NUOPTIMA > Nuoptima Blog: SaaS Marketing Tips and Tricks > From AI to Unbundling: 10 B2B SaaS Marketing Trends on the Rise

From AI to Unbundling: 10 B2B SaaS Marketing Trends on the Rise

September 4, 2023
Updated: November 9, 2023
Reading Time: 17 minutes
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Navigating the world of B2B SaaS can sometimes feel like trying to catch the wind. You know it’s vital, ever-present, and can propel your business to new heights. Yet, just when you think you’ve got a grasp, the currents change. That’s the nature of B2B SaaS marketing trends: elusive but incredibly powerful. Keeping ahead of these trends can often be the difference between harnessing that wind to soar or being left grounded while others take flight. And we get it; amidst the day-to-day running of your business, finding the time and resources to stay updated can feel like a monumental task. 

That’s why we’re here, ready to guide you through the latest shifts and turns in the SaaS marketing landscape. Together, let’s ensure you’re not only up-to-date but ahead of the curve, ready to capture your market’s attention and keep it.

10 B2B SaaS Marketing Trends to Watch Out For

Since B2B SaaS marketing is a rapidly evolving field, it’s vital to embrace new methods to gain an advantage and differentiate yourself from the competition. Thankfully, we’re a B2B SaaS SEO Agency and are here to break down the top 10 B2B SaaS marketing trends you need to implement.

Trend #1 – Customer-Centric Marketing

Customer-centric marketing puts the consumer’s needs at the epicentre of all promotional efforts. Essentially, this means having a clear understanding of who your buyer is, including their needs, preferences, and behaviours. With this information, you can tailor your strategies accordingly. 

As more SaaS businesses adopt this mindset, it will soon become an industry standard, and thus, clients will expect a certain level of personalisation throughout the sales funnel. For instance, customer-first advertising involves:

  • Creating a streamlined, accessible user experience.
  • Providing support through software walk-throughs.
  • Sharing high-value resources to further their success and experience with your product. 

However, that’s not all; the benefits of this trend are numerous. Companies can create targeted campaigns that deeply resonate with their audience, leading to higher conversion rates from qualified leads. Additionally, it can help businesses identify opportunities for upselling and cross-selling, as well as gather valuable feedback.

In truth, the rise of customer-centric strategies shouldn’t come as a surprise. A study found that service quality and experience impacted brand loyalty for 57% of consumers. Furthermore, additional research discovered that if the customer experience was excellent, 52% of consumers were willing to pay more. Therefore, by taking this approach, B2B SaaS companies will build long-term relationships with prospects, increasing retention and referrals.

Slack and Asana are prime examples of companies successfully implementing customer-centric marketing strategies. They use data to understand their audiences’ preferences from the moment they onboard and provide customised recommendations based on those analytics. More specifically, both platforms ask users to input their current priority project and give a walk-through to help users create their first channel or project. By doing so, they have been able to cater to the user’s individual needs and build strong brand loyalty.

Trend #2 – AI and Machine Learning

AI and machine learning are revolutionising marketing by enabling companies to analyse large amounts of data and streamline operations. One report predicted that the global AI industry would read $62 billion in 2022; however, new data shows the market will now reach half a trillion dollars in 2023. These exponential figures highlight the rate at which AI integration is growing. 

Furthermore, this trend is particularly apparent in the B2B sector, with a tremendous 83% of businesses stating that AI is a high priority in their operations. In fact, this number is only set to increase since the amount of companies using AI grew by 300% in 5 years.

So, how can you use AI and machine learning in the context of B2B SaaS? Well, it has already proven useful for automating repetitive tasks, customising messages, and optimising campaigns.

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While you should be mindful of how you implement AI into your processes, it has significant marketing benefits, such as the following: 

  • By automating tasks, companies free up time and resources to focus on more strategic initiatives. 
  • This new technology can help businesses personalise campaigns by analysing data and providing tailored recommendations. 
  • AI models have been pivotal in the rise of chatbots, helping connect customers with support faster and more efficiently. 

By enforcing this, businesses hope to improve the user experience, thus achieving higher engagement and conversions. 

You’ll be able to spot numerous companies experimenting with machine learning, particularly in the SaaS space. For example, the writing assistant Grammarly has started rolling out their GrammarlyGO feature. This new addition uses AI to make smarter editing choices and supports users in more complex requests.

Pros of Using AI in B2B SaaS MarketingCons of Using AI in B2B SaaS Marketing
Enhanced Efficiency: Automates routine tasks, thus reducing manual effort and accelerating processes.Implementation Costs: Initial setup of AI and machine learning can be expensive, especially for small and medium-sized businesses.
Predictive Analytics: Provides insights into customer behaviour, enabling more accurate forecasting and decision-making. Complexity: It requires expertise to set up, manage, and interpret results. Not all teams may have this expertise in-house.
Personalised Experiences: Allows for tailored user experiences based on analysed data, enhancing user satisfaction. Dependency Risks: Over-reliance can make businesses vulnerable if systems fail or algorithms provide incorrect predictions.
Scalability: As businesses grow, AI and machine learning can easily adapt to larger data sets and more complex needs.Ethical Concerns: Potential misuse of data, bias in algorithms, or unintended consequences can arise. 
Continuous Learning: Systems evolve over time, improving their predictions and operations as more data becomes available.Human Touch: AI can’t fully replicate the nuances of human interaction, potentially missing out on deeper relational nuances with clients.     

Trend #3 – Video Marketing

We’ve already seen video marketing dominating social media platforms, but it’s becoming an increasingly prominent way to communicate with leads and existing clients. In fact, the benefits of video marketing are numerous. Visually stimulating content is highly engaging and can capture viewers’ attention more effectively than other forms. This is further backed by a study that found conversions increased by 86% when marketers placed a video on a landing page.

Additionally, they can convey complex information in a concise and appealing manner. According to a study by Hubspot, this format helped professionals better understand their products in 97% of cases. Furthermore, viewers can easily share videos via social media, email, or direct messages with their network, increasing their reach and potential impact.

By creating visual content, B2B SaaS companies can engage with their audience by showing product features, providing tutorials and demos, and sharing customer success stories. Plus, it’s particularly effective in grabbing the attention of busy professionals who may not have the time or patience to read long text-based content. Video marketing has a lot going for it in the SaaS space, it can even make customers 64% more likely to make a purchase.    

Trend #4 – Native Ads

Native ads are a form of advertising that seamlessly blends in with the surrounding content, making it less intrusive and more engaging for the audience. Considering their integration is less jarring to website visitors, and we know customer-centric approaches are on the rise, it makes sense that native ads are growing in popularity, too. They are designed to match the look and feel of the platform on which they are displayed, making them appear more like editorial content than traditional advertisements. 

Interestingly, by blending in with the surrounding page, native ads are less likely to be ignored or blocked by users. A study by Sharethrough found that people looked at native ads 53% more than display or banner ads. Thus, utilising these provides a more seamless and enjoyable experience, as they do not disrupt the flow of content. For this reason, native ads could make the viewer’s perception of your brand more appealing, leading to higher conversions and brand loyalty.

Trend #5 – Customer Retention Optimisation

The days of prioritising acquisition may be behind us. Since it costs more to attract new customers to a platform, more B2B SaaS businesses are upping their retention approach to maximise lifetime value. In essence, this involves providing excellent customer service, keeping ahead of software updates, listening to feedback, and continuously engaging with clients to build long-term relationships.

Furthermore, loyal users are more likely to recommend your software to their network if they feel valued and find the platform helpful. This knock-on effect can lead to new customer acquisition through word-of-mouth or referrals.

Trend #6 – Adopting Automation for Scaling

For SaaS companies, automation tools stand as a reliable way to scale operations without disrupting your current model. Many businesses do this to automate repetitive tasks, such as email marketing and social media management. 

By setting up these processes, you can nurture leads without lifting a finger, guiding them through your sales funnel effortlessly. Whether through targeted emails or educational content, you’ll be able to reach a larger audience and tailor messages at scale. Furthermore, automation can improve efficiency and productivity, leading to cost savings and increased revenue.

Trend #7 – Seamless SaaS Integration 

Imagine having to manually transfer data from one software system to another every single time, or worse, not being able to do so at all. Time-consuming, isn’t it? This is why seamless integration in the B2B SaaS world is such a game-changer.

At its core, seamless integration enables your SaaS product to effortlessly connect and communicate with a variety of other software systems, from CRM systems like Salesforce to marketing automation platforms such as HubSpot and support tools like Zendesk. This isn’t just about reducing manual work; it’s about creating a unified ecosystem where data flows smoothly and securely, helping businesses operate with improved agility and efficiency.

Now, let’s delve deeper into the benefits:

  1. Streamlined Workflows: By facilitating automatic data sharing across platforms, businesses can ensure that different teams – be it sales, marketing, or customer support – are always on the same page. This can speed up processes and reduce the risk of misunderstandings or miscommunications.
  2. Enhanced Data Accuracy: Manual data transfers aren’t just tedious; they’re prone to errors. With seamless integration, the need for repetitive manual entry diminishes, reducing the chance of mistakes and ensuring data remains consistent across platforms.
  3. Optimised User Experience: Let’s take an example here. Suppose a user logs a support ticket via a platform integrated with your product. Rather than having to juggle between multiple systems to access customer information, support histories, or product usage details, everything is instantly available within the integrated system. This can lead to quicker issue resolution and a more satisfying customer experience.

To put it briefly, in today’s interconnected digital landscape, allowing your B2B SaaS product to integrate smoothly with other tools isn’t just a nicety – it’s a necessity. It paves the way for enhanced collaboration, better decision-making, and an overall improved user experience.

Trend #8 – Unbundling SaaS Products

In a world that increasingly values specialisation and personalisation, the ‘one-size-fits-all’ approach to SaaS is evolving. Enter the age of unbundling SaaS products.

Imagine a multi-tool equipped with a dozen different functions. While it’s a marvel of utility, not every user needs every feature. Wouldn’t it make sense to offer the individual tools separately for those who just want a particular function? This is the essence of unbundling SaaS products. By dissecting a comprehensive SaaS offering into smaller, distinct products or features, companies are granting their customers the flexibility to select exactly what they need without the extras they don’t.

Unbundling has its share of perks. For starters, it allows businesses to finely tune their solutions, addressing precise user needs or industry-specific use cases. Take, for instance, a comprehensive marketing platform. While it might offer everything from email automation to social media scheduling, not every business needs it all. A local bakery might just want the email marketing feature, while a tech startup might be more interested in tracking website analytics. Unbundling lets each customer get precisely what they want, often at a price point that’s more aligned with the value they’re receiving.

This approach also hands companies a strategic edge. In a crowded SaaS market, standing out can be a challenge. By unbundling and targeting niche segments, companies can position themselves as specialised leaders in particular domains. It’s like becoming the go-to expert in one field rather than a jack-of-all-trades.

In summary, unbundling isn’t just about breaking things apart. It’s a thoughtful recalibration of what’s offered, ensuring each client feels seen, understood, and catered to.

Trend #9 – Usage-Based Price Strategy

Following on from the move towards more tailored SaaS solutions with unbundling, there’s a complementary trend gaining traction: the shift towards a usage-based pricing strategy.

Instead of the traditional flat-rate subscriptions, where you pay the same fee regardless of how much (or how little) you use the service, usage-based pricing is akin to paying for the exact amount of electricity or water you consume. It’s a model that directly correlates to the value a customer derives from the product.

What’s the charm of this approach? For starters, it instils a sense of fairness. Businesses can scale their costs in tandem with their growth or needs. A budding startup might only need minimal resources in the early stages and, as such, would pay less. But as it scales and its demands increase, its expenditure on the SaaS product will align proportionally.

Furthermore, this model creates a win-win situation. Customers are often more inclined to try out a product when they know they’re only paying for what they use. This can lower the entry barriers for those on the fence about committing to a new platform. On the other side of the spectrum, companies stand to benefit from customers who turn into power users, racking up higher costs as they leverage more of the product’s capabilities.

Lastly, user satisfaction gets a boost. As we saw with the unbundling trend, there’s a certain satisfaction in paying only for what you use. Customers appreciate the autonomy of tailoring their software suite to their needs, potentially fostering greater loyalty in the long run.

In essence, usage-based pricing fosters a more organic relationship between the user and the SaaS provider. It encourages exploration without hefty upfront commitments while also ensuring that those who dive deep into a product’s offerings are truly getting their money’s worth. As the SaaS landscape evolves, strategies aligning costs with value will likely become the gold standard.

Trend #10 – Self-Serve Sales Strategy

The digital age has fundamentally transformed how we buy and consume products, and the SaaS industry is no exception. More and more, people are leaning towards a direct approach, epitomised by the burgeoning trend of self-serve sales strategies.

In a nutshell, a self-serve sales strategy empowers the consumer to take the reins. Think of it like using a self-checkout at a supermarket: you pick what you want, scan, pay, and you’re on your way. In the SaaS context, users can independently discover a product, sign up, make a payment, and even tap into support resources, all without having to wait for a human touchpoint.

Why is this shift significant? For businesses, it represents a substantial saving in terms of sales and support costs. No more middlemen means faster processes, reducing overheads and allowing companies to focus their human resources on other critical areas.

For customers, this strategy aligns with the contemporary desire for instant gratification. When someone decides they want to try a new software tool, they don’t necessarily want to wait for a callback or navigate through a lengthy sales pitch. They want access now. The immediacy of a self-serve approach can greatly enhance the user experience, removing potential roadblocks or friction that can deter a would-be client.

Additionally, in an era where autonomy and privacy are prized, many individuals prefer a purchase experience free from sales pitches and follow-up calls. The self-serve model caters to this demographic, drawing in those who’d rather explore at their own pace, on their own terms.

Stay Ahead of B2B SaaS Marketing Trends With NUOPTIMA

In an ever-evolving B2B SaaS market, the status quo can change overnight. This volatile landscape demands a proactive approach, which is precisely what NUOPTIMA offers. With the constant emergence of new marketing trends, it’s imperative to have a team that not only monitors these shifts but skillfully integrates them into your growth strategy.

  • Adaptive Agility: Our strength comes from our ability to adapt and weave emerging trends into a cohesive narrative that aligns with your brand’s mission and values.
  • Expertise in Key Areas: We utilise AI, video marketing, and native ads as instruments in your growth symphony, not merely as tools.
  • Proactive Approach: At NUOPTIMA, we don’t just react to changes; we anticipate them, keeping you ahead of the curve.
  • Seasoned Growth Managers: Collaboration with experienced professionals ensures your SaaS offerings don’t merely find a market, but carve out their unique space.
  • Holistic Strategy Development: Our dedicated team crafts comprehensive strategies that resonate with your specific goals.
  • Committed Partnership: We consider ourselves an extension of your team, calibrating our strategies to mirror your vision and never losing sight of your unique identity and objectives.

In essence, NUOPTIMA is not just about growing your audience; it’s about growth-minded marketing. With a focus on both the present landscape and future horizons, we ensure that your business doesn’t just navigate the SaaS ecosystem but leads it.

As the B2B SaaS landscape continues to evolve, so does the journey to success. Let NUOPTIMA be your compass, guiding you through the intricate maze of trends, ensuring every step you take is one towards unparalleled growth. Reach out to us, and let’s sculpt the future together.

Conclusion: Embracing B2B SaaS Marketing Trends for Success

As you can see, many of these B2B SaaS marketing trends overlap. For example, as the self-serve model rises, you’ll see more businesses adopting AI and automation to make their software easier to navigate and personalise. Combining these tactics can streamline the sales funnel, deliver genuine value to customers, and minimise human touchpoints. 

That said, with any new industry development, we urge you to be mindful of how you apply it to your SaaS offer. Always ensure your efforts align with your ideal buyer and meet their needs. For example, it would be counterintuitive to implement a self-serve model if your clients expect a hand-holding approach and one-to-one consultations. In many cases, you may even adopt a hybrid approach. 

In conclusion, embracing B2B SaaS marketing trends is crucial for companies to stay competitive and succeed in the market. For more support scaling your B2B SaaS operations, book a call with the NUOPTIMA team today. Our growth experts are on hand to chat about the best strategies to take your business to the next stage.


What are the three trends of B2B marketing?

In the dynamic realm of B2B marketing, three notable trends have emerged. Firstly, automation tools enhance efficiency and personalise outreach. Next, there’s a shift towards solution-focused messaging, with brands crafting content that specifically addresses the challenges faced by potential customers. Lastly, with seamless integration on the rise, SaaS products must easily connect with other platforms, offering enhanced user experiences.

How do I market my B2B SaaS?

Marketing your B2B SaaS effectively revolves around understanding and leveraging the latest trends. A key trend to tap into is the use of AI and machine learning for personalisation, which allows for more tailored experiences based on user data. Additionally, taking a customer-centric approach in all your marketing efforts ensures you’re addressing your target audience’s real needs and challenges, leading to more meaningful engagements.

How do I get more leads for B2B SaaS?

Boosting your lead generation for B2B SaaS involves more than just reaching a wider audience; it’s about attracting the right audience. By taking a customer-focused approach and offering value-driven initiatives like webinars, you position yourself as an industry expert. Moreover, investing in SEO-rich content ensures your brand becomes more discoverable to those actively seeking solutions you provide, resulting in more qualified leads.


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By: Alexej Pikovsky

CEO & Founder


Alexej spent 10 years in investment banking, venture capital and private equity. Running the wider group’s brands and building one of Europe’s fastest growing growth agencies, Alexej is well positioned to advise founders and funds. Alexej graduated MSc from Imperial College London and is a fellow of the German Academic Scholarship Foundation.

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