These track the financial health and performance of a business. For example, revenue growth rate or return on investment (ROI).
  • Customer KPIs: These assess if a business is fulfilling the requirements and expectations of its clients. For example, it focuses on customer satisfaction score and customer retention rate.
  • Operational KPIs: These metrics measure the effectiveness and productivity of a business’s operations. For example, this can be achieved with tracking employee productivity rate or inventory turnover rate.
  • Marketing KPIs: These metrics monitor the accomplishment of a business’s marketing initiatives and campaigns. For example, they include Cost Per Acquisition (CPC) or Click-Through Rate (CTR).
  • Social Media KPIs: These are used to assess the efficiency and impact of a company’s social media presence. For example, tacking social media metrics, such as the engagement rates and click-through rates.
  • Employee KPIs: These metrics are clear indicators of an employee’s performance and productivity. For example, keeping track of sales per employee or employee turnover rate.

Focus on Your Target Market

Most new SaaS businesses often make the mistake of trying to attract a larger audience causing limited growth potential.

So, how can you retain your existing customers and attract new ones? It’s best to focus on a specific market segment that caters to your product or service.

Conducting surveys or focus groups can provide valuable insights into your target market and guide your marketing efforts. You can begin by identifying the demographic of your targeted audience by determining where they spend their time online.

Invest in High-Quality Marketing and Sales Tools

Access to the proper marketing and sales tools is necessary for scaling a SaaS business.

A SaaS company must invest in top-notch marketing and sales technology to successfully target, attract, and retain clients over time. For example, a CRM system can assist you in monitoring leads, while analytics software enables you to evaluate the effectiveness of different marketing channels.

Use Different Marketing Channels and Strategies

SaaS companies experiment with marketing channels to determine what works best for their businesses. Here are some data-backed strategies you can use to expand your customer base and retain existing customers:

  • Search Engine Optimization (SEO): Did you know that 53.3% of website traffic comes from organic search? This makes SEO a critical component of any digital marketing strategy.
  • Paid Advertising: Even though there is no cheat sheet to predict its outcome, paid marketing channels ensure proper targeting, boost brand awareness, get quicker results, and bring back interested buyers who bounced off from your website.
  • Content Marketing:According to HubSpot, companies that publish blogs are 13 times more likely to see a positive return on investment (ROI). Evidently, SaaS companies rely heavily on content marketing through blogs because it helps establish brand awareness and brand authority.
  • Social Media Marketing: Up to 84% of VP-level and C-level buyers find their SaaS solutions on social media. That’s not all! 55% of interested buyers refer to a brand’s social media presence before opting for a SaaS product! [Source] Clearly, social media marketing is a secret weapon that most SaaS marketers fail to recognize.
  • Email Marketing: The average return on investment (ROI) for email marketing is $42 for every $1 spent. Emails are even more effective for the B2B niche because companies prefer tailored solutions to their unique needs. (Source)
  • Pay-per-click advertising (PPC): Did you know that businesses that invest in Google Ads earn an average of $2 in revenue for every $1 they spend on advertising?! PPC helps SaaS companies get faster ROI than SEO and content marketing. So, if you are looking to scale your MRR or acquire clients fast, you can go the PPC route.

This highlights the significance of using diverse marketing strategies and channels to engage with your target audience effectively.

Emphasize Customer Retention To Boost Revenue and Growth

Although customer acquisition is crucial, allocating resources to retain your current customers is equally important. Enhancing customer retention can be achieved through various means, such as

  • Providing excellent customer service and support,
  • Offering free trials on loyalty programs and services,
  • Personalizing customer experience through targeted marketing,
  • Communicating with customers through newsletters, email campaigns, or other channels,
  • Offering discounts, coupons, and much more.

Now that you have a list of the best practices to scale your SaaS business let’s learn about how you can scale your business.

The Secret Sauce to Scaling Your Business

Imagine owning a small project management company where you serve small businesses but want to expand to serve larger enterprises.

How would you scale, then?

You can invest in tools that meet larger business needs, such as identifying the proper marketing channels or advertising campaigns for your target market. Marketing channels such as SEO, content marketing, email marketing, social media marketing, and other mediums can help scale your business.

Here are a few ways to scale your SaaS business:

  • Develop a clear growth strategy.
  • Invest in quality marketing and sales tools.
  • Focus on improving customer retention and acquiring new ones.
  • Continue to measure and optimize.

Expert Insights: Industry Leaders Share Their Thoughts on Scaling SaaS Businesses

According to a report by McKinsey, businesses that implement automation see an average 20% increase in productivity. (Source)

Let’s be honest; running a SaaS business isn’t just about getting new customers. It’s about keeping them happy and engaged so they stick around for the long haul.

And remember the importance of continuously improving your product to stay ahead of the game. That’s where getting insights from industry experts can come in handy! They’ve been through the ups and downs of scaling a SaaS business and can offer valuable tips and tricks.

Talking of industry experts, we’ll dig into the experiences and insights of two of the leading names in the business world in this article so you can take their learnings and apply them to your own business.

  • Aaron Ross –

    Author and SaaS Sales Consultant – believes that marketing is critical to building a successful and sustainable business. Using marketing strategies, companies can generate predictable sales and ensure long-term growth.

    Ross recommends adopting a “predictable revenue” model, which involves breaking down the sales process into smaller, more manageable stages. This allows businesses to identify areas for improvement and optimize their sales process for maximum efficiency. By doing so, they can generate predictable revenue and scale their business more effectively.

    In addition, Ross emphasizes the importance of targeted marketing campaigns. Rather than trying to appeal to a broad audience, businesses should focus on reaching their ideal customers through personalized messaging and targeted advertising. This helps to build stronger relationships with customers and drive more sales.

    By adopting a “predictable revenue” model, businesses can generate predictable sales and achieve long-term success.

  • Elad Gil –

    Entrepreneur and Investor: When it comes to scaling a SaaS business’s sales team, Elad Gil is the real deal. He’s been around for a while now and has seen the ups and downs of the industry, so you can bet that his philosophy is grounded in experience and success.

    According to Gil, understanding the different stages of the sales learning curve is crucial when building and growing a successful sales team. He believes companies should adapt to these changes to keep up with the market and grow.

    Gil also stresses the importance of creating a strong sales culture within a SaaS business. He recommends focusing on transparency, accountability, and a customer-centric approach to achieve success. When everyone in the organization is working towards the same goal and on the same page, a supportive sales culture can emerge.

Leveraging Automation and AI for Enhanced SaaS Business Operation

We are witnessing the rise of AI in most sectors. AI plays an important role in driving growth for SaaS businesses by automating and optimizing different processes.

According to a report by Grand View Research&lt, the global market for AI in the SaaS industry is expected to reach $20.2 billion by 2025.

Incredible, right? Well, that’s not all!

Similarly, SaaS business operations save productivity and efficiency using automation and AI tools. They minimize inefficiencies by streamlining frequent and time-consuming processes like entering data, lead scoring, and customer service. Automation also frees up resources for SaaS organizations, assisting them in remaining competitive in a market that is continually expanding.

We can conclude that companies that use marketing automation increase sales by an average of 10%.

So, what are you waiting for?

Get on the automation bandwagon to enhance your SaaS business operations.


Scaling and increasing revenue for your SaaS business requires strategic planning, consistent execution, and a customer-centric approach. Some best practices that can help achieve these goals include optimizing pricing strategies, improving customer acquisition and retention, investing in marketing channels, and much more.

By implementing these best practices and remaining agile in the face of change, SaaS businesses can achieve sustained growth and success in a competitive market.

If you’re looking for expert assistance to scale your SaaS business, look no further than the FirstPrinciples Growth Advisory&lt. Our team of in-house growth experts can help you develop highly-targeted, scalable, and consistent strategies to enhance and elevate your SaaS products.

Don’t hesitate to connect with us and kickstart your journey toward growth and success.

We’re here to help!

About Ameet Mehta

Ameet Mehta Ameet Mehta

Ameet Mehta‘s expertise lies in building revenue engines for technology-enabled companies and private equity investments. He began his journey with TechStars Chicago and has since founded and acquired several companies through FirstPrinciples Holding Company. The FirstPrinciples portfolio generates over $7M in revenue/year with most companies in the SaaS space. He...

About Ameet Mehta

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