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SaaS Demand Generation library
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- HubSaaS demand generationHow SaaS teams create and capture demand: channel mix by ACV band, CPL and pipeline benchmarks, honest attribution, and a forecast your CFO will accept.
- GuideDemand creation vs demand captureThe real difference between creating and capturing demand, how to split budget between them by company stage, and the separate metrics that prove each one works.
- GuideB2B SaaS demand generation strategyA complete demand generation strategy for B2B SaaS: segment selection, offer design, channel mix, routing, honest measurement and quarterly pipeline targets.
- GuideDemand generation for SaaS startupsWhat demand generation looks like before traffic, budget or brand exist: the first three channels, founder led distribution, and the first 50 opportunities.
- PlaybookThe 90 day demand generation planA week by week plan to stand up a demand engine: tracking, offers, two channels, routing and reporting, with the checkpoint targets for each 30 day block.
- PlaybookDemand generation playbooks by ACV bandFour playbooks for sub $5K, $5K to $25K, $25K to $100K and $100K plus ACV, with the channels, payback windows and team shape each band can actually support.
- GuideSaaS demand generation channel strategyHow to choose demand generation channels, sequence them by stage, set a written kill rule for each, and stop running nine channels badly with one team of three.
- GuideDark social for B2B SaaSHow buyers research in Slack groups, Reddit, podcasts and DMs where no tracking reaches, how to show up there, and how to prove it moved pipeline.
- PlaybookReddit demand generation for SaaSWhich subreddits matter for B2B SaaS, how to participate without a ban, when Reddit Ads pay back, and how to track traffic that arrives with no referrer.
- PlaybookLinkedIn demand generation for B2B SaaSFounder posts, thought leader ads, document ads and retargeting: what each costs, realistic LinkedIn CPLs for SaaS, and the offers that actually convert to pipeline.
- PlaybookNewsletter and podcast sponsorships for B2B SaaSHow to buy niche newsletter and podcast placements, what to pay per thousand, the creative that works, and how to measure spend when there is no reliable click path.
- PlaybookWebinar demand generation for B2B SaaSRegistration, attendance and opportunity benchmarks, four webinar formats ranked by pipeline per hour, promotion timelines and the follow up that converts.
- PlaybookSaaS field marketingWhat a field marketing program costs, how to run executive dinners that source pipeline, booth maths that actually works, and how to measure events without flattering them.
- GuideOutbound demand generation for SaaSHow SaaS outbound works under current sender rules: list quality, domain warmup, volume limits, offer design, and the moment outbound beats paid media on cost.
- PlaybookSignal based outbound for SaaSThe buying signals worth acting on, how to score and deduplicate them, and the five day sequence each signal type should trigger, with routing between marketing and SDRs.
- GuideAccount based marketing for SaaSHow SaaS ABM really works: account selection, cost per account by tier, orchestration with sales, and the deal size floor below which the maths stops working.
- PlaybookABM tiering and target account listsBuild a target account list from firmographics and intent, split it across 1:1, 1:few and 1:many tiers, and set the spend, touch plan and exit rule for each tier.
- GuideWhen ABM is a waste of moneyThe deal size, sales capacity and account count thresholds below which SaaS ABM loses money, what to run instead by segment, and how to shut a program down cleanly.
- GuideBuying group marketing for B2B SaaSMap the SaaS buying committee, build champion kits, business cases and security answers, and score whole buying groups instead of scoring single lead records.
- GuideIs the MQL dead?An honest look at why MQL targets distort SaaS pipeline, the three models replacing them, and how to migrate reporting without losing the sales team.
- GuideB2B SaaS marketing attributionFirst touch, last touch, multi touch, self reported and incrementality compared for SaaS, the blind spot in each, and a measurement stack that runs three of them at once.
- GuideSelf reported attribution for B2B SaaSWhere to place the how did you hear about us field, exact wording and answer options, response rates to expect, and how to reconcile answers with your CRM.
- GuideIncrementality testing for B2B SaaSRun geo holdouts, channel pauses and matched market tests at low B2B volume, how long each takes to read, and when a simple mix model beats another tracker.
- GuideDemand generation forecasting modelBuild a marketing pipeline forecast from your own stage conversion rates and sales cycle lag, set coverage ratios by segment, and report a range you can defend.
- GuideSales and marketing alignment for SaaSHow to write a marketing and sales SLA: lead definitions, follow up windows, routing, recycling rules, shared pipeline targets and a review meeting that sticks.
- ListDemand capture channels ranked by paybackBranded search, category PPC, review sites, comparison pages and marketplaces, each with typical cost, payback window and the volume ceiling it runs into.
- ListDemand generation metrics for SaaSThe demand gen metrics that predict revenue (pipeline coverage, cost per opportunity, win rate by source, velocity) and the vanity ones to drop this quarter.
- ListIntent data providers comparedBombora, G2 Buyer Intent, 6sense, Demandbase and site de-anonymisation tools compared on signal source, accuracy, price and what each is genuinely good for.
- ListDemand generation software for B2B SaaSThe demand gen stack by budget tier: CRM, automation, enrichment, ABM, attribution, forms and routing, with real annual costs and what to skip before $5M ARR.
- ListB2B attribution software comparedHubSpot, Dreamdata, Factors, HockeyStack and warehouse native setups compared on data model, price, setup time and the questions none of them can answer.
- ComparisonDemand generation vs lead generationWhat separates demand gen from lead gen in practice: goals, offers, metrics and budget, plus when gated content still earns a place in a SaaS program.
- ComparisonPipeline sourced vs pipeline influencedHow each metric is defined, which belongs in the marketing target, the double counting traps, and what to show a board when the two numbers disagree.
- TemplateDemand generation plan templateA quarterly demand gen plan template with target accounts, channel budgets, offer calendar, pipeline maths and review cadence, in Docs and Sheets formats.
- TemplateSales and marketing SLA templateA fill in SLA covering lead definitions, follow up windows, routing, recycling rules and shared pipeline targets, with example numbers you can edit in place.
- ExampleB2B SaaS demand generation examplesNine programs from companies like Gong, Chili Piper, Lavender and Vanta: what each spent, the channel that carried it, and the result the team reported publicly.
- ExampleGong demand generation teardownA breakdown of Gong's data led content, LinkedIn distribution and brand spend, which parts needed venture money, and which a team of three can copy this quarter.
- ResearchB2B SaaS CPL benchmarks: definitions and comparisonA B2B SaaS cost-per-lead benchmark must state the lead event, qualification threshold and costs included before it can guide spending. Review definitions, sampling choices and common comparison errors.
- DefinitionCategory entry pointUnderstand category entry point in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- DefinitionDark funnelUnderstand dark funnel in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- ResearchDemand generation benchmarks: pipeline and paybackDemand generation should be compared through a coherent set of demand, pipeline and customer economics rather than one universal lead target. Review definitions, sampling choices and common comparison errors.
- CalculatorDemand generation budget allocatorSplit a fixed program budget across demand creation, capture and experimentation while keeping totals consistent. See the formula, change the inputs and save your results.
- ChecklistDemand generation campaign launch checklistConfirm the audience, offer, measurement and sales response before putting a campaign in front of buyers. Work through 10 checks, record evidence and owners, and save an editable copy.
- CalculatorEvent and conference ROI calculatorBooth, travel, swag and staff time against the pipeline a conference actually produces. See the formula, change the inputs and save your results.
- ResearchHow to research B2B SaaS vendor discoveryBuyer discovery research asks how a product entered consideration and what happened before the first tracked contact. This page provides a study protocol, not a claimed proprietary buyer survey. Review definitions, sampling choices and common comparison errors.
- DefinitionIntent dataUnderstand intent data in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- ChecklistMarketing attribution audit checklistCheck whether attribution reports preserve useful evidence without overstating causality. Work through 10 checks, record evidence and owners, and save an editable copy.
- CalculatorMarketing pipeline forecast calculatorTranslate qualified opportunities and observed win rate into expected booked revenue. See the formula, change the inputs and save your results.
- DefinitionMarketing qualified leadUnderstand marketing qualified lead in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- DefinitionPipeline velocityUnderstand pipeline velocity in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- CalculatorSaaS funnel conversion calculatorTraffic to lead to MQL to SQL to opportunity to closed won, with the drop-off at every step. See the formula, change the inputs and save your results.
- DefinitionThe 95-5 ruleUnderstand the 95-5 rule in SaaS marketing: a plain-language definition, a worked example, common mistakes and practical next steps.
- CalculatorWebinar ROI calculatorRegistration to attendance to pipeline, with the cost per opportunity at the end. See the formula, change the inputs and save your results.
- GuideWhen a demand program has no learning budgetThe team cannot explain what a small initial campaign is meant to teach. Diagnose the cause, choose a bounded correction and verify uncertainties resolved per bounded campaign cycle.
- GuideWhen an account score hides one active personA high account score is driven by repeated activity from a single contact. Diagnose the cause, choose a bounded correction and verify relevant stakeholder coverage with observed evaluation evidence.
- GuideWhen brand and demand programs use one scorePrograms with different purposes are compared only by immediate lead cost. Diagnose the cause, choose a bounded correction and verify programs evaluated against their stated outcome and window.
- GuideWhen campaign frequency exceeds audience valueThe team increases touches while recipients receive little new help. Diagnose the cause, choose a bounded correction and verify useful responses and negative feedback across the sequence.
- GuideWhen community engagement comes from the wrong audienceDiscussion is active but rarely involves people with the product's relevant workflow. Diagnose the cause, choose a bounded correction and verify useful participation by the intended practitioner audience.
- GuideWhen demand campaigns reach sales without contextSales receives names but cannot explain what the audience learned or requested. Diagnose the cause, choose a bounded correction and verify accepted handoffs with usable campaign context.
- GuideWhen demand content has no distribution ownerA campaign asset is ready but nobody is accountable for reaching the audience. Diagnose the cause, choose a bounded correction and verify completed distribution actions tied to a relevant audience.
- GuideWhen event pipeline is counted twiceThe same opportunity appears in sourced, influenced and partner totals as separate value. Diagnose the cause, choose a bounded correction and verify deduplicated opportunities with explicit contribution labels.
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