How to sell to Heads of Marketing at SaaS companies in United Kingdom
Heads of Marketing in SaaS companies are primarily measured on customer acquisition metrics. They respond to outreach that demonstrates a deep understanding of their specific challenges, such as high churn rates or ineffective lead generation strategies. Tailoring your communication to show familiarity with their unique KPIs can significantly increase your chances of getting a response.
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 churn rates
- ineffective lead generation
- integration issues with marketing tools
- lack of actionable analytics
The playbook
- 01
Identify churn triggers in their customer base
Use tools like ChurnZero or ProfitWell to analyze customer behavior metrics. Look for SaaS companies experiencing increased churn rates in the past quarter. This indicates a potential need for solutions that enhance customer retention.
- 02
Research recent funding rounds
Check platforms like Crunchbase or PitchBook for recent investments in SaaS companies. Companies that have just secured funding are likely looking to expand their marketing efforts, making them more receptive to new solutions.
- 03
Highlight case studies on lead generation improvements
Find case studies relevant to the SaaS industry that demonstrate significant improvements in lead generation. Use these as social proof in your outreach to illustrate how your expertise can directly impact their acquisition strategy.
- 04
Address common marketing tool frustrations
Identify common complaints about existing marketing tools in SaaS, such as integration issues or lack of analytics. In your outreach, acknowledge these pain points and suggest how your insights can help streamline their marketing stack.
- 05
Schedule follow-ups after key industry events
Monitor the SaaS conference calendar for events like SaaStr Annual or SaaStock. Follow up with prospects a week after these events to leverage the momentum and discuss how you can help them capitalize on new insights gained.
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
- Tackling high churn rates
- Boosting lead generation strategies
- Funding insights for SaaS marketing
Questions
- Why do Heads of Marketing in SaaS ignore cold outreach?
- Heads of Marketing often receive numerous cold emails and may ignore them if they don't immediately see relevance to their current challenges. If the outreach lacks specificity or fails to address their pain points, it is likely to be overlooked.
- How can I make my outreach stand out to SaaS CMOs?
- To stand out, tailor your messaging to their specific metrics and challenges. Use industry-specific language and address common pain points directly. Highlighting relevant case studies can also help to capture their attention.
- What common objections do SaaS marketing leaders have?
- SaaS marketing leaders often express concerns about budget constraints, the effectiveness of new tools, or the integration of solutions with their existing tech stack. Addressing these objections in your outreach can help facilitate a more productive conversation.
- What timing works best for reaching out to SaaS marketing heads?
- The best timing is often just after major industry events or product launches when they are actively seeking new strategies. Additionally, reaching out at the beginning of the quarter can align with their planning cycles for new initiatives.
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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