My main SAAS, logike.io is operating in the accounting software business for lawyers. Accounting is not sexy and lawyers are quite strict.
Compare to multiple SAAS, you cannot do crazy posts on Linkedin, twitter and funny but valuable blog articles etc.
On the opposite, Alan is a recent french unicorn (https://alan.com/) which distributes insurances. Their design and marketing strategy is I would say more "friendly".
I know it's a broad question, but does anyone have experience with marketing a non sexy SAAS ? I would be happy to learn from you