How to sell to Heads of Marketing at SaaS companies in Australia
Heads of Marketing at SaaS companies in Australia are primarily measured on customer acquisition growth. They respond to outreach when it demonstrates a clear understanding of their struggle with optimizing marketing spend while driving scalable lead generation. Showing awareness of their unique challenges, such as navigating subscription pricing models, can significantly increase your chances of engagement.
Written and maintained by the SoloRiff team, who build outbound software and run outbound with it. The figures below are our own: we measured 559 saas company domains over public DNS on 2026-09-03. Last updated 2026-09-03.
What actually hurts
- high customer acquisition costs
- low lead conversion rates
- challenges with retention metrics
- inefficient marketing spend
The playbook
- 01
Identify companies with recent funding rounds
Filter your list to include SaaS companies in Australia that have secured funding in the last 6 months. Use sources like Crunchbase or PitchBook to find these companies, as they often indicate growth and the need for increased marketing efforts.
- 02
Research marketing tech stack changes
Look for companies that have recently switched or added to their marketing technology stack. Tools like BuiltWith can help identify these changes, as a new tool often means a shift in strategy and potential pain points that you can address.
- 03
Craft outreach around subscription challenges
When drafting your email, mention specific challenges related to customer retention in subscription models. Highlight how your insights or solutions can help them reduce churn rates, which is a critical metric for SaaS marketing leaders.
- 04
Anticipate objections about budget constraints
Prepare to address concerns about budget limitations head-on. Provide insights on how your approach can lead to a more efficient allocation of marketing resources, potentially freeing up budget for new initiatives that drive growth.
- 05
Suggest a call after a marketing event
Timing your outreach just after a significant industry event or conference can increase your chances of a response. Mention the event in your email, suggesting a call to discuss insights and strategies that emerged from the discussions there.
Can saas companies even receive your mail?
We measured the DNS of 559 saas companies, sampled evenly across company sizes, to see how many authenticate their own email. It matters in both directions: a domain that does not authenticate is a domain whose team is used to mail going missing — and if your own domain is in the gap, yours is the mail going missing.
Publishes a DMARC policy of quarantine or reject — the domain actually asks receivers to act on failures.
The gap is the finding: 16.7% of 1–10-person companies against 80.9% of the largest — 64 points apart. Small companies are where the unauthenticated domains are, and small companies are who most cold outreach is aimed at.
Where does your domain sit?
Same three lookups, run live against your domain. Nothing is stored and nothing is emailed to you.
How this was measured
Company domains were sampled within employee-count bands, then queried over public DNS for SPF (TXT at the apex), DMARC (TXT at _dmarc.) and MX. One domain per company, deduplicated. Anyone can reproduce any single row of this with dig.
DKIM is deliberately absent. A DKIM key lives under a selector that cannot be enumerated from outside the domain, so a company with flawless DKIM under a name we did not guess would be counted as having none. That would measure our guess list, not the industry.
Domains with no MX record are excluded rather than counted as failures — parked and redirect-only domains would otherwise drag every figure down and make the result an artefact of the sample.
Sampled within bands, so this describes the population of companies, not of employees: a 10-person company counts once, as does a 10,000-person one. Each band is at least 60 domains; bands below that are not published. Figures are percentages of the sample, not of the whole industry, and we publish no company names — only counts.
Measured 2026-09-03. Re-measured monthly.
The full census across every industry — sortable, with sample sizes, free to reuse under CC BY 4.0.
Subject lines that fit
- Optimizing your marketing spend
- Strategies for increasing lead conversion
- Tackling SaaS customer retention
Questions
- Why do heads of marketing in SaaS ignore outreach about lead generation tools?
- Heads of Marketing often receive numerous outreach messages and may ignore those that lack specific insights into their unique challenges. They prefer communications that show understanding of the SaaS landscape and offer tailored solutions rather than generic pitches.
- What metrics do heads of marketing in SaaS prioritize?
- Heads of Marketing typically prioritize metrics like customer acquisition cost (CAC), lifetime value (LTV), and churn rate. These metrics directly impact their strategies and decisions, making them crucial for evaluating the effectiveness of marketing efforts.
- How can I effectively engage heads of marketing in SaaS?
- Engaging heads of marketing requires a personalized approach that addresses their specific pain points. Demonstrating knowledge of their industry challenges and offering actionable insights can capture their attention and encourage a response.
- What common objections do heads of marketing in SaaS have?
- Common objections include concerns about budget constraints, the effectiveness of new strategies, and the risk of change. Addressing these objections with data or case studies can help alleviate their fears and open the door for further discussion.
Or have it run itself
SoloRiff does every step above on its own — finds the companies, finds the people, writes each of them individually, and handles the replies. Drop your URL and watch it work before you sign up for anything.
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