Yet LinkedIn has just released a fresh overview of emerging SaaS market trends, canvassing ways in which SaaS providers can still find their marketing performance at maximum levels, even as the larger market downturn looms with diminished results in customer acquisition.

Notwithstanding this broader economic downturn, though, LinkedIn says investment in SaaS services is still growing and is poised to grow from $176.2 billion in 2022 to $208 billion by year-end 2023.

But most of the expenditure will be by your current customers, and LinkedIn's new 15-page guide looks at how businesses can leverage this opportunity and optimize their performance through the app.

You can download the full report here, but in this post, let's take a look at some of the highlights.

The guide starts by looking at the more recent downturn in the SaaS market and how that has changed approaches for SaaS marketing teams .
In essence, it explains how the focus has shifted from investments made in the acquisition of clients, also towards long-term sustainability and growth for SaaS clients, with vendors being able to benefit through building out their approach, and not keeping their marketing focus limited to acquisition alone.

Which makes sense but as the report points out, many SaaS providers have not integrated their approach in this way, which is the key opportunity right now.

The report then examines the opportunity of LinkedIn itself and the reach that LinkedIn provides to SaaS founders and decision makers.
There are other pointed notes too on the role that LinkedIn can play in the connection and promotion process, with advice on the multiple types of LinkedIn ads you can use in your pipeline.
The bottom line is that SaaS companies have to rebalance spend on marketing - build a brand with the help of content marketing made possible by existing customers, by maximizing opportunity through upsells and cross-sells.

With fewer direct buyers in the market and more constrained budgets, it indicates greater opportunity to built in your marketing approach into reaching prospective and existing customers, which can deliver more effective outcomes.
 
There are some interesting trend notes and LinkedIn data points to consider if you're a SaaS provider. It is worth looking at and considering your current marketing plan.