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SaaS and software companies · Digital marketing

Decide the measurement before the channels, because the board asks first.

Digital marketing for a software company is the plan across search, paid, content and review sites, plus a decision about what each is allowed to cost. GullySales sets the measurement first, puts the money where your named accounts are, and names the channels to leave alone.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of saas and software companies at work in the United States

What digital marketing means

Digital marketing is the combined work of search, social media, advertising and website channels running together rather than as separate projects with separate people. GullySales runs these as one connected system so a change in one channel, such as a new offer, is reflected everywhere at once.

Also for SaaS and software companies

Sales and marketing for SaaS and software companies, the overview.

Last updated 5 Oct 2026.

For SaaS and software companies

Where it usually goes wrong, and what we would do.

  • “At seed stage almost none of it should go on brand”

    A company with forty accounts worth winning does not need awareness. It needs somebody working those forty accounts properly.

  • “The channels that close are not the ones in a dashboard”

    A conference floor, a review site placement and a partner introduction all produce closed-won, and none of them appear in a digital marketing proposal.

  • “You cannot work out your acquisition cost afterwards”

    The fields, the sources and the definitions have to be set before spend goes out, because no dashboard reconstructs where last quarter's pipeline came from.

What we do

What we deliver for SaaS and software companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A measurement plan written before any spend

    Source fields, campaign naming, the meeting definition and what counts as pipeline, agreed with your AEs and set up in your CRM first.

    Result: Next quarter's question already has an answer.

  2. A channel plan that names what you will not do

    The two or three channels worth your stage, with a written reason for leaving the rest alone until the company is larger.

    Result: Nobody spends a quarter on a channel that was never going to work.

  3. Budget weighted to your named accounts

    Money pointed at the companies on your target list through search, job title on LinkedIn and direct outreach, rather than split by channel convention.

    Result: Spend follows the accounts your AEs want.

  4. Review site presence treated as a channel

    Category placement, review recency and the comparison entries on the sites where your shortlist gets made, worked to a schedule rather than left to chance.

    Result: A buyer comparing you finds current reviews.

  5. Events and partners counted in the same plan

    Conference tickets, side events and partner introductions given a cost and a meeting target alongside every paid channel.

    Result: The booth cost sits next to the advertising spend.

  6. One report across every source

    Meetings held, pipeline created, cost per meeting and closed-won by first touch, read against the baseline recorded before work started.

    Result: The board deck stops being assembled by hand.

How the result is measured

  • Enquiries across channels
  • Cost per enquiry overall
  • Channel mix by contribution

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full integrated marketing campaigns page

Where to start for software companies

Define a qualified demo before buying any traffic, then fund only what produces one.

A written definition of a qualified demo
Agree who counts as a fit and record source, date and stage on every demo in the CRM. Check that each one can be traced back to a first touch.
Search on buying terms
Bid on terms naming the problem and the alternatives your buyer compares, not your own category. Measure cost per qualified demo, not per click.
G2 and Capterra profiles
Claim the profiles and ask recent customers for honest reviews. Note each demo where the buyer mentions a review site.
A named account list
List the companies that fit, mark the contacts, and compare the list against who visits the pricing page. Put paid money against those accounts first.
A rule for trial users
Decide who writes to a trial user, what triggers it and what the message offers. Log trial, message sent and demo booked on one line.
What to leave until later
Brand campaigns, podcast sponsorships and broad social ads can wait until the tracking shows which channel books qualified demos.

Who it is for

This is written for these SaaS and software companies.

  • Seed and Series A B2B SaaS still selling founder-led
  • Bootstrapped vertical SaaS with a small team
  • Product-led companies adding a sales motion
  • Developer tools moving upmarket into team plans
  • Healthcare, fintech and other compliance-heavy software
  • Agencies and services firms productising a platform
  • Marketplaces with a supply side to recruit
  • Companies with a full AE bench and no pipeline to feed it
  • Software companies entering the US from another market

Not for

It is not the right fit if.

  • You have not yet decided which number the board will ask for, so any channel report would measure the wrong thing
  • The founder still closes every deal personally, and has no wish to hand the first call to anyone else

How it works

How the digital marketing work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Agree the one aim

    We settle what the campaign must achieve, such as enquiries for a launch or footfall for an event, and the date it must be live.

  2. 2

    Check what is ready

    We list the channels you already run, who runs them, and what each can produce in the time available. Anything that cannot be done properly is left out.

  3. 3

    Write the idea and the message sheet

    We draft the one-sentence idea, test it against each planned format, and fix the wording that all channels will copy.

  4. 4

    Brief every channel from the same sheet

    Your agency, freelancer or in-house person receives the message sheet and calendar. Their work is checked against the sheet before it goes out.

  5. 5

    Run on the shared calendar

    Channels go live together. If the offer changes, every channel is changed on the same day from the same sheet.

  6. 6

    Measure as one campaign

    Enquiries and orders are read against the baseline. The reporting schedule is agreed in writing with the scope.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
We are three people. What should we not be doing?
A company podcast, a paid booth and a brand refresh. At your size the return sits in the accounts you can name and the inbound you already receive. We would rather say that in the first conversation than sell you the rest.
Our agency reports on impressions. Is that useful?
To the agency. Ask for meetings held and pipeline by source instead, and accept that the numbers will be smaller and true. If nobody can connect the spend to a meeting, the reporting is not measuring what you buy.
Our ads bring signups and no demos. Are the ads wrong?
Not necessarily. Check what the form asked and where the visitor landed. A page promising a free trial brings trial users, who may never want a sales call. Compare demo rate by landing page and keyword group before cutting the budget.
Should the founder keep running ads and content alone?
Keep one owner for tracking and one for the message inside the team. Bring in help for set-up, ad accounts or outbound lists, then insist on reports of meetings that took place rather than meetings booked. Outsiders learn the product slowly, so brief them well.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

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