After working with 100+ B2B SaaS brands, we have put together our learnings so you don't have to make the same mistakes. Tactical how-tos, practical templates, and hard POVs on where paid media is headed.
Most ABM strategies aren't failing because of bad targeting. They're failing because teams try to run them at full scale before proving the model works. I sat down with Andrei on the Demand podcast to talk through the account tiering framework and pilot structure that fixes this, and why lead scoring was never built to answer the question teams are actually asking of it.
"Demand gen" has sadly become synonymous with lead generation and performance marketing. But the best agencies still understand that brand preference and demand capture are complementary, not competing. This guide breaks down how the top demand gen agencies work and why it's so important to be philosophically aligned before getting sold on the word "demand gen".
ChatGPT has 900 million weekly active users, but ads only reach the 19% on the free tier. Our own poll found that 74% of SaaS marketers are already on paid plans, meaning most of your ICP has already opted out before you spend a dollar.
Google Ads isn’t getting worse. It’s getting more selective. As AI Overviews and LLMs absorb low-intent searches, CTRs are falling while CPCs continue to rise, leaving advertisers competing for a smaller pool of higher-intent buyers. The marketers winning in this environment are shifting from a volume mindset to a precision strategy built on tighter campaign structure, stronger measurement, and a focus on commercial-intent keywords.
Most B2B SaaS brands run LinkedIn Ads the wrong way, chasing demos from buyers who aren't ready, over-indexing on senior titles, and then blaming the channel when pipeline doesn't follow. After working with 200+ B2B SaaS brands, the pattern is clear: LinkedIn is a brand-building channel first, and direct-response second. The brands that win accept a longer measurement horizon, build presence with their ICP before those buyers are in-market, and use CRM data to validate targeting rather than gut instinct.
A recent report from SocialInsider found that LinkedIn video views declined 36% year-over-year, but that doesn’t necessarily mean video is “dying.” The reality is that content supply is exploding across the platform while user attention remains finite, similar to what happened with streaming services like Netflix and Disney+ where more content fragmented attention rather than eliminating demand. The brands adapting best aren’t abandoning video; they’re diversifying formats and optimizing for deeper engagement instead of chasing raw view counts.
We are a paid media agency, which puts us in a strange position writing a guide like this. We are going to try to be genuinely useful anyway. Read it, use it, and if Omni Lab ends up on your shortlist, we are happy to be pressure-tested by it.
Optimizing paid media in a low-conversion environment starts with accepting that traditional testing frameworks were not built for B2B. When monthly conversions across your campaigns are in the single digits, chasing statistical significance slows you down more than it helps you. The better approach is directional confidence: consolidate the budget, extend testing timelines, and layer in micro-conversion signals to optimize against while your actual pipeline data catches up.
If CAC is rising, it’s often not just a channel problem. It’s a systems problem. Product, positioning, targeting, and brand all compound into efficiency. The good news: there are still levers marketers fully control. Here are four that can lower your CAC.
There’s a little voice inside your head—one that’s either hyping you up or holding you back. Sometimes it whispers, “This idea is bulletproof.” And sometimes, more quietly, it warns, “This might be a stretch.” The funny thing is, we often trust the former and ignore the latter. In demand gen, this internal voice matters more than we think. It’s shaped by experience, sure—but when you’re new to the game, that intuition can be misleading. That’s why it’s worth asking: Where do these voices come from, and why do they matter so much?
Marketers love a good hack. A trick. A setting buried deep in an ad platform that promises to double your leads overnight. But let’s be honest — that obsession might be killing your pipeline. I’ve been there. Spending hours chasing the “perfect” bid strategy, only to realize it doesn’t move the needle. The truth? There’s no magic switch. No platform tweak that can fix misaligned messaging, poor targeting, or a lack of strategic clarity. Great advertising isn’t a technical sport — it’s a communication strategy. In this post, we break down why the best B2B teams stop chasing optimization for optimization’s sake and start building smarter, expectation-aligned campaigns that actually generate qualified opportunities.
Excessive targeting precision in B2B marketing can hinder your pipeline. Discover why broadening your approach, prioritizing reach, and focusing on effective communication at scale can lead to better results.
Most agencies are still running the same tired playbook from 2010, obsessing over lead volume while your sales team drowns in unqualified prospects. And if you're nodding along, you've probably been there – staring at a dashboard full of "leads" that wouldn't know your ICP if it hit them in the face.
Are your paid media campaigns not delivering results? Discover why obsessing over short-term metrics could be the culprit and learn how to build campaigns that truly perform in the long run.
Are you treating C-suite executives and end users with the same marketing approach? Discover why this strategy might be harming your conversion rates and learn how to effectively engage each audience through tailored content and metrics.
In today's B2B SaaS landscape, the traditional approach to marketing qualified leads (MQLs) is outdated and ineffective. Discover how to align your follow-up strategies with actual intent and build meaningful relationships with prospects.
In B2B SaaS marketing, while segmentation can enhance personalization, over-segmenting can lead to inefficiencies and missed opportunities. Focus on understanding your ideal customer profile to create impactful and meaningful segments.
Many B2B SaaS companies waste resources by targeting their total addressable market (TAM) instead of focusing on their ideal customer profile (ICP). This data-driven approach can improve conversion rates and optimize marketing efforts.
Stop spreading your budget thin by trying to capture every keyword. Discover how focusing on top-performing keywords and monitoring key metrics can maximize your paid search effectiveness and boost your revenue.
In B2B paid search, focusing on massive keyword lists can be detrimental to your pipeline. Discover how narrowing down to high-intent keywords can significantly boost your results and revenue.
Are your paid media efforts falling short? It might be time to reevaluate your understanding of your audience. Dive into your CRM data to gain insights and make informed decisions that drive conversions and pipeline.
Understanding your Ideal Customer Profile (ICP) is crucial for crafting a marketing plan that resonates with the right audience. By identifying both "Users," who will benefit directly from your product, and "Losers," decision-makers driven by loss aversion, you can tailor messaging that meets their needs and effectively positions your B2B SaaS for success.
Setting realistic SaaS demand generation objectives is crucial for aligning goals with your KPIs and ensuring your efforts are sustainable. By analyzing your historical data, such as conversion rates and CPC, you can set achievable targets, while also understanding that paid media alone may not be enough to meet ambitious goals—combining paid and non-paid efforts can drive long-term growth.
Setting realistic SaaS demand generation goals is key to aligning your strategy with attainable sales and marketing metrics. By analyzing historical data, adjusting for channel performance, and understanding the limits of paid media, you can set achievable lead, pipeline, and revenue goals while acknowledging that growth requires a mix of both paid and non-paid efforts.
