The software as a service (SaaS) market continues to thrive. It’s projected to become a $716.52-billion market by 2028, indicating a CAGR of 27.5%. In the US alone, the market is expected to have a CAGR of 11.2% from 2022 to 2028.
One of the main drivers of its surging popularity is the public’s increased adoption of cloud-based solutions.
The global pandemic also played a role in the industry’s rapid growth, as many enterprises opted to use such platforms and services for facilitating hybrid or WFH setups during lockdowns. Furthermore, the increased adoption of cloud-integrated AI solutions to enhance productivity and efficiency contributed to the increased demand for and growth of the SaaS industry.
As demand for SaaS solutions continues to grow, SaaS companies must have effective marketing strategies in place for them to expand their reach, drive sales, generate more revenue, scale operations, and stay ahead of the competition.
Marketing something intangible, such as a cloud-based solution, can be a tough challenge, even for some more established businesses.
In this article, we’ve rounded up some of the leading B2B SaaS marketing agencies for 2023. We’ll also look into what each one offers and how these agencies can help SaaS companies optimize their strategies and get the best results.
What Is a B2B SaaS Marketing Agency?
A B2B SaaS marketing agency specializes in helping SaaS companies market their SaaS products more effectively, generate qualified leads, drive conversions, retain customers, and implement the right strategies to fuel growth.
Moreover, a good B2B SaaS marketing agency typically has extensive experience and industry knowledge in marketing, mainly for SaaS companies, and can give your organization access to insights to help you improve and grow your business.
What Do B2B SaaS Marketing Agencies Do?
Not all B2B SaaS marketing agencies have the same services. Some are full-service agencies, while others focus on addressing specific pain points.
Depending on the type of B2B SaaS marketing agency you want to partner with, it can help you with SaaS SEO and content optimization, web design and development, brand building, PPC, paid social ads, and email marketing.
A B2B SaaS marketing agency can help you execute SaaS influencer or affiliate marketing campaigns, grow traffic, increase signups, activations, and conversions, and analyze marketing data.
Furthermore, it can help companies offer their customers personalized and unique experiences while implementing custom solutions that grow engagement, attract new clients, and retain existing ones. One of the most significant advantages of working with a B2B SaaS marketing agency is that it can help you better relay your business value proposition to your audience. For instance, an agency can help you create targeted content or an optimized landing page that can drive conversions and sales.
How Much Do B2B SaaS Marketing Agencies Charge?
The costs for hiring a B2B SaaS marketing agency can vary significantly and often depend on factors like the type of services and the level of assistance you need.
Some agencies can charge you around $10,000, while others can go north of $45,000-$50,000.
A good rule of thumb when budgeting for a B2B SaaS marketing agency is that your budget should take up around 5%-12% of your total revenue. Note that your budget will also depend on your organization’s current stage.
For instance, if you’re running a startup, you may not have a lot of resources yet. However, given that you need to establish your brand and your position for growth, you may want to allocate around 10%-20% of your total revenue to SaaS marketing.
For growing companies, a good ballpark figure would be around 10%-15% of your revenue. For established companies, somewhere around 5%-10% of your gross income would be an excellent place to start.
Top 10 B2B SaaS Marketing Agencies for 2023
Our list of the leading B2B SaaS marketing agencies includes a mix of full-service agencies and agencies specializing in demand generation, SEO, PPC, inbound marketing, growth marketing, and web design. Furthermore, these agencies work with B2B SaaS companies spanning a range of industries, including tech startups, consumer goods, and financial services.
Coinbound
Coinbound is a SaaS and Web3 marketing agency offering SaaS marketing services for B2B companies. As a B2B SaaS marketing agency, Coinbound brings in-depth industry expertise to help SaaS companies develop and execute their public relations strategy, optimize content for search, and create and manage optimized content, among other services.
Coinbound has worked with companies such as eToro, MetaMask, Nexo, Versify, Gilded, and CoinStats. Since 2018, Coinbound has established itself as a leader in the SaaS marketing space and has gotten coverage from top media companies such as TechCrunch, Forbes, Entrepreneur, Business Insider, and more.
Location: New York
Pricing: Contact Coinbound for pricing
Other Services Offered:
- Influencer marketing
- Paid media
- PPC
- Social media marketing
Bay Leaf Digital
Bay Leaf Digital is an award-winning B2B SaaS marketing agency that focuses on helping SaaS companies grow with data-driven strategies and solutions. Founded in 2013, this full-service digital marketing agency serves global clients and offers services such as SaaS content marketing, B2B SaaS analytics, PPC and retargeting, and SaaS social media marketing.
Over the years, Bay Leaf Digital has worked with some of the world’s top companies, including Intuit, Angie’s List, Kabbage, and Acctivate.
Location: Bedford, Texas
Pricing: Contact Bay Leaf Digital to get a custom quote
Other Services Offered:
- SaaS marketing automation
- SaaS SEO and marketing strategy
- HubSPot management
- Website refresh and maintenance
Kalungi
Kalungi is a full-service B2B SaaS marketing agency that offers an outsourced B2B SaaS marketing team with a fractional CMO. It specializes in helping SaaS companies build effective marketing strategies and infrastructure and achieve T2D3 (triple, triple, double, double, double). Companies that work with Kalungi can access services, such as having a fractional SaaS marketing team, a SaaS CMO coach, and a fractional CMO.
As a B2B SaaS marketing agency that’s been around since 2018, Kalungi has worked with companies such as MediaPRO, LeadCrunch, Beezy, Fraxion, Acumatica, and Atera.
Location: Seattle, Washington
Pricing: Contact Kalungi for pricing
Other Services Offered:
- Start – Ideal for companies looking for a fractional CMO and transforming their Minimum Viable Product into a Product Market Fit
- Scale – Designed for companies that want to scale their growth and tap into growth marketing leadership services
- Profit – Suitable for SaaS companies that have changing marketing needs, as well as companies that want to access broad market adoption
NoGood
NoGood is a marketing agency that focuses on growth hacking.
It has worked with some of the world’s biggest companies, including Fortune 500 brands like Amazon, P&G, Citigroup, and Nike. Aside from Fortune 500 companies, NoGood is the growth partner of startups and scale-ups.
As a growth marketing agency, NoGood offers services such as SEO, content marketing, SEM, PPC, CRO, social ads, and performance branding. The agency focuses on helping B2B SaaS companies achieve sustainable growth through tactics that include rapid experimentation, customer persona research, landing page building, and competitor and marketing analysis, among other B2B SaaS-focused marketing tactics.
Location: New York, New York
Pricing: Contact NoGood for pricing
Other Services Offered:
- Email marketing
- Video marketing
- SMS marketing
Roketto
Roketto is a full-funnel inbound marketing agency recognized by Clutch as one of Canada’s Top Digital Agencies in 2020. But, more than just an inbound marketing agency, Roketto is also a web design agency that helps B2B SaaS companies scale their operations through its full-funnel approach.
As a B2B SaaS marketing agency, Roketto offers its clients access to an account manager, marketing strategist, implementation team, 12-month marketing plan, editorial calendar, and weekly status calls. Some of Roketto’s clients include Integricare, Keats School, Speedy Search, and The Garage Sale – Luxury Orchard Estate.
Location: Kelowna, British Columbia
Pricing: Contact Roketto for pricing
Other Services Offered:
- Google Ads (AdWords)
- SEO
- Content marketing
- HubSpot inbound marketing services
Refine Labs
Refine Labs leverages research and development to help B2B SaaS clients generate demand. As a full-service digital marketing, it offers research-backed strategies, a proprietary measurement infrastructure, infrastructure assessment, and delivering optimized creative assets.
Refine Labs follows a holistic approach to demand generation. When you work with Refine Labs, its team of experts will help transform your mindset by educating your teams on effective demand approaches and strategies and building a plan for creating, capturing, and converting demand.
From there, Refine Labs will help you develop a new measurement model for your performance. Lastly, Refine Labs equips businesses for growth by creating new strategies, optimizing current programs, and executing current or new growth programs.
Some of Refine Labs’s clients include Harness, Dandy, BeyondTrust, Seon, Algolia, and Cognism.
Location: Boston, Massachusetts
Pricing:
- Strategy – starts at $19,000 per month
- Execution – starts at $27,000 per month
- Transformation – starts at $34,000 per month
If you need a custom solution, contact Refine Labs for pricing.
Other Services Offered:
- Digital Marketing
- Web development
- Analytics
- Content strategy
- Email marketing
- Revenue operations
- Marketing automation
Inturact
Inturact is a B2B SaaS marketing agency that offers full-service marketing solutions, including web design, growth consulting, product marketing, inbound marketing, and content marketing. It follows a data-driven product-led approach to help clients scale their businesses.
When working with Inturact, you can access additional services, such as done-for-you data setup and analysis, a custom growth playbook, full team alignment, SaaS growth experts, and proactive communication through weekly calls, daily messages, and playbook comments.
Some of Inturact’s clients include Taggg, Silvertrac Software, Airstack, Freshworks, and MarkUp.
Location: Houston, Texas
Pricing: Contact Inturact for pricing
Other Services Offered:
- SaaS user onboarding
- B2B SaaS consulting
- JTBD (Jobs To Be Done) for SaaS
- Growth hacking
- Data analytics
SmartBug Media
As a full-service digital agency, SmartBug provides clients with solutions for demand generation, revenue operations, eCommerce marketing, and paid media, among other services. It’s also an award-winning agency recognized as HubSpot’s North America Partner of the Year in 2021. SmartBug also received several MarCom awards from 2017 to 2020 and was named one of INC.5000’s Fastest Growing Private Companies in 2022.
SmartBug specializes in inbound marketing. Its various marketing strategies have helped clients, such as the First State Community Bank, VectorUSA, Axians, Spotlight Cloud, and Ashling Partners, grow their engagement, generate leads, drive website traffic, grow conversion rates, and increase revenues.
Location: Newport Beach, California
Pricing: Contact SmartBug for pricing
Other Services Offered:
- Web design
- Sales enablement
- Creative and branding
- SEO
- Public relations
- Video marketing
- Integrations
- HubSpot implementations
- One-time projects
Lean Labs
Lean Labs is a B2B SaaS marketing agency that works exclusively with SaaS and tech brands, helping them scale their lead generation efforts and drive customer acquisition. Over the years, the agency has helped clients achieve 10x growth in a relatively short period and enjoy as much as a 22% quarterly growth rate.
Lean Labs has worked with several clients, including HubSpot, RocketSpace, High Fidelity, Atlantech Online, and SentryOne. It has also been mentioned in media, such as the Search Engine Journal, HubSpot, Forbes, and Neil Patel. Its range of full-funnel customer acquisition services includes lead generation, growth marketing, and website design.
Location: Tampa, Florida
Pricing: Lean Labs’ pricing varies, depending on your priority and your website’s gross revenue over the past year. Get a more comprehensive view of its pricing plans here and schedule a growth mapping session here.
Other Services Offered:
- Conversion rate optimization
- Growth mapping session
- Inbound marketing
- Organic marketing
Hey Digital
Hey Digital helps B2B SaaS clients drive pipeline growth and revenue through optimized full-funnel campaigns, effective landing pages, and other digital marketing and paid advertising solutions.
It leverages critical metrics, such as demo requests and free trials, when creating paid acquisition campaigns to help clients grow their MRR (monthly recurring revenue). Moreover, Hey Digital aids clients in crafting an effective growth plan through strategy and growth consulting services. Some of the SaaS companies that the agency has worked with include Hotjar, Pitch, CXL, Mailjet, and Stream.
Location: Tallinn, Estonia
Pricing: Get in touch with Hey Digital for pricing
Other Services Offered:
- Paid media
- Conversion rate optimization
- Dedicated landing pages
- Multi-channel ad creatives
- Video ads
B2B SaaS Marketing FAQs
What is B2B SaaS Marketing?
In a nutshell, B2B SaaS (business-to-business software as a service) marketing is selling an intangible service, often a cloud-based subscription service, to other businesses. Some standard SaaS solutions marketed to companies for streamlining operations include project management software, CRM tools, and marketing automation software.
What should I take into account before working with a B2B SaaS Marketing Agency?
Before working with a B2B SaaS marketing agency, you need to consider the following:
- Your company’s needs. Each B2B SaaS marketing agency offers an array of different services. What you’re looking for in an agency will ultimately depend on your organization’s specific needs.
- Your budget. Your budget will play a significant role in choosing an agency to work with. Prior to setting a budget, you must have already determined clear, realistic, and measurable goals. This way, it would be easier for you to find an agency that fits your needs and budget.
- Your audience. Knowing who your customers are, where they come from, and what their behaviors are allows you to better understand them and their pain points. This, in turn, can help you focus on targeting the right audience and develop more apt solutions to their problems.
- The agency’s reputation. Research and learn more about an agency’s past clients and projects. Check reviews or their website to see if they’ve worked on something similar to the services you need. Also, check their experience to see if they’ve worked within your B2B niche and how long it usually takes them to deliver results. See if they’ve published case studies relevant to your needs or interests.
- Clear communication. When assessing B2B SaaS marketing agencies, you need to be able to communicate with them clearly. This means that the agency has the right people on board who can discuss issues and implement potential solutions clearly and effectively. Poor communication between you and the B2B SaaS marketing agency can hamper growth and adversely affect your client relationship.
What are some of the B2B SaaS Marketing strategies that are worth trying out in 2023?
Some of the effective B2B SaaS Marketing strategies worth looking into in 2023 include:
- SaaS content marketing
- SEO marketing
- SaaS PPC campaigns
- Free and risk-free trials paired with an easy signup process
- Leveraging social media
- Utilizing SaaS review sites
- Email marketing
Wrapping Up
Working with a B2B SaaS marketing agency allows businesses to scale faster and more effectively. Aside from helping B2B SaaS companies create optimized content, websites, and creative assets, a good B2B SaaS marketing agency leverages its industry knowledge and experience to craft strategies and implement solutions that can help businesses build their brand, establish its position in the market, expand reach, generate qualified leads, increase conversion rates, and boost revenue.
