Pipeline, not page views.
Series A–C SaaS scaling past founder-led sales. Long deal cycles, multiple stakeholders, real ACVs. We treat marketing as the second pipeline-generation function, alongside outbound.
What we hear, constantly
Founder-led sales has a ceiling.
We've heard the same five things from forty B2B SaaS teams. If three or more sound familiar, you're not unique — you're at a stage.
- Pipeline is concentrated in 2–3 outbound reps; not yet scalable.
- Marketing-sourced pipeline is under 30%; the board wants 50%+.
- Demos are flat — SQL→demo conversion stuck under 20%.
- Brand search isn't growing. In-market buyers aren't finding you.
- Attribution is broken. Nobody on the team trusts the dashboard.
Our take
Marketing becomes a second sales team.
We don't sell traffic to a tech team — we sell pipeline. We design every channel around what closes, not what clicks. Sales is in the weekly. The dashboard works for both teams or it isn't trusted.
AI-Led SEO is the spearhead for most engagements — it compounds, it gets cited, and it's the lever your competitors haven't pulled. LinkedIn paid and outbound automation get layered on top.
The playbook
The B2B Tech playbook
Five solutions we wire together for tech teams — in this order — depending on stage. Each links to the full solution detail.
AI-Led SEO
The category-defining play. Get cited by LLMs, dominate bottom-funnel comparison SERPs, compound month over month.
See solution → 02 · Pair with SEOContent Strategy
Pillar pages, comparison pages, customer stories. The content sales actually uses on calls.
See solution → 03 · Channel focusPaid Marketing (LinkedIn-heavy)
Account-list buys, role-specific creatives, conversation ads. LinkedIn is still underpriced if you target right.
See solution → 04 · Pipeline glueDemand Generation
Outbound + lifecycle + intent. SQL definitions agreed with sales; one scoreboard.
See solution → 05 · Stage-specificGTM Strategy
For founders moving past founder-led sales. Five-page operating doc, shipped against in 90 days.
See solution → 06 · OptionalAI Solutions for Marketing
Custom internal tools, ABM micro-apps, lead-scoring builds. The marketing tickets engineering won't touch.
See solution →Receipts in this category
Three B2B Tech engagements, numbers attached.
How we 3× pipeline for a Series B dev-tools company
Programmatic SEO + outbound automation. From 40 demos/mo to 138.
Cutting CAC by 41% before scaling spend
Creative engine + LP rebuild. We fixed the maths first.
The scoreboard
The numbers we commit to.
For B2B Tech, we measure on the metrics sales and finance buy into — not the ones marketing tools spit out by default.
Want a B2B Tech-specific audit?
30 minutes. We'll look at your pipeline mix, your motion, and your three biggest leaks. Yours to keep — even if we don't work together.