B2B and SaaS
B2B and SaaS marketing that builds pipeline
A software purchase involves a user who finds you, a manager who compares, a finance lead who signs and an IT lead who can say no. Most of it happens before any form. We work on the buying group and count what reaches the pipeline.
How business software gets bought
Buyers do most of their research alone: search, review sites, peers, and more and more an AI assistant asked “which CRM handles WhatsApp leads?”. By the time they talk to sales they often have a shortlist of three. If you are not on it, your best salesperson never gets the call. Being named in those answers is the work of ChatGPT optimization.
The cycle runs from a few weeks for a small team tool to many months for a large contract, with a security review and procurement at the end. Every stage loses deals that marketing paid to start.
Ask “how did you hear about us?” on the demo form. Podcasts, communities and word of mouth never show up in click data, and they sometimes start the largest deals.
What we set up for a B2B or SaaS company
Pages buyers look for
Use case pages, integration pages, pricing explained, and honest comparison and alternative pages. Buyers search for exactly these, and assistants quote them.
Demo booking that qualifies
Company size, role, use case and timing before the calendar, with the contact saved first. The CRM assigns each demo to the next account executive.
LinkedIn for the buying group
LinkedIn ads aimed at job titles and company lists, carrying proof and useful content to the people who never fill in a form.
Account-based work for large deals
For a short list of target companies, account-based marketing lines up ads, content and sales outreach on the same accounts.
Outcomes back to the platforms
Qualified leads go back to Meta through the Conversions API with our revenue attribution, and we import offline conversions into Google and LinkedIn, so campaigns learn from pipeline.
From first visit to closed deal
Capture
Demo requests, trials and high-intent sign-ups, each with its source and the answer to “how did you hear about us?”.
Qualify the same day
Fit and intent checked within hours. A demo request that waits until next week has usually booked a competitor’s.
Hand over with context
Sales sees the pages viewed, the questions asked and the company size before the first call.
Follow through
CRM stages up to won or lost, with a reason for every loss.
Feed back
Outcomes return to the ad platforms and into next month’s budget.
What we report to a B2B or SaaS team
Demos booked and held
By source, campaign and segment.
Sales-qualified opportunities
Opportunities your sales team accepts, by source.
Pipeline created
The value of new opportunities by channel and campaign.
Win rate and cycle length
By source, to see which channels bring deals that actually close.
Trial to paid
For self-serve products, by source and by the first actions users take.
Acquisition cost
Marketing and sales cost per new customer, set against first-year revenue.
Traps in B2B marketing
- Counting ebook downloads as leads and handing them to sales
- Gating every piece of content, so buyers learn from your competitors’ free guides
- LinkedIn campaigns optimised for clicks
- Comparison pages that praise only you and convince nobody
- No shared definition of a qualified lead between marketing and sales
- Attribution that credits the last click and ignores the podcast that started the deal
Frequently asked questions
How long before B2B marketing shows results?
Paid search and LinkedIn can bring demos within weeks. Pipeline shows a month or two later, revenue after your sales cycle. SEO and AI visibility take months. We report the early numbers from the start, so you can judge the work before revenue arrives.
Should we gate our content?
Gate little. Buyers research anonymously, and a form in front of every guide pushes them to someone else’s. Keep forms for things with clear intent: a demo, a trial, a quote, a tailored audit.
Do you work with our sales team?
We have to. Shared definitions come first: what a qualified lead is, how fast it is called, how outcomes are recorded. Without them, no marketing report means much. Our revenue operations work sets them up.
Do we have to use your CRM?
No. We work with yours when it is set up well. If leads are scattered across spreadsheets and inboxes, Napexy CRM keeps them in one pipeline with stages, deals and automatic assignment.
Is LinkedIn worth the cost?
For reaching specific job titles in specific companies, it is often the only paid option. Clicks are expensive, so it pays when deals are large and the targeting is tight.
Last updated · By the Napexy team
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