18 underused tactics in SaaS marketing that deserve more attention

In a world where every SaaS company is fighting for the same buyer’s attention, the difference between good and great marketing often lies in overlooked tactics. To uncover the strategies most teams miss, we asked a group of leading B2B SaaS marketers one simple question: What are three underused tactics in SaaS marketing that deserve more attention? Here is what they said;

Jordy van Gent
VP, Revenue Marketing
Puzzel

1. Customer-Led Growth Beyond Case Studies
   Move past static testimonials. Build structured advocacy programmes where customers co-create content, appear in webinars, and fuel thought leadership. Their credibility shortens sales cycles far more effectively than brand campaigns.
   
2. ICP Discipline
   Most GTM teams chase too many segments. A clear, data-driven ICP improves messaging, pipeline quality and conversion. Stay disciplined, refine it constantly and cut distractions.
   
3. GTM Execution
   Strategy is worthless without execution. Growth comes when marketing, sales, product and success are aligned, measured on the same outcomes and consistent from first touch to renewal.

Mark Appel
CMO
Sendcloud

1. Promotions
   It seems like an unwritten rule that promotions are not allowed within B2B SaaS marketing. The only promotion, more a best practice, is providing a free 30-day trial for your software. That’s maybe something we can learn from the FMCG in the B2C domain and it doesn’t have to be that extreme, there is always a middle ground. Like in any industry there is also seasonality in B2B SaaS so why not generating incremental revenues with some relevant promotions during summer to get your audiences acquainted with your platform?
   
2. Multi disciplinary teams
   For me it is still hard to understand how to run such a complex discipline as marketing having a functional organizational structure. About 15 years ago I switched to an agile multi-disciplinary team set-up focused on customer segments or specific customer life-cycle stages. Otherwise in my view the inside-our view remains rather than having that customer centric outside-in view.
   
3. Build paid media reach for blogs
   A blog remains a perfect asset to give your point of view and share knowledge in a decent way. Still many times the blogs are a kind of hidden on the website and only promoted through the owned and earned media channels. I am a big fan of building reach for your blogs through paid media to drive even more traffic. Most of the time high quality content which works perfectly fine in the mix with your demand generation ads.

Sander Van Gelderen
CMO
Effectory

1. Your Team: Hidden Growth Lever
   The thing I’m most passionate about. We often search outside for growth, while the biggest lever is right in front of us: your own marketing team. When you really listen, coach, and align people around clear goals, you unlock a huge amount of creativity and execution power. I’ve seen productivity rise and engagement improve by 20% simply by creating trust, clarity and stronger collaboration. Your team isn’t just there to deliver campaigns, they can become the true growth engine if you invest in them. And the best part? You might not even need to hire.
   
2. Turn Sales & Support Calls into Marketing Assets
   Your best marketing stories are already happening in conversations with customers. Record, analyze, and repurpose them: objections become a blog posts, “aha moments” turn into videos, and pain points fuel our messaging. This is authentic content that builds trust because it comes directly from the field.
   
3. Stop Chasing MQLs, Focus on Real Demand
   The MQL chase is outdated. Instead, ungate your content, let your audience consume freely, and focus on where intent signals really live. Use intent platforms to measure demand generation, and make your website the centerpiece of capturing it. High-value buyers don’t want to be “qualified”, they want education and answers. Give them an easy path.

Sjeel Koster
Fractional CMO
Billy Grace

1. ICP-Infused Campaigns
   Too many SaaS teams stop at (or even forget to) define their Ideal Customer Profile, they don’t inject it into the actual creative, messaging, and channel mix. ICP-infused campaigns go beyond “who we target” to how we speak, what we show, and where we show up. That means building campaigns where the problems, triggers, and buying moments of your ICP are visible in every asset, from LinkedIn ads to sales enablement decks.
   
2. Churn-Prevention Content Loops
   When we think tactics, we almost always think acquisition first. Big mistake. Your product marketing team should know exactly why customers churn, and those insights should drive targeted education, onboarding, and re-engagement campaigns. Build content loops that directly address those pain points, turning at-risk users into long-term advocates while lowering acquisition pressure on the business.
   
3. Double Down on What Works
   This one might seem obvious, but it’s not. In early-stage SaaS, too many teams spread themselves thin chasing every possible channel instead of doubling down on the one or two that actually move the needle. Identify your highest-performing play, then triple down: increase spend, release new creative variations weekly, expand targeting to lookalike audiences, and repurpose top content across multiple formats. Momentum compounds fastest when you feed your winners before you diversify.

Hugo Pereira
Fractional CMO
Frends

1. Executive thought leadership
   Few SaaS players still fully leverage their executives as trusted industry commentators or opinion makers. Maybe they use the founder or CEO, but they miss opportunity to run consistently, authentic thought leadership (through newsletters, interviews, or even quick LinkedIn reflections) in various mediums.
   
2. Small curated events
   With so much noise online, events can have a powerful comeback. Especially owned-events, where you control the experience of the customers or participants is a must over tradeshows. Plus points if you do creatively with perhaps a famous chef onboard, or some crazy experience while at the event.
   
3. Internal champion enablement kits
   Especially for SaaS going upmarket selling to bigger enterprises, where the buyer often has to sell your product internally, and they’re under-equipped. So building decks, ROI calculators, battle cards, objection-handling FAQs, can make a whole difference.

Julia Goelles
VP Marketing
Parloa

1. Brand Like B2C, Sell Like B2B
   SaaS marketing doesn’t have to feel corporate and predictable. Borrow B2C tactics but aim them at your exact buyer segment. For example, tie campaigns to industry-specific peak moments: an HR SaaS could run a “Back-to-Work” campaign in September, a FinTech SaaS could riff on tax season or major budget cycles, and a MarTech SaaS could align with the Super Bowl or Black Friday when marketing spend spikes. Style your content like a B2C magazine instead of a PDF whitepaper, but keep the themes laser-focused on your audience’s actual challenges. That way, the creative punch leads to conversions and, ultimately, revenue.
   
2. Guerrilla Event Marketing
   Go beyond the standard booth setup (or skip it altogether) and use creative, low-budget plays to capture attention at industry conferences. Think branded coffee sleeves at the nearest café, sponsoring Uber rides to the venue or hosting a pop-up event nearby. These unexpected touches often spark more buzz than traditional expo-floor marketing.
   
3. FOMO
   Create a Sneak Peek and Waitlist for the Next Big Launch – Turn your next big product release into an event by first teasing it with a special, exciting sneak peek—think a polished video, bold teaser asset or behind-the-scenes reveal that truly piques interest. Follow it up with a waitlist that offers limited early access, creating a sense of exclusivity. To amplify the effect, tie the sneak peek to a company-wide LinkedIn activation, with employees sharing the announcement across their networks at the same time. This coordinated buzz not only builds anticipation but also creates urgency and FOMO that drives sign-ups.