Experts expect SaaS’s CAGR (compound annual growth rate) to reach 18.4% between 2024 and 2032, or $317.55 billion. While this is excellent news for SaaS businesses looking to reach and convert new customers, the data reveals a harsh reality about the industry.
The fierce competition is only going to become more intense.
One way to overcome this obstacle is to invest in well-developed marketing and branding strategies and steadily build an image of a reputable business. However, you’ll want to consider how you position your products to guarantee that your target audience perceives your solutions as relevant and valuable.
Successful product positioning can be tricky. Your chosen strategy needs to communicate what your software solution does, but you can’t stop there. It also needs to convey how your product fits into the market and how it’s different from your competitors’ offers. When done well, it will build brand awareness and allow your business to stand out. On top of that, it will help boost sales and nurture existing customers into repeat buyers.
In this article, you’ll find 20 real-world examples of SaaS products with great positioning strategies you can try out for yourself.
Employ quality-based positioning
Superhuman is one of the most coveted SaaS solutions out there. It’s used and lauded by some of the most prominent influencers in the sphere of productivity. And considering its product positioning strategy, this comes as no surprise.
This brand masters quality-based positioning, emphasizing that it’s “the most productive email app ever made.”
By establishing its solution as the highest-quality product in the email app category, Superhuman is effectively attracting a target audience that wants the best. It’s also aligning its SaaS product positioning strategy with the prevalent demand for quality people exhibited over the past few years.
This strategy can be an exceptional choice if your business goals include elevating customer loyalty, as a positive perception regarding quality directly benefits customer satisfaction and retention rates.
Successfully highlighting your solution’s value isn’t just about stating that you offer the best SaaS product in your niche. It’s just as much about specifying the type of quality you bring to the table.
SproutSocial, for instance, emphasizes that it offers a “powerful,” “all-in-one social media management platform” that “unlocks the full potential of social to transform” its customers’ organizations. Furthermore, it backs up these claims with third-party social proof — a great tactic for elevating brand trust and encouraging conversions.
Successfully highlighting your solution’s value isn’t just about stating that you offer the best SaaS product in your niche. It’s just as much about specifying the type of quality you bring to the table.
Let your product do the positioning
Effective SaaS positioning isn’t just about making the most impressive claims. It’s much more about proving to your target audience that your solution does what it promises and helping them develop a well-informed opinion on the effectiveness of your offer.
Given this, it’s a good idea to let your product do the positioning, like AI Humanize has done.
Understanding how important it is for consumers to know that a product effectively removes their pain points, AI Humanize chose to include a free version of its solution on its homepage.
This approach doesn’t just establish the product’s effectiveness at humanizing AI text. It also instantly engages web visitors. It encourages them to interact with the app free of charge. Finally, it maximizes the chances of each user interaction ending in a conversion, successfully shortening the sales cycle.
Make use of explainer videos
Video content has become a dominant force in digital marketing, with studies showing that 72% of consumers prefer learning about a product or service through video. In fact, viewers retain 95% of a video’s message, compared to just 10% when reading text alone.
For SaaS businesses, this means explainer videos are not just engaging but also one of the most effective ways to communicate complex product features quickly and clearly.
That’s why video-based demos, like Topview’s extremely comprehensive “feature tour,” are a great way to differentiate and position your SaaS product.
The brand packs a considerable amount of product information into 45 seconds by ensuring that the video focuses on product capabilities and avoids fluff and vanity content.
The foundation of this approach’s success is using imagery and video to demonstrate the feature being discussed. Each unique product function is smartly visualized, enabling users to instantly compare it to competitors and establish its range of applications.
Position your product for all your major user segments
If you’re looking for stand-out examples of SaaS product positioning, why not do something similar to DialMyCalls?
Instead of focusing on price, quality, or functionality, this brand does something different. By creating a Who Uses Us? section on its website, the brand defines each user type its solution can benefit. This allows Dial My Calls two things.
On the one hand, the approach is an excellent way to encourage web visitors to recognize themselves as a potential candidate for successfully implementing Dial My Calls messaging services. On the other hand, it helps the business create hyper-relevant messaging that resonates with leads from specific and diverse industries.
By using context in this way, Dial My Calls achieves high engagement rates thanks to the laser-focused messaging that comes with positioning its product for all major user segments.
Position your solution as convenient and easy-to-use
Check out BambooHR. Does anything stand out about its positioning strategy?
If you examine Bamboo closely, you’ll see that the business emphasizes convenience. It doesn’t just describe its product as an “easy-to-use platform for everything HR.” It also invites prospects to simplify HR and directly mentions everything its SaaS solution does.
If you consider what drives consumers’ buying decisions, this approach makes perfect sense.
Although not often addressed in connection with product positioning, convenience strongly impacts consumer purchasing decisions.
According to a survey conducted in August 2024, 77% of U.S. buyers want convenience — speed, comfort, accessibility, and availability — when shipping. And they’re even willing to pay 5% more for these benefits. Moreover, they regularly prioritize buying convenient solutions, showing just how beneficial it can be to position your offer as the most agreeable option.
Confidently position your product against competitors
Competitor comparisons can effectively position your SaaS product as the best option on the market.
For example, check out how StudyX uses it to achieve its goals.
Knowing that leads at the bottom of the sales funnel need extremely granular comparison points to choose between potential solutions, the brand creates dedicated comparison pages for each competitor.
This allows StudyX to keep prospects on its website (increasing their chances of converting into customers). It also creates a space where it can control how the comparison is approached, allowing the business to create powerful and convincing messaging that establishes the superiority of its product.
Of course, you can do this on other channels as well — not just your homepage or dedicated landing pages.
For example, Reclaim uses its company blog to publish reviews and buying guides for productivity apps.
On the one hand, this is an excellent opportunity for Reclaim to position its product as the best in the industry. On the other hand, it’s also a great way to attract awareness-stage consumers and immediately establish the brand’s product as the industry standard they’ll want to compare anything else to.
Emphasize customer service quality
Check out the Fathom homepage. Is there anything that stands out about how the brand positions its SaaS product?
If you look closely, you’ll discover that the brand keeps returning to one core characteristic of its solution — its customer-orientedness. Fathom highlights the fact that it’s the “#1 rated AI notetaker.” The business even backs up these claims with third-party social proof, as well as an easy-to-browse selection of customer reviews with the option to filter feedback based on the use case it describes.
This positioning strategy is an excellent choice for SaaS brands for several reasons.
After all, consumers don’t just demand an excellent customer experience — they’re willing to pay up to 16% more for it. Moreover, investing in CX might be the best way to ensure your SaaS product stands out in a sea of options.
According to Forrester’s 2024 U.S. Customer Experience Index, the quality of customer service is declining — and even industry leaders are struggling with it. Yet, those who position themselves as “customer-obsessed” report 41% faster revenue growth, 49% faster profit growth, and 51% better customer retention.
With this in mind, explore opportunities to position your SaaS products as offering unmatched customer service. Taking inspiration from the example above is a great start. However, you could easily extend this tactic to channels beyond your website.
For example, Gusto regularly includes user-generated content in its social media marketing, knowing that it can be helpful in highlighting its dedication to customer satisfaction.
Or, if you check out Holded, you’ll see that a significant portion of its content strategy relies on publishing customer stories — which are the perfect medium for the business to position its SaaS product as genuinely effective at solving consumer pain points.
Highlight unique features in your product positioning
The SaaS industry can be rather competitive. And with a growing number of available solutions, it’s becoming more challenging to position products as the best at solving customer pain points.
But look at how Figma aims to overcome this obstacle. By continually highlighting its software solution’s unique feature — the ability to collaborate during the design process — this brand manages to effectively differentiate itself from its competitors and establish its solution as the best available choice for teams.
What’s so great about this brand’s approach is that it uses every opportunity to emphasize collaborative features. The value proposition strategically uses the word “together.” The Uses section highlights collaborative features. Plus, the homepage dedicates significant web real estate to how Figma allows designers and developers to collaborate in an easy and intuitive workflow.
Alternatively, you can be even bolder when positioning your solution as unique and different.
Stampli points out that it’s “the only finance operations platform centered on AP.” As opposed to alternative SaaS products, this brand doesn’t see AP as an afterthought, allowing it to provide its users with a much better experience in boosting team productivity in the invoice lifecycle.
Use off UX/UI Design to differentiate your product
Although feature-based positioning can help your SaaS brand stand out, it’s important to remember that not all buyers prioritize features. The 2025 Software Buying Trends Report from Gartner revealed that 39% of SaaS buyers who regret their purchase do so because of adoption difficulties.
So, if you’re looking for tactics to establish your SaaS product as the best choice for your target audience, why not build your case based on your solution’s UX and UI design?
This is what Bear does. Knowing how crucial ease of use is to its ideal customers, the brand uses in-app recordings to show how the software works.
The result is an online presence that positions the brand’s product as a high-quality note-taking solution. The approach also establishes that the product is simple and intuitive, making it much easier for the business to convert new users looking for simple yet effective products.
Or, check out how Todoist does it. Knowing how confusing its advanced and new features can be to non-expert users, this brand regularly publishes functionality walkthroughs on its social media pages.
This marketing strategy engages prospects looking for effective productivity tools. It also ensures that existing customers have a continually positive experience with the app, maximizing their chances of staying loyal users and positioning the product as an effective tool that continues to evolve with its users.
Specify use cases to achieve application-based positioning
Finally, as you explore effective SaaS product positioning strategies, don’t be afraid to focus on highly specific product applications — as Shopify has done.
Knowing that its target audience has distinct needs, this SaaS brand addresses the different tasks its solution can solve for customers.
Alternatively, you can take inspiration from Asana. This SaaS brand has a dedicated “Uses” website section, where prospects get to explore the different ways they can apply the software.
This is an exceptionally effective tactic — especially for positioning the solution as the best choice for specific user needs. Additionally, this type of content is a great option for attracting consumers in the top-to-mid stages of the buyer’s journey, seeing as it addresses a specific pain point and immediately positions Asana’s software as the ideal solution.
Address pricing to position your product
Some of the best examples of SaaS product positioning strategies come from businesses focusing on price.
Look at Canva, for instance. Seeing as the brand targets a wide variety of users, it uses messaging that resonates with one of the primary buying considerations today’s consumers have — pricing.
This brand presents its solution as the “perfect fit for everyone.” Moreover, it emphasizes the versatile subscription models users can choose from. It also makes the entry point for its product exceptionally attractive, seeing that its free plan offers far more features than any of its competitors’ solutions.
Slack does something similar by communicating that its product “is free to try as long as you’d like.”
Now, this product positioning strategy makes a lot of sense — especially if you consider one of the most prominent buying behaviors from 2024, which is price-consciousness.
According to G2’s Buyer Behavior Report, over 20% of buyers opted for a multi-year contract to save time and resources on the buying process and receive discounts. Furthermore, Edelman’s 2023 Special Report discovered that 91% of consumers prioritized price when choosing what brand to shop with.
However, it’s important that, when using a price-based positioning strategy for your SaaS product, you don’t fall into the trap of thinking you must only focus on affordability.
On the contrary, a price-based approach can be equally effective if you assign a higher value to your offer. This is especially effective for communicating unmatched user value, emphasizing advanced features, or positioning your solution as a premium option in your industry.
For instance, Keap’s target audience consists of serious, growth-oriented brands. Its main goal is positioning its SaaS product as the best CRM automation option. So, to ensure that prospects understand what’s different about this brand’s solution, Keap emphasizes that its plans include all features, allowing them to reach all their growth goals.
Final thoughts
Positioning your SaaS product in the right way can make or break your marketing and conversion efforts.
Essentially, getting it right boils down to knowing your ideal customers’ unique wants and priorities. If you understand those, you can make the right decisions regarding how you present your solutions. You can also take inspiration from the real-world examples above and recreate the tactics that could work for your brand.
No matter what you do, remember to keep your customers at the center of your positioning strategy. This will help you establish a positive reputation and unique place in your target market. Plus, it will inform the entirety of your marketing activities, helping you stand out and outperform your competitors.
