Marketing for B2B SaaS companies
Demand work measured against pipeline coverage and reconciled to your CRM, not to a platform dashboard.
Where the money moves.
Coverage against the number is the only frame that survives a board meeting. If the quarter needs three or four times target in qualified pipeline and you are sitting at two, nothing else on the marketing plan is urgent. So the first job is agreeing with your sales leader what qualified actually means, in writing, before a dollar moves. Definitions drift, a stage gets renamed, and six weeks later two functions report two different pipelines to the same executive. We settle that first because everything downstream is measured through it.
Your buying committee researches in places that will never appear in a first touch report. A peer community, a review category page, a podcast, an AI answer that names three vendors including you. Attribution needs a rule you can defend rather than a model that flatters the last click, so we run self reported attribution alongside platform data, weight the two, and show the gap honestly. That is uncomfortable in the first month and it is the reason the numbers still stand up three quarters later when someone challenges them.
Documentation, integration listings and comparison content usually out-earn the blog. A developer arriving at your docs from a search sits closer to a trial than a reader of a thought leadership piece, and those same pages are what AI answers quote when someone asks which tool does a specific job. Trust surfaces do quiet work too. An Australian enterprise buyer looks for data residency, your SOC 2 position and sub-processor list before the second call, and a missing answer stalls the deal inside procurement rather than in front of your team.
Paid media captures demand that already exists: category terms, brand defence, and account based work against a named target list. It will not manufacture a market on its own and we will not pitch it that way. Expansion is the other half of the job, and lifecycle email into your existing base is often the cheapest pipeline in the business. Ad accounts, CRM properties, analytics and the content library stay in your name, and reporting reconciles to the CRM so marketing and sales argue about strategy instead of about the numbers.
What we run.
Category and comparison pages
The pages that capture buyers already in market: what the category means, how the approaches differ, and where you genuinely fit. Written to be useful to someone building a shortlist, which is also what makes them rank.
Docs, integrations and changelog as search assets
Product documentation and integration pages attract buyers with a specific problem and a short path to trial. They are treated as owned search assets with proper structure and internal linking, not as engineering leftovers.
Visibility inside AI answers
Buyers now ask a model which tool solves their problem. That answer is assembled from documentation, review content and third party mentions, so we build the sources that get quoted and track whether you appear in the response.
Account based media to the buying committee
A named target list, matched audiences across LinkedIn and search, and creative differentiated by role. The economic buyer, the technical evaluator and the security reviewer each need a different argument to reach the same yes.
Lifecycle email and expansion
Onboarding, activation, feature adoption and renewal sequences into the installed base. Net revenue retention moves the valuation more than new logo volume, and the audience is already yours to talk to.
Questions we get asked.
With two sources and an admitted margin. Platform data shows what can be tracked, a self reported question at form fill shows what actually influenced the buyer, and the report presents both rather than blending them into one confident number. Where they disagree we say so. A defensible directional read beats a precise figure nobody in the business believes.
Yes, and we start there rather than importing a template. Your stages, your qualification criteria, your fields. Where the definitions are ambiguous or applied inconsistently by different sales reps, we flag it and get a decision before building reporting on top, because a coverage number computed over inconsistent stages is worse than no number.
No, that is how it should work. Budget follows qualified pipeline, and channels that stop producing get cut without ceremony. Across our portfolio the average return on ad spend is 20x, and that is an average across accounts and industries rather than a forecast for yours. What makes it repeatable is reallocating quickly on CRM evidence.
It changes the calendar and the trust requirements. Australian buying compresses around the June financial year end while North American procurement runs to a December cycle, so the plan carries two peaks. Data residency, local support hours and an Australian entity all need answering on the site, because they surface in security review rather than in the first call.
Also in technology and software
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9 services under one team, run against the numbers your business already reports on.
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