We've worked with vertical SaaS, dev tools, and B2B platforms building real pipeline against real ICPs. We know how technical buyers actually evaluate. We know what their procurement team needs to see. And we know that "thought leadership" doesn't pay the AWS bill.
Most agencies running B2B SaaS marketing learned their playbook in 2019. The CAC payback math has changed. The buyer has changed. The channels have changed. The agencies running 2019 plays in 2026 are why your CAC is broken.
"We help everyone manage workflows." "Built for any team." Generic positioning means generic CAC. Most struggling SaaS companies have an ICP problem disguised as a marketing problem. We start with cohort analysis: which customers actually retain, expand, and refer. Then we market to that ICP exclusively.
Your CTO buyer is going to read your docs, watch a demo, and check Reddit before they ever talk to sales. Light content gets light pipeline. We write the technical depth your buyer expects — architecture diagrams, real benchmarks, integration walkthroughs — not the AI-generated "10 tips" your competitors are publishing.
Boards used to fund 24-month CAC payback. Most won't anymore. You need 12–18 months — and that means tighter targeting, faster sales cycles, and more efficient channels. Most agencies still optimize for vanity metrics (MQLs, demo requests). We optimize for what your CFO actually cares about: paid pipeline-to-revenue and CAC payback.
Five people influence the deal. The economic buyer never clicked an ad. The champion read three blog posts six months ago. Last-click attribution is fiction in B2B SaaS. We build multi-touch models that account for committees, dark social, and the long path from awareness to closed-won.
The same Get Found / Get Leads / Get Content engine — tuned for how technical buyers actually evaluate, compare, and choose B2B software.
B2B SaaS isn't a vertical — it's a delivery model. The marketing playbook differs wildly between dev tools and HR tech. Here's where we have repeatable plays and the receipts to back them up.
Industry-specific platforms (legal, healthcare, real estate). Niche ICPs, content authority plays, association marketing.
Bottom-up adoption motions. Documentation SEO, GitHub-adjacent presence, technical content depth.
Long sales cycles, technical buyers, procurement gauntlets. ABM-led with deep enablement assets.
B2B financial software. Compliance-aware copy, partnership-driven, vertical-specific positioning.
HRIS, ATS, performance, L&D. Brand-first, decision-committee marketing, RFP enablement.
Marketing & sales platforms. Practitioner-led content, integration-first positioning, community marketing.
EHR, RCM, patient engagement. Compliance-aware (HIPAA), long sales cycles, association presence.
Bottom-up motions. Free-to-paid conversion optimization, community-led growth, expansion plays.
Your buyer is a technical decision-maker. They've spent two decades developing a finely-tuned bullshit detector. The "10 reasons every CTO needs an AI strategy" content is making your brand worse, not better.
We write technical content with real depth — architecture explanations, integration tradeoffs, honest limitations, real benchmark data. We won't ship copy that overpromises or hand-waves. We won't write "leverage synergies" or "transform paradigms." Your buyer can smell it. So can we.
In B2B SaaS, your worst content is your competitor's lead magnet.
Bob Clary / Founder, Purple Frog
30 minutes. We'll review your current motion — paid spend, conversion rates, CAC payback math, content depth, attribution setup — and tell you straight where the leaks are.