For SaaS companies, you might only think of PR when you have a significant announcement to make, like an acquisition or funding. But SaaS PR has evolved, and focusing only on major milestones can leave you in the dust of your competitors. From investors, customers, employees and partners, SaaS companies across the globe are realizing where SaaS PR fits into an overall marketing strategy.
Here’s why targeted PR is the ideal fit for your Software as a Service business:
1. Importance of market visibility
With the growth of SaaS, the space is becoming increasingly crowded. Because of this, SaaS PR is vital in building awareness around how your SaaS business stands outs from the crowd and why you matter in the tech industry as a whole. You may have just built the next Snowflake, but prospects might not have you in their consideration set if you aren’t being validated by or have a presence in industry media.
2. Emphasis on positioning
In a technical industry, it’s easy to get caught up in jargon. You have to find a way to clearly relay your overarching value proposition to target customers, and the same goes when presenting information to reporters. For businesses who have mastered the 30-second sales pitch (essential to staying alive in the dog-eat-dog world of SaaS), this streamlined messaging can act as the perfect building block for your initial SaaS PR positioning. From there, it will be much easier to build your company story with your target media since you’ve already nailed down your introductory messaging.
3. Long, complicated sales cycles
SaaS businesses often see long, complicated sales cycles, especially when potential customers are mid to large-sized enterprises and budgets continue to tighten. That’s where SaaS PR can come in to build up assets that your sales team can ultimately leverage in the sales process to answer questions and provide additional information to prospects. These assets can come in the form of a thought leadership article that answers prospects’ questions about why their business would need a solution like yours to solve a specific problem, a product feature that can guide your target audience through the intricate ins and outs of your solution’s capabilities or a case study that gives a real-life look at outcomes. By utilizing these media placements as sales assets, your sales team can proactively address prospects’ questions and concerns to ultimately speed up the sales cycle for your business.