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Executive summary & key findings

EXECUTIVE SUMMARY

In November 2020, we asked SaaS Marketers about their marketing strategies as we head into 2021. After a challenging year, how confident are they in their strategies? Which tactics are they using and planning on using more, the same, or less? Where is there room for growth and improvement? Do SaaS Marketers feel they’ve mitigated the effects of COVID?

KEY INSIGHT #1

SaaS Marketers remain bullish, despite a challenging and unpredictable year.

After a year of uncertainty, most respondents are Confident, or Very Confident they have mitigated the effects of COVID.

Respondents confident that they have mitigated COVID

Respondents have high confidence they have the right talent on their teams. Eighty-eight percent indicate they are Confident, or Very Confident - the highest confidence score on the survey.

Respondents confident that they have the right talent in place.

KEY INSIGHT #2

SaaS Marketers are confident in their
strategies.

MARKETING STRATEGIES

As mentioned, respondents are most confident in their talent; they are also confident in their growth plan and marketing tech stack strategies, indicating they have the people, the path forward, and the foundation to be optimistic. On average, only about 14% of respondents indicated they were Not Very Confident on these three components of strategy.

Relative to other strategic components, respondents indicate they are the least confident that their messaging resonates with their target audience and that their pricing aligns to the market.

Percentage Confident or Very Confident

KEY INSIGHT #3

SaaS Marketers confidence varies by company size, tenure, and roles.

CONFIDENCE GAPS

Get the full report to gain a better understanding of the confidence gaps that exist by company size, tenure, and roles.

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saas marketers confidence report