Brand Awareness: +3 Strategic Tactics (for SaaS companies)

Did you know that 90% of SaaS companies struggle with brand awareness in their initial years? The challenge of establishing a brand in the saturated SaaS market is real, but not insurmountable. This article delves into three strategic tactics specifically tailored for SaaS companies to boost their brand awareness.

By leveraging insights from the AARRR Framework, we’ll explore how brand awareness directly correlates with revenue generation. Why is brand awareness crucial for SaaS companies? And how can it drive your acquisition, activation, retention, referral, and revenue metrics?

Stay with us as we unpack these strategies, offering you actionable insights and data-driven recommendations. By the end of this read, you’ll have a clear roadmap to elevate your SaaS brand’s visibility and position it as a market leader.

#1 Add “Powered by” Badge

MailChimp and Typeform, both displays their logos on free mails sent from their free users.

Intercom and Crisp add a link on their chatbots (check image).

They do it with the knowledge bases too!.

This way they get a backlink from your SaaS for free, and you can do the same.

👉 Embeds, such as these badges, can be placed in various locations like widgets on websites, invoicing footers, emails, and surveys.

#2 Be a podcast guest before starting your own podcast

Gain experience, credibility, and a potential audience by guesting on established podcasts before launching your own.

Being a guest allows you to understand the dynamics of podcasting without the pressure of hosting.

  • Audience Building: Appearing on established podcasts gives you access to their listeners.
  • Credibility & Networking: Being a podcast guest can position you as an authority in your field. It also allows you to network with podcast hosts and other influential figures in the industry.
  • Feedback & Refinement: Use the feedback from your guest appearances to refine your messaging, presentation style, and content ideas for your own podcast.

Start by identifying podcasts that align with your expertise and target audience. Craft a compelling pitch highlighting the unique insights you can offer and reach out to the hosts.

#3 Get Interviewed On Podcasts

Getting interviewed is easier than starting your own podcast.

Being interviewed on relevant podcasts allows SaaS companies to directly communicate with potential users, sharing insights, stories, and the value proposition of their product.

👉 Research and identify podcasts that align with your industry or target audience. Craft a compelling pitch highlighting your expertise and the value you can bring to their listeners.

Marketing attribution has always been a controversial topic as it’s hard to measure correctly with so many touchpoints.

One old way to keep it simple? 🤔 Ask your customer

During onboarding, simply ask your customers, “How did you find out about us?”

Don’t use a multiple-choice format for this question. Instead, give them a text box where they can write their answer freely.


In summary, brand awareness is not just about recognition; it’s about understanding and trust. The three strategic tactics discussed provide a foundation for SaaS companies to build a strong brand presence, drive customer acquisition, and ultimately, increase revenue.

Article by

Mariano Martene

Mariano Martene is a Full Stack Marketer helping SaaS around the world grow their business and reach their next milestone. He is currently the Co-founder of SaaS-HQ and has been a b2b marketer for over 10 years, and has launched several successful side projects.