LinkedIn Shares Recent Insights to Help SaaS Marketers Capitalize on Current Trends

LinkedIn has published a brand new overview of emerging software-as-a-service (SaaS) market trends, which looks at how SaaS providers can maximize their marketing performance, despite the broader market downturn which could see reduced customer acquisition results.

Though as LinkedIn notes, despite the broader economic downturn, investments in SaaS services are still increasing, and are expected to grow from $176.2 billion in 2022, to $208 billion by the top of 2023. 

But much of this spending will come out of your existing client base, and LinkedIn’s latest 15-page guide explores how businesses can tap into this potential, and maximize their performance via the app.

You may download the total report here, but on this post, we’ll take a have a look at a number of the highlights.

The guide first looks on the more moderen SaaS market downturn, and the way that’s modified approaches for SaaS marketing teams.

Essentially, the guide explains how the main target has shifted from investing in customer acquisition, to also ensuring long-term viability and expansion for SaaS clients, with vendors benefiting from constructing out their approach, and never limiting their marketing focus to acquisition alone.

Which is smart, but because the report notes, many SaaS providers haven’t integrated their approach in this fashion, which is where the important thing opportunity lies immediately.

The report then looks at the chance of LinkedIn specifically, and the reach that LinkedIn provides to SaaS founders and decision makers.

There are also more specific notes on the role that LinkedIn can play within the connection and promotion process, with recommendations on the various LinkedIn ad types that you could use in your pipeline.

The predominant message, as noted, is that SaaS providers must reallocate marketing budget to constructing their brand, by working with existing customers (through content marketing), while also specializing in upsells and cross-sells to maximise opportunities.

With fewer direct buyers available in the market, as a consequence of more limited budgets, the report suggests that there’s more opportunity in incorporating your marketing approach to cover prospective and existing customers, which could deliver greater results.

There are some interesting trend notes and LinkedIn data points to think about, and when you are a SaaS provider, it’s value looking, and considering your current marketing plan.

You may download LinkedIn’s ‘Winning within the Recent Age of SaaS’ report here.