B2B SaaS growth marketing for founders selling software, AI and data platforms to other businesses. Your first customers came through your network. The next 50 need a system. We build the plan backwards from your ARR target, then run the campaigns, content workflows and AI agents that deliver it.
15+ years
in growth marketing and go-to-market
$87M+
revenue generated for clients and employers
400+
businesses scaled
Brussels & Berlin
based · client portfolio across Europe, the Americas, the Middle East and Southeast Asia
B2B SaaS growth marketing turns product value, customer proof and founder credibility into a predictable pipeline. It starts from an ARR target. Next, it works out how many deals, demos and contacts that target needs. Then it picks the few channels that reach your buyers at a cost your margins can carry.
What sets it apart is the handover from founder to system. Early deals close because the founder sells. Growth stalls when nobody else can. Your marketing has to turn what the founder knows into messaging, content and sequences the whole team can run.
Six patterns that hold SaaS and tech companies back after product-market fit.
01
The founder closes every deal. There are only so many hours in a week.
02
Plenty of sign-ups and downloads. Few of them ever talk to sales.
03
Users, team leads and finance buy for different reasons, but get the same demo.
04
A CRM, an email tool and three AI apps. Nothing connects to revenue.
05
Belgium, Germany and the US each need their own proof, pricing and channels.
06
A senior seller joins, and there isn't enough to work on.
Recognise two or more? Find out which one costs you most.
Get your free evaluationFive people, five different questions. A plan gives each of them the proof they need, in the place they look for it.
User
“Will it make my work easier?”
The team that uses it every day
What wins them: A trial or demo on their own use case
Champion
“Will my team hit its goals?”
Team lead or head of department
What wins them: Results from a similar company
Budget owner
“What does it cost, and what does it return?”
CFO, COO or managing director
What wins them: An ROI case with payback in months
Gatekeeper
“Is it secure, compliant and easy to roll out?”
IT, security, procurement
What wins them: Security docs, GDPR terms and integrations
Partner
“Can we sell and implement it for our clients?”
Reseller, integrator or consultancy
What wins them: A partner programme and shared margins
Six steps, side by side: how it usually runs, how it runs with a revenue-first plan, and what automation takes off your team's plate.
Step
Typical today
Revenue-first plan
Automation helps
Typical today
Activity goals and MQL counts
Revenue-first plan
Deals needed per segment and quarter
Automation helps
Live funnel model
Typical today
One persona for everyone
Revenue-first plan
Separate playbooks per role and segment
Automation helps
Agents build account lists per segment
Typical today
Campaigns when there's capacity
Revenue-first plan
Budget cycles and trigger events per account
Automation helps
Intent and hiring-signal alerts
Typical today
Blog posts nobody asked for
Revenue-first plan
Customer proof becomes case studies and demos
Automation helps
Agents draft, you approve
Typical today
One channel at a time, when there's time
Revenue-first plan
Outreach, LinkedIn, email and events in one sequence
Automation helps
Follow-ups and CRM logging, automatic
Typical today
Budgets repeat last year
Revenue-first plan
Monthly review, budget follows pipeline
Automation helps
Reports built automatically
Illustrative B2B SaaS company · €610K new-ARR target · 70% mid-market at €18K a year, 30% enterprise at €60K
Target
€610K
new ARR in 12 months
÷ €30.6K average deal
20 deals
14 mid-market, 6 enterprise
÷ 22% win rate
91
opportunities
÷ 40% demo to opportunity
227
demos · ≈19 a month
19 demos a month sets the channel plan. Enterprise deals take longer, so they need to start 6 to 9 months ahead.
Run it on your numbersRevenue numbers, not likes or traffic.
Demo-to-deal rate
by segment and channel
Cost per qualified demo
with a decision-maker
Sales cycle length
mid-market vs enterprise
Pipeline coverage
pipeline vs quarterly target
Net revenue retention
expansion minus churn
CAC payback
months to earn back acquisition cost
Usually earn their place
Outreach to named accounts
Founder-led LinkedIn
Case studies with real customer numbers
Partners, resellers and integrators
Webinars and live demos
Review sites and comparison pages
Often waste budget early
Broad brand campaigns
Gated content nobody follows up
Translating before one market works
Retainers paid for output
Built for B2B SaaS and tech teams with product-market fit and first paying customers, 2 to 100 people, and no senior marketing lead yet.
Step 1 · Start here
Your 12-month go-to-market plan, built backwards from the revenue target.
Fixed price · delivered in 7 to 10 days
See what's includedStep 2 · If it fits
Embedded 2 to 3 days a week, running the plan with automation and AI agents.
Brussels-based · on site or remote
Ask about availabilityI've spent 15+ years in growth marketing and go-to-market, both in-house and as a consultant. In that time, I've generated more than $87M in revenue for the companies I've worked with. I've led North American and European expansion for sales-led technology companies, and I've lived and worked in seven countries.
The experience that carries straight into SaaS and tech:
B2B software is where I've spent most of my career, in-house and with clients. My method, Growth Clarity™, plans marketing backwards from the revenue target. I use it with every client.
Straight answers on B2B SaaS growth marketing, before you book anything.
How do we move beyond founder-led sales?
Write down what the founder says in every winning deal. Turn it into messaging, case studies and sequences. Then test them with the team, one segment at a time.
Product-led or sales-led: which should we focus on?
The deal size decides. Below a few thousand euros a year, product-led usually wins. Above that, buyers expect a conversation, so sales-led with a trial or demo works better.
When should we hire our first salesperson?
When the pipeline has more qualified demos than the founder can handle. Hiring before that means paying a senior salary to wait for leads.
Why fractional rather than a full-time hire?
A senior full-time hire means a full salary, months of recruiting and a long ramp-up. By contrast, fractional brings senior judgement from the first week at 2 to 3 days a week. You can also scale it up or down.
What do automation and AI agents actually do?
They take the repetitive work: researching accounts, tracking intent signals, drafting content, logging contacts, sending follow-ups and building reports. Strategy, messaging and every approval stay with people.
Do you work with our existing tools?
Yes. I work with the CRM, email and analytics tools you already use. I only suggest changes when a gap is costing you deals.
Still have a question?
Ask Roberta
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