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Marketing Budgets & Spend in the SaaS Industry

Marketing Budgets & Spend in the SaaS Industry

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SUMMARY

This report explains that SaaS and tech companies are increasing the money, time, and resources invested in marketing to help achieve their main objectives and challenges. 

This study on the role of marketing in the SaaS sector examines the information on what matters to marketing professionals in the tech sector as well as the channels and technology they’re spending their funds on, and the results they expect to have.

Marketing in the SaaS sector is different from other sectors in many ways, according to this study. But the fact is that SaaS and technology companies of all sizes acknowledge that marketing has become a key part of their business strategy. 

The report notes that at the moment, tech software companies spend about 15% of their annual budgets on marketing. For instance, according to the paper in the early stages of a company, SaaS companies invest about 80% of their revenue in the company's sales and marketing areas. 

Regarding the main challenges that enterprise software and SaaS companies are aiming to address with marketing, the report indicates that technology companies need a consistent way to create sales leads that might eventually become customers. Additionally, not few SaaS products are complex and therefore need lengthy sales cycles. Besides, technology and SaaS companies are becoming more aware that they need to dedicate marketing budgets that will help them reach the target audience in the right locations. Tech companies put marketing, sales, and services under the umbrella of Customer Experience, therefore investments that can connect marketing from a strategic point of view to other Customer Experience areas can be very valuable.

About ROI, the rate at which marketing leads convert to sales is one of the most relevant metrics used by SaaS companies. The report notes that 68% of B2B marketers think that email is the digital marketing channel for which they are seeing the best ROI. The report shows that 2018 has seen a significant rise in tech and SaaS companies that invest important sums in content marketing. 

OUTLINE

#1: Marketing Goals & Challanges In Tech

#2: The Roi Of Marketing In Technology

#3: The Current Marketing Spend Landscape

#4: Tech Marketing Allocation

#5: Investing In Marketing Technology

#6: Future Trends In Marketing Spend

Key Takeaways

DETAILS

Overview

Researchfinder Rating
4 out of 5 stars
Title
Marketing Budgets & Spend in the SaaS Industry
Region
Global
Published
Nov. 1, 2018
Publisher
insivia
Price
FREE
Language
ENGLISH

Content

Number of Pages
39
Number of Tables
15
Number of Exhibits
2
Topics
saas
Tags
cloud computing, customer experience, global, insivia, ROI, SaaS, SaaS applications, software, software costs
Companies mentioned
Microsoft, Google
Methodology
Not available.
EVALUATION

An insightful online report about the role marketing plays in SaaS and technology companies.

Positives:

  • Great information about how technology industry marketers are approaching the measurement of marketing ROI 
     
  • Great data which explains why marketing is key to SaaS companies
     
  • Easy to read, undertandable language
     
  • Nice lay-out
     
  • Great graphics

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