Marketing for software companies, measured against pipeline
Signups are not the goal and neither are demos. We work backwards from the revenue a customer is worth, and build the search, content and campaign work that brings in more of the ones who stay.
What you get
- Channels ranked by customers, not by signups
- Content that maps to how software is actually chosen
- Visibility in AI answers as well as search results
- A CRM that reflects what people did, not what they clicked
SaaS marketing goes wrong in a specific way: the top of the funnel gets optimised until it produces a great many people who will never buy. Free trials that never activate. Demos with companies you cannot serve. A blog that ranks for terms your buyers do not search.
We look at which sources produce customers who renew, then put the effort there. That usually means fewer campaigns, better fit, and content that answers what someone actually asks in the week they are choosing.
What this includes
Search built around buying intent
Comparison, alternative and use-case searches that people run with a budget, not just top-of-funnel definitions.
Content for the whole evaluation
The questions asked before a demo and the ones asked after, including the awkward ones about pricing and migration.
AI and answer-engine visibility
Software is researched through AI assistants more than most categories. We work on being the answer they give.
Lifecycle and CRM automation
Trial, onboarding and expansion sequences wired to product events rather than to a calendar.
Questions we get asked
Usually the brief rather than the writing. We work out which topics can realistically rank and which are worth the effort, and your team keeps the voice.
Yes. It changes where the work sits, mostly toward activation and expansion rather than lead capture, and toward search that reaches people already trying to solve the problem.
Against pipeline and retained revenue where your data allows it. If attribution genuinely cannot answer a question, we say that instead of picking a number that sounds better.
Other industries we work in
Startups
Early on, the job is not growth. It is finding the one or two channels that work at all, proving it cheaply, and not burning the runway on the other eight.
Read moreEcommerce
Traffic is easy to buy and hard to make pay. We work on the parts of an online store that decide whether a visit turns into an order: what people can find, what the product page tells them, and what happens after they leave.
Read more