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Drive In More Leads

    Picture of Mike Rand
    By Mike Rand in March, 2017 | 4 minute read

    Content Marketing - Lead Generation - SaaS

    8 Ways SaaS Businesses Can Leverage Information for Marketing

    As a software company, you have a unique opportunity to generate leads with content and information. Turn all of the product info you have on hand into blog posts, eBooks, infographics, and other marketing materials.


    If you’re interested in doing more to market your SaaS, you’ve probably already looked into some of the available strategies. SEO, social media, email, and advertisements are powerful assets. Every part of a business that gets exposure to potential customers represents a marketing opportunity. Your SaaS business can leverage information on all your channels to turn your viewers into leads.

    For example, turn the web pages that you originally created for training into content that converts visitors. Here are 8 ways SaaS businesses can leverage information for marketing:

    1. Blogging

    A mainstay for businesses around the globe, blogging is a considered one of the most important marketing strategies by 60% of marketers. Blogging can create more indexed pages for your website, educate readers, and convince visitors to convert into leads.

    By creating a blog and posting regularly about relevant topics, you’ll establish yourself as an industry authority to your regular subscribers and new visitors on your website.

    2. eBooks

    eBooks give you the opportunity to go more in-depth on specific topics. They also present a conversion opportunity when offered behind forms that capture readers’ contact information. Like blog posts, eBooks should be written to be helpful and informative.

    You can use them to provide readers with more information about your target markets and how the types of solutions your SaaS provides can remedy particular problems.

    3. Beginner’s Guides

    Every type of software needs some sort of guide so that new users can become accustomed to how it works. Your beginner’s guides can be helpful pieces of information for subscribers, trial users, and current customers.

    They can also work to convert readers into leads as pieces of marketing material. One of the ways SaaS businesses can leverage information for marketing is by using language that speaks to potential leads. When drafting and writing your beginner’s guides, keep in mind that some of the people reading it may not already be subscribers.

    SaaS Marketing Guide

    4. Infographics

    While text-based marketing materials are still paramount to any content strategy, infographics are 30 times more likely to be read than just text. Infographics condense bodies of data into creative, easily-digestible images and graphics.

    Most importantly, you can offer them as pieces of gated material or use them throughout your website to drive conversions. SaaS businesses can leverage information for marketing by offering more transparency into the markets they serve. To that end, infographics can be based on your own market research or the research compiled in other studies.

    5. Videos

    If you’ve created textual beginner’s guides, you may have also looked into how videos can educate your subscribers. Video is quickly becoming the most sought after marketing strategy among both B2B and B2C businesses. 90% of users claim that videos are helpful to their decision-making process, and 87% of current online marketers use video content as part of their strategy.

    You may want to include educational videos on your website and create a YouTube presence by uploading your videos. To create attractive videos that are also effective, you’ll need a team of marketing professionals to film or design them.

    6. Learning Centers

    Your learning center might be a space for users to post comments and ask questions. Maybe you have structured training courses for your software.

    Or perhaps you just link to a page on Reddit. Either way, SaaS businesses can leverage information for marketing in their learning centers. offer both active users and new visitors the resources they need to overcome their challenges and better understand your software.

    You'll provide assistance and generate leads at the same time. Make sure your learning center contains clear language about your brand, your product, and its benefits, and make sure there are clear pathways toward conversion opportunities.

    7. FAQ Pages

    FAQ pages are useful for addressing customer concerns, but they also offer an opportunity for your SEO strategy. Search engines find these pages and you earn more website traffic. Optimize all your FAQ pages for search engines. Create a clear path for visitors to convert, either through a contact form or with clear navigation to your other web pages.

    8. Graphs and Metrics

    Like infographics, graphs and metrics should be attractive designs. Use them to show viewers the effectiveness of your SaaS and why they should consider it. You can use them on almost any web page as a way to educate visitors and convert them into leads. Base them on your market research, your trial statistics, or any other metric you might deem helpful and informative to visitors.

    Saas Businesses Can Leverage Information for Marketing

    Information and data are powerful tools for any marketing strategy. They are essential for substantiating any claims you make in written materials and can provide potential customers with the incentive to explore more about your SaaS.

    SaaS businesses can leverage information for marketing, but that information has to be gathered and generated. You also need to integrate information into written and designed marketing materials before it can be presented to visitors.

    If you want to use information for marketing but you don’t have the resources to execute these 8 strategies, rely on an external marketing team. They'll do all your research and take care of your marketing tasks.

    SaaS Marketing

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