SaaS Marketing Agency
You've validated the product and closed some customers. Now you need a pipeline that doesn't depend entirely on you.
We're a boutique SaaS marketing agency built for early-stage and growth-stage B2B companies that are ready to replace founder-led sales with a repeatable system.
What B2B buyers search
These are the searches. Is your company showing up for any of them?
Where it usually breaks
Most founders we talk to have made at least one attempt at marketing before they call us. It tends to go one of two ways.
The first: the founders do it themselves for longer than they should. One person writes a blog post when they can find the time, runs an ad campaign for a few weeks, then drops it when a customer crisis comes up. The pipeline stays lumpy.
The second: they hire a generalist agency that treats a B2B SaaS company like a local service business. Same SEO playbook, same content topics, tracking that ends at website traffic rather than pipeline stage.
Both failures come from the same gap. The playbook for SaaS isn't the same playbook. The buyer is different, the sales cycle is longer, and the proof of value lives inside the product.
The structural problem
Founder-led sales works until it doesn't. Every deal depends on your time, your network, and your ability to be in the room. The moment you hire or want to step back, the pipeline gets quiet.
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Search your own product category and you'll almost certainly find G2, Capterra and a handful of comparison sites ranked above you. They built pages for the exact searches your buyers use, and your product website probably hasn't.
Getting your own pages to rank for high-intent category searches is the organic side of SaaS marketing. It's where the compounding starts, and it's fixable.
Why SaaS is different
A B2B SaaS purchase isn't a single decision. It's a committee, a trial, a security review, and three rounds of internal alignment. The marketing has to work across all of it.
Trial · Activation · Expansion
The product is the acquisition channel. Marketing's job is to get qualified buyers into a trial and give them a reason to activate. Content and paid acquisition drive sign-ups; onboarding and in-product moments drive conversion.
Awareness · Intent · Pipeline
The product requires a demo and a contract negotiation. Marketing creates enough awareness and intent that the sales team is talking to buyers who already understand the category. The metric is qualified pipeline, not traffic.
Organic · Long-tail · Compounding
B2B buyers research for weeks before they talk to a vendor. An SEO strategy that targets the questions they ask at each stage puts your product in front of them before your competitors do, at a cost that doesn't reset each month.
LinkedIn · Google · Retargeting
LinkedIn is where B2B intent concentrates. Google catches buyers mid-research. Retargeting closes the loop on site visitors who didn't convert. Which mix makes sense depends on your ICP and what your sales cycle actually looks like.
Clarity before channels
Campaigns built against a fuzzy ICP generate noise, not pipeline. Before anything runs, we establish exactly who you're selling to, what they're searching for, and what problem your product solves in their vocabulary, not yours.
Pipeline · Trials · Conversion
Traffic and keyword rankings are leading indicators, not outcomes. We track what moves through the funnel: trial starts, activation milestones, MQL-to-SQL conversion, and trial-to-paid rate, so you always know what each channel is actually worth.
The SaaS marketing playbook differs from service-business marketing in a few important ways: the buyer is usually more than one person, the proof of value lives inside a free trial rather than a testimonial, and the category itself is often what you're competing for in search rather than a single local service area.
That said, the discipline is the same. Clear ICP, targeted channels, honest tracking, and compounding content that earns trust before the first sales conversation. That's what we've built across a hundred-plus client engagements, and it applies here too.
The engagement
No proprietary frameworks, no three-letter growth acronyms. Here's what a SaaS marketing agency engagement with us actually looks like.
We start by establishing who you're actually selling to: job title, company size, the problem they know they have, and the words they use to search for it. Then we audit your current funnel, content, and paid channels against that ICP to find what's working and what's generating noise.
Your website needs pages that rank for the searches your buyers run mid-evaluation. We build the content architecture, the keyword strategy, and the landing pages that put your product in those searches organically. This is the work that compounds, and it starts with your search foundation.
We run paid campaigns on the channels where your ICP actually spends time: LinkedIn for job-title targeting, Google for category and intent searches, and retargeting across both to stay in front of buyers who visited but didn't convert. Paid and organic run together; neither is a substitute for the other.
We track from first touch through to trial start, activation, and conversion so you know exactly which channels generate paying customers rather than website visitors who never convert. Every report is in plain language, tied to the numbers that matter to your business.
Most SaaS marketing agencies stop at campaign delivery. We don't, because campaigns disconnected from the funnel are the main reason marketing spend feels like a cost rather than an investment. Knowing what converts is the job.
SEO is usually where SaaS marketing starts, because category-intent searches compound over time at a cost that doesn't reset each month. If your pipeline needs to move faster than that, paid acquisition covers the gap while organic builds underneath it.
The SaaS difference
Most generalist agencies apply the same playbook across every client. The SaaS context breaks several of those assumptions in ways that matter.
B2B SaaS buyers aren't looking for a local vendor. They're evaluating a category, often running parallel trials with two or three competitors, and making a decision that involves procurement, security, and multiple stakeholders. The marketing has to work across every stage of that process, from first awareness through to security review and final sign-off.
Generalist playbook
SaaS-specific approach
The starting point
Across more than a hundred client engagements and over two decades of combined work since 2014, we've run SaaS demand gen, content, and paid acquisition for B2B platforms at the early and growth stages. Lunova itself is young, so we don't have the agency case studies yet, and we're not going to borrow someone else's.
Instead, every engagement starts with a Growth Audit of your current state: where your pipeline is coming from, what your organic presence looks like, what your paid channels are actually returning, and where qualified buyers are getting lost in the funnel. The findings are yours at no cost, with nothing to sign.
You'll get it without sitting through a sales call. If you'd like to talk the findings through afterwards, we're happy to. If not, it's yours to keep.
Fit
This saves time on both sides, so here it is plainly.
You're pre-product or pre-revenue. Marketing before product-market fit generates data you can't act on. Get your first ten paying customers through direct outreach, understand why they bought, then call us.
You need a ten-person agency team. We're a boutique operation and that's by design. If you're Series B or beyond and need a full-scale in-house replacement, there are agencies built for that. We're not one of them.
You want enterprise brand campaigns. We work on pipeline-generating marketing, not awareness campaigns measured in share-of-voice. Different kind of work, different kind of agency, different budget shape.
You want guaranteed pipeline numbers. Anyone willing to put a specific MQL count in a contract before seeing your funnel is guessing. We'll give you a forecast and the reasoning behind it, not a number we can't stand behind.
When we are the right choice
Deals are coming in through your network, warm intros, and the occasional inbound that found you by accident. It works, and you know it won't scale. The moment you step back from the sales motion, the pipeline gets quiet.
You've probably tried to fix it: a content push that stalled, a paid campaign that ran for a quarter and got paused, a hire that didn't pan out. Nothing has produced a system that works without you in the middle of it.
That's the situation this page is built for. Early-stage or growth-stage B2B, with a product that has real customers and a founding team that's ready to hand off the marketing motion to a SaaS marketing agency that's done this before.
Coverage
Three packages, described by where your company actually is. Starting prices are below; the exact mix comes from the audit, because an early-stage team of three and a growth-stage company with a sales team aren't the same engagement. Full details live on our packages page.
Just getting started with real marketing
Starting at$2,200/ month
For early-stage companies that need a foundation before anything else scales. ICP clarity, organic presence, and the tracking to know what's working.
4–6 organic content assets monthly
Ready for a repeatable pipeline
Starting at$4,500/ month
For growth-stage companies that want demand gen and paid running alongside organic, with full attribution across the funnel.
8–10 organic content assets monthly
Everything in Essentials, plus
A full marketing function without hiring
Starting at$7,500/ month
For companies that would otherwise be recruiting a head of marketing. Every channel under one retainer, with the attribution to justify every line item.
12–16 organic content assets monthly
Everything above, plus
Reporting
Rankings and impressions included. Plus trial starts, activation rate, and what each channel is actually costing you per conversion.
Ad spend
Sits outside the retainer in every case. We'll recommend what we think it should be, and it goes straight to the platform.
No lock-in
We suggest three months so the work can compound. That's advice, not a clause. Leave whenever it stops earning its keep.
Looking for SEO and local search for a service-based business instead? Our local SEO work covers the same rigour for a different buyer.
See local SEO servicesQuestions
The purchase cycle is longer, the buyer is usually a committee rather than one person, and the product itself is often the best proof of value. That changes what content you produce, what paid channels convert, and what you track. Traffic and impressions tell you almost nothing in B2B SaaS. Pipeline stage and trial-to-paid conversion rate tell you a lot.
Both. The motion differs quite a lot, and it changes how we approach content and paid acquisition. A PLG company needs content that accelerates activation and gets the product into more hands. A sales-led company needs demand gen that puts qualified buyers in front of the sales team. We'll establish which one you're running in the first session and build from there.
Early-stage and growth-stage B2B companies. That means you've validated the product, you have some paying customers, and you're ready to build a repeatable pipeline rather than relying entirely on founder-led sales. If you're Series B or beyond and need a team of fifteen, we're not that agency, and we'll say so upfront.
No, and any agency willing to promise a pipeline number before seeing your ICP, your current funnel, and your existing content is guessing. What we will do is give you a forecast, the assumptions behind it, and honest reporting against it every month. You'll always know exactly what's working and what isn't.
There's no lock-in period and no minimum term. We do recommend staying at least three months, because demand gen and SEO compound over time and the first month is largely foundation work that hasn't surfaced in the pipeline yet. That's advice rather than a clause. If a month passes and you don't think we earned it, you can cancel.
The same two people you speak with. We're a boutique agency, so there's no account manager layer sitting between you and the work itself. If that ever changes, you'll hear it from us before it does.
Yes. Paid acquisition is part of what we run for SaaS clients who need results before organic compounds. We manage campaigns on Google, LinkedIn, and Meta depending on where your ICP actually spends time. Ad spend sits outside the retainer and goes straight to the platform.
Packages start at $2,200 per month. The exact scope and final quote are confirmed after the audit, because an early-stage company with a two-person founding team and a growth-stage company with a sales team aren't the same engagement. Full details are on our packages page.
Keep reading
Worth reading before you hire anybody, including us. These go deeper on the pieces above and on what to ask a provider before you commit.
The next step
Most founding teams don't have a clear picture of what's driving their best customers or what's getting in the way of the next ones. The Growth Audit gives you that picture, free, in a few days.
