Marketing Consultant for B2B SaaS

Paid media and growth consulting strategy for B2B SaaS companies that want to scale acquisition, reduce CAC and improve LTV — without agency overhead or lock-in contracts.

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B2B Pipeline · Last 30d
Live
Lead 100%
1,248
MQL 32% · marketing-qualified
399
SQL 9% · sales-qualified
112
Customer 1.8% · closed-won
22
trending_up
Marketing for B2B SaaS

The growth partner your B2B SaaS is missing

Marketing for B2B SaaS doesn't follow e-commerce playbooks. The sales cycle is longer, multiple decision-makers are involved and the metrics that matter are different: MRR, activation rate, churn and LTV/CAC ratio. I build efficient acquisition engines for companies in early traction and growth, connected to real business metrics — not clicks or cheap leads that never close.

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B2B SaaS model expertise

Understands MRR, ARR, CAC, payback period and the difference between PLG and sales-assisted. Every investment decision is evaluated against LTV, not cost per lead.

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Tracking connected to the real funnel

Conversions by channel, funnel steps to activation, CRM integration and multi-touch attribution. Without this, optimisations happen blind.

-30%
CAC reduction

Average CAC reduction in the first 3–6 months.

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Cohort · Q1 inbound
10,420 entered · 7-day cohort
1Visit
10,420
2Lead
4,168
40%
3MQL
1,876
45%
−55% drop
4SQL
729
39%
5Won
229
31%
End-to-end conversion
2.20%
Won value
$642k
Avg deal
$2,803
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Problems I solve

Common growth problems in B2B SaaS

Almost every B2B SaaS arrives with the same combination of symptoms: CAC with no real visibility, pipeline that never closes and a single channel they depend on to grow.

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CAC with no real visibility

Marketing and sales costs blended, incorrect attribution and investment decisions based on partial data.

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Low-quality pipeline

Campaigns optimised for cost per lead, ignoring conversion to customer and LTV. Sales wastes time on leads that never close.

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Dependence on a single channel

Growth based on referrals or outbound, with no tracking infrastructure, audiences or messaging ready to scale with paid.

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Poor activation post sign-up

Mismatch between campaign message and product experience. The user signs up, doesn't activate and never comes back.

How I work with B2B SaaS companies

Four phases to connect paid media to real business metrics: MRR, CAC and payback period — not clicks or impressions.

01

Audit and diagnosis

State of ad accounts, tracking, pipeline quality, channel metrics and competitive positioning. A clear map of what fails and what to improve.

02

Strategy aligned with the model

If PLG, campaign to trial maximising activation. If sales-assisted, lead generation with qualifying. Mix of Google, LinkedIn and Meta by ICP.

03

Implementation and tracking

Conversions by channel, funnel steps (sign-up, activation, first payment), CRM integration and multi-touch attribution when it applies.

04

Optimisation and reporting

Looker Studio dashboards with CAC by channel, cost per MQL, conversion rate to customer and payback period. Campaigns connected to the business.

Results you can expect

  • trending_down

    CAC reduction

    Between 20% and 40% less in the first 3–6 months by optimising segmentation, messaging and product fit.

  • monitoring

    LTV/CAC visible by channel

    Investment decisions based on real data: payback period, LTV/CAC ratio and contribution to MRR — not just clicks and impressions.

  • verified

    Higher-quality pipeline

    Fewer leads, more customer conversions. Better alignment between campaign message and product onboarding.

~/clients/saas-b2b, optimization.log
recomendación verificada · linkedin
Andrés Cester
Andrés Cester · 1er
Co-founder & CEO · Manglai
Current client of Pau

I worked with Pau as a digital marketing freelancer at Manglai and he was a key player from day one. He built the entire marketing strategy from scratch with an unusually high level of proactivity, autonomy and judgement, understanding both the product and the B2B context very well.

Manglai
measure --metric=cac --segment=saas-b2b
result · b2b saas
-30% CAC
Average reduction in 3–6 months
b2b saas · paid · linkedin · google
listo

Let's see if it's worth working together

Two honest columns: when we click and when we don't. Better to make it clear before the first call.

Probably yes if...
  • check_circleYour product is B2B SaaS with a clear recurring model and mid-to-high ARPU
  • check_circleYour ICP is defined and you have initial evidence of healthy retention
  • check_circleYou want to know real CAC and LTV/CAC ratio by channel, not just cost per lead
  • check_circleYou need a senior who understands PLG and sales-assisted, not an account manager
  • check_circleYour monthly paid spend is at least €3,000–5,000
Probably no if...
  • cancelYou are pre-product/market fit and need to validate positioning before scaling paid
  • cancelYou are looking for someone who executes but doesn't bring strategy or challenge hypotheses
  • cancelYour model is B2C with low ARPU or physical-goods e-commerce
  • cancelYou expect meaningful results in under 60 days without touching product or onboarding

Frequently asked questions about B2B SaaS

What makes a marketing consultant specialised in B2B SaaS different?

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A consultant specialised in B2B SaaS understands the metrics that matter in this business model: MRR, ARR, CAC, LTV, activation rate and churn. They don't run campaigns as if it were e-commerce or a brick-and-mortar shop. Every paid investment decision is evaluated against customer LTV and payback period, not just cost per lead.

When does it make sense to work with a consultant instead of an agency for a SaaS company?

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When you need someone who understands your business deeply and works as an extension of your team. General agencies tend to apply generic playbooks. A senior consultant specialised in B2B SaaS knows the nuances: the longer sales cycle, the importance of lead scoring, the difference between PLG and sales-assisted acquisition.

Which paid media channels work best for B2B SaaS?

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It depends on your ICP and sales cycle. LinkedIn Ads is the most effective channel to reach decision-makers in mid-market and enterprise companies, with targeting by role, industry and company size. Google Ads works well to capture existing demand when there are transactional-intent keywords. Meta Ads can work for PLG and technical audiences. The optimal mix always depends on where your ICP lives.

How is the success of a paid media strategy measured in B2B SaaS?

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Key metrics are CAC by channel, LTV/CAC ratio (minimum target 3:1), payback period (ideally under 12 months), activation rate of generated leads, and contribution to MRR. Clicks and impressions are secondary metrics. What matters is how much it costs to acquire a customer who stays and pays.

Do you offer marketing audits for B2B SaaS companies?

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Yes. Every engagement starts with an audit that analyses the current state of campaigns, tracking structure, channel performance, generated pipeline quality and the main funnel bottlenecks. The audit produces a report with prioritised recommendations and a clear action plan.

What is the minimum recommended budget for paid media in B2B SaaS?

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There is no universal figure, but to obtain meaningful data within a reasonable timeframe a minimum of €3,000–5,000 per month in ad spend is recommended. Growth-stage companies typically operate between €10,000 and €50,000 per month. Optimal budget depends on average ticket, LTV and target CAC.

Does this approach fit what you need?

If yes, drop your details and I'll review your case personally. No commitment.

  • check_circleSnapshot of your current marketing setup
  • check_circleRoadmap of actions and goals
  • check_circleExecution and coordination of projects