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Best Strategies for Selling SaaS in 2022



Propelled by the increase in demand for cloud-based services over the previous two years, Software as a Service, or SaaS for short, remains one of the most competitive markets in 2022.

If done right, SaaS solutions can be used to attract more customers, increase sales and revenue, as well as bolster long-term business growth. That is why the process of effectively marketing and selling SaaS products is crucial to the success of any SaaS enterprise.

Before we get into some of the tried-and-true strategies on selling SaaS services, let’s go over the basics.

How Does Selling SaaS Work?

The main benefit of the SaaS model is that the end-user is not required to download or install any programs (app counterparts notwithstanding) in order to use the service. They simply pay the indicated price and gain access to it immediately.

A typical SaaS product is managed by a team of customer experience professionals and supported by the SaaS provider’s engineers. The pricing model is normally subscription-based, which is why your focus should be on promoting higher-end iterations of your service (upselling), as well as retaining existing customers while simultaneously seeking out new ones.

To summarize, we can see that SaaS marketing boils down to the following 3 stages:

  1.  Acquisition: finding (new) customers
  2.  Conversion: getting your customers to buy your product and become subscribers
  3.  Retention: retaining those subscribers so that they keep paying for your product

Rather than merely closing a deal and moving on to the next lead, selling your SaaS products effectively entails asking customers to continue purchasing them on a monthly or annual basis.

It’s a win-win situation: instead of the clients spending hundreds of dollars on a product package that will be obsolete next year, they can get the latest version with ongoing maintenance for a much cheaper monthly charge. In exchange, SaaS businesses have a steady stream of revenue.

However, as SaaS has grown in popularity, so has the competition, and clients are able to switch from one service to another at any moment. Therefore, if you want to increase your SaaS sales, you must properly show the long-term value of your service, communicate your latest product changes and explain why it is the best option on the market.

Because marketing and selling your SaaS product is competitive and complex, provide your team with a SaaS dashboard of comprehensive business metrics so that everyone knows the status of sales and marketing at any given time. Much of SaaS success depends on making progress swiftly, so a single source of valid information is an essential management tool.  

Tailor Your Lead Generation Strategy to Your Niche

Best Strategies for Selling SaaS in 2022

There are as many different strategies to generate leads for your business as there are SaaS products. That is why you will always need to tailor your lead generation methods according to your niche.

One of the biggest differences is whether you’re marketing to consumers (also known as end users) or other businesses. B2C prospects make their own purchasing decisions and are usually in a position to commit as soon as they’re convinced; however, they’re skeptical and may require a free trial before they feel comfortable providing payments or personal information. B2B SaaS marketing targets prospects who typically share decisions among colleagues (although sometimes it’s not clear who has authority to make the final decision). They have to request or negotiate the budget and may need detailed technical information to ensure compatibility with their existing systems or security protocols.

Generally, consumer niches provide faster sales but prefer lower prices, while business niches require a longer sales process but can be more lucrative.

So, tailor your strategy to your niche; however, be aware of these relatively universal lead generation approaches that you can adapt to many different types of markets.

Search Engine Optimization

Search engines remain major drivers of leads for many SaaS businesses. To stay on top of your SEO game, always keep an eye on your rankings to detect keywords which bring about high volumes of traffic, but also focus on putting out quality content to drive the right kind of traffic which turns into qualified leads that are ready to become buyers.

Content Marketing

Similarly to what is stated above, the content you publish for the purposes of promoting your SaaS solution should match the needs and interests of potential customers. You can achieve this by mapping along their customer journey. Does your content include the kind of information that prospective buyers are looking for when they set out to find a product or service like yours? To obtain organic traffic and leads, you should be blogging and posting on social media on a regular basis about topics that are important to your target audience.

Landing Pages and Ads

Perhaps the most obvious one, landing pages and ads, often perform well when it comes to lead generation. Although somewhat on the expensive side, a well-designed Google Ads or similar marketing campaign combined with an optimized landing page can be a winning combo when it comes to generating leads.

Specialty Marketing

Some niches or sub-niches achieve success using narrow marketing channels. For example, if your SaaS product targets train or bus riders, then you might reach them using a combination of location analytics that tell you when the terminal is full, and closed network video advertising that plays your ad on display boards when there are more than 100 people present. Or if you target the higher education fundraising market, you might learn that their SaaS solutions must incorporate telephone calling components, so automated phone calling to help market your solution could make sense.

Tell a Story with Your Product

1653548814 787 Best Strategies for Selling SaaS in 2022

Product storytelling plays a huge part in how well you position your SaaS solution on the market, which consequently impacts the success of your sales. Great stories garner greater attention, and it takes marvelous storytelling to stand out, strike a chord with your audience and incentivize them to become buyers.

Apart from offering a SaaS product that addresses the needs of your niche (be it B2C or B2B), try to craft a memorable marketing and sales narrative in relation to your product.

Then, when your salespeople contact the leads your storytelling develops, find out how to tailor your sales pitch to them individually using AI solutions such as Crystal, which provides you with insights about the behavioral traits and preferences of each person your sales team contacts. Together with great storytelling, this two-step approach can speed up the process of selling and help you achieve better results.  

To get a better understanding of what your outreach strategy should be, think about the following things:

  • The emotions you want to evoke from your audience. Do you want them to feel motivated, empowered, understood, or simply happy when reading about the story behind your product? Provide enough information to support those emotions.
  • Making your story relatable and genuine. You are selling a product to real people with diverse (but hopefully common) interests. What ties them together and how does your solution address those interests? Be clear about what your purpose is and communicate it with passion, as people always gravitate more towards genuine and inspiring narratives.
  • Stories about people. At its core, your story is always about someone. For example, explain the benefits of your service through the eyes of a user. Or, think about the unsung heroes at your company—the folks with interesting positions who don’t usually communicate with the general public, and tell their stories as well.

Free Trials and Freemiums

1653548814 722 Best Strategies for Selling SaaS in 2022

Here are some oldies, but goldies.

Free Trials

If you are looking to lock in prospective buyers, offer a free trial for a fixed time period (e.g. 30 days). A free trial accomplishes the goal of getting people to demo your SaaS product or service because they can do it for free. Generally, some type of core functionality that delivers massive benefits is not included in the free plan but in the ‘freemium’ version.


The freemium model is a twist on the free trial. It allows limited access to the entire suite of premium tools. The idea behind this strategy is that, for the general population, upgrading to a paid premium subscription is necessary to maximize the benefits that the tool brings to the table. It essentially acts as an incentive to upgrade to the highest level of subscription.

If you are launching a new product and want to demonstrate its uses to as many people as possible, it would be clever not to require credit card information to gain access to the trial version. However, do ask your customers to leave their email and some basic information so you could build your lead database.

Different Payment Plans for Different Customers

Remember to think about diversifying your subscription plans to target different kinds of customers and maximize your audience reach.

For example, if you’re marketing your SaaS product to consumers (B2C), you might want to appeal to them based on typical income ranges, profession, or some combination of the above. Let’s say your SaaS product has an app that helps independent service people who work from their vehicles (not from an office) measure how much time and fuel they spend on various parts of their job.

To find the right parts of your market, you’ll want to search for average salaries earned by these consumers. You might learn that grocery delivery people make too little to afford a SaaS subscription at your “main” price, but a HVAC technician’s salary is enough to make them a good prospect. So, you offer a bare-bones version of your product at just a few dollars for grocery deliverers, but a full version for HVAC and similar technicians at a mainstream price.

If you’re marketing your SaaS product to businesses (B2B), you might want to base your pricing on the number of users. So, a company with just a few users might pay the full $59/month per person for a subscription, but if the company buys subscriptions for hundreds of its employees, you could drop the price to $39 per person. If they have thousands of employees who subscribe, you could drop the price to just $20 per person  – everybody wins.  

Keep an Eye on Competition

1653548815 613 Best Strategies for Selling SaaS in 2022

Although not a sales strategy per se, it goes without saying that the success of your business will partly depend on whatever field you are looking to position yourself in as a SaaS provider.

Whether you are offering a new product in an established market (e.g. you’re starting an online course platform), or pioneering a new niche, it is helpful to look at what other, similar companies already have on offer, and even check out what their customers are saying about them.

Points to Think About

Is there an element of your competitor’s SaaS product that their customers are not happy with, e.g. the product dashboard or subscription options? Could you add or improve this element in your own service, then market it by specifically emphasizing this improved feature?

Is there something your competitors are doing better than you that might appeal to your own customers and drive new ones to buy your product?

Healthy competition is knowing what your competitors are doing and using that to advance your own business. Aside from letting you stay ahead of the curve, this strategy drives lead generation by capturing the attention of customers who may just be on the lookout for a new or different SaaS provider.


SaaS has always required businesses to think beyond the close, so the most critical aspect of your sales strategies is that they should be proactive.

Make sure that new and old customers alike keep getting the most out of your product by looking for ways to show initiative by checking that they have everything they need.

If done correctly, everything we have discussed so far will enable you to continue bringing value to your customers and your SaaS business in the long run.

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

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“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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