SaaS Marketing Excellence Revealed
To better understand exactly what marketing excellence means to the top SaaS companies and unicorns, we’ve collected data from 422 businesses in the industry around the world.
The Best Marketing Engines In SaaS & The Cloud
What Makes Up The BRICK Framework?
Branding
Branding
The strength of a brand doesn’t come from boardroom discussions, it comes from your customers.
We combine data from social media channels, search volume, community growth, sentiment, UGC, off-site activity, and more to gauge brand strength.
For example, Workiva scored Undeniable in Branding.
Rich Content
Rich Content
Content is the foundation of the internet. To survive long term it’s important that B2B brands are investing in a variety of rich content assets.
We analyze the existing content efforts of each brand to see who is truly creating innovative content.
For example, PayPal scored Thriving in Rich Content.
Interactions
Interactions
The actions that your customers take often says more than most brands would like to believe. We combine and analyze digital interactions across multiple channels such as Facebook, LinkedIn, X (formerly known as Twitter) and The actions that your customers take can often say a lot about a brand, especially on social media.
We analyze the many digital interactions across distribution channels like Facebook, LinkedIn, X, and more to understand how engaged a brand’s audience really is.
For example, GoDaddy scored Great in Interactions.
Commerce
Commerce
The path to conversion in B2B is a lot more difficult and complicated than it once was.
We use search data to gauge sentiment surrounding a brand’s pricing and churn potential. We also analyze pricing pages, on-site features, and more to understand how likely a new user is to convert into a customer.
For example, VMware scored Undeniable in Commerce.
Karma
Karma
The reputation you have amongst your stakeholders and employees is extremely important.
Whether it’s what employees are saying about the senior leadership team or what customers are saying about the product – we use qualitative insight and quantitative data to gauge what stakeholders think of each brand.
For example, LogMeIn scored Undeniable in Karma.
Top Public SaaS & Cloud Companies
Undeniable
Organizations that are undeniably leading the industry
Legendary
Organizations that have accomplished a legendary level of success
Thriving
Organizations that are performing better than most of their peers
Great
Organizations that are moving in the right direction
Good
Organizations that are doing good but have lots of room for improvement
Poor
Organizations struggling to accomplish success similar to their peers
Laggard
Organizations that are two or three years behind their peers
Rank  |
Company |
Brand |
Rich Content |
Interactions |
Commerce |
Karma |
|---|---|---|---|---|---|---|
| 1 | Slack | Great | Great | Great | Great | Great |
| 2 | Zoominfo | Great | Poor | Laggard | Undeniable | Undeniable |
| 3 | Smartsheet | Legendary | Great | Laggard | Great | Undeniable |
| 4 | Semrush | Legendary | Undeniable | Legendary | Great | Legendary |
| 5 | DocuSign | Legendary | Great | Undeniable | Undeniable | Legendary |
| 6 | Cloudfare | Great | Great | Legendary | Laggard | Poor |
| 7 | Sprout Social | Great | Undeniable | Undeniable | Great | Great |
| 8 | MongoDB | Legendary | Undeniable | Legendary | Great | Great |
| 9 | Atlassian | Great | Poor | Great | Laggard | Great |
| 10 | Adobe | Great | Laggard | Great | Good | Legendary |
Access the full list of 50 Companies
Become an InsiderThe SaaS & Cloud Software Marketing Benchmark Report Volume 1 - Measuring Digital Marketing Excellence
The BRICK method is built on data collection that analyzes patterns and develops research questions before presenting the findings in a final report.
It includes:
Rankings of the Top 25 Public SaaS & Cloud Companies.
Editorial articles detailing the strategic insights.
Lifecycle measurements of industry trends.
Statistical model predictions.
Revenue tables.
Not to mention—exclusive access to webinars and video series from the brightest minds in content marketing.
See where your brand stands amongst competitors and learn which strategies are most closely linked to more market share.
Volume I 2023 is now live!
How Does Your Company Compare?
Over the next few months, we are going to start opening up the BRICK platform, benchmarks, and analytics to more brands.
Our aim with BRICK is to help brands identify marketing strengths, become aware of marketing weaknesses, and use this data to unlock greater success as they grow. If you want to be a part of this amazing opportunity, please fill out the form below.
Why Did We Create BRICK?
Publicly traded SaaS & Cloud companies have shown significant growth in the last 10 years. As an entity, these companies have performed better than the Nasdaq Index, S&P Index & Dow Jones Index as a whole as seen in The BVP Cloud Index.
Our thesis is that a deep understanding of digital marketing and digital trends is inextricably linked to shareholder value.
Through our proprietary analysis methodology, BRICK has not only identified the top marketers in the SaaS space, but we’ve also isolated the subcomponents of marketing approaches that set brands like Slack, DocuSign, and Adobe apart. Not just from their own niches but from 99% of the SaaS industry.
Along the way, we uncovered critical insights that C-suite executives and high-level marketers need to be aware of, such as:
- Who leads the SaaS & Cloud industries in branding, commerce, and reviews.
- What strategies propel SaaS companies to success in a competitive niche.
- Why SEO leaders in SaaS also typically lead their category.
- When to use video for your market penetration.
- How company size impacts SERP ranking.
- How social media platforms impact SEO
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