The Top 16 SaaS Marketing Statistics You Need to Know in 2024

With SaaS marketing being one of the most competitive industries, we sometimes take for granted all that goes into making a complete marketing strategy.

With so much to stay up to date with, I figured I’d put together this article that covers the top 16 SaaS marketing statistics you should know.

This will hopefully give you an idea of how to adjust your strategy as 2024 comes to an end.

SaaS Marketing Statistics to Know 

1. Case studies are considered to be effective for 47% of SaaS companies. (source: bestwriting.com)

Credit: Best Writing Jobs

Around 47% of SaaS companies find case studies to be effective.

Obviously, social proof is the bread and butter of any SaaS marketing campaign.

If you look at the statistics of any website, chances are, the majority of traffic (and conversions) is coming from your case study.

Not to mention that your case studies have plenty of reach too.

You can:

• Leave them on your site for users to find
• Promote them on social
• Make a video covering the case study

Either way, case studies are one of the most effective ways to convince users to convert.

2. The median annual churn rate for SaaS companies is 13.2%. (source: bestwriting.com)

Since the median churn rate for SaaS companies is 13.2%, we’ll want to consider why that is. The main culprit would likely be SaaS marketing teams focusing solely on acquisition.

Retention is an often neglected part of every marketing campaign, especially for content marketing.

If you want strong word of mouth about your product and customer loyalty, you must focus on delivering value to your existing users.

That means:

• Having a customer success team that helps your users get the most value out of your product
• Keeping your users updated on product changes
• A customer service team that’s there for all your user’s issues. Let’s be real; users do not have time to sift through your knowledge base to find what they want.
• Not overhauling your pricing structure for legacy users *cough* Ahrefs *cough*

3. 70% of free trial users convert to paid services. (source: bestwriting.com)

70% of free trial users convert to paid users.

While this depends on your solution, free trials can be a great way to give your audience a sneak peek into your product.

What’s shocking is the success rate of free trials; almost 70% of free trial users convert into paid users.

While you can argue that they might’ve been planning to sign up anyway, it can be a great way to eliminate hesitation from your audience and turn their trial into recurring revenue. You can also test with freemium models to see if that boosts your signup rate.

4. Nearly nine out of 10 large SaaS businesses maintain blog posts as part of their content marketing strategy. (Source: madx.digital)

Nearly 9 out of 10 SaaS companies have an active blog.

I’m sure no one is surprised by this one.

SaaS content marketing is one of the best ways to position your brand in front of potential customers.

While B2C will differ from B2B content marketing, both are great options to drive awareness, consideration and leads for your solution.

Almost 9 out of 10 SaaS brands leverage content marketing to attract B2B buyers. But just because you do content marketing doesn’t mean results are guaranteed.

Credit: SEMrush

5. Nearly 36% use their blog posts as a way to educate readers about various topics within the industry. (Source: madx.digital)

Taking this a step further with content marketing, 36% of SaaS brands use content marketing to educate their audience.

Education and helpful content are what content marketing should all be about. If you’re just publishing content for the sake of content, you won’t see any results.

But if your goal is publishing high-value content, you’re almost bound to see results.

6. According to a study by Venngage, 41.5% of B2B marketers believe that infographics and other original graphics perform the best when it comes to user engagement. (Source: madx.digital)

Ignoring visual content is one I’m sure all B2B marketers can admit to. We all know infographics are a solid way to engage your target audience, yet we ignore it simultaneously.

I get it; creating content rather than designing a high-value infographic is easier. But we have data here that shows infographics to be a strong performer in driving engagement.

Here are some tips for creating solid infographics if you’ve been struggling with them:

• Reuse content from your blog articles
• Outsource design to a freelancer or your design team
• Focus on education, not pitching
• It doesn’t have to be clever or perfect; it just needs to be serviceable

7. At least 18% of the top B2B software as a service companies use podcasts to build brand awareness with their audience. (Source: madx.digital)

While podcasts aren’t a direct way to drive leads, they can be a solid way to boost awareness of your brand and product.

You don’t have to create a popular podcast that takes even more time than you probably don’t have, but you can still have the same effect by attending podcasts in your niche that introduce you to new audiences.

A new podcast can build your audience (which is great for a community), but if time is a worry, you can attend other podcasts to help spread your name to new audiences.

8. B2B tech companies dedicate an average of 15% of their annual budget to marketing yearly. (Source: saaspartners.io)

SaaS marketing budgets are always something most marketers take for granted.SaaS marketing teams often understand the importance of short-term and long-term growth, so around 15% of their annual budget goes toward marketing.

15% seems to be on the higher end, with most B2B companies landing between 5-10% of their marketing budget.

If investing in longer-term growth strategies (organic search, social media, and content marketing), you will need a larger budget to compound over time.

9. 78% of B2B tech marketers believe content marketing skills are important. (Source: saaspartners.io)

As mentioned before, almost every SaaS website has a blog. But what you do with that blog is equally important.

That’s why 78% of B2B SaaS marketers believe content marketing skills are one of the most important skills to have.

And a content marketing skill is rather vague. To be skilled in content marketing, you have to understand:

• Buyer behaviors
• Your target personas
• The buying process
• The sales cycle
• How people search

Your content marketing strategy will all come down to psychology and understanding the specific audience/persona you’re trying to market to.

9. Targeted email marketing campaigns achieve an average open rate of 66% for SaaS companies. (Source: taylorscherseo.com)

Email marketing is the marketing channel with the lowest CAC.

You’re marketing to your existing audience rather than a new audience. Because of that, engaging and nurturing what you already have is much easier.

This is where your marketing funnel comes into play. All your other marketing channels have engaged your audience; now, you have them bottled up in your email.

It should also be known that 77% of B2B businesses use email newsletters in their content strategy, and 79% of B2B professionals believe email is their most successful marketing channel for content distribution.

10. Content marketing drives lead generation growth of up to 400% for SaaS businesses. (Source: taylorscherseo.com)

Most SaaS marketing teams understand the importance of content marketing and its value for B2B brands.

Content marketing can drive up to 400% growth for SaaS brands.

So, if you’re not doing content marketing in some form, you’re leaving money on the table.

11. 93.5% of SaaS organizations offer educational webinars. (Source: bigleap.com)

Like email marketing, webinars are another source of leads where you’re marketing to an existing audience.

It’s not like you are moving the goalposts to find new audiences; these audiences have already shown an interest in your brand and took time out of their day to attend your webinar.

They are already interested in your brand if willing to take that step.

The value of webinars seems apparent when almost 94% of SaaS brands use webinars in some way for their marketing strategy.

Be different from the other 6%, and find a way to create engaging webinars for your audience.

12. YouTube is the leading contributor of social traffic for 98% of the top 50 SaaS companies, followed by Facebook (96%), LinkedIn (78%), and Twitter (72%). (Source: bigleap.com)

While surprising, YouTube is the primary driver of traffic for SaaS brands. If you think about it, it does make sense. With LinkedIn and Facebook, you’re limited to the platform itself.

But when it comes to YouTube, you have the bonus of having your videos appear on Google’s search results, so you’re almost doubling your reach. So not only are you getting reach on the number 1 search engine in the world, you’re also getting reach on the second largest search engine in the world.

Not to mention that videos can almost be a stronger way to engage your audience than written content. A picture is worth a thousand words, and a video is worth a million.

14. A survey of startup founders revealed that 90% believe SEO is a key driver for brand awareness and leads to their business. (Source: saaspartners.io)

Around 90% of SaaS startups believe that SEO is a key driver for brand awareness and leads to their business.SEO will likely be the perfect channel for early-stage SaaS companies looking to get leads at a much lower acquisition cost. There’s no ad spend involved, and it’s a channel you can set and forget once you set it up right.

While SEO can be a great channel, there are a few things to keep in mind:

• It will take time for SEO to kick in. If you’re starting with a new website, you’ll likely have to wait 1-3 months before seeing results.
• SEO is expensive to set up initially, but once you have your pieces in place, it acts as a snowball effect and drives your acquisition cost lower and lower
• You’ll need to blend conversion rate optimization with your SEO. You can’t expect a lead to land on your page and convert. You must set pieces in place to increase the likelihood of them converting.
• SEO advice can be chaotic; just do what’s right for your ideal user, and the rest will fall into place. Whether that’s long-form or to-the-point content depends on who you’re marketing to. No matter what, create helpful and educational content that benefits your audience.

If there’s one thing to take away from the SaaS content marketing statistics list, you should prioritize the channels that ultimately build a community for you. When you build your internal following, it will be much easier to market to your ideal customers (without ad spend).

15. 57% of the most successful B2B tech companies outsource their SaaS content marketing activities. (Source: singlegrain.com)

57% of SaaS companies outsource their content marketing and SEO efforts. While this may surprise you, most SaaS companies need more resources to execute a complete content marketing strategy.

Your content marketing efforts will require the following:

• An SEO to optimize the content for search
• Multiple content writers available to create the content
• Designers create visual content (images, videos, infographics, etc.)
• A developer for interactive elements
• A manager to bring this all together

Why hire all these pieces when you can outsource them to an agency or consultant?

16. 52% of SaaS companies cite email as their preferred customer acquisition method. (Source: https://zipdo.co/)

While SEO might seem like the perfect channel for a lower customer acquisition cost, email has the lowest CAC compared to every marketing channel. 52% of SaaS companies see it as their best customer acquisition channel.

If you look at the image above, even referrals have a higher customer acquisition cost than email marketing. This is because segmenting your audience and finding prospects engaged with your brand is much easier. If you use a CRM, you should be able to track different users who are the most engaged with your site.

Now, it’s just a matter of marketing to them. In this case, it’s fair to argue that your lead would probably convert soon anyway, but email helped speed up the process.