SaaS marketing is really a game of how good you are at putting the right message in front of the right people at the right moment.
Some people need a lot of convincing just to realize they even have a problem your product solves. Others are already teetering on the edge of a decision, and all it takes is a well-placed nudge to get them over the line.
That’s where customer awareness levels come in.
There are five awareness levels you need to know about:
- Unaware – They don’t know there’s a problem yet.
- Problem Aware – They’ve felt the friction and are starting to look for answers.
- Solution Aware – They know what kind of solution they need but haven’t chosen one.
- Product Aware – They know your product exists and are considering it.
- Most Aware – They’re on the edge, just waiting for the right offer, reminder, or reassurance.
Every strategy in this guide will come back to this framework. Because if you’re not meeting your audience where they are, you risk wasting time, budget, and a whole lot of opportunity.
Let’s start by getting clear on who your ideal customer is – because once you know that, everything else becomes easier to build around.
1. Understanding Ideal Customer Profile (ICP)
Your SaaS product isn’t for everyone, and so you shouldn’t try to sell it to everyone. This is where ICP comes in.
Your Ideal Customer Profile defines who your customer is, which helps you tailor your marketing accordingly.
Now, ICP is not just a general idea of your “target audience” – it’s a clear picture of the kind of person or company that’s most likely to benefit from what you offer. We think of ICP like drawing the edges of a puzzle before filling in the pieces because of how it gives shape to your entire marketing approach.
At a basic level, your ICP might include things like industry, company size, job roles, or revenue range of your customer. But when you go deeper, you understand more of what actually drives the people behind those companies. What kind of problems are they facing day to day? What makes them start looking for a tool like yours? Are they willing to pay for speed? For reliability? For ease?
Yes, demographics like location, budget, and team size are helpful, but it’s the behavioral traits that really tell you how to approach them. For instance, when you know what keeps them up at night or what excites them about growth, you can position your product in a way that actually matters to them.
And the better you understand that, the easier it is to meet people where they are in their awareness journey.
- For someone who’s unaware, your ICP helps you uncover the friction in their process and bring it to the surface.
- For someone problem-aware, it gives you the language to show them why current fixes fall short.
- And when they’re already solution-aware, it helps you make a case for why YOU, not just any tool, are the right choice.
Everything that follows in your marketing strategy will come back to this. Because when you’re speaking directly to the right people, you don’t need to shout.
2. Looking into Your Competitors
Once you know who your product is really for, the next thing to do is figure out how to position it differently from what’s already out there. That’s where competitor analysis becomes more than just checking what others are doing – you have to quietly observe what they aren’t doing, and who they might be leaving out. That shapes your USP (unique selling point).
Now, this USP doesn’t always have to be a groundbreaking feature or some flashy innovation. Sometimes, what sets you apart is something surprisingly simple. Let’s say your competitors are all work management tools built for big teams, with complex features and cluttered dashboards. But if your product offers a cleaner interface and less noise, that simplicity becomes your edge.
And that edge matters even more when it fits perfectly into your audience’s journey. Maybe they’re just starting to feel overwhelmed with their current tool. They’re not quite solution-aware yet, but you show up early, speak to their exact frustration, and guide them toward your product as the better-fit alternative.
Once your USP is clear, you make sure it shows up everywhere. From your PPC ads, on comparison landing pages, to influencer videos – every touchpoint has to become a reflection of what makes your product different and who exactly it’s for.
3. Marketing Channels You Can Use
Once the ICP and USP are clear, it’s time to turn your attention towards getting the word out.
Now remember, all marketing channels cater differently to different audiences, and that’s again where the awareness levels guide the strategy. You don’t just want to leverage all of them, but understand how to speak in a way that meets people exactly where they are.
SEO & Content Marketing
SEO helps people find you, and content helps them stay. And both work best when your keyword strategy is mapped to the right stage in their journey.
- Unaware: Thought-provoking blog titles that make readers rethink how they work.
- Problem Aware: Pain-point blogs like “Why remote teams keep missing deadlines.”
- Solution Aware: Comparison pieces like “Top 10 project management tools for small teams.”
- Product Aware: “[Your SaaS] vs. [Competitor]”- straight to the point.
- Most Aware: Case studies, customer stories, and demo-led landing pages that nudge the final action.
Also, content isn’t just blogs. Short videos, downloadable checklists, or even a free planning template can do wonders when it pops up at the right moment.
PPC Advertising
PPC gives you speed unlike SEO, but if you’re not tailoring your ads to the customer’s mindset, you’ll exhaust your budget fast. So while we’re told all the time that PPC is a game of keywords, target intent matters just as much.
- Unaware: Run LinkedIn or Meta ads that raise questions around industry pain points.
- Problem Aware: “Struggling with disorganized client feedback?” kind of copy on Google Search.
- Solution Aware: Search ads like “Best CRM tools for solo consultants.”
- Product Aware: Retargeted ads with testimonial clips or a clear CTA to “Book a demo.”
- Most Aware: A gentle push – “Still thinking about [Your SaaS]? Get 20% off your first 3 months.”
The best thing about PPC is retargeting. You can always pull back those who’ve already shown interest but just need a little reassurance to cross the line.
Email Marketing
Email is where trust is built slowly and consistently. It’s the space where you can guide someone from just hearing about you to seriously considering a sign-up – without being pushy.
Since subscribers have already opted in, you have their permission to send your message which means it lands softer and has more room to grow.
- Unaware: Insightful newsletters about industry trends or overlooked inefficiencies.
- Problem Aware: “3 ways fast-growing teams hit a wall—and how to prevent it.”
Solution Aware: Introduce your product casually—“Here’s how [SaaS] helped this small team save 10 hours/week.” - Product Aware: Personalized nudges like trial extension offers, feature spotlights, or user onboarding tips.
- Most Aware: Reminders to convert: countdown emails, early access offers, or product updates.
Over time, your emails build familiarity, so when they’re ready, your product already feels like a natural next step.
Influencer Marketing
This works best when you’re still in the early stages of building an online presence but want to reach a wider, pre-engaged audience that is already somewhat problem-aware. So when you show up in someone else’s community, you’re essentially piggy-backing off of the trust and confidence they’ve earned of their audience.
So when an influencer they follow shares a tool that genuinely helped them with that exact problem, it clicks. It doesn’t feel like an ad. It feels like a recommendation from a friend who’s been through the same thing.
That said, it’s not a cheap shortcut. For it to really work, you need to invest in high-authority figures – people whose recommendations carry weight.
5. Customer Acquisition Strategies
At some point, all the awareness-building and brand positioning has to lead somewhere and that’s someone actually signing up to try your product. But the thing is, discovery alone doesn’t move the needle. What really matters is making it easy for your people to take the next step and making that first experience feel worth it.
Here’s how you can do that:
Offering Free Trials
Free trials are one of the most natural ways to convert people who are already solution-aware or product-aware. They’ve been doing their research. They know what kind of tool they need. Now, they just want to see if yours can deliver.
So, this is your chance to let the product speak for itself, but don’t make people jump through hoops to get there. For example, if someone clicks “Start Free Trial” and suddenly has to fill out a 20-field form, you’re going to lose them.
So keep it simple.
Don’t ask for credit card details upfront unless it’s absolutely necessary. And don’t ask for their company’s annual revenue unless it directly affects the experience.
To go a step further, personalize the trial. Let them choose their role, industry, or main use case and based on that, highlight the features that matter most to them right away.
Optimizing the Sign-Up Process
Sign-up friction is one of the quietest killers of customer acquisition.
You’ve done all the work to get someone interested, they want to try it out… and then the form feels like an application for citizenship.
Please trim it down and ask only what’s essential. If you can offer social sign-in options like “Continue with Google,” that’s even better because that little bit of convenience can seriously lift conversions.
And if someone starts signing up but doesn’t finish, send them a friendly email nudge. Say something like, “Noticed you didn’t finish signing up – ready to pick up where you left off?” Exert no pressure, just show an easy way back in.
Referral Programs
People love sharing things that actually make their lives easier, especially when there’s a little bonus in it for them.
So if someone’s already using and loving your product, give them an easy way to bring others in. “Invite a teammate in one click and get a free month.”.
Referrals tend to work best when someone is already deep into the product, meaning, they know the value, they’ve seen results, and they’re happy to vouch for it. That’s why this works particularly well with product-aware and most-aware users.
The key is making it feel effortless.
No clunky share systems, no awkward “copy this code and send it to your friends.” Keep the message simple and the action even simpler.
6. Lead Nurturing Tactics
Most of those who land on your website aren’t going to sign up right away. That doesn’t mean they’re not interested. It just means they’re not ready yet. And that “yet” is exactly where lead nurturing comes in.
Email Marketing Automation
Say someone browses your pricing page or downloads a case study but doesn’t sign up. That tells you they’re curious, but still unsure. So instead of dropping them into a generic newsletter, you can set up a drip sequence that speaks directly to that moment.
You could send a quick, friendly email like:
“Noticed you checked out how [Customer X] used our product to cut their onboarding time by 30% – want to see how it might look for your team?”
It’s relevant, it’s helpful, and it keeps the connection alive without overwhelming them. You’re meeting them where they are.
Engaging Potential Customers
And when someone’s still on the fence, the best you can do is show how your product works for them. So instead of sending them into a one-size-fits-all onboarding flow, try offering a quick personalized demo.
It could be a 15-minute call, or maybe a video walkthrough tailored to their use case but the point is, they should feel like you took time to understand what they need.
And proactive support makes it all that much better.
This could be in the form of a chatbot that pops up with the right message at the right time, or a live Q&A session where prospects can ask real questions and get real answers.
Because when someone feels seen and supported BEFORE they even become a customer, it builds trust that most SaaS companies miss.
7. Retention Strategies
Getting customers to sign up is one thing but getting them to stay is where the real challenge begins.
A lot of churn happens simply because people get stuck or forget why they signed up in the first place. That’s why proactive check-ins make a lot of difference
Let’s say a user hasn’t explored a key feature after a week. So instead of waiting, you can trigger an in-app message that says:
“Hey! You haven’t tried [Feature X] yet – how about a quick walkthrough?”
It’s subtle, helpful, and can be just the push they need to see the full value of your product.
Similarly, if a user hasn’t logged in for a while, or usage drops suddenly, that’s usually a sign they’re struggling or losing interest. So send them a reminder to come back or maybe even offer assistance with a one-on-one onboarding session.
And when someone cancels, take it as a learning opportunity. Always ask them why but do it in a way that’s quick, respectful, and easy to respond to.
Try giving them a reason to stay. It can be a small incentive in the form of a discount, an extended trial, or access to a premium feature. But most importantly, the feedback they give can highlight areas of the product or experience that need work.
In all, retention isn’t about clinging to customers. It’s about continuously reminding and proving to them that your product fits into their day, solves their problems, and evolves with their needs.
8. Performance Measurement & Analysis
You can’t improve what you don’t measure so this is where performance data comes into play. Even the best marketing strategy needs regular gut checks.
Key Performance Indicators (KPIs)
These metrics tell you where the leaks are in your funnel and where to double down.
- Customer Acquisition Cost (CAC): How much does it cost you to get a new user through the door?
- Lifetime Value (LTV): Once they’re in, how much value do they bring over time?
- Conversion Rates: From ad click to sign-up, from free trial to paid user – track every step.
Match Engagement With Awareness
Also zoom in and see how well you’re guiding people through the awareness journey.
If you’re running content for problem-aware users, are they actually moving forward? Are they reading your blog and then exploring your product?
A/B Testing
Sometimes, small tweaks make a big difference. Run A/B tests on things like:
- Your headline on the landing page
- The subject line in your emails
- The structure of your sign-up form
Test one change at a time, and then follow the numbers before you make another change.
Direct Customer Feedback
Customer feedback through surveys, chats, or support tickets can tell you things numbers won’t.
Use it to refine your messaging, smoothen the onboarding experience, or rethink parts of your product that aren’t quite clicking.
Conclusion: Strategic SaaS Growth
Marketing SaaS isn’t about throwing everything at the wall and hoping something sticks. It’s about knowing when to use the right strategy, for the right person, at the right time.
That’s where understanding awareness levels really makes the difference. Once you align your messaging with where your audience is in their journey, everything else, like better engagement, smarter spend, and higher conversions, falls into place.