SaaS Marketing Course

Lesson 1 • Key SaaS Metrics and Their Meaning

Defines ARR, MRR, churn, LTV, and CAC as the language of SaaS performance. Marketers who master these metrics align campaigns to business outcomes.

Lesson 2 • How SaaS Differs from Traditional Software

Contrasts subscription delivery with perpetual licensing across revenue, cost, and customer relationship dimensions. Grounds all subsequent marketing strategy in SaaS-specific economics.

Lesson 3 • Pricing Models and Their Marketing Impact

Examines freemium, free trial, usage-based, and tiered pricing and how each shapes acquisition strategy. Pricing decisions directly constrain or enable marketing tactics.

Lesson 1 • Jobs-To-Be-Done Research Methods

Applies the jobs-to-be-done framework to uncover the functional and emotional outcomes buyers seek. Findings directly inform positioning and feature messaging.

Lesson 2 • Buyer Persona Creation for SaaS

Translates ICP data into human-centered personas covering roles, goals, and objections. Personas anchor copywriting, content, and sales enablement materials.

Lesson 3 • Translating Research into Actionable Segments

Converts raw research into prioritised market segments with distinct go-to-market approaches. Segmentation decisions determine channel mix and budget allocation.

Lesson 4 • Competitive Landscape Analysis

Structures a repeatable process for mapping direct, indirect, and status-quo competitors. Competitive intelligence feeds differentiation strategy and objection handling.

Lesson 1 • Messaging Validation and Iteration

Applies qualitative and quantitative methods to test whether messaging resonates before full deployment. Iterative validation prevents costly misalignment between copy and buyer expectations.

Lesson 2 • Positioning Theory for SaaS Products

Covers April Dunford's positioning framework adapted for subscription software markets. Strong positioning reduces sales friction and improves conversion at every funnel stage.

Lesson 3 • Crafting a Core Value Proposition

Builds a single, testable value proposition statement grounded in ICP research and competitive gaps. The value proposition becomes the anchor for all downstream messaging.

Lesson 4 • Messaging Hierarchy and Pillars

Organises supporting claims into a three-to-five pillar messaging architecture aligned to buyer priorities. Consistent pillars ensure coherent communication across channels and teams.

Lesson 1 • SEO for SaaS Growth

Covers keyword research, on-page optimisation, and link-building tactics specific to software products. SaaS SEO drives compounding, low-CAC pipeline that supports long-term growth.

Lesson 2 • Conversion Rate Optimisation for SaaS

Applies CRO principles to landing pages, pricing pages, and trial sign-up flows. Higher conversion rates reduce effective CAC without increasing ad spend.

Lesson 3 • Paid Acquisition Channels

Evaluates search, social, display, and review-site advertising for SaaS customer acquisition. Paid channels accelerate pipeline when organic reach is insufficient or too slow.

Lesson 4 • Content Marketing Strategy and Execution

Builds a content strategy tied to buyer journey stages, search intent, and ICP pain points. Systematic content production compounds organic traffic and pipeline over time.

Lesson 1 • Product-Led Growth Principles

Defines PLG as a go-to-market strategy where product usage drives acquisition and revenue. PLG reduces reliance on sales-heavy motions and lowers blended CAC.

Lesson 2 • In-App Messaging and Engagement

Uses tooltips, banners, modals, and checklists to guide users toward key behaviours and upgrades. In-app messaging converts free users to paid without requiring sales intervention.

Lesson 3 • Viral and Referral Loop Design

Constructs inherent virality and incentivised referral mechanisms that grow the user base organically. Viral loops compound growth without proportional increases in marketing spend.

Lesson 4 • Designing Onboarding for Activation

Builds onboarding sequences that guide users to the aha moment as quickly as possible. Activation is the strongest predictor of long-term retention in PLG products.

Lesson 1 • Building Customer Advocacy Programmes

Converts satisfied customers into active advocates through case studies, reviews, and referral programmes. Advocacy lowers acquisition costs and increases prospect trust at scale.

Lesson 2 • Lifecycle Email and Nurture Programmes

Designs automated email sequences that deliver value, drive feature adoption, and flag at-risk accounts. Lifecycle programmes scale personalised communication without proportional headcount growth.

Lesson 3 • Upsell and Cross-Sell Strategies

Identifies expansion triggers and designs campaigns that grow account revenue through upgrades and add-ons. Expansion revenue carries near-zero CAC and dramatically improves unit economics.

Lesson 4 • Understanding and Measuring Churn

Distinguishes voluntary from involuntary churn and logo churn from revenue churn with precise measurement methods. Accurate churn diagnosis is the prerequisite for effective retention intervention.

Lesson 1 • Attribution Models and Their Trade-Offs

Compares first-touch, last-touch, linear, time-decay, and data-driven attribution for SaaS buying cycles. Choosing the right model prevents misallocation of budget across channels.

Lesson 2 • SaaS Marketing Measurement Framework

Establishes a hierarchy of metrics from activity to pipeline to revenue aligned with business goals. A coherent framework prevents vanity metric reporting and focuses optimisation effort.

Lesson 3 • Cohort Analysis and LTV Modelling

Uses cohort analysis to understand retention curves and build forward-looking LTV projections by segment. LTV models justify CAC investment and inform channel budget decisions.

Lesson 4 • Reporting, Dashboards, and Insights

Translates raw data into executive dashboards and actionable weekly reports for marketing teams. Effective reporting accelerates decision-making and builds organisational trust in marketing data.

Lesson 1 • Marketing Budget Planning and Allocation

Builds a budget model that allocates spend across channels based on CAC targets and pipeline goals. Disciplined budget planning prevents over-investment in low-return channels.

Lesson 2 • Growth Experimentation and Iteration

Embeds a structured experimentation culture that continuously tests hypotheses across channels and messages. Systematic experimentation is the mechanism by which SaaS marketing compounds over time.

Lesson 3 • Sales and Marketing Alignment

Establishes shared definitions, SLAs, and feedback loops between marketing and sales to maximise pipeline conversion. Misalignment between these functions is the most common cause of GTM failure.

Lesson 4 • GTM Strategy Architecture

Integrates ICP, positioning, channels, and pricing into a unified go-to-market plan with clear sequencing. A documented GTM strategy aligns marketing, sales, and product around shared growth priorities.

Lesson 5 • Scaling Marketing Operations

Designs the processes, tooling, and team structures needed to scale marketing output without proportional cost increases. Operational maturity determines how efficiently growth compounds over time.