Demand generation
Programmes measured in qualified opportunities and pipeline value.
B2B SaaS Marketing Consultant
SaaS marketing that generates pipeline, not traffic.
Strategy and execution for B2B SaaS teams whose marketing is busy but not producing enough qualified pipeline.
This is for you if
SaaS teams whose marketing is busy but not compounding.
- Traffic and content are growing; pipeline is not
- You are spending on paid channels without knowing the true cost per opportunity
- Marketing and sales disagree about lead quality
- You have point solutions — an SEO freelancer, a paid agency — but nobody joining them up
- Reporting shows channel metrics, not revenue contribution
- You need senior marketing judgement without committing to a leadership hire yet
What I actually work on
The disciplines are capabilities. Pipeline is the product.
I work across the full B2B SaaS marketing stack. The difference from an agency: these are deployed against one commercial plan, not sold as separate retainers.
Google Ads & paid media
Campaign structure, conversion signals, and offers built for B2B sales cycles.
HubSpot & marketing automation
Lifecycle stages, scoring, nurturing, attribution, and revenue reporting.
SEO & content
Commercial-intent organic acquisition — pages that rank and convert, not volume blogging.
CRO & website
Landing pages, messaging, and funnel changes that lift conversion before you buy more traffic.
Analytics & attribution
Tracking that survives scrutiny, so budget decisions are based on evidence.
How it works
Start with the problem, not a service menu.
01
Diagnostic call
Thirty minutes on your funnel, your numbers, and what has been tried. If I am not the right fit, I will say so.
02
Scoped engagement
A defined project or ongoing programme with clear deliverables and success measures agreed up front — no open-ended retainers.
03
Execute and report
Hands-on delivery with commercial reporting: pipeline created, conversion improved, CAC direction — not activity summaries.
Related
Where this often leads.
Many engagements start with one problem and grow into ongoing leadership once the foundations are fixed.
- 01Fractional CMO for SaaSWhen you need someone to own marketing, not just fix a part of it.
- 02Demand generation consultantIf the specific gap is pipeline volume and quality.
- 03Google Ads consultantIf paid search is the channel that needs fixing first.
- 04HubSpot consultantIf the system underneath your marketing is the bottleneck.
Related writing
Usually asked first.
01SaaS
B2B SaaS Marketing: What Changes Above £1m ARR
B2B SaaS marketing after the first £1m ARR: why founder-led motion stalls, and the systems that replace it — lifecycle, attribution, CAC payback.
Read02SaaS
SaaS Marketing: the Founder's Guide
SaaS marketing explained end to end: positioning, pipeline, pricing pages, activation, and the metrics that decide whether it is working.
Read03SaaS
Marketing for SaaS Companies Without a CMO
How SaaS companies run credible marketing before a CMO exists: what founders should own, delegate, and refuse to buy too early.
ReadFAQ
Common questions.
How is this different from hiring a SaaS marketing agency?
An agency sells channel execution — you still need someone to decide strategy, join the channels up, and hold the work to a revenue standard. This engagement is that person, with the added ability to execute directly in Ads, HubSpot, the website, and analytics. For most B2B SaaS companies under £10m ARR it replaces two or three vendor relationships.
Do you work with early-stage SaaS companies?
Yes, provided there is revenue and some evidence of product-market fit. Pre-revenue marketing is mostly positioning and founder-led sales; paying for marketing consulting at that stage is rarely the best use of capital, and I will say so on the call.
What does an engagement typically look like?
Either a scoped project — for example rebuilding paid acquisition, fixing attribution, or overhauling trial conversion — or an ongoing programme of a few days per month. Scope, deliverables, and success measures are agreed before any commitment.
Can you work alongside our existing team or agency?
Yes. A common setup is providing the strategy and commercial oversight while an internal marketer or existing agency continues execution. The engagement raises the standard of the work rather than duplicating it.
Tell me where the pipeline problem is.
A 30-minute call on your funnel and numbers. You will leave with a view on what I would fix first, whether or not we work together.