Alastair Kane Search Marketing, Search Marketing Partner 1200 627

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Date

31 January 2025

Life is in a constant state of change. It was the Greek philosopher Heraclitus, who is credited with the idea that change is the only constant.

In the decade or so that I have been helping businesses with SaaS SEO strategy, the only thing that has remained constant is the fact that tactics are continually evolving. 

Rapid advancements in technology and shifting customer demands mean that SaaS marketing teams need to become adept at changing with the times – or get left behind.

As we move into 2025, the ability to adopt emerging trends such as AI will be crucial for achieving measurable results and connecting effectively with target audiences.

Here are some top trends shaping B2B SaaS marketing in 2025.

1. Hyper-personalisation at scale

Hyper-personalization leverages AI to deliver highly tailored content to individual website visitors, creating deeper engagement and driving better results. It ensures your audience receives relevant information at the right time, through the right channels, enhancing their overall experience.

To implement hyper-personalization successfully, focus on these key components:

  • Detailed Customer Personas: Develop comprehensive profiles to understand your audience’s needs, preferences, and behaviors.
  • Relevant Content: Create messaging that speaks directly to your audience’s unique interests and challenges.
  • Optimal Timing: Deliver content at the exact moment your audience is most likely to engage.
  • Preferred Communication Channels: Meet your audience where they are, whether it’s email, social media, or other platforms.
  • Dynamic Content: Use real-time data to adapt messaging based on user behavior and interactions.
  • Marketing Automation: Leverage automation tools to manage and scale personalised experiences efficiently.

By utilising high-quality data and combining it with machine learning, hyper-personalization fosters stronger customer loyalty, increases sales, and sets the foundation for long-term business success. It’s more than a strategy—it’s a competitive advantage!

2. The rise of AI and automation

AI-driven automation has the potential to revolutionise marketing for B2B SaaS companies, helping teams scale campaigns, personalize outreach and optimize performance. 

However while automation can improve efficiency, relying too heavily on AI can create impersonal experiences and even cause reputational risks to your brand.

 The key is knowing when to automate and when to keep the human touch.

Here is how AI and automation can help SaaS marketing teams:

Personalisation at scale

Businesses can tailor experiences to individual users more efficiently with the use of AI. For example, leads can be segmented and email campaigns customised based on user behavior, increasing message relevancy and engagement.

On websites, AI-driven personalisation adapts content in real time, ensuring visitors see information that aligns with their interests, keeping them engaged and more likely to convert.

Lead scoring can also be improved by being able to analyse patterns in historical data. By identifying high-intent prospects, sales teams can prioritise efforts where they’re most likely to see results.

Content creation & optimisation

AI tools can assist in content creation, making it easier to maintain a steady publishing cadence. SaaS marketing teams can use AI to:

  • Generate content briefs and first drafts
  • Suggest headlines and subject lines based on engagement data
  • Optimise content for SEO 

However, while AI can speed up content production, human oversight is crucial to ensure quality, originality, and brand alignment.

Chatbots & conversational marketing

AI-driven chatbots enhance lead capture and customer support by engaging visitors in real-time. They can:

  • Answer FAQs about product features, pricing, and integrations
  • Qualify leads by gathering information and routing them to sales reps
  • Provide instant responses outside of business hours

However, chatbots should be programmed to escalate complex inquiries to human representatives to avoid frustrating potential customers.

Marketing analytics & performance optimization

AI tools can analyze vast amounts of marketing data and surface actionable insights, such as:

  • Identifying trends in customer behavior
  • Predicting churn risk based on engagement signals
  • Recommending budget reallocations to improve ROI

AI-powered analytics tools help marketers make data-driven decisions faster, but final judgment should always come from experienced professionals.

AI-powered automation is a game-changer for SaaS marketing, but it should be used as an enabler, not a replacement for human creativity and judgment. 

The most successful teams use AI to enhance efficiency while keeping human oversight where it matters most—strategy and customer relationships.

AI-powered ads

Google Ads AI has improved massively over the last few years. Automated bidding strategies such Maximise Clicks and Maximise Conversions use data points that would normally be hidden with manual bidding, enabling superior ad campaign performance.

Predictive AI models can analyze audience behaviours, optimise bidding strategies, and dynamically adjust ad creative based on engagement levels.

3. Video marketing continues to dominate

With AI-generated content on the rise, there is likely to be an increasing need from consumers for more video content, which is difficult to produce successfully with AI tools.

In a 2023 survey, 91% of businesses said use of video as a marketing tool was key in their strategy.

For B2B Saas businesses selling complex products, video marketing is one of the most effective mediums for communicating the features and benefits of your software.

Here are some ways SaaS marketing teams can incorporate video into their overall strategy:

  • Product demos and walkthroughs that highlight features and benefits.
  • Customer testimonials to build trust and showcase success stories.
  • Short, engaging videos for social media platforms

It’s important to optimise videos for search by adding in relevant keywords to titles, tags, writing an informative and keyword-rich description and crafting a compelling title.

4. The rise of the AI chat bots

AI chatbots have evolved beyond basic customer support tools. In 2025, SaaS marketing teams can use them to increase engagement, improve lead generation potential and personalise customer interactions at scale.

Conversational lead generation

AI chatbots qualify leads in real time, replacing static forms with interactive conversations. They segment users, direct high-intent prospects to sales and nurture colder leads with personalised content or follow-ups.

AI-powered sales enablement

By integrating with CRM systems, chatbots can provide contextual responses based on a prospect’s previous interactions. They can surface case studies, pricing details, and product demos tailored to each visitor’s needs, reducing friction in the buying journey. For self-service SaaS models, chatbots can guide users through free trials, improving activation and retention rates.

Hyper-personalised customer engagement

Modern chatbots can analyse user behavior and past interactions to deliver a more personalised experience. They can suggest relevant blog posts, webinars, or features based on a prospect’s role or industry. 

Some chatbots even leverage sentiment analysis to adjust tone and responses, ensuring more natural and engaging conversations.

Automated product education & onboarding

Users can get real-time guidance so they get the most out of the software. Whether through interactive tutorials, in-app support, or automated troubleshooting, chatbots ensure customers receive instant answers without needing human intervention. This accelerates adoption and reduces churn.

While AI chatbots streamline marketing efforts, they should complement—not replace—human interaction. Bots work best for handling FAQs, qualifying leads, and offering personalised content recommendations. 

However, for complex questions or high-value sales conversations, ensuring an easy handoff to a human team member is critical for maintaining trust and authenticity.

5. SEO with E-E-A-T principles 

As AI-generated content continues to spread like a plague across the internet, Google’s algorithms will get better at spotting low quality generic dross.

It is widely accepted in marketing circles that SEO’s have ruined the internet and Google has to reverse the current narrative that their results are getting worse

EEAT stands for experience, expertise, authoritativeness, and trustworthiness and incorporates a set of guidelines quality raters use to prioritise content that is going to be helpful to the users.

Think of it like a final filter Google uses after identifying relevant content.

EAAT isn’t a ranking factor, and isn’t new to 2025, but I predict that it will become more important this year in the fight against AI spam.

For B2B SaaS specifically, EEAT matters because:

  • Technical complexity: B2B SaaS solutions often involve complex technical concepts and enterprise-level decisions. Content must demonstrate deep expertise to properly explain features, integrations, and implementation considerations.
  • High-stakes decisions: B2B buyers are making significant investments that could affect their entire organisation. They need to trust that the information they’re reading is accurate and comes from credible sources with real industry experience.
  • Long sales cycles: The B2B SaaS buying process typically involves multiple stakeholders and extensive research. Strong EEAT signals help content perform consistently throughout this lengthy decision journey.

In order to demonstrate EEAT principles, any technical content should be authored or reviewed by subject matter experts. Including detailed case studies in the content mix will also demonstrate expertise as well as providing readers with helpful insights into how the software works.

Beyond SEO benefits, strong EEAT helps convert readers into qualified leads by building the credibility necessary for high-value, enterprise software purchases.

6. Shift towards middle to bottom funnel content 

AI is reshaping how people search for information. AI Overviews and AI-powered search assistants provide instant, comprehensive answers to broad informational queries.

This is already impacting the amount of traffic websites receive from search engines. The traditional TOFU content strategy that relies on targeting high volume informational keywords is losing its effectiveness.

If a search user gets an instant response from AI, why would they bother clicking through to a website?

In 2025, SaaS marketers need to pivot to middle- and bottom-funnel content and here’s why:

1. AI Has ‘Stolen’ Informational Queries

Historically, pillar pages and blog content targeting informational queries were a staple of SaaS SEO strategies. These pages ranked well for broad search terms, attracting high traffic that could be nurtured over time.

However, AI-driven search engines have disrupted this model. Queries like “What is marketing automation?” or “How does CRM software work?” are now answered instantly in AI summaries—eliminating the need for users to click through to a site.

Top-funnel content is far less valuable in an AI-dominated search landscape. 

2. Less Traffic, More Conversions: The Power of Lower Funnel Content

Instead of chasing high-volume, low-intent keywords, SaaS marketers should focus on content that aligns with greater intent. This means prioritizing middle and bottom-funnel content, where search volume may be lower but conversion rates are significantly higher.

Here are some key content types to prioritise in this new MOFU/BOFU paradigm:

  • Comparison Pages“HubSpot vs. Salesforce: Which CRM is Right for You?”
  • Pricing Pages & ROI Calculators – Demonstrate cost-effectiveness and value.
  • Use Case-Specific Content“How B2B SaaS Teams Automate Lead Scoring with AI”
  • Case Studies & Success Stories – Real-world proof of product impact.
  • Feature Deep-Dives – Highlight unique differentiators with compelling examples.

By shifting focus to content that helps prospects evaluate, compare, and decide, SaaS marketers can capture leads further down the funnel—where AI-generated answers fall short.

3. Differentiation Through Product-Centric Content

AI can aggregate generic information, but it cannot replicate firsthand expertise or unique insights about your software. This presents a crucial opportunity: creating content that AI cannot easily summarize or replicate.

SaaS brands should:

  • Showcase unique product features with real-world applications.
  • Develop thought leadership pieces that position the product as a category leader.
  • Leverage customer stories and data-driven insights to build credibility.

By crafting highly specific, product-focused content, SaaS brands can maintain visibility in search while attracting high-intent buyers who need more than a surface-level AI summary.

SaaS marketers who move with the times and adapt to AI-driven search will have a significant advantage in 2025. 

Instead of chasing disappearing top-funnel traffic, investing in content aligned with higher intent will yield better ROI, higher engagement, and stronger conversion rates.

In the age of AI search, clicks may be harder to come by so SaaS marketers need to consider how each content piece helps in the conversion process.

Adapt and Thrive: Future-Proof Your SaaS Marketing Strategy

SaaS marketing isn’t just evolving—it’s transforming at an unprecedented pace. AI-driven search, hyper-personalization and the decline of traditional top-funnel content are rewriting the rules of engagement. 

What worked yesterday won’t work tomorrow. Success belongs to those who can adapt, pivot, and embrace new opportunities.

In modern  SaaS marketing, rigidity is a death sentence. Sticking to outdated tactics, will erode your competitive edge. 

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