Related case studies · Software & Technology · Growth Marketing$6.5M
pipeline value
HR software provider builds $6.5M pipeline in two months
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FIG. 02 · Pipeline
FIG. 01 · Pipeline reviewGrowth That Survives the Board Meeting
Your board doesn’t care about MQLs. They care about efficient pipeline and net-new logos. Whether you’re product-led, sales-led, or somewhere in between, we build the acquisition framework that connects marketing spend to revenue. The kind of number your CRO can defend in front of investors.
Why SaaS marketing is different.
Generic B2B marketing doesn’t work. You need a framework built for SaaS metrics and SaaS timelines.
SaaS companies optimize for specific metrics: CAC payback period, LTV/CAC ratio, pipeline velocity, win rate. Marketing is expected to produce not just leads, but qualified, efficient pipeline.
Board meetings focus on revenue, growth rate, and unit economics.
What makes this market different.
The SaaS growth trap
You are spending more on paid channels. CAC is climbing. Your board wants efficient growth, not just growth. Most SaaS marketing teams optimize for MQLs because that’s what they can measure. But MQLs don’t pay the bills. Pipeline does.
PLG vs. SLG
Product-led and sales-led motions require different marketing strategies. We build for both.
Competitive noise
Every SaaS company says they’re AI-powered and category-defining. You need messaging that actually differentiates.
How we drive growth in this market.
→Positioning that converts. We interview your customers and analyze your competitors to find the positioning that actually differentiates. Not 'AI-powered' or 'category-defining' but the specific value your buyers care about.
→Website built for conversion. Product-led and sales-led motions require different website strategies. We build for your specific go-to-market motion, whether that’s free trial optimization, demo requests, or enterprise outbound.
→Demand generation that qualifies. Google Ads, LinkedIn, and programmatic campaigns measured against CAC payback period, not just cost per lead. Every dollar is optimized for pipeline efficiency that your board can defend.
→Sales process that closes. Enterprise deals need more than marketing leads. Battle cards, competitive positioning, ROI calculators, and deal-specific content that helps your sales team close six and seven figure contracts.
FIG. 02 · PipelineStop reporting vanity metrics. Start reporting revenue.
Talk to us about growth for B2B SaaS and software companies.
Frequently asked questions.
Do you work with both product-led (PLG) and sales-led (SLG) SaaS companies?
Yes. PLG and SLG require different website strategies, different content hierarchies, and different demand generation approaches. PLG companies need to optimize the top-of-funnel trial activation and user-to-paid conversion. Sales-led companies need to build enterprise pipeline and equip a sales team to close six and seven-figure contracts. We’ve run both motions extensively. We’ll be direct about which motion your current stage calls for and what a hybrid approach looks like if you’re making that transition.
How do you differentiate a SaaS company when every competitor says the same thing?
We interview your customers. Not surveys — actual 30-minute conversations about why they bought, what alternatives they considered, and what would have made them walk away. That research almost always surfaces 2-3 positioning angles that competitors aren’t owning and that buyers actually care about. 'AI-powered' and 'category-defining' aren’t differentiators. The specific, defensible value your best customers get — and can describe in their own words — is. We build the messaging around that.
What SaaS metrics do you optimize for and how do you report them?
We optimize for the metrics your CRO and board care about: CAC payback period, LTV/CAC ratio, pipeline velocity, win rate, and net-new ARR sourced from marketing. Every sprint report connects marketing activity to these numbers. We don’t report on vanity metrics unless you want us to. The board cares about efficient pipeline growth and revenue. That’s what we measure and report.