Software as a service has a branding problem

"Software as a Service (Saas) needs to deliver two things: software and service. It's easy to think of this as a capital-light way to access tooling, but as every provider moves to a SaaS model, the fight for share-of-wallet has moved from an annual beauty parade to an always-on-consideration. Procurement decisions have added a dialled-up layer of emotion with service now front and center. If there's one thing that can positively impact our emotions, it's effective brand execution (something that 82% of B2B marketers agree they need to be more focused on)."

"You aren't the only SaaS offering in your industry. Chances are, your pricing and feature set are comparable to the competition's. What separates you is the narrative you build around your brand and your ability to demonstrate the features you offer and the life-changing productivity, efficiency and life hacks your model delivers. What can you do to make sure your SaaS marketing stands out? Simple: truly impactful experiences, from the first second someone reaches your platform."

SaaS must deliver both software and service, forcing providers to compete continuously rather than during occasional procurement cycles. As every provider adopts SaaS models, share-of-wallet competition becomes an always-on consideration and procurement decisions now weigh emotional responses to service. Effective brand execution can positively influence buyer emotions and perceived value. A cohesive narrative and distinctive creative execution make similar pricing and features feel different. First impressions across pricing, onboarding, and contracts must be impactful to reduce churn and increase lifetime value. The total experience across every micro-interaction drives retention, growth, and perceived quality.

Read at The Drum