Why SaaS Marketing should start in the Discovery Phase?

Let’s start with a simple yet critical question: Can you afford to invest in an application that might not generate profits? Sure, every business venture carries some level of risk. But successful entrepreneurship is about making calculated decisions based on a thorough analysis of your environment, market, and target audience.

Now, if you’re thinking, “Of course, every serious entrepreneur does their homework before launching,” I’m here to surprise you. Many don’t. Often, products are created on a whim—based on what the creator thinks the customer wants or simply because it seemed like a fun idea. Sure, you can do that, but I’ll ask again: Can you afford to launch a product that might fail to generate profits?

If the answer is no, stick with me. Let’s talk about why investing in marketing during the discovery phase is crucial when building your SaaS application.

What can early SaaS Marketing efforts achieve?

Starting your marketing efforts during the discovery phase does more than just build buzz. It gives you clarity—about your potential customers, their needs, and how your solution can address those needs. It’s about ensuring that your brilliant idea resonates with real people.

Here’s how we at Department of Web support our clients during this critical phase:

• Market analysis: We study the market and available tools, helping you identify competitors and learn from their strengths and weaknesses. Sometimes, someone else has already tested an idea similar to yours. Knowing this upfront is invaluable.
• Identifying niches: We pinpoint gaps in the market that your SaaS solution can fill, giving you a competitive edge.
• Validating your idea: We assess whether your concept is feasible from both technological and financial perspectives and outline what resources you’ll need to bring it to life.

And then…

• Creating buyer personas: We help you understand your ideal customers—who they are, what they need, and how to reach them.
• Defining key features: Through customer research (like surveys, in-depth interviews, and focus groups), we uncover what your target audience truly wants, turning their needs into actionable features for your app.
• Building early marketing assets: We create foundational materials such as landing pages to showcase your offer and collect leads for a waiting list.

How consumer research works at Department of Web?

Consumer research is the backbone of a solid discovery phase. But the scope and depth of research depend on your project’s size and budget.

For example, our team can design studies for sample groups of up to 200 participants. If you need larger datasets, we collaborate with external respondent bases to get the job done. For WordPress users to.

Here are some of the methods we use:

• Desk Research: Analyzing existing data and industry reports to identify trends and opportunities.
• In-Depth Interviews (IDI): Speaking directly with potential customers to understand their motivations and pain points.
• Focus Group Interviews (FGI): Facilitating discussions among groups to explore opinions and reactions.
• Surveys: Gathering quantitative data to support strategic decisions.

We can also help you design research scenarios for internal use, giving your team tools to understand your audience’s needs better.

Is the Discovery Phase the right time for marketing strategy?

Absolutely. Discovery lays the groundwork for a robust strategy by equipping you with all the necessary insights. From a marketing perspective, it’s a natural endpoint of the discovery process and a launchpad for what’s next.

At Department of Web, we define a comprehensive strategy as including not only the roadmap for marketing but also your brand’s identity—its key visual elements, tone, and messaging. While branding can be developed separately and priced independently, it’s a critical component of long-term success.

The discovery phase isn’t just about finding answers; it’s about asking the right questions and ensuring your SaaS product has a strong, informed foundation to build on.

Investing in marketing during the discovery phase isn’t just a “nice to have”—it’s a strategic necessity. It helps you validate your idea, identify your audience, and position your product for success. Skipping this step can leave you blind to potential pitfalls and opportunities, making the path to profitability much harder.

So, before you dive into development or launch grand campaigns, pause and invest in discovery. Your future self—and your customers—will thank you.

This is not the end of SaaS marketing! In fact, it's just getting started, but we'll talk about that another time.