SAAS

SaaS has been a major growth sector the past 15 years. Now we’ve reached a new paradigm where AI threatens the old order. Incumbents are threatened with questions like how do we adjust our business model when AI agents are now the users? And how do we ward off against high-powered niche players who can now quickly scale with AI development? Meanwhile the new entrants are asking themselves questions like how do we target a niche area that has been undersupported but also not inherently limit our future growth? And how do we stand out against larger, incumbent players who can spend more than us? 

Big shifting! Big changes! Oh my! We’ll help be a soundboard for your overall strategy and craft/enhance a Go To Market strategy that best tells your story and attracts both users as well as AI agents. One of the biggest areas we help clients is cutting through the hype, specifically what’s real and what’s not? Should you worry about an insurgent competitor? Should you expand your content to catch up? Should you change your brand? In some cases the answer may very well be yes, but we’ll help you understand what’s actually going on by breaking down your competitor’s data and walking through their strategies so that we can make the most informed decision. We have access to clickstream datasets that can model your competition’s Google Analytics giving something real to go on and not trying to look at a 1,000 different things and attempting to read the tea leaves. Once we know what’s working best for your competition, we can craft a game plan to beat them at their own game and differentiate your brand/product. 

In marketing in general but for SaaS especially it’s important to clearly define who you are, who you serve, and what your authority is (what you claim to know about). There have been a lot of missteps by larger SaaS players through the years where they tried to go beyond this sphere of knowledge and were punished by Google for it. Marketing technology leader HubSpot famously had a precipitous drop in traffic late 2024. While the exact reasons are debated, what’s largely agreed-upon is the marketing automation giant was targeting keywords well outside of its knowledge base and were punished (it’s reported they lost 80% of their blog traffic). Similarly project management leader ClickUp went through a massive drop of traffic in March 2025. Again, the reason why is still being debated but what’s agreed upon is ClickUp targeted keywords well outside of its brand and also featured listicles favoring itself as always the #1 best option without proper support of selection (biased). Even if you’re one of the top dogs, Google will punish you. It’s best to stay focused on what you actually know and not drift into areas you don’t because you want to expand your breadth of being found. 

Ironically, one of the best ways to win in this space is by creating a powerful inbound motion, something HubSpot largely originated and is the namesake of their annual conference. Do you know your customer journeys? Are you helping guide those journeys with thoughtful content that captures and recaptures their attention? We live in the age of the informed buyer. Does the buyer and/or their AI agent have enough information to find about you in their searching? How are you rated by 3rd-party reviewers like Gartner, Forrester, or G2? How about other independent analysts? What are people writing about how they like your software or not? Do you have a Reddit community? These are just some of the questions one needs to be asking to win in modern SaaS. We’ll help you do the proper assessments so you understand what your track to win is. We’ll also help you craft a winning strategy and execute it, continuously iterating and evolving in this fast-paced landscape so you’re always leading the way rather than falling behind.