Which channel do you believe has the biggest impact on growing revenue?
The fact that one answer dominates the rest is still a good indicator of how different it is for everyone. If there were 2 or 3 dominant answers, that would paint a much different story of what’s working for SaaS companies. Content is still king. I am surprised to see partnerships over advertising this year, which might be an indicator of just how much CPC has risen across ad platforms.
Which channels have you invested resources in the last 12 months?
The data here mirrors the last question pretty closely, although I’m surprised to see how little investment has gone into events and engineering-as-marketing.
Which channels have your company advertised on in the last 12 months?
Compared to 2022, there has been a steep drop in all the niche advertising platforms. Essentially all advertising dollars have consolidated to the major platforms.
Does your company send an email newsletter?
Interestingly, the number of companies who don’t send an email newsletter has gone up since 2022.
Which best describes how much money you have invested in marketing in the last 12 months, including salaries?
There’s a wide spread of results across the board. This question in particular is going to depend on revenue, funding, and time in market. So it’s not a great standalone analysis. Regardless, interesting to compare against budgets.
