Retention, Referral, and Revenue: How to Create an Effective SaaS Marketing Plan Marketing plans provide a framework to funnel customers from awareness to decision to purchase. When it comes to software-as-a-service (SaaS) offerings, these plans must account for the recurring nature of SaaS solutions. There's a special focus on retention and referral over purchase and loyalty. Here’s what you need to know about SaaS marketing plans, what sets them apart from traditional frameworks, and how your company can create a plan that drives revenue. Table of Contents What is a SaaS marketing plan? What Makes SaaS Marketing Different Why SaaS Marketing Plans Matter How to Create a SaaS Marketing Plan The Four Core Tenets of a SaaS Marketing Plan SaaS Marketing Plan Best Practices What Makes SaaS Marketing Different SaaS marketing is different because you’re selling an ongoing, subscription-based service. Unlike a traditional product with a single purchase point, customers pay for SaaS solutions monthly or yearly. As a result, traditional and SaaS marketing have differing aims. A traditional marketing plan aims to convert prospects into buyers who purchase product(s) in a single transaction. If these customers are happy with the products, they may return for additional transactions. SaaS marketing plans aim to turn interested parties into subscribers willing to sign on for month-to-month or yearly plans. You'll want buyers to renew these plans when they come to term and refer other customers to your service. Put simply,...