The SaaS sector is still snowballing, and the Pandemic is driving this process. The industry focuses much more on gaining initial sales because of specific forces. A Gartner report makes the same claim. The projection given earlier predicts that end-user spending in the SaaS market will rise.

Owners of SaaS firms can benefit from the same growth by creating a plan and adopting trends. Maintaining a pulse on SaaS developments will give your business a competitive edge. The first trend is an increase in native advertising, native advertising, to put it briefly.

Source: Imaginary Cloud

1. Native Advertising

The first trend is an increase in Native Advertising. Native Advertising is a kind of sponsored content that blends in with its appearance. Unlike traditional display ads, they don’t seem like adverts. Native adverts were watched 53% more frequently than display or banner ads in a Share through study spans. Additionally, it found that native ads grew customer purchase intent by 18% and brand affinity by 9%. Ad blockers can be readily bypassed, thanks to native advertisements, which is their main advantage. They also help to prevent ads that could lead to too much exposure to advertisements.

According to Hootsuite’s Global State of Digital 2021 study on their devices installed, declining growth and failure to boost conversions have also been revealed in numerous cases. And further research costs various PPC marketers billions of dollars in lost income.

However, because native advertising can blend in with the current place, their use will increase over the coming years. Additionally, because display ad growth is declining, marketers must take advantage of this. The content’s value to readers and its ability to address their questions are the only things that can be guaranteed.

2. Video Advertising 

Video Advertising will quickly spread throughout society. Video marketing is not a new trend; it has been around for a long time. SaaS marketers should emerge as a critical element of digital marketing if they haven’t already. A Wyzowl survey on the subject found that 86% of businesses use video as a marketing tool and that 93% of marketers think video is an essential part of the strategy. The survey also revealed that 84% of participants were influenced to buy a product or service after viewing a video.

According to 2021, video consumption surpassed all previous records. Businesses must take advantage of the video trend, which is quickly gaining popularity. Making and distributing movies is no longer sufficient in today’s society; the right platforms are needed to do this. Most people would start their video marketing journey on YouTube. However, your ideal SaaS marketing team can today promote your SaaS solutions in a variety of distinct places. When it comes to snackable, bite-sized content performs better than YouTube.

The best video marketing technique is to identify the locations most time. These insights will give you the tools to improve different video formats to see which works best for you. The following SaaS companies can utilize video marketing in 2023:

Display newly added features

  • Create use cases and how-to guides for your goods.
  • Answer the most frequently asked questions about your software from customers.
  • Client testimonials should be recorded and shared on social media to boost prospects’ trust and elicit an emotional response. If the content is the king as it is gradually assimilating into the video.

3. More Impactful AI and ML 

The third trend is that AI and ML Software will impact marketing campaigns that have grown significantly as a service. The fact that modern SaaS products are a frequent feature, and these modern advancements, which are now fundamental components, are crucial to the growth of the SaaS industry.

The State of AI in 2021 survey by McKinsey & Company found that business use of AI increased steadily to the worth of $62 billion globally, predicting a different Gartner estimate.

SaaS providers can use AI and ML technologies to gather comprehensive customer data, allowing them to tailor offerings more closely to their needs. SaaS organizations may identify which clients by using predictive analytics.

4. A Customer-Centric Approach

A mindset that prioritizes the customer’s requirements is necessary for improving retention rates. It takes effort to draw in new customers, and a recent Invesp report claims that acquiring new clients is approximately maintaining existing ones.

Making your business a brand that people stick with requires marketing. SaaS companies must take their branding initiatives seriously if they want to provide an exceptional customer experience.

A Zendesk study found that 57% of customers said the quality of the service and the overall experience they had with companies had an extensive 2021 Hyken study found that 52% of consumers would pay more for excellent customer experience and 70% if it were simple. 

5. Creation of Brand Experience

The fifth trend is to create a brand experience. Having a logo on your website and utilizing it are no longer the only components of branding. The point you must consider are:

Does your SaaS company offer a comprehensive brand experience?

  • To decide that you must first acknowledge that customer needs are ever-evolving, and they interact with SaaS companies and want more of them shown. Therefore, SaaS companies must concentrate on messaging to attract and retain clients.
  • The brand you create and provide must center on your value offer. Your value proposition is a distinctive fusion of your brand, your product, and what you provide to customers.

Therefore, focus on creating an incredible product service that inspires performance and helps build the groundwork for your success in the SaaS industry. The following step for SaaS businesses is to create a comprehensive branding plan to draw in and keep customers by offering real value.

6. Feature Marketing Will Be More Common

The practice of feature marketing has been around for a while, and it will be famous very soon. The expression refers to aggressive marketing to attract new customers by consistently rolling out new features. In addition to giving potential customers a reason to sign up, feature marketing encourages your current customers to stay with you. 

Additionally, you get helpful content on a silver platter, enabling you to improve SEO and generate chances to attract new customers.

You may use feature marketing to raise overall revenue, keep current customers, and turn ones. The creation of augmenting and supplementing the primary SaaS product is another option for SaaS companies, which is also known as unbundling, and it is the next item.

7. Unbundling Strategies Help to Increase Conversions

According to trend 7, unbundling strategies will help to increase conversions. To address a specific customer issue, unbundling SaaS goods entails dividing the primary small number of product parts. Many VC investors believe that unbundling is crucial for creating razor-sharp SaaS offerings that precisely match prospects’ needs. Unbundling is a terrific approach to customers with a message focused on solving specific problem cases and is a clear and succinct development in SaaS marketing is this one.

The more focused and particular your SaaS products are, the greater your chances of increasing your conversion rate. Another thing you may do is give potential customers a variety of options so they can select particular needs. This strategy spares potential consumers from reading tons of unnecessary material that might turn them off.

You can also create a website to notify potential customers of offerings. Videos, webinars, “how-to” instructions, and other personalized content are all available. In 2023, you’ll enhance conversions and assist campaigns by doing this.

8. New Trendsetters will be Needed

We have seen other sales advertising created by companies or marketers, which differ from savvy marketers, through things rather than goals. Astute marketers are conscious that people are compelled to purchase products rather than how great the product is. To spread the word, Marc Benioff started a “No Software” movement when he formed Salesforce. Salesforce’s cloud-based distribution model field because its products didn’t need to be installed on-premise.

The conventional approach to selling your SaaS service will no longer work. It will help if you become more adept at using emotional appeals to educate your ideal customers about your products. They shouldn’t feel like they are buying just software; instead, they should feel inspired and motivated to apply your solution to thrive in their industry.

Your company’s tagline should be “Selling Dreams,” not “Just Another SaaS Product.” It will be necessary to assign money for 2023; in this case, it is better to keep a few things before hiring in 2023.

9. Focus on Boosting Customer Retention Rates

Getting new customers may be challenging, especially in the SaaS industry. As already mentioned, the offering will be the key to increasing client retention. Statistics say 91% of respondents said they would likely go for a repeat purchase after a positive experience. The average SaaS company, however, brings in new customers. There is undoubtedly a significant gap. Customers expect brands to treat them well, so they will stick with them even while they pursue new customers.

For SaaS companies with annual revenues of roughly $1 billion, putting the customer experience first can increase profits by an additional $1 billion. This surprising statistic demonstrates that SaaS marketers must focus on boosting customer retention rates. Two strategies for doing this are offering a pleasurable experience and transforming a bad experience into a good one, which will also increase consumer happiness and overall revenue.

To offer the best customer experience, you must be approachable and offer assistance when needed. Social media is a terrific place to start. Customers commonly communicate with brands to ask for ‘inquiries’ and report issues. Appear on these networks, which will help you triple your revenue because you might improve and maintain consumers for a longer time.

10. Impacting Pricing Strategy

The tenth trend is by no means the least important. Among many other factors, pricing strategy is an essential factor that directly impacts customers’ purchasing decisions. Pricing is the most effective lever for your company. It is a factor that must be continually assessed to be altered by the course of their entire company lifetimes; SaaS companies only spend six hours designing pricing strategies, according to a poll. Even if we use plenty of variables and attributes that affect the price, this is a problem. Various factors can lower solutions daily, including new competitors, developing technologies, and many more.

The most recent illustration is Netflix. The streaming service provider cut its prices due to challenges from various Asian countries. Because of this, Netflix needed to increase the number of its subscribers, and the only way to accomplish that was to make its streaming service more affordable. Instead of cutting the price of your SaaS products like Netflix, we encourage you to optimize them based on delivery.

Subscription-based businesses need to be optimized, claims a Profitwell article on pricing changes. SaaS suppliers should therefore ensure that their charges constantly reflect the dynamic value equation.


If you’re a creator company, keep up with the evolving trends in SaaS marketing in 2023 to get the most out of them. Due to a more substantial focus on marketing, 2023 would be the most profitable year for the SaaS industry. AI/ML will also play a big part in leveraging usage-based pricing, building brand experiences, and adopting a customer-centric mindset, enhancing and keeping clients. Keep an eye on the weather to determine the flourish in 2023.