SAAS MARKETING GUIDE BY: JUSTIN TALERICO Paid Social Effective use of paid social media varies greatly by target and vehicle. For example, LinkedIn Sponsored Content may work well to amplify a content marketing-focused B2B-targeted SaaS, but it would have near-zero value for a B2C-targeted transactional SaaS. Paid social can have some of the targeting specificity of paid search, with more emphasis on affinity groups and potentially fewer long-tail opportunities. A downside of paid social is that it is likely to convert at relatively lower rates than paid search. SaaS Marketing Channels Quick Reference Asset Use Case Resources Measurement Third-Party Email Leverage third-party audiences to extend 3 Leads/Conversions; Opens; Clicks reach and spread authentic content Nurture Email Stimulate activity, educate, and segment 5 Opens; Clicks; Hand Raisers using targeted content Third-Party Events Leverage third-party audiences to extend 7 Leads; Hand Raisers reach and spread authentic content Owned Events Control the narrative, audience, and 8 Registrants; Attendees; Hand Raisers message via education Organic Search Build an audience with interest and intent 6 Traffic; Keyword/Search Rankings using authentic keywords Organic Social Develop and feed an aligned audience for 5 Social Shares your content and messaging Paid Search Amplify organic content marketing and 7 Leads/Conversions; Clicks search engine optimization Paid Social Amplify organic content marketing and 7 Social Shares social efforts 26 Execute Better. Grow Faster.