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Introduction
Hey 👋 I'm Corey, the founder of Swipe Files.
As a 4x first marketing hire and a marketer who's been at both bootstrapped and funded startups large and small, I've always wanted a way to benchmark against other SaaS companies to understand how I'm doing.
Unfortunately, that's been basically impossible...
Until now.
The State of SaaS Marketing is an annual report that aggregates data from hundreds of SaaS companies to build benchmarks on every major area of marketing.
Firmographics, target markets, team dynamics, pricing, growth, channels... it's the data I've always dreamed of having my hands on.
And now you can have it too.
Enjoy!
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Foundational Data
Here’s some basic information about the survey respondents who provided the data in this report. This is mostly for context.
The nature of surveys like this is that it will always be biased to the nature of the pool of respondents you’re soliciting to complete the survey. In this case, it’s the lovely Swipe Files newsletter audience list.
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YoY Change Notes
SaaS Marketing in 2025: Leaner Teams, Sharper Focus, and a Shift Toward Sustainable Growth
Overall, the 2025 data paints a picture of SaaS marketing becoming more lean, deliberate, and efficiency-driven rather than simply growth-at-all-costs. Many of the core distributions look familiar, but the subtle shifts tell an important story about how teams are adapting to tighter budgets, more competition, and higher buyer expectations.
One of the most notable changes is how lean teams remain the default, even as companies mature. The “marketing team of one” is still dominant, with contractors filling in tactical gaps rather than companies making aggressive full-time hires. This is reinforced by modest tool stacks and relatively low annual tool spend, suggesting teams are prioritizing consolidation and ROI over experimentation with every new platform.
On the revenue and pricing side, the data continues to show a clear value ladder strategy. Entry-level pricing remains accessible, but the expansion potential at the high end is stronger than ever, with more companies offering meaningful $1k+ and even $10k+ plans. Rising costs for software services, especially with the ever-rising adoption of AI likely contribute to this. Combined with short payback periods, this suggests many teams are optimizing for sustainable growth by monetizing deeper usage rather than chasing volume alone.
From a growth and channel perspective, content still anchors most go-to-market motions, but investment has diversified. Advertising, partnerships, and events are absorbing more attention, while fewer teams rely on any single channel to do all the work. At the same time, conversion rates show a widening gap between teams that have dialed in their funnels and those still struggling at the top of the funnel, making efficiency and optimization increasingly decisive advantages.
Taken together, the biggest shift compared to 2024 isn’t a radical change in tactics—it’s a mindset change. SaaS marketing in 2025 appears more pragmatic, more selective, and more focused on doing fewer things better.
A thank you to just a few of our survey respondents
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