PR for Software as a Service

Software as a Service (SaaS) was once a differentiator. Today it defines the whole software market.

Back when the Internet was in short trousers, SaaS was the future and PR campaigns revolved around cutting through the jargon; explaining the concept of ‘Cloud’ solutions and the promise that one day we wouldn’t have to install applications using CDs.

SaaS is now the whole market. Journalists no longer care about faster implementation, easier upgrades and lower maintenance costs. Effective SaaS PR campaigns focus on the real benefits. Our campaigns delve into the technicality of the software to bring out the human aspect to focus on how the software will improve or change the life of its users.

Who cares about SaaS?

As end-users we come across SaaS technology in every part of our daily working lives. Salesforce, Slack, Office 365, G-Suite, Zoom, HubSpot, Xero, Eventbrite, SurveyMonkey, Shopify...the list goes on and on. But what makes Zoom better than MSTeams? Or Office 365 better than G-Suite? When boiled down, it comes down to buyer preference and their brand perception of each SaaS provider in the marketplace.

This is why PR for SaaS providers is so important, but now so highly competitive. It has become a crowded marketplace, but a targeted PR campaign can position your business ahead of the rest and get journalists talking about your solution over your competitors. 

Increasing the profile of your key spokespeople through a content driven, thought leadership-based PR campaign will showcase the human element of your business and make them the ambassadors of your brand. You don’t need to explain the technical intricacies - content campaigns should be explaining why the technology has revolutionised a business process or delivered savings to the bottom-line. It is these insights that interest journalists and will ultimately provide and boost the awareness of your business.

UNIQUE CONTENT

Cut out the jargon and cut to the chase. What are the business benefits and who is set to gain the most impact? 

An amazing software feature that whizzes and glows is of little importance - how will it make the user’s life easier?

PROVIDING PERSONALITY

It’s an old cliché, but people buy from people. Positioning your people as experts and make them the interesting ambassadors of your brand. 

This will make your brand more memorable and more attractive to prospects.

NOTORIETY

Telling people you’re great is a turn off. Having other people say that you’re great is a positive referral.

Being at the forefront of industry topics and latest developments allows you to be part of the industry conversation.

We have worked with SaaS providers for well over a decade and in that time it’s hard to think of a technology or concept that we haven’t seen. Below is a case study outlining a SaaS-based PR campaign we executed for US-based Customer Retention Cloud platform, Sailthru.

They arrived in the UK without an active reference site but needed to significantly increase their profile in the UK market to extend their success from the USA. We created a research-led PR programme that not only resulted in great news stories, but also provided thought leadership articles to build on their sales proposition and great content for marketing and sales activity.

“From the outset the ITPR team has always worked to understand our total brand and marketing efforts and to connect the regional story to our global brand and marketing strategy.”

JASON GRUNBERG

Vice President of Marketing | Sailthru

Let's Talk

When you reach out to us to schedule a time to learn more about our services, you won’t be inundated with endless phone calls and emails from eager sales reps. Instead, you’ll talk to David, one of our PR Directors.

You'll chat briefly about your business, your goals and your challenges - and we'll arrange a further call if you think we might be a good fit for you. It’s your call!