SaaS Marketing

Strategy. Relationships. Results.

Author: Bridget Willard

  • SaaS Founders — You Can. But Should You?

    SaaS Founders — You Can. But Should You?

    “SaaS companies do not know how to market themselves at all. Most software-based companies cannot market. How come?”

    Rob Cairns asked me that during a recent episode of The SDM Show.

    Now, if you’ve never listened to an episode of The SDM Show (SDM stands for Stunning Digital Marketing), then maybe you don’t know we’re not scripted – at all. So, generally Rob sends me a message on WhatsApp or calls and says, I need a topic for this month. I give it to him and we just talk. 

    For this episode, Rob wanted to record a special episode now that I’ve recently eliminated my own big distraction: my 30 hr/wk retail job. 

    So all I knew about this episode is that Rob was going to ask some big question. I didn’t think he’d make my argument for me. But then again, we are usually aligned.

    So, why are SaaS founders so poor at marketing? I gave him an answer, and, of course, expanded on it, and then gave some more arguments. Because apparently I needed 50 minutes to realize they were all the same answer.

    SaaS founders are very good at building things. That’s their strength. But it can also become their biggest distraction. That leads me to the axiom, “just because you can, doesn’t mean you should.”

    Watch the Video

    “In this episode of The SDM Show, Rob Cairns sits down with marketing strategist and monthly co-host Bridget Willard to dissect the unique blind spots SaaS companies face when marketing their products. Bridget shares why she recently eliminated outside distractions to double down on SaaS, the critical importance of understanding your true billable worth, and why founders must stop treating marketing like an afterthought.” 

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  • SaaS Founders — You Are Not Your Audience

    SaaS Founders — You Are Not Your Audience

    Have you ever seen something and thought, “That doesn’t make any sense”? For me, it’s a QR code on a flyer posted to Facebook or Instagram.The instruction says, “Scan the QR code to register.” Okay. I’m looking at it on my phone.

    How am I supposed to scan the QR code when it is already on the device I would use to scan it?

    A QR code makes sense on direct mail, a poster, a menu, or a printed flyer. On a social media graphic, the customer usually needs a clickable link in the post.

    The person who made the graphic probably created it on a desktop. They know where the QR code goes. They know what it opens. They may even have another phone nearby to test it.

    The user experiences it differently.

    That’s the point: You are not your audience. Think like the user.

    This isn’t only a marketing problem. SaaS founders make the same mistake in product design, documentation, onboarding, customer support, sales, and founder-led marketing.

    Watch “You Are Not Your Audience” on YouTube.

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  • What’s The Hardest Part of Shipping SaaS That Nobody Warns You About?

    What’s The Hardest Part of Shipping SaaS That Nobody Warns You About?

    While reading tweets and doing my normal BizDev/Curation thing, I saw a question on X from The MVP Guy:

    “Founders, what’s the hardest part of shipping a SaaS that nobody warns you about?”

    Aryan Labde answered: “Distribution bro.”

    And, of course, I replied: “Everyone discounts Twitter until it’s too late.”

    Because here’s what happens. You spend a weekend vibe coding your SaaS. Maybe you spend months building it. You obsess over features, fix bugs, tweak the interface, connect Stripe, and finally get everything ready.

    Then launch day arrives. You built the product first and the distribution later. That’s backwards.

    Watch The Video

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  • OpusClip vs. ThumbnailCreator.com — Do I Still Need Both for YouTube Thumbnails?

    OpusClip vs. ThumbnailCreator.com — Do I Still Need Both for YouTube Thumbnails?

    TL;DR: I’m still using ThumbnailCreator.com for my YouTube Thumbnails.

    I love trying SaaS products and becoming more efficient. But keeping products just because I feel bad? No thanks. I’m also not here to force a SaaS product to make one do what it just can’t do. Some people can get Canva to work for YouTube Thumbnails. I’m just not that good. 

    So when I accidentally discovered that OpusClip now has its own AI YouTube Thumbnail Maker, I immediately had a question:

    Do I still need ThumbnailCreator.com?

    This is especially relevant because I already pay for both products.

    I use OpusClip Pro ($29/mo plan) to extend the life of my videos by turning long-form content into YouTube shorts, Reels, and occasionally posting on X or LinkedIn. ThumbnailCreator.com has become part of my YouTube publishing workflow and dramatically improved the thumbnails on my channel.

    But ThumbnailCreator costs me $29 a month. I’m not complaining about the price. It’s the cost of doing business. And, frankly, my CPA wants me to have more expenses, not fewer. 

    Not to be wasteful with my budget, I had to ask myself: if OpusClip can make the thumbnails too, why am I paying for both tools?

    There was only one reasonable thing to do: record a video!

    SaaS Thunderdome.

    Watch the Video

    Full Disclosure: I’m an Affiliate for Both

    Let’s get this out of the way first. I’m an affiliate for OpusClip and ThumbnailCreator.com. If you use one of my affiliate links and make a purchase, I may receive a commission.

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  • The Business Case for X (Twitter) for Public Speakers

    The Business Case for X (Twitter) for Public Speakers

    This article was originally published on LinkedIn.

    “Visibility is how you create opportunity.” Joe Gannon

    I’m a believer. I’m biased. I love Twitter. I make my money off of Twitter. I’ve been a user since 2007, and sorry, Elon Musk, I still can’t call it “X.” Though, I am trying. It just doesn’t have the same weight and context as “Twitter.” 

    Be that as it may, I know my bias. We’re about to have 20 years of using Twitter to learn from one another, create connections that matter both personally and professionally, and it is the best place to find people willing to learn and have discussions. 

    “Twitter: Excellent for sharing quick insights, engaging in conversations, and staying updated on industry trends.” Salem Speakers 

    “I’ll Never Go Back on X / Twitter.”

    Now, if you’re shaking your head right now because you’ve been part of political Twitter or any other bashing sect, well, welcome to the internet, Sir. There are bullies and unprofessional people everywhere. 

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