{"id":8014,"date":"2023-11-14T14:36:06","date_gmt":"2023-11-14T13:36:06","guid":{"rendered":"https:\/\/www.mickyweis.com\/saadan-ville-jeg-markedsfoere-et-saas-vaerktoej\/"},"modified":"2025-07-23T19:48:13","modified_gmt":"2025-07-23T17:48:13","slug":"saas-tool","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/saas-tool\/","title":{"rendered":"How I would market a SaaS tool"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#What_is_a_SaaS_tool\" >What is a SaaS tool?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#The_customer_journey_is_longer_%E2%80%93_its_hard_to_move_people\" >The customer journey is longer \u2013 it\u2019s hard to move people<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Solve_a_niche_problem\" >Solve a niche problem<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Mailchimp\" >Mailchimp<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Sleeknote\" >Sleeknote<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Track_your_data_whats_your_churn_CPA\" >Track your data: what&#8217;s your churn &amp; CPA?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Funding_sucks_but_you_often_need_it\" >Funding sucks, but you often need it<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Pricing_a_SaaS_tool\" >Pricing a SaaS tool<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Be_careful_hiding_pricing_behind_a_%E2%80%9Cdemo%E2%80%9D\" >Be careful hiding pricing behind a &#8220;demo&#8221;<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Create_your_own_PR_with_Bazoom\" >Create your own PR with Bazoom<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Content_marketing_find_your_angle\" >Content marketing: find your angle<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Solve_a_real_problem\" >Solve a real problem<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Launch_small_bites\" >Launch small bites<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Customer_feedback\" >Customer feedback<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Use_Mouseflow_and_Convertcom_to_analyze_user_behavior\" >Use Mouseflow and Convert.com to analyze user behavior<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#You_are_90_more_tech-savvy_than_your_users_%E2%80%93_build_for_everyone\" >You are 90% more tech-savvy than your users \u2013 build for everyone<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.mickyweis.com\/en\/saas-tool\/#Create_hooks_to_help_people_get_started\" >Create hooks to help people get started<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_a_SaaS_tool\"><\/span><strong>What is a SaaS tool?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In this series of posts where I dive into how I would market a business, I also want to dedicate a post to the marketing of a SaaS tool.<\/p>\n<p><strong>SaaS<\/strong> is short for <strong>\u201cSoftware as a Service\u201d<\/strong> and refers to many of the programs we use daily that aren\u2019t downloaded directly onto our devices.<\/p>\n<p>Instead, it\u2019s a software tool stored online \u2014 in a cloud, so to speak \u2014 and can be accessed from anywhere as long as you have an internet connection.<\/p>\n<p>SaaS now comes in many forms and includes tools like <a href=\"https:\/\/www.mickyweis.com\/en\/morningscore\/\">Morningscore<\/a>, Custimy, and Sleeknote. What they all have in common is that they continually update themselves and solve specific challenges businesses often face.<\/p>\n<p>SaaS tools have also proven valuable in my own marketing work, and in this post, I\u2019ll dive into how I would personally market a SaaS product.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_customer_journey_is_longer_%E2%80%93_its_hard_to_move_people\"><\/span><strong>The customer journey is longer \u2013 it\u2019s hard to move people<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s become a known fact that the customer journey has significantly lengthened with the boom of e-commerce.<\/p>\n<p>In other words, there are so many different products and services available that most customers need time to consider the pros and cons of each option.<\/p>\n<p>This is a factor that must be considered when presenting a new service to the market. It can be difficult to convince people, and conversion can take time.<\/p>\n<p>Nonetheless, the likelihood of conversion increases if you offer a service, tool, or product that genuinely solves a common problem.<\/p>\n<p>In short, it&#8217;s about standing out and creating something that truly brings value to the user.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Solve_a_niche_problem\"><\/span><strong>Solve a niche problem<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When developing a SaaS tool, no one expects you to reinvent the wheel. It\u2019s more about identifying common user pain points and offering solutions.<\/p>\n<p>Take Mailchimp or Sleeknote, for example. Both offer intuitive tools that are easy to use and deliver on their promises.<\/p>\n<div class=\"greenbox\">\n<h3><span class=\"ez-toc-section\" id=\"Mailchimp\"><\/span><strong>Mailchimp<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Mailchimp is one of the tools I use for <a href=\"https:\/\/www.mickyweis.com\/en\/e-mail-marketing-guide\/\">email marketing<\/a>. It has a simple setup that makes it easy to get started.<\/p>\n<p>Today, it offers several automated features that can save businesses a lot of time when emailing customers.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Sleeknote\"><\/span><strong>Sleeknote<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Pop-ups can be incredibly valuable for businesses wanting to boost their email marketing. But not all pop-ups are beneficial for users.<\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/sleeknote\/\">Sleeknote<\/a> offers a popup tool that aesthetically fits your website and lets you control when and where popups are shown to users.<\/p>\n<p>These are examples of simple, functional SaaS tools that I\u2019ve found valuable in my work \u2013 and I\u2019m definitely not the only one!<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Track_your_data_whats_your_churn_CPA\"><\/span><strong>Track your data: what&#8217;s your churn &amp; CPA?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Whether you&#8217;re looking to attract investors to your SaaS tool or want to analyze how many resources are needed to acquire new customers, you must know your data.<\/p>\n<p>In particular:<\/p>\n<ul>\n<li><strong>Churn rate<\/strong> \u2013 how many customers you lose per month.<\/li>\n<li><strong>CPA (Cost per Acquisition)<\/strong> \u2013 how much it costs to acquire new customers.<\/li>\n<\/ul>\n<p>These metrics help determine if your SaaS tool and its marketing are retaining customers or if you\u2019re losing them \u2014 and how expensive it is to gain new ones.<\/p>\n<p>This is actionable data that can help you fine-tune your marketing strategy.<\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/digital-dictionary\/\">Churn rate and CPA are both important concepts in marketing. You can read more about them and many other concepts in my digital dictionary here.<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Funding_sucks_but_you_often_need_it\"><\/span><strong>Funding sucks, but you often need it<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Many startups need funding to move from one stage to the next. It\u2019s not easy and requires solid data and a clear vision for your SaaS tool.<\/p>\n<p>Here are a few types of funding:<\/p>\n<ul>\n<li><strong>Crowdfunding<\/strong> \u2013 a larger group of people investing in your startup.<\/li>\n<li><strong>Personal resources<\/strong> \u2013 for those with enough savings to get started.<\/li>\n<li><strong>Private investors<\/strong> \u2013 individuals such as business leaders investing in your company.<\/li>\n<li><strong>Startup grants<\/strong> \u2013 grants specifically for entrepreneurs, especially in the early stages.<\/li>\n<\/ul>\n<p>Each option has its benefits, and you should choose based on what makes sense for your business.<\/p>\n<p>Start seeking funding early \u2013 it rarely works out on the first try, and always have a plan B.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Pricing_a_SaaS_tool\"><\/span><strong>Pricing a SaaS tool<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Pricing is tricky in the SaaS world. Should it be a fixed monthly price, or should it scale as the customer grows?<\/p>\n<p>Many SaaS tools base pricing on usage. For example:<\/p>\n<ul>\n<li><strong>Number of emails sent<\/strong><\/li>\n<li><strong>Number of orders in a webshop<\/strong><\/li>\n<li><strong>Revenue<\/strong><\/li>\n<li><strong>Website traffic<\/strong><\/li>\n<\/ul>\n<p>Dynamic pricing based on usage can break down barriers for smaller customers who don\u2019t want to pay a high price early on when they have fewer users, emails, or sales.<\/p>\n<p>This way, you \u201cgrow\u201d alongside your customers.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Be_careful_hiding_pricing_behind_a_%E2%80%9Cdemo%E2%80%9D\"><\/span><strong>Be careful hiding pricing behind a &#8220;demo&#8221;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One major mistake I often see is hiding the price behind a \u201cRequest a demo\u201d button.<\/p>\n<p>I\u2019ve lost count of how many times I\u2019ve left a (probably great) SaaS tool because they wanted me to book a demo just to see the price.<\/p>\n<p>Why not just tell me the price upfront? If the price is that high, are you trying to hide it?<\/p>\n<p>These are the thoughts that instantly go through my head.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Create_your_own_PR_with_Bazoom\"><\/span><strong>Create your own PR with Bazoom<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Your SaaS tool needs to be visible to those who could benefit from it. Creating your own PR \u2014 content that links back to your site \u2014 makes sense here.<\/p>\n<p>This is part of your<a href=\"https:\/\/www.mickyweis.com\/en\/linkbuilding-2025\/\"> link-building<\/a> strategy and helps create awareness around your product.<\/p>\n<p>I would use Bazoom (another solid SaaS tool) for PR.<\/p>\n<p>Bazoom creates high-quality content with relevant links back to your site, boosting your <a href=\"https:\/\/www.mickyweis.com\/en\/what-is-seo\/\">SEO<\/a> and brand authority by placing your links on websites within the same niche.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Content_marketing_find_your_angle\"><\/span><strong>Content marketing: find your angle<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Marketing a software tool that helps companies with specific tasks benefits greatly from <a href=\"https:\/\/www.mickyweis.com\/en\/content-marketing-strategy\/\">content marketing.<\/a><\/p>\n<p>As mentioned earlier, the customer journey is longer today, and users need time to be convinced that a SaaS tool is worth the investment.<\/p>\n<p>The more content your users can consume from your own channels, the more likely they are to convert.<\/p>\n<div class=\"greenbox\">\n<p>Consider which type of content marketing makes the most sense for your brand, audience, and tool. For example:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.mickyweis.com\/en\/podcasts-i-listen-to\/\"><strong>Podcast<\/strong> <\/a>\u2013 audio content is trending! Explore what aspects of your SaaS tool users are curious about, and consider bringing on guests from your industry or happy customers.<\/li>\n<li><strong>Blog posts<\/strong> \u2013 clear and user-friendly posts can build relationships with users seeking answers. Enable comments for engagement.<\/li>\n<li><strong>Video content<\/strong> \u2013 sometimes, your tool needs to be visualized. Video is a great supplement to blog posts and easily shareable across channels.<\/li>\n<\/ul>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"Solve_a_real_problem\"><\/span><strong>Solve a real problem<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It\u2019s no easy task to develop a software tool that solves real problems, is easy to get started with, and is user-friendly. But that\u2019s what companies are looking for.<\/p>\n<p>The research phase is a vital part of the customer journey, and it will quickly become clear whether a tool solves a problem or is just another overhyped product that doesn\u2019t deliver.<\/p>\n<p>There\u2019s no point in developing something that just sits in the shadow of more successful tools \u2014 identify niche problems and use your expertise to solve them.<\/p>\n<p>I promise that many companies and entrepreneurs will appreciate someone actually tackling specific problems creatively.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Launch_small_bites\"><\/span><strong>Launch small bites<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As a developer, you have the technical expertise. But your users don\u2019t.<\/p>\n<p>To help them get started, the software must be simple and not overwhelming. Many people struggle with complex setups.<\/p>\n<p>Sometimes developers overthink things and add too many features, making the tool even more complicated. That\u2019s not necessary \u2014 and can confuse users.<\/p>\n<p>Again, Sleeknote is a great example. They\u2019ve kept it simple and stuck to what works.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Customer_feedback\"><\/span><strong>Customer feedback<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Customer feedback is one of the most important things for any company, especially startups.<\/p>\n<p>A SaaS tool should offer a simple solution to a business problem. Its interface should be intuitive and solve or automate a specific task.<\/p>\n<p>Ultimately, only the user can determine if the tool is user-friendly, which is why you need feedback. Gather it through follow-up emails, pop-ups, or direct conversations.<\/p>\n<p>This is the best way to learn what works and what doesn\u2019t \u2014 and how to improve.<\/p>\n<p>Feedback lets you address user concerns and clarify your product\u2019s value.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Use_Mouseflow_and_Convertcom_to_analyze_user_behavior\"><\/span><strong>Use Mouseflow and Convert.com to analyze user behavior<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When launching a new SaaS tool, I would track how users interact with the website offering the product.<\/p>\n<p>The interface should be as user-friendly as possible so people can start using the tool easily.<\/p>\n<div class=\"greenbox\">\n<p>I\u2019d use Mouseflow and Convert.com to monitor behavior and fix any issues as they arise.<\/p>\n<ul>\n<li><strong>Convert.com<\/strong> \u2013 <a href=\"https:\/\/www.mickyweis.com\/en\/a-b-testing\/\">A\/B testing<\/a> helps you identify which features drive conversions.<\/li>\n<li><strong>Mouseflow<\/strong> \u2013 Gives insight into how users interact with your tool, site traffic, and potential usability issues.<\/li>\n<\/ul>\n<p>This gives you valuable data to refine your site and keep it optimized.<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"You_are_90_more_tech-savvy_than_your_users_%E2%80%93_build_for_everyone\"><\/span><strong>You are 90% more tech-savvy than your users \u2013 build for everyone<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I can\u2019t stress this enough: your software must be user-friendly.<\/p>\n<p>It\u2019s your job to make sure anyone can use it from day one.<\/p>\n<p>Ask people around you \u2014 who aren\u2019t software experts \u2014 to test the tool. Can they figure it out? If not, fix it.<\/p>\n<p>If your tool isn\u2019t easy to use, people will go elsewhere.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Create_hooks_to_help_people_get_started\"><\/span><strong>Create hooks to help people get started<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When users begin using a new SaaS tool, they need motivation and a smooth onboarding process.<\/p>\n<p>Make signup quick and engaging. No one wants to spend too much time just getting started.<\/p>\n<p>Add hooks like <strong>gamification<\/strong> \u2014 Morningscore does this well, turning onboarding into a \u201cgame\u201d with tasks that unlock access.<\/p>\n<p>You could also visualize the onboarding with clear progress steps to show users how close they are to completing setup.<\/p>\n<p>In my opinion, that kind of clarity makes it much easier to get started \u2014 and increases motivation.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is a SaaS tool? In this series of posts where I dive into how I would market a business, I also want to dedicate [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":6314,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[106,90,79],"series":[],"class_list":["post-8014","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising-en","category-e-commerce-en","category-online-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SaaS tool marketing: what actually works<\/title>\n<meta name=\"description\" content=\"In this post, we take a closer look at the now well-known SaaS tools. 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