SaaS Product Marketing Analysis: Everything You Need to Know 

Introduction to SaaS Product Marketing Analysis

In today’s competitive business landscape, understanding how to effectively market your Software as a Service (SaaS) product is crucial to your success. SaaS product marketing analysis helps businesses understand the strengths and weaknesses of their marketing strategies, allowing them to make informed decisions and improve their campaigns. This article will provide an in-depth look at the various components of SaaS product marketing analysis, helping you gain a competitive edge in the market.

Understanding Your Target Market

Before you can effectively analyze your SaaS product marketing strategy, it’s essential to have a deep understanding of your target market. This includes identifying your ideal customer profile, their pain points, and their needs. By knowing your target audience, you can tailor your marketing messages to resonate with them and ultimately drive conversions.

Buyer Personas

Create detailed buyer personas that outline the characteristics, goals, and challenges of your target audience. This helps you visualize your ideal customer, enabling you to create marketing materials that speak directly to their needs.

Market Segmentation

Segment your market based on demographics, firmographics, and behavioral patterns. This allows you to create targeted marketing campaigns for each segment, increasing the effectiveness of your efforts.

Competitive Analysis

Identify your top competitors and analyze their marketing strategies. By understanding their strengths and weaknesses, you can capitalize on opportunities and differentiate your SaaS product in the market.

SaaS Product Marketing Analysis blog index

Key Metrics for SaaS Product Marketing Analysis

To effectively analyze your SaaS product marketing efforts, it’s essential to track key performance indicators (KPIs). These metrics provide insights into the success of your marketing campaigns and help you make data-driven decisions.

Lead Generation Metrics

Monitor the number of leads generated through various marketing channels, such as email, social media, and content marketing. Analyze the conversion rates and cost per lead for each channel to determine their effectiveness.

Engagement Metrics

Track user engagement with your marketing materials, including click-through rates, time spent on pages, and content downloads. High engagement indicates that your messaging is resonating with your target audience.

Churn Rate

The churn rate is the percentage of customers who cancel their subscriptions within a given period. Analyzing this metric can help you identify issues with your product or marketing efforts, allowing you to take corrective action.

Customer Lifetime Value (CLV)

CLV is the estimated revenue generated by a customer during their entire relationship with your company. By calculating this metric, you can better understand the long-term value of your marketing efforts.

Optimizing Your SaaS Product Marketing Strategy

Once you’ve analyzed your marketing efforts, it’s time to optimize your strategy to drive better results. Here are some best practices to consider when refining your SaaS product marketing plan.

Content Marketing

Create high-quality, valuable content that addresses the needs and pain points of your target audience. This can include blog posts, case studies, whitepapers, and webinars. By offering valuable resources, you can establish your brand as a thought leader and attract potential customers.

Email Marketing

Leverage email marketing to nurture leads and move them through the sales funnel. Personalize your emails to make them more engaging and relevant to your audience.

There are 4 Billion email users (Source). With that high number of users, email marketing could turn out to yield the best returns on investment (ROI). 33% of marketers send weekly emails, and 26% send emails multiple times per month. (Databox, 2022)

Social Media Marketing

Utilize social media platforms to reach your target audience and build brand awareness. Share valuable content, engage with your audience, and leverage social advertising to drive traffic and leads.

Conversion Rate Optimization (CRO)

Analyze your website and landing pages to identify areas where you can improve the user experience and increase conversions. Implement A/B testing to determine the most effective design elements and messaging and call to action.

Search Engine Optimization (SEO)

Optimize your website and content for search engines to improve your organic visibility and drive targeted traffic. Focus on keyword research, on-page optimization, and link-building strategies.

In-Depth Look at Buyer Personas for SaaS Product Marketing Analysis

Buyer personas are fictional representations of your ideal customers, created based on market research and real customer data. They play a critical role in SaaS product marketing analysis, enabling you to create targeted marketing campaigns that resonate with your audience. Here, we’ll dive deeper into developing and using buyer personas in your SaaS marketing strategy.

Research Your Target Audience Thoroughly

Begin by conducting extensive research on your target audience. Gather demographic and firmographic information, as well as insights into their goals, challenges, and preferences. This information can be obtained through various sources, such as:

  • Customer interviews and surveys
  • Sales team feedback
  • Industry reports and market research

Identify Common Patterns

Analyze the data you’ve collected to identify common patterns and trends among your customers. Look for similarities in their backgrounds, goals, and challenges, as these will serve as the basis for your buyer personas.

Create a Detailed Buyer Persona

Based on your research, create multiple buyer personas representing your customer segments. Include as much detail as possible, such as:

  • Demographics (age, gender, location, income)
  • Firmographics (company size, industry, job title)
  • Goals and objectives
  • Pain points and challenges
  • Preferred communication channels

Tailor Your Marketing Strategy

With your buyer personas in place, you can now create tailored marketing campaigns that speak directly to each persona’s needs and preferences. This includes creating targeted content, personalizing your messaging, and selecting the most effective marketing channels for each persona.

Continuously Refine Your Buyer Personas

Buyer personas are not static; they should evolve as your company grows and your market changes. Regularly review and update your personas based on new customer data and feedback, ensuring your marketing efforts remain relevant and effective.

By leveraging detailed buyer personas in your SaaS product marketing analysis, you can create targeted, impactful marketing campaigns that resonate with your audience and drive results.


In conclusion, SaaS product marketing analysis is a critical component for businesses seeking to gain a competitive edge in the fast-paced world of software as a service. By understanding your target market, tracking key performance metrics, and optimizing your marketing strategy, you can enhance your campaigns’ effectiveness and drive growth. 

Developing detailed buyer personas is a fundamental aspect of this process, as it enables you to tailor your marketing efforts to the unique needs and preferences of your audience. By continuously refining your personas and staying up-to-date with industry trends, you’ll be better positioned to achieve success in the SaaS market.

Utilize the insights and best practices shared in this article to maximize your SaaS product marketing analysis and drive outstanding results for your business.

Do check out our previous blog about SaaS Trends in the Future: The Future of Software as a Service

SaaS Trends in the Future: The Future of Software as a Service

How organizations are run has been completely transformed by software as a service (SaaS). Instead of relying on outdated desktop applications, businesses can now access the software through SaaS. It is crucial to consider the future of SaaS and how it will influence the software business as the world improves, develops, scales, and becomes more digitally focused.


In this blog, we will look at how SaaS has changed over time and what potential breakthroughs and new things might happen in the near future. We will also share how SaaS affects different industries (good and bad) and how organizations can benefit from these developments to improve, sustain, and scale.

The Evolution of SaaS

SaaS has come a long way since its inception in the late 1990s. It was a  concept businesses hesitated to adopt. However, as internet speeds increased and cloud technology evolved, SaaS became more accessible and widespread.

SaaS is a multi-billion dollar industry, growing at an incredible rate. The SaaS industry has grown from $31.4 billion to an estimated $1617.1 billion from 2015 to 2022. That equates to over 5x growth in only seven years. 5x in 7 years, Read that again!

This growth can be attributed to the increasing demand for virtual solutions, the need for businesses to reduce IT costs and complexity, and the rise of digital transformation initiatives. In addition, the COVID-19 pandemic has accelerated the adoption of SaaS as more organizations have shifted to remote work and digital operations. As SaaS continues to evolve, we expect to see more innovations that will further transform how we work and do business.

Today, SaaS has become the norm for many businesses. With SaaS, businesses can access various software applications, including CRM, project management, accounting, and more. SaaS has also become more affordable, allowing small businesses to access the same software tools as larger enterprises.

The SaaS industry is evolving every second, and new trends are always happening. Here are some of the latest SaaS trends that businesses like yours should be aware of:

Artificial Intelligence Everywhere!

AI has been a hot-fire topic in the tech industry for several years now, and it’s no surprise that it’s becoming more and more important in SaaS applications. Companies can help themselves automate tasks, improve decision-making, and provide personalized experiences for customers by implementing AI in their processes.

Multi-Cloud Environments and SaaS

Many businesses now use multiple cloud providers to access different applications and services. Multi-cloud environments allow businesses to access broader services and provide better redundancy and disaster recovery capabilities.

No-Code/Low-Code Platforms

No-code/low-code platforms make it easier for non-tech users to build and deploy applications. These platforms use visual interfaces and drag-drop functionality, making it easy for anyone to create custom software. This has been growing very quickly and has huge upside potential.


Containerization allows businesses to package applications and their dependencies in a portable format that can be deployed on any infrastructure (smooth and easy). This trend is gaining popularity as businesses seek more flexible and scalable deployment options (also save costs)

Edge Computing

Edge computing involves processing data at the network’s edge, rather than in the cloud. This trend is gaining traction as businesses look for ways to reduce latency and improve the performance of their applications.

The Impact of SaaS on Everyone!

SaaS has significantly impacted various industries, from healthcare to education to finance. Here are some examples of how SaaS is transforming/disrupting/improving these industries:


SaaS has transformed the healthcare industry, making it easier for healthcare providers to access patient data and collaborate with other healthcare professionals (also saving more lives). SaaS applications can also help healthcare providers to streamline processes and reduce administrative burdens.


SaaS has also had a significant impact on education. With SaaS, educational institutions can provide students with access to educational materials and resources from anywhere, anytime. SaaS applications can also help teachers to manage classrooms more effectively and engage with students in new ways.


SaaS has transformed the finance industry, providing businesses access to powerful financial management tools. With SaaS, businesses can manage their finances more effectively, automate processes, and make data-driven decisions.


The SaaS industry is growing exponentially every year and will continue to do so with improvements in technology. Also, with the internet penetration of many countries growing, the big-time SaaS market overall will gain a lot more value in the near future.

Headless With Shogun Frontend To Reduce Tech Dependency

Headless & Composable

As an eCommerce store operator, if you haven’t heard of, or considered headless as an option for your store, now might be a good time to do so. Headless, along with composable commerce is promising to enable a flexible eCommerce ecosystem for modern commerce. There are several factors that make these newer paradigms necessary or at least desirable. In short, headless is about having a custom front end with better speed and user experience than is possible with the bundled front end that comes with platforms. Composable commerce gives you the ability to strip and replace specific parts of your eCommerce backend when newer innovations happen. For example, let’s say there’s a much better product discovery platform in the market. If you are using truly composable commerce, you could strip out the existing discovery product and replace it without affecting anything else. Our blog on headless and composable commerce explains what it is and what the advantages are, in detail for beginners.

Headless Without Composable

The two paradigms are being used together in many ways including in the newly formed MACH Alliance. However, they are not necessarily tied together. Composable commerce is a much larger investment and we expect only the enterprises and larger mid-market companies to shift to composable commerce in the short term. However, headless is a much smaller investment and has more immediate gains for stores all sizes in terms of differentiated user experience and site speed, both of which are becoming not something desirable, but absolutely necessary to survive in a competitive market. And headless can be implemented on top of any platform that supports an API like BigCommerce , Adobe Commerce, or Shopify to name a few that atmosol is certified in.

Shogun Frontend

However, headless implementation is not without downsides. One of the biggest downsides of a headless implementation, a.k.a. custom frontend written using a modern framework like React is that any changes require the assistance of a technology team. Enter, Shogun Frontend, a platform that enables developers to create a custom frontend while still enabling business and marketing users to edit content as needed without the technology team’s assistance. The folks at Shogun adopted PWA to make these sites superfast too, giving stores that added boost in SEO ratings.

atmosol is a Certified Partner of Shogun Frontend

atmosol has been building eCommerce stores using platforms like BigCommerce , Adobe Commerce, or Shopify for over 16 years. Separately, we have also been building SaaS products using frontend technologies like React and Angular for over a decade. This puts us in a unique position to have strong expertise in both areas and well placed to build headless stores. We’ve also been building these products on the cloud using micro-services for a long time, thus enabling us to quickly adapt even to composable commerce. We’ve also been working with Shogun’s page builder on BigCommerce and Shopify for several years. All of these aspects made it an obvious choice for us and Shogun to partner and get atmosol certified to take our common clients on a journey of better user experience and speed. So, here’s to a great partnership and next-level user experience for our clients!

5 Steps to SaaS Software Success

November 10, 2021

If you are reading this article, I suspect you either have or are thinking of embarking on building a SaaS product. While there are no guarantees in entrepreneurship except for the thrill of being in it, I hope some of my experiences in this area accumulated over the last 15 years help you avoid some common pitfalls that I have not seen discussed much.

1. Let Sales & Marketing Plan Guide MVP

I am at the frontlines of sales and I get to speak a lot of entrepreneurs who seem to have great ideas that they want built. In most cases, clients would like a prototype built which then leads to an MVP. The most successful of our clients I have seen have already made a detailed plan on how they will market and sell the product before they even think of what goes into the prototype or MVP and those thoughts guide what features are built first. This, in my opinion, is very important because money is usually tight in the beginning and one has to ruthlessly prune unnecessary features and build the necessary ones really well. Being from a technology background, I have myself made the mistake of building product features before thinking of sales and have had to pivot unnecessarily.

2. Expect to Fail and Be Ready to Pivot

Which brings me to my next tip, which is to expect to pivot even if you have a solid plan. Many an entrepreneur has built products after discussions with several potential users having gotten good feedback on the idea and have still struggled to find paying customers. One great strategy to reduce risk of failure is to have a plan B or at least an option for a plan B. Many products have parts that can be used in other segments, and sometimes it’s the “other segments” that might be more successful. Here’s an example. Inncrewin built to bring easy event booking to consumers. And while we have had moderate success in that segment, we realized and have been able to capitalize on the significantly more demand from corporate clients for our service by tweaking the product a bit.

3. A CTO or a Trustworthy Tech Partner Really Does Help

Pivoting software can give entrepreneurs and software a second life, so to speak, but it’s not always easy to do even if there is a B segment to sell to. The software must be built in the right way to easily pivot into new segments. Let me take another example to illustrate this. Let’s say, you are building a CRM system for a specific segment of business. If the software is built as a generic CRM first and then specialized to the segment, it can easily be pivoted to another segment by simply changing the specialization. For this, and many other reasons, a CTO or a really trustworthy technology partner really enhances chances of success unless the entrepreneur has deep technical knowledge.

4. User Experience Makes or Breaks

I talked about pivoting when the original idea doesn’t seem to work, but one has to be careful about the real reason for the lack of adoption. Before pivoting to another segment, think really hard about the usability of the product. A usability test with your target audience is well worth the time and money if that’s possible and affordable. If you can’t get users from your segment, even crowd-sourced usability tests can be helpful. Modern SaaS users are accustomed to and expect user experience that is unambiguous and seamless and are easily put off by clunky experiences.

5. Build to Scale

Now let’s say you avoid all the pitfalls and are able to successfully sell your products. Are you sure you can support all the new users that come on to your platform? I have heard many entrepreneurs say “That will be a good problem to have” or “We’ll cross that bridge when we get there”. If you know technology well enough though, you will know that reality can be quite different. Most SaaS software is now hosted on public clouds like Azure, AWS, or Google, which makes scaling easy. Or does it? While it’s possible to have more server horsepower at the click of a button, how your software can use the real scaling capabilities will determine how well you can scale. So, make sure there’s someone on your team who is thinking of cloud architecture and not just hosting “somewhere” on the cloud.

Saas vs on premise

Which eCommerce Solution is Better for Your Business?

Whether you’re first starting out on your eCommerce journey, or you’ve made the decision to switch to a different shopping platform, deciding on what provider to use is an important decision.

From the site load time, to the protection of data, to the assisting of your growth, your choice of ecommerce platform affects much more than just the initial or on-going cost.

The decision usually starts with a choice between leveraging a software-as-a-service (SaaS) platform, which means outsourcing hosting and back-end management to a company specializing in ecommerce, or to select a platform that gives you the responsibility for all or some maintenance, like a fully on-premise solution or an infrastructure-as-a-service (IaaS) solution.

When making your choice, you’re probably wondering which type of platform is better for your overall business costs, integrations with other platforms, and compliance.

In this blog post, we’ll explore the differences between ecommerce platforms to help you determine which is better for your business.

In this blog post, we’ll explore the differences between ecommerce platforms to help you determine which is better for your business.

How much will the platform cost?

Cost is always going to be a determining factor in business — usually, it’s the most important. The cost difference between on-premise and SaaS ecommerce platforms can be significant.

Forrester estimates that 80% of on-premise spending goes toward maintenance, while 20% is used for new projects and initiatives.

SaaS platforms offer a couple of major cost savings:

  • The economics of scale — hosting software in the cloud is cost-saving, the same way that businesses going digital save on printer and paper costs. Moving to technology rather than on-premise maintenance takes less material and development.
  • Unlike on-premise platforms that require a high up-front cost, SaaS platforms grow with you — costs are smaller when you’re smaller, and they grow as your business ramps up to add more complexity and requirements.
  • The lifetime cost of SaaS platforms is significantly lower than other solutions, primarily due to the complexity and cost of building and maintaining an in-house data center.

How can I customize the platform?

It’s important that your site reflects your brand voice, both in images and in text, especially if you want to stand above your competition. From a user experience standpoint, you need to ensure that your site is easy to navigate and quickly gets visitors the information they need to purchase a product (convert).

It will be easier to create a well-designed site if you choose a platform that offers front-end flexibility. With a skilled design and development team, Magento and other on-premise / IaaS solutions can offer complete customization. They can also help your business manage its own development and deployment cycles. The Magento system is complex and requires development professionals with Magento-specific certification — so make sure you vet the partners you hire.

On-premise and IaaS platforms used to be the top choice for companies seeking customization — and sometimes they still are, but today’s SaaS platforms are fully equipped to meet the needs of your business. SaaS platforms are purpose-built for designers and developers to quickly build customized and branded ecommerce sites that help users convert.

Will the platform still work when my brand grows?

Everyone should expect their company to grow, so it’s important to consider scalability as part of your platform decision. IaaS, on-premise and SaaS platforms are all scalable, but the speed, cost, and ease of scaling is different.

For many growing companies, SaaS is the right choice because it eliminates the infrastructure costs and concerns that are associated with scaling.

How quickly will my store get up and running?

When it comes to launching a site, the clock is always ticking. Patience is a virtue, but it’s important to factor in the time to market.

Going into a build that isn’t fully SaaS is more of a marathon than a sprint. You’ll need to select and build the infrastructure, make staffing hires, implement security solutions, and make many other key decisions before beginning the design and development process.

With a SaaS platform, you start at the design and development stage, which can reduce your time to market by weeks or even months.

On-premise launches typically take about two to four times longer than SaaS launches.

Every company is subject to a massive amount of scrutiny when it comes to security and compliance. This is understandable when you consider the volume of credit card data that passes through databases while people are shopping online.

Will my customer’s data be secure?

Ensuring your ecommerce platform is as secure as possible means keeping up with security patches, updates, and PCI compliance standards.

Since neither type of platform (SaaS or on-premise) is inherently safer, your decision will rely on whether you prefer to have control over updates and compliance auditing or whether you want to pass off that responsibility to an ecommerce provider.


For mid-sized companies, the choice between SaaS, IaaS, and on-premise is not terribly difficult. In addition to being more cost-effective, SaaS ecommerce platforms save time, complexity, headcount, and a great deal of uncertainty—all of which add up to a compelling packaged solution for growing businesses.

Where the decision becomes more complicated is for larger organizations, for which staffing, expense, and complexity are less of an obstacle. On-premise solutions are endlessly flexible and give companies complete access to their source code and customer database—a benefit for enterprises who need to do real-time data mining. However, SaaS platforms are also highly customizable, are far more cost-effective, and enable enterprises to go to market much faster.

About BigCommerce

BigCommerce is the world’s leading cloud-based ecommerce platform for fast-growing and established brands. Combining enterprise functionality, an open architecture, and rich app ecosystem, BigCommerce enables businesses to grow online sales with 80% less cost, time and complexity than on-premise software.

About the Author: Corinne Watson

Corinne is a writer and researcher at BigCommerce, where she works directly with agency and technology partners to bring their tools, services and ideas to the commerce industry at large with educational content. When she’s not working, she’s creating and designing for fun online