Marketing in SaaS
SaaS go-to-market: product-led vs sales-led growth, funnel and PQLs, positioning in a crowded market, and expansion/retention marketing.
This block equips you with a marketing toolkit tailored to Software & SaaS, where growth depends on product-led motions, subscription economics, and multi-channel funnels rather than one-off transactions. You will apply core marketing frameworks (positioning, segmentation, channel strategy) to freemium, self-serve, and sales-assisted SaaS models. You will master the metrics that boards and investors scrutinize, from CAC and LTV to net revenue retention and activation rates, learning how they are calculated and what benchmarks signal health versus risk. Finally, you will examine the regulatory and compliance landscape governing SaaS marketing claims, data privacy in campaigns, and consumer-protection rules, including the checks required before launching campaigns, trials, or pricing changes in this sector.
Ce que vous allez maîtriser
- Apply positioning, segmentation, and channel strategy frameworks to freemium, self-serve, and sales-assisted SaaS go-to-market models
- Calculate and interpret CAC, LTV, payback period, and funnel conversion metrics against SaaS industry benchmarks
- Diagnose retention and engagement health using metrics like NRR, churn, and product activation rates to guide marketing decisions
- Design a pre-launch compliance checklist covering advertising claims, data privacy, and consumer-protection requirements for SaaS campaigns