Reports from the IMARC Group indicate that the UK’s SaaS industry is to hit $18.5 billion this year and is also predicted to grow at an annual rate of 13.49% until 2033. With competition rising, it’s essential to stand out now more than ever. So, how do you stay ahead?
Consumers want personalised and seamless experiences. To succeed, you need to understand your audience deeply and provide ongoing value rather than just trying to catch their attention briefly. Whether you’re working on your own startup or planning to launch your second ecommerce business, proven and effective marketing strategies can give you a foundation for success.
This guide is full of best practice and tactics that support what’s effective for SaaS founders and marketers in the UK. If you’re looking to power up your tech toolkit, Nova Logic offers a UK-wide view of the best tech available to SaaS businesses.
Winning Strategies for SaaS Marketing in 2025
Here are some winning strategies for SaaS marketing in 2025:
-
Understand Your Ideal Customer Profile (ICP)
Knowing who you are talking to is very important. By 2025, your Ideal Customer Profile will be more than just a simple persona; it will be a detailed and changing picture of your perfect user. Customers’ requirements and behaviours are constantly evolving, so it is essential to stay updated.
Tools like HubSpot, Clearbit, and LinkedIn Insights are valuable for finding customer data. They help you identify patterns and preferences that you might otherwise miss.
When you match your messaging to where your customers are in their journey; whether they are just learning about you or ready to purchase – you create marketing that feels personal, relevant, and even engaging. This consideration maximises the likelihood of shifting interest into sign-ups.
-
Technical SEO Is Non-Negotiable
Technical SEO is a cornerstone of your site’s success. With AI fuelled search engines, you must abide by all the rules of the game.
Focus on these key points:
- Site Speed: Users dislike waiting. So, a fast-loading website keeps individuals interested.
- Mobile Responsiveness: More users are browsing on their smartphones than ever before.
- Structured Data: Schema markup helps search engines better understand your content.
- Secure Protocols: HTTPS creates trust between visitors and Google.
One standout example is Figment’s 1,530% growth strategy, which shows how refining SEO and user experience can dramatically improve traffic and qualified leads – even in competitive niches like SaaS.
-
Make Content Marketing Pull, Not Push
Did you know that UK businesses with a blog receive 67% more leads on a monthly basis? That’s a big deal.
Utilise content marketing to its fullest by making sure your content is useful, brings awareness to your business and work alongside your other marketing strategies. Content marketing allows you to position yourself as a trusted resource your audience can lean on for answers or advice.
How can you create content that draws people in? Try these tips:
- Write detailed blog posts that solve real problems.
- Post real narratives from your founders on LinkedIn to make your brand more relatable.
- Create podcasts that focus on your audience’s interests and passions.
Remember, do not stick to one format. Turn webinars into blog posts and whitepapers into infographics. Share your message in different ways to reach a broader audience.
-
Build a Seamless Onboarding Experience
First impressions are very important. The onboarding experience can help or hinder a user’s journey with your product.
Here are some tips for a smooth and welcoming onboarding process:
- Make registration simple. Fewer fields lead to better results. Allow users to log in quickly with Single Sign-On (SSO) features.
- Show the value of your product right away so users can see the benefits quickly.
- Customize the experience to match the user’s needs and goals.
- Use interactive guides, tooltips, and checklists to guide them gently through the process.
A friendly and supportive onboarding experience helps users feel comfortable, which is the first step towards building loyal customers.
-
Make the Product Sell Itself
Product-Led Growth (PLG) is more than just a trend – it’s a powerful way to make your product your best salesperson.
Consider offering a free tier or trial, allowing users to discover the value of your product at their own pace. Encourage them gently through the app to explore more features and provide interactive demonstrations that show what matters most.
Tools like Amplitude and Mixpanel help you track user engagement. This information lets you continually improve your product, making it easier to use and more reflective.
-
Retention Is the New Acquisition
Attracting new clients is vital, but keeping your current clients is even more beneficial and saves money.
Focus on your existing customers by the following:
- Sending personalised emails that cater to their specific needs.
- Alerting them to features they may not be aware of.
- Regularly collecting feedback through Net Promoter Score (NPS) surveys and acting on that feedback.
Happy customers are not only loyal; they become advocates who share your message. This kind of enthusiasm is priceless.
-
Performance Marketing with a Brain
Performance marketing is not just about spending money on ads and hoping for good results. It involves using data effectively to maximise your return on investment.
Target specific companies with account-based advertising. Utilise LinkedIn retargeting to reconnect with visitors who didn’t convert during their initial visit. Partner with platforms that align with your brand through native sponsorships.
Tools like Triple Whale and Segment help you track your Return on Ad Spend (ROAS) and adjust your campaigns quickly, ensuring ongoing improvement.
-
Measure What Matters, Ruthlessly
Keeping track of details is easy, but focusing on the critical numbers is what counts.
Recent data from the 7 Eagles have found that the average cost to get a new customer (CAC) ranges from £160 to £800 in the UK SaaS market. A good customer lifetime value (CLTV) to customer acquisition cost (CAC) ratio is 3:1. This clearly means your customers should generate three times the cost of acquiring them.
Conversion rates from potential clients to actual customers typically range from 5% to 15%.
Utilise tools like Google Analytics 4 (GA4), HubSpot, and Looker to maintain clear and valuable data. A solid growth scorecard keeps your entire team aligned and focused on what truly matters.
Conclusion
The SaaS industry changes quickly, but having a solid strategy and knowing what works will help you stay ahead. Understand your customers, enhance your technical SEO, create valuable content, and maintain user engagement over time. Each of these areas is important.
Continue to improve, stay curious, and focus on delivering genuine value. This is how the most successful SaaS companies will grow in 2025 and beyond.
