Love You Stock/ abstract / Shutterstock.com Must Read | Bring The Cloud To Life With Promo Products How promo helps SaaS companies bridge the gap between digital and physical engagement. By Audrey Sellers SAAS, OR SOFTWARE AS A SERVICE, plays a bigger part of your day-to-day life than you might think. It’s behind your emails and video calls, your project management tools and your playlists. Your DoorDash order? That was SaaS, too. Even outside your personal routine, SaaS plays a huge part. It’s in healthcare when doctors meet virtually with patients, in education when students collaborate with instructors and in real estate when homebuyers swipe through listings. In short, anytime you use an online tool, SaaS is at work. Companies aren’t just using a handful of SaaS tools, either. In 2023, businesses used an average of 371 SaaS apps, up 32% from 2021. This growth highlights how important cloud-based software has become for a variety of functions, from communication to project management and more. Last year, spending on SaaS reached $232 billion, and by 2030, this figure could jump to $900 billion. With all this growth, SaaS companies have an opportunity to stand out from the crowd and create deeper connections with customers. But how can SaaS companies make these connections? Interactions happen behind devices, with no face-to-face contact. Promo can help humanize the experience. Items like custom laptop sleeves and power banks offer brand visibility and make each interaction feel more personal. Every time someone uses or sees these custom products, they reinforce the brand’s presence and remind customers of what they enjoy about the platform or app. Promo also provides a way for SaaS companies to wow customers right from the start. When deciding whether to move forward or move on to the next SaaS tool, about 63% of customers consider the onboarding process. By surprising customers with a thoughtful promo, companies can make them feel valued from the first time they log in. And as consumers use the SaaS tool, promo items can help create a positive experience every time they log on. This also matters, with 87% of customers believing that companies should invest more in delivering a consistent experience. No matter the type of SaaS company, standing out and providing a personal touch is key. With promo products, these companies can create lasting connections that go far beyond digital interactions. 56 • JANUARY 2025 • PPAI
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