Why PR Works for SaaS

When you think of PR, your brain might automatically shoot to gift guides and product roundups made popular by consumer brands and industry publications of the like. But PR has evolved — and so have the industries it can benefit. From Salesforce’s iconic ‘No Software’ campaign building social proof within the software industry to 250ok’s industry report generating buzz across prospective customers, SaaS companies across the globe are beginning to realize 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 — especially in hotbeds like San Francisco — 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 Salesforce, but no one will ever know if you, and the media outlets that matter to your prospects, aren’t talking about it in industry news.

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 art of the 30-second sales pitch (which is 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. 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 answer 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.

Want to know how you can tap the power of Public Relations for your SaaS business? Contact Lindsey Groepper to learn more about SaaS PR.

Lydia Beechler

About The Author

Lydia Beechler

As BLASTmedia’s Director of Learning & Development, Lydia contributes to agency growth and expertise by creating opportunities for professional and personal development for BLAST’s employees. With a background in media relations and a passion for people, she leads the charge on training around everything from diving into new media relations tactics and exploring developments in the world of SaaS, to keeping up-to-date on agency tools. When she's not at work, you'll likely find Lydia out for a morning run or spending time with her husband and son.

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