Overview
Managed a two-year digital advertising programme for a B2B SaaS vendor, covering search engine marketing, content marketing and PR outreach across target verticals. Delivered structured media planning, keyword architecture, content distribution strategy, and an attribution framework connecting channel investment to product trials, demo requests and sales pipeline.
Who This Is For
B2B SaaS vendors, enterprise software companies, or technology platforms with 50-500 employees investing in paid digital channels to drive product trials, demos, and pipeline. Typically spending on search, content syndication, and LinkedIn but lacking a structured media planning approach or clear attribution.
The Challenge
The SaaS vendor is investing in digital advertising but the results are difficult to attribute to pipeline or revenue. Campaigns are managed reactively, optimised on platform metrics rather than commercial outcomes. Content produced for campaigns is not connected to the sales funnel. Sales and marketing are not aligned on what constitutes a qualified lead from digital channels.
What We Propose
Media Audit & Planning - Assessment of current channel mix and performance data followed by a structured media plan connecting budget to pipeline targets. Search Engine Marketing - Keyword strategy, campaign architecture, ad copy, and landing page alignment designed to convert high-intent buyers. LinkedIn B2B Campaign Strategy - Audience segmentation, creative strategy, and campaign structure for LinkedIn reaching decision-makers in target accounts. Content Syndication & Distribution - Content marketing programme distributing thought leadership through owned, paid, and earned channels. Attribution & Optimisation - Measurement framework connecting channel investment to trial, demo, and pipeline outcomes.
Why It Matters
Pipeline attribution - Digital spend connected to commercial outcomes - demos, trials, and closed revenue. Channel efficiency - Media plan that concentrates investment where it generates qualified pipeline. Sales alignment - Content and campaigns designed around the buyer decision journey.
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