Top SaaS Companies’ Marketing Strategies for Business Growth

Most B2B SaaS companies progress through three pivotal stages: setup, growth, and stabilization. During setup, SaaS companies build their core foundations; in growth, they expand their reach and customer base; and in stabilization, they refine processes to ensure consistent performance and customer retention. 

Yet, what sets top SaaS companies apart isn’t just their product—it’s how they market it. By leveraging unique marketing strategies aligned with each growth stage, these companies establish themselves as leaders, transforming their offerings into must-have solutions for businesses. 

Here’s how you can implement these powerful strategies from top SaaS companies to accelerate your own SaaS success.

1. Autodesk 

Autodesk, a global powerhouse in design and engineering software, demonstrates how modern SaaS companies can excel at marketing through several key strategies:

Marketing strategy 

Autodesk employs two distinct marketing strategies: 

Marketing technology for customer experience

At the core of their approach are four powerful tools: 

• Analytical platforms that track campaign performance and customer behavior
• Marketing automation software that enables personalized content delivery at scale
• CRM systems that centralize customer data for targeted communication
• AI-powered personalization technology that delivers customized experiences. 

By leveraging these tools, they can deliver relevant content to the right audience at the right time, ultimately creating a seamless and personalized customer journey that strengthens their market position and drives business growth.

Conversational ads strategy

Autodesk uses LinkedIn Conversation Ads to engage with website visitors who have already shown interest in their products, using personalized messaging that addresses specific needs and pain points. 

The conversational format encourages active engagement, leading to higher conversion rates and improved cost-per-lead efficiency compared to traditional social channels. 

Autodesk effectively promotes their project management software while showcasing their team’s expertise, creating meaningful relationships with potential customers. 

Content marketing strategy

Autodesk demonstrates how content marketing can evolve from a simple demand generation tool into a powerful enterprise growth strategy. Their approach combines three key elements:

Strategic content development

They create different types of content for every stage of the customer journey, from initial awareness to final purchase decisions. What makes their approach special is their focus on thought leadership and original research. 

Rather than just promoting their products, they establish themselves as industry experts by sharing valuable insights and future trends. This builds trust with potential customers and helps position Autodesk as a credible industry leader. 

Account-Based Marketing (ABM) content strategy

Autodesk tailors their content marketing to match different audience sizes and needs through a three-level approach. For their biggest potential clients, they create completely customized content specifically for that company. 

For groups of similar companies, they use flexible, modular content that can be easily adapted. And for broader audiences, they create general content that appeals to many potential customers at once. This smart approach allows them to be personal when needed while still being efficient with their resources.

Modern storytelling approach

Autodesk focuses on telling stories that matter to their customers. They start by understanding what problems their customers face and create content that helps solve these challenges. Their content is strategically placed where customers are already looking for solutions through SEO optimization. 

They have dedicated team members who work closely with sales and customer success teams to ensure their content actually helps close deals. They also carefully track how well their content performs, using both numbers (like views and conversions) and stories (like how content helped win specific customers) to prove its value to the business.

2. Atlassian

Atlassian is a leading software company that provides a suite of productivity tools for teams, including project management, collaboration, and software development. Its popular products like Jira, Trello, and Confluence are widely used by businesses of all sizes to streamline workflows and improve team efficiency. 

To achieve this level of success, Atlassian has employed a variety of effective marketing strategies that we will explore.

Distribution flywheel 

Atlassian’s marketing strategy is powered by a “distribution flywheel” focused on a low-touch sales model, with an emphasis on creating a remarkable product that drives word-of-mouth growth. 

This strategy involves minimizing barriers for customers by offering transparent pricing and easy access to product trials, allowing customers to explore the value of the product independently. The pathway is designed to remove friction, ensuring that customers can quickly recognize the product’s value without prolonged sales interactions.

Low touch sales model 

The low-touch model aligns well with the needs of modern B2B buyers who prefer to research and evaluate products on their own before engaging with sales teams. Atlassian’s transparent pricing and self-service options enable quick decision-making, especially for smaller teams. 

However, for larger, complex enterprise clients, Atlassian provides dedicated support through “enterprise advocates” to address specialized needs, underscoring that “low touch” doesn’t mean “no touch.” 

Content resource hub 

Atlassian’s resource hubs attract users by targeting specific keywords that resonate with their audience’s informational and investigational intents. The agile resource hub, for instance, ranks highly on search engines and provides valuable content tailored for DevOps engineers and project managers, effectively building an SEO moat. 

Each page is structured to guide users through relevant topics while enhancing the overall user experience, with strategic use of multimedia elements like videos and clear internal linking. The brand campaign and content hubs work to boost both brand awareness and organic traffic, establishing Atlassian as a thought leader in collaborative software.

Brand centric campaign

Atlassian’s latest brand-centric campaign, “Impossible Alone,” represents a shift in its marketing strategy, moving from a product-led focus to increasing brand recognition. Partnering with creative agency Droga5, Atlassian seeks to educate users about the company behind popular collaboration tools like Jira, Trello, and Confluence. 

Through a brand film and activations like “Earworm Eraser” and “Dreamkeeper,” Atlassian highlights its mission of enabling collaboration to achieve the “impossible,” illustrating its vision of teamwork as essential to tackling complex challenges. The campaign leverages creativity and storytelling to make the Atlassian brand more memorable to its user base.

3. Slack

Slack is a popular communication and collaboration tool used by teams and organizations to improve productivity and efficiency. Now, let’s dive into the marketing strategies that have contributed to Slack’s success.

Bottom-up approach

Slack adopted a bottom-up approach by targeting team managers rather than executives. This allowed teams to adopt Slack independently, bypassing lengthy corporate approval processes. 

To support this strategy, Slack created user-friendly materials to educate both individual users and team administrators. These resources made it easy for early adopters to understand the platform and share it with others in their organizations. 

Word-of-Mouth (WOM) marketing

Slack effectively used word-of-mouth marketing to drive its growth, leveraging personal recommendations and social media buzz, particularly on Twitter. This authentic approach helped Slack build credibility and gain users organically.  

The beta phase was another critical aspect of its WOM strategy. Slack invited selected users and companies to test the product, generating early feedback and excitement. This led to an overwhelming response even before launch, with thousands of users signing up within weeks, and helped Slack achieve explosive growth post-launch.

Product-led content marketing

Instead of directly pitching the product, Slack embedded its tools into relatable scenarios, like fostering team culture or simplifying workflows with emojis. This approach provided value while subtly showcasing Slack’s capabilities.  

By creating content that resonated with their audience, Slack raised awareness and highlighted how its tools could solve real-world problems. This strategy not only promoted the product but also positioned Slack as an integral part of modern workplace communication.

“Email Killer” hook strategy

Slack captured attention early by branding itself as the “email killer,” appealing to users frustrated with the inefficiencies of email for collaboration. This bold message was amplified through audacious ads, media coverage, and founder Stewart Butterfield’s influence.  

The hook made it easy for users to understand Slack’s purpose and share it with others, fueling further word-of-mouth promotion. By emphasizing a relatable problem and offering a clear solution, Slack generated curiosity and awareness, solidifying its position as a modern alternative to outdated communication tools.  

4. Workday

Workday is a cloud-based software company that specializes in human capital management (HCM) and financial management solutions. Now, let’s examine the marketing strategies that have solidified Workday’s reputation. 

Workday’s Super Bowl campaign: The “Rock Star” initiative  

Workday’s Super Bowl campaign used humor and star power to connect with a broader audience beyond its traditional corporate buyers. Featuring iconic musicians like Ozzy Osbourne and Joan Jett, the ad playfully critiqued the overuse of the term “rock star” in offices. 

With teaser campaigns and a bold apology to rock stars, the campaign captured attention across media channels, achieving massive buzz, positive sentiment, and notable recognition for its creativity.

Using humor-driven advertising for broader appeal  

Workday infused humor into its marketing by taking a B2C-style approach with relatable, lighthearted ads. 

Featuring stars like Gwen Stefani and Billy Idol, the campaigns aired on major platforms like the Masters Tournament, bringing a fresh, entertaining perspective to its brand. This strategy resonated well with audiences, amplifying engagement on LinkedIn and TV while steering away from overly technical messaging.

Strategic partnership for revenue growth  

Workday transformed its partnership strategy to drive sales and innovation by co-selling with partners like AWS and building a strong referral network. 

This approach strengthened its ecosystem, leading to increased pipeline generation and successful deals, including $70 million from AWS partnerships. By integrating partners into its go-to-market efforts, Workday unlocked significant revenue growth and enhanced product innovation.

5. Adobe

Adobe is a multinational software company known for its creative software products. It offers a wide range of tools for graphic design, video editing, web development, photography, and more. They have consistently impressed with its innovative marketing strategies, such as: 

User experience and brand strategy

Adobe excels at creating a seamless and visually appealing experience that reflects their identity as a design software leader. Their website features clean, minimalistic design with stunning imagery, making their brand instantly recognizable. 

The user experience is thoughtfully crafted – everything from clear product messaging to easy-to-find pricing and features is organized intuitively. 

For example, their product pages immediately show the free trial offer front and center, with all essential information like benefits, pricing, and FAQs neatly organized below, eliminating any friction in the customer journey.

Community-driven content strategy

Instead of just selling software, Adobe created a thriving ecosystem where creative professionals can showcase their work, connect with peers, and find inspiration. 

This user-generated content (UGC) strategy is brilliantly self-sustaining – creative professionals use Adobe tools to create work, share it on Behance, inspire others who then want to use Adobe products, creating a continuous cycle of engagement and organic growth. 

The platform serves as both a community hub and a powerful marketing tool, demonstrating the real-world capabilities of Adobe’s products through actual user creations rather than traditional marketing materials.

6. Salesforce

Salesforce’s marketing success is built on their fundamental philosophy of prioritizing customer success stories. They showcase detailed case studies and real-world transformations of companies using their solutions. For example, they explained their platform’s value through stories like T-Mobile’s successful customer service overhaul.

The company has created a powerful community-driven ecosystem through two main channels: Dreamforce, their massive annual conference that attracts over 170,000 attendees, and the Trailblazer Community, their online platform where users can connect and share knowledge. 

Additionally, they strengthen this ecosystem through strategic partnerships and their AppExchange marketplace, which allows third-party applications to integrate with their platform. 

They also consistently produce valuable industry insights through their blog, annual reports like the “State of Marketing,” and educational resources. By combining their own marketing technology tools with artificial intelligence (Einstein), they demonstrate the practical benefits of their solutions while optimizing their marketing efforts.

7. ServiceNow

ServiceNow is a leading Platform-as-a-Service (PaaS) provider, empowering organizations to automate workflows and enhance productivity. To maintain its market dominance, ServiceNow employs a strategic approach to marketing. 

Market research, positioning & messaging  

ServiceNow focuses on understanding buyer needs, analyzing competitors, and leveraging product capabilities to craft compelling messaging. By addressing persona-based pain points and tapping into trending topics, the company highlights its unique advantages in comparison to competitors. 

Awareness, demand, and pipeline  

The marketing team builds brand awareness and demand by developing targeted content and activating campaigns aligned with the buyer’s journey. Using data-driven models for intent and propensity, they identify and target the right accounts and personas through their preferred channels. 

Sales coverage  

ServiceNow supports its sales teams by delivering high-quality leads and providing content, assets, and processes to enhance prospecting and engagement. 

Through workshops, virtual seminars, and industry events, they facilitate direct interaction with potential customers, helping sales teams convert leads effectively while maintaining strong alignment between marketing and sales efforts.

ServiceNow’s marketing earned a bigger role by focusing on growth-driven strategies, leveraging data insights, and fostering collaboration across teams. By customizing programs and delivering compelling value propositions, marketing drives demand and enhances customer engagement.

8. Asana

Asana is a popular project management and team collaboration tool that helps teams organize, track, and manage their work. Asana’s marketing strategy combines multilingual content optimization, brand trust-building, and active social media engagement to dominate its niche. 

Multilingual TOFU content

For its TOFU content strategy, Asana leverages multilingual blogs, such as its Spanish blog, which drives millions of organic sessions monthly by ranking for high-value keywords its competitors miss. 

Asana’s beginner-friendly ultimate guides, TL;DR sections, jump links, and visually engaging elements make its blogs accessible and appealing. The company focuses on understanding search intent, optimizing for relevant keywords, and creating practical, shareable content to capture global audiences effectively.

Building brand trust

To build brand trust, Asana showcases endorsements from well-known, satisfied customers prominently on its website. 

This strategy highlights social proof, tapping into the fact that most people trust online reviews as much as personal recommendations. By dedicating a page to “Who uses Asana,” the company emphasizes the advantages of its tools while fostering credibility and relatability.

Social media strategy

On social media, Asana actively engages with its audience, sharing frequent updates, behind-the-scenes team moments, and responding to user feedback. 

This consistent interaction builds a sense of familiarity and trust while reinforcing the brand’s personality. By replying to comments and offering support, Asana strengthens its connection with customers, ensuring its presence is both approachable and valuable.

9. Shopify

Shopify’s marketing strategies set it apart in the e-commerce space by focusing on independence, education, and engagement. 

How is Shopify different from other e-commerce platforms?

Unlike Amazon, Shopify empowers businesses to build their own independent online stores, akin to owning a standalone shop rather than renting space in a mall. 

This approach allows businesses greater control over branding and customer relationships, reinforcing Shopify’s commitment to long-term success through investments in its platform, communities, and customers. 

Strategic mergers, reliable suppliers, and a strong distribution network further enhance Shopify’s market presence and growth.

Strength in Shopify’s marketing strategy

Content marketing, social media engagement, and community building are integral to Shopify’s strategy. The company provides valuable resources like blogs, webinars, and case studies to educate merchants and attract new users. 

Active social media engagement highlights successful businesses on Shopify, inspiring potential customers. By fostering a supportive community through forums and events, Shopify ensures its ecosystem thrives while helping merchants succeed.

Combination of Shopify’s marketing strategy

Additionally, Shopify leverages its mobile app and influencer marketing to strengthen its position. The Shopify app enhances merchant operations with real-time sales updates and order management, catering to the growing trend of mobile commerce. 

Through its Shopify Collabs platform, the company connects store owners with influencers, focusing on micro-influencers for authentic audience engagement. These strategies effectively promote Shopify while empowering its users to succeed.

10. Crowdstrike

CrowdStrike is a cybersecurity company that specializes in cloud security solutions. Their marketing strategy combines a human-centric approach, a focus on education, and strategic partnerships to stand out in the competitive cybersecurity landscape. 

Human-centric approach

By shifting from overly technical jargon to relatable storytelling, CrowdStrike emphasizes the real-world impact of cyber threats. Campaigns like those for the “Falcon Platform” not only highlight technical capabilities but also showcase emotional benefits, such as peace of mind. 

Focus on education

Education plays a pivotal role in CrowdStrike’s strategy, helping to demystify cybersecurity for non-technical audiences. The company produces webinars, whitepapers, and blogs that simplify complex topics while positioning itself as an industry leader. 

Regular reports from the CrowdStrike Intelligence team and events like the annual Fal.Con conference reinforce its commitment to knowledge-sharing and collaboration. 

Strategic partnerships

CrowdStrike also excels in forming strategic partnerships with major tech players like AWS and ServiceNow. These collaborations broaden its reach and integrate its solutions into widely used platforms, showcased through co-branded marketing efforts. 

Demonstrating value through ROI

By emphasizing compatibility and ROI in its campaigns, CrowdStrike illustrates the value of its services, using case studies and testimonials to demonstrate cost savings and the potential financial risks mitigated by its solutions.

Conclusion

By understanding and implementing these marketing strategies, you can elevate your SaaS company’s visibility, drive customer acquisition, and foster long-term relationships. Remember, effective marketing is an ongoing process that requires continuous adaptation and innovation. Stay agile, stay informed, and most importantly, stay customer-centric.

While marketing strategies are vital, leveraging integrated SaaS solutions can further enhance your business competitiveness. Mekari offers cloud-based business software, from HR management, omnichannel, accounting, tax compliance, expense tracking, regulatory compliance, and even employee benefits. 

Mekari is giving business flexibility, scalability, and efficiency needed to thrive in the future of work, empowering teams to stay productive and connected. 

References

Single Grain. ‘’Top 10 Examples of SaaS Companies That Are Rocking It’
Technology Magazine. ‘’Top 10: SaaS Platforms’’