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When it comes to B2B software-as-a-service (SaaS) marketing, staying ahead of the competition requires more than just a great product. It demands strategic, creative, and digital marketing. This is where B2B SaaS marketing agencies come into play. These specialised agencies understand the unique challenges and opportunities within the SaaS industry and can help businesses navigate market dynamics, optimise their offerings, and drive sustainable growth.

At The Rubicon Agency, we’ve been in the trenches of tech marketing for over 25 years, and let me tell you, the landscape has never been more exciting – or more competitive. That’s why we’ve put together this comprehensive list of the Top 10 B2B SaaS marketing agencies that are making waves in 2024.

So, whether you’re a startup looking to scale quickly or an established business aiming to bolster your marketing strategy, the agencies we’ve handpicked have the expertise and experience to help you achieve your goals.

Sure, it may seem obvious to some, but here’s a quick rundown: A B2B SaaS marketing agency specialises in marketing strategies and services tailored specifically for SaaS companies that sell their products and services to other businesses. These agencies understand the intricacies of the B2B landscape and the unique needs of subscription-based products. 

  • Digital marketing: Harnessing digital channels like SEO, SEM, PPC advertising, and social media campaigns to amplify your online presence. By targeting specific audiences, these strategies drive engagement and help software companies connect with key decision-makers in a crowded market.
  • Content marketing: Producing a diverse range of engaging content—such as blog posts, whitepapers, videos, and infographics—that educates and informs potential clients. This approach builds trust, positions your brand as a thought leader in the software industry, and guides leads through the customer acquisition journey.
  • Website development: Designing and developing intuitive, responsive websites that effectively showcase your software solutions. Focusing on user experience and conversion rate optimisation, these websites not only look great but also turn visitors into loyal customers through strategically crafted landing pages.
  • Branding: Creating a compelling brand identity and messaging that resonates with investors, clients, and your own team. Effective branding ensures your SaaS company presents a consistent and memorable image across all platforms, strengthening brand recognition and loyalty.
  • Sales enablement: Equipping your sales team with powerful tools and materials—like persuasive pitch decks, insightful case studies, and impactful sales collateral. These resources enable your team to communicate the value of your software solutions clearly and effectively, boosting lead generation and conversions.
  • Strategic planning and consulting: Developing customised marketing strategies that align with your specific business objectives. Through expert consulting, agencies address the unique challenges of the software industry, ensuring your marketing efforts drive demand generation and support long-term growth.
  • Experiential events: Organising engaging events such as webinars, product launches, and industry conferences that deepen client relationships and elevate brand awareness. These experiences offer an interactive platform to demonstrate your software solutions and connect directly with your target audience.
  • Email marketing: Crafting targeted email campaigns that nurture prospects, engage existing clients, and strengthen relationships. By utilising marketing automation, agencies deliver personalised content that keeps your audience informed and encourages higher conversion rates.
  • Data analysis: Leveraging data analytics to monitor, assess, and enhance the performance of your marketing campaigns. Agencies provide valuable insights into key performance indicators, enabling continuous optimisation of strategies to maximise return on investment and achieve your business goals.

While this list isn’t everything, the agency should team up with you to uncover the challenges you’re dealing with before crafting a strategy.

Partnering with a B2B SaaS marketing agency can be a game changer for your business. Sure you could employ an internal team.

  • Focus on B2B: Marketing approaches for B2B and B2C are quite distinct. In B2B SaaS, marketers must contend with lengthy decision-making processes and various stakeholders. The effectiveness of an agency in guiding potential clients from lead generation to final decisions is crucial.
  • Niche expertise: B2B SaaS marketing agencies provide specialised knowledge in your industry, including expert understanding of emerging technologies like AI and machine learning. Their deep understanding of SaaS-specific challenges—such as subscription models, rapid scaling, and customer retention—allows them to craft targeted marketing strategies that effectively engage your audience.
  • The right strategy: A seasoned B2B SaaS marketing agency understands the growth stages of SaaS businesses and tailor strategies for each phase, from attracting early adopters to nurturing established customers. If you’re a SaaS start-up, check out our CMO investment challenge to see how you stack up on your marketing investment maturity path.
  • On-demand skills: SaaS vendors don’t always have the right skills on their bench. Using an specialist agency allows SaaS brands to bridge this gap and access skills that can bolster internal resources.

Marketing a B2B SaaS product is no walk in the park. Unlike traditional products, SaaS solutions are complex, always changing, and often need to win over multiple decision-makers. Here are the core challenges that SaaS marketers face—and why a specialised approach is essential to overcome them:

Standing out in a crowded market

The SaaS landscape is more competitive than ever. With thousands of companies vying for attention, differentiating your product can be a struggle. Effective SaaS marketing demands a clear, compelling value proposition that cuts through the noise. Agencies with deep SaaS experience can help crystallise your message to showcase why your product matters.

Driving high-quality leads

Not all leads are created equal. For SaaS companies, it’s not just about volume—it’s about generating qualified leads who are ready to convert. Targeted content, account-based marketing (ABM), and data-driven campaigns are key to identifying and attracting high-value prospects. A skilled B2B SaaS agency can help streamline this process, ensuring you reach the right people, not just a large number of people.

Navigating long sales cycles

B2B SaaS often involves lengthy decision-making processes, with multiple stakeholders and approval stages. Keeping leads engaged throughout this journey requires consistent, strategic touchpoints—from nurturing campaigns to high-value content that addresses specific pain points. SaaS-focused agencies understand this challenge and can tailor multi-stage strategies to maintain momentum and prevent prospects from dropping off.

Reducing churn and retaining customers

Growth isn’t just about acquiring new customers—it’s also about keeping the ones you have. SaaS businesses face the constant threat of customer churn, especially as competitors launch new features or offer lower prices. A strong marketing strategy includes retention-focused initiatives like customer education, personalised communication, and feature adoption campaigns to ensure your customers see ongoing value in your product.

Balancing rapid growth with sustainable spend

Many SaaS companies feel pressured to grow fast, but scaling quickly can lead to inefficient spend and poor ROI. Striking the right balance between aggressive customer acquisition and sustainable, cost-effective growth requires strategic budget allocation. Partnering with an experienced B2B SaaS marketing agency can help optimise your spend, ensuring you scale effectively without burning through resources.

Addressing these challenges requires expertise, a tailored approach, and the ability to adapt on the fly—qualities that the best B2B SaaS marketing agencies bring to the table.

Selecting the right B2B SaaS marketing agency is a critical decision that can significantly impact your business’s trajectory. Here are five key factors to consider that will ensure you make an informed choice:

  1. Industry experience: Look for an agency with a proven track record in B2B SaaS marketing. Their familiarity with the industry’s unique challenges and nuances will enable them to devise strategies that align with your specific objectives.
  2. Holistic service offering: Opt for an agency that provides a comprehensive suite of services, from content marketing to lead generation. This will ensure a cohesive strategy where all marketing efforts are interconnected, maximising your return on investment.
  3. Case studies and success stories: Request case studies and testimonials from previous clients. In fact, they should be eager to share them. An agency that showcases tangible results from successful campaigns demonstrate their ability and commitment to driving growth for businesses like yours.
  4. Alignment with your goals: This kind of goes without saying, but assess how well the agency understands your business goals and how they plan to achieve them. A transparent, consultative approach where your objectives are prioritised will lay the groundwork for a productive partnership. This will usually involve a series of workshops.
  5. Cultural fit: Evaluate the agency’s culture and values to ensure they resonate with your own. A strong alignment in communication styles and business philosophies can foster a more collaborative and effective working relationship.
  6. Pricing: Agencies can vary widely in cost and pricing models—some justify higher fees due to extensive experience and comprehensive services, while others might be more affordable for early stage startups or smaller businesses. We cover this in more detail in the next section.

We deal with too many clients that have compromised on one or more of these and have it come back to bite them in the future. This checklist should help you avoid falling into the same trap.

Comparing common engagement and pricing models

  • Flat monthly retainer: A fixed monthly fee for a predefined set of services, providing consistent support and predictable costs. Ideal for businesses seeking ongoing marketing efforts with stable budgeting and long-term partnerships.
  • Project based: Fees determined for each task with specific deliverables and timelines, offering flexibility without a long-term commitment. This is often suitable for brands needing assistance with specific campaigns or one-off projects.
  • Performance-based model: Agency fees are tied to achieving specific performance metrics like lead generation or conversion rates, aligning incentives with results. Best for businesses focused on outcomes and willing to share risks and rewards with the agency.
  • Tiered pricing: Different service packages offered at varying price points, allowing selection of the level that fits your needs and budget. Good for businesses looking for scalable options that can adjust as their requirements evolve.
  • Credit based: Purchase credits in advance to use for various services as needed, providing flexibility and control over resource allocation. Useful for companies wanting the freedom to access a range of services on demand without a fixed commitment.

When partnering with a B2B SaaS marketing agency, selecting an engagement and pricing model that aligns with your business’s needs and goals is crucial. Different models offer varying levels of flexibility, risk, and commitment, making some more suitable for certain businesses than others based on their stage of growth and objectives.

Description

With 30 years of experience, The Rubicon Agency is a leading B2B tech marketing agency. We specialise in strategic content, proposition development, thought leadership, and demand generation for tech brands making the transition to as-a-Service models, in addition to native SaaS vendors. Specialising in SaaS solutions with intricate services, we support both challenger brands driving disruption and established companies navigating it.

Year founded: 1998 

Team size: 11-50 employees 

Key services: Strategic content, brand strategy, digital lead generation, account-based marketing, corporate comms, Product marketing, SEO, PPC, email, social, web development, video marketing. 

Notable clients: Cisco, Five9, VMware. 

Industries served: SaaS, Cyber Security, Cloud & AI, Engineering and Services, Infrastructure, Platforms 

Siege Media website screengrab

Description

Siege Media is a top-tier B2B SaaS marketing agency that excels in driving engagement, qualified pipelines, and maximising conversions for both B2B and B2C SaaS companies. With a 100% remote team spread across the globe, Siege Media has a global reach and a diverse team of experts. They’re known for their keyword-driven content generation that improves rankings, organic traffic, and conversions. 

Year founded: 2012 

Team size: 100+ employees 

Key services: Content strategy, digital PR, SEO, blog writing and graphic design. 

Notable clients: Zapier, Zendesk, and HubSpot. 

Industries served: SaaS, Fintech, and E-commerce. 

Single Grain website screengrab

Description

Single Grain is a full-service digital marketing agency that specialises in driving Monthly Recurring Revenue (MRR) and user acquisition for B2B SaaS companies. They excel at delivering customised, business-changing SaaS marketing strategies that enhance online presence, drive customer growth, and ensure long-term success for your brand. Their team of SaaS marketing experts create customised strategies for your brand using a variety of contemporary SaaS marketing services to drive more site traffic, target the right leads, convert them into platform trials or demos, and ensure that they become paying customers. 

Year founded: 2009 

Team size: 11-50 employees 

Key services: SEO & Content Marketing, PPC: Google & Facebook Advertising, Conversion Rate Optimisation. 

Notable clients: Nextiva, Drift, and OptinMonster. 

Industries served: SaaS, Education, E-commerce, Crypto. 

Velocity Partners website screengrab

Description

Velocity Partners is a B2B marketing agency located in Richmond, UK. They specialise in driving business outcomes through an integrated approach that combines strategy, creative, and performance. Established in 2000, Velocity Partners has a proven track record of assisting tech clients in building B2B content marketing programs, leveraging their expertise in strategy, positioning, branding, digital marketing, content creation, and SEO services. 

Year Founded: 2000 

Team Size: 51-200 employees 

Key Services: Content marketing, design, visual identity and UX, branding, strategy and positioning, SEO, marketing ops, social, PPC. 

Notable Clients: DemandBase, SalesForce, WorkDay. 

Industries Served: Saas, IT, Platform. 

Bay Leaf Digital website screengrab

Description

Bay Leaf Digital is a results-driven SaaS marketing agency based in North Texas. They specialise in providing predictable growth for the companies they work with. With a proven track record of success for companies across the United States and Canada since 2013, Bay Leaf Digital is known for building brand awareness and generating qualified leads for every SaaS from startups establishing product market fit to global enterprises seeking to stand out in a crowded marketplace. 

Year founded: 2013 

Team size: 11-50 employees 

Key services: SEO, SEM, paid social, and content marketing, marketing automation, marketing strategy. 

Notable clients: Intuit, MeazureUp, TrueFort 

Industries served: SaaS. 

6. Kalungi

Kalungi website screengrab

Description

Kalungi is a B2B SaaS marketing agency that provides growth-as-a-service and marketing services for fast-growing B2B SaaS technology companies. They are 100% focused on delivering growth through marketing execution for B2B SaaS Companies. They help software entrepreneurs and ventures that don’t have the time or expertise to build an in-house marketing team. 

Year founded: 2018. 

Team size: 51-200 employees 

Key services: SEO, content marketing, paid media, CRM optimisation, GTM strategy and workshops, sales materials, ABM. 

Notable clients: CPGvision, Aware360, DataGuard. 

Industries served: SaaS. 

7. NoGood

Description

NoGood is a growth marketing agency based in NY, SF, and LA. They are a team of resourceful growth marketers, creatives, and data scientists who help unlock rapid growth for some of the world’s most iconic brands. They are specialised in B2B SaaS, and eCommerce brands. They focus on producing clear results and growth ROI. 

Year founded: 2017. 

Team size: 50-100 employees. 

Key services: SEO, CRO, SEM, PPC, display, programmatic, email marketing, ad creative, attribution reporting. 

Notable clients: Microsoft, Intuit, Clearbit 

Industries served: Retail, Consumer Tech, Gaming, Healthcare, B2B, SaaS, DTC.

Fox Agency website screengrab

Description

Fox Agency is an integrated marketing and PR agency for global B2B technology brands and specialise in SaaS. They are on a mission to help brands grow, expand, transform, accelerate, go-to-market, and create change. They have offices based in London, Leeds, New York and Dusseldorf. 

Year founded: 2001. 

Team size: 50-100 

Key services: Marketing research, content marketing, video, strategy, creative, PPC, SEM and PR. 

Notable clients: Gamma, ABB, Beyond Now 

Industries served: Saas, FinTech, Telco & IT, Automotive, IT, Cloud. 

Omniscient Digital website screengrab

Description

Omniscient Digital is a specialised content marketing and SEO agency focused on helping SaaS companies achieve measurable results through a data-driven approach. They are dedicated to enhancing online visibility and driving traffic through high-quality content and analytics. 

Year founded: 2019

Team size: 11-50

Key services: Content marketing, SEO, link building, data analytics. 

Notable clients: Jasper, Adobe, SAP 

Industries served: SaaS 

Ninja Promo website screengrab

Description

Ninja Promo is a digital marketing agency specialising in content creation, social media management, and influencer marketing. With a focus on driving brand awareness and engagement, they leverage innovative strategies to help businesses grow. Their team combines creativity with data-driven insights to deliver measurable results for their clients. 

Year founded: 2017 

Team size: 51-150 

Key services: Content marketing, social media, website development, email marketing, SEO, PR, influencer marketing. 

Notable clients: Innowise, Ultron, PolkaDdot

Industries served: Fintech, Crypto, SaaS, esports, eCommerce. 

So, you’ve chosen which B2B SaaS marketing agency you want to work with. But how do you make sure this relationship thrives? 

  • Set clear goals and expectations: You wouldn’t set off on a trip without knowing your destination, right? So, define your marketing goals, agree them with your team and share them with the agency. For instance, are you aiming for world domination, or just a bit more website traffic? Whatever it is, make sure the agency knows it too.
  • Chit-chat and feedback: Communication is key. Don’t be shy to share your ideas, and be ready to listen to theirs. They’re the experts after all.
  • Measuring success and ROI: To determine if your marketing strategies are effective, measure your KPIs. These will depend on your goals, but might include website traffic, conversion rates, sales qualified leads, monthly recurring revenue, and churn rate. Regularly reviewing these metrics will help you assess performance and optimise your campaigns for better results.

The B2B SaaS marketing landscape is changing fast. It’s important for SaaS businesses, and their partners, to understand what these changes are, and how to navigate them. Otherwise, they risk falling behind.

  • AI and machine learning: AI and machine learning are now mainstream in marketing, with 82% of SaaS companies having invested in AI technology, according to PoweredBySearch. Leveraging AI tools like ChatGPT can create content, optimise strategies, personalise customer experiences, the list goes on.
  • Personalisation: 72% of B2B customers expect personalised content during the purchase journey according to Forrester. Using AI and data analytics, businesses can now efficiently craft marketing messages that resonate on an individual level to drive higher engagement and loyalty.
  • Video marketing: Video content is a powerful tool for engaging and educating your target audience, and it’s on the up. With 26% of marketers plan to increase spend on video in the next year, according to PoweredBySearch Whether it’s explainer videos, product demos, or customer testimonials, video marketing enhances your storytelling and provides a dynamic way to connect with your audience.

And there you have it, folks! We’ve journeyed together through the landscape of the Top 10 B2B SaaS Marketing Agencies in 2024. Each one unique, each one a powerhouse in its own right.

From innovative strategies to exceptional customer service, these agencies have shown what it means to be at the forefront of the B2B SaaS marketing world.

Remember, choosing the right agency is about finding the perfect fit for your business. It’s about partnering with a team that understands your vision, shares your passion, and has the expertise to turn your goals into reality.

So, whether you’re a startup looking for your first marketing partner, or an established company seeking fresh perspectives, we hope this list serves as a valuable starting point in your search.

Think you might need some expert help? Discover how our specialised services can elevate your B2B tech marketing strategy and build your pipeline.

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