B2B SaaS & Technology Marketing Agency
Marketing that can hold a technical conversation
Selling software to businesses is a slow, multi-person, complex process, and most marketing for it is written as though it were none of those things. The buyer isn't one person, the decision takes months, and somebody technical will read your page and decide in about four seconds whether you understand the problem. We market on that basis.
You're not marketing to one person, so stop writing as if you were
A B2B software decision usually involves the person with the problem, the person with the budget, and at least one person whose job is to find the best solution. They want different things and they read different pages. The person with the problem wants to know you've seen it before and fixed it; the budget holder wants a number; the technical reviewer wants to know how it integrates, how the data flows and what gets reported.
So the content has to serve all three without becoming mush, which mostly means writing distinct, relevant copy for them rather than a single page or set of messages.
- Content mapped to the decision makers
- Technical depth where it's needed, plain language where it isn't
- Proof that survives a sceptical reader
- Nurture built for a decision that takes months
A six-month sales cycle breaks most reporting
If a deal takes two quarters to close, the last thing someone clicked gets the credit and the eighteen months of content that got them there gets none. That is how good marketing ends up being cut. We set up the tracking so the whole route is visible, rather than letting the last click take the credit for two quarters of work.
- Attribution that survives a long, multi-touch cycle
- Content built for the research phase, not just the demo request
- HubSpot set up so marketing and sales see the same record
- Reporting on pipeline contribution rather than form fills
SaaS and HubSpot go together, and we're a Gold Partner
Software companies are the archetypal HubSpot customer: long cycles, multiple stakeholders, a real need for marketing and sales to look at one record instead of arguing about two. We're a Gold Tier Solutions Partner and we do the setup, the workflows and the optimisation as well as the campaigns, which means the marketing and the apps it runs on are on the same page.
What you get
Why software companies work with us
- HubSpot Gold Tier Solutions Partner, the stack most of you are already on
- We work across social, site and CRM, so the long cycle stays visible end to end
- Regulated-sector experience from financial services and fintech, where the technical bar is similar
- Distribution-led: we start from who has to see it, not what to publish
Questions we get asked
Do you understand our product?
Not on day one, and we'd be suspicious of an agency that claimed otherwise. What we do is get to the point of being able to explain it to your buyer, which is a lower bar than your engineers' and a higher one than most agencies clear.
Is this product-led or sales-led?
Sales-led. A lot of fintech and SaaS marketing is built product-first, usually because that was the founder's background, and it tends to speak to users rather than to the people who sign. We market to the buying committee.
Which SaaS or technology clients have you worked with?
Our deepest sector experience is in capital markets and fintech, where the buyer behaves much the same way: a long cycle, several people in the room, and a technical reviewer who will check what you have claimed. We are happy to talk through specific work on a call.
Can you work alongside our in-house marketing team?
Usually the arrangement that works best. Most software companies have someone in-house who knows the product; what they're missing is channel machinery and support on how to optimise the campaign.
Marketing software to people who'll check your claims?
It's a harder brief than most, and it's the one we enjoy.
Tell us who you're selling to and we'll show you how we'd start.