Choosing a marketing agency for a SaaS company
What to ask a marketing agency before hiring them for a SaaS company, and why understanding activation and retention matters more than campaign creativity.
4 min read
SaaS marketing has a long list of moving parts across acquisition, activation and retention. This checklist covers the areas worth a regular review, beyond the one-time work of building the initial site and campaigns.
Website and SEO
- Use-case and comparison pages current and not neglected in favour of the homepage.
- Sign-up form asks for the minimum viable information.
- Page speed checked on the marketing site specifically, not just the app.
Ads and conversion tracking
- Activation events, not just sign-ups, fed back into ad platforms as conversions.
- Lead scoring weighted toward product usage over marketing engagement.
- Demo no-show rate tracked and a follow-up process in place.
A SaaS company that only tracks sign-ups, never activation, is optimising its marketing for the wrong outcome.
Retention marketing
- Onboarding email sequence triggered by behaviour, not a fixed schedule.
- Net revenue retention and logo retention reviewed separately each quarter.
The takeaway
Review activation rate by acquisition channel monthly — it is the number most likely to reveal a channel bringing in the wrong kind of sign-up.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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