Marketing for SaaS and software companies
Basil Studio Co works with SaaS and software companies on the marketing that actually produces pipeline: demand generation, LinkedIn Ads, content built for both technical and economic buyers, and the analytics setup to prove what's working, from someone who has run this exact playbook in-house.
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SaaS buyers self-educate. The marketing has to hold up to that.
Buyers self-educate extensively before ever speaking to sales, so content and SEO carry more weight than in most B2B categories.
Trials, demos, and freemium funnels need their own tracking and nurture logic, distinct from a simple contact form.
Technical buyers and economic buyers often need different messaging within the same campaign, sometimes the same page.
Churn and retention sit downstream of marketing decisions too: who you acquire affects who sticks around.
Five disciplines, built to work together.
Demand generation strategy and execution
Planning and running the campaigns, not just recommending them, across whichever channels are actually producing pipeline.
LinkedIn Ads and paid campaigns
Targeting built around job titles, company size, and intent signals relevant to B2B software buyers specifically.
Content and copywriting
Written for both the technical evaluator and the economic buyer, since software purchases usually involve both.
SEO & AI search visibility
Technical foundations and structured content, so the product shows up in a results page and gets cited when someone asks ChatGPT or Perplexity for a recommendation.
Analytics and attribution
Tracking across the funnel, from first touch through trial or demo to closed revenue, not just top-of-funnel traffic.
Content built for a buyer who researches before they ever talk to sales.
Acuity Risk Management is a B2B risk management software company where I worked as a digital marketing assistant. The security and risk buyers they needed did exactly what most software buyers do: read before they ever spoke to sales. I kept a steady stream of blog and campaign copywriting aimed at that self-education phase, alongside running the LinkedIn Ads account that fed it, which produced a 400% increase in webinar registrations. This was in-house work at Acuity, not a Basil Studio Co client engagement.
Read the full case studyRuns or advises on the channels that actually move pipeline for software companies: demand generation campaigns, paid social and search, content built for both technical and economic buyers, SEO and AI search visibility, and the analytics setup to prove which of it is working. The exact mix depends on what stage the company is at and what's missing.
When you need senior-level strategy and execution without committing to a full-time salary, or when you need a specific gap filled, campaign strategy or paid media or content, quickly. A consultant also suits companies testing whether a dedicated marketing function is worth building before hiring for it permanently.
Content and SEO for the self-education phase most B2B software buyers go through before talking to sales, alongside LinkedIn Ads for reaching specific job titles directly. Paid search works once there's clear demand with defined keywords; before that, it often burns budget on people who aren't ready to buy.
The same underlying groundwork as good SEO, clean technical foundations and genuinely useful, well-structured content, plus schema and entity markup an AI system can actually parse. Nobody can promise a specific citation in a specific model, since none of them publish a ranking mechanism and the systems change month to month. What's achievable is making sure the product isn't invisible to them for technical reasons.
Trying to build a marketing function before you're ready to hire one full-time?
Book thirty minutes below. Tell me what's not working, and I'll tell you honestly whether I'm the right person to fix it.