Top 10 SaaS Product Marketing Trends for 2021
Product marketing is more than an emerging trend among SaaS. In 2021 product marketers are leading the growth of their SaaS products. Their function is already consolidated in bigger companies and smaller businesses who don’t have a dedicated employee for the role are also implementing their best practices.
2020 will be remembered as a year of disruption: although it was a tough year for many industries, it brought huge opportunities for SaaS. The pandemic required most of the workforce to start working from home without previous notice and shifting most of the processes and purchases online.
In 2021 we’ll see these trends are going to continue, deepening the importance of SaaS in all businesses. That’s when product marketing can make a big difference: with plenty of tools and resources out there, product marketers have to develop a successful strategy to position their product in a more and more competitive market.
Here are the top 10 SaaS product Marketing trends to watch out for in 2021:
- 1. Product-led strategy
- 2. Niche SaaS
- 3. Demos, video, and VR demonstrations
- 4. Automated Customer Success
- 5. Data Enrichment
- 6. Mutual Partnerships
- 7. Push notifications
- 8. No- code tools
- 9. Video marketing
- 10. Multi-channel marketing and selling
1. Product-led strategy
Gone are the days where you were given a certain product, and you just had to reach out leads and try to sell it. SaaS Product Marketing is moving towards a product-led strategy, where the product is the core and value adding asset. Your product, its evolution and the problems it solves for your users are the focus of this approach, so that it sells for itself.
Product teams should gather feedback and listen to customers to determine the upcoming new features and changes needed to support the changing demand and environment.
2. Niche SaaS
As all businesses start taking their processes online, available tools might not be enough for newcomers, with specific needs and particular requirements.
Something we will start to see more and more in 2021 are niche SaaS, which will be created to attend special demands that other general SaaS products cannot fulfill.
This will create huge opportunities in markets that might have been ignored or generalized in a broader category. The result will be a huge value creation for end-users and business opportunities for new SaaS or exiting SaaS launching new niche products.
3. Demos, video, and VR demonstrations:
Despite the whole discovery and purchase process getting faster and faster, customers still want to get a substantial amount of knowledge on a product before purchase. There is a new standard in information about products potential customers expect, particularly for service products. Demos and video demos are very popular and almost 100% necessary for digital products.
What’s most important is that potential customers are able to check out products quickly and understand their features immediately to determine if it fits their needs. There are so many alternatives and competitors, it’s important your potential customers understand the value right away. Don’t mince words on your landing pages, sales pages, and descriptions: get straight to the value and features.
4. Automated Customer Success
With this shift to online processes, Customer Success will play a key role for user acquisition, engagement and retention.
Customer success is much more than a live chat in your website or app, which is a trend that has almost been imposed to all sites lately. What we’ll see more and more is automated customer success.
To ensure long-term customers, you need to make sure they don’t need to ask for questions. Or, if they do, there are automated processes in place that will lead them to the answers. An exceptional onboarding for new clients, chatbots, easy-to-find educational content, and new features adoption are all part of this trend.
5. Data enrichment
Data is a very valuable asset for SaaS and as users collaborate and move their processes online, they also leave traces of their behavior and preferences. That’s where data enrichment can be a great resource to acquire new leads, personalize SaaS messaging and engage users.
With data enrichment you can get additional information from your website visitors (with their consent), to have a deepen knowledge of your audience, send targeted messages and automate processes more efficiently.
This trend of additional information available, will lead to even more personalization, which will lead to better performing product marketing strategies and improved results.
6. Mutual Partnerships:
Many companies are joining forces to offer their target customers a blend of two of their favorite experiences. As naturally more products and services are connected and used in tandem online, companies are seeing opportunity for collaboration. Most examples of this are is software and apps, but there are eCommerce products as well. Not only does the natural use help marketing the products but often the co-branding combines the strength and audience of two closely linked brands. Some examples include Uber and Spotify (music on your ride), Bumble + Instagram + Spotify (create a complete dating profile), and even us: Beamer + Intercom (live chat and news feed updates). Many of these brands cross over in target audience and a partnership can really help boost sales for both. You can also partner with your customers. Affiliate programs can be very helpful in drawing new leads and customers just like your current base by using their influence and reach to the mutual benefit of you both.
7. Push notifications:
As consumers online open emails and single-digit rates, it’s been about time marketers start looking at other options to reach customers. A really popular one that is getting higher open and engagement rates is push notifications. The average push notification open rate is 53.3%, which is crazy high. It’s natural for users both on desktop and mobile to receive notifications that open up windows and apps; the whole process requires less work. It’s more in context and direct than sending something to an email inbox. Beamer is a great option for push notifications.
Beamer is a changelog and news feed that sits within your site. You can share updates for anything, including announcements for new features, on it and add photos, videos, GIFs, and CTAs. It opens up when someone clicks the “What’s New” tab in your navigation or icon in your interface. It acts as a central place for all your updates and messages. Beamer has the option to enable push notifications so that those who have visited your site who have opted in get a message when you post an update. When they click, they return to your site with the Beamer feed open. It’s a great way to bring back interested leads or customers and engage them on your site right away.
8. No- code tools:
SaaS is about constant improvements and rapid changes. And usually development teams are too busy to work on urgent stuff. That’s why no-code tools are the perfect solution to implement updates or have new data resources without coding skills. The number of this type of tools is increasing (luckily) and they can be applied to the most common marketing needs, such as landing pages or email automations to more complex processes such as heatmaps, or AI-driven chatbots.
Beamer is another example of a no-code tool. You can install it in you website or app in a few minutes to have your own product’s changelog or company’s newsfeed.
9. Video marketing:
Video has been outperforming other mediums heavily exponentially over the last few years. Thanks to YouTube, it’s exploding on social as the preferred medium of social media users. Marketers who use video grow revenue 49% faster than non-video users. Promotional videos and video content outperform simple branded posts and are much more engaging. Video production can be expensive, especially for professionally shot videos but there are so many emerging tools that are helping marketing teams produce effective videos quickly. Wave Animatron has a ton of stock video and photo and a drag and drop editor that helps you make quick branded content. Shakr is also amazing for making super graphic brand videos to announce sales, new products, etc.
10. Multi-channel marketing and selling:
The average customer of yours has multiple platforms online they’re apart of and check regularly. They all make up their collective profile and personality online. Many companies are taking advantage to get to know and engage their target customer across multiple channels. It’s imperative your brand has multiple active profiles and you interact with your customers across them. Many brands are taking advantage of using social media profiles to present different offers and sell directly from the platforms, which customers are moving towards. Now is the time to beef up those profiles and make them the first point of engagement with customers.
As a product marketing manager, you need to ensure your customers get the right understanding and value of your product, easy and quickly. Jumping on board and understanding these trends well are imperative to staying relevant and moving at the right velocity with your target audience and competitors.