IT companies are switching from traditional infrastructures to the cloud to get rid of long-term equipment costs and improve clients’ accessibility. This software, known as SaaS, is accessible from any device and around-the-clock via an internet browser. 

This new tech trend has become very popular and follows a revenue model where users pay recurring fees on a monthly or annual basis to access cloud-based software applications. 

Because of the industry’s expansion, it is important to understand the marketing strategies used by such companies to increase their brand awareness as it helps them make people aware of their brand and their products. Additionally, a successful brand awareness strategy can influence customers’ decision-making process, in order for the company to get more sales.

The purpose of this dissertation is to examine the brand awareness strategies in SaaS companies. 

The research will be conducted by exploring the existing literature and surveying industry experts. The first part of the dissertation is based on secondary data in order to explain what SaaS is all about and make research on all the possible brand awareness strategies through scientific articles, academic publications, case studies, whitepapers, and so on. Then, the marketing strategies of SaaS companies will be examined by conducting a survey (sending questionnaires to SaaS marketing executives). The goal of the survey is to understand which brand awareness strategies are the most widespread as well as to identify the most successful ones based on survey data.

Lastly, recommendations are given to SaaS companies as well as topics for further research.