21 Innovative Marketing Techniques Used by Top Fractional CMOs in SaaS

The SaaS (software-as-a-service) industry has seen massive growth over the past decade. As more businesses move their operations to the cloud, the market size for SaaS companies continues to expand rapidly. However, the increasing competition also means SaaS providers need creative marketing techniques to stand out.

This is where fractional CMOs can provide tremendous value. Fractional CMOs are marketing experts brought on as part-time or temporary CMOs to lead marketing strategy and execution. Unlike full-time CMOs, they work with multiple clients at once. The best SaaS fractional CMOs stay on top of the latest innovations in SaaS marketing.

Here are 21 innovative techniques used by top fractional CMOs to boost growth for SaaS companies:

Video remains one of the most engaging content mediums. Fractional CMOs use video to demonstrate product value, convey customer success stories, provide tutorials, and more. Mixing video types from live demos to animated explainer videos captivates viewers.

Allowing potential customers to try before they buy is powerful. Fractional CMOs create guided interactive product tours to let users experience the product first-hand before signing up. This builds confidence in the solution.

A free trial removes friction from the buying process. Providing a time-limited but fully-functional version encourages sign-ups and conversions. Fractional CMOs emphasize the free trial in campaigns to accelerate growth.

Proof is in the results. The best fractional CMOs develop in-depth customer case studies as social proof. Promoting these studies via ads, email nurturing, and on the website/blog validates ROI.

SaaS buyers compare options before purchasing. Savvy fractional CMOs directly compare product capabilities against competitors. This positions their solution as superior to alternatives.

Webinars are an oft-utilized lead gen tactic. Taking it further, some fractional CMOs host webinars on a set schedule (ex. monthly). These regularly scheduled webinars attract registrants over time.

Business podcasts draw engaged listeners. Sponsoring relevant podcasts gets the brand and value prop in front of an attentive audience. Leading fractional CMOs leverage podcast ads to raise awareness.

YouTube reaches billions of viewers monthly. Running video ads on YouTube can massively expand the reach and visibility of the brand. Short promotional videos drive traffic to the site.

Visitors rarely convert on the first touch. Retargeting ads follow users around the web after they leave the site. Fractional CMOs use retargeting to re-engage bounced visitors.

Building custom audiences for ads allows more accurate targeting. Using customer lists, fractional CMOs create lookalike audiences on social/search. This serves ads to people with similar attributes to existing users.

Strategic partnerships tap into other companies’ audiences. Fractional CMOs pursue partnerships with complementary brands. Co-marketing partnerships amplify exposure and leads.

Complex B2B sales require an average of 6-10+ touches before conversion. Multi-touch nurturing campaigns slowly educate and then sell to prospects over time via emails. Top fractional CMOs master multi-channel nurturing.

Peer views drive B2B purchases. Proactively asking happy customers for reviews and testimonials provides authentic social proof. Publishing these on the website/ads boosts conversions.

Though older in the digital era, press releases still drive exposure. Fractional CMOs regularly publish releases on key company news and send to media contacts. This can yield earned media coverage.

Thought leadership content on external sites raises authority. Fractional CMOs identify relevant publications and write guest columns. Contributing value-add content establishes expertise.

Instant answers improve user experience. Live chat software lets visitors get questions answered in real-time on the website. This provides a concierge-like level of support during the conversion process.

No two users are alike. Site personalization technology customizes site experience based on user attributes and behavior. Personalized site experiences convert better.

Abandoned carts are lost revenue. Automated abandon cart emails remind users to complete their purchase. Fractional CMOs optimize these emails for maximum conversion lifts.

SMS delivers nearly 100% open rates. Deploying SMS follow-ups and alerts complements email campaigns. Fractional CMOs incorporate SMS to boost engagement.

Referrals close more easily. Referral programs reward existing customers for sharing and bringing in new users. This amplifies word-of-mouth marketing.

Affiliate marketing can be a highly effective strategy used by a fractional CMO to help a SaaS company increase software sales. By partnering with relevant sites and influencers in their industry, SaaS brands can tap into new audiences and expand their reach. Affiliates promote the SaaS solution to their followers, driving traffic and leads back to the company’s site or offerings. In exchange for this exposure and lead generation, the SaaS provider pays the affiliate a preset commission for each conversion, typically a percentage of the sale or a flat fee. This incentivizes affiliates to actively push the software product and allows the SaaS business to scale growth in a cost-efficient, risk-free way tied directly to new revenue. With the power of affiliates applied, SaaS companies can rapidly multiply conversions across targeted niches.

Implementing even a handful of these innovations will bolster marketing results for SaaS companies. With their breadth of experience across clients and verticals, fractional CMO consultants are perfectly positioned to apply cutting-edge tactics that drive measurable impact. They distill the latest methods into what works based on in-market testing.

However, technology is only part of the equation. The right strategy and positioning must come first. The best fractional CMOs balance technology implementation with strategic vision and creative messaging. This empowers SaaS companies to differentiate in a crowded marketplace.

Messaging and positioning establish the emotional connections and belief in the solution. Technology turns interest into measurable conversions. Combined, SaaS providers benefit from world-class marketing leadership without the costly commitment of a full-time executive.

The marketing technology landscape grows more advanced every year. Leveraging a results-focused fractional CMO provides seasoned counsel, platform expertise, and program execution. This frees lean SaaS teams to focus their efforts on building an exceptional product.

To thrive in the modern digital era, having an adaptable marketing engine is non-negotiable. Fractional CMOs enable hypergrowth by creating that engine. They actively test and double down on what works best per the data using both new and proven customer acquisition capabilities.

In closing, fractional CMOs consistently apply innovative marketing techniques to capture audience attention and imagination. Though outsourced, fractional CMOs function as dedicated marketing leadership laser-focused on customer growth. Their combination of strategic vision and cutting-edge proficiency accelerates expansion.

For any rapidly growing SaaS operation, partnering with a results-oriented fractional CMO provides fuel for the next stage of expansion. Their marketing machine constantly pilots emerging tactics while staying grounded in validated best practices. SaaS companies that leverage fractional CMOs gain an invaluable ally able to flexibly meet evolving needs. With their help, brands turn innovation into conversions with creative, tech-enabled marketing.

If your company needs a B2B SaaS fractional CMO, consider working with Peter Geisheker. Peter has been providing Fractional CMO services for over 20 years and has expertise in growth tactics and conversion optimization. View Peter’s SaaS Fractional CMO case studies.