Developing a marketing plan for a SaaS service

Purpose

Increase subscribers by 60% in 12 months and reduce the cost of customer acquisition cost (CAC) by 30%.

🟠 Analysis and Strategy

1. market research and audit of current performance:

📌 Competitor analysis (pricing, TSS, marketing strategies).

📌Defining the target audience: segmentation by industry, business size, pains and needs.

📌Analyze existing traffic, sales funnel and customer base.

2. identification of key channels of attraction and their optimization:

📌Content marketing: launching an expert blog, creating funnels through white papers and email chains.

📌SEO and organic traffic: clustering semantics, increasing search visibility, optimizing landing pages.

📌PPC and paid advertising: optimizing Google Ads, LinkedIn Ads and retargeting.

📌Partner programs: collaboration with industry leaders and integration with other SaaS products.

Company Card

Category

SaaS platform

Client

IT Company

Industry

Software Development

Stack

Europe, USA

🟠Realization and Results

Implementation of content strategy:
Implementation of content strategy:
⚡Over 30 expert articles were prepared, and webinars with industry leaders were held.
⚡Nurture marketing funnels were launched via email and LinkedIn.
Optimisation of paid traffic:
Optimisation of paid traffic:
⚡Advertising campaigns were reconfigured, non-targeted queries were excluded → CPA decreased by 40%.
⚡A/B testing of landing pages was implemented, which increased conversion to applications by 25%.
Working with customer retention:
Working with customer retention:
⚡Triggered email communication and personalised recommendations on how to use the service have been implemented.
⚡A loyalty programme has been developed → increasing LTV by 18%.

🟢Conclusion

Conclusion

This case study demonstrates how a systematic approach to marketing planning for a SaaS product can scale a business, reducing customer acquisition costs and increasing the lifetime value of subscribers.

TOTALS:

✅ Subscriber growth: +65% over the year.
✅ Subscriber growth: +65% over the year.
✅ CAC reduction by 34%.
✅ CAC reduction by 34%.
✅ 120% growth in organic traffic.
✅ 120% growth in organic traffic.
✅ Increased conversion of trial users to paying customers by 28%.
✅ Increased conversion of trial users to paying customers by 28%.
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Partnership & Collaboration

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