The (Four) 4ps of Digital Marketing for Your Business

Let’s get one thing straight: marketing isn’t what it used to be.

Sure, the classic 4Ps—Product, Price, Place, and Promotion—still matter, but in today’s digital-first world, they need a serious upgrade.

After two decades in the trenches of SEO and digital strategy, I’ve learned one universal truth: marketing is about people, not just products.

So, I’m adding a fifth (and most important) “P” to the mix: People. Because, let’s face it, algorithms and automation are great, but the human connection is what truly drives growth.

Ready for a fresh take on the 4Ps (plus one)?

1. Product: More Than a Feature List—It’s About Connection

Over the years, I’ve interacted with countless SaaS products—some groundbreaking, some forgettable. What separates the winners from the rest? It’s not just the product’s features; it’s the experience, process, and, most importantly, the team behind it.

Let me share what I’ve learned. When people are looking for content about a product, they’re not just looking for a dry list of specs or features. They’re asking deeper questions:

• How will this solve my problem?
• What does the process of using it look like?
• What kind of support can I expect if things go wrong?

One thing I’ve noticed is that a SaaS product shines brightest when it feels human—when it’s backed by a team that clearly understands the customer’s pain points and works relentlessly to address them. This isn’t something you can fake; it’s embedded in every interaction, from the product design to the support emails.

Here’s How I Break Down a Great SaaS Product:

1. Process, Not Just Features
   Many SaaS products market themselves as solutions, but they forget to walk users through the process. For instance, let’s say you’re exploring a project management tool. Instead of just saying, “It organizes tasks,” show users how it can streamline their workflow step-by-step. What does onboarding look like? How does it integrate into existing tools? A product that guides users through the experience creates trust—and that trust translates to loyalty.
2. Experience and Feedback Matter
   In my experience, SaaS companies that listen to feedback grow faster. I’ve had the privilege of testing beta versions where my feedback shaped the final product. That kind of responsiveness creates an emotional connection. For your readers, highlight how feedback loops are built into the product’s evolution. Show them the human side of the product—the willingness to improve and adapt.
3. The Team Behind the Product
   Here’s an insight many overlook: people want to know the humans behind the product. Why? Because it builds credibility. A relatable story about the founders, the team’s vision, or even the customer support heroes can turn a faceless brand into a community they want to be part of. SaaS companies that introduce their teams through blogs, webinars, or even quirky bios on their website stand out because they feel authentic.

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My Advice for SaaS Content Marketers:

If you’re creating content around a product, go beyond the basics. Here’s what your audience actually wants:

1. Showcase the process: Break down how the product fits into their workflow. Use screenshots, real-life scenarios, or even customer stories.
2. Highlight feedback loops: Include testimonials or stories about how the product improved based on user input.
3. Celebrate the team: Introduce the people behind the scenes. Share their passion, expertise, and commitment to solving user problems.

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When you create product content that addresses these deeper layers, it’s no longer just content—it becomes a relationship-builder. And that, in my experience, is what converts readers into loyal users.

2. Price: It’s Not About the Number, It’s About the Perception

If there’s one thing I’ve learned from working with SaaS products, it’s this: price is more than a dollar amount—it’s about the value the customer feels they’re getting. Over the years, I’ve seen pricing strategies make or break a product’s success, and I’ve had my fair share of “aha” moments analyzing why certain models work better than others.

When you’re crafting pricing strategies or creating content around pricing, you have to go beyond the surface. It’s not just about what you charge—it’s about how you position that price to match your audience’s expectations, budget, and sense of value.

Here’s what I’ve noticed in my experience:

1. Pricing Models That Tell a Story

Some of the most successful SaaS products I’ve encountered don’t just slap a price tag on their offering. They use their pricing model to tell a story about their product. For example:

• A freemium model says, “We’re confident you’ll love our product—try it for free and upgrade when you’re ready.”
• A tiered pricing structure says, “We’ve got something for everyone, from small businesses to enterprise giants.”
• A dynamic pricing model says, “We understand your unique needs and can adjust accordingly.”

I remember testing a SaaS platform that offered a flexible subscription plan where you could scale your costs based on the features you used. It felt like the company understood me—it wasn’t just selling a product; it was aligning with my business needs. That’s the magic of a well-thought-out pricing strategy: it feels personal.

2. The Psychology of Pricing

Over the years, I’ve come to appreciate how small pricing tweaks can make a big difference. I once advised a SaaS company to shift from a $100/month flat fee to $99. The result? A surprising uptick in conversions. Why? Because $99 feels less intimidating than $100—it’s a psychological trigger.

Other tricks I’ve seen work include:

• Charm pricing: Prices ending in .99 or .95 often feel more approachable.
• Anchoring: Presenting a high-tier plan first makes the lower-tier options look more affordable.
• Scarcity: Limited-time offers create urgency and encourage faster decision-making.

But here’s the caveat: these tactics only work when they’re aligned with the value the product delivers. You can’t use scarcity to sell something that doesn’t deliver results—it comes across as manipulative, and customers won’t trust you.

3. Pricing That Builds Trust

One thing I always emphasize when working with SaaS companies is the importance of transparency. Customers don’t just want to know the price—they want to understand why the price is what it is. Pricing pages that break down the benefits of each plan and explain what’s included build trust and confidence.

I’ve also seen how offering flexibility—like monthly vs. annual plans—makes pricing feel less like a barrier. I once worked with a startup that introduced installment payments for their higher-priced tiers. The result? Customers who couldn’t afford the upfront cost suddenly had a way in, and the company saw a significant boost in revenue.

My Advice for SaaS Content Around Pricing:

If you’re creating content about pricing, don’t stop at listing numbers. Here’s what your audience really wants to know:

• What’s in it for them? Clearly explain the value they’ll get at each price point.
• How does it align with their needs? Highlight flexibility, customization, or how your pricing model evolves as their business grows.
• Why is your product worth it? Share case studies, testimonials, or even a breakdown of what goes into the cost—like dedicated support, ongoing updates, or robust security.

When I look back at my experiences with SaaS pricing, one thing stands out: the best pricing strategies don’t just sell a product—they sell confidence. They make customers feel like they’re getting more than they’re giving up. And when you communicate that effectively, price becomes a reason to buy—not a reason to hesitate.

3. Place: Meet Your Audience Where They Are (And Everywhere Else They Go)

When I think about the evolution of “place” in marketing, it’s incredible how far we’ve come. Back when I started, “place” was often synonymous with physical stores or traditional advertising. But today? Place is wherever your audience spends their time—online, offline, or somewhere in between.

One of the biggest lessons I’ve learned from working with SaaS companies is that your “place” isn’t just about where you sell—it’s about how seamless and connected the journey feels across every touchpoint. Whether your audience finds you through a Google search, a TikTok video, or an email, they expect consistency. And the brands that win are the ones that deliver a cohesive experience, no matter where their customers start.

1. Omnichannel Isn’t Optional Anymore

I remember working with a SaaS platform that initially focused all its efforts on paid search ads. While they saw some success, they weren’t reaching their full potential. Why? Because their audience wasn’t just on search engines—they were scrolling through Instagram, networking on LinkedIn, and catching up on YouTube tutorials.

Once we implemented an omnichannel strategy—where every platform worked together to guide the user—we saw engagement skyrocket. Suddenly, customers were discovering the product through multiple touchpoints, each reinforcing the brand’s value. The takeaway? You can’t rely on just one channel—your audience expects to find you wherever they are.

2. The Seamless Experience is Everything

One of the most impactful lessons I’ve learned is how vital it is to create a seamless customer journey. Let me share an example: I once signed up for a SaaS platform after seeing an ad on Instagram. It took me to their website, but the landing page didn’t match the ad. The tone was different, the visuals felt disconnected, and I ended up feeling confused.

Contrast that with another SaaS product I tried. Their Instagram ad led me to a landing page that felt like an extension of the ad—same visuals, same messaging, and a simple call-to-action. From there, the process of signing up and onboarding was effortless. That kind of consistency builds trust and makes customers feel like they’re in good hands.

3. Be Ready for New Frontiers

If there’s one thing I’ve learned over the years, it’s that the “place” is constantly changing. Social media platforms rise and fall, technologies like AR and VR redefine what’s possible, and the metaverse is becoming a reality.

I’ve seen forward-thinking SaaS companies experiment with emerging channels, and it pays off. For example:

• A virtual storefront in the metaverse lets customers explore products interactively.
• Augmented reality (AR) tools allow users to “try before they buy” in ways that were unimaginable a few years ago.
• Platforms like TikTok open up opportunities to create bite-sized, engaging content that resonates with younger audiences.

The key? Don’t be afraid to explore. Early adopters often reap the rewards of standing out in new spaces.

My Advice for SaaS Content Around Place:

If you’re creating content about “place,” focus on making your audience feel like they’re at the center of a connected, thoughtful journey. Here’s how:

• Show your omnichannel strategy: Highlight how your product creates a seamless experience across platforms—whether it’s social media, email, or your website.
• Meet them where they are: Tailor your content to the platforms they’re already using. For example, use TikTok for quick, engaging demos or LinkedIn for thought leadership.
• Be future-ready: Talk about how your product is exploring or leveraging emerging technologies like AR, VR, or the metaverse.

One thing that’s always stood out to me is that the brands that win in “place” are the ones that make it easy for their audience. Easy to find them, easy to trust them, and easy to move through their customer journey. Whether that’s through a social media post, a well-optimized website, or a virtual experience, your place is wherever your customers need you to be.

So, where’s your audience hanging out today? Let’s make sure you’re there.

4. Promotion: Stop Selling, Start Building Connections

When I think about promotion, one thing stands out from my experience with SaaS companies: promotion isn’t about pushing your message—it’s about building a relationship. The days of shouting into the void and hoping someone hears are long gone. Today, it’s all about crafting meaningful, personalized experiences that resonate with the right people at the right time.

I’ve seen how SaaS companies that embrace this philosophy thrive. They don’t just promote their product—they promote trust, understanding, and value. Let me share what I’ve learned about modern promotion.

1. Data Is Your Compass, Storytelling Is Your Engine

One of the biggest lessons I’ve learned is the power of combining data with storytelling. I’ve worked on campaigns where we used customer behavior data to craft highly personalized promotions. For instance, a SaaS platform we promoted targeted users who had abandoned their trial sign-up with an email campaign that shared success stories from similar businesses. The result? A significant boost in conversions.

But here’s the thing: data alone isn’t enough. The best promotions tell a story. Stories create an emotional connection and make your audience feel seen and understood. It’s the difference between saying, “Our product saves time” and sharing a testimonial about how a customer saved hours each week to focus on what really mattered to them.

2. Engagement, Not Advertising

If there’s one shift in promotion I’ve noticed over the years, it’s this: audiences don’t want to feel like they’re being sold to. They want to feel engaged, entertained, and valued. That’s why some of the most successful campaigns I’ve been part of focused on creating value before asking for anything in return.

For example, I once helped a SaaS company create a free webinar series targeted at their ideal customers. Instead of pitching their product, they focused on solving common pain points in the industry. The result? Thousands of attendees, many of whom converted into paying customers because they trusted the brand and found genuine value in the content.

Promotions that engage rather than advertise build lasting loyalty.

3. Influencers, UGC, and the Power of Community

I’ve seen firsthand how influencer partnerships and user-generated content (UGC) can elevate a SaaS product’s promotion strategy. But it only works when it feels authentic. I’ve worked with SaaS brands that partnered with micro-influencers—experts who genuinely used and loved their product. The results far outperformed campaigns with bigger influencers who lacked that authentic connection.

UGC is another goldmine. When your customers share their experiences, it’s the ultimate trust signal. I remember a campaign where a SaaS product asked customers to submit videos showing how they used the platform in their daily workflow. Not only did this generate tons of free content, but it also created a sense of community that strengthened the brand.

4. Personalized Video Is King

One of the most exciting trends I’ve worked on is the rise of video in promotions. Whether it’s quick TikTok demos, Instagram Reels, or long-form YouTube tutorials, video is an unmatched engagement tool.

I recall one SaaS campaign where we used personalized video ads—each viewer received a version tailored to their industry or job role. The campaign blew away expectations because it felt like the product was speaking directly to them.

My Advice for SaaS Content Around Promotion:

If you’re writing about promotion, focus on what truly resonates with audiences today:

• Make it personal: Use data to segment your audience and craft tailored messages that feel relevant to them.
• Tell better stories: Highlight real customer experiences, use relatable characters, and show the impact your product has on their lives.
• Prioritize engagement: Focus on providing value, whether through free content, interactive campaigns, or tools that make your audience’s lives easier.
• Leverage community: Encourage customers to share their stories, and work with influencers who genuinely align with your brand.

At the end of the day, promotion is about trust and connection. The most effective promotions don’t feel like promotions at all—they feel like conversations. And when you can make your audience feel heard, understood, and valued, that’s when the magic happens.

So, the question isn’t, “How do you promote?” It’s, “How do you connect?”

5. People: The Heartbeat of Your Marketing Strategy

If there’s one lesson I’ve learned from 20 years in digital marketing, it’s this: people aren’t just a part of your marketing—they are your marketing. In an era dominated by automation and algorithms, the brands that stand out are the ones that prioritize human connection.

When I worked with SaaS companies, I saw time and again how focusing on people—whether it was customers, employees, or community members—transformed not just the marketing strategy but the business as a whole. People bring life to your brand, and that human touch can’t be replicated by any algorithm.

Here’s how I’ve seen the “People” factor redefine success.

1. Your Customers Are Your Best Ambassadors

One thing I’ve always believed is that your happiest customers are your best marketers. I remember working with a SaaS company that struggled to gain traction despite having a fantastic product. The game-changer? They started focusing on turning their customers into advocates.

We launched a referral program that rewarded customers for recommending the product to others. But it wasn’t just about the incentives—it was about empowering them to share their success stories. Customers started sharing their wins on social media, and soon the brand had an army of advocates promoting it naturally.

Lesson learned: When you give people a reason to champion your product, they’ll often do it with more authenticity than any ad could.

2. Employees Are Your Secret Weapon

Another thing I’ve learned is that your team isn’t just a group of employees—they’re the face of your brand. I once worked with a SaaS company where the customer support team was the unsung hero. Their deep knowledge of the product and genuine care for customers became the foundation of the company’s reputation.

So, we spotlighted them. We created blog posts, videos, and even a “day in the life” social media series featuring the support team. Customers loved it because it showed the human side of the company, and employees felt proud to be part of the brand.

Lesson learned: Your team’s authenticity can create a powerful connection with your audience.

3. Build a Community, Not Just a Customer Base

People don’t want to feel like transactions—they want to feel like part of something bigger. One SaaS platform I worked with took this to heart by building an online community for their users. It wasn’t just about the product; the community became a space where users could share ideas, solve problems, and learn from each other.

The result? Customers didn’t just use the product—they became loyal members of a movement. And the company didn’t just gain users—it gained lifelong advocates.

Lesson learned: When you create a space for your audience to connect, you build something far more valuable than just brand awareness—you build loyalty.

4. Authenticity Is Non-Negotiable

I’ve seen too many brands fall into the trap of trying to appear perfect. Here’s the truth: people connect with real, not perfect. I remember working with a SaaS company that shared a story about a feature launch that didn’t go as planned. Instead of hiding it, they owned the mistake, explained what went wrong, and shared how they fixed it.

The response was incredible. Customers appreciated the transparency and felt more connected to the brand because of its honesty.

Lesson learned: Authenticity isn’t just a buzzword—it’s a competitive advantage.

My Advice for SaaS Content Around People:

If you’re creating content about the “People” aspect of marketing, here’s where to focus:

• Empower your customers: Share their success stories, highlight user-generated content, and create opportunities for them to be ambassadors for your brand.
• Celebrate your team: Showcase the people behind the product—whether it’s through behind-the-scenes content or stories about how they contribute to your mission.
• Foster community: Build spaces (online or offline) where your audience can connect, learn, and grow together.
• Be human, not perfect: Share your journey honestly, including the missteps. People relate to challenges and how you overcome them.

At the end of the day, marketing isn’t about selling—it’s about relationships. Whether it’s your customers, your employees, or your wider community, people are the driving force behind everything you do. And when you focus on building genuine connections, you create something far more meaningful than a transaction—you create trust.

So, who are the people behind your brand? Let them shine.

Keep Experimenting, Keep Learning

The 4Ps (plus People) aren’t static—they evolve as quickly as the digital landscape. Success comes from continuous experimentation, learning from data, and, most importantly, staying authentic.

Remember: your authenticity is your secret weapon. Don’t be afraid to inject your personality into your marketing, take creative risks, and have fun with it.

Practice the 4Ps in 2025 and watch your profits and revenue grow.