B2B SaaS
-71%
Cost per demo
Cost per demo, from $620 to $180 with Meta.
Read the case studyB2B software and technology
Marketing for B2B software and technology companies.
B2B software is sold to a committee, over months, by a person. We build the demo funnel, run search and social against the personas who actually buy, and feed closed stages from the CRM back to the platforms so the account optimizes toward customers, not form fills.
One published result: a 71% lower cost per demo for a B2B SaaS company.
What we do
What we do for B2B software and technology companies.
Search on the terms buyers type
High-intent and competitor terms, with a landing page per persona so the page answers the person who clicked.
Google AdsSocial aimed at the buying committee
LinkedIn and Meta prospecting with offline conversions imported, so the platforms learn from real pipeline instead of raw leads.
Paid socialA demo funnel that qualifies
Pages that qualify before the calendar, so the demos your team takes are worth taking.
Funnel designPipeline fed back to the platforms
CRM stages imported as conversions, so budget moves toward the channels that close, not the ones that fill forms.
Conversion trackingA site that explains the product
Pages per industry and per role, written for the people who evaluate and the people who sign.
Website designNurture for the long cycle
Email sequences matched to the sales stages, so nobody goes quiet between the demo and the decision.
Email marketing
Reporting
What we measure.
Cost per demo
By channel and persona, not blended across the account.
Pipeline created
Opportunities sourced by channel, read from the CRM.
Demo-to-customer rate
Which channels produce demos that actually close.
Payback on ad spend
How long the customers from each channel take to pay back their cost.
Results from B2B software and technology.
Questions
Questions about marketing for b2b software and technology.
How is B2B software marketing different from other programs?
The sale happens months after the click, to a committee, and the cheapest leads are usually the worst ones. We optimize toward qualified pipeline and closed stages, and we say no to volume metrics that make the dashboard look good while the CRM starves.
Can you work with our CRM?
Yes. We import stages from the tools you already run as conversions, so the ad accounts optimize toward real pipeline. If the CRM is not ready for that, we start with the fastest reliable signal and improve from there.
Do you replace our sales team's outreach?
No. We fill the top of the funnel with demos worth taking and make sure the source of every demo is known. Your team closes; we keep the calendar full of the right meetings.
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- Retail and consumer goods
- Restaurants and franchises
- Financial services and bookkeeping
- Legal and professional services
- Home and local services
- Travel and hospitality
- Events and entertainment
- Education and online courses
- Non-profits and public agencies
- Political campaigns and ballot measures
- PACs and independent expenditure committees
- Messaging coalitions and issue advocacy
- All industries
Platforms and tools
Platforms we run every day.
Advertising, analytics, commerce, CRM, web, streaming and AI tools across all of Position One's work.
Google Ads
Meta Business
YouTube
Microsoft Advertising
Amazon Ads
X Ads
Reddit Ads
Snapchat Ads
Facebook
Instagram
Google Display & Video 360
Google Marketing Platform
Google Search Console
Google Maps
Google Business Profile
Apple Maps
Semrush
Ahrefs
Google Analytics 4
Google Tag Manager
Looker Studio
Hotjar
Shopify
HubSpot
Salesforce
Webflow
WordPress
Netflix
Hulu
YouTube TV
Prime Video
HBO
Max
Paramount+
Peacock
Apple TV+
Disney+
Roku
Tubi
Fubo
Samsung TV Plus
Plex
OpenAI
Claude
Anthropic
Grok
xAI
Adobe
Adobe Photoshop
Microsoft PowerPoint
Canva- Microsoft
Apple
Platform inclusion does not imply partnership or certification.
Talk with Position One
Schedule a discovery call.
Thirty minutes, on video or in person. Tell us about your business or campaign, what you need and when you need it. You leave with a clear next step, a scoped proposal, or a straight answer that we are not the right fit.
- Your goal, and where you are starting from.
- Which of our services fit, and which do not.
- The next step, and what we need from you to scope it.