Yesterday I was talking to the head of marketing at a fast-growing, <100 person SaaS startup. We were talking about the modern marketing stack and he mentioned that they pay for 35 different SaaS products. Yes, 35 different marketing apps at one small business. Some of the app categories included marketing automation, social media management, A/B testing, SEO analytics, etc.
Here are a few questions that come to mind:
- Is there an upper limit to how many marketing apps a small business will use?
- When does app fatigue set in?
- How many are apps require daily work vs ones that are set it and forget it?
- How is reporting done across so many apps?
SaaS is unique in that once the business has $500,000 in recurring revenue, it’s hard to kill. Thus, there’s a huge cottage industry of SaaS marketing apps that provide value. It’ll be interesting to watch the industry over time and see how it plays out. My prediction: there’s no upper limit of marketing apps and we’ll keep seeing more and more.
What else? What are some more thoughts on the idea that there are 35 SaaS marketing products at one small business?