SaaS marketing at SerpHike optimises for MRR growth and trial-to-paid conversion, not raw signups. Comparison and alternative pages intercept buyer research at the decision stage, paired with usage-based retention messaging.
How SerpHike runs SaaS marketing properly
What's included?
- Comparison and "vs." pages targeting late-stage buyer research
- Trial-to-paid conversion optimisation across onboarding
- Usage-based retention messaging to reduce churn
- Content built around use-case searches, not just feature lists
- Channel mix adapted for PLG vs. sales-led motion
| Motion | Primary focus |
|---|---|
| Product-led (PLG) | Trial-to-paid conversion, in-app onboarding messaging |
| Sales-led | Lead Generation, nurture sequences, comparison content |
MRR grows from both ends
SaaS revenue grows when new customers arrive faster than existing ones leave. Most marketing teams only work on the first half. We work on both: acquisition through search, paid and content, and retention through onboarding, lifecycle messaging and expansion.
Acquisition
- Comparison, alternative and integration pages, see SaaS SEO
- Search and LinkedIn campaigns optimised to qualified pipeline, see SaaS paid media
- Review site presence on G2, Capterra and similar platforms
- Trial and demo flows with as little friction as your sales motion allows
Activation and retention
- Onboarding emails and in-app prompts that get users to the first valuable result
- Usage-triggered messages when accounts go quiet
- Expansion prompts when teams hit plan limits
- Cancellation surveys and win-back offers
Retention usually beats acquisition on return. Bain's research found a 5% increase in retention can raise profits by 25% to 95% (Harvard Business Review, 2014), and Duolingo found improving current user retention had five times the impact of any other growth lever it modelled (Lenny's Newsletter, Jorge Mazal).
What buyers expect now
Gartner found 67% of B2B buyers prefer a rep-free buying experience (Gartner, March 2026). For SaaS, that means transparent pricing where possible, self-serve trials, clear security information and documentation that answers questions before sales has to.
How we measure it
New MRR, CAC payback, trial to paid conversion, activation rate, churn and net revenue retention. See reducing SaaS churn and PLG versus sales-led growth.