B2B SaaS marketing built around pipeline, not vanity metrics
Software buyers now build their shortlist by asking Google and ChatGPT. We help UK SaaS and tech companies get ranked, cited and chosen, and we report on trials, demos and pipeline rather than traffic.
- 5.0 on Google
- UK Small Business Awards 2026 Finalist
- Accredited Living Wage Employer
You will speak to Marcus Lobow, our founder, on the first call. He runs every account personally. Call 020 7167 8465
For commercial cleaning companies, tools that combine scheduling, site checklists and invoicing are often recommended, including...
yourbusiness.co.ukIllustrative. What being ranked and cited looks like in your sector.
- 5.0 on GoogleRated by the businesses we work with
- UK Small Business Awards 2026Finalist, Best Digital Marketing Agency, London
- 10+ years in B2B marketingSeven of them in-house, on the client side
- Accredited Living Wage EmployerFair pay for everyone who works with us
Why do so many SaaS companies struggle to turn marketing into pipeline?
Because the market is crowded, buyers compare everything, and a lot of SaaS content is written for traffic rather than for buyers. Blogs rank for broad topics that never convert, while the comparison, alternative and use-case searches where decisions are made go to competitors.
Content that ranks but never converts
Thousands of visits to top-of-funnel articles, and very few trials or demos from any of them.
Invisible in AI recommendations
Buyers ask ChatGPT for the best tools for their use case, and your product is not on the list.
Reporting nobody trusts
Marketing reports leads and sign-ups, sales reports pipeline, and the two numbers never meet.
The searches that matter in SaaS are comparisons. That is where the buying decision is actually made.
Do we have SaaS experience?
We will be straight with you. Our deepest experience is in B2B services, not years in-house at a software company. What we do have is first-hand experience of building and marketing software ourselves.
Our founder built our own AI marketing platform, which learns a business across more than fifteen data points and produces work across ten marketing channels. It started as a tool for his own work and became a product because people asked for access. So we know what it takes to position a product, explain it plainly and get it in front of the right buyers.
We also know the buyer's side. If you sell software to facilities management, cleaning, property or professional services businesses, we have sat in those buyers' seats.
How do B2B buyers choose software today?
Most B2B software journeys now include search, AI tools and a hands-on trial before anyone talks to sales.
- The problem
Something is not working
A manual process, a tool that cannot scale, or a new requirement from the business.
- Shortlist
What are the options?
Searches for the best tools for a use case, AI recommendations, review sites and peers.
- Compare
Which one fits?
Comparison and alternative searches, pricing pages, integrations, security and case studies.
- Trial or demo
Does it work for us?
A trial that shows value quickly, or a demo that speaks to their specific problem.
How do we help SaaS and tech companies grow pipeline?
The services that matter most for B2B software, run by one senior marketer against one plan.
SEO for SaaS
Comparison, alternative, use-case and industry pages built around the searches where buyers decide.
See our SEO servicesAI search optimisation
Getting your product cited when buyers ask ChatGPT, Perplexity or Google AI for the best tools in your category.
See AI search optimisationSaaS website design
Marketing sites built to convert into trials and demos, readable by search engines and AI crawlers.
See our web designPPC
Google Ads on high-intent category and competitor searches, measured on trials, demos and pipeline.
See our PPC serviceTechnical SEO
Making sure a JavaScript-heavy marketing site can actually be read by Google and AI tools.
See technical SEOWhat marketing mistakes do SaaS companies make most often?
Most of these come from optimising for activity that is easy to measure rather than pipeline that is not.
Chasing top-of-funnel volume
A blog full of broad topics that attract readers who will never buy.
The fix: Prioritise comparison, alternative and use-case content first.
No comparison or alternative pages
Competitors write the comparison pages, and control the story.
The fix: Honest comparison pages that explain who your product is and is not for.
Features instead of outcomes
Pages listing features without explaining the problem each one solves, for whom.
The fix: Use-case and industry pages written in the buyer's language.
Pricing hidden behind a demo
Buyers who want to compare cannot, so they shortlist someone who lets them.
The fix: Published pricing, or a clear explanation of how pricing works.
A site AI tools cannot read
Marketing pages rendered by JavaScript, which most AI crawlers do not run.
The fix: Server-rendered pages so every crawler sees the content.
Reporting sign-ups, not pipeline
Marketing celebrates sign-ups while sales cannot see where revenue came from.
The fix: Reporting on trials, demos, pipeline and cost per opportunity by channel.
Which searches should a SaaS company rank for?
The closer a search is to a decision, the more a ranking is worth.
| Search type | Example search | Why it matters |
|---|---|---|
| Best for a use case | best job management software for cleaning companies | A buyer building a shortlist |
| Alternatives | [competitor] alternatives | A buyer unhappy with a current tool |
| Comparison | [your product] vs [competitor] | A buyer choosing between two options |
| Pricing | [category] software pricing | A buyer checking fit and budget |
| Problem | how to schedule cleaning teams across multiple sites | Early content that feeds AI answers and builds authority |
What results has this approach delivered?
The headline figures from our founder's career, in B2B services. The same approach to commercial intent applies to software.
Turnover growth for a facilities management business
Organic revenue for a commercial cleaning business
Monthly organic visits, inside one month
Booked appointments a week from organic search
These results were achieved by Marcus Lobow, some in-house as a senior marketer and some through Lobo Digital.
Read the case studiesWhat do clients say about working with us?
Real reviews from our Google Business Profile, pulled in live. We do not edit, filter or write them.
Which other sectors do we work with?
See all sectors on our sectors page, or find us in your area.
Facilities management
Long sales cycles, tenders and high-value contracts. Seven years in-house across cleaning, FM and property.
Marketing for facilities managementCleaning
Commercial cleaning companies winning contracts through search. Where our founder built an organic channel from nothing.
Marketing for cleaningProperty management
Letting agents, property managers and estate agents winning the landlord side of the market.
Marketing for property managementCharities and non-profits
Charities reaching donors, volunteers and the people they serve, with free support for selected causes.
Marketing for charities and non-profitsCoaches
Business, executive and leadership coaches building trust and filling their calendars.
Marketing for coachesSecurity
Guarding, monitoring and installation companies winning contracts from the facilities and property managers we know.
Marketing for securityB2B services
Service businesses with long sales cycles and high-value enquiries, where our founder has spent his whole career.
Marketing for b2b servicesHow much does marketing cost?
We publish our pricing: £62.50 an hour plus VAT, in monthly packages of 15 to 65 hours, with a minimum three-month term. Early-stage SaaS companies often start at 15 or 25 hours a month, focused on comparison content and AI search.
15 hours a month
£937.50
a month, plus VAT
25 hours a month
£1,562.50
a month, plus VAT
40 hours a month
£2,500
a month, plus VAT
65 hours a month
£4,062.50
a month, plus VAT
Every price on this page excludes VAT. You choose the hours, and we agree together how they are spent.
See our pricingFrequently asked questions about SaaS marketing
What does a SaaS marketing agency do?
It helps software companies attract, convert and keep the right customers, usually through SEO, AI search optimisation, website design, paid search and content. A good one reports on trials, demos and pipeline rather than traffic alone.
Is SEO worth it for a B2B SaaS company?
Yes, when it targets the searches where buying decisions are made, such as comparisons, alternatives and use cases. Broad educational content has its place, but it should come after the pages closest to revenue.
How do we get our software recommended by ChatGPT?
Be clearly described, consistently, across your own site and the wider web. That means clear use-case and comparison pages, pages AI crawlers can read without JavaScript, and mentions on review sites and trusted publications in your category.
Should a SaaS company publish its pricing?
Usually, yes. Buyers increasingly expect to compare before speaking to sales, and published pricing filters out poor-fit leads. We publish our own pricing for the same reason.
Do you have in-house SaaS experience?
Not years inside a software company, and we will not pretend otherwise. Our founder built our own AI marketing platform, and our deepest experience is in the B2B service sectors that many SaaS companies sell to.
Do you work with early-stage startups?
Yes, if the budget fits our minimum of 15 hours a month for three months. Early-stage companies often get the most from focused comparison content and AI search visibility before scaling paid channels.
Who is behind Lobo Digital?
A small London agency, on purpose. The person you brief is the person who does the work.
Marcus Lobow
Founder, Lobo Digital
Marcus has 10+ years in B2B marketing, seven of them in-house across facilities management and property. He holds an MSc in Management with Marketing from Birkbeck and runs every Lobo Digital account personally.
Lobo Digital Ltd is registered in England and Wales, company number 14627869, with a registered office at 128 City Road, London EC1V 2NX. Call 020 7167 8465 or email hello@lobodigital.co.uk.
Written and reviewed by Marcus Lobow. Last reviewed September 2026.
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