Marketing that builds pipeline,
not just traffic charts.
SaaS buying has changed shape. Buyers used to compare tools on G2 and Capterra; now they ask ChatGPT "what's the best CRM for a 10-person agency" and get a shortlist in one answer. If your product isn't in that answer — or on the comparison and alternative pages buyers read at the bottom of the funnel — your competitors are closing deals you never saw.
We build search visibility systems for SaaS startups and tech companies: bottom-of-funnel SEO that captures buyers comparing options, product-led content that demonstrates the tool instead of describing it, and AEO and AI optimization that put you in the answers replacing review-site research. All measured against CAC payback, not traffic.
Why Tech & SaaS businesses choose SBG
Why tech & saas marketing is harder than it used to be.
AI chatbots are replacing review-site research
The G2-and-Capterra ritual is being compressed into a single ChatGPT or Perplexity prompt: "best project management tool for construction teams." Those answers pull from documentation, comparison content, review sentiment, and entity signals across the web. Most SaaS companies have no idea what AI engines say about them — or that they're absent from category answers entirely while a competitor gets named every time.
Top-of-funnel content burns budget without pipeline
The classic SaaS content playbook — 50 blog posts on broad informational keywords — produces traffic that never converts. The revenue lives at the bottom of the funnel: "[competitor] alternatives," "[tool A] vs [tool B]," "[category] software pricing." These keywords have a fraction of the volume and 10–20x the conversion rate. Most SaaS content budgets are allocated exactly backwards.
CAC payback discipline kills sloppy channels
Investors and operators now hold every channel to CAC payback under 12 months. Paid search on category terms like "CRM software" can run $20–$80 per click against incumbents with infinite budgets — unworkable for most startups. Organic channels flip that math: a comparison page that ranks costs the same whether it drives 10 trials or 500, which is why SEO is the only channel where CAC falls as you scale.
Programmatic SEO is easy to do and hard to do well
Templates-times-data pages — integrations, use cases, "[tool] for [industry]" — can generate thousands of indexed pages and real signup volume. Done lazily, they're thin content that Google's helpful content system suppresses sitewide. The difference is real data per page: unique screenshots, accurate integration details, genuine use-case depth. We've seen both outcomes, and the line between them is execution.
Six channels, tuned for tech & saas.
Every SBG engagement runs as one integrated system — here's how each channel earns its place for tech & saas businesses.
The tech & saas growth playbook.
Funnel & AI Visibility Audit
We map where you appear — and don't — across bottom-funnel keywords, review platforms, and AI engine answers for your category. Then we size the pipeline gap in dollars, not rankings.
Foundation Sprint
Technical SEO fixes, conversion tracking wired from page to CRM to revenue, and the first comparison and alternative pages live. The first 60 days target keywords that produce trials, not traffic.
Content Engine Build-Out
Product-led content, programmatic page templates with real data depth, AEO question targeting, and AI entity work ship in priority order — highest pipeline value first.
Scale What Pays Back
Monthly reporting tied to signups, demos, and pipeline influenced — with CAC payback per channel. Budget compounds into whatever produces revenue cheapest.
An agency that knows
your market.
SaaS marketing rewards operators who understand unit economics, and that's how we're built. We've managed $1M+ in ad budgets across 4 countries with the same discipline a SaaS CFO applies to CAC payback: every channel either traces to pipeline or gets cut. Traffic reports don't survive that filter; comparison pages that drive trials do.
Our edge right now is the AI transition. Buyers are moving from G2 listicles to ChatGPT shortlists faster than most SaaS marketing teams are adapting, and the companies that build AI answer visibility in the next 12–18 months will own their category prompts the way early SEO winners owned their keywords. We run AEO and AIEO as core channels, not experiments.
And we write product-led content that demonstrates rather than describes — real workflows, real screenshots, real use-case depth. That's what converts evaluators, what survives Google's helpful content system, and what AI engines cite. Thin content farms can't produce it, and it shows in the rankings.
Tech & SaaS marketing questions, answered.
How is SaaS SEO different from regular SEO?
How long does SaaS SEO take to produce pipeline?
Should a SaaS startup do SEO or paid ads first?
How do I get my SaaS product recommended by ChatGPT?
Does programmatic SEO still work after Google's helpful content updates?
What does B2B SaaS marketing cost with an agency?
See where your tech & saas business
is losing visibility.
The free Visibility Audit covers your rankings, ad waste, review profile, and AI citation opportunities against your top tech & saas competitors. Specific findings, whether you work with us or not.