Marketing for
SaaS companies

Message before media

Marketing for SaaS and IT companies often starts with ads and ends with confusion. The product is good, the team is technical, and the website explains how it works instead of what it changes for the buyer. Before spending on traffic, the home page and the main use-case pages should answer three questions in the first screen: who is this for, what problem does it remove, and what is the next step (trial, demo, pricing).

Use-case pages do the heavy lifting in search. A scheduling product for HVAC contractors needs a page that speaks to an HVAC office manager, not to "teams of all sizes". Industry pages, integration pages and honest comparison pages bring traffic with clear intent. I write and structure them as part of SEO content.

Pricing and demo friction

For self-serve SaaS, a transparent pricing page is one of the most visited pages on the site. Plans, limits, what triggers the next tier, and an FAQ about billing and cancellation. For sales-led products, a demo form with a calendar right after submission beats "someone will be in touch". Each removed step tends to increase booked demos. Billing practices matter too: the FTC has focused on subscriptions that are easy to start and hard to cancel, and several states have automatic renewal laws. Make cancellation as clear as sign-up.

Analytics that reach revenue

Ad platforms optimize for whatever you tell them is a conversion. If that is a free sign-up, you get many sign-ups and few customers. The fix is end-to-end analytics: GA4 events for key product actions, CRM stages for qualified accounts and paid plans, and offline conversion imports back into Google Ads. Then budgets follow revenue. Server-side tracking and Conversions API setups are quoted after a call.

Channels by sales motion

• Product-led, low price: search ads on problem and category terms, SEO content, review platforms, in-product referrals.
• Sales-led, higher price: narrow search campaigns, retargeting of pricing-page visitors, LinkedIn ads to buyer titles (with a trusted partner), case studies and webinars.
• Managed IT services: local SEO, Maps, industry pages and "IT support" plus city searches, much like trades and home services but with longer contracts.

Email onboarding and nurture follow CAN-SPAM. For prospecting emails, a real sender, postal address and opt-out are the minimum.

Seasons and budget cycles

B2B buying follows fiscal calendars. Many US companies finalize budgets in Q4 and start new tools in January; Q4 also brings "use it or lose it" spending. Summer is slower for decisions. Conferences in your niche create spikes worth a landing page.

Working with me

I work remotely with software companies across the US, from Austin to Seattle and San Jose. Calls on Zoom in your morning, async updates in between, accounts and code in your name. I reply within one business day, and the scope, deadlines and deliverables are in a written agreement before any work starts. If you want a second opinion on an existing account first, a Google Ads audit is a contained place to begin.