SaaS founder here. I'm assuming you got the basics right, so you do have a product market fit proven by having paying customers who are happy with your product.

SaaS founder here. I'm assuming you got the basics right, so you do have a product market fit proven by having paying customers who are happy with your product. With that assumption: Marketing became much more important than it used to be. I used to be able to rely on organic growth from people finding my SaaS using search engines. But this ended several years ago. Marketing also became much more difficult than it used to be. Generic ads on Google or LinkedIn no longer work, unless you can spend huge amounts of money on testing. I found all paid ads to be a waste of money. If you have a B2B SaaS, you run into the additional problem of people being busy and not hanging out in forums. With consumers, things are more straightforward. You can generally blast an ad on Reddit, Instagram, and some other sites, and people will see it. Not so with B2B. Many of your customers will be busy working, and they will not pay any attention to work-related ads outside of work. Content marketing also became more difficult. With search engines, especially Google, going down the drain and the deluge of crappy SEO-gaming and AI-generated content, it's difficult to rise above the noise. I haven't found the right solution yet.