What is Missing in the B2B SaaS Marketing Stack of the CMOs?

Summary

Despite growing tech budgets and sophisticated marketing teams, CMOs across the globe are still struggling to build a B2B SaaS marketing stack that drives measurable business outcomes.

Alot of CMOs admit their stack is either misaligned, incomplete, or underperforming.

This newsletter uncovers the 3 most critical layers missing from today’s stacks—and how fixing them could redefine your SaaS marketing strategy in 2025.

Key Takeaways

• CMOs are stuck managing tools, not accelerating outcomes.
• Product-led growth, attribution, and content modularization are the missing ingredients.
• The ideal B2B SaaS marketing stack is lean, intelligent, and focused on driving revenue velocity.

Table of Contents

1. A few facts about the B2B SaaS market
2. State of B2B SaaS Marketing in 2025
3. What Most CMO Marketing Strategies Are Lacking in the SaaS Domain?

⤷ Things that B2B SaaS Marketing Lacks

4. Missing Layer #1: The Product-Led Growth (PLG) Stack
5. Missing Layer #2: Unified Attribution Engine
6. Missing Layer #3: Content Operations (Content Ops)
7. Ideal Stack Blueprint for CMOs
8. Conclusion
9. FAQs

The role of a modern CMO (chief marketing officer) is more complex than ever.

From AI-generated content and predictive analytics to omnichannel orchestration & PLG (Product-Led Growth) motions — the expectations are massive.

Yet, despite access to thousands of SaaS tools, most CMO marketing strategies are still falling short.

A recent report found 89% of CMOs in B2B SaaS marketing admit their tech stack is overstuffed, disconnected, and failing to deliver actionable insights.

The irony? More tools have led to less clarity.

The problem isn’t technology—it’s architecture.

A few facts about the B2B SaaS market

• The SaaS market is expected to reach USD 300 billion globally in 2025.

• The USA is leading the SaaS market with a whopping USD 221.79 billion in 2025.

• While organizations are missing out on 53% of their licensed SaaS applications (USD 21 million) due to too much to handle.

• Indian SaaS market will be crossing USD 9.22 billion mark in 2029 while in 2025 it will reach USD 4.88 billion.

• One of the biggest issues with SaaS contracts is that they are done for a year.

State of B2B SaaS Marketing in 2025

Let’s get to know the current state of B2B SaaS marketing in 2025 so that we are on the same page.

The Future of B2B SaaS Marketing as per Current State

It is a fast-evolving maze as,

• Buyers demand personalization powered by intent signals and behaviour-based insights.
• Sales cycles are shrinking, but expectations for ROI (return on investment) measurement are growing.
• PLG strategies are becoming central to GTM (Go-To-Market) motion, but most marketing teams are still stuck in pre-signup acquisition loops.
• Cross-channel marketing is the new norm; be it social, email, paid search, programmatic, or in-product, all are expected to work in sync.

This has made choosing the right SaaS marketing plan less about picking tools and more about orchestrating them with precision.

What Most CMO Marketing Strategies Are Lacking in the SaaS Domain?

We did thorough research and found some crucial revelations.

Audit result of 100+ B2B companies

Heavy spend on CRMs & MAPs

Businesses are spending tremendously on CRM (customer relationship management) and MAP (marketing automation platform) software like Salesforce, HubSpot, and Marketo.

This means that their profit margins are taking a hit.

Strong Analytics Layers

B2B brands are leveraging heightened analytics tools like GA4, Segment, and Mixpanel.

It’s good to have data backing your business decisions, but sometimes it can be too much to handle if not managed properly.

Basic Automation

Various B2B companies are using at least a basic form of automation.

Be it via email triggers, lifecycle workflows, lead scoring or more, it is helping them make their lives easier while boosting business efficiency.

But something’s still missing, and it can be felt by any SaaS CMO.

Things that B2B SaaS Marketing Lacks

CMOs often lack these three foundational layers:

1. A PLG-driven post-acquisition marketing layer.
2. Full-funnel attribution that spans product, marketing, and sales.
3. A scalable content operations system.

Shall we dive deeper to understand it better?

Missing Layer #1: The Product-Led Growth (PLG) Stack

The PLG SaaS Marketing Strategy

For B2B SaaS marketing in 2025, growth doesn’t stop at the signup form—it starts there.

CMOs that are still focused only on lead gen are missing the real action, i.e., in-product engagement.

Most Marketing Stacks

Three key things are being missed out in most B2B marketing stacks for SaaS industries, and they are as follows:

• No onboarding flows or in-app nudges to push trial users toward activation.
• No behavioural segmentation based on how users interact with the product.
• No integration between product analytics and lifecycle marketing.

In summation, missing the vital action after a SaaS sale is made.

Tools to Use

Tools like Pendo, Appcues, and Userpilot are essential here.

They help transform your product into a silent marketer—educating, converting, and upselling—without sales intervention.

Thus, without a PLG layer, a CMO marketing strategy will always be acquisition-heavy and retention-light.

Missing Layer #2: Unified Attribution Engine

Your marketing team hits pipeline goals. Sales say the leads are weak.

While the product development team have no clue what campaign got users to their AHA moment. Sound familiar?

PS: The AHA moment is when a user realises the core value and benefit of a product. This defines the sales and builds a long-term relationship.

But when marketing, sales and development teams are in disconnect, the only possible reason is fragmented attribution.

The SaaS Attribution Brands Need

Multi-touch Attribution

Modern B2B SaaS marketing needs multi-touch attribution that includes:

a)      Marketing touches: Paid ads, emails & webinars

b)      Product usage events: Feature adoption & trial milestones

c)      Sales interactions: Demo bookings & proposal stages

Without this, CMOs can’t answer basic questions like, “Which campaign drove revenue, not just leads?”

Tools to Use

Enter tools like Dreamdata, Cometly, and HockeyStack.

These platforms combine CRM, product analytics, and campaign data into a single source of revenue truth.

If your SaaS marketing plan isn’t tied to revenue attribution, you’re optimizing for noise—not outcomes.

Missing Layer #3: Content Operations (Content Ops)

Content is the engine of B2B SaaS marketing.

But most teams are overproducing and underutilizing.

SaaS Content Marketing – Misses and Solutions

What’s often missing?

The SaaS content marketing nowadays misses out on,

• A modular content structure, i.e., a blog should lead to social posts, emails, ad copy, and gated assets.
• A content scoring system to measure what assets influence deals.

If your SaaS content marketing strategy is feeling lighter, then you are also suffering from the above misses.

Tools to Use

An orchestration tool like Kapost or Welcome will help your SaaS marketing vendor tie it all together for ease of visibility.

Today’s content needs to be channel-ready, data-driven, and outcome-focused.

Without content ops, CMOs burn budgets creating content no one reads—and that’s fatal in today’s SaaS marketing strategy.

Ideal Stack Blueprint for CMOs

Don’t worry, Wildnet will not leave you hanging.

Here’s a snapshot of a lean, modern, and effective B2B SaaS marketing stack:

Layer	Tool Examples	Purpose
CRM & MAP	Salesforce, HubSpot & Marketo	Engagement, nurturing & lifecycle automation
Product Analytics	Mixpanel and Heap	User behaviour tracking in-product
Attribution Engine	Dreamdata, Cometly & HockeyStack	Cross-touch revenue attribution
PLG Enablement	Appcues, Pendo & Userpilot	In-product onboarding and engagement
Content Ops	Kapost and Welcome	Modular content planning and performance tracking
AI Personalization	Mutiny, Jasper & Copy.ai	Hyper-personalized campaign automation

SaaS Marketing Stack – Layers, Tools & Purpose

Conclusion

CMOs are not struggling with a lack of tools — they’re struggling with a lack of alignment.

The true differentiator in 2025 is not the biggest stack but the smartest and most integrated one.

To stay ahead in B2B SaaS marketing, CMOs must:

• Rebuild their SaaS marketing stack around PLG and not just pipeline.
• Demand attribution that links actions to revenue.
• Operate content like a supply chain which is modular, measured, and multi-format.

The winning CMOs won’t be the ones with 25 tools. They’ll be the ones who can tie every click to customer value.

Want SaaS marketing for your B2B business?

Wildnet Technologies is a leading SaaS Marketing company that leverages its AI marketing services to deliver the best results.

Need Contractual Marketing? We got it.

If you wish to know more,

> Why SaaS businesses need SaaS Marketing Agency? 

> Personalization-as-a-Service: A new SaaS Business Model

> Wildnet’s Glossary (No need to Google)

Connect with us at info@wildnettechnologies.com and build long-lasting Client Relations.

FAQs

FAQ 1. Why do CMOs say their B2B SaaS marketing stack is incomplete?
Ans: Because most stacks miss key components like product usage insights, unified attribution, and scalable content operations.

And thus, these SaaS businesses are able to boost sales but not the customer lifetime value.

FAQ 2. How can PLG improve my SaaS marketing plan?
Ans: By turning your product into a marketing channel which has

• onboarding,

• activation &

• upselling, automated as well as measurable, any SaaS marketing campaign can improve their PLG.

FAQ 3. What tools help with attribution in B2B SaaS marketing?
Ans: Dreamdata, HockeyStack, and Cometly are excellent tools for multi-touch attribution across the entire funnel.

If you feel they are too much to do on top of your core competencies, engage us.

FAQ 4. Why are content ops so important now?
Ans: Because content needs to scale fast and across platforms.

Without ops, you create once and waste its potential forever.

A blog can lead to social posts, emails, gated assets and much more, as conveyed before.

FAQ 5. How can CMOs ensure their marketing strategy is revenue-driven?
Ans: By aligning every layer—product, marketing, and sales—under one data-driven & full-funnel view, CMOs can ensure a revenue-driven marketing strategy.

Isn’t it a CMO dream come true?