B2B Technology & SaaS marketing
Pipeline From The Accounts That Move Your Number
For software vendors, IT services firms and technology companies selling six-figure deals to buying committees — measured in qualified pipeline, deal velocity and expansion revenue.
Who this is for
Built For B2B Technology & SaaS
B2B software vendors, SaaS platforms, IT and managed service providers, systems integrators and technology consultancies — companies whose deals take months, involve six to ten people, and are worth chasing by name rather than by volume.
Software & SaaS
Platform and subscription vendors selling into mid-market and enterprise, where the deal is a committee decision and renewal is the second sale.
IT services & MSPs
Managed services, systems integrators and technology consultancies — long relationships, high switching costs, and an incumbent to displace on almost every deal.
Technical products
Hardware, industrial software and technical services where the buyer needs to understand the thing before they can approve it.
Sound familiar?
The Problems We Get Hired To Kill
A pipeline full of MQLs that sales refuses to touch
Deals stuck for months because only one champion is engaged
Renewals and expansion left to whoever remembers to ask
Why B2B is different
One Form Fill Is Not A Buying Decision
Consumer marketing and most local-business marketing work because one person decides and acts. B2B technology does not work that way. A serious purchase is evaluated by a committee — the person who signs, the person who wants it, the people who have to run it, the people who have to live with it, and at least one person whose position is that the current system is fine.
Each of them is answering a different question, and only one of them is likely to ever fill in a form. Marketing that speaks only to that one person leaves the deal single-threaded — which is why it stalls the moment your champion goes quiet, changes role or gets overruled.
Sound familiar?
If Any Of This Is True, You Are Not Alone
“Our pipeline is full of MQLs sales will not touch.”
Volume targets met, revenue targets missed. The unit of measurement does not match how the product is actually bought.
“We cannot see which accounts are in-market.”
Most evaluation happens anonymously. Without account-level signal, the quarter's spend is a guess.
“The deal has one champion and no one else.”
Single-threaded enterprise deals stall the moment that person goes quiet or is overruled.
“Expansion is whoever remembers to ask at renewal.”
Net revenue retention is the cheapest growth available and it is being left to chance.
“I cannot defend the plan to the board.”
“Why these accounts, why this spend” needs an answer that is not a channel dashboard.
“Our category is crowded and we sound like everyone in it.”
When five vendors claim the same three benefits, the shortlist gets decided on price.
The system
How The System Works For You
Name the accounts before spending a dollar
ICP, account scoring and a tiered target list agreed with sales — so budget goes at companies that can actually buy at your deal size.
Market to the committee, not the form-filler
Economic buyer, champion, technical evaluator and the blocker each get content built for the question they personally have to answer.
Run the plays where that committee actually is
Paid search on problem-aware terms, LinkedIn against the named list, sequenced email, and video that makes a complex product make sense in ninety seconds.
Hand sales warm, multi-threaded accounts
Engagement context lands in the CRM with the account — so the first call opens mid-conversation instead of cold.
Report pipeline and velocity, not lead counts
Account coverage, committee depth, pipeline created and influenced, stage-to-stage velocity, win rate and expansion — the numbers a board asks about.
Our methodology
The Account Engine
Every account-based programme we run moves through the same six stages, in the same order. It is the reason two different clients get the same rigour rather than whatever their strategist happened to prefer.
01 · Objective
The number the programme is judged on, the motion that gets there, and who owns each part. Agreed with sales and finance before anything is built.
02 · ICP
Firmographic, technographic and behavioural definition of accounts that can buy at your size and expand afterwards — not everyone who could theoretically use the product.
03 · Target accounts
A finite target account list, tiered 1:1 / 1:few / 1:many by what each account is worth, scored for fit and signed off by sales.
04 · Value proposition
What changes for the economic buyer, the champion, the technical evaluator and the blocker — each answered separately, because they are asking different questions.
05 · Playbooks
The channels, content and sequences that run against each tier, with entry and exit criteria so a play either earns its place or stops.
06 · Delivery & measurement
Account coverage, buying-committee reach, pipeline created and influenced, velocity and win rate — reported with the attribution window stated.
The channels
What Actually Works For Technical Products
Account-based programs
When you can name the companies worth winningTiered target lists, buying-committee mapping and one-to-one, one-to-few and one-to-many plays run against them. This is the core motion for enterprise deals. See our ABM services →
Go-to-market strategy
Launching, entering a segment or repositioningICP and segmentation, positioning against the incumbent and the status quo, pricing and packaging input, channel plan and a costed 90-day launch. See our GTM consulting →
Problem-aware paid search
Capturing the small share already lookingIn technical categories most buyers search the problem, not your product name. We build around problem and alternative-to terms, plus competitor and category coverage, with conversion tracking that follows an opportunity all the way to closed-won. See our Google Ads services →
LinkedIn against the named list
Reaching the committee, not an audiencePaid targeting matched to the account list rather than a job-title guess, so budget reaches the companies you chose — and the roles inside them that have to agree. See our LinkedIn Ads services →
Video that makes complexity land
When the product needs explaining before it can be approvedOur crew films founders, engineers and customers: product explainers, implementation walkthroughs and customer stories. A champion cannot sell your product internally if they cannot explain it — video is what they forward.
CRM, tracking and attribution
So none of the above is guessworkAccount-level tracking wired into your CRM: engagement recorded against the account, stages that reflect a committee sale, and reporting that ties spend to pipeline with the attribution window named.
Measurement
The Numbers We Report
What we hold ourselves to
- Account coverage — how much of the target list is engaged at all
- Committee depth — contacts reached per account, by role
- Pipeline created and influenced, in dollars, across the named list
- Deal velocity — stage-to-stage time against your own baseline
- Average deal size and win rate on targeted accounts
- Expansion revenue — share of wallet inside existing customers
What we won't pass off as progress
- MQL counts with no fit criteria behind them
- Impressions and reach presented as demand
- Content downloads from people who will never buy
- Platform-reported numbers summed across channels and called revenue
- Any dashboard without the attribution window stated on it
Long sales cycles make it easy to hide behind activity metrics for two quarters. We would rather show you a slow, real number.
Straight answer
Where We Stand Today
Being straight with you: our published client work is Ontario trades, retail, restaurants and e-commerce — not software. What we bring to a B2B technology engagement is the account-based and go-to-market discipline described on this page, an in-house production crew, and paid media run against pipeline rather than clicks. If you need an agency that can point to ten SaaS logos today, that is a fair reason to pick someone else. If you would rather see the plan first, book the call — you leave with it either way.
Straight answers
B2B Technology & SaaS Marketing FAQ
The questions technology teams ask before bringing in an agency — including the one about whether we have done this before.
Do you have experience marketing software companies?
Our published client work is in trades, retail, hospitality and e-commerce across Ontario — we are not going to claim a SaaS portfolio we haven't published. What transfers is the discipline: named-account targeting, buying-committee messaging, in-house video that explains complex things simply, and paid media measured against pipeline. On the call we will tell you honestly whether your situation needs a specialist we can't be.
How is this different from what you do for local businesses?
Completely different unit of work. A trades client wants booked jobs this week from people ready to buy now. A B2B technology client wants a named list of companies moving through a months-long committee decision. Same crew and the same refusal to fabricate numbers, but the targeting, the content, the sales integration and the entire measurement model change.
We already have an SDR team. Where does marketing fit?
In front of them and around them. Marketing's job in an account-based motion is to make sure that when an SDR calls, the company already recognises the name and the problem you solve — and that the other five people on the committee are being reached at the same time. It also means the account, not the individual lead, is what both teams work from.
What is a realistic timeline?
Engagement signals in roughly 4 to 8 weeks — accounts moving from cold to active, more committee members reached. Pipeline follows your existing sales cycle, so if your deals take six months, that is when revenue shows up. Anyone promising closed enterprise deals in the first month is selling you lead generation with a different label.
Do you work with companies outside Ontario?
Yes. The local-market work is Ontario-based because trades and storefronts are geographic. B2B technology is not — account lists are built on fit, not postal code. Our crew has filmed on productions in Aruba, Washington DC, Tampa and Thunder Bay, so on-site production outside the region is normal for us.
What does it cost?
Scoped to the work, quoted plainly before anything starts. There is no package tier and no public price list — the number depends on how many accounts, how many tiers, how much content production and whether we are building the strategy, running it, or both.
Book A B2B Growth Call
Bring your target account list, your average deal size and your sales cycle. You'll leave with a written view of what to run first — hire us or not.
You'll talk to Cruz or Keegan — not a sales rep. Leave your strategy call with a written growth plan — yours to keep, hire us or not.