STRATEGY
PIPELINE TARGETS RISING FASTER THAN BUDGET?
SaaS marketing measured the way your board measures you.
Demand gen for SaaS lives or dies on one thing: whether marketing spend turns into pipeline your sales team accepts. That's the number we run accounts on - and the one below they ran on ours.
SaaS marketing has a maths problem: the platforms report conversions, the board asks about pipeline, and the two numbers rarely agree. Most agencies pick the flattering one.
We've run demand gen for enterprise SaaS since the mid-2010s - Khoros, PagerDuty, Convertr among them - and the method has never changed: agree what a real lead is with sales, track it properly, and optimise every channel toward that number even when the dashboard sulks.
What that produces
For Khoros, LinkedIn became the best-performing lead source in ANZ - 60% of all qualified leads - while total spend went down. The campaigns worked well enough that LinkedIn published them as an official customer story.
For PagerDuty, pipeline more than doubled year on year and MQLs tripled, with localised creative driving roughly 98% of leads in test phases. Our localisation testing across global, EMEA, and ANZ campaigns came out of this work.
For Convertr, it started where SaaS accounts usually need to start: GA4 tracking set up "accurately and quickly" - their words - so every later decision had numbers under it.
Where we fit
Some clients hand us a channel; most hand us the whole demand-gen problem: paid social, search, attribution and reporting, landing pages, and the automation that keeps reporting honest without eating your week. We've worked across CRM, martech, collaboration tools, HR, finance, and LMS platforms - the sectors change, the discipline doesn't.
"In Isaac and his team, we have found real partners to our business and other teams have gone on to work with them as well, testament to the trust that we have established between our 2 companies."
We've done this before
ENTERPRISE CUSTOMER ENGAGEMENT SAAS, GLOBAL
Khoros
60% of qualified ANZ leads from one channel.
ENTERPRISE CUSTOMER ENGAGEMENT SAAS, GLOBAL
Khoros
ABM that aligned marketing and sales in weeks.
INCIDENT RESPONSE PLATFORM, GLOBAL
PagerDuty
Local expertise, global impact. A multi-year partnership that keeps delivering.
LEAD GENERATION SAAS, UK
Convertr
GA4 set up properly, so every marketing dollar is accounted for.
Questions we get asked
What do you actually optimise toward?
Qualified pipeline - MQLs and SQLs your sales team agrees are real, reconciled against the CRM. SaaS is where platform-reported conversions lie hardest: six-month cycles, buying committees, and self-graded dashboards. We built our whole measurement approach around that problem.
Which channels work for SaaS right now?
LinkedIn remains the precision channel and our flagship - LinkedIn featured our Khoros work as an official customer story. Facebook at a fraction of the cost per qualified lead for many audiences, search for demand capture, and increasingly AI assistants, where your buyers now ask for shortlists.
We've had agencies report leads that sales laughed at. How do you avoid that?
A written lead definition agreed with sales before we judge anything, regular quality feedback into targeting, and mining past qualified inquiries - profiles, skills, career paths - to sharpen who we chase. The Khoros account improved quarter on quarter for years on exactly this loop.
Do you work with early-stage companies or just enterprise?
Both, with a straight caveat: below a certain spend, some of what we do isn't worth buying yet. We'll tell you which parts matter at your stage and which to skip - it's cheaper to be told early.
Sound like your sector?
Tell us where you're at. We'll tell you what we'd do - and what it costs.