This just in: Software-as-a-Service (SaaS) companies are changing the name of the professional game — but I’m sure you already know that.
From high-profile companies like Adobe Creative Cloud, Intuit, Grammarly, and Zoom to every SaaS brand in between, these organizations dominate the SaaS field by prioritizing optimization, content creation, and accessibility.
Playing at their level is vital, which means you can only become a SaaS all-star by understanding and adapting to the top SaaS trends as they evolve. But you’re in luck — Siege Media is a top-notch SaaS coach with plenty of players in the game.
To help you reach your star potential, we created the 2024 SaaS Marketing Trends Report by auditing a list of the best 100 SaaS companies from various Google sources to understand how they approach content marketing. Our goal was to break down our findings to identify the top SaaS trends — and we did just that.
Before developing your game plan, look at our SaaS trends report. Whether you’re a SaaS content agency or a SaaS business, our key takeaways can help keep you off the bench and in the game for seasons to come.
- Top SaaS Marketing Trends
- SaaS SEO and User Experience Matter
- AI is Taking Root
- An Emphasis on Integration
- Mobile Optimization is A Priority
- Content Creation is Key
1. Top SaaS Marketing Trends
Many SaaS businesses’ competitive edges come from strong marketing foundations. To help your SaaS team form its own advantage, we’ve compiled these key SaaS trends and findings based on fundamental SaaS marketing strategies:
- Ease of use makes a difference — no matter where interested parties land on your website. 86% of SaaS businesses have a sticky navigation on their homepage, and 79% have a sticky navigation on their blog to catch users in all phases of their buyer journey.
- WordPress is the top-utilized content management system (CMS) (28%), followed by Adobe Experience Manager (16%). While many say “content is king,” a robust management platform is still needed to support SEO-focused SaaS content.
- Nearly all (97%) SaaS businesses maintain three unique content sections: blog, resource, and news centers.
2. SaaS SEO and User Experience Matter
Key SEO and User Experience Findings:
- 11% of SaaS businesses don’t have sticky navigation across their entire website.
- 48% of SaaS businesses’ homepages fail Core Web Vitals (CWV) on desktop or need to improve a majority of their CWV features.
- 69% need to improve desktop performance.
- 66% need to improve accessibility.
- 59% need to improve SEO.
Even though your software is your business’s service, your content marketing strategy doesn’t need to change significantly. SaaS SEO and user experiences drive growth — don’t drop the ball in these areas just because your product is unique.
Our results show that only 11% of SaaS businesses don’t have sticky navigation across their entire website. Your product’s accessibility and availability matter to your customers — and your search engines.
With a sticky nav, you can use on-page SEO features to consistently put your products directly into your potential users’ hands, decreasing customer decision time and bounce rates while increasing goal conversions and page sessions.
However, 48% of SaaS businesses’ homepages fail Core Web Vitals (CWV) on desktop or need to improve a majority of their CWV features, including page stability and performance, accessibility, and SEO.
Since almost half of SaaS businesses spin out regarding desktop CWV, investing in SEO services and prioritizing user experience — page load speeds, interactive elements, scannability, and more — is vital to outpacing your competition and propelling your business up the SaaS podium.
3. AI is Taking Root
Key AI Findings:
- 64% of SaaS companies already use or promote artificial intelligence capabilities.
- 49% of SaaS businesses currently promote unique, SaaS-specific AI tools.
While we know AI content generation isn’t totally up to snuff yet, we do know it’s a powerful up-and-coming feature to keep an eye on. And while the number of companies using artificial intelligence tools hovers around 50%, we expect that to increase soon.
Our results show that 64% of SaaS companies already use or promote artificial intelligence capabilities, and 49% have created and currently promote unique, SaaS-specific AI tools.
Even with well-known AI tools like Jasper and OpenAI flooding the market, successful SaaS companies know they must invest in evolving technology — including artificial intelligence — to stay on par with (and ahead of) other competitors.
4. There’s An Emphasis on Integration
Key Integration Finding:
- More than 90% of SaaS companies prioritize native and third-party integrations.
A pitcher without a catcher is a broken unit, the same way SaaS applications without integration possibilities negatively affect a user’s software experiences. That’s why over 90% of SaaS companies prioritize native and third-party integrations.
Many companies provide users with integrations through APIs, which commonly connect SaaS applications to high-profile brands like HubSpot, Microsoft, Google, Salesforce, Jira, and Slack. These integrations allow users to design highly personalized software systems, which utilize internal and external APIs to simplify data access, transfers, and analysis.
We anticipate integrations to become a major consideration for SaaS companies everywhere — from user needs to internal infrastructures. Integrations are key to continuous success.
5. Mobile Optimization: Does It Matter?
Key Mobile Optimization Findings:
- 80% of SaaS businesses’ homepages fail Core Web Vitals on mobile.
- 87% of SaaS companies fail their mobile performance evaluations.
- 73% of SaaS organizations fail mobile accessibility evaluations.
Mobile matters, but it may not matter as much for SaaS businesses. Despite 80% of SaaS businesses’ homepages failing Core Web Vitals on mobile, and 87% of SaaS companies failing their performance evaluations, they are still thriving.
But why? It may have something to do with the nature of the SaaS client. As a largely B2B industry, their buyers are in front of a computer screen all day. They’re also making larger deals that require more research before making a purchase decision, which might be more comfortable to do on a desktop than a mobile device.
That doesn’t mean SaaS clients should ignore a mobile audience. Poor mobile optimization can indicate to customers and stakeholders that their wants and needs aren’t a priority. Plenty of high-quality sports venues prioritize accessible entrances and seating, but 73% of the top SaaS companies struggle to implement and prioritize web accessibility across their platforms.
To roll with the big dogs, SaaS companies should reprioritize their application features and DEI in marketing. And while many lack mobile-first thinking, those focusing on image generation and mobile layouts tend to see growth where other companies don’t.
6. Content Creation is Key
Key Content Creation Findings:
- 72% of SaaS companies execute “alternative” and “vs.” content.
- 66% of SaaS businesses implement “best X” roundups.
- 88% of SaaS organizations promote an eBook.
There’s a reason why most SaaS businesses maintain various content hubs, including news, blog, and resource centers. Content creation is key, and powerful content can turn a foul ball into a homerun — in other words, content is integral to the success of SaaS businesses.
The ROI of your content depends largely on the types of content marketing you create, distribute, and promote. Our results found that 88% of SaaS businesses promote an eBook dedicated to their product or other consumer-focused topics.
Our study also found that 72% of SaaS companies execute “alternative” and “vs.” content while 66% implement “best X” roundups because customers rely on brands they trust to provide in-depth industry trends and product updates.
Don’t leave your content creation up to chance. Just as Olympic-level athletes invest in top-tier coaching and training teams, consider reaching new heights by partnering with a high-quality content marketing agency dedicated to your success.
Up Your Game With A Proven SaaS Content Agency
Whether your SaaS business is a household name or you’re just diving in, these SaaS marketing trends and takeaways can help you swing for the fences. And as one of the best SaaS marketing agencies in the biz, we’re here to help.
Siege Media is the name, and creating top-level content strategies is the game. With over 50+ in-house marketers, our team can take you all the way — from rookie to all-star, just like that.