Content continues to lead as the most impactful channel for driving revenue growth. That said, advertising and partnerships are close behind, while channels like engineering-as-marketing, events, and communities remain more specialized plays rather than primary growth drivers for most teams.

Investment is spread more evenly across channels than impact rankings alone would suggest. While content still leads, advertising and partnerships have seen substantial investment, with teams also experimenting across events, marketplaces, and community, signaling a broader, more diversified approach to growth over the past year.

Paid spend is distributed across a wide mix of platforms, with Google, Facebook, Instagram, and LinkedIn leading the way. That said, a notable share report not advertising at all, reinforcing that many SaaS companies still rely primarily on organic or non-paid channels for growth.

Email newsletters are now more common than not, with nearly two-thirds of companies sending one. This underscores email’s continued importance as a direct, owned channel for nurturing leads and customers without relying on algorithms or paid distribution.

Marketing investment spans a wide range, but most companies are operating with relatively modest budgets. The largest share falls between $10k–$100k annually, with fewer teams investing at the high end, reflecting the lean, efficiency-focused approach that still defines most SaaS marketing orgs.