Same goal, different playbooks
Every SaaS company wants efficient, predictable pipeline. But the route there depends on how your product is bought. Who makes the decision? Do they try the product first or talk to sales? How long does it take? How large is the contract? How skeptical is the buyer of marketing?
Those answers decide which channels work, what content buyers need, how to measure success and what a good customer acquisition cost looks like. The pages below describe how we adapt for each type of SaaS company we work with.
By business model and market
B2B SaaS
Sales-led products with demo funnels, buying committees and sales cycles of weeks to months.
Product-led SaaS
Free trials and freemium products where signups, activation and upgrades drive revenue.
Developer tools
APIs, infrastructure, data and dev platforms sold to engineers and technical leaders.
Vertical SaaS
Software built for one industry, sold to buyers who care about fit more than features.
Fintech SaaS
Payments, finance, accounting and spend management software in a trust-heavy market.
Cybersecurity SaaS
Security products sold to skeptical, technical buyers in a crowded category.
How the playbook changes
| Type | Primary conversion | Channels that usually lead | Key metric |
|---|---|---|---|
| B2B sales-led | Demo request | High-intent search, LinkedIn, comparison content | Pipeline and win rate |
| Product-led | Signup and activation | Programmatic SEO, paid search, lifecycle email | Activated users and upgrades |
| Developer tools | Signup, API key or repo star | Technical content, docs, community | Active developers and team accounts |
| Vertical SaaS | Demo or consultation | Industry search, trade media, associations | Pipeline per segment |
| Fintech | Demo or signup | Comparison and integration SEO, efficient paid search | CAC payback |
| Cybersecurity | Demo or assessment | Research-led PR, technical content, review sites | Pipeline from target accounts |
We are usually a good fit if
- You have product-market fitCustomers buy, stay and refer others, and you want a repeatable way to find more of them.
- You are roughly $1M to $50M ARRLarge enough to invest in channels, early enough for marketing to change your trajectory.
- You can invest for 90 daysEnough runway to set up measurement and see real signal before judging results.
- Someone owns growthA founder, CEO or marketing leader who can make decisions and give feedback quickly.
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.