Blog—2025 SaaS Marketing Trends.

The New Year is (almost) here, but the trends you should look out for have been gaining traction for a hot minute. Kind of a like a snowball effect.

Here are five marketing trends in SaaS to look out for in 2025 (hint: number two is the most important!), researched and written up by your resident marketing gal. Short and Sweet, 'cause I know you're busy 😉

Customers love it when technology makes their lives easier… What they don’t love is getting stuck with a chatbot with limited menu options that has them running in circles for fifteen minutes before the whole experience becomes so frustrating they just click off altogether. Of course, these technologies are getting there so quickly that this bit of the article may be obsolete by the time I hit ‘post’; but the fact remains: people want some part of their experience to remain personal and almost human. Use AI to personalize the user experience in ways that are truly useful, not just for the sake of it. And keep the ‘book a call’ button on your website for another quarter. Just in case.

Invest on this like it’s your calling. If you are on a budget, use free tools like Facebook Groups, Reddit, or Instagram broadcast channels. Slack and MS Teams also offer community solutions that are relatively inexpensive (and even free!). And if you are looking to scale and create something more personalized, look into platforms like Circle or Kajabi to build your own in-house community.

Consider influencers and partnerships to expand your reach to a larger audience and don’t hesitate to have a dedicated person working on creating community experiences that foster engagement. A thriving community of dedicated users who will champion your product will pay back in earnest. By keeping direct communication with users you have the opportunity to test features faster, get immediate user-feedback on said features, and help guide the conversation into innovation opportunities. Plus, it’s a great opportunity for UGC (User Generated Content), and to humanize your brand.

SaaS companies face fierce competition, and a community space where people can talk to each other about your product and potentially help each other out while connecting over your brand is a differentiation opportunity you cannot miss out on.

No 👏🏼 more 👏🏼faceless 👏🏼teams 👏🏼, please 👏🏼 In 2025, I want to see LinkedIn posts filled with a CEO’s experience of lifting their company from the ground up. I want to see a Product Manager talking about the new features that are coming to an app. I want to see team meetings and laughs over Zoom and Google Meets. It doesn’t matter if your team is remote, if your office is a mess, if your set-up isn’t fancy… What matters is that your startup is doing something no-one has done before, and you are bringing game-changing ideas to your niche. Celebrate the small wins and shout out to your team for the work they do in building up your company. If you don’t—who’s gonna do it for you? People want to see the faces building their favorite products. They want to feel there’s a connection to that team. Otherwise, it will be all too easy to move to the next company in the line offering something ever-so-slightly-similar. Pricing will matter, yes, but at the end of the day: people buy from people, even in SaaS. Some of my favorite examples of very human brands are Jam.dev and Stacklist Inc, especially Kyle’s remarkably honest journey as a CEO. Also, it’s not always rainbows and butterflies in the world of entrepreneurship (let’s be real: when is it rainbows and butterflies in entrepreneurship?), so it’s okay to get candid for a second and reflect on shortcomings and lessons learned. What’s more human than that?

I don’t have to give you the Product Market Fit speech. I’m sure you know that one very well. But in case you need a refresher: Find your people. Stick with those people. Build a product so perfect for them there is no question in anyone’s mind that your product is the best solution for that very specific problem.

Once you’ve exhausted every last possible client in that niche, then you can think of the guy next door who may also benefit from your service. Then you can have a chat with them and say, hey, we do XZY for ABC, but I think this will work for you, too…

PMF isn't a linear process, and this approach will also depend on your sales strategy, so remain flexible. Do consider that to find what works, you may have to pivot a couple of times, but once you find your tribe, build the best product for them first, and try not to get distracted by ‘shiny object syndrome’.

The best ads don’t feel like ads and the best content you can put out there right now aren’t even ads, actually. It's relatable, fun content that doesn’t feature your brand that much. Rather, you want to become a resource for people. Your message should reflect your brand, just not in an obvious way. Your content can be funny, insightful, or educational, the values that you align with can and should shine through in this content, in a way that doesn't feel sales-y (there's a balance to this) and that it's engaging enough to capture an audience in the three seconds of attention you have before people inevitably scroll away. Remember when I mentioned ‘community’ earlier? Well this treks back to that point of fostering engagement by doing something that’s unique to your brand. Content calendars are your best friend to keep a cadence that works, and a content pool will save you during the creative droughts. This applies to your website marketing, social media, newsletter feeds, and even your personal LinkedIn page.

People at the top of your marketing funnel may not be customers yet, but you want to warm those leads enough that when they finally need your service, it’s a no-brainer for them who the provider will be. Some of my favorite examples of this are tl.dv and Morning Brew. With the first, it's not so obvious what they do at first, but when they do explain it in some of their videos, it never feels sales-y. Morning Brew follows a different structure and business model, but they have become pros at the game of building a resourceful and recognizable brand.

I'm excited for what the SaaS Marketing world will bring this 2025! If you are looking to spruce up your content and marketing game this new year, I invite you to reach out! I'd love to help your company reach some New Year's (all year ;) goals.