SaaS companies in 2024 need to stand out with creative, high-impact content marketing strategies. It’s no longer just about putting out blog posts or ebooks; it’s about delivering value through content that speaks directly to your audience, whether that’s in the form of a compelling case study or a viral social media post.
In this article, we’ll showcase 30 examples of outstanding content marketing from 10 leading B2B SaaS companies. These examples cover everything from engaging video masterclasses and community-driven initiatives to ROI-focused reports and even fun TikTok content. Whether you’re looking for new ideas or ways to refine your current approach, these strategies can help you elevate your content game.
What Makes a SaaS Content Strategy Work in 2024?
The secret sauce of successful B2B SaaS content marketing lies in the perfect blend of strategy, storytelling, and data-driven decision-making. It is all about knowing your audience, understanding their needs, and providing value through content that educates, informs, and, of course, sells. But successful content marketing is not just about writing blog posts. It includes everything from social media marketing and email marketing to SEO, webinars, and more.
SaaS marketing in 2024 is all about being relevant, engaging, and consistently adding value. The best strategies do more than just drive traffic — they build trust, create demand, and position your brand as a go-to resource in your industry. Here are a few trends that are driving content success this year:
- Leveraging AI tools for personalized user experiences.
- TikTok and YouTube Shorts are making waves even in B2B SaaS.
- Building active communities around your product to drive organic growth.
Now, let’s dive into the examples.
30+ SaaS Content Marketing Examples for 2024
Explore how each of these brands — Salesforce, Ahrefs, Qualified.com, Intercom, Metadata, Semrush, PandaDoc, HockeyStack, Cognism, and Lavender — are using content to connect with their audiences, build trust, and generate leads. Get inspired to apply these proven strategies to your own content efforts and see what works best for your SaaS marketing strategy.
Salesforce: Content That Feels Like a Service
1. Proprietory Streaming Platform
Salesforce created Salesforce+, a streaming platform that offers live events, original series, and on-demand content.
Think of it as Netflix for business content. The idea here is to create a content ecosystem that keeps users engaged while positioning Salesforce as more than just a software provider — it’s a media brand.
Pro Tip for B2B SaaS: Consider how you, as SaaS marketer, can transform your content into a more immersive experience. Can you repurpose your best content into something like a podcast series or an on-demand video library?
2. Live Events and Local Engagement
Salesforce also doubles down on local events through its World Tour.
By bringing industry leaders together, these events don’t just promote products — they build communities and generate tons of content for other channels.
Pro Tip for B2B SaaS: If you’re not ready to host major events, try organising smaller meetups or virtual roundtables that can spark valuable conversations. Remember, quality over quantity.
3. ROI-focused Case Studies
Salesforce uses in-depth, ROI-focused case studies to highlight real-world success stories. These case studies are detailed, data-driven, and heavily promoted across various platforms.
A few examples:
- Wiley sees 213% return on investment with Einstein for Service
- Formula 1 boosts fan satisfaction to 88% by making every second count
- Simplyhealth cuts email response times by up to 90% to transform customer support
Pro Tip for B2B SaaS: SaaS marketers should invest in detailed case studies with your most successful clients. Case studies are critical at the bottom of the marketing funnel. Make sure yours focus on specific metrics and customer testimonials to build trust.
Ahrefs: Educating While Entertaining
4. Educational Youtube Channel
Ahrefs has mastered video marketing with its YouTube channel, which focuses on search engine optimisation and content marketing tips. The content is practical and actionable, which has helped the channel grow to hundreds of thousands of subscribers.
A few examples of successful videos:
- Digital Marketing for Beginners: 7 Strategies That Work
- How to Speed Up Your WordPress Website (Simple Guide)
- SEO For Beginners: A Basic Search Engine Optimization Tutorial
Pro Tip for B2B SaaS: Video doesn’t have to be high-budget. Start small with short, value-packed videos answering your audience’s key questions.
5. Community-driven Content
Ahrefs has built a community that actively shares content and tips, driving engagement and loyalty.
Whether it’s through a forum or social media groups, encouraging user-generated content is a powerful way to grow organically.
Pro Tip for B2B SaaS: Think about launching a community hub where your existing users can connect and exchange ideas. It’s a great way to build advocacy and create content at scale.
6. Viral Twitter Threads and Personal Branding
Ahrefs leverages its CMO’s personal brand and the company’s Twitter presence to distribute content and engage directly with its audience. Short, insightful threads perform well and often go viral.
A few examples of great posts:
- Tim Soulo’s Tweet
- 9 (free!) keyword research tools to try
- 18 Ahrefs’ hacks we bet you didn’t know of
Pro Tip for B2B SaaS: Invest time in building personal brands for your key team members. Their insights can amplify your company’s voice on platforms like LinkedIn and Twitter and be the successful driver behind the brand awareness campaign.
Qualified.com: Scaling Thought Leadership
7. Domain-focused Podcast
The podcast Pipeline Visionaries was launched with the intent to establish the brand as a thought leader in the SaaS industry. By inviting successful SaaS growth leaders to discuss deep topics, Qualified.com aims to provide valuable insights to its audience and build trust. In turn, this could lead to increased brand visibility and customer engagement.
A few examples of great episodes:
- Utilizing Data Insights for Product Marketing Success
- Elevating Your Value Story at a PLG Company with Calendly’s CMO
- The Power of Segmentation and Experimentation in Saturated Markets
Pro Tip for B2B SaaS: A podcast can help establish you as a thought leader in your industry. But it doesn’t have to be a huge production. Start with a limited series focusing on a niche topic relevant to your audience.
8. Own Digital University
The establishment of Qualified University was aimed at not just providing product-specific information but also offering relevant industry insights.
The strategy here is to provide value to users beyond the usual product offering, thus enhancing brand loyalty and increasing user retention.
Pro Tip for B2B SaaS: Develop educational resources that add value to your audience and potential new customers. Whether it’s webinars, e-books, or online courses, these resources can help demonstrate your expertise.
9. Dynamic Playbooks
Qualified.com offers step-by-step guides that help users get the most out of their software. These playbooks reduce churn and boost customer satisfaction.
A few instances of awesome dynamic playbooks:
Pro Tip for B2B SaaS: Creating detailed how-to content helps your current customers succeed with your product, making them more likely to stick around.
Intercom: Mastering Long-Form Content
10. Regular Webinars + Recordings
Intercom hosts weekly webinars and makes them available on-demand. These sessions cover everything from customer support trends to product tutorials.
A few examples of recorded webinars and landing pages:
Pro Tip for B2B SaaS: Host webinars regularly to connect with your audience. Record these webinars as they can be repurposed as video content, blog posts, or even gated content to maximize their value. Keep in mind that it’s very important to establish KPIs like sign-ups, attendance rate, and lead conversion rate from the very beginning.
11. Long-form Blog Content
Intercom is known for its in-depth, well-researched blog posts. These aren’t just high-ranking pages — they’re evergreen content that continuously attracts traffic.
Examples of long-form content:
- Automated customer service
- Defining customer support in 2024
- What is customer acquisition cost and why does it matter?
Pro Tip for B2B SaaS: Long-form content with diligent keyword research and quality backlinks can help improve your search engine ranking, boost your SEO strategy, and demonstrate your industry knowledge. Focus on topics that are relevant to your audience and update your content regularly to keep it fresh. You can also transform them into white papers and distribute them separately.
12. Ungated Product Demos
Among great SaaS marketing examples are Intercom’s product demos. This company makes product demos freely available, reducing barriers to entry for potential users. This marketing strategy increases trial sign-ups and conversions.
Examples of ungated product demos:
- Demo: How to track user data
- Demo: Introduction to the Messenger
- Demo: How to customize your Messenger
Pro Tip for B2B SaaS: Offering free access to demos without any gate can help capture leads who might not be ready to commit but want to explore your product.
Metadata.io: Data-Driven Strategies
13. Slack Community
Metadata launched the Demand Community, hosted on Slack, to bring together growth and demand generation leaders.
This community provides a space for industry professionals to share ideas, discuss trends, and collaborate on strategies. By fostering a community-driven approach, Metadata has positioned itself as more than just a software solution — it’s now a hub for valuable insights and peer-to-peer learning.
Pro Tip for B2B SaaS: Building a dedicated community, whether on Slack or another platform, can strengthen relationships with your audience. Focus on creating a space that facilitates genuine conversations, knowledge sharing, and connections.
14. ROI Reports
Metadata partnered with the authoritative company, Forrester, to create an ROI report that showcases the tangible results of Metadata customers.
By doing this, Metadata aims to provide potential customers with evidence of the value their solutions offer. They expect this effort to boost credibility and trust in their solutions, which could ultimately lead to increased sales.
Pro Tip for B2B SaaS: Collaborate with respected industry analysts to produce content that makes SaaS marketing valuable and backs up your claims with hard data.
15. Data-Driven Content
With unique access to data, Metadata creates content that offers insights no one else can. They publish benchmarks, trends, and guides that their audience can’t find elsewhere.
Example: 2023 Paid Social Benchmark Report
Pro Tip for B2B SaaS: Use your internal data to create original content that stands out. Metrics and insights unique to your SaaS products are content gold.
Semrush: Leveraging Market Insights
16. Aggregated Market Data Reports
Semrush leverages its access to market data and search-related analytics to produce engaging top of the funnel content, including various infographics.
They do this to establish themselves as a leader in their industry and provide their audience with valuable insights. As a result, they anticipate increased engagement with their brand, leading to higher customer retention and loyalty.
Example: The State of Search 2023
Pro Tip for B2B SaaS: If your SaaS handles large amounts of data, think about how you can aggregate that into shareable reports or infographics.
17. Own Certification Academy
Semrush Academy offers free certifications and courses.
This doesn’t just build brand loyalty — it creates a community of highly engaged users.
Pro Tip for B2B SaaS: Sharing specifics about the use cases of your SaaS through an online academy can help to establish you as an industry expert. Use a mix of free and premium content to cater to different audience needs.
18. Viral LinkedIn Posts
Semrush creates easily digestible content for LinkedIn that often goes viral. Their posts feature quick tips and actionable insights.
Examples of some most engaging posts:
Pro Tip for B2B SaaS: Create short, impactful content pieces designed to be shared on social media. A good tip or trick can go a long way. Also, speed up your process with pre-made templates.
PandaDoc: Community and Creativity at the Core
19. Community Gallery (Community-Generated Templates)
PandaDoc’s Community Gallery highlights template designs created by their users.
This approach allows customers to share their best practices and inspires others with real-world use cases. It also provides a library of reusable templates that can be downloaded and adapted, enhancing customer success and engagement.
Pro Tip for B2B SaaS: Creating a community-driven platform where customers can share their resources and experiences builds trust and a sense of belonging. This can also generate valuable user-generated content that showcases how your product works in real scenarios.
20. Funny B2B Content on TikTok
PandaDoc embraces TikTok with a playful strategy, sharing content that’s engaging, humorous, and relatable to B2B buyers.
By humanizing their brand and taking a lighthearted approach, they make B2B content more digestible and enjoyable.
Pro Tip for B2B SaaS: Don’t hesitate to show a fun and relatable side of your brand. Platforms like TikTok offer a great space to connect with your audience on a more personal level, even in a B2B context.
21. The Customer Engagement Lab Podcast
PandaDoc’s podcast focuses on engaging their existing customers by discussing interesting and sometimes funny use cases.
By featuring real customer stories and use cases, the podcast strengthens relationships and showcases product versatility.
Pro Tip for B2B SaaS: Consider starting a podcast that highlights your customers’ success stories and creative uses of your product. This not only engages your current users but also acts as social proof for potential customers.
HockeyStack: Interactive Elements and Transparent Content
22. Template Library
HockeyStack provides a comprehensive library of templates designed to simplify marketing measurement and reporting. The library includes cheat sheets for KPIs, reports, and dashboards tailored for different roles, goals, and workflows.
By offering these ready-made resources, HockeyStack helps users streamline their reporting processes and ensure they’re tracking the metrics that matter most.
Pro Tip for B2B SaaS: Offering a template library tailored to specific pain points or workflows is a great marketing strategy to provide immediate value to your audience. These resources can become essential tools that keep users coming back to your brand.
23. Interactive Demo
HockeyStack provides instant access to the product demo through a dedicated website page after a simple email sign-up.
This approach allows potential customers to explore key features on their own, reducing friction in the buying process.
Pro Tip for B2B SaaS: Create a mini product demo that is easily accessible without requiring a full sales process. Allowing potential users to experience your product firsthand can lead to higher sign-ups and conversions.
24. B2B Marketer Streaming Platform
HockeyStack launched The Flow, a streaming platform specifically for B2B marketers. The platform offers a range of content including interviews, masterclasses, and deep dives into marketing analytics and attribution strategies.
By creating a resource that marketers can regularly tune into, HockeyStack positions itself as more than just a tool — it becomes a go-to resource for ongoing (and fun!) learning.
Pro Tip for B2B SaaS: Consider launching a content hub or platform that serves as a continuous learning resource for your audience. By offering high-quality, on-demand content, you can start increasing brand awareness while delivering consistent value. Also, try to make it fun!
Cognism: Data-Driven Content and Thought Leadership
25. Total Addressable Market Calculation
Cognism offers a custom Total Addressable Market (TAM) calculation tool that provides insights tailored to each lead based on internal data and inputs. This tool is an effective way to engage potential customers, turning them into MQLs ready for nurturing.
By providing such personalised and valuable content, Cognism captures lead information and offers prospects a clear value proposition from the start.
Pro Tip for B2B SaaS: Develop personalised tools or calculators that align with your industry. These tools can be powerful lead generation assets that entice prospects to exchange their details for valuable, customised insights.
26. Internal Process Templates
Cognism openly shares internal resources like its SDR Training Schedule Template, The On-Page SEO Checklist, and other strategic documents.
Offering these reusable templates for free not only provides immediate value to potential new users but also positions Cognism as a knowledgeable and generous industry leader.
Pro Tip for B2B SaaS: Sharing templates or internal guides that you actually use in your business can build trust and attract relevant prospects. These resources demonstrate your expertise and help your audience solve specific challenges.
27. Own Printed Book
Cognism published a book titled “Diary of a First-time CMO” which quickly went viral on LinkedIn, significantly boosting the company’s brand awareness.
The book chronicles real experiences and insights, making it relatable and highly shareable. By creating a well-crafted book, Cognism establishes itself as a thought leader while expanding its reach and credibility.
Pro Tip for B2B SaaS: Writing and publishing a book on a topic that aligns with your expertise can be a game-changer for your brand. Books not only boost authority but also become long-lasting assets that continue to generate leads and recognition over time.
Lavender: Bringing Humor to B2B Content
28. B2B TikTok Presence
Lavender leverages TikTok to reach B2B buyers with fun and engaging content focused on cold email strategies.
By using a mix of humor, quick tips, and relatable scenarios, Lavender connects with its audience in a format that’s typically dominated by consumer brands. Their success on TikTok shows that even B2B brands can find an audience on platforms known for more casual content.
Pro Tip for B2B SaaS: Don’t be afraid to explore platforms that might seem unconventional for B2B. TikTok, with its high engagement rates, can be a powerful tool to build brand personality and connect with your audience on a more personal level.
29. LavenderLand or ‘Netflix’ about Cold Emails
Lavender took a creative spin on B2B content with LavenderLand, a streaming-style platform where users can enjoy funny marketing videos on B2B sales topics. This lighthearted content hub offers a break from the usual serious business content, delivering entertainment while still staying relevant.
From hilarious takes on cold emails gone wrong to exaggerated scenarios that B2B marketers know all too well, LavenderLand is the perfect place to unwind while still staying within the realm of sales and marketing.
Pro Tip for B2B SaaS: Not all content has to be serious to be effective. Adding humor and entertainment into your content strategy can humanize your brand and build a deeper connection with your audience. Sometimes, the best way to stand out is by making your audience laugh.
30. Video Masterclasses
Lavender offers high-quality video masterclasses focused on improving email marketing & sales strategies. These sessions are packed with actionable advice and are designed to help viewers implement proven tactics that drive results.
The masterclasses also serve as an entry point for deeper engagement with the brand, leading to more informed and qualified leads. But let’s be honest — Lavender is also crushing the not-boring B2B content game! Just take a look at how they infuse creativity and fun into their educational content.
Pro Tip for B2B SaaS: Offering deep-dive video content can be a great way to build authority and educate your audience. Focus on delivering practical insights that viewers can immediately apply to their own strategies.
How SaaStorm Can Help You Rock B2B SaaS Content Marketing
At SaaStorm, we’re constantly analysing what top B2B SaaS companies are doing in content marketing. We know the SaaS marketing strategies that work — from innovative video content to community-building and data-driven storytelling—and we bring these insights directly to our clients. Our goal is to help you create content that’s not only creative and engaging but also strategically aligned with your business objectives.
Just like most SaaS companies featured in this article, we believe that great content is rooted in data, creativity, and a deep understanding of your target audiences. Whether you need a content marketing strategy, SEO that drives consistent organic growth, or high-impact content that positions you as a thought leader, we’re here to help you create strategies that stand out and deliver real results.
Let me tell you about one of our clients. Here’s how we helped Lingio dominate their market with content:
Our approach for Lingio was built on deep market research, competitive analysis, and insights into what their target audiences was actively searching for. We focused on creating content clusters and pillar pages that ranked high on search engines and drove qualified traffic. By combining keyword research and content gap analysis, we designed a roadmap that directly connected their content strategy to revenue goals.
“I’m very impressed with the results we’ve achieved together with the SaaStorm team. Our organic traffic has grown by 500% in just 6 months, leading to an 11x increase in incoming leads.”
Fredrik Selander, Head of Marketing at Lingio
Whether you’re looking to replicate these kinds of results or take your content strategy to the next level, SaaStorm is here to partner with you. We tailor our services to your unique needs, ensuring that every piece of content is purpose-built to drive growth and measurable outcomes.
Ready to elevate your B2B SaaS content marketing? Let’s discuss how we can help. Book a call with us today and start building a content strategy that sets you apart.
Ready to see results? Let’s chat!
Schedule a Call
SaaStorm experts in your inbox.
