Why Competitive SaaS Markets Demand a Smarter Digital Strategy
In the early days of SaaS, growth was simple: build something useful, and customers would follow.
Today, it’s not so easy.
In mature, competitive software markets, most companies face:
- Dozens of competitors with bigger budgets
- Sky-high CPCs ($25–$50+).
- Cost-per-lead often exceeding $500.
- Battle-tested campaigns and conversion funnels that are years in the making.
So how do you compete?
You don’t rely on one channel or tactic, you build a robust, multi-channel strategy that tests, trims, and scales based on what works.
Below is a comprehensive breakdown of the most effective digital marketing strategies for B2B SaaS companies competing in saturated markets.
1. SEO: The Long-Term Antidote to High CPCs
Organic search is one of the few marketing investments that grows in value over time.
Let’s do the math:
Spend $400 on 10 paid clicks… or invest $400 in a well-written, evergreen blog post that drives 5+ clicks per month for the next 36 months.
When CPCs are high, content becomes your unfair advantage. But only if you approach it the right way.
SEO is a very long topic to cover, but the keys to it include:
- Keyword research and prioritization (targeting high-CPC terms with strong buying intent).
- On-page SEO and optimization of existing content.
- A structured content calendar focused on your ICP’s challenges.
- High-authority PR and link building (avoiding risky link schemes).
Some effective approaches for content development include:
- Turn white papers into blog series and webinars.
- Transcribe expert interviews for SEO-optimized content.
- Use trade show decks as the basis for evergreen assets.
- Focus your best content on your site, not guest posts.
This is all great raw material for meaningful thought leadership content that can help your SaaS company rank well for keywords that have a high CPC.
2. Remarketing: Capture Missed Opportunities
Remarketing remains one of the highest-ROI channels in SaaS marketing, especially for brands with decent traffic.
Set up remarketing across:
- Google Display Network
- Facebook
- LinkedIn
Even if you don’t plan to run ads immediately, tag your traffic now to build remarketing audiences. Google allows up to 540-day windows, and Facebook up to 180 days.
3. Paid Search: Still Powerful (If Done Right)
When managed well, search can still be a workhorse, particularly for:
- Branded keyword campaigns (low cost, high intent).
- Search remarketing lists.
- Top-of-funnel exploration with tight negative keyword control.
Don’t ignore Bing:
Bing Ads are often overlooked. Because many competitors don’t bother to port their Google campaigns to Bing, CPCs are lower and lead quality can match or exceed Google.
Keys to success:
4. Google Display Network: Smarter Targeting Options
Traditional banner ads are still effective if managed with precision. Today’s GDN offers advanced options like:
- Custom Affinity Audiences: Target users based on interest in specific keywords or competitor URLs.
- Custom Intent Audiences: Retarget users who recently searched specific keywords on Google.
These options allow you to reach high-intent users (even outside of search) with competitive CPMs.
5. Facebook: Underestimated, Highly Effective
Facebook might not feel B2B, but it works, especially with:
- Lead form ads (pre-filled, no landing page needed).
- Custom audiences (email or phone match).
- Lookalike audiences (often stronger than Google’s).
The result? Lower friction, better conversions, and access to deep targeting data (credit cards, behaviors, interests).
6. LinkedIn: High Cost, High Value
Yes, CPCs are high. But compared to Google search in competitive SaaS categories, LinkedIn can offer better efficiency.
Why?
- Lower competition for niche audiences.
- Rich targeting (skills, groups, company size, industry).
- Built-in lead forms that reduce friction.
Test 12–14 targeting combinations, and expect only a few to succeed. Skills and Groups targeting often outperform the rest.
7. Account-Based Marketing: Surround the Right Prospects
ABM is one of the most misunderstood and underutilized strategies in SaaS.
Done right, it means:
- Targeting entire accounts across LinkedIn, GDN, email, and sales outreach.
- Coordinating messaging across marketing automation and sales.
- Building integrated systems inside your CRM and funnel to orchestrate outreach.
At Kalungi, our SaaS clients using ABM have grown pipeline capacity by 360%+.
8. Webinars: Educate First, Sell Later
Webinars are an ideal top-of-funnel tactic when executed as thought leadership, not product demos.
Tips for effective webinars:
- Focus on trends or pain points in the industry.
- Repurpose white papers or blog themes.
- Transcribe and reuse for SEO content.
Think of webinars as digital events that nurture demand, not close deals.
9. Buying Leads: Benchmark Your Market
Lead-gen platforms like G2, Capterra, and SoftwareAdvice dominate competitive search terms for a reason, they convert.
While purchased leads may be lower quality and over-contacted, they:
- Add volume to your funnel.
- Give you a benchmark for cost-per-lead in your category.
- Help fill short-term gaps as you scale other channels.
Budget 10–20% of your spend here to test.
10. Offline Channels: In Competitive Markets, Go Where Others Won’t
Trade shows, associations, and even print ads can outperform digital in high-CPC markets.
Look for:
- Vertical industry events where you're one of a few software vendors.
- Print magazines where competitors don’t advertise.
- Uncluttered channels where you can stand out and be noticed.
Napoleon said it best: “Above all, be noticed.”
Final Take: No Channel Alone Will Win, But a Multi-Channel Strategy Will
In hyper-competitive SaaS markets, there’s no single tactic that wins. The key is to:
- Run many campaigns across many channels.
- Test and track performance.
- Ruthlessly cut what doesn’t work.
- Double down on what does.
What separates winners in these markets? Often, it’s not the highest LTV, it’s the lowest cost structure. Companies that scale efficiently can outbid competitors, grow faster, and consolidate market share.
The real moat isn’t budget, it’s operational efficiency and execution.
Want a B2B SaaS Digital Marketing Strategy That Works in Competitive Markets?
Kalungi helps SaaS companies build full-funnel, multi-channel digital marketing programs that scale, profitably.
From SEO and ABM to paid media and webinars, we help you prioritize and execute where it counts.
Book a free discovery call here.
