Mat Caiola
Matt Caiola

While PR is important tool for any business, it is particularly useful when trying to boost the visibility of a Software as a Service (SaaS) company.

Because the products and services of SaaS companies are sold online, traditional marketing methods such as print and television ads are not as effective. The good news: A comprehensive SaaS PR strategy can help these companies reach and engage their target audience.

One of the most important factors of success for any SaaS company is a loyal, ever-growing customer base. For early-stage startups and emerging companies, getting the word out about their products and services can be critical, especially if they don't have an established reputation or large marketing budget.

One way to do this is by leveraging public relations to build brand awareness, promote corporate visibility and generate leads. Many tech companies struggle to make sense of PR because they erroneously think it's only useful for addressing negative press. However, it is also a powerful tool for building credibility, gaining positive media coverage, and establishing thought leadership.

This article is featured in O'Dwyer's May '22 PR Firm Rankings Magazine
(view PDF version)

Boosting Conversions

PR is an excellent way for SaaS companies to build brand credibility, which ultimately helps boost conversions. The key is getting coverage in industry publications and other media outlets that prospects read. When they see a company mentioned as a reputable source, they are more likely to trust that company and transact with it.

To use PR to boost conversions, a SaaS company must think about the types of publications that prospects read regularly—not just in terms of who covers your industry, but also what other topics might interest your target audience.

Measuring SaaS PR Campaigns

Just like other marketing initiatives, it is important to have goals in mind so the effectiveness of efforts can be measured. It is advisable to start by determining which areas of business need to be influenced. Is the goal to build brand awareness or get more downloads? A viable way to increase sales is by highlighting case studies from happy customers to prospective customers.

No matter what the goal is, it is very important for PR efforts to be integrated into your overall marketing strategy so all efforts can complement one another. For instance, if the goal of a PR campaign is to engage with potential customers on social media platforms, this can be accomplished through traditional press releases as well as articles on social media influencers' websites. It is also important to share this content across all channels simultaneously.

What Makes SaaS PR Different?

The software industry has been evolving at an exponential rate since the early 1980s. Back then, the only way to get useful software was to buy it in a box from a local computer store. Now, people can access thousands of sophisticated software applications with a few clicks, or via browsers and mobile devices.

Major enterprises have transitioned from using traditional on-premises software solutions to using SaaS, which is hosted in the cloud and delivered over the internet. The move to SaaS has been driven by the need for businesses to access enterprise-grade solutions that are scalable and flexible, but which don’t require expensive upfront capital investment or ongoing maintenance costs.

This evolution of the software industry has resulted in a huge growth in SaaS companies and a new breed of entrepreneur: the kind that is focused on disrupting traditional business models with disruptive and innovative products.


Matt Caiola is Co-CEO of 5WPR, a leading SaaS PR firm.