Built around how committees buy
A B2B software purchase usually involves several people: the user who feels the pain, the manager who owns the budget, IT or security who must approve it, and finance or procurement who negotiate. Each searches, reads and asks different questions. Most marketing speaks only to the first.
We map your buying committee and build content and campaigns for each role: problem and use-case content for users, ROI and comparison material for budget owners, security and integration pages for IT, and clear pricing and procurement information for finance. Then we use search to capture active demand and LinkedIn to reach the accounts that are not searching yet.
Common challenges for sales-led SaaS
- Lumpy pipelineMost deals come from founder relationships, referrals or outbound, and inbound is unpredictable.
- MQLs sales ignoresLead volume looks healthy, but sales finds few worth pursuing.
- Long cycles hide what worksBy the time deals close, nobody remembers which campaign started them.
- Enterprise deals stall in security reviewBuyers cannot find answers to IT and procurement questions.
- Competitors win the shortlistReview sites, comparison pages and analyst lists favour better-known names.
- Expensive clicksPaid search in mature categories costs a lot per click and burns budget fast.
What usually works first
Competitor and comparison SEO
Alternatives and "vs" pages that capture buyers who are actively switching. See SaaS SEO.
High-intent Google Ads
Category and competitor campaigns optimised on SQLs from your CRM. See PPC.
LinkedIn account targeting
Thought-leader and proof-point ads to your target account list. See paid social.
Sales enablement content
Case studies, comparison sheets, security pages and ROI content sales can send.
Demo conversion
Shorter forms, instant scheduling and routing that sales loves. See CRO.
Pipeline attribution
Source data that marketing and sales both trust. See analytics.
An example from a sales-led company
Aligning marketing with sales often matters more than adding another channel.
- Cause
- Gated content leads were counted as demo-ready MQLs, and the demo form accepted any company size.
- Change
- Separate content leads into nurture, add company size and role to the demo form with enrichment, and route only qualified requests to sales.
- Measure
- Sales acceptance rate, opportunities created and win rate by source.
How we align with your sales team
Shared definitions
MQL, SQL and opportunity agreed in writing before campaigns launch.
Win-loss input
Recent won and lost deals reviewed to shape targeting and messaging.
Lead quality loop
A short monthly review of lead quality with sales leadership.
Shared reporting
One pipeline report marketing and sales both use.
Common questions
Do you support account-based marketing?
Yes. We run targeted paid social and content for named accounts, and integrate with your CRM and intent tools so sales can follow up when accounts engage.
Our sales cycle is six months or more. How do you measure?
With leading indicators: target-account engagement, sales-qualified opportunities created and pipeline value, alongside closed revenue as deals mature.
Do you do outbound?
We do not run cold outbound sequences, but we support outbound teams with content, account intelligence from campaigns and messaging tested in ads.
Can you help with review sites and analyst visibility?
We help with review generation campaigns and profiles on major software review sites. Analyst relations is a specialist field we can advise on but do not run.
Find out where your next 100 customers come from
Start with a growth audit. We review your tracking, search, paid accounts and funnel, and hand you a 90-day plan ranked by expected pipeline. Use it with us or without us.