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2019 UK SaaS Marketing Report- Content is King!

By Alan Fecamp

European SaaS companies received $5billion in investment in 2019, representing one-quarter of US VC investment in the same period, and demonstrated significantly faster growth in investment over a 12-month period.

Therefore, it’s no surprise that the hiring demand for SaaS businesses has been supercharged in recent years.

Over the course of the week, I’ve provided insight into what’s been happening in Sales and Customer Success across the UK.

We’ve also dug into the stats on LinkedIn for the B2B SaaS Marketing landscape. Here are the numbers and key points from 2019.

All numbers are specific to the UK.

 Overall UK Market

  • 2,368 SaaS marketing professionals listed across the UK
  • 13% - The % increase in professionals within this talent pool compared to the same date last year
  • 1,179 - The number of UK SaaS marketing professionals that changed jobs and moved to a new company in 2019
  • 879 listed London/metropolitan as their location
  • 1.8 years of median tenure
  • Gender Diversity - 51% Female / 49% Male
  • 226 - The current number of live job posts across all platforms listed in the UK as of 17.1.2020
  • 162 - The number of live job posts just in London

Hiring demand and hiring difficulty for SaaS Marketing professionals across all functions are very high compared to other talent pools according to LinkedIn data and official criteria.

We can break this down further by seniority and function.

C-Level Marketing Leadership - VP of Marketing / Chief Marketing Officer / Marketing Director

  • 642 listed with the titles shown above or similar variations
  • 8% increase in professionals listed with these titles
  • 292 changed jobs and moved to a new company
  • 11 live job posts as of 17/1/2020
  • 246 professionals listed London/Metropolitan as their location
  • 2.1 years of median tenure
  • Gender Diversity - 43% female / 57% male

B2B Marketing Generalists - Professionals listed with titles such as Head of Marketing, Marketing Manager, Marketing Executive

  • 1,268 listed with general marketing titles
  • 13% increase in professionals listed with these titles
  • 652 changed jobs and moved to a new company
  • 128 live job posts as of 17/1/2020
  • 91 live job posts in London
  • 430 professionals list London/ Metropolitan as their location
  • 1.6 years of median tenure
  • Gender Diversity - 59% female / 41 % male

Product Marketing

  • 236 Professionals listed with product marketing titles
  • 26% increase in professionals listed with these titles
  • 89 changed jobs and moved to a new company
  • 43 live job posts as of 17/1/2020
  • 23 live jobs posts in London
  • 98 candidates list London/Metropolitan as their location
  • 2.2 years of median tenure
  • Gender Diversity - 32% female / 685 male

Digital Specialists

  • 140 professionals listed with relevant digital marketing titles
  • 26% increase in professionals listed with these titles
  • 96 changed jobs and moved to a new company
  • 30 live jobs posts as of 17/1/2020  
  • 13 live jobs posts in London
  • 1.4 years of median tenure
  • Gender Diversity - 34% female / 66% male

Field Marketing

  • 82 professionals listed within Field Marketing
  • 32% increase in professionals listed with these titles
  • 50 changed jobs and moved to a new company
  • 14 live job posts as of 17/1/2020
  • 12 live job posts just in London
  • Gender Diversity - 88% female / 12% male

In addition, there are 103 candidates listed with Demand Generation related titles in the UK who look to have marketing-related responsibilities and backgrounds.

Observations and Views

2,368 is a low number!

The total number of professionals is surprisingly low. It’s a small pool of professionals with direct SaaS experience to choose from.  

13% represents steady growth in the talent pool but doesn’t directly reflect the overall pace of growth in the industry, particularly Customer Success that’s grown by over 30% in the last year.

Given the number of SaaS companies now in existence the competition for the best candidates is likely to heat up!

Demand Generation Management is a Marketing role!

Demand Generation Management is an interesting area to look out for in 2020. These roles have attracted a mix of sales and marketing skillsets, which is understandable given the close link to SDR and Sales teams; however, most available roles require marketing backgrounds.

There are a good number of roles available on the market carrying variations of this title and a very limited number of professionals categorising themselves with a demand generation title at 103 across the whole country.

Content remains King!

Content skills were king (again) in 2019 and this will continue to be the case. Over 91% of B2B marketers are said to place content at number one in the methods used to reach customers.  The individuals who are able to cut through the white noise and create real practical value will be in high demand this year, that’s for sure!

If you have any views on these numbers or the market in 2020, I’d love to hear from you.

Tel: 07850739178 / alan.fecamp@pie-recruitment.com

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