Best way to measure brand awareness for a new SaaS product?

Surveys are a solid foundation — run a brand recall/recognition survey quarterly with your target ICP (even 150-200 respondents works for B2B) and track the trend over time. Layer in Google Search Console to monitor branded search volume growth, since that's a great passive signal of awareness. Tools like Wynter or Sparktoro can also help you understand where your audience actually hangs out so you know if your reach is improving.