A collection of product marketing examples for B2B SaaS marketers across every stage of the product marketing lifecycle; attract, engage and delight.
November 19, 2023
We've compiled a list of 18 of the most effective product marketing examples from across the SaaS space, including a few out-of-the box approaches that break the mould and focus of making the product the hero.
These examples are a thorough list that covers a breadth of stages across the product marketing lifecycle; showing you how you can attract, engage and delight customers with your product marketing efforts. Most of the examples are top of funnel marketing examples though.
1. Canva - Remove the signup friction
Canva's web-based design platform attracts users by allowing them to enter the product from the landing page without submitting any details. They prompt users to create an account only after they've seen the value and want to save their work.
Flagsmith, an open-source feature flagging tool, attracts users by offering interactive product demos right from their landing page. This helps their visitors experience the value of the platform without having to create an account and integrate the tool into their codebase.
3. Brainfish - Print advertising for a SaaS product
Dan over at Brainfish ran this unique full-page print advert in a newspaper advertising his AI-driven customer support tool.
Here’s what he had to say about the return on investment - quoted from the Mehdeeka marketing newsletter:
We definitely ran the campaign with the goal of awareness and were super excited when we had some high quality meetings booked off the back of the ad.
A few of those have converted already into customers so we’ve more than paid for the ad in both awareness and financial ROI - which in my mind is a perfect scenario for an ad of this kind.
4. Hunter.io - The lead magnet
Hunter.io engages users by offering a free email verification tool on their website, providing value to users while also serving as a lead generation tactic for their paid product offering.
5. Amplitude - Fully functional demo environment
Amplitude, a product analytics tool, uses an open, but gated demo environment that anyone can access (even with a fake email address...).
This allows visitors to experience the platform's power before creating an account and integrating it with their website. While this has a high upfront development cost, you can offer something similar using an interactive product demo tool to achieve a similar result.
6. Coda - Maker community
Coda, a collaborative document editor, emphasizes their "maker" community where users share custom-made templates and solutions. This approach highlights the product's wide variety of use-cases and allows new users to quickly copy templates for their own use.
Other platforms like Notion, Airtable and ClickUp have adopted a similar approach.
7. Sanlo - Interviews with industry veterans
Sanlo, is a financial operating system for game and app developers, utilises content marketing that’s focussed on interviewing the leaders of different game development teams. This style of content marketing serves a couple of purposes.
It gives them a reason to show interest in their customers and potential customers, and it gives them an opportunity to showcase their deep understanding of the industry.
8. Dovetail - Build your own proposal
Dovetail realised that their sales team was committing massive amounts of time to poorly qualified prospects, who ended up just needing to answer a short set of questions. So they built an automated proposal generator featuring “Tinder” style cards.
The offer for connecting quickly to the sales team is still there, but self-serve, which is increasingly the preferred method of purchasing is being put front-and-centre.
Gartner research shows that 64% of buyers prefer an all digital buying experience, 32% prefer a blended experience, while only 4% prefer going exclusively through a sales rep.
9. Loom - Intrinsic product virality
There’s a reason Atlassian spent almost $1B on Loom - when you see a Loom, you know it's a Loom. The product grows itself. Not all products benefit from this "intrinsic virality", but you can cultivate it yourself by incorporating share-ability features.
The popular video recording extension leverages the large volume of videos users generate as a marketing device. By showing that a shared video is powered by Loom, they achieve a viral growth loop as users refer other users simply by sharing a video.
10. Basecamp/37signals - User quotes in their product updates
Basecamp, a project management tool, shares product updates in an innovative way that highlights their customer focus. When they release a product update, they often link it back to user quotes requesting the specific feature.
11. Posthog - Public roadmap
Posthog, an open source product analytics tool, shares their product roadmap openly with users, involving them in the development process and gathering feedback. It drives engagement, and delights users by showing how their feedback is implemented into the platform.
12. Crisp - Personalized, in-app live chat
Crisp, a customer messaging platform, delights users using their own product for in-app chat. It's more than offering instant customer support however, they also use it to point out new features you might not have used and new releases.
This emphasizes a customer-centric approach, while simultaneously allowing them to "dog-food" their own product.
13. ReferralCandy - Customer referral program
ReferralCandy, a referral marketing software, delights users by encouraging them to participate in their referral program and offering cash rewards, which drives customer advocacy. Best of all it's run with their own platform!
14. ConvertKit - Podcast for target audience
ConvertKit, an email marketing software for creators, delights users with a free podcast that interviews other creators. This content inspires their customers and broader audience to grow their newsletters. If their customers succeed, so do they.
15. SurferSEO - Customer community
SurferSEO, an on-page SEO tool, delights users by leveraging their highly engaged customer base with an online community. This allows users to help each other with the product but also their broader SEO efforts.
16. Outseta - Paid courses for their customers and target audience
Outseta, an all-in-one SaaS platform for startups, has produced an online course for their target market that teaches founders how they got their first 500 customers. The content is free for their customers or paid for non-customers, and offers huge value to their target market.
17. Moz Local - Customer newsletter with tips and tricks
Moz Local, a local SEO tool, delights users by sending regular email newsletters with tips and insights on improving local search rankings, keeping users engaged and informed. They've even built the newsletter into an online local business marketing guide to help users succeed with their local businesses.
18. Zapier - Use-case inspiration blog
Zapier delights users by frequently publishing use case examples and automation ideas on their blog, inspiring users to create their own time-saving workflows.
Tom is one of the three co-founders of HowdyGo, and is passionate about giving marketing and sales professionals a pathway to delivering amazing interactive product demos. He was Head of Growth & Marketing at a B2B startup with >$20m ARR where he saw the value that a zero-friction demonstration experience created.
He was also Head of Data & BI at the largest mealkit provider in the UK feeding ~4% of the population. There, he was responsible for customer demand forecasting, working closely with the growth and marketing functions to fit operational constraints on a 24 hour cycle.
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