B2B SaaS marketing, built around recurring revenue
SaaS marketing is easy to get busy and hard to get right. The dashboards fill with MQLs, the content calendar keeps moving, and the board still asks why efficient growth is not showing up in pipeline.
The problem is usually that the marketing was built to generate volume rather than to feed a recurring-revenue motion, where acquisition, conversion, sales handoff and expansion all have to work together. Spanb2b builds SaaS marketing around that motion, run by senior operators who have done it, and measured on the revenue it produces.
What we do
The work looks different depending on where the growth is stuck.
MQLs sales will not touch
A SaaS business generating plenty of MQLs that sales will not touch, because the target was volume and the leads do not fit. We reset the demand around pipeline quality and the accounts that actually convert.
Product-led hitting its ceiling
A product-led company that has reached the ceiling of self-serve and needs a sales-assisted motion to move upmarket, without breaking the engine that got it here. We build the demand, positioning and enablement for the move to enterprise.
Scaleup carrying a senior number
A Series A or B scaleup that cannot yet justify a full senior marketing team but is carrying a number that needs one. We are that team, without the permanent overhead.
SaaS brand that looks like every other SaaS brand
A SaaS brand competing on a feature list in a crowded category. We do the positioning and the brand-to-demand work that makes it distinct and makes the distinction convert.
How we help
We work across the whole recurring-revenue motion rather than a single channel: positioning and category narrative, demand generation and paid media, ABM for enterprise accounts, content and sales enablement, and the measurement that ties it back to pipeline and revenue. The mix depends on your stage, your buyers and the number you are being measured on.
For SaaS specifically, that usually means balancing a product-led and a sales-led motion, marketing to a technical evaluator and an economic buyer at the same time, and keeping an eye on the metrics a SaaS board actually cares about, from qualified pipeline through to payback and, where it is in scope, expansion.
Why our SaaS marketing is different
35+ years across B2B marketing, media and sales
in-house, agency-side and adtech, so we build for how SaaS actually grows rather than for a vanity dashboard.
Evidence-first
we validate who really converts and expands before we spend, so demand is pointed at pipeline that closes rather than leads that inflate a report.
Brand, demand and sales as one motion
in SaaS these are treated as separate teams too often, which is why pipeline leaks between them. We build them as one motion.
AI for speed, seniors for judgement
AI moves us faster on the mechanical work of building, testing and optimising, with senior judgement on what to build and what to trust.
How we measure it
Before we spend a pound of budget, we agree the KPIs with you: what matters to you and your business, and what you actually need to see. From there we measure and report against your needs rather than a generic template.
For SaaS that usually means qualified pipeline, win rate and deal velocity, contribution to CAC and payback, and influenced or sourced revenue, with expansion included where it is part of the brief. MQL counts are an input we watch, not the result we report.
Frequently asked questions
Do you work with early-stage or scaleup SaaS?
Both. We work with Series A and B scaleups that need senior marketing without a full permanent team, and with later-stage SaaS businesses adding structure to how they grow. We will tell you honestly if you are too early to benefit yet.
Product-led or sales-led?
Either, and usually a blend. We build demand and enablement for self-serve, sales-assisted and enterprise motions, and help you balance them as you move upmarket.
What do you actually run for SaaS companies?
Positioning and category narrative, demand generation and paid media, ABM for target accounts, content and sales enablement, and measurement. We scope the mix around your stage and your buyers rather than dropping a fixed package on you.
Do you do positioning and brand, or just demand?
Both, and we treat them as connected. In a crowded SaaS category, positioning is what makes demand convert, so we do not separate the two.
How do you measure SaaS marketing?
Against the KPIs we agree up front. Usually qualified pipeline, velocity, contribution to CAC and payback, and influenced or sourced revenue, rather than MQL volume.
Talk to the people who will run it
If your SaaS pipeline is full of leads sales will not work, or you are moving upmarket and need the marketing to move with you, we should talk. You will speak to the senior operators who will actually run it.