How to Market SaaS Software: Best SaaS Marketing Strategies

Software as a Service (SaaS) has greatly revolutionized the classical method of software deployment. It has enabled businesses to license and receive software applications as on-demand services, eliminating the need for full installation on individual devices.

In this article, we deliberated on the top-performing SaaS companies rated by their revenue, focusing on their success stories and business models. We will include technical insights and provide examples, offering a multi-dimensional perspective to our evaluation.

Microsoft Corporation

Microsoft, in terms of total revenue, still stands as the leading provider in the SaaS market.

From the pioneering Windows OS, Microsoft has transitioned into a leader in the cloud market — Microsoft Azure, and a suite of productivity tools — Microsoft 365 which generates the colossal chunk of their SaaS revenue.

For instance, Microsoft’s Intelligent Cloud generated over 17 billion USD in revenue in Q1 2021 alone – a 23% increase from the prior year[^1^]. Such a massive revenue growth is a testament to Microsoft’s technical acumen in creating scalable, innovative and diverse SaaS solutions.

[^1^]: (source: Microsoft Q1 2021 earnings)

Founded in 1999, revolutionized the CRM (Customer Relationship Management) landscape by being pioneers in the as-a-service model. The company has a model that emphasizes cloud, mobile, social, IoT, and AI technologies.

Salesforce made a noteworthy move in 2019 by acquiring Tableau, a data visualization software. This acquisition boosted its analytics offerings, contributing massively to Salesforce’s revenue growth. As per the Q4 2021 report, Salesforce revenue was 5.82 billion USD[^2^].

[^2^]: (source: Salesforce Q4 2021 earnings)

Adobe Systems Incorporated

Adobe has transitioned from a traditional software company, selling packaged software products, to an as-a-service model. Adobe’s SaaS suite includes Creative Cloud, Document Cloud, and Experience Cloud.

Adobe’s industry-standard software, such as Photoshop and Illustrator, have evolved into cloud-based services, contributing massively to their revenue through subscription-based pricing. In their last fiscal report, Adobe’s revenue accounted for $3.91 billion[^3^].

[^3^]: (source: Adobe Q1 2022 earnings)

Oracle Corporation

Oracle, a multinational computer technology corporation, offers a wide range of SaaS applications. Oracle’s SaaS revenue comes essentially from ERP (Enterprise Resource Planning) and HCM (Human Capital Management) cloud applications.

Oracle’s financial strength comes from its “Software License Update and Product Support” division, which maintains the applications and databases deployed by its customers. Oracle’s revenue for the fiscal year 2021 was $40.5 billion[^4^].

[^4^]: (source: Oracle 2021 Annual Report)


SAP SE, a German multinational, offers a broad array of software solutions. Its primary revenue driver is its ERP software, SAP S/4HANA.

SAP’s revenue for fiscal year 2021 was roughly €27.4 billion[^5^].

[^5^]: (source: SAP 2021 Annual Report)


The SaaS model has redefined the way businesses procure and use software applications. The scalability, flexibility, cost-effectiveness, and innovative design principles have given SaaS organizations a competitive advantage.

These leading SaaS companies by revenue are setting higher standards for software services with strategic acquisitions, diversifications, and continuous evolution in technology. Their ability to meet the ever-changing demands of modern business has resulted in their enormous revenue figures. The spotlight on SaaS is set to grow even brighter as businesses continue to embrace digital transformation.”

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