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Developing an effective marketing strategy is crucial for the success of Software-as-a-Service (SaaS) businesses, given the dynamic and competitive nature of the market. This systematic literature review looks at major tactics including pricing structures, client acquisition and retention, and digital technologies. It emphasizes the problems of transferring academic findings to industry, with an emphasis on data-driven solutions such as hybrid pricing, freemium models, and tailored content. The report provides recommendations for optimizing SaaS marketing to promote scalable, long-term growth.

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A Systematic Literature Review: SaaS Marketing Strategy

  • 会议论文

  • 发表日期：

    2026年

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  • Jannat Khair Chowdhury,
  • S. M. Saikat Hossain,
  • Farzana Sadia,
  • Mahady Hasan,
  • M. Rokonuzzaman,
  • Marufa Akter

摘要

Developing an effective marketing strategy is crucial for the success of Software-as-a-Service (SaaS) businesses, given the dynamic and competitive nature of the market. This systematic literature review looks at major tactics including pricing structures, client acquisition and retention, and digital technologies. It emphasizes the problems of transferring academic findings to industry, with an emphasis on data-driven solutions such as hybrid pricing, freemium models, and tailored content. The report provides recommendations for optimizing SaaS marketing to promote scalable, long-term growth.