SaaS Marketing 101: Automation Tools Every Business Needs

Geri Mileva on SaaS Marketing

marketing automationThe Importance of Automation

Software as a Service (SaaS) companies are continuously finding ways to automate their marketing processes. And it certainly makes sense, because the more time a company spends on things that can be automated, the less time it can devote to other productive endeavors.

And because SaaS startups are usually composed of small teams, accomplishing more tasks in less time is extremely important.

Marketing automation is one of the best ways to increase company efficiency. If there are tasks that can be completed automatically, your team can proceed to doing other things.

What Can You Automate?

Software platforms can effectively market on multiple channels like social media, email, and websites. There are also analytics tools that give insights for inbound marketing. Through marketing automation, companies lessen task repetition and human errors.

The good news is there are a lot of tools that can automate marketing for companies. In fact, it can sometimes be hard to decide which tool is the right one for your business.

Hence, you have to identify in which areas automation can be applied.

Drip Campaigns

Email marketing is one of the primary areas that benefit from automation. Imagine the time and energy you’d need if each and every email had to be sent manually!

With an effective drip campaign, you can convert users who have shown interest in your brand.

Email marketing tools enable you to maintain drip campaigns, gather user contacts, manage lists, and provide insights into the performance of the drip campaign itself.

Tools like Automizy are especially ideal for SaaS companies. It allows triggers that send emails whenever there’s a visitor on the site. Plus, you can educate leads and establish an onboarding mechanism based on user behavior. New offers are also sent easily to further encourage users to eventually convert.

Social Media Management

Ah, yes, social media. With around 2.2 billion active users on Facebook alone, SaaS companies have to create a strong presence on select social media channels.

Since it’s impossible to be active full-time on every social network, you can automate social media marketing to arrange a more streamlined and organized campaign. This allows you to publish across channels, plan a timetable for posting, and collect information about the performance of your posts.

Social media automation tools like HootSuite enable SaaS companies to easily organize messages posted across social media platforms. From a single dashboard, you can integrate and manage Twitter, Facebook, Instagram, LinkedIn, and other accounts. The software also uses analytics to measure the ROI of your campaigns.  

Indeed, HootSuite has several features that are useful for social media marketing, but if you need additional functionality, the costs could pile up. Buffer is another option for budget-conscious SaaS startups. While the upfront cost is higher, you get more features for the price.

Data Metrics

Insights about marketing and sales help companies make profitable marketing decisions. The most efficient and accurate way to gather traffic data is through analytics software. There’s simply no way you can gather in-depth information about your website’s performance without using automation tools.

Google Analytics is perhaps the most useful one for analyzing traffic and audience behavior. It’s free, and it shows traffic metrics, provides various category options, and analyzes many details.

Bizible is a tracking tool that offers multi-channel tracking and detailed lead history. Campaign content, ad group and keyword metrics are provided, as well as Google Analytics-style parameters.

Quality Content

Generating fresh and high-quality content helps you build credibility among potential customers. In fact, 70% of online users look at published content to know more about a company.

A carefully curated set of blog posts, tweets, and published material can position your brand as an authority source. Plus, you get to incorporate calls to action that ease customers into the conversion process.

Buzzsumo is one tool you can use if you want to research the type of content that your target niche is after. The tool tracks trending content, topics, and even mentions. With this, you can publish sought-after and social-media-friendly content. You can find people who share similar content and invite them to share your posts as well.

Video Campaigns

Video is a powerful platform that marketers use for online campaigns. With about a third of all users’ online activity devoted to video watching, this can increase brand engagement, product promotion, and ultimately, conversion.

Many businesses find it hard to produce high-quality video content. The lack of an in-house technical team or creative touch may be a challenge. But automated video apps can enable your company to create professional-looking videos for your campaign.

A great example is Renderforest, which offers free tools for creating intros, animations, slideshows, and music visualizations. Even if you don’t have any technical skills, you can craft these materials within minutes. Additional features like reseller rights and watermark removal require a subscription.

Customer Service

Customer service impacts user satisfaction considerably. In fact, it’s a big factor that decides whether online users will make repeat purchases.

There are a number of reasons why it’s a good idea to automate customer relationship management (CRM). One is that it lowers labor costs. Automation designates mechanisms that reduce or eliminate human labor when assisting clients.

Getting software to do the work is more cost-effective for companies. What’s more, automation improves speed of service. When you’re managing several touchpoints on social media, website, and email, addressing questions and complaints would be overwhelming.

With automation, you can handle everything simultaneously.

Automation software includes intelligent routing, AI chat bots and canned responses, a customer service portal, workflow automation, and other features.

Zendesk is one example of an automated customer service tool. Its integrated support system can track, prioritize, and solve users’ customer support concerns. Communication is processed in one place, and it is personalized and efficient.   

Suite of Services

Most of the tools offered now are designed to handle multiple marketing functions and needs. These platforms will of course demand a higher upfront cost, but they will often save money in the long run.

In addition, your staff won’t be so overwhelmed having to manage different apps for specific functions. With a suite of features, you can condense and incorporate functions in one go.

All-in-one marketing automation tools are offered by brands like Marketo, Infusionsoft, and HubSpot. These tools combine email, social media, and analytics across their platforms. Other features include lead capture, landing page tools, A/B testing, customer service management, and more.

HubSpot comes close as a complete marketing automation software. Aside from the main functions, it covers blogging, SEO, and CRM features. The platform even offers user-friendly website development software. Basically, every digital need that SaaS businesses have, they provide automated solutions.


In setting up your marketing automation process, take the time to evaluate your SaaS company’s needs and budget. Finding the best solution will ensure that you save money, effort, and time that can be dedicated to your growth. But keep in mind that there will never be a “perfect” piece of software. Find something that addresses your needs, and maximize the efficiency that automation brings.