Digital Marketing Strategy For 5 High-Growth SaaS Startups

INNMCO partnered with five early‑stage SaaS startups in the UNSW Founders program to help them move from ad‑hoc marketing efforts to a clear, scalable demand generation strategy.

Each team had a strong product and ambitious growth goals, but needed clarity on who to target, what to say and how to consistently generate qualified leads.

 Like many SaaS founders and marketing leaders, these startups were facing common growth blockers:

1. Inconsistent lead flow and limited sales opportunities

2. Unclear or overly technical product messaging

3. Marketing activity spread across channels with no clear strategy

4. No structured path from awareness → sign‑ups → revenue

They needed more than tactics. They needed a repeatable marketing system aligned to their business goals

Our objective was simple: build a practical, full‑funnel digital marketing strategy that founders and marketers could execute and scale.

1. Growth & Messaging Audit

We started by auditing each startup’s:

1. Website and conversion paths

2. Existing content and SEO footprint

3. Lead capture and email nurture flows

4. Current acquisition and referral activity

This revealed where demand was leaking and where to focus efforts to drive the biggest impact.

2. Clear Positioning & Content Pillars

Next, we helped founders clarify:

1. Their Ideal Customer Profile (ICP)

2. The core problems their product solves

3. The value propositions that resonate with buyers

From this, we defined content pillars designed to attract, educate, and convert high‑intent SaaS buyers.

3. Full‑Funnel Campaign Design

Using these pillars, we facilitated the design of digital marketing campaign ideas across the entire buyer journey:

1. Acquisition: SEO‑driven blog content, landing pages, and social promotion

2. Activation: Webinars and lead magnets tied to high‑intent keywords

3. Conversion: Email nurturing sequences aligned to product use cases

4. Retention & Referrals: Advocacy and referral concepts to drive compounding growth

The strategy was anchored around high‑value content, Search Engine Optimisation (SEO), referral loops and email marketing to systematically grow traffic, leads and engagement.

1. Translated early‑stage ideas into a clear, cohesive digital marketing roadmap

2. Defined repeatable campaign frameworks for lead generation and lead nurturing

3. Equipped founders and marketing leaders with a strategy aligned to pipeline and revenue outcomes

The startups left with a scalable marketing foundation they could confidently execute as they moved toward their next stage of growth.