B2B SaaS Lead Generation Agency
Pipeline-first performance marketing for B2B SaaS companies
Most SaaS companies waste budget on MQLs that never convert. We focus on qualified pipeline and revenue, not vanity metrics.
Month-to-month partnership. No long-term contracts.
Sarah Chen
VP Marketing · Series B SaaS
SaaS lead generation isn't just harder than other B2B verticals. It's fundamentally different.
Technical buyers who do their homework
You're selling to technical buyers who research extensively before ever talking to sales. Your sales cycles stretch 3-9 months across multiple stakeholders.
Attribution is a nightmare
Product-led growth creates attribution nightmares between self-serve signups and sales-assisted deals. Users touch 6-8 channels before converting.
Unit economics must scale
Your CAC:LTV ratio needs to work at scale, not just for your first 100 customers. Every dollar of spend needs to compound.
Most agencies optimise for form fills.
You need pipeline.
Generic agencies don't understand free trials, freemium models, or product-qualified leads. They chase volume, call every form fill a "lead," and leave your sales team drowning in noise.
The difference between optimising for leads vs. pipeline
Same 1,000 leads. Wildly different outcomes depending on what you optimise for.
Low conversion rates across the funnel
Median conversion rates change everything
How we generate pipeline for SaaS companies
Six ways we work differently from generic B2B agencies.
We follow your data from click to closed-won
CRM-informed campaign optimisation
We pipe CRM outcomes back into ad platforms to optimise toward revenue, not just MQLs. That means cutting spend on channels that generate volume but poor close rates, and doubling down on what actually improves CAC and payback periods.
Separate campaigns for buyers and decision-makers
Champion and executive targeting
Champions need technical proof - security docs, API references, implementation guides. Executives need the business case - ROI models, competitive benchmarks, and risk mitigation. We run parallel campaigns for both, with tailored landing pages that speak to each audience.
Shorter cycles through BOFU targeting and bespoke messaging
Accelerated lead-to-SQL lifecycle
We compress the path from lead to SQL by targeting bottom-of-funnel keywords that signal active evaluation, crafting decision-maker-specific messaging, and using incentivised offerings like exclusive benchmarks or audits to accelerate commitment.
Named-account targeting for high-value pipeline
Account-based marketing for enterprise deals
We build coordinated ABM plans around your target account list - personalised ad creative by company, multi-threaded outreach to buying committees, and custom landing pages that reference specific pain points. Built for $50k+ ACV deals where generic campaigns don't cut it.
Precision audience building from CRM data
ICP targeting and TAL development
We define your Ideal Customer Profile from closed-won analysis - not assumptions. Then we build a Total Addressable List of named accounts, tiered by fit and intent signals, so every pound of ad spend reaches prospects with real buying potential.
Messaging that resonates with decision-makers
Creative strategy designed for your ICP & TAL
We develop creative frameworks tailored to each segment of your TAL - from persona-specific ad copy and value propositions to landing pages that address the exact pain points of your ICP. No generic templates; every asset is built to convert your target buyers.
What to expect
Our methodology is designed for speed without sacrificing quality.
Discovery & Audit
Deep analysis of your current state and opportunities
Strategy Development
Audience architecture and campaign planning
Creative & Launch
Asset development and campaign go-live
Optimize & Scale
Continuous improvement and growth
Revenue calculator
How much revenue are you leaving behind?
Plug in your actual numbers. See the gap between chasing leads and closing pipeline.
Enter your actual numbers — we'll calculate your conversion rates and compare them to pipeline benchmarks.
This calculator compares your current funnel metrics — leads, MQLs, SQLs, opportunities, and closed deals — against pipeline-optimised benchmarks (55% MQL rate, 35% SQL rate, 60% opportunity rate, 25% win rate) to estimate how much additional revenue you could generate from the same ad spend with a pipeline-first approach.
Real results from real B2B SaaS clients
6Sense intent signals
Improving CVR through intent-based targeting
Lead increase
+531%
Cost/lead reduction
-57%
Spend increase
169%
The strategy
After implementing 6Sense, we began filtering accounts based on engagement levels across the website, content, and third-party sources like G2 intent data. This allowed us to target high-intent audiences, leading to a 531% increase in leads with just a 169% increase in spend.
Before vs after
| Before | After | |
|---|---|---|
| Spend | $31,134 | $83,798 |
| Leads | 74 | 467 |
| Cost/Lead | $420 | $179 |
Key highlights
Allocated 23% of budget to video campaigns targeting 6Sense audience
Video campaigns indirectly generated 83 leads (18% of total)
Shifted strategy towards bottom-of-funnel with request demo ads
Demo ads represented 27% of budget and produced 241 leads (52% of total)
Incentive-based messaging
Gift card incentives on LinkedIn
Pipeline generated
$561K
Opportunity increase
+1,500%
SQOs generated
16
The strategy
LinkedIn enables firmographic targeting but lacks intent signals. By incorporating gift card incentives, these campaigns gave prospects a compelling reason to engage. We tested multiple offer types across LinkedIn and X to identify the highest-converting approach.
Q1 vs Q3 comparison
| Q1 | Q3 | |
|---|---|---|
| SQOs | 1 | 16 |
| Pipeline | $35K | $561K |
| Cost/SQO | $8,400 | $2,100 |
Key highlights
80% of results came from X (formerly Twitter)
Gift card offers outperformed standard CTAs by 3.2x
Average cost per SQO dropped to $2,100
Pipeline ROI of 6.7x on total campaign spend
CTV ads campaign
Incremental reach and pipeline
Video completion rate
98%
LinkedIn video benchmark
0.46%
Full-funnel approach
Yes
The strategy
CTV campaigns built awareness by reaching targeted audiences on smart TVs and streaming platforms. Viewers who engaged were retargeted through LinkedIn conversation ads, moving them further down the funnel into qualified pipeline.
Channel comparison
| CTV | ||
|---|---|---|
| Completion | 98% | 42% |
| Engagement | 3.2% | 0.46% |
| CPM | $28 | $45 |
Key highlights
98% video completion rate across CTV placements
CTV viewers retargeted on LinkedIn at 3x higher engagement
Full-funnel attribution from awareness to closed-won
Incremental pipeline contribution of $180K
Germany market entry
Localised campaign success
Approach
Localised
Keywords
German
Landing pages
Custom
The strategy
Client was running English-language campaigns targeting German prospects with generic global messaging. We shifted to fully localised keyword targeting, bespoke ICP creatives, and a personalised landing page journey tailored to the DACH market.
Before vs after localisation
| English | Localised | |
|---|---|---|
| CTR | 1.2% | 2.9% |
| CVR | 1.8% | 3.0% |
| Pipeline | €0 | €340K |
Key highlights
CTR improved 2.4x after switching to German-language ads
Custom landing pages increased conversion rate by 68%
Pipeline from DACH region grew from €0 to €340K in 6 months
Localised approach replicated across France and Benelux
Common questions
Ready to turn paid media into actual pipeline?
We help B2B SaaS companies build predictable, qualified pipeline through performance marketing that actually connects to revenue. No vanity metrics, no long-term contracts, just systematic execution focused on the deals that matter.
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