It can be safely said that Software-as-a-Service (SaaS) – a cloud-based software delivery model that involves software applications being licensed and accessed over the Internet, instead of being installed locally – is very “big business” in 2025.
Indeed, the global SaaS market was reported to be worth $266.3 billion in 2024, with this figure anticipated to grow to $1,131.52 billion by 2032. As of 2023, almost three quarters (73%) of organisations were claimed to be using SaaS applications.
With all this in mind, you might be wondering why your own SaaS startup still seems to be “under the radar” among your target audiences, instead of occupying a top-of-mind position.
The Challenge of Moving Out from The Shadows: 3 Ways to Do It
It is certainly true that the SaaS landscape is a notoriously crowded one. The task of succeeding in this sector, then, isn’t quite a case of “build it and they will come”.
The reality is that while your SaaS startup might have an excellently honed product development process, and even strong reviews in its industry, you may not be very well-practised in the deliberate visibility tactics that you will require across multiple channels.
So, what are some the strategies that your organisation can use in order to move from stealth mode to the spotlight? Here are a few of the proven approaches we would suggest:
- Craft A Compelling Narrative About Your SaaS Startup
Can anyone who visits your startup’s website quickly see why your business exists, what problem(s) it solves, and what makes it distinctive compared to the abundance of other SaaS companies that may seem extremely similar to yours at first glance?
If your answer to the above question is “no”, you may need to spend somewhat more time defining and refining your SaaS startup’s unique value proposition (USP).
When you do, it will be necessary to clearly address the pain points of your customers, and to tell a captivating story about your brand – across your website, as well as in your pitch decks and press releases.
- Implement Strategic SEO Tactics
Search engine optimisation (SEO) may have been around for a very long time, but under the influence of generative artificial intelligence (AI) tools such as ChatGPT and Google’s AI Overviews, it is unquestionably evolving.
In any case, optimising for organic search rankings remains a cornerstone of the leading SaaS providers’ growth strategies.
The most effective SEO for SaaS companies during the mid-2020s, then, typically encompasses such elements as the mapping-out of high-value keywords, and the integration of those terms into the given SaaS firm’s blog articles, landing pages, meta titles, and meta descriptions.
For an in-depth conversation about the specific SEO interventions that could serve your SaaS organisation’s circumstances and growth ambitions best, please enquire to a reputable SEO agency for business-to-business (B2B) firms, such as the Essex-based Ink Digital.
- Build Thought Leadership with Content Marketing
There are so many ways in which the founders and team at a given SaaS startup can position themselves as go-to experts in their domain through content marketing.
They may do so through the production of deep-dive guides, case studies, and whitepapers that address their target audiences’ pain points and showcase real results.
Your own SaaS organisation may benefit considerably from a multi-format approach. You might, for example, choose to develop a cornerstone guide with a title like “The Ultimate Handbook to X Process”, alongside the repurposing of long-form content into infographics, short videos, and newsletters, further complemented by guest posting on established industry blogs.
Such content marketing interventions on several fronts can produce a consistent supply of useful and shareable assets that help to drive brand awareness and lead generation.
Combining Tactics Like These Can Help Bring Big Results for SaaS Brands
The skilful weaving-together of strategies like these – covering organic, paid, earned, and owned channels alike – can make a profound difference to a B2B SaaS firm’s effort to transform itself from a stealth innovator into a widely recognised market leader.
