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SaaS marketing agency for B2B software

Turn product interest into better-fit demos and trials.

We plan demo-led and self-serve routes apart and follow both to paying accounts.

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Signups and booked demos start the count. Paying accounts end it.

Our format: the page buyers find sends them two ways, to a demo request or to a trial. A demo counts when it is held and accepted by sales, a trial when it reaches first value, and both end in a paying account, counted apart by route.

Our format, for transaction management software.

What it is

What does a SaaS marketing agency do?

A SaaS marketing agency, sometimes called a software marketing agency, helps a software company reach the business buyers who fit and turn their interest into demos, trials and paying accounts. It plans for how the product is bought, builds the pages and campaigns for that route and agrees with sales and product teams what counts. A good one judges the work by the demos sales accepts and the trials that reach first value, then follows both to paying accounts.

A brokerage needs every deal file checked before closing. Two ways to market the same software:

The click lands on A feature page with a signup box

  1. Search
  2. Feature page
  3. Signup
  4. Paying account

Every signup counted as a win

The click lands on A page for brokerages, with a trial for one agent and a demo for the office

Counted Demos sales accepts and trials that reach first value

  1. Search
  2. Use-case page
  3. Demo or trial
  4. Paying account

Paying accounts

How software gets bought

How B2B software gets bought, and where marketing loses the buyer

Much of the decision happens before anyone talks to sales. Users, a champion, IT, security and finance each check something different. Pick a stage.

Trigger

What they do
A process breaks, a tool is outgrown or a new deadline appears.
Where marketing loses them
Pages list features, not the job that started the search.
What helps
Use-case pages named after that job.

Research

What they do
Category and use-case searches, review sites, AI chatbots and peers.
Where marketing loses them
AI answers and review sites use thin or outdated facts about the product.
What helps
Clear product facts that search engines and AI can quote.

Shortlist

What they do
Comparison and “alternatives” searches cut the field to a few vendors.
Where marketing loses them
Competitors and review sites write the comparison for you.
What helps
Fair comparisons, with criteria buyers can check.

Evaluate

What they do
A demo or a trial, then security, integrations, pricing and terms.
Where marketing loses them
Answers wait for a sales call. Trials end before the first useful result.
What helps
Security, integration and pricing pages, and a trial built around one task.

Buy and expand

What they do
The contract is signed. The account grows only if the team adopts the product.
Where marketing loses them
Reports stop at signups and booked demos, not customers.
What helps
Held demos, first value and paid accounts, by source.

What buyers told G2

51%
of B2B software buyers now start their research with an AI chatbot more often than with Google.
69%
chose a different vendor than they planned because a chatbot recommended it.

Survey of 1,076 B2B software buyers and decision-makers, March 2026. G2 Research, “The Answer Economy”, April 15, 2026.

Demo or trial

Demo-led, self-serve or both: which route fits your product?

The route decides the first page, the next step and what we count. Answer four questions about how your product is bought, and see where your buyers should enter.

Self-serveProduct-led: the trial does the selling

Fits when
One person gets value alone in the first days and pays on a card.
Where buyers enter
A trial built around one first task, with the plan terms on the page.
What we count
Trials that reach first value, then paid plans, by source.
Where we’d usually start
Use-case and comparison pages and search ads for the job, then the trial page.

BothSmall teams try it, larger accounts book a demo

Fits when
A user can start alone, but a company-wide rollout needs a review.
Where buyers enter
A trial and a demo on one site, with a pricing page that shows where self-serve ends.
What we count
Both routes, kept apart, so one never hides the other.
Where we’d usually start
The pricing page and the pages that lead to it.

Demo-ledSales-led: the demo does the selling

Fits when
Several people decide, IT or finance reviews, and a contract follows a call.
Where buyers enter
A demo request that asks what the buyer needs to check.
What we count
Demos held, opportunities sales accepts, then customers.
Where we’d usually start
Security, integration and comparison pages, and search ads for the category.

A worked example

One product, two ways to buy

Transaction management software for real estate: agents try it on one deal, brokerages buy it for every agent after a demo. Switch the route to see what changes, and why.

Our concept product, materials and plan terms, made to show how we work. Not a client.

Demo-led: a brokerage buys for every agent

The operations manager at a 120-agent brokerage needs every deal file checked before closing. Compliance review, MLS and e-signature integrations and per-agent pricing decide it. The broker-owner signs.

  1. 01

    The search ad

    Name the buyer and the job, so the click carries the right expectation.

    BeforeSponsoredReal estate software you’ll loveThe all-in-one platform for modern agents.Book a demo
    AfterSponsoredTransaction management for brokeragesEvery agent’s deal file checked before closing, with a compliance queue for your team.See the brokerage workflow
  2. 02

    The brokerage page

    Show the review the buyer will run, before the call.

    BeforeProduct pageEverything your agents needOne workspace to transform your business.Contact sales
    AfterBrokerage pageCheck every deal file before it closesRequired documents by deal type, a compliance queue, MLS and e-signature sync, and pricing per agent.Book a brokerage demo
  3. 03

    The demo request

    Ask what the buyer needs to check, so the first call starts useful.

    BeforeDemo requestPlease contact meA name and a work email, nothing else.Send
    AfterDemo requestShow us your compliance reviewNumber of agents, your MLS and the documents you check before closing.Book the demo
What you get from us
A demo brief: search terms, ad copy, page content, demo request fields and the tracking plan.
What we report
Which demos were held and accepted by sales, and why sales turned down the rest.

Self-serve: an agent tries it on one deal

An agent wants to run the next deal without long email threads. They try the tool alone, on one real deal, before anyone else at the office hears about it.

  1. 01

    The search ad

    Invite a real test that matches what the agent needs today.

    BeforeSponsoredUnlock your productivityBring all your work together in one place.Get started
    AfterSponsoredRun one deal from offer to closeUpload the contract, track the dates, collect signatures. Free for one deal.Start with one deal
  2. 02

    The trial page

    Put the first task and the plan terms on one page.

    BeforeSignup pageGet started in secondsA workspace with everything you need.Sign up
    AfterTrial pageTry it on your next dealFree for one deal, no card. Plans per agent after that.Upload your contract
  3. 03

    The trial report

    Agree the first-value event with your product team, and keep signup, use and payment apart.

    BeforeWeekly reportNew signupsEvery signup counts as a conversion.
    AfterWeekly reportDid the trial reach first value?The same accounts, from signup to a first deal file sent for signatures to a paid plan, from the counts your product team shares.
What you get from us
A trial brief: search terms, ad copy, trial page content, the first-value event and what your product team should share.
What we report
Where suitable trials stop, by source, and how many reach a paid plan.

Measurement

How we measure SaaS marketing: up to the paying account

Before launch we agree with your sales and product teams what each step means. We judge the work by the step marked below and follow each route apart, to the paying account. Pick a step.

Demo-led

Demo requested

We count
Each demo request once, from forms, chat and calls. A test request at launch follows the whole path: form, inbox, analytics, CRM.
We leave out
Spam, duplicates, job seekers, students and vendors pitching you.
Source
Your analytics and your CRM.

Demo held

We count
Demos that took place with the right person, as your sales team records them.
We leave out
No-shows, second counts of a rescheduled demo, and demos with current customers.
Source
Your CRM or calendar, as sales records it.

Sales-accepted

We count
Opportunities your sales team accepts as a fit, and the cost of each one.
We leave out
Too small, the wrong market or no budget. Sales notes why, so campaigns and pages change.
Source
Your CRM. Where it allows, accepted opportunities go back to Google and LinkedIn, so bidding learns from what sales accepts.

Customer

We count
Signed customers from your CRM, on your sales cycle.
We leave out
Renewals and upgrades of current customers, shown apart from new ones.
Source
Your CRM. Where a long cycle breaks the trail, the report says so.

Self-serve

Trial started

We count
New trials from each source, once per account, not once per user.
We leave out
Your own team, test accounts and competitors, where your product team can mark them.
Source
Your product team’s counts, shared for each report.

First value

We count
Trials that reach the first-value event your product team sets, such as a first deal file sent for signatures.
We leave out
Signups that never reach it. They show where the page or the trial loses people.
Source
Your product team, from its own analytics. We don’t connect to your product analytics or billing.

Paid plan

We count
Trials that become paid plans, by source.
We leave out
Upgrades of accounts that already pay, shown apart.
Source
Your product or finance team, shared for each report.

What you get every month

One report for the work: what we checked, what we changed and why, and what comes next.

Our report format, filled in for the concept product above. The numbers are made up.

Monthly report

October

Demo-led

Demo requests
26
Demos held
19
Accepted by sales
11
Customers from earlier demos
2

Self-serve · counts from your product team

Trials started
140
Reached first value
52
Paid plans
18

Changed

  • Excluded searches for free real estate CRMs and agent jobs
  • New page: compliance review for brokeragesReview on Nov 14
  • Moved budget to “transaction management” searchesYou approved on Oct 9

Found and fixed

The demo form lost the agent count on phones. Fixed on Oct 12, and sales called back the buyers it affected.

Next month

Add the e-signature comparison page, once your team confirms the facts.

Services

What we do for SaaS companies

Start where buyers drop out. Each service has its own page with the scope and the timing.

Get found where buyers research

  • SaaS SEO

    Category, use-case, comparison and pricing pages, judged by trials that activate and demos sales accepts.

    Fits when
    Buyers search for your category or the job your product does.
    First step
    A free search potential map
    SEO for SaaS →

  • AI SEO (GEO & AEO)

    We check what ChatGPT, Gemini and Perplexity say about your product and fix the facts behind it.

    Fits when
    Buyers in your category ask AI which tool to pick.
    First step
    A free map with a first look at AI answers
    AI SEO for software →

  • B2B PPC

    Google Ads and LinkedIn Ads judged by demos sales accepts or trials that become paid plans.

    Fits when
    You know who buys, whether they book a demo or start a trial.
    First step
    A free B2B PPC audit
    SaaS PPC on Google and LinkedIn →

Turn visits into demos and trials

  • Conversion rate optimization

    Tests on the demo request, the trial signup and the pricing page, judged by demos and trials that count.

    Fits when
    Buyers visit, but few book a demo or start a trial.
    First step
    A free review of your path
    Conversion rate optimization →

  • B2B marketing program

    One plan across positioning, search, ads and the site, for software a committee buys.

    Fits when
    You need one plan, not one more channel.
    First step
    A free first look that fits your problem
    B2B marketing agency →

  • Not sure where to start?

    The route check above shows which way your buyers go. The free map shows where the demand is and ends with one recommendation.

    Get a free search potential map →

By industry

Marketing for your kind of software

Who buys, what counts as a good demo or trial and which pages work depend on your industry. Pick yours.

Transaction software for brokerages Both routes

Who buys
Agents try it alone. Brokerages buy it for every agent after a demo.
A good demo or trial
A brokerage demo with the agent count and compliance rules, or a trial that sends a real deal file for signatures.
Who we’d exclude
Homebuyers, renters and agents looking for a brokerage to join.
Pages that do the work
Pages for agents, brokers and operations, MLS and e-signature integrations, pricing per agent.

Both routes, step by step: One product, two ways to buy →

Bookkeeping software for small businesses Both routes

Who buys
Owners sign up on a card. Finance teams with several entities compare tools with their accountant.
A good demo or trial
A trial that reconciles a first month, or a demo with the entities and the current ledger named.
Who we’d exclude
People after a free spreadsheet template, households doing a personal budget, and job seekers.
Pages that do the work
Bookkeeping by type of business, bank and accounting integrations, security and pricing per entity.

Staff scheduling for clinic groups Mostly demo-led

Who buys
Operations at a clinic group, with HR and finance. A single clinic may try it first.
A good demo or trial
A demo with the number of clinics and roles, and the payroll system named.
Who we’d exclude
Patients booking a visit and nurses looking for shifts.
Pages that do the work
Scheduling by type of clinic, payroll and HR integrations, and pricing per location.

Insurance verification for dental practices Mostly demo-led

Who buys
The office manager feels the problem. The practice owner or a group’s operations team signs.
A good demo or trial
A demo with the practice software named and the number of offices.
Who we’d exclude
Patients checking their own coverage, dental assistants looking for jobs, and dental students.
Pages that do the work
Pages by practice software, the insurers covered and pricing per office.

Channel manager for hotels Mostly self-serve

Who buys
Independent hotels start a trial. Hotel groups book a demo with revenue and IT.
A good demo or trial
A trial that connects the booking sites, or a group demo with the property system named.
Who we’d exclude
Travelers looking for a room and hotel staff looking for jobs.
Pages that do the work
Pages by type of property, booking site and property system integrations, and pricing per property.

Team

Two founders, one strategy.

Our SEO and PPC leads run the work day to day. Mike, our co-founder, answers for every SaaS project personally.

  • Mikhail Sezemov MikeHow buyers find you
  • Alex Petrov AlexWhat happens when they do

Every project has a founder on it and a team lead for each service.

  • Dmitry DmitryMarketing & SEO Lead. Plans the use-case, comparison and pricing pages buyers search for before a demo or a trial.
  • Pavel PavelPPC Lead. Runs Google and LinkedIn campaigns and judges them by the demos sales accepts, not by clicks.

If the people on your project change, the page plan, the account history and our notes stay with the project, and so does a founder.

  • 2015founded
  • 100+client projects
  • 15+projects for US companies

Most of our clients come through a recommendation. Meet the team →

Price

How much does a SaaS marketing agency cost?

The map is free. After that you pay for the services you choose, each priced separately. Ad budgets go to Google and LinkedIn from your own accounts.

Free search potential map

$0

Up to 2 business days

  • One product or use case in one market
  • Search demand, who wins it today and whether your site is ready
  • A 20-minute call with Mike or Alex and one recommendation
Get a free map

SaaS SEO

From $X a month

After a one-time strategy from $X

  • 6, 12 or 18 units of work a month
  • Pages for each buying stage, built and measured
  • 10 business days’ notice to stop

B2B PPC

From $X a month + 10% of ad spend

Setup from $X · 12-month contract, cancel with one month’s notice, no exit fee

  • Google Ads and LinkedIn Ads, set up in 10 business days
  • Each lead counted once in your CRM
  • A monthly report and the split reviewed

Conversion rate optimization

From $X

A conversion audit, then fixes and tests at $X a month

  • Your path to a demo or a trial, on desktop and phone
  • Fixes and tests on the pages that lead to it
  • Every result in a monthly report
What moves the price
The number of products, markets and languages, and how many routes you sell through.
Not included
Ad budgets, in-app onboarding and product analytics.
Before any work
If you want to go on after the map, you’ll know the price first.

Questions buyers ask

SaaS marketing FAQ

The short answer comes first. Open any question for the detail.

What does a SaaS marketing agency do?Brings the right buyers to a demo or a trial, then to a paying account.

It helps a software company reach the business buyers who fit and turn product interest into revenue. We work on SEO and AI search, Google and LinkedIn campaigns and the pages that lead to a demo or a trial, and follow the result to held demos, activated trials and paying accounts.

What is B2B SaaS marketing?Marketing software that businesses buy by subscription.

It reaches a buying group rather than one person, explains the product well enough for a sales call or a trial, and is judged by recurring revenue: demos and trials count only when they turn into paying accounts.

Demo-led or product-led: what changes in marketing?The next step, and what you count.

A demo-led plan works on the buying group, the evaluation and sales qualification, and counts held demos and accepted opportunities. A self-serve plan brings people to one clear first task in the trial and counts first value and paid plans. Many products do both, and then we keep the two routes and their numbers apart. The route check on this page shows which fits you.

Which SaaS marketing agency is the best?The one that fits how you sell.

Lists rank agencies by their own criteria. Check any agency, us included, against yours: do they plan demo-led and self-serve differently, measure past signups and booked demos, and tell you who does the work and what you get before a monthly program starts?

How much does a SaaS marketing agency cost?The map is free, then priced by service.

The search potential map is free. SaaS SEO starts at $X a month after a one-time strategy, B2B PPC starts at $X a month plus 10% of ad spend, and a conversion audit starts at $X. Ad budgets are separate. You’ll know the price before any work starts.

How long until we see more demos or trials?Paid search in weeks, SEO in months.

Google and LinkedIn campaigns go live after 10 business days of setup and can bring demo requests within weeks. New pages usually take several months to rank. Paying accounts follow your own sales cycle or trial length, which we measure rather than guess.

Do you connect to our product analytics or billing?No. Your product team shares the counts.

We agree the first-value event with your product team, which owns in-product tracking and onboarding. For each report it shares how many trials from each source reached first value and became paid plans. Demos and opportunities come from your CRM.

Can you guarantee demos or revenue?No.

We don’t promise rankings, a number of demos or revenue. No one can. What we promise is the work: every test has a limit and a review date, and the monthly report shows which demos sales accepted, which trials reached first value, and why the rest didn’t.

Can we start with one service?Yes.

SEO, AI search, paid campaigns or conversion work can each be a complete engagement. If we spot a problem outside the work we agreed, we raise it with you rather than quietly expanding the work.

Insights

Guides before you decide

All insights→

Start with a free map

Do buyers search for what your software does?

Send your site and one product or use case. Within two business days you’ll know how much buyers search for it, who wins that demand today and whether your site is ready to compete.

What happens next
  1. 01Tell us your site, one product or use case and the market.
  2. 02Within two business days you get the map: demand, competitors, site readiness and a first look at AI answers.
  3. 03A 20-minute call with Mike or Alex and one recommendation: SEO, paid search, the site or nothing for now.

We’ll use these details only to prepare your map.

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