• Go-to-market
  • B2B GEO
  • Pipeline and incrementality

Industry · Tech, SaaS and startups

A SaaS marketing agency for startups and scale-ups that need pipeline

We are a SaaS marketing agency for startups, software companies and tech scale-ups: go-to-market strategy, visibility when AI assistants build shortlists, product-led content, LinkedIn, lifecycle automation and measurement that ties spend to pipeline.

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Personal reply, No obligation, English, Español

Context

How software is discovered and bought in 2026

A SaaS marketing agency's job is to help a buyer who has never heard of you find you, understand you and shortlist you before they speak to sales. In 2026 that shortlist is increasingly built by asking an AI assistant, alongside searches, peer recommendations and software comparison sites.

Then comes the comparison, rarely one person's job. Users try the product or book a demo; the budget holder compares pricing and terms; technology and security check documentation, integrations and data handling. Your website, reviews, docs and what AI summarises from them must tell the same story.

The decision goes to the vendor that lowers the risk: a clear use case, understandable pricing, a trial that shows value early and quick answers in the buyer's language. This approach is built for Spanish and international scale-ups, B2B software, travel tech and AI companies, including founders working remotely from Spain and selling in English from day one. As a startup and tech marketing agency based in Palma de Mallorca, we work natively in English and Spanish.

In depth

Go-to-market: a strategy for every stage

A go-to-market strategy defines who you sell to first, with what message, through which channels and how you'll know it works. It changes with each stage: what wins the first customers is not what makes acquisition repeatable or opens a new market.

Early on, positioning is the urgent job: a tightly defined ideal customer, a category buyers recognise and a message that explains the problem before the features. With traction, the work shifts to finding one or two repeatable channels. At scale-up stage, the challenge is opening markets and languages without doubling the team: each market needs messaging and pages written natively, not translated, and international SEO helps decide which countries deserve their own version.

Many startups don't yet need a full-time marketing lead, but do need senior judgement. So digital strategy can be hired as a project or as a fractional CMO who sets priorities, coordinates your team and suppliers and reports to leadership, with output-based scopes.

  • Ideal customer and buying committee: who uses, who pays and who can veto.
  • Positioning and category: who you're compared with and why you differ.
  • Sales model: self-serve, free trial, demo or consultative sale.
  • Channels, budget and indicators per stage, agreed with leadership and sales.

In depth

Being named when buyers ask AI for a shortlist

Software buyers now ask ChatGPT, Gemini, Copilot or Google's AI Mode to suggest and compare tools for a specific problem. The answer names only a handful of brands. B2B GEO works to make yours eligible, accurately described and tied to the right use cases.

No trick or payment guarantees it. Google says AI Overviews and AI Mode have no additional requirements beyond being indexed and eligible to show with a snippet, and names non-commodity content, first-hand and expert, as the most influential long-term factor. For software, that means clear public documentation, integration pages, honest comparisons and understandable pricing.

Assistants also lean on third parties: reviews on comparison sites, trade media and technical communities. That is where GEO and digital PR come in, never manufactured mentions. On the technical side, ChatGPT, Claude and Perplexity run their own crawlers, and, since 1 July 2025, Cloudflare has blocked known AI crawlers by default and asks new domains to choose. You can opt out of model training and still appear in ChatGPT search, as how to appear in ChatGPT explains.

In depth

Content and lifecycle led by the product

With software, marketing doesn't end at sign-up. Product-led content shows how to solve a real problem with your tool, and lifecycle automation supports each account from trial to renewal, helping turn interest into usage and usage into recurring revenue.

The content that works starts from what only your team knows: your own data, technical decisions, templates, tutorials and comparisons that help people choose. We plan it through content marketing around use cases, not keyword lists, and the AI creative studio turns it into explainers and animated demos.

Lifecycle is built on product signals: who finished set-up, who invited their team, who stalled halfway. With those events, marketing automation sends fewer, more useful messages by email and in-app, and alerts sales when an account shows intent.

In depth

Measuring through long sales cycles

When months pass between first touch and signature and several people are involved, the last click explains little. Good SaaS measurement follows accounts, not just forms: it connects marketing to the CRM, measures pipeline created and tests which spend brings sales that would not have happened anyway.

The base is technical: well-defined events on the site and in the product, correct consent, enhanced conversions and CRM stages imported into the ad platforms, so they optimise towards real opportunities rather than low-quality sign-ups. That is the job of analytics and tracking.

On top of that, marketing measurement combines three readings that correct one another: attribution for day-to-day decisions, incrementality tests to establish what is causal and, where data and spend allow, a marketing mix model. Adding up each platform's reported conversions is not a source of truth, as our marketing mix modelling guide explains.

  • Pipeline and qualified opportunities by channel, not just leads.
  • Activation: accounts that reach first value during the trial.
  • Acquisition cost and payback period, by segment.
  • Retention and expansion of the accounts each channel brings in.

Industry challenges

The challenges of marketing tech and SaaS

  1. A category that needs explaining

    Many new products solve a problem buyers can't yet name. Without clear positioning, you get compared with the wrong tools.

  2. Left off the AI shortlist

    Buyers ask an assistant for a few options. If your brand is missing or poorly described, you're out before the first demo.

  3. A buying committee, not one buyer

    Users, leadership, finance, technology and security assess different things over months. Content and measurement must cover them all.

  4. Acquisition that leans on ads

    When nearly all demand comes from advertising, acquisition cost tends to rise as you grow. Owned channels build value over time.

  5. Sign-ups that never activate

    An unguided free trial is usually abandoned early. What isn't solved in the first days is rarely won back with discounts.

  6. Data scattered across tools

    Product analytics, CRM, ad platforms and billing rarely agree, and consent leaves gaps. Each team defends its own number.

Key channels

The channels where software purchases are decided

Six places where a buyer discovers you, compares you or comes back. Their weight depends on your sales model.

  1. Google Search and AI answers

    Organic results, ads, AI Overviews and AI Mode capture searches by problem, category, comparison and brand name. Documentation and integration pages rank too.

  2. AI assistants

    ChatGPT, Gemini, Copilot, Perplexity and Claude build shortlists from your site and third-party sources. Since August 2026, ChatGPT has also shown contextual ads in Spain on its Free and Go plans.

  3. LinkedIn and professional networks

    Where the buying committee follows people more than logos. Founders' and experts' voices work best, amplified with Thought Leader Ads.

  4. Comparison sites and marketplaces

    Software comparison sites, integration directories and app marketplaces bring reviews and high-intent demand, and are third-party sources AI assistants can draw on.

  5. Video, communities and events

    YouTube, podcasts, technical communities, industry newsletters and trade shows. Trust is earned here with demonstrations, not slogans.

  6. Email, product and messaging

    The owned channel: welcome and activation, in-app prompts, product news and renewals, consented and based on real usage.

Action plan

Our playbook for startups, SaaS and tech

Six workstreams combined according to your stage, sales model and markets.

  1. Go-to-market and fractional CMO

    Positioning, ideal customer, channels and budget per stage, with senior leadership by project or ongoing and output-based scopes.

  2. B2B GEO

    We audit how Google, ChatGPT and other assistants describe your product, check crawler access, create the content and work on mentions in sources they can cite.

  3. LinkedIn and paid social

    Campaigns by account, role and funnel stage, using your team's voices, tested creative and conversions connected to the CRM.

  4. Lifecycle and automation

    Welcome, activation, qualification and renewal flows based on product events, by email and in-app, alerting sales to intent.

  5. Explainers and motion

    Explainer videos, animated demos and ad and launch variants, produced with AI under human creative direction, in English and Spanish.

  6. Pipeline and incrementality

    A dashboard joining marketing, CRM and product, experiments to check which spend is causal, and budget decisions based on them.

Customer journey

The software buying journey

Five phases, each with its own question and channel.

  1. Phase 01 / 05

    Problem

    Someone on the team recognises a friction and looks at how others solve it. The content that names the problem best wins.

  2. Phase 02 / 05

    Shortlist

    The buyer asks AI assistants, peers and comparison sites which tools to consider. Being there and being described well both matter.

  3. Phase 03 / 05

    Evaluation

    Free trial, demo, documentation, integrations and pricing. Users look for quick value; technology and security want specific answers.

  4. Phase 04 / 05

    Decision

    Leadership and finance weigh cost, risk and alternatives. Clear arguments help whoever champions the purchase internally.

  5. Phase 05 / 05

    Activation and expansion

    Onboarding, first results and follow-up communication decide whether the account renews, grows and recommends you.

Personal reply, No obligation, English, Español

Key services

The services that move the needle

Regulation

Rules that shape software marketing

Applied by default on projects in this sector; not a substitute for legal advice.

  1. Chatbots and AI agents

    Article 50 of the EU AI Act, applicable since 2 August 2026, requires users to be told at the start that they are interacting with AI, unless it is obvious. Every assistant we deploy identifies itself as AI and offers a route to a person.

  2. Commercial email and outreach

    Spain's LSSI prohibits commercial email without a prior request or express consent, except to existing customers about similar products, with an easy opt-out in every message. We design demand capture so the buyer asks for contact.

  3. Cookies, consent and data

    No analytics or advertising cookies before consent, rejecting as easy as accepting (per the AEPD guide), Consent Mode v2 configured and GDPR privacy notices on forms and sign-ups.

FAQ

Frequently asked questions

What does a SaaS marketing agency do?

A SaaS marketing agency covers go-to-market strategy, positioning, visibility in search engines and AI assistants, content, LinkedIn and other advertising, lifecycle automation and measurement. Each stage prioritises one part.

When does a startup need a marketing agency or a fractional CMO?

When customers already value the product but you lack senior judgement on where to invest, or the in-house team executes well but is stretched. If you are still seeking product-market fit, start with a short positioning project.

How do I get ChatGPT or Gemini to recommend my software?

No formula or payment guarantees it. Your chances improve with a site and docs open to AI crawlers, specific content on use cases and integrations, genuine reviews and mentions in respected industry sources. In ChatGPT or Gemini, presence is checked with real questions; in Google, with Search Console's generative AI reports (AI Overviews and AI Mode), available to every site since 31 August 2026; in Copilot, with the AI Performance report in Bing Webmaster Tools.

Which channels work best for B2B SaaS?

It depends on price, buyer and sales model. A self-serve product usually leans on search, content and lifecycle; a consultative sale on LinkedIn, expert content and account-based work. Google Ads captures existing demand and paid social helps create it.

How do you measure marketing when a sale takes months?

By connecting marketing data to the CRM and following each account through to opportunity and revenue, not just the form. Attribution guides day-to-day decisions and incrementality tests check which channels add sales.

Do you work with startups outside Spain?

Yes. We are based in Palma de Mallorca and work with companies across Spain and internationally, natively in English and Spanish. Your CRM, analytics and ad accounts remain yours, as set out in our method.

Contact

Start with a go-to-market diagnosis

We review how Google and AI assistants describe you, how demand arrives and activates today, and what we'd tackle first at your stage.

Personal reply, No obligation, English, Español

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