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What’s been happening in the SaaS sector over the last 3 months?
Our Buyer Intelligence platform has been continuously tracking first-party buyer signals across our database, bringing you timely insights in the form of our latest SaaS intent report.
Our mission? To help tech vendors keep their demand generation strategies tightly aligned to real market demand.
Published quarterly as part of our category-specific intent reports, our latest blog takes a deeper dive into the shifts most likely to impact your SaaS market campaigns — and how you can action these insights to drive success.
Ready to level up your strategy? Let's go...
Market snapshot
Here's what our latest SaaS intent report reveals about the current market:
- Interest is strongest in the technology, finance, and healthcare industries.
- Traction is highest among enterprises with 1,000–5,000+ employees.
- Sales, marketing and product management roles show the greatest engagement with SaaS topics.
From insight to impact, here's how to apply our insight into your campaigns:
Targeting and segmentation action points:
1. Segment enterprise organisations in surging industries and geos into priority tiers.
2. Within these tiers, filter intent signals among trending job functions to inform topic clusters.
Why?
Segmenting your market into priority tiers helps to focus go-to-market teams on the accounts most likely to convert. Further segmentation techniques such as topic clusters opens up opportunities to tightly align content to specific audience segments. The result? Relevancy at scale.
Research patterns at account level
5 hot topics dominating research in the SaaS space (over the last 3 months), are:
- Data analytics – buyers want faster visibility and AI‑assisted insight; tools that plug into CRM/finance with minimal lift are being shortlisted.
- Customer relationship management (CRM) - stronger pipeline visibility by blending product‑usage and marketing data with configurable automations.
- Artificial intelligence integration - embedding AI into day‑to‑day workflows; scrutiny on governance, explainability and measurable ROI.
- Cloud security- assurance for multi‑tenant data protection; SOC 2, SSO/MFA, audit logs and data residency are frequent asks.
- Collaboration tools - unified chat/docs/projects to reduce context‑switching; SSO and automated provisioning matter for hybrid teams.
The topic showing the greatest decline in popularity is:
- Payment processing solutions with a 14% MoM decrease
What do these insights mean for your content strategy?
To keep your strategy aligned to market demand, we recommend:
- Prioritising data analytics and CRM as cornerstone topics for awareness and education, showcasing real-world applications that improve visibility and decision-making.
- Building mid-funnel resources on AI integration and cloud security, pairing technical credibility with practical implementation stories.
- Using collaboration tools content to connect SaaS benefits to everyday productivity gains (webinars and short videos work particularly well here).
Pro tip: Use AI/NLP tools (topic modelling, entity extraction, semantic clustering) to audit your content library against competitor coverage. Flag underserved subtopics (e.g. SaaS integration efficiency and user adoption optimisation) and build differentiated assets where demand is growing fastest.
Buyer group analysis
For SaaS buyers, complexity, cost, and scalability dominate decision-making. Our report shows the order in which buyers prioritise these factors depends on their role and seniority.
What does this mean for your persona development?
Tailoring content to buyer role nuances is critical for engagement and conversion. Here's how you can translate these insights into accurate personas.
Persona A: Influencers and researchers (typically Sales Managers or Marketing Managers)
- Concerns: lack of support, usability, and slow onboarding.
- Content preferences: they want practical demos, peer reviews, and comparison guides.
Persona B: Mid‑level decision makers (such as Product Managers, IT Leads, or Solutions Architects)
- Concerns: integration issues, security compliance, and scalability.
- Content preferences: they want to see webinars, case studies, and ROI tools.
Persona C: Senior budget holders (such as CFOs, COOs, CIOs or senior procurement leaders)
- Concerns: high costs, vendor lock-in, and ROI justification.
- Content preferences: they need business cases, implementation roadmaps, and long-term strategy guides.
Action point: Create a persona matrix aligned to job functions. Map their pain points against the funnel stages they are most likely to participate in. For example, marketing leads may engage early (awareness content around SaaS benefits), while CFOs and COOs will respond to BOFU tools such as ROI calculators or vendor comparison toolkits.
Recommended reading: How to map content to the new buyer journey
3 SaaS demand gen plays:
Our AI Buyer Intelligence platform is able to interrogate research patterns by buyer stage. Here's how to action these insights into a full-funnel demand gen strategy aligned to real buyer behaviour:
Tip: Keep the exact keyword phrases in page titles, H2s, alt text, and internal links so performance teams can tie content to intent spikes and prioritise syndication/remarketing accordingly.
Ready to activate these insights?
Why not try our demand gen planning framework? It’s a collection of templates and planning aids, including:
- Buyer group intent mapping
- Multichannel campaign blueprint
- Funnel‑aligned strategy shortcuts
Everything you need to turn category intent insights into campaigns that convert.
