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
A SaaS marketing site typically needs frequent page-level experimentation — new landing pages for campaigns, comparison pages, use-case pages — at a pace that should not depend on engineering's product roadmap and deploy schedule.
What the platform needs to support
- Marketing team publishing and editing pages independently of the core product codebase.
- Fast page load, since paid traffic is sensitive to load-time drop-off.
- Easy A/B testing of headlines and CTAs on high-traffic landing pages.
- Clean separation from the product app's authentication and routing, to avoid engineering bottlenecks.
Common setups that work well
A dedicated marketing site on a modern CMS or site builder, on its own subdomain or path, decoupled from the product application's codebase, is the most common setup for SaaS companies past early stage. It lets marketing move at its own pace.
If every new landing page needs an engineering ticket, your marketing team's pace of iteration is being decided by someone else's roadmap.
Early-stage simplicity
At a very early stage, a simple, fast site builder is often the right call — the priority is validating messaging quickly, not architecting for a scale the company has not reached yet.
The takeaway
Choose a platform that lets marketing publish and test new landing pages without needing an engineering deploy — speed of iteration matters more here than almost anywhere else.
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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