9 marketing tools every SaaS needs

SEO, Google Ads, landing pages, case studies, social media posts, etc. – the amount of SaaS marketing tasks can feel overwhelming.

Especially if you are a team of one.

But with the right tools, you can automate and speed up your work and get many tasks done while you sleep.

In this blog post, I’m not looking to cover every SaaS marketing tool under the sun. Instead, I’ve curated nine tools I’ve found the most useful for growing my SaaS companies. 

Hotjar

There are a few heat mapping and page analytics tools, but Hotjar stands out for its user-friendly interface and easy implementation. It empowers you to better understand how the B2B SaaS website visitors consume your content and identify areas for improvement.

You can literally watch videos of users navigating your website and application – it’s a time-consuming task but extremely valuable.

Key features

• Heatmaps: Visualize where users click, move, and scroll on your website, helping identify areas that work the best and those that don’t.

• Recordings: Watch actual user sessions to identify pain points.

• Feedback: Collect direct feedback from users to understand their experiences and concerns.

• Surveys: Gather insights and validate decisions with targeted surveys.

• Integrations: Seamlessly connect with tools like Google Analytics, Slack, and Jira.

Grammarly

Grammarly is a tool that I wouldn’t want to lose from my SaaS content marketing tool stack. Everything I write – emails, blog posts, social media posts, landing page copy texts, etc. – goes through Grammarly’s spelling, grammar, and style checker. In addition to error checking, Grammarly excels at recommending alternative phrases and styles for my landing page copywriting.

Key features

• Grammar and spelling fixes: Provides suggestions to improve your writing clarity and correctness.

• Plagiarism detection: Checks for unoriginal content across billions of web pages. This is very useful, for example, if you are working with a new partner.

• Tone and style: Suggests intended tone and style for different audiences and tries to match your previous writing.

• Multiplatform support: You can install Grammarly in web browsers, desktop apps, and mobile apps.

• Security: Grammarly doesn’t sell your user data or use it for advertising purposes.

Supermetrics

If you’ve done social media marketing for SaaS in multiple channels, you must have noticed how time-consuming it is to consolidate reports from various services and compare the data gathered by your web analytics tools.

With Supermetrics, you can bring all that data together in a Google Sheet without technical skills. For example, you might want to get an overview of the budgets and cost per conversion between channels and various campaigns.

Key features

• All metrics in one place: Consolidate your social media metrics (cost, impressions, clicks, conversions, etc.) into one place for easier and faster analysis.

• Automated reporting: Once you’ve gathered all data in Google Sheets, generating automated reports for all marketing team members and other stakeholders to view is easy.

• Integrations: Connect your data to various destinations and services like BI tools and data warehouses.

• Get insights: Combine social media data with your SaaS application data to measure ROI. For example, you might track which campaigns led to free trials and if those specific free trials converted into paying customers.

Leadfeeder

Have you ever wondered what companies are visiting your website? Don’t you believe you can do that? 

Leadfeeder gives you a list of companies based on their IP address and other signals, and you can push that data into your favourite CRM. It’s fully GDPR-compliant to do it (when including Leadfeeder in your cookie banner).

Key features

• Identify companies: Convert anonymous website traffic into identifiable company names.

• Qualify leads: Leadfeeder scores and qualifies potential leads.

• Suggests decision-makers: Getting direct access to contact details of the key decision-makers might smoothen and automate your lead generation process.

• CRM integrations: Sync with major CRM and marketing tools 

Intercom

I’ve got a love-and-hate relationship with Intercom. Countless times, I’ve woken up to a notification in the middle of the night to help a customer. However, Intercom’s clever system and integrated help docs answer most questions without my team lifting a finger.

Intercom is much more than a customer support tool. The integrated product tutorial documents and marketing automation tools help you get new customers and retain old ones.

Key features

• AI agents: You can set up AI agents to reply instantly or assist your human agents.

• Answers the most common questions independently: Automating repetitive tasks allows you and your support team to focus on complex issues.

• Outbound messaging: Onboard, educate, and notify your customers with in-context, automated messages.

Buffer

SaaS marketers sometimes underestimate the power of social media. One of the most common reasons is that it’s hard to measure the outcome, and you’ll need to play the long game and post consistently for years. 

Buffer has kept the flow of social media posts consistent for my SaaS businesses. The tool's simplicity helps me get the job done fast – and Buffer to keep the subscription costs low.

Key features

• Content scheduling and automation: From a single dashboard, you can easily plan and publish posts across multiple social media platforms.

• Analytics: You get insights on your posts' performance and which posts to republish in the future.

• Engagement: You can manage and respond to comments and messages

• Collaboration: Coordinate with team members using approval workflows and permission levels.

Semrush

I’m a big fan of SEO and believe it should be the cornerstone of your SaaS marketing strategy. You don’t need to publish a crazy amount of blog posts, but the sooner you start with a consistent publishing schedule, the sooner you’ll see the results. 

Semrush is my favourite SEO research tool, but you could choose Ahrefs or even Moz as a substitute. With Semrush, I compare each keyword's competition and volume. For example, at the time of writing, the main keyword of this blog post had low competition and a decent monthly traffic volume, so I decided to go for it.

Key features

• SEO research tools: Comprehensive tools for keyword research, backlink analysis, and technical audits to improve organic traffic.

• Content marketing tools: Optimize and enhance your content with actionable SEO tips and AI-driven improvements.

• Competitor benchmarking: Analyze competitor strategies, traffic, and keyword gaps to stay ahead.

• Advertising data: Optimize PPC campaigns, monitor competitor ads, and improve ROI of advertising spend.

Instantly

If you believe email is dead and you are not doing any cold email campaigns for your SaaS, you are missing out!

Instantly is one of the best cold email tools that help you get started cost-efficiently and automatically ensures your emails don’t end up in spam boxes. You can start with Instantly’s contact database and later upload your own email lists. 

Key features

• Deliverability network: Enhance email deliverability and avoid spam filters with an extensive network of real human accounts.

• Lead database: Makes it easy to get started with your campaign.

• AI-powered CRM: An intuitive user interface to manage and nurture leads effectively.

• Powerful analytics: Optimize campaigns with detailed analytics and performance insights.

• Inbox rotation: Manage multiple inboxes/email addresses efficiently to maintain a great delivery rate.

NarrativeBI

Every SaaS company wants to turn a larger portion of the traffic into sign ups and subscribers. However, when you discuss with marketers and conversion rate optimization experts, it quickly becomes evident that finding needle-moving insights from your analytics data is easier said than done.

NarrativeBI is an analytics tool on the track to solve that. Their application analyses your marketing and sales data and turns numbers and dashboards into stories. With built-in AI-powered tools, you can ask questions and find unexpected insights, making NarrativeBI a great addition to the SaaS marketing toolkit.

Key features

• Automated summaries: Automatically turn raw data into actionable narratives and insights.

• Anomaly detection: Get 24/7 monitoring and alerts for unusual data patterns.

• Generative AI: AI-generated insights and answers to data questions.

• Integrations: Connect your Google Analytics, Google Ads, Facebook Ads, and more.

• Slack Integration: Receive insights and alerts directly in Slack.

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I aim to keep this list updated over time. If you’d like your SaaS marketing tool included in the list, don’t hesitate to contact me via Twitter and LinkedIn and I’ll give your tool a go!