Every B2B SaaS team has a playbook.Drive traffic. Capture leads. Nurture with email. Book demos. Run outbound. Repeat. But as you scale, the tactics that once worked stop pulling their weight. The funnel slows. CAC creeps up. Sales says the leads are weak. And you start wondering: “What are we not doing that we should ...
Paid search can feel like SaaS growth magic. You’re visible the moment someone searches.You’re targeting intent, not interruption.And if you set it up right—you can generate pipeline today. So you launch the campaign.You see the clicks roll in.And then… not much else. No trials.No demos.No closed deals.Just a rising CPC bill and a slowly sinking ...
When you’re scaling a SaaS company, there’s no shortage of lead generation tactics to choose from. SEO, LinkedIn ads, webinars, cold outbound, referral loops, partnerships—the buffet is endless. And that’s exactly the problem. Too many early-stage teams try to do everything at once, hoping more tactics = more pipeline. But in reality? The fastest-growing SaaS ...
You’ve invested in awareness.Your team’s launched campaigns, shipped content, and maybe even hired a content marketer to “fill the top of the funnel.” Site traffic is climbing. TOFU metrics look healthy. But here’s the problem: pipeline isn’t.Leads stall. Sales conversations fizzle. Conversion rates stay flat. It’s not that top-of-funnel doesn’t matter.It’s that most TOFU campaigns ...
You’re ready to grow. Product’s stable. CAC is healthy(ish). The pipeline looks good. And now you’re eyeing Google Ads. It should be the logical next growth lever—after all, paid acquisition can drive intent-rich traffic and predictable trials. But here’s where things get messy: the second you start scaling ad spend without structural safeguards, CAC doesn’t ...
Paid search is one of the fastest levers SaaS teams can pull when they want results now. And on paper, it seems straightforward:You bid on high-volume keywords, send traffic to a landing page, and watch the trial signups flow in. Except… that’s not usually how it plays out. Instead, you get this weird split: But ...
Everyone loves a big win. A demo booked.A trial activated.A new customer closed. But what about the small stuff? These actions don’t get celebrated in pipeline meetings. But they matter. A lot. Because behind every major conversion event is a trail of micro-conversions—those subtle signals that someone is warming up, exploring, evaluating, and inching closer ...
Matthew Johnson
Matthew Johnson
Matthew Johnson