Positioning and messaging
A clear story about what sets your software apart, so buyers can see why you're the right choice in a crowded category.
SaaS
Strategic Marketing for SaaS Companies That Need Buyers to Choose Them
We help founder-led and investor-backed SaaS companies build a steady flow of sales-qualified leads and earn the trust buyers need to pick a newer name over an established one.
01 The Difference
Your Buyers Have Already Done Their Homework
SaaS companies compete in crowded categories where every vendor makes similar claims, so buyers struggle to tell the options apart. Sales cycles are long, and several people weigh in before a contract is signed. When marketing and sales see a good lead differently, promising prospects slip away, and the cost of winning each new customer keeps climbing. Investor expectations to grow fast make all of it more urgent.
The cold calls and outreach that used to fill the pipeline now get lost. Buyers see too many messages across too many channels, and generic outreach rarely feels relevant to them. AI tools can answer their specific questions on demand, so they research and compare software on their own long before they talk to a salesperson.
That raises the stakes on things many SaaS companies underrate. Your website has to answer a buyer's questions and let them move forward on their own schedule. You need a consistent plan for showing up when buyers ask ChatGPT, Google, and similar tools for recommendations. And your brand matters. Lead generation comes first, but a clear, memorable story is what puts you on a buyer's radar early and keeps them moving toward a decision. The companies that tell a better story often win.
02 Who We Serve
Built for SaaS Companies With Something to Prove
Most of our SaaS clients have $3 million to $20 million in revenue. Some are founder-led and others are investor-backed, typically through Series A. Many are in ed-tech and fin-tech, and most want to grow by winning new customers.
Who they sell to depends on the product. Fin-tech companies often sell to CFOs, who want to know the software is accurate, secure, and works with the financial systems they already use. Ed-tech companies often sell to people leaders, such as heads of HR or learning and development, who want to know employees will actually use it.
Either way, the buyer's reputation rides on the decision. Many of our clients are newer or smaller companies competing against established brands, so buyers need to be very sure before they recommend and sign with them. Our job is to give them that confidence.
We also help clients grow revenue from the customers they already have, through upgrades, add-ons, and renewals.
Selling technology products or IT services rather than subscription software? See how we work with technology companies.
03 Our Approach
A Program Built to Earn Trust and Bring In Qualified Leads
We start by learning your product, your buyers, and how they decide. You get a written plan by week six, with programs running by week eight. Every piece of the plan is chosen to move buyers toward a decision, and we recommend what you need before you have to ask for it.
Brand that looks the part
Where it's needed, we refresh your visual brand so you look credible next to established competitors and connect with the people you're trying to reach.
Sales materials and support
Demos, case studies, comparison pages, and proposals planned around what will move your deals forward.
Credibility beyond your own website
We get you in front of the industry analyst firms, such as Gartner and Forrester, and the publications that cover your software category, and we build your presence on review sites like G2. Buyers often check these sources before they build a short list.
Showing up in Google and AI search
When buyers research on their own, your company needs to appear in the answers. We build your website and content so search engines and AI tools can find you and recommend you.
Our team works with AI every day, so you get the benefit of that experience without having to figure out AI for marketing yourself.
Adding a Self-Service Path
Let Buyers Try Your Product While Your Sales Team Focuses on Bigger Deals
Many of our SaaS clients want to give buyers a way to sign up and try the product on their own, alongside the sales team. It works when marketing, product, and sales agree on how the path runs and who owns each step. We help you put those pieces in place.
Decide who goes where
Together we define which buyers are a good fit for self-service, usually smaller accounts, and which go straight to your sales team. That keeps the two paths from competing for the same customers.
Build the website for the do-it-yourself buyer
Clear plan and pricing information, a short product tour, and a simple way to sign up, so buyers can move forward without waiting for a call.
Get new users to value quickly
We work with your product team on the first experience after sign-up. Marketing writes the welcome emails and in-app guidance, and product builds the steps that help new users reach a result fast.
Bring in sales at the right moment
We agree with your sales team on the signals that show a self-service user is ready for a conversation, such as how often they use the product or how many colleagues they invite, and set up your CRM to route those users to the right rep.
Track the same numbers
Marketing, product, and sales follow one shared set of numbers, from sign-ups to paying customers, so everyone can see what's working.
Client Results
Verb: An Ed-Tech Company Finds a Steady Flow of Qualified Leads
Verb, an ed-tech company with a leadership development platform, had signed big-name early customers and closed its Series A. But its outreach depended on the CEO's network and cold calls, and the pipeline dried up. We connected its marketing and sales systems so every lead could be tracked, built new messaging that set Verb apart from competitors, and launched its first program to attract and follow up with buyers, including an online product preview that let website visitors see the platform before booking a demo.
118
Inbound demo requests
Up from zero in the first six months
87
Sales-qualified leads
In the first six months
28
Sales opportunities
In the first six months
$1.3M+
Potential annual recurring revenue
Across those 28 opportunities
Verb began generating marketing-driven leads for the first time and hit its quarterly sales targets.
Also See
Epoch Solutions Group: Competing Against Salesforce
Epoch sells a field workforce platform to utilities, where decisions can take one to three years and involve many people. Our program generated nearly 1,400 leads in a year, and the company's revenue more than doubled.
04 The People
Led by People Who Have Run SaaS Marketing From the Inside
Our SaaS clients are led by Jennifer Durishin and Lisa Hannah. Jennifer has more than 20 years of marketing experience and has led marketing at venture-backed B2B SaaS companies, building the function from the ground up and reporting to CEOs and boards. She began her career selling to CFOs. Lisa brings more than 25 years of marketing leadership across SaaS, software, and technology companies, including roles as VP of Marketing and interim CMO, and has taught marketing at the graduate level.
They know what it takes to build a steady flow of sales-qualified leads, because they've been accountable for it themselves.
Our Clients Say it All
Marketri set the foundation for a solid marketing strategy and helped us implement useful marketing tech platforms. The team had effective communication through stand-up meetings that helped with goal alignment. Moreover, they were resourceful, adaptable, and integrated well with our team, while driving results.
Suzi Sosa
CEO & Founder, Verb Inc.
It’s been a seamless integration, where we feel like the Marketri team is another department in our organization, and it’s not at all like a vendor-customer relationship. We’re working toward a common goal, side by side.
James Street
CEO, Epoch Solutions Group
Let's Work Together
Tell a senior Marketri leader about your growth goals, your go-to-market motion, and where your pipeline comes from today. After the call, we'll follow up with the constraint we'd fix first and one to three next moves.
Frequently Asked Questions
Most likely, yes. Most of our SaaS clients have $3 million to $20 million in revenue and are founder-led or investor-backed through Series A, including many in ed-tech and fin-tech. Our SaaS work is led by marketers who have run marketing inside software companies, so you won't spend time teaching us how your business works.
Our SaaS programs usually start around $10,000 a month, since most SaaS companies have aggressive growth goals. Your investment depends on those goals and how fast you want to grow. Advertising, software, and event costs are separate.
Benchmarks give a starting point. SaaS Capital's 2026 survey of more than 1,000 private B2B SaaS companies found a median marketing spend of 8% of annual recurring revenue, and Benchmarkit found that companies under $5 million in revenue spend about 14%. Companies growing quickly usually spend more than the median. We build your budget from your growth targets rather than a percentage alone.
You get a written plan by week six, with programs running by week eight. How quickly leads follow depends on your market and starting point. For Verb, the program produced 87 sales-qualified leads in its first six months.
At your stage, a fractional CMO gives you senior strategy and a full team of specialists for less than the cost of one senior hire. When it makes sense to bring marketing leadership in-house, we'll tell you, help you hire, and work alongside your team.
Yes. We work with your product and sales teams to decide which buyers should sign up on their own, build your website for those buyers, and set up the handoff to sales when a self-service user is ready for a conversation.
Closely. We agree with your sales team on what makes a lead worth their time, set up your CRM so leads move to the right rep, and report on the leads, opportunities, and revenue marketing produces. We're a HubSpot Platinum Solutions Partner and also work in Salesforce.
Insights for SaaS Companies
Case StudyMarketri supports a SaaS provider on its path to accelerate growth
~1,400 leads generated in 2022 at a cost per lead well below target, in a niche market with a deliberately limited number of buyers.
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