As the year winds down, driving revenue is top-of-mind for every growth-focused marketer. We’ve gathered insights from 12 leading SaaS marketing professionals who reveal exactly where they’re focusing their energy to maximize results before the year ends. In this article, these pros share 36 targeted strategies they’re prioritizing—from refining ICPs and building communities to optimizing content and doubling down on proven tactics. If you want to know where these experts are directing their attention and resources to deliver real impact in Q4, you’re in the right place. Dive in to learn the growth hacks that can help you end the year on a high note!
Ashley Herbert Popa
Head of Product Marketing
Sendcloud
- Dive into customer marketing campaigns. We all know that it’s cheaper to retain current customers than to go out and get new customers. Experiment with customer campaigns to drive product adoption and keep your customers coming back. This is a great way to test copy, run A/B experiments, and drive upsell revenue.
- Be a community driver. Bringing your community together doesn’t have to be a big event production. Invite some of your best customers out to dinner. Host a workshop or meetup. There are many low-budget, low-effort ways that you can drive community for your audience. Just avoid any kind of sales pitch. This should be purely to bring people together. You’ll learn a lot about what’s going on in the minds of your audience and will build trust and positive feelings for your brand.
- Do less, better. This is something that can be reflected externally and internally. Externally – pick a lane for your ICP. Marketing to everyone is marketing to no one. Narrow down your audience significantly and create really strong material for that audience. Internally – stop trying to do everything all at once. Choose a few channels, one or two big projects, and do them really well. You’ll get things done faster and will actually get to see results from your actions.
Iris Dings
Senior Content Marketing Manager
Unmuted
- Define and report on positive signals: Not so long ago, many businesses still measured the success of a marketing team or individual in terms of MQLs. Simply gathering lead data does not necessarily mean you’re reaching the right people. The ones who are ready to convert. Identifying signals can indicate whether you are generating qualitative results. An example would be to check if a certain percentage of your ICP visits your website or engages with a LinkedIn post. Defining these positive signals and reporting on them will help guide your decision-making and allow you to scale activities that are truly driving these results.
- Research your audience (at least quarterly but preferably continuously): Ten years ago, it was possible to create marketing materials without speaking to customers, simply because there were fewer players in the market. Channels were relatively new, and internal knowledge was often sufficient to set up marketing campaigns that delivered results. Today, modern B2B buyers conduct their own research and no longer trust businesses as easily as they once did. The only way to achieve positive results with marketing now, is to truly understand your audience and use their needs, wishes, and pain points to create valuable, unique content that sets your product apart from the competition.
- Use a unique POV as input for high-value content: AI is here to stay, and with it comes increased competition. It has made content creation easier for everyone. The only way to stand out is by using the unique perspective of your company’s founders as the foundation for all the content you produce. No one knows more about the product than the founders; they understand exactly why it was built in the first place. This unique point of view should be the baseline for your content. By repurposing this content into different formats and distributing it across multiple platforms, you can drive positive results.
Robbin Stegers
Head of Marketing
12Build
- Refine Your Ideal Customer Profile (ICP). I analyzed our customer base by revenue, churn rate, and product usage, which helped us pinpoint the top 20% of customers and their specific pain points. We then updated our Buyer Personas based on this data and adjusted our marketing campaigns to directly address these challenges.
- Leverage Account-Based Marketing. For each target market, I identified 50 high-potential accounts and ensured all relevant information was captured in Hubspot. Collaborating with country teams, my marketing team developed personalized emails, landing pages, and ads tailored to each account’s unique needs and pain points.
- Find or Optimize Your Differentiated Value. I worked closely with our sales team to understand why customers chose us over competitors—or why we lost deals. Their insights helped me refine our Differentiated Value. We then updated our website and sales materials to highlight our unique benefits prominently.
Sander Kalkman
Fractional B2B Marketing Leader
SaaS Marketing Consultancy
- Stop gating your content. Don’t ask your ICP to fill in their credentials to view some checklist you want them to see… Create ungated content experiences instead. If they like what they see, they’ll come back, don’t worry about that. You can even make sure to add retargeting pixels so you’re sure to keep them engaged with your content and campaigns on the platforms they use;
- Repurpose content and do it video-first. Turn an online masterclass into an article, newsletter, and 10+ video snippets for social. This is not only efficient but also helps you repeat your talking points on multiple channels and plant them in the minds of your audience;
- Get your GTM-leaders active on LinkedIn (or whichever platform your audience prefers). Work with subject matter experts to share your knowledge, build an audience, and get your audience hooked on your people & brand;
- If you’re a startup, consider creating a growth team rather than separate marketing & sales team for better alignment and shared goals. Make marketing responsible for a pipeline target and kick out the leads and MQLs as success metrics. This will help you focus on what matters and make sure your growth engine is optimized for the right goals (revenue over vanity metrics);
- Re-evaluate your outbound playbook and team. Bring on RevOps skills to your team, and utilize tools like Clay & Lemlist to run integrated campaigns at scale. This will help you do more with less;
- Explore the world of fractional marketing leaders if you don’t have the skills in-house but can’t afford a full-timer. They can bring in tons of experience and knowledge, and head you in the right direction for a fraction of the costs of a full-timer (I might be biased with this last tip 😉)
Romana Kuts
CEO & Co-Founder
SaaStorm, B2B SaaS Marketing Agency
I’m all about leveraging what you already have to maximise growth. Here are my top three tips for finishing 2024 strong and setting yourself up for success in 2025:
- Optimize existing content first. Instead of always chasing new content, take a strategic approach by refining what’s already out there. Review your articles published in 2024 — especially those that are underperforming. Q4 is the perfect time to revisit, update, and improve them so you can enter 2025 with a solid foundation for organic growth. A few tweaks can make a world of difference.
- Repurpose and recycle content creatively. You likely have a goldmine of content sitting in plain sight. Internal meeting notes? Turn them into actionable LinkedIn posts. Customer interview recordings? Slice them into video snippets for social media. Old newsletters? Bundle the best insights into checklists or ebooks. This approach not only saves time but also gives your audience valuable content in multiple formats.
- Double down on what’s already working. Q4 isn’t the time to experiment wildly — it’s the time to amplify what’s proven to deliver. Analyse what worked best for you in Q1-Q3. If LinkedIn ads outperform Google ads, shift more budget to LinkedIn and go all in. Focus on scaling up what brought results earlier in the year and drive it home.
By optimizing, recycling, and doubling down, you’ll set the stage for a strong end to the year and be in a prime position to kickstart 2025.
Jan Willem Doornbos
VP of Growth Marketing
Skeepers
Embrace and full focus on creating a demand generation strategy instead of focusing purely on generating leads. Increasing awareness and demand for your product or service. The goal is to expand your audience, build authority, and generate interest in your brand, resulting in high-quality leads.
3 steps to create a demand gen machine:
- Turning marketing into an in-house media agency – creating compelling content – becoming the industry expert.
- Restructuring the content team for demand gen – dedicating resources to content distribution (The idea behind distribution is to produce content your buyers love)
- Hire a masterclass team – talented people will make the difference
Nicoletta Dorizzi
Senior Marketing Manager, Global Campaigns
inriver
- High-Quality Content Marketing: In my experience, creating content that genuinely addresses your audience’s pain points is essential. I find that optimizing this content for SEO significantly boosts its visibility, making sure it reaches those who need it most. Diversifying content formats—like blog posts, whitepapers, case studies, and videos—can really enhance engagement and cater to various preferences. It’s all about delivering value in a way that resonates with your audience.
- Personalization: Personalization has proven to be a game-changer for standing out in a crowded market. Developing detailed customer personas through data analysis and segmenting your audience based on their specific needs makes your communications far more effective. Tailoring your emails, content, and offers to these segments creates deeper connections and drives better results.
- Data-Driven Insights: Leveraging data-driven insights is something I’ve found to be incredibly powerful. Analyzing user behavior, engagement metrics, and market trends allows you to refine your strategies and make informed decisions. Implementing A/B testing and tracking key performance indicators (KPIs) can help you optimize your campaigns and achieve more impactful outcomes.
By applying these strategies, I’m confident that B2B SaaS companies can improve lead generation, enhance engagement, and drive growth in today’s competitive landscape.
Tom van den Heuvel
Founder & CMO
TheGrowthChief.com
- Leveraging UGC-style ads on Meta with a conversion goal: Meta’s algorithm has significantly improved, now efficiently generating quality B2B SaaS sign-ups and subscriptions. User-generated content (UGC) style ads are outperforming traditional formats. Key tactics:
- Problem – solution style content. The first hook should be about the key problem of the audience, then talk about your solution.
- Focusing on authentic, relatable content that showcases the value of the product.
- Optimize for conversion events, not just clicks or engagement.
- You need to have proper (back-end) conversion tracking in place.
- Radically improve positioning and website conversion: I see many B2B SaaS marketers leaving significant revenue on the table due to suboptimal positioning and conversion paths. Prioritize:
- Add exceptional conversion copywriting, strong value proposition, and design.
- Crystallizing your unique value proposition (UVP) through competitor analysis and customer interviews
- Implementing data-driven, problem-solution focused copywriting across all touchpoints
- Continuous A/B testing on landing pages and sign-up flows
- Accelerate experimentation: Getting a culture of rapid experimentation is crucial. One critical area: pricing strategy. Key findings:
- Free trials (7-14 days) are consistently outperforming freemium models in terms of conversion to paid plans
- Test value-based pricing tiers aligned with specific customer segments
Yahly Bar-Lev
Growth & Partnerships Consultant
Partnership Play
- Optimize Listings: Enhance your presence on software comparison sites like G2 with up-to-date profiles and strong reviews.
- Engage Influencers & Video: Partner with “how-to” influencers and create engaging videos to showcase your software’s value.
- Co-Marketing: Collaborate with complementary tools for joint promotions and content, expanding your reach and positioning your product as part of a broader solution.
Nick Geurds
CMO
Datamaran
- Figure out your client profiles and stick to them – building your ICP and GCP and running long-term campaigns on these accounts will help build brand and lead to demand capturing in 2025.
- Leverage (AI) tools to repurpose content accross channels and ensure consistency along the buyer journey.
- Speak to your prospects and clients and better understand their motivations. – will help so much with point 1 and 2
Michelle Wols
Senior Product Marketing Manager
Beyond Products
- Run regular analytics meetings with your broader marketing team – or by yourself, if you’re on your own – and review what isn’t working, and stop doing that.
- Focus, focus, focus. Decide what you will do to generate more traffic and leads and stick to it for a specific amount of time. Decide what success looks like. You’re not going to drive a whole lot of traffic from one day to the next, so you need to know what this channel could potentially bring you, and decide how fast you need to see growth to keep going.
- Is your positioning clear enough? If you’re already driving a lot of traffic, but those people aren’t converting, then something is probably not going well in your positioning. Schedule interviews with your prospects and put it to the test. Ask them about how they perceive your brand, and if they understand how you position and describe your offering.
Jonas Oijevaar
Head of Product Marketing
WCC
I’ll actually leave it with my favorite tactic, and that is: “Personify the Problem – storytelling”.Storytelling is common in B2C and of course also widely used in B2B, but in my view in B2B marketing it’s not “renewed / updated” enough. In many B2B SaaS examples i see just 1 story for the problem, or directly “this is your problem, we have the solution” type of selling. Why not “Personify the Problem”. And of course B2B SaaS companies work with persona’s etc etc, but in many cases this is only used in the Product Teams (building features etc), in many cases these persona’s and stories are not utilized by the marketing team. That’s where the magic happens. Make sure your audience relate to the stories, again “Personify the Problem”. Actually show your prospects the problem they have, create your storytelling around it. Make sure your prospect identify himself with this problem. At the end of the day it’s about selling the true value and when you do, the price a customer is paying (and willing to pay) is irrelevant, because your B2B SaaS solution is actually solving a problem and is not another tool that is proposed by a developer or other “hands-on” worker within the company who wants to follow the latest trends in SaaS tools.
