B2B SaaS Product Marketing

KloudPortal is B2B SaaS Product marketing agency focused on helping software-as-a-service businesses make qualified leads and grow their user base. We understand your product, your target audience and the problem you are trying to solve for your customers. We start with identifying your current product positioning, your product’s digital foot print and drive at custom marketing strategy that suits your product needs. Our SaaS Product Marketing Strategies help you cut through the noise and make more conversions, signups, and build traction.


At KloudPortal, we’ve had the opportunity to work with hundreds of early-stage B2B SaaS companies, supporting GTM strategies for businesses in a multitude of industries and at all different stages of their growth. It’s allowed us to test, collect, and identify B2B SaaS marketing best practices.

With this report, we’ve combined those learnings with real industry data, using self-reported insights from hundreds of B2B SaaS companies. Our report reveals where SaaS leaders are looking for growth, what their biggest concerns are, and what they’re most excited about for the coming year. Built for CEOs, founders, and marketing leaders, our 2023 B2B SaaS Marketing Benchmark report is an essential resource for anyone looking for key insights into the state of SaaS marketing.

Our research questions were focused on understanding the following:

What are the most efficient GTM strategies for B2B SaaS?

What challenges are faced by B2B SaaS founders & CEOs?
How do you find the right B2B SaaS marketing partner?

What will I find in this report?

What are the top-performing marketing channels in 2023?

We asked B2B SaaS venture what channels were performing best and which channels they were most excited about and the result show that despite the GTM strategy, organic growth is the clear winner across the board for long-term growth and accounting for 40% of the marketing channel mix. In our report, you’ll find the full breakdown for each channel GTM strategy (PLG, marketing and sales led, and sales led)

Contribute to next year’s report here.

What are the top priorities for SaaS founders during the early stages of their business?

1. Building a great product. The product is the foundation of any successful SaaS company, so it’s important to invest time and resources into building a product that solves a real problem for your target market. You’ll measure success for your Saas business with customer acquisition cost, increase in recurring revenue and overall customer churn rate.

2. Finding the right customers. Once you have a great product, you need to find the right customers willing to pay for it. This can be done through a variety of channels, such as inbound marketing, outbound sales, and partnerships. You’ll measure success for your Saas business with monthly churn rate, customer satisfaction and net promoter score.

3. Scaling your business. Once you have a few paying customers, it’s time to start scaling your business. This can be done by hiring more employees, investing in marketing and sales, and expanding into new markets. You’ll measure success for your Saas business with full funel analysis & maximization. Improvements include increasing marketing qualified leads, defining a well sales funnel, reducing sales cycle length, alignment between marketing and sales efforts. Our report provides industry average for most of these metrics.

Contribute to next year’s report here.

What is the right marketing budget?

The majority (64%) of companies surveyed allocate less than $500K towards their annual marketing budget, while 16% spend less than $1M. Interestingly, a notable 8% of companies spend over $5M, highlighting their higher investment in marketing to generate substantial revenue. According to our survey results, we believe the most successful ventures spend above 30% of their revenue in marketing.

Contribute to next year’s report here.

How often should you raise your price?

60% of the B2B SaaS ventures we surveyed shared they increase their price at least once a year. Company size and did not have an impact on the results of our survey.

Contribute to next year’s report here.

How often should marketing and sales align?

More than 60% SaaS companies maximize both teams efforts by adding recurrent meetings on a weekly basis. More than 50% SaaS companies also shared that marketing does not only meet regularly with the sales team and sales rep but also with the product team on a weekly basis too.

Contribute to next year’s report here.

Who took the survey?


Executive summary

This white-paper is broken down into six parts. Each section offers an overview of the survey results (benchmarks), insights, and best practices from Kalungi’s B2B SaaS marketing expertise.

Here’s a list of the main findings:

    • It takes an average of 2-4 years for B2B SaaS companies to become profitable.
    • SaaS companies with high ACV, such as healthcare and oil & gas

SaaS software or more likely to adopt a sales-led GTM.

  • Industries with overall low ACV, including L&D, productivity, and sales enablement tools are most likely to be product-led growth.
  • 90% of startups that reached PMF have a clear ICP.
  • Only 33% of early SaaS companies are founded.
  • 75% of self-funded ventures are actually looking for external funding.
  • 65% of B2B SaaS startups provide a solution in a market in which they have to carve a niche in a mature industry.
  • 50% of SaaS ventures raise their price on a yearly basis.
  • 60% of companies reported their biggest marketing problem is a lack of time & resources.

The current state of B2B SaaS

The B2B SaaS industry is still booming and VCs are very much on the look for SaaS and its attractive annual recurring revenue (ARR) model. It’s true that SaaS ventures experienced a serious adjustment in valuation (~5x in 2023) after an all-time high SaaS Valuation Multiples of ~17x in August 2021. Nonetheless, the global market is still expected to reach $307 billion by 2026 and there is a lot to be excited about in the upcoming years.

What to look forward to in 2023

Competition is fierce in the space and the rise of AI is disrupting the industry. Here are trends to look forward to:

  • The rise of vertical SaaS: carving a niche designed for specific industries or verticals, such as healthcare, manufacturing, or retail will define the success of upcoming SaaS solutions as businesses look for software that is tailored to their specific needs.
  • PLG low touch/high impact: self-service onboarding allows customers to get started with the product/solution without having to contact customer support. It reduces friction and allows customers to experience the value of the product/solution on day one.
  • AI-powered tools: AI is having a positive impact on the SaaS industry. It is making SaaS applications more personalized, automated, secure, and innovative. This is leading to better experiences for users and greater opportunities for businesses.

How does it impact the way you market your venture?

VCs will continue to invest in promising SaaS businesses, but they’ll be more cautious with due diligence. They’ll be looking for the famous T2D3 as well as long term profitable growth. Investors commonly refer to the Rule of 40, which means that when you combine your compound annual growth rate with your profitability, the total should equal 40 percent. In order to help you stay attractive to VCs and continue your path to sustainable growth we’ve decided to provide you with benchmarking data you can use to evaluate the impact of your marketing efforts and help you identify how to readjust or double down on specific marketing initiatives.

Part 1: GTM strategies

Besides providing a solution or platform that solves an actual problem specific to customer pain points, the success of a B2B SaaS company largely depends on the quality of its GTM strategy and execution. At Kalungi, we always prioritize six key elements:

  • Growth Priorities
  • Defining Target Audience (ICP & Personas)
  • Positioning & Messaging
  • Defining the Buyer’s Journey
  • Branding
  • Planning

The T2D3 framework helps define market maturity with two simple categories:

Competition is fierce in the space and the rise of AI is disrupting the industry. Here are trends to look forward to:

  • The market makers: SaaS that created a new market and look for early adopters and innovators.
  • The market shakers: SaaS that decided to carve an underserved niche in a mature market.

How to go-to-market

At KloudPortal, we use a simple animal analogy to determine which GTM strategy fits you best:

  • Marketing-led ventures with an ACV below $6,000 a year
  • Sales-led ventures with an ACV above $30,000 a year
  • A hybrid that combines marketing and sales-led ventures with an ACV below $30,000 a year

What channel to activate?

At KloudPortal, we use a simple animal analogy to determine which GTM strategy fits you best:

  • Marketing-led ventures with an ACV below $6,000 a year
  • Sales-led ventures with an ACV above $30,000 a year
  • A hybrid that combines marketing and sales-led ventures with an ACV below $30,000 a year

Our Partners

GoodFirms, a full-fledged research and review platform lists KloudPortal as the top digital marketing company in Hyderabad, India
'Unified Solutions' is one of the satisfied customers of KloudPortal, the best digital agency in Hyderabad, India.
'Mass' is a happy customer of KloudPortal, the best digital agency in Hyderabad, India
Client reviews on Clutch establish KloudPortal as one of the best digital marketing agencies in Hyderabad, India

We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.

Cookies settings
Privacy & Cookie policy
Privacy & Cookies policy
Cookie name Active

Privacy Policy

What information do we collect?

We collect information from you when you register on our site or place an order. When ordering or registering on our site, as appropriate, you may be asked to enter your: name, e-mail address or mailing address.

What do we use your information for?

Any of the information we collect from you may be used in one of the following ways: To personalize your experience (your information helps us to better respond to your individual needs) To improve our website (we continually strive to improve our website offerings based on the information and feedback we receive from you) To improve customer service (your information helps us to more effectively respond to your customer service requests and support needs) To process transactions Your information, whether public or private, will not be sold, exchanged, transferred, or given to any other company for any reason whatsoever, without your consent, other than for the express purpose of delivering the purchased product or service requested. To administer a contest, promotion, survey or other site feature To send periodic emails The email address you provide for order processing, will only be used to send you information and updates pertaining to your order.

How do we protect your information?

We implement a variety of security measures to maintain the safety of your personal information when you place an order or enter, submit, or access your personal information. We offer the use of a secure server. All supplied sensitive/credit information is transmitted via Secure Socket Layer (SSL) technology and then encrypted into our Payment gateway providers database only to be accessible by those authorized with special access rights to such systems, and are required to?keep the information confidential. After a transaction, your private information (credit cards, social security numbers, financials, etc.) will not be kept on file for more than 60 days.

Do we use cookies?

Yes (Cookies are small files that a site or its service provider transfers to your computers hard drive through your Web browser (if you allow) that enables the sites or service providers systems to recognize your browser and capture and remember certain information We use cookies to help us remember and process the items in your shopping cart, understand and save your preferences for future visits, keep track of advertisements and compile aggregate data about site traffic and site interaction so that we can offer better site experiences and tools in the future. We may contract with third-party service providers to assist us in better understanding our site visitors. These service providers are not permitted to use the information collected on our behalf except to help us conduct and improve our business. If you prefer, you can choose to have your computer warn you each time a cookie is being sent, or you can choose to turn off all cookies via your browser settings. Like most websites, if you turn your cookies off, some of our services may not function properly. However, you can still place orders by contacting customer service. Google Analytics We use Google Analytics on our sites for anonymous reporting of site usage and for advertising on the site. If you would like to opt-out of Google Analytics monitoring your behaviour on our sites please use this link (https://tools.google.com/dlpage/gaoptout/)

Do we disclose any information to outside parties?

We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information. This does not include trusted third parties who assist us in operating our website, conducting our business, or servicing you, so long as those parties agree to keep this information confidential. We may also release your information when we believe release is appropriate to comply with the law, enforce our site policies, or protect ours or others rights, property, or safety. However, non-personally identifiable visitor information may be provided to other parties for marketing, advertising, or other uses.


The minimum information we need to register you is your name, email address and a password. We will ask you more questions for different services, including sales promotions. Unless we say otherwise, you have to answer all the registration questions. We may also ask some other, voluntary questions during registration for certain services (for example, professional networks) so we can gain a clearer understanding of who you are. This also allows us to personalise services for you. To assist us in our marketing, in addition to the data that you provide to us if you register, we may also obtain data from trusted third parties to help us understand what you might be interested in. This ‘profiling’ information is produced from a variety of sources, including publicly available data (such as the electoral roll) or from sources such as surveys and polls where you have given your permission for your data to be shared. You can choose not to have such data shared with the Guardian from these sources by logging into your account and changing the settings in the privacy section. After you have registered, and with your permission, we may send you emails we think may interest you. Newsletters may be personalised based on what you have been reading on theguardian.com. At any time you can decide not to receive these emails and will be able to ‘unsubscribe’. Logging in using social networking credentials If you log-in to our sites using a Facebook log-in, you are granting permission to Facebook to share your user details with us. This will include your name, email address, date of birth and location which will then be used to form a Guardian identity. You can also use your picture from Facebook as part of your profile. This will also allow us and Facebook to share your, networks, user ID and any other information you choose to share according to your Facebook account settings. If you remove the Guardian app from your Facebook settings, we will no longer have access to this information. If you log-in to our sites using a Google log-in, you grant permission to Google to share your user details with us. This will include your name, email address, date of birth, sex and location which we will then use to form a Guardian identity. You may use your picture from Google as part of your profile. This also allows us to share your networks, user ID and any other information you choose to share according to your Google account settings. If you remove the Guardian from your Google settings, we will no longer have access to this information. If you log-in to our sites using a twitter log-in, we receive your avatar (the small picture that appears next to your tweets) and twitter username.

Children’s Online Privacy Protection Act Compliance

We are in compliance with the requirements of COPPA (Childrens Online Privacy Protection Act), we do not collect any information from anyone under 13 years of age. Our website, products and services are all directed to people who are at least 13 years old or older.

Updating your personal information

We offer a ‘My details’ page (also known as Dashboard), where you can update your personal information at any time, and change your marketing preferences. You can get to this page from most pages on the site – simply click on the ‘My details’ link at the top of the screen when you are signed in.

Online Privacy Policy Only

This online privacy policy applies only to information collected through our website and not to information collected offline.

Your Consent

By using our site, you consent to our privacy policy.

Changes to our Privacy Policy

If we decide to change our privacy policy, we will post those changes on this page.
Save settings
Cookies settings