Each SaaS audience represents a slightly different self-identified group:
Audience | Who They Are | When to Use |
SaaS Company | People who work for SaaS businesses (founders, employees, operators). | Ideal if your target is the company itself (e.g., B2B services for SaaS businesses). |
SaaS Platform | People who use or identify strongly with SaaS tools. | Useful for creative, product, or marketing professionals who interact with multiple SaaS products. |
SaaS Brand | People interested in or loyal to specific SaaS brands. | Great for competitive benchmarking, brand positioning, or audience inspiration. |
As of writing this article (Nov 2025), SaaS Platform has the highest sample size (~645 profiles), providing a 99% confidence interval at ~5% margin of error. This is a solid base for audience insights and testing.
Best practice:
Start with SaaS Platform for reach and reliability, then compare results with SaaS Company to see which produces higher resonance or conversion in your campaigns.