SaaS Marketing That Fills Your Sales Pipeline

It depends on your category, your average contract value and the channels you need. Most software companies pair SEO and content as the long-term foundation with paid search and LinkedIn to generate trials and demos right away.

We right-size a plan to your growth targets and acquisition cost goals, and we’ll show you exactly where each dollar goes.

Very. At the typical B2B company in the calls we've listened to, 65% of calls went to voicemail or were never picked up: 55% during business hours and 88% after hours. And most of those callers do not try again: 74% of callers who reached voicemail did not call that business again within a week.

That is why we track every call from your campaigns, flag missed calls, and help you set up call routing, after-hours coverage and fast call-backs, so the leads you pay for are not lost at the front desk.

Based on calls to 10 B2B companies we market, Apr to Sep 2026.

Mostly business hours: 20% of calls came outside Monday to Friday 9 to 5 (2% on weekends), and the busiest day is Monday. Of the calls that were answered, 42% were new-customer inquiries, 40% were existing customers, and 20% were sales pitches or wrong numbers.

That mix is why we report on qualified calls, not raw call counts.

Based on 6,300 calls to 21 B2B companies we market, Oct 2025 to Sep 2026 (timing) and Apr to Sep 2026 (call types).

Across the Google Ads accounts of the 6 SaaS companies we manage, the median cost per lead over the last 12 months was $215, with a median cost per click of $1.80 and a median conversion rate of 1%.

Your number depends on your market, services and how well the landing page and phones convert. We use these medians as a starting benchmark, then work to beat them.

Source: Google Ads accounts managed by SmartSites, Oct 2025 to Sep 2026; a lead is a tracked call or form conversion as set up in each account.

For the 23 B2B companies whose Google Business Profiles we manage, the median profile got about 190 views, 2 calls and 47 direction requests a month over the last year.

Reviews, photos, accurate hours and categories move those numbers, which is why local SEO is part of every plan we build for a SaaS company.

Source: Google Business Profile performance data for profiles managed by SmartSites, Oct 2025 to Sep 2026.

All three, and ultimately revenue. We connect your ad platforms and analytics to your CRM (HubSpot, Salesforce and others) so every trial signup, demo request and closed deal is attributed to the campaign that produced it. You see cost per trial, cost per demo and pipeline by channel, not just clicks and impressions, so budget moves toward what actually closes.

Usually both, in different roles. Paid search captures buyers who are already comparing tools and fills the pipeline quickly. SEO builds the category, comparison, “alternative to” and integration pages that keep bringing in qualified prospects without paying for every click. We weight the mix based on your sales cycle, deal size and how established your category already is.

By tightening targeting, testing landing pages and cutting spend on searches that never convert. For TeamFunded, an online fundraising platform, leads rose 2,175% while cost per lead improved 91%. For CallCabinet, a call recording platform, conversion rate rose 1,573% and cost per lead improved 89%.

Paid search typically produces trials and demo requests within the first month. SEO builds over several months and then compounds, which matters in software where buyers research for weeks before they talk to sales. For Bakesy, a home baking business app, organic site traffic grew 3,440% and organic conversions 2,054%.

Yes. Software buyers increasingly ask ChatGPT, Perplexity and Google AI Overviews which tools to shortlist. We optimize for generative engines (GEO) as well as traditional search, with clear feature, pricing and comparison content that AI assistants can cite. Your reports show AI mentions and citations for your product next to your rankings.

Even a great growth marketer can only cover a channel or two. With SmartSites you get a whole team (strategist, SEO specialist, paid media lead, web designer, email specialist and social manager) for less than the cost of a single senior hire, with no recruiting and no ramp-up. Every output is reviewed by a human strategist, and you own all the work.

We recommend three tracks: an onboarding sequence that walks trial users to their first real result, behavior-based nudges when users stall or hit a paid feature, and a nurture track for demo requests and leads who aren’t ready yet. We handle the copy, design and sending, and tie every send to trials, upgrades and pipeline.