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If you’ve ever typed “SaaS marketing strategy” into Google and immediately regretted it—welcome. You’re not alone.
Most lists will cheerfully advise you to “know your audience” and “create great content,” which is a bit like telling a Michelin chef to “make food that tastes nice.”
So, instead of a bloated blog post full of obvious statements, here are five grounded, original SaaS marketing strategies for 2025 that actually move the needle—especially if you’re in B2B, with long sales cycles and a hungry revenue team tapping the glass.
1. Prioritise Bottom-of-Funnel Search in Q1, Not Q4
If your search budget goes heavy in Q4 because it’s budget season, you’re late to the party.
Decision-makers don’t wake up in December and magically choose a SaaS platform. The intent starts brewing way earlier.
The strategy bit:
Re-allocate a chunk of PPC spend into Jan–March and target bottom-of-funnel keywords—think “best [category] platforms for [industry]” or “alternatives to [competitor]”.
You’ll capture interest before procurement starts, and sales will thank you when those warm leads mature mid-year.
2. Build a Mid-Funnel Machine That Doesn’t Let Leads Go Cold
Most SaaS marketers obsess over lead gen or closing, but the mid-funnel is where leads quietly die of neglect.
In B2B, where sales cycles stretch across quarters (and sometimes fiscal years), your job isn’t just to capture interest — it’s to sustain it.
The strategy bit:
Create a structured mid-funnel programme that keeps high-intent leads engaged, without just hitting them with a tired old nurture sequence. Think:
- Custom retargeting based on lead source and behaviour (e.g. demo viewer vs. whitepaper downloader)
- Sales enablement content mapped to objections and internal justification (e.g. “How to build a business case for [product]”)
- Surround-sound brand presence via LinkedIn content, YouTube pre-rolls, and even email signatures
The aim is to stay visible without being clingy, and move leads from interested to internally championing you. That’s the stuff that shortens sales cycles and boosts conversion-to-close rate — not just MQLs.
3. Make Conversion Value > Conversion Volume Your North Star
It’s easy to get giddy over a 20% landing page conversion rate. But if that traffic’s coming from a segment with no budget or authority, it’s a vanity metric in disguise.
The strategy bit:
Optimise for qualified pipeline, not form fills.
Track:
- Lead quality scoring in CRM
- Conversion-to-close rate
- Average deal size by campaign
Then, back-calculate your cost-per-actual-customer. If you’re optimising based on CPL alone, you’re building a funnel that looks great and closes badly.
4. Use First-Party Signals to Build Smarter Retargeting Audiences
The cookie jar is crumbling. In 2025, the clever marketers will be the ones who turn what they already know about users into better ads.
The strategy bit:
- Use your CRM to build custom retargeting lists based on lifecycle stage
- Segment messaging by intent signals (e.g. downloaded whitepaper ≠ watched demo)
- Run creative that speaks to their stage, not just the fact that they visited your site
Because someone who spent 5 seconds on your pricing page needs a very different nudge to the person who’s 3 webinars deep.
5. Treat LinkedIn Like a Research Channel, Not Just an Ads Channel
LinkedIn is more than a place to dump ads. It’s an insight engine.
The strategy bit:
- Use polls and posts to test messaging, pain points, positioning
- Engage in comment sections of competitor and influencer posts to see what’s resonating
- Feed what you learn into your ad copy, landing pages, and outbound messaging
You’ll not only warm up your audience—you’ll shape how you talk to them everywhere else.
TL;DR – Here’s the SaaS marketing strategy for 2025:
- Show up early in the year when real buying intent begins
- Build a mid-funnel machine that keeps leads engaged (and moving)
- Optimise for revenue, not form fills
- Make your retargeting smarter by using what you actually know
- Treat LinkedIn like the research goldmine it is
B2B SaaS isn’t about quick wins—it’s a game of consistent, strategic plays that compound. The marketers who win in 2025 will be the ones who are precise, data-led, and just a little bit braver.
Need help building a ppc strategy that doesn’t waste budget or time? Lever Digital is a ppc agency that works with B2B brands who want measurable results—not marketing theatre.
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