The software-as-a-service (SaaS) industry has become quite competitive, so marketing can really make or break a business. While many companies build excellent products, not all of them know how to reach their ideal audience, educate their prospects, and convert leads into loyal customers. This is where a specialized SaaS marketing agency like Three29 comes into play.
By partnering with the right SaaS digital marketing company, you can accelerate your growth, improve your sales pipeline, and drive the sustainable long-term success of your business. With that being said, not all agencies are created equal, and not every digital marketing partner will understand the nuances of the SaaS industry.
Here are seven key things to look for when hiring a SaaS digital marketing agency. Pay special attention to common red flags to watch out for and smart questions to ask during your initial conversations.
1. Proven Experience in SaaS Digital Marketing
The first and most important thing to look for is experience in your specific industry. Marketing a subscription-based software product is very different from marketing eCommerce, real estate, or local products or services. You need an agency that understands the following inside and out:
- “Freemium” models and product-led growth
- Subscription lifecycles
- User onboarding and strategies for retention
- Nurturing leads through long sales funnels
A reliable SaaS marketing agency will be able to show you case studies, testimonials, and a portfolio that showcases their work with other SaaS businesses. They get bonus points if they’ve worked in your specific niche, for example B2B SaaS for healthcare.
Red Flag to Watch Out for: Agencies that lump SaaS in with generic B2B or B2C marketing without acknowledging its unique challenges (because they probably don’t understand them).
2. Strategic Understanding of the SaaS Funnel
The buyer’s journey for SaaS is rarely a linear one because from free trials to demos to onboarding, each stage requires thoughtful messaging and precise targeting. A top-tier B2B SaaS digital marketing partner should deeply understand and support every part of this process.
To achieve the most success, you should look for an agency that can help you:
- Drive top-of-funnel traffic with SEO and content.
- Generate and qualify leads through both paid ads and lead magnets.
- Nurture prospects with email sequences and webinars.
- Improve conversion with CRO (conversion rate optimization).
- Retain new customers through onboarding flows and lifecycle marketing
Their specific strategies should align with your business model, pricing structure, and ideal customer profile (ICP). To see if they are a good fit, you can ask the question, “How do you support the full SaaS sales funnel, from lead generation to retention?”
3. Technical Knowledge of Digital Marketing Tools & Analytics
In order to be as successful as possible, your agency should be fluent in the platforms and analytics tools that matter most when it comes to SaaS digital marketing… from Google Analytics to HubSpot and Salesforce.
Ask how the agency:
- Sets up campaign tracking and conversion events.
- Attributes revenue to specific marketing activities.
- Runs A/B tests and adjusts based on real-time performance.
- Monitors churn and customer acquisition cost (CAC).
A truly experienced outsourced SaaS marketing team will help you define and track all of the metrics that matter most including CAC, LTV, MRR, churn rate, activation rate, and more.
Another Red Flag to Watch Out For: Agencies that report on “vanity metrics” such as clicks and impressions without tying them to business results. It’s easy to get a click, but whether that translates into a customer is an entirely different thing.
4. Custom Marketing Strategy (Not Cookie-Cutter Campaigns)
Your product, team, goals, and target audience are unique, and it makes sense that your marketing strategy should be unique too. A high quality SaaS digital marketing company won’t hand you a one-size-fits-all solution. They should, instead, ask the right questions to understand your ICP, goals, competitors, and user journey, and then craft a personalized strategy according to that information.
Look for agencies that take the time to:
- Research your market and competitors.
- Map out your customer journey and pain points.
- Identify the most effective channels for your audience (LinkedIn vs. Google Search vs. podcast sponsorships, etc.).
Before you make a final decision about who you’d like to work with, ask them, “What does your onboarding process look like, and how do you customize strategies for each client?” Evaluate their response to see if it aligns with what you’re looking for.
5. Content and SEO Expertise for Long-Term Growth
It’s true that SaaS buyers are often highly informed and research-driven which means content marketing and SEO are especially critical components of your SaaS digital marketing strategy.
Your agency should understand how to:
- Develop in-depth, helpful content that quickly and easily answers prospects’ questions.
- Build topical authority in your niche.
- Optimize your site structure and metadata.
- Use SEO tools to find high-intent, low-competition keywords.
Don’t forget that long-form blog posts, knowledge base articles, customer stories, and comparison pages are a few of the content types that a strong SaaS content strategy should include. Be sure to also watch out for agencies that focus solely on paid ads and neglect organic growth opportunities as this is another red flag.
6. Transparent Communication and Reporting
When it comes down to it, an effective agency-client relationship is built on transparency and trust. You should know what they are working on for you, how it’s performing, and what the next steps are at all times.
Your outsourced SaaS marketing partner agency should offer:
- Clear KPIs that are aligned with your business goals.
- Regular reports with actionable insights (rather than just raw data).
- Ongoing testing and iteration based on results of data.
- Frequent check-ins to align on priorities and progress.
When you set up your first meeting with the new agency, make sure to ask questions like, “How often will we meet, and what will be covered in those meetings?” so that you all start off on the same page and make clear communication a high priority.
7. Flexibility and Scalability as You Grow
Your marketing needs will most certainly evolve as your SaaS business grows, and the right agency should be flexible enough to adapt while remaining strategic enough to guide you through the periods of growth.
Make sure you know if they can handle both demand generation and product marketing and if they can they help you scale your ad spend and double down on SEO as you move upmarket. Ideally, your SaaS digital marketing agency will be a long-term business partner that grows with you. They will help you adjust your tactics as your product, team, and user base evolves over the years.
A final red flag to look out for when choosing an agency are those with rigid packages that don’t adjust to your changing needs over time..
Be Sure to Ask the Right Questions
Hiring a SaaS digital marketing agency is an important decision and one that will directly impact your customer pipeline, revenue, and brand perception. Be sure not to rush things, and instead, take the time to interview multiple agencies, ask tough questions, and wait to observe signs of true expertise.
Here are a few bonus questions to raise as you interview potential agencies.
- What SaaS companies have you worked with before?
- How do you define success for your clients?
- What tools and platforms do you use most frequently?
- What happens if a strategy isn’t working, and how do you pivot?
- How do you handle onboarding and knowledge transfer?
At Three29, our team specializes in helping SaaS companies grow through custom-built strategies, data-driven insights, and a commitment to long-term results. It doesn’t matter if you are launching a new product, looking for a brand refresh, or are seeking to level up your digital marketing strategy, we’d love to help you build a smarter, stronger marketing engine to take your SaaS growth to the next level.
