How Agencies are Disrupting the SaaS Model

Marketing Through Design, Data, and Technology

Over the past several years, we have seen the boom of “Software-as-a-Service” (SaaS) companies that offer businesses and their employees the tools to do their jobs better without having the IT burden of onsite software or developing programs in-house. The industry offers everything from self-service, pay-as-you-go programs to large enterprise contracts. For marketers, there are seemingly infinite platforms, tools, and gadgets that all promise similar results.

We often hear from clients that when they purchase licenses for these types of programs, they’re getting more software than service. In a lot of these instances, companies find that they have been oversold on technology without having the internal resources to effectively implement a solution. Once they are under contract, brands are left with few options. They can either simplify and use fewer of the features they paid for, or they can fork over more funds for pricey implementation partners to help them stand up the solution. This has even enabled the creation of a niche industry of agencies focused on implementation, dramatically increasing the costs of deploying some of these technologies and eating into campaign ROIs.

But what if there was a way to connect with your customers with the right message, at the right time, through the right channel using the same agency? Where you wouldn’t have to sort through endless SaaS vendors and deal with massive implementation projects?

Seamless Communication & Cost Reduction

Utilizing a full-service agency allows marketers to gain customer insights with ease. Through analytics and AI, brands are empowered by precise targeting and personalization to reach their customers and increase ROI without having to shell out thousands of dollars to multiple companies. Plus, implementation agencies tend to further fragment the conversation across marketing departments. For example, a marketer might have to coordinate between their own internal stakeholders, a creative agency, a data agency, and their implementation partner just to roll out a single campaign. This chews up internal resources and prevents them from focusing elsewhere, not to mention the increased risk of miscommunication or things falling through the cracks.

Custom Marketing Strategies

SaaS company tools tend to be one size fits all. Many solutions are designed through feedback from the software company‚Äôs earliest and largest customers. However, every company has needs that do not all fit into the same package deal. Take email marketing for example. Some companies have a greater need for transactional emails. For others, perhaps content-centric campaigns reign supreme, or maybe, they’re only producing weekly newsletters to internal sales teams or subscribers.

As brands realize the costs and pitfalls of purchasing these out of the box SaaS solutions, some traditional marketing agencies are stepping up to offer alternatives. As opposed to a one size fits all method, agencies are able to identify the exact needs of their client, and those who have development capabilities are able to create the tools that serve them specifically. Whether they are looking for email marketing, digital ads, loyalty programs, or acquisition campaigns, clients are seeing the benefits and efficiency of a one-stop shop that can formulate a cohesive strategy including analyzing the data, utilizing technology, and creating custom solutions for a seamless process across all of their marketing channels.