Most SaaS content programs produce blog posts. Few produce pipeline. The gap between the two is almost always the same: a SaaS content marketing strategy that optimizes for publishing volume instead of buyer progression.
Content-led growth is real - Ahrefs, HubSpot, and Intercom all built dominant market positions on content before their competitors figured out paid was getting expensive. The data backs it up: First Page Sage puts average B2B SaaS SEO ROI at 702% over three years with a 7-month break-even, and organic search drives 44.6% of all B2B revenue - more than any other channel. But those outcomes came from systems, not just blog posts. This is the framework.
The instinct when building a SaaS content strategy is to start with a keyword list. That comes later. Start with the question: Who are we writing for, and what do they already believe?
In B2B SaaS, your audience typically includes three distinct profiles with different needs:
The Economic Buyer (VP, Director, C-suite): Cares about ROI, competitive risk, and strategic fit. Reads case studies, benchmark reports, and "how to evaluate" guides. Doesn't want to read tutorials.
The Technical Evaluator (engineer, IT, RevOps): Cares about security, integrations, implementation complexity, and edge cases. Reads documentation, technical comparisons, API guides.
The End User (the person using the product daily): Cares about workflow efficiency and solving the immediate problem. Reads how-tos, feature guides, use case walkthroughs.
Most SaaS content programs write only for the end user. The content gets traffic, but it fails to influence the people with budget authority or technical veto power. Map your content plan explicitly to each buyer profile before you write a single post.
Topic clusters are a useful SEO architecture, but they don't tell you what to prioritize. A "content hub" about project management can be almost entirely top-of-funnel and generate almost no pipeline - despite ranking well and driving traffic.
The more useful framework maps content by funnel stage:
| Stage | Buyer Question | Content Type |
|---|---|---|
| Awareness | "What is this problem called?" | Explainers, trend posts, educational guides |
| Consideration | "What are my options?" | Comparisons, vendor roundups, evaluation checklists |
| Decision | "Is this the right choice for us?" | Case studies, ROI calculators, security docs, integrations |
| Expansion | "How do we get more value?" | Use case guides, feature deep-dives, customer stories |
Most SaaS content plans are overweight at awareness and nearly empty at consideration and decision. That's exactly backwards from a pipeline standpoint. Consideration and decision content drives the highest-intent organic traffic - the searchers who already have the problem and are actively evaluating solutions.
A mature SaaS content marketing strategy targets all four stages, but deliberately overweights consideration and decision content because that's where conversion rates are highest and competition is often thinnest.
"[Your product] vs. [Competitor]" and "Best [Competitor] alternatives" pages consistently rank well and convert at high rates because the searcher is already in evaluation mode. Research from GenesysGrowth shows comparison pages convert at 3.2x the rate of standard feature pages. These pages require honesty - a one-sided comparison that pretends competitors have no strengths reads as a sales pitch and damages trust. Acknowledge tradeoffs, focus on fit, and let the positioning speak for itself.
"How [ICP job title] uses [your product] to [achieve outcome]" is the most neglected content type in SaaS. It's specific enough to attract qualified traffic, it maps directly to ICP conversations in sales, and it builds credibility that broad topic guides can't. If you serve five distinct use cases, each one deserves its own dedicated content.
"[Your product] + [popular tool in your ICP's stack]" content targets buyers who are already using connected tools. These are warm buyers: they have the budget, the workflow context, and often the exact problem your integration solves. This content also earns backlinks from partner pages.
Long-form, comprehensive guides on core topics in your space - the "complete guide to X" format - anchor your topic cluster strategy and generate consistent organic traffic over time. These aren't the fastest path to pipeline, but they're the compound interest of content: slow to build, durable once established.
Here's a number worth sitting with: most SaaS companies earn 60–70% of their revenue from existing customers through renewals, upsells, and expansion. Yet most SaaS content programs invest almost exclusively in acquisition.
Retention content isn't the same as a help center. It's proactive content that teaches customers to get more value from the product, surfaces use cases they haven't tried, and reinforces that the tool is evolving. Done well, it reduces churn, increases NPS, and generates the kind of organic word-of-mouth that no acquisition campaign can replicate.
Practical formats for retention content:
If your content plan has no entries for the expansion stage, you're optimizing the acquisition funnel while leaving the retention engine unmanned.
Content without distribution is just publishing. The post goes live, gets indexed, maybe earns some organic traffic over 6 months - but nothing happens in week one.
A working distribution stack for B2B SaaS content typically includes:
The internal linking piece is particularly easy to underinvest in. A new post that earns no links from existing content starts with zero internal authority. A deliberate backward linking pass - updating 3–5 relevant existing posts to reference the new one - meaningfully accelerates indexing and rankings.
Vanity metrics tell you whether publishing is happening. Revenue metrics tell you whether content is working.
| Metric | What It Measures |
|---|---|
| Organic sessions by stage | Whether traffic distribution is balanced or overweight at awareness |
| MQLs from organic | Whether content is generating leads, not just readers |
| Content-assisted pipeline | Revenue where a content touchpoint appeared in the customer journey |
| Trial signups from blog | Whether content is driving product engagement |
| Expansion revenue influenced | Whether retention content is contributing to upsell and renewal |
| Time-on-page and scroll depth | Whether content is being read or just visited |
The single most useful reporting change most SaaS content teams can make: add UTM tracking to every internal CTA in blog posts and route those conversions into a dedicated attribution report. Most teams can't answer "how much pipeline came from content" - because they never built the tracking to know.
A SaaS content marketing strategy isn't a content calendar. It's a system: audience segmentation feeds topic selection, funnel mapping sets prioritization, content types match buyer intent, distribution multiplies reach, and metrics close the feedback loop.
The companies that invest early in this system - rather than publishing whatever seems interesting - build an organic pipeline machine that compounds year over year. SaaS-focused content SEO is the engine underneath; strategy is what decides what to put in it.
If you're building a B2B pipeline alongside this content foundation, the B2B SaaS lead generation playbook covers the channel and conversion layer that turns content readers into qualified leads.
Most SaaS content programs produce blog posts. Few produce pipeline. The gap between the two is almost always the same: a SaaS content marketing strategy that optimizes for publishing volume instead of buyer progression.
Content-led growth is real - Ahrefs, HubSpot, and Intercom all built dominant market positions on content before their competitors figured out paid was getting expensive. The data backs it up: First Page Sage puts average B2B SaaS SEO ROI at 702% over three years with a 7-month break-even, and organic search drives 44.6% of all B2B revenue - more than any other channel. But those outcomes came from systems, not just blog posts. This is the framework.
The instinct when building a SaaS content strategy is to start with a keyword list. That comes later. Start with the question: Who are we writing for, and what do they already believe?
In B2B SaaS, your audience typically includes three distinct profiles with different needs:
The Economic Buyer (VP, Director, C-suite): Cares about ROI, competitive risk, and strategic fit. Reads case studies, benchmark reports, and "how to evaluate" guides. Doesn't want to read tutorials.
The Technical Evaluator (engineer, IT, RevOps): Cares about security, integrations, implementation complexity, and edge cases. Reads documentation, technical comparisons, API guides.
The End User (the person using the product daily): Cares about workflow efficiency and solving the immediate problem. Reads how-tos, feature guides, use case walkthroughs.
Most SaaS content programs write only for the end user. The content gets traffic, but it fails to influence the people with budget authority or technical veto power. Map your content plan explicitly to each buyer profile before you write a single post.
Topic clusters are a useful SEO architecture, but they don't tell you what to prioritize. A "content hub" about project management can be almost entirely top-of-funnel and generate almost no pipeline - despite ranking well and driving traffic.
The more useful framework maps content by funnel stage:
| Stage | Buyer Question | Content Type |
|---|---|---|
| Awareness | "What is this problem called?" | Explainers, trend posts, educational guides |
| Consideration | "What are my options?" | Comparisons, vendor roundups, evaluation checklists |
| Decision | "Is this the right choice for us?" | Case studies, ROI calculators, security docs, integrations |
| Expansion | "How do we get more value?" | Use case guides, feature deep-dives, customer stories |
Most SaaS content plans are overweight at awareness and nearly empty at consideration and decision. That's exactly backwards from a pipeline standpoint. Consideration and decision content drives the highest-intent organic traffic - the searchers who already have the problem and are actively evaluating solutions.
A mature SaaS content marketing strategy targets all four stages, but deliberately overweights consideration and decision content because that's where conversion rates are highest and competition is often thinnest.
"[Your product] vs. [Competitor]" and "Best [Competitor] alternatives" pages consistently rank well and convert at high rates because the searcher is already in evaluation mode. Research from GenesysGrowth shows comparison pages convert at 3.2x the rate of standard feature pages. These pages require honesty - a one-sided comparison that pretends competitors have no strengths reads as a sales pitch and damages trust. Acknowledge tradeoffs, focus on fit, and let the positioning speak for itself.
"How [ICP job title] uses [your product] to [achieve outcome]" is the most neglected content type in SaaS. It's specific enough to attract qualified traffic, it maps directly to ICP conversations in sales, and it builds credibility that broad topic guides can't. If you serve five distinct use cases, each one deserves its own dedicated content.
"[Your product] + [popular tool in your ICP's stack]" content targets buyers who are already using connected tools. These are warm buyers: they have the budget, the workflow context, and often the exact problem your integration solves. This content also earns backlinks from partner pages.
Long-form, comprehensive guides on core topics in your space - the "complete guide to X" format - anchor your topic cluster strategy and generate consistent organic traffic over time. These aren't the fastest path to pipeline, but they're the compound interest of content: slow to build, durable once established.
Here's a number worth sitting with: most SaaS companies earn 60–70% of their revenue from existing customers through renewals, upsells, and expansion. Yet most SaaS content programs invest almost exclusively in acquisition.
Retention content isn't the same as a help center. It's proactive content that teaches customers to get more value from the product, surfaces use cases they haven't tried, and reinforces that the tool is evolving. Done well, it reduces churn, increases NPS, and generates the kind of organic word-of-mouth that no acquisition campaign can replicate.
Practical formats for retention content:
If your content plan has no entries for the expansion stage, you're optimizing the acquisition funnel while leaving the retention engine unmanned.
Content without distribution is just publishing. The post goes live, gets indexed, maybe earns some organic traffic over 6 months - but nothing happens in week one.
A working distribution stack for B2B SaaS content typically includes:
The internal linking piece is particularly easy to underinvest in. A new post that earns no links from existing content starts with zero internal authority. A deliberate backward linking pass - updating 3–5 relevant existing posts to reference the new one - meaningfully accelerates indexing and rankings.
Vanity metrics tell you whether publishing is happening. Revenue metrics tell you whether content is working.
| Metric | What It Measures |
|---|---|
| Organic sessions by stage | Whether traffic distribution is balanced or overweight at awareness |
| MQLs from organic | Whether content is generating leads, not just readers |
| Content-assisted pipeline | Revenue where a content touchpoint appeared in the customer journey |
| Trial signups from blog | Whether content is driving product engagement |
| Expansion revenue influenced | Whether retention content is contributing to upsell and renewal |
| Time-on-page and scroll depth | Whether content is being read or just visited |
The single most useful reporting change most SaaS content teams can make: add UTM tracking to every internal CTA in blog posts and route those conversions into a dedicated attribution report. Most teams can't answer "how much pipeline came from content" - because they never built the tracking to know.
A SaaS content marketing strategy isn't a content calendar. It's a system: audience segmentation feeds topic selection, funnel mapping sets prioritization, content types match buyer intent, distribution multiplies reach, and metrics close the feedback loop.
The companies that invest early in this system - rather than publishing whatever seems interesting - build an organic pipeline machine that compounds year over year. SaaS-focused content SEO is the engine underneath; strategy is what decides what to put in it.
If you're building a B2B pipeline alongside this content foundation, the B2B SaaS lead generation playbook covers the channel and conversion layer that turns content readers into qualified leads.
Most B2B SaaS companies don't have a lead generation problem. They have a lead quality problem. The top of the funnel is full - demo requests, MQLs, content downloads - but the pipeline stays thin because the wrong people are converting.
B2B SaaS lead generation done well is about attracting buyers at the right stage, moving them efficiently through the funnel, and handing sales a set of leads that are actually ready to evaluate. That requires more than adding a contact form and running ads. It requires a playbook.
Traditional B2B lead gen focuses on volume: get enough contacts, work the phones, close what sticks. SaaS doesn't work that way. The unit economics - CAC, LTV, payback period - are unforgiving. A high-CAC lead from a low-fit account doesn't just fail to close; it drags down metrics for months.
Three dynamics make SaaS lead generation distinct:
Subscription economics demand fit over volume. A closed deal from a poor-fit company churns in 6 months. The acquisition cost stays on the books; the revenue doesn't.
Trial and freemium create a parallel funnel. Product-qualified leads (PQLs) - users who've hit activation milestones - often convert at 2–5x the rate of marketing-qualified leads, according to OpenView Partners. If you're ignoring PQL data in your lead gen strategy, you're leaving the most reliable signal on the table.
Buying committees are larger than they look. Gartner research shows the average B2B purchase involves 6–10 decision makers. Your lead gen strategy has to reach the economic buyer, the technical evaluator, and the end user - often with different content and messages.
No SaaS company can be excellent at every channel. The most consistent pipeline comes from picking a primary channel and making it work before expanding.
The long game, but the one with the best compounding returns. B2B SaaS companies that invest in content early build a lead generation asset that doesn't stop working when ad spend stops. The key is targeting bottom-of-funnel and middle-of-funnel keywords - comparison pages, "best X for Y" queries, and integration guides - not just top-of-funnel informational content.
A well-executed SaaS SEO strategy targets keywords where the searcher already has a problem and is actively evaluating solutions. Those are the leads worth having.
The fastest path to qualified pipeline for most B2B SaaS companies, and the most expensive. Google Ads for SaaS works best when:
Paid search generates leads; it doesn't generate trust. Lead scoring and nurture sequences bridge the gap between a paid click and a sales-ready conversation.
Outbound isn't dead in SaaS - it's evolved. Cold email and LinkedIn outreach still work at the right ICP fit, with the right message, at the right volume. The modern approach is signal-based outreach: triggering sequences based on behavioral data (website visits, content downloads, G2 profile views) rather than spraying generic sequences at a contact list. Tools like Apollo.io and Clay make signal-based outbound accessible for teams without large SDR headcounts.
Most SaaS companies apply the same urgency to every lead regardless of fit or intent. That burns sales capacity and teaches reps to distrust marketing-generated leads.
A simple two-axis scoring model changes the dynamic:
| Low Intent | High Intent | |
|---|---|---|
| High Fit | Nurture aggressively | Route to sales immediately |
| Low Fit | Do not pass to sales | Route to sales with a flag |
Fit scores on firmographic data: company size, industry, tech stack, and existing tooling. Intent scores on behavioral data: pages visited, emails opened, content downloaded, product trial actions.
The thresholds depend on your sales motion. A PLG company with a low-touch model has different routing rules than an enterprise company with a six-month sales cycle. Define the criteria explicitly, document them in your CRM, and revisit them quarterly.
Three gaps that show up repeatedly in B2B SaaS lead funnels:
The mid-funnel vacuum. Most companies have awareness content (blog posts, social) and a bottom-funnel offer (demo, free trial). There's nothing in between to capture leads who are interested but not ready to evaluate. Case studies, ROI calculators, comparison guides, and email sequences fill this gap.
No content for the technical buyer. In SaaS, the technical evaluator often has veto power. Integration documentation, security pages, API references, and architecture guides exist to win their trust - but they rarely appear in a marketing team's content plan. They should.
Weak activation-to-PQL path. If you have a trial or freemium tier, the journey from signup to first meaningful activation is your most important funnel. Track where users drop off and what actions correlate with conversion. Then engineer the product and messaging to get more users to those activation points.
Vanity metrics - site traffic, total leads, email list size - tell you what happened at the top of the funnel. Pipeline metrics tell you whether the funnel is working.
| Metric | What It Tells You |
|---|---|
| MQL-to-SQL rate | Whether marketing and sales are aligned on lead quality |
| SQL-to-opportunity rate | Whether sales is qualifying effectively |
| Pipeline coverage ratio | Whether you have enough pipeline to hit revenue targets |
| CAC by channel | Which acquisition channels are actually efficient |
| PQL conversion rate | How well the product funnel is converting activated users |
If you're only tracking traffic and lead volume, you can be wildly off on pipeline quality and not know it for quarters. Add SQL and opportunity conversion to your standard reporting and the picture changes fast.
Consistent B2B SaaS lead generation isn't a one-channel bet. It's a system: ICP clarity at the top, content and paid channels filling the funnel, lead scoring routing the right leads to the right next step, and pipeline metrics keeping the whole system honest.
The companies that get this right early - before Series B - build a compounding advantage. Every piece of content, every scored lead, every closed-won data point makes the model more precise. Start with one channel, get it working, then expand.
If you're still evaluating which marketing partner can help build this system for your stage, the post on choosing the right SaaS marketing agency covers the criteria that matter most for growth-stage companies.
Organic search drives 44.6% of all B2B SaaS revenue - more than paid, email, and social combined. Yet most SaaS companies either skip SEO entirely or hire a generic agency that treats their product like an e-commerce store. Both are expensive mistakes.
If you're evaluating a saas seo agency, the difference between a generalist and a specialist isn't subtle. It shows up in your pipeline within 12 months - or doesn't.
Here's what separates agencies that drive measurable growth from those that generate traffic that never converts.
General SEO optimizes for traffic. SaaS SEO optimizes for trials, demos, and MRR. That distinction changes everything downstream - keyword strategy, content architecture, success metrics, and what a good agency proposal looks like.
The buyer journey is non-linear and long. B2B software buyers run an average of 12 searches before making a purchase decision. They move through awareness (pain and problem content), consideration (comparison pages, "[category] software" roundups, G2 listings), and decision (competitor alternatives, integration pages, case studies). A proper SaaS SEO strategy has to serve all three stages with purpose-built content - not just a blog and a homepage.
Keyword strategy is product-specific. SaaS SEO targets solution-aware searches: "project management software for remote teams," "Salesforce alternative for small teams," "how to track employee time automatically." These are not keywords that surface in a generic keyword audit. They require understanding your product, your ICP, and your competitive landscape.
Technical SEO is more complex. Many SaaS platforms run on JavaScript-heavy stacks - React, Angular, Vue - which creates indexing and crawlability problems that most generalists miss. App subdomains, dynamic pricing tiers, integration directories, and localization all require specific handling. One misconfigured robots.txt can silently kill months of work.
Retention content is part of the picture. SaaS companies churn. SEO isn't only about acquisition - it also supports post-signup lifecycle content (help centers, onboarding guides, use case documentation) that reduces churn by keeping users educated and successful.
The numbers are compelling enough to be worth stating plainly:
The catch: these numbers reflect mature organic programs, not the first three months. Organic is the highest-ROI channel in SaaS when played long - and a poor investment when treated as a quick-win tactic.
If you're assessing proposals, here's what a comprehensive saas seo services engagement includes:
Technical SEO foundation. Crawlability audit, indexation review, Core Web Vitals, JavaScript rendering issues, site architecture, internal linking structure. This is table stakes - any agency that skips it is building on sand.
Full-funnel keyword strategy. Not just blog topics. A mature SaaS SEO program covers:
Content production and optimization. Most agencies handle either strategy or writing - ask upfront which one you're getting. The best ones do both, and they write for humans first, search engines second.
Link building within your niche. Saas link building agency work is specific - you want links from software review sites, tech publications, industry blogs, and product communities. Generic link farms and irrelevant directories do nothing for SaaS authority.
Pipeline-tied reporting. Traffic is a leading indicator. The final metric is demos, trials, and MQLs sourced from organic. Agencies that report only on rankings and sessions are not measuring what matters.
AI search visibility. Over 58% of U.S. Google searches now result in zero clicks, with AI Overviews answering queries directly. In 2026, a serious saas seo agency needs a strategy for LLM mentions, structured data, and visibility across AI-generated answers - not just traditional rankings.
Every agency pitches fast results. Here's what honest timelines look like:
| Milestone | Timeframe |
|---|---|
| Technical foundation live, initial content indexed | Month 1–2 |
| First keyword movements and traffic signals | Month 3–4 |
| Measurable lead and trial attribution from organic | Month 6–9 |
| Compounding returns, channel self-sustaining | Month 12+ |
SaaS companies see initial measurable results in 3–6 months and meaningful pipeline contribution in 6–12 months. Agencies that promise faster results are either targeting very low-volume keywords or telling you what you want to hear. For a deeper look at how organic compounds over time, our ecommerce SEO guide covers the same compounding principle in a different vertical.
Pricing varies significantly by scope and agency size. Real ranges:
| Engagement Type | Monthly Cost |
|---|---|
| Starter / early-stage startup | $1,500–$4,000/month |
| Mid-market SaaS (Series A/B) | $4,000–$10,000/month |
| Full-service at scale | $10,000–$20,000+/month |
For context: a single senior in-house SEO manager costs $80,000–$150,000/year before benefits - and doesn't come with a content team or link-building operation. A focused agency at $5,000–$8,000/month often delivers more total output at a lower blended cost.
Performance-based arrangements exist but are rare and usually constrained to specific deliverables (traffic milestones, ranking targets). Pure performance models tied to revenue are almost never offered because agencies don't control your product, pricing, or sales team.
A quality agency will answer these directly and specifically. Vague answers are your signal.
1. Can you show me a SaaS case study with pipeline or revenue outcomes - not just traffic? Traffic charts without conversion data are decoration. You want: organic trials generated, MQLs attributed to SEO, CAC impact, or ARR influenced.
2. Who will actually work on my account - and what's their SaaS experience? Not "the team" - names and background. Junior-staffed accounts after a senior pitch are a consistent failure pattern.
3. How do you handle the full keyword funnel - including competitor and alternative pages? Generic agencies stop at blog content. A SaaS specialist will immediately discuss BOFU pages. If they don't bring this up, they haven't done it.
4. What does your technical SEO process look like for JavaScript-heavy apps? If they can't explain Googlebot rendering or the difference between server-side and client-side rendering, they're not SaaS-ready.
5. How do you measure success and what's the 90-day milestone? You should hear specific metrics tied to trials, leads, or MQLs - not just "improved rankings."
6. What's your link-building approach - and can you show examples from relevant SaaS publications? Relevant niche links (G2, Capterra, tech publications, SaaS blogs) drive authority in your vertical. Generic link schemes won't.
7. How are you thinking about AI search and zero-click optimization in 2026? This is the dividing line between agencies that are current and those that are running a 2020 playbook.
The same evaluation discipline applies whether you're hiring for SEO, paid, or any other channel - it's why how you choose a SaaS marketing agency matters as much as which channel you prioritize first.
Not every seo agency for startups is the right fit for a Series B SaaS company - and vice versa.
Pre-PMF / very early stage: You need foundational SEO hygiene and positioning clarity more than aggressive content production. A small specialist or consultant is more appropriate than a full-service agency.
Series A ($1M–$5M ARR): This is when full-funnel content investment pays off. Your product is validated - SEO can now compound that. Look for agencies with strong content + technical SEO depth.
Series B and beyond ($5M–$30M ARR): You're scaling channels that are already working. Prioritize agencies with pipeline reporting infrastructure, RevOps integration experience, and the operational capacity to keep pace with your growth.
Building trust through organic search isn't just about rankings - it's one of the highest-leverage brand investments you can make. Our guide to building brand trust with SEO covers the long-term compounding in detail.
A specialized saas seo agency is one of the highest-ROI investments a growth-stage software company can make - when evaluated carefully and engaged at the right stage. The best ones speak fluent SaaS economics, build full-funnel architectures, and report on pipeline rather than pageviews.
The agencies to avoid are the ones that never ask about your sales cycle, propose generic content packages before understanding your ICP, and measure their own success in traffic rather than in demos booked.
Ask the right questions, check the right references, and give the engagement the 12-month runway it requires to compound.
The average B2B SaaS company now spends $2.00 in sales and marketing for every $1.00 of new ARR, according to Benchmarkit's 2025 SaaS benchmarks. CAC has risen 222% over the last eight years. The window for sloppy, generalist marketing is closed.
If you're evaluating a SaaS marketing agency right now, the real question isn't which one has the slickest case study deck - it's which one actually understands your growth motion, your funnel economics, and your stage.
This guide cuts through the noise. No manufactured rankings, no self-serving methodology. Just a practical framework for finding a SaaS marketing agency that can actually move your numbers.
Most marketing principles apply across the board. But SaaS has structural dynamics that trip up generalist agencies every time.
Recurring revenue changes the math. Winning a customer isn't the finish line - it's the starting line. A company churning 3% of ARR monthly is burning 30%+ annually. Agencies that optimize for acquisition without accounting for retention are solving the wrong problem.
Sales cycles are long and getting longer. The average B2B SaaS sales cycle is now 134 days, up from 107 the prior year. Campaigns that look flat in the first 60 days aren't necessarily failing - they may just be working through a naturally long buying process. An agency that panics and pivots too early will wreck your attribution.
Multiple stakeholders, multiple touchpoints. Enterprise SaaS deals involve an average of six to ten stakeholders. A marketing agency needs to understand how to build content and campaigns that serve the champion, the economic buyer, and the technical evaluator simultaneously.
PLG vs. sales-led motions require different playbooks. A product-led growth company needs organic, self-serve content that removes friction from a free trial. A sales-led enterprise SaaS company needs ABM, demand gen, and pipeline acceleration. These are not interchangeable strategies - and the best agencies specialize in one or the other.
The right saas marketing agency at Series A looks nothing like the right one at Series C. Stage mismatch is one of the most common (and expensive) mistakes growth-stage companies make.
Pre-PMF / Seed: You don't need a full-service agency. You need positioning, ICP validation, and channel experimentation. Look for a fractional strategist or small specialist firm that can move fast and isn't billing you for overhead you don't need.
Series A / Early traction ($1M–$5M ARR): This is where a focused agency earns its keep. You've found something that works - now you need to systematize it and build a repeatable pipeline engine. Prioritize agencies with strong content + SEO + paid combinations.
Series B and beyond ($5M–$30M ARR): You're scaling channels that are already validated. The agency should bring operational depth - campaign management, attribution modeling, RevOps alignment - not just strategy. Watch for agencies that over-index on strategy and underdeliver on execution.
$30M+ ARR: Most companies at this stage are shifting to in-house CMO and team, with agencies as specialized execution partners rather than generalist leads. We break down the full trade-off in agency vs. freelancer vs. in-house marketing.
Most SaaS marketing agency proposals lead with traffic, impressions, and "brand visibility." These are inputs, not outcomes. The metrics that matter are downstream:
| Metric | Why It Matters |
|---|---|
| CAC by channel | Tells you where growth is efficient vs. subsidized |
| CAC payback period | Healthy benchmark is under 18 months; median is now 23 months |
| LTV:CAC ratio | 3:1 is the floor; below it, you're growing at a loss |
| Pipeline sourced | Revenue influenced by marketing, measured in qualified opportunities |
| ARR influenced | Closed-won deals where marketing touched the buyer journey |
| NRR | Net revenue retention - expansion minus churn. Marketing affects this too. |
Before signing any agency contract, agree on exactly which metrics define success. If an agency is resistant to that conversation, that's a red flag.
Understanding how SaaS marketing ROI compounds over time is critical context before you start holding agencies to the wrong benchmarks.
Beyond the pitch deck, here's what separates agencies that consistently move the needle from those that produce reports:
They speak fluent SaaS economics. CAC payback, LTV, NRR, ARR - these shouldn't need explanation. An agency that asks what LTV means in your onboarding call is the wrong agency.
They define success in pipeline, not traffic. Organic traffic that doesn't convert to trials, demos, or MQLs is a vanity metric. The right agency frames every channel in terms of pipeline contribution.
They have a defined onboarding process. The first 30–45 days should be a deep audit: ICP review, competitive positioning, channel audit, attribution setup. Agencies that skip directly to "content and campaigns" before understanding your funnel are guessing.
They push back. The best agency relationships feel like partnerships, not vendor relationships. If an agency agrees with everything you say in the sales process, they're telling you what you want to hear. Strong agencies will challenge your assumptions on channel mix, budget allocation, and messaging.
They can name-drop channel-specific results. Organic SEO carries a long-term CAC of ~$290 vs. outbound at ~$1,980 - good agencies can tell you where they'll move your numbers, not just how they'll spend your budget. "We helped a Series B PLG company reduce CAC by 34% by shifting budget from brand to bottom-of-funnel SEO and converting 3x more trial signups" - specific, falsifiable, meaningful. Vague outcome claims are not.
This is the number one thing buyers can't find online. Here are real ranges:
| Company Stage | Monthly Retainer Range |
|---|---|
| Early-stage startup ($500K–$5M ARR) | $3,000–$10,000/month |
| Growth-stage ($5M–$30M ARR) | $10,000–$25,000/month |
| Scale-up / Enterprise ($30M+ ARR) | $25,000–$75,000+/month |
Most reputable agencies work on monthly retainers with 3–6 month minimum commitments. Performance-based models exist but are rare - most agencies won't accept pure performance arrangements because they don't control the product, sales team, or pricing.
Startups at early stages should budget 20–40% of revenue on marketing during active growth phases. If a $2M ARR company is allocating $40K/month to a full-service saas marketing agency and getting measurable pipeline contribution, that's a reasonable investment. The same spend for a company generating no pipeline return is a problem.
Before signing anything, get direct answers to these:
That last question is increasingly important. The shift from traditional SEO to answer-engine optimization (AEO) is underway. A saas marketing agency that hasn't thought about this is already behind.
Most agencies look polished in the sales process. Here's what to watch for underneath:
The same evaluation logic we use in choosing the best ecommerce marketing agency applies here - the fundamentals of vetting a growth partner don't change much by vertical.
Set clear expectations before the engagement starts. A quality SaaS marketing agency should deliver the following in the first 90 days:
If an agency is running paid spend on day one without completing an audit first, pause. That's a sign they're prioritizing activity over results.
There's no single "best" SaaS marketing agency for every company. A pre-PMF team of eight and a Series C company scaling toward $50M ARR have fundamentally different needs - and the agencies that serve each of them well are often completely different firms.
What the best ones share: deep SaaS economics fluency, pipeline-first measurement, a defined onboarding process, and a willingness to push back when the strategy isn't right.
For tips on building a SaaS growth engine that agencies can actually plug into, see marketing tips for growing your SaaS company.
The agency that's right for you knows your stage, understands your motion, and will tell you when the answer isn't "spend more on marketing."
Is a fact: SaaS marketing efforts will fail without a content marketing strategy. With the right approach, your content can help you attract and engage your target audience, differentiate from competition, drive conversions, and build a strong brand presence. In this publication, we'll explore four key tips to help you develop an effective B2B SaaS content marketing strategy.
Before diving into the tips and strategies, let's first take a moment to understand why a content marketing strategy is so important for B2B SaaS businesses.
In the world of B2B marketing, SaaS (Software as a Service) plays a significant role. SaaS companies provide businesses with cloud-based software solutions that help streamline operations, increase productivity, and solve complex challenges. However, with many companies offering similar products and services, standing out from the competition can be challenging. This is where content marketing comes into play.
SaaS has revolutionized the B2B marketing landscape by providing businesses with scalable, cost-effective solutions. With SaaS, businesses no longer need to invest in expensive hardware or software installations. Instead, they can access cloud-based solutions that can be easily customized to suit their unique needs.
By leveraging SaaS, businesses can increase efficiency of their processes, and ultimately drive conversions to stay ahead of the competition. SaaS offers a wide range of benefits, such as improved collaboration, enhanced data security, and seamless integration with existing systems. These advantages make SaaS an attractive option for businesses of all sizes and industries.
However, simply offering a great SaaS product isn't enough. To attract prospective customers and retain existing ones, it's crucial to have a solid content marketing strategy.
Content marketing allows SaaS businesses to establish themselves as thought leaders in their industry. By creating and sharing valuable, informative content, SaaS companies can build trust and credibility with their target audience. Moreover, content marketing helps drive organic traffic to your website, increase brand awareness, and generate leads. By consistently creating and promoting high-quality content, you can attract qualified leads who are more likely to convert into paying customers.
Effective content marketing involves understanding your target audience's pain points and providing them with relevant solutions. By addressing their challenges through your content, you position your SaaS business as a trusted advisor and problem solver.
In addition to building trust and driving traffic, content marketing also plays a crucial role in nurturing leads and guiding them through the buyer's journey. By creating content that aligns with each stage of the customer's decision-making process, you can effectively move them closer to making a purchase.
Likewise, content marketing allows you to showcase the unique features and benefits of your SaaS product. Through detailed product guides, case studies, and success stories, you can demonstrate how your solution solves specific problems and delivers tangible results. You can also foster a sense of community and create brand advocates who will spread the word about your product.
Now that we understand the importance of content marketing in the B2B SaaS space, let's dive into our tips for developing an effective strategy.
The first step in developing an effective B2B SaaS content marketing strategy is to establish clear goals. Without defined objectives, it's challenging to measure the success of your efforts and make necessary adjustments.
When setting your content marketing goals, it's important to consider the overall business objectives you want to achieve. Are you looking to increase brand awareness, generate more leads, or improve customer retention? By aligning your content marketing goals with your broader business goals, you can ensure that your efforts are focused and impactful.
Furthermore, it's crucial to take into account the current state of your content marketing efforts. Are you starting from scratch, or do you already have an existing content strategy in place? Understanding where you are in your content marketing journey can help you set realistic and attainable goals.
Before diving into content creation, it's essential to understand who your target audience is. Who are the decision-makers in your target companies? What challenges do they face? What type of content would resonate with them?
By conducting thorough market research and creating buyer personas, you can gain valuable insights into your target audience's needs, pain points, and preferences. This knowledge will enable you to create content that addresses their specific challenges and provides value.
When identifying your target audience, it's also important to consider the different stages of the buyer's journey. Are you targeting prospects who are just starting their research, or are you focusing on nurturing existing leads? Tailoring your content to each stage of the buyer's journey will help you engage and convert your audience effectively.
Once you have a clear understanding of your target audience, it's time to set measurable objectives for your content marketing efforts. These objectives could include increasing website traffic, boosting lead generation, or improving customer retention rates.
It's essential to set SMART goals - specific, measurable, achievable, relevant, and time-bound. SMART goals provide clarity and direction, helping you stay focused and motivated throughout your content marketing journey.
When setting your objectives, it's important to consider the available resources and budget. Are you working with a small team and limited resources, or do you have a dedicated content marketing department? Aligning your objectives with your resources will ensure that you can execute your strategy effectively.
In addition to setting overall objectives, it's also beneficial to establish key performance indicators (KPIs) to track your progress. These KPIs could include metrics such as website traffic, conversion rates, social media engagement, or email open rates. Regularly monitoring and analyzing these metrics will help you identify areas of improvement and optimize your content marketing efforts.
Now that you have established your goals and identified your target audience, it's time to create high-quality, relevant content that resonates with your audience.
As you know, B2B customers are looking for content that addresses their specific needs and challenges. They want actionable insights and practical solutions to improve their businesses. Therefore, it's crucial to create content that is relevant and provides value to your target audience.
When creating content, put yourself in your audience's shoes and ask yourself, "What information do they need? How can I help them overcome their challenges?" By focusing on relevance, you can ensure that your content resonates with your audience and drives engagement.
Producing high-quality SaaS content requires careful planning and execution. Here are a few tips to help you create content that stands out:
To maximize the reach and impact of your SaaS content, it's essential to leverage search engine optimization (SEO) best practices.
SEO involves optimizing your content and website to improve their visibility in search engine results pages (SERPs). By incorporating relevant keywords, optimizing meta tags, and improving website structure, you can increase organic traffic and reach a broader audience.
When developing your content strategy, consider the following SEO best practices:
In addition to creating great content and optimizing it for search engines, it's essential to leverage social media and email marketing to reach and engage your target audience.
Social media platforms provide an excellent opportunity to connect with your audience, share valuable content, and build brand awareness. By regularly posting relevant content, engaging with your followers, and joining conversations in your industry, you can establish a strong social media presence and attract potential customers.
Email marketing is a powerful tool for nurturing leads and driving conversions. By building an email list and sending targeted, personalized emails to your subscribers, you can stay top-of-mind and encourage them to take the desired actions, whether it's signing up for a free trial, requesting a demo, or making a purchase.
When implementing email marketing for your SaaS business, consider segmenting your audience, personalizing your emails, and providing valuable content and offers that align with their specific needs.
By following these four tips, you can develop an effective B2B SaaS content marketing strategy that helps you achieve your business goals. Remember, consistency, relevancy, and value are key to driving engagement and conversions through your content. Embrace these tips and adapt them to your unique business needs to unlock the full potential of content marketing in the B2B SaaS space.
Return on investment (ROI) gives business certainty within uncertainty. Especially in a highly competitive industry like Software-as-a-Service (SaaS). With tight budgets and aggressive growth targets, it's crucial for SaaS companies to leverage digital marketing strategies to achieve their financial goals. Below, we will explore the power of digital marketing strategies to maximize ROI for SaaS companies.
ROI goes beyond just revenue generated. It takes into account factors such as customer acquisition cost (CAC), lifetime value (LTV) of a customer, and churn rate. By incorporating these metrics, SaaS companies can gain a deeper understanding of the financial impact of their marketing campaigns.
Customer acquisition cost (CAC) refers to the amount of money a SaaS company spends to acquire a new customer. This includes expenses related to marketing campaigns, sales efforts, and any other costs associated with attracting and converting leads into paying customers. By tracking CAC, SaaS companies can determine the effectiveness and efficiency of their customer acquisition strategies.
Lifetime value (LTV) of a customer, on the other hand, measures the total revenue a SaaS company can expect to generate from a customer over the course of their relationship. By calculating LTV, SaaS companies can assess the long-term profitability of their customer base and make informed decisions about resource allocation.
Churn rate is yet another crucial metric in the SaaS industry. It represents the percentage of customers who cancel their subscriptions or stop using the software over a given period. By understanding churn rate and its impact on ROI, SaaS companies can identify areas for improvement and implement strategies to reduce customer churn.
When a SaaS company achieves a high ROI, it means that their marketing efforts are generating more revenue than the costs incurred. This allows them to reinvest the profits back into the business, fueling further growth and expansion. With a strong ROI, SaaS companies can attract investors, secure additional funding, and scale their operations to reach new markets and customers.
Also, we must not forget that a high ROI enables SaaS companies to optimize their marketing strategies by identifying the most effective channels, campaigns, and tactics. By analyzing the ROI of different marketing initiatives, SaaS companies can make data-driven decisions to allocate their budget and resources where they will have the greatest impact.
In the digital age, online marketing has become instrumental in driving success for SaaS companies. With a vast array of digital marketing channels available, SaaS companies have the opportunity to reach their target audience more effectively and at a lower cost compared to traditional marketing methods.
However, simply utilizing digital marketing channels is not enough. SaaS companies must also explore and understand the different strategies and techniques that can be employed within these channels to maximize their impact. Let's take a closer look at some of the key digital marketing channels and their potential benefits for SaaS companies.
Social media marketing is one of the most popular and effective digital marketing channels for SaaS companies. Platforms like Facebook, Twitter, LinkedIn, and Instagram provide an opportunity to engage with the target audience, build brand awareness, and drive website traffic. By creating compelling and shareable content, SaaS companies can leverage the power of social media to reach a wider audience and generate leads.
Search engine optimization (SEO) is another crucial digital marketing channel for SaaS companies. By optimizing their website and content for search engines, SaaS companies can improve their organic search rankings and increase visibility to potential customers. This can result in higher website traffic, more qualified leads, and ultimately, increased sales.
Content marketing is a strategy that involvescreating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. For SaaS companies, content marketing can take the form of blog posts, whitepapers, ebooks, videos, and more. By providing valuable information and insights, SaaS companies can position themselves as industry leaders and build trust with potential customers.
Email marketing remains a powerful digital marketing channel for SaaS companies. By building an email list and sending targeted and personalized messages, SaaS companies can nurture leads, drive engagement, and promote their products or services. Email marketing allows for direct communication with the target audience and can be highly effective in converting leads into paying customers.
Pay-per-click (PPC) advertising is a form of online advertising where advertisers pay a fee each time their ad is clicked. SaaS companies can use PPC advertising platforms like Google Ads to display their ads on search engine results pages, websites, and social media platforms. This allows them to target specific keywords, demographics, and interests, ensuring that their ads are shown to the right audience at the right time.
Now that we understand the importance of ROI and the power of digital marketing in the SaaS industry, let's dive into 3 specific strategies that can help SaaS companies maximize their return on investment.
Search engine optimization (SEO) plays a critical role in increasing the visibility of SaaS companies in search engine results pages (SERPs). By optimizing websites and content for relevant keywords and improving site performance, SaaS companies can attract organic traffic, enhance brand awareness, and ultimately increase their customer base while minimizing customer acquisition costs.
A strong social media presence can significantly contribute to maximizing ROI for SaaS companies. Through targeted social media campaigns, SaaS companies can engage with their target audience, share valuable content, generate leads, and drive conversions. By constantly monitoring social media metrics and adjusting strategies accordingly, SaaS companies can continuously improve their ROI.
Content marketing is a powerful tool for SaaS companies to educate potential customers, highlight the benefits of their solutions, and establish thought leadership. By creating informative blog posts, ebooks, whitepapers, and videos, SaaS companies can attract prospects, build trust, and increase conversions. The key to success in content marketing is to develop a content strategy that aligns with the target audience's pain points and provides valuable insights.
To ensure that your digital marketing strategies are delivering the desired results, it's crucial to measure their success using relevant metrics.
Some key metrics that SaaS companies should track include customer acquisition cost (CAC), customer lifetime value (LTV), conversion rate, churn rate, website traffic, and engagement on social media platforms. By analyzing these metrics regularly, SaaS companies can identify areas for improvement, optimize their strategies, and ultimately maximize their ROI.
There are numerous tools available to help SaaS companies measure the ROI of their digital marketing efforts. Google Analytics, HubSpot, and SEMrush are just a few examples of popular tools that provide in-depth insights into website traffic, conversions, and campaign performance. By leveraging these tools, SaaS companies can make data-driven decisions and continually refine their digital marketing strategies to maximize ROI.
Now you know: digital marketing plays a crucial role in maximizing ROI for SaaS companies. By understanding the importance of ROI, harnessing the power of digital marketing, implementing effective strategies, and measuring the success of their efforts, SaaS companies can optimize their marketing campaigns, attract more customers, and drive sustainable business growth in an unforgivable business environment.
Ruth Even Haim, Co-Founder at StilyoApps, and John Tedesco, CEO at Drip, joined EmberTribe's very own founders to chat about opportunities and challenges facing eCommerce brands, how to use customer feedback to build better SaaS products, and what it takes to be a good leader.
The following interview excerpts from episode two of Founders Forum have been edited for length and clarity. You can download the full transcript here.
In this interview:
Josh: All right. Welcome to our second episode. And this is just a series where we get a chance in a round table format to dive behind the scenes and talk to some founders and executives, and really just help our community of entrepreneurs level up wherever they are. Learn from other's mistakes. Copy people's wins and take it from there. So Ruth, why don't you take it away? I'd love to introduce you first.
Ruth: Nice to meet you all. I am Ruth. I'm the co-founder of StilyoApps. We develop apps for eCommerce in general, mostly for Shopify, and Reconvert currently serves over 30,000 Shopify merchants from all sizes, providing post-purchase upselling and retention tools.
Josh: Fantastic. Thank you for joining us and John over to you.
John: Hi, I'm John Tedesco. I am the CEO of Drip. Super excited to be here. Thanks for having me on. Drip is an email and SMS marketing automation platform serving eCommerce merchants, helping them build their brand and grow their revenue. We've got over 7,000 customers across the globe, 80 employees, and we've generated over a billion dollars in revenue for our customers over the past couple of years.
Josh: Well, we're thrilled to have both of you, on this episode and I figured where we could start is the last year. At the time of this recording, we're looking back on a year of a pandemic, which has been a very interesting time in our space, which we're lucky and fortunate that we've had a lot of success in our space during this time period.
Josh: As you're looking forward, and John we’ll start with you as you're looking forward into 2021. What are some of the challenges, but also some of the opportunities facing direct-to-consumer eCommerce brands as they're trying to grow in scale?
John: Yeah, so I think as you look at 2020, the methodology for the consumer around online purchasing has now been permanently altered for the positive for D2C brands. And I think the greatest indication of that has been kind of, you know, when you see groceries and grocery shopping, which used to be the most tangible hands-on type purchasing now being done with, per service providers, Instacart, et cetera.
When, you know, when you used to have to touch produce, when now that has crossed over to online, then I think the world is open for all services and goods to be transacted online. So, and again, we talk about, you know, 10 years being fast-forwarded over the last year with, COVID. So I think online as being a method or the primary method, actually not shifting from a, from a certain minority purchasing to the method of purchasing has now opened up the playing field.
John: The challenges I would foresee is a lot of noise, a lot of competition, a lot of complexity. And so it's really going to be hard for brands, harder for brands to stand out and differentiate what their unique selling proposition is and to get a cut through the noise and get into the mind share of these consumers who now have a plethora of choices. And so I think the ability of a brand, whether it's brands like Drip or D2C brands themselves to have an authentic and meaningful value proposition, is going to be critical, in general, because that's the core. And then the ability to amplify that through all of the channels possible to get in front of their audience is going to be critical to success.
Josh: Absolutely. Yeah. Ruth, what's your take on this upcoming year’s challenges and opportunities?
Ruth: So I really agree with what John said about basically the fact that eCommerce has grown so much this year creating so much more competition, and this will force brands to focus more on retention and not just on selling and getting new customers in. But actually just making the most out of each customer, each existing one, by creating an actual relationship and just building something that is more than just a store that is selling to customers.
Josh: Definitely. Yeah. I think one thing that we're seeing, you know, on the media buying side is just as these platforms continue to get more expensive and there's more competition. Like there's more opportunity, but there's more competition and these brands need to start looking beyond customer acquisition and they need to be looking at repeat purchase rates and the whole post-purchase experience.
Josh: Reconvert does this in spades, but what are some of the ways that your brands are making use of the tool and how does that kind of impact, I guess their overall unit economics of acquiring new customers?
Ruth: So we see two different roads that stores usually go in. So basically upselling and cross-selling on the thank you page, getting the customer to buy again before they even left the store. And for a lot of people, it sounds like something that is not very realistic. Like most customers would finish the purchase and they already bought, but it's not actually true. A lot of customers are like warm customers when they get to the thank you page. We can see people going from basically a 0% thank you page all the way to a 5% conversion rate for people who are really doing it well. And this just increases the bottom line for a customer that ideally already returned the investment on the ads or however you got into the website.
Josh: Absolutely. Yeah. I mean, I think what you're highlighting and underscoring there is just that you can't ignore these intermediary steps in the funnel; every piece counts to your bottom line and in an increasingly competitive space, you have to make use of things like a thank you page or things like an upsell sequence. So all of those touchpoints matter. And I think we're seeing that even more this year, like you're saying, John, I've been hearing for years, that email is dead, and yet all I'm seeing is more and more email, especially in the eCommerce world. So talk to us a little bit just about maybe those post-purchase sequences, how your customers are using drip to continue engaging with their clients.
John: Yeah. So, email's dead, long live email. I think at a high level here taking a step back a lot of what direct-to-consumer people think about as kind of a channel. But in reality, the power of direct-to-consumer is owning the customer relationship. And in the old days, you'd put the product on a shelf, at the Targets or the Best Buys or the merchant, they own that relationship. The customer came to that store, that brand, and they checked out and they had that data on that customer.
So email and direct ownership, you know, that is that identity. Now that relationship is directly with the brand. And while you may use a channel for paid media acquisition, once you capture that email address, you can start a direct relationship.
John: I think the second piece is we really have to be careful that we don't lose the humanity in the entire process here. Like we should be trying to replicate physical world relationships in a digital world. So when I hear things about sequences and funnels, and this is the challenge of our industry and we have to kind of, you know, cause we're in it all day long and we program it in the platform, we should really be thinking about a relationship we're trying to build with the customer. How would you act in a physical world and then how do I replicate that in a digital world? So, the initial purchase immediately, our customers should be asking, how was that first?
John: You know, how was that initial [experience]? Did it meet your expectations? Because that's really the trajectory for that customer relationship going forward. If it's negative, it's an opportunity to understand and salvage it. If it's positive, now you're starting to build a path in which you can have repeat purchases or have them move towards a loyal customer base. And so when you think about all of that, then you work backward and say, what information do I want to capture digitally to then feedback into my business? The outputs will be greater lifetime value, greater repeat purchasing, shorter CAC, but really think about that relationship because at the end of the day here, if you have a loyal customer base, which will generate, you know, the industry 60 to 80% of your lifetime revenues, that's also the foundation in which you create, um, word of mouth, influencer, marketing, et cetera.
And so for using Drip, what we're helping our brands do is, map out that customer journey in a digital way to help them capture this information and then really put them on a path towards better understanding. And then again, either giving them products, they want recommending products, or if it's a suboptimal experience, how do you capture more data? How do you contact the customer? And that is the information we're just helping them power digitally through the platform.
Josh: That's really good. I love that point just about focusing on relationships and then these tools, either the ones that you're building or that we have available to us in the industry should be amplifying and extending that relationship. And so I think what I'm, what I'm getting at, even from the other end of this is if you have a bad experience, these tools will only amplify about experience. So it's important to get that.
John: You know, when you have another human or you're facing another human, you would act very differently. If you can read the body expression, you can see their face. You know, you can see if they have a return in their arm or not. You know, you're just losing all of those signals. And the key is at the end. I think, you know, we sit in our offices or our home offices and look at screens all day and we forget that there's another human on the other end of the line. And that's why the biggest challenge I think, is in the digital side, is this loss of customer intimacy.
And that's why communities and voices and being embedded, no matter whether you're a service provider, like Ruth or I, or you're the brand itself, you got to remember there's another human at the other end, who cares about, or wants to care about kind of what you're doing. And that's kind of going back to the bright, bright, greater brand positioning, but I think sometimes you would get so lost in the tools. We forget kind of the bigger picture of what we're trying to accomplish.
Josh: Hundred percent. That's great. Let's actually take that angle and flip it on its head. So that's great advice for the DTC brands who need to maybe dig in a little bit more to that qualitative insight from their customer and to get closer to the customer.
Josh: But Ruth, I want to go over to you just as a, as a founder and as like a creator of this product, how have you been able to speak to potential customers? Like let's talk about user research and getting that same insight into your end users of your product. Like, how did you, you know, how did you start with that? How did you get good feedback from those users in the early stage and how that maybe directs your product roadmap?
Ruth: Um, so to be honest, our approach with market research is maybe a little different than a lot of other, um, SaaS brands. We started off, my brother and me, who's my co-founder - we started off being Shopify merchants ourselves, and Reconvert and all of our other products from our personal needs. We built it because we felt like there was something missing that we wanted to create. We also still have, even though we're not merchants ourselves anymore, we still have a lot of friends who we use kind of a small feedback group for any idea that we have.
Ruth: And when it comes to new features in existing products, it's even easier. With our support guys...whenever a customer asks for a feature, they have a list where they actually write down any feature requests and we count them. We see how many times each feature request was made. And then we decide what to work on next, according to how much time it would take to develop and what is the marketability of this feature? Is it something that is going to help us reach new customers? And what is the value this gives to merchants? Is this something that is going to give them so much value that they are going to want to stay with us even longer?
Josh: Yeah. That is highly practical. And I lost you there for a minute. So I want to just make sure I recap that and anybody listening can catch this is that you've really blended a highly, just practical, sensible approach to using the sun product. Does it add value to what I'm doing as a merchant, but then you're also pairing that with a data-driven approach of tickets. So let's actually take a look at this objectively and not fall in love emotionally with a feature set that we think is cool, but let's also hear from the people who are using our products in the trenches and yeah. And be sensible about it that way. So it's a great blend of both like the qualitative, like is this work when I use it, but also the quantitative of how many people are asking for this. It's great. Yeah.
John: To piggyback off that if you have me. Cause I think what's great about Ruth is from when she was a Shopify merchant, she has a deep understanding of the problems her target customers are facing. And so, that proximity is so critical and I think sometimes you can get it.
So I think it's a statement of data, but that qualitative piece, what we do at Drip is, many times we'll adopt a customer, particularly for new employees who have not been in the eCommerce sector and particularly on the product teams and the benefit of seeing the day to day, what they do in the app, but also what their work environment is, their challenges are how much they move through the app and outside of the app.
John: Cause many times it's around business process. That's also going on at, with the marketer or the person using the product is to understand that entire, their day to day will help you build a better product as well. And so that intimacy and not just seeing the output, the exhausts through data and metrics or tickets, but also just realizing when a customer is using your product or platform, what else is going on in their world, whether there are other apps that are up simultaneously, you know, stay in for 10 minutes and then out, or they have two hours. And then of course there's the data and the metrics that also help sort out opinions from fact. So that's always helpful.
Josh: Really tactical follow-up question to that. So besides a ticketing system, are you guys using any sort of tools or processes to track all this and kind of be able to take a high-level view of all these different stakeholders in your case, John, or all these different users in your case, Ruth, are there any kind of practical tools that you guys could recommend to our listeners?
Ruth: Yeah. So for us, we don't have any kind of tool to actually follow up on specific requests. We do use segment and mixed panel, to actually follow up on adoption of new features that we released. Cause we want to understand, okay, so X number of customers ask for that, but how many actually are using that after we released it? And we just make sure to follow up on any kind of usage metrics of these features and the value that they are providing the merchants.
So we don't just release things because they're cool or pretty. We actually give them the value that they are looking to get from the app.
John: And I'm plus one on that we use a mixed panel to get the usage, you know, the qualitative product usage data. And then we combine that we have lots of places in the app where customers can give us, you know, you know, thumbs up, thumbs down and feedback, feedback, NPS type, qualitative feedback. And again, the challenge on all of that, depending on the scope, you’ve got tens of thousands of customers. Because again, when you have, you know, you can have a sea of data, but you don't have necessarily insight. And so that's going to be a challenge for any, um, kind of SaaS leader. Who's looking at that feedback loop? It's almost too much data at times.
Josh: For sure, for sure. I want to switch gears now, to leadership and particularly I'm interested in leadership kind of in this remote era. So John we’ll start with you. You’ve been a leader in a number of SaaS and MarTech organizations over the years. What have you taken with you just from a general leadership principle of growing and scaling a team, but particularly, I guess with this remote flare, like in the last year, what are some things that you picked up to try to keep the culture coherent and consistent and to deliver a good experience to your team?
John: Yeah, so I think one of the principles that I've always appreciated is, around the power of focus as a leader. The tighter the focus, the greater the overall benefits to the business. There's a saying for startups...most of them will fail due to indigestion, not starvation. Over time I've seen that focus allows a greater excellence or chance of excellence, knowing your target customer more precisely than you do building a product that then meets their pain points.
John: So whether it's the company priorities, our values, our customer messaging that, allows people in a noisy world or a world of distractions or a world of anxiety and mental health, you know, aloneness...I think focus has just been more powerful. So I've appreciated it, you know, through my career, the power of focus.
Josh: Definitely. Yeah. I can say from experience, we've been a distributed team since 2015 and that's one of the challenges that comes up time and time again, is how do we make sure that, or our conversation isn't just transactional, but how do we create that space for people to relate on a human level?
John: I think companies that started that way or have been working in that model for a longer time. When you're meeting in person, there's a lot more inefficiency, I guess. And so when it comes in and like, you know, everyone's distributed, there's been a magnifying glass on what is the purpose of meetings? You know, so that's a great place in which to do it. And so for a lot of companies, they have to undo, how do we communicate? How do we drive outcomes? What's the purpose of us getting together?
And so people just shifted many, you know, bad meeting habits into bad zoom meeting habits, which gets to the fatigue piece, but I've found that companies that have been remote for a long time have built-in better systematic communication methods, better check-ins. And they've been much more time-efficient for the employee and consistent across the entire organization from onboarding to ongoing. I think companies that didn't have that luxury of having remote as a primary mechanism have those inefficiencies just had a magnifying glass in the last year.
Josh: That's a great point. Yeah. And Ruth, I'd love to turn this question to you as well. And with specific reference to, I guess, your military experience, cause I know both you and your brother, you come from a military background. So how, if at all, has that entered into your leadership style?
Ruth: So actually it's funny that you ask that because one thing both of us agree on because of our military experience is that we never want to work with people who don't want to be there because this is something that happens in the military when it's mandatory, people are there and you don't always have a way to motivate them. You can't incentivize them, you can't fire them. You basically have to kind of create motivation out of nowhere. And these can be very difficult and frustrating.
So one of the things we feel very strongly about is that if someone wants to work with us, they will do their job and in the best way possible. And we have a lot of patience for learning processes for human problems.
Ruth: Um, we always tend to say yes, even if it's not the most comfortable thing for the company at the moment, I never want my employees to feel like they are employees first. I always want them to know that we see them as people first.
Josh: I love that because it beats the transactional communication that we've been talking about, but it also just reemphasizes that you're human first and we care about what's going on in your life. So it's prioritized us in the meeting. Let's prioritize this in the agenda. Let's plan on talking about it because it's important. It's important to us. It's important to you.
Josh: I'd love to kind of wrap up and just hear from you. What are some of the podcasts you're listening to, the books that you're reading, the blogs that you frequent? It doesn't have to be super aligned with leadership or entrepreneurship. It could be totally out of the box and just a guilty pleasure that you have, but what are some resources that you could share with our audience and recommend?
Ruth: I really enjoy Y Combinator that you mentioned before. And basically whenever there's something new that I need to learn, another place the businesses is going, that I feel like I don't know enough about, I search on YouTube and I just listen to other founders talk about it. That's the main resource I use for mindset and for basically the new ideas on where to take the business and how to go at and how to manage it.
John: Yeah, I'll add...I think there are lots of, you know, business podcasts. TheSaaSter is one for sure. Seeking Wisdom With David Cancel out of drift is another one. So I think there's, lots of those, but I think the most exciting ones are... a lot of the ones there's like how, as a founder, you're really a leader as you talked about it. And so what is leadership? How do you become a better leader?
And I think to some of Ruth's points around, being a whole leader, the whole self, and being in tune, the stronger you are mentally and understand who you are emotionally, the better you're going to be a leader, which means the better you're going to lead others and your company is going to be successful.
John: So I think, um, podcasts like The Reboot from Jerry Colonna. He is a former VC, but he talks about the whole self as a leader as is really going to be helpful for founders as they go on that journey to understand who they are and realize also that they are human in this process because many times there's the perception of what a founder has to be and in defeat and tireless, always be positive and all that stuff, but in reality, they're human too.
John: Sometimes the best ideas are orthogonal. They're not direct, you know, it's the intersection of ideas and creativity that occurs there.
Josh: Yeah. Brilliant answers from both of you, you know, Ruth from your part, just being able to listen to other peers, just leveraging YouTube for the resource. It is the second-largest search engine in the world and maybe not over-indexing on thought leaders, but also listening from people who are in the trenches and just talking about it openly.
And then your point about getting outside of the echo chamber of business books or business podcasts, and borrowing ideas from other industries or other disciplines can be incredibly effective.
Josh: I want to thank you both for joining us and we'll have plenty of notes here in the show notes for where they can find both of your tools. I hope that people can reach out and keep the conversation going. But thank you both for your time today.
Product-led growth (PLG) is a business strategy where the product itself serves as the primary driver of customer acquisition, activation, retention, and expansion. Instead of relying on sales teams or marketing campaigns to push prospects through a funnel, PLG companies let users experience the product first and convert themselves.
The model is not new, but it has become the dominant growth strategy for some of the fastest-growing software companies in the world. Slack, Dropbox, Zoom, Figma, and Notion all grew to billions in valuation by putting the product at the center of their go-to-market strategy.
For growth marketers, understanding PLG is essential because it fundamentally changes how you think about acquisition channels, conversion metrics, and the relationship between marketing and product.
Traditional sales-led growth follows a linear path: marketing generates leads, sales qualifies and closes them, and then customers begin using the product. In a PLG model, the sequence is inverted. Users start using the product first, often through a free trial or freemium tier, and commercial conversations happen after value has been demonstrated.
1. Acquisition Through the Product
In a PLG model, the product itself generates new users through built-in viral loops, referral mechanisms, and organic word-of-mouth. When a user shares a Figma design file with a colleague, that colleague becomes a new user. When a Slack workspace grows, every new team member becomes an active user without any marketing intervention.
This self-serve acquisition model dramatically reduces customer acquisition cost (CAC) because the product is doing work that would otherwise require paid advertising, content marketing, or outbound sales.
2. Activation and the "Aha Moment"
The most critical metric in any PLG strategy is time-to-value. How quickly can a new user experience the core benefit of your product? The best PLG companies obsess over removing friction from this path.
Activation rate, the percentage of new signups who reach a meaningful first action, is often the single most important metric for PLG companies. It directly correlates with long-term retention and willingness to pay.
Common activation benchmarks:
3. Expansion and Revenue Growth
PLG companies grow revenue primarily through expansion, not by acquiring new logos. Once a user is active and deriving value, the product naturally creates opportunities to upgrade:
This expansion motion is why PLG companies often have net revenue retention rates above 120%, meaning existing customers generate 20% more revenue year over year even before accounting for new customer acquisition.
PLG is not a universal solution. It works exceptionally well in specific conditions and poorly in others.
Many successful companies use a hybrid approach, running PLG for small and mid-market customers while maintaining a sales-led motion for enterprise deals. This is sometimes called a "product-led sales" model.
If you are considering a product-led growth strategy, the transition requires changes across product, marketing, and sales functions.
The foundation of PLG is giving users meaningful access to your product without requiring a purchase commitment. You have three primary models:
The key decision is how much value to give away for free. Too little and users never reach the activation moment. Too much and there is no reason to upgrade. The best PLG companies find the precise boundary where free users get enough value to stay engaged but need premium features to get maximum benefit.
You cannot optimize what you do not measure. PLG requires granular product analytics to understand how users move from signup to activation. Track:
Tools like Mixpanel, Amplitude, and Heap are purpose-built for this kind of product analytics. The data they provide becomes the foundation for optimizing your funnel and improving conversion at every stage.
Sustainable PLG growth comes from loops, not funnels. A growth loop is a mechanism where user activity generates inputs that drive more user acquisition. Common examples:
These loops compound over time, creating exponential growth trajectories that linear marketing campaigns cannot match.
PLG companies typically organize differently than sales-led organizations. Key structural elements include:
If you are running a PLG strategy, these are the metrics that tell you whether it is working:
| Metric | What It Measures | Strong Benchmark |
|---|---|---|
| Activation Rate | % of signups reaching first value moment | 40-60% |
| Free-to-Paid Conversion | % of free users who upgrade | 5-7% |
| Time to Value | How quickly users experience core benefit | Under 5 minutes |
| Net Revenue Retention | Revenue growth from existing customers | 120%+ |
| Viral Coefficient | New users generated per existing user | Above 0.5 |
| Product-Qualified Leads | Free users showing buying intent | Varies by product |
These metrics complement traditional growth marketing KPIs but reflect the product-centric nature of the PLG model.
While PLG originated in SaaS, its principles apply more broadly than most marketers realize. DTC ecommerce brands can adopt PLG thinking by:
The core principle is the same regardless of industry: reduce the barrier to experiencing your product, deliver value quickly, and let satisfied users become your most effective growth channel.
Product-led growth is not a tactic. It is a fundamental shift in how companies acquire and grow customers. The PLG model succeeds because it aligns the interests of the company with the interests of the user: deliver value first, capture revenue second.
For growth marketers, understanding PLG is no longer optional. Even if your organization runs a sales-led motion today, PLG principles around activation, time-to-value, and product-driven acquisition are shaping how every growth team operates. The companies that master this intersection of product and marketing will define the next era of growth.
.svg){kind=icon}