SaaS marketing for operators who ship

PLG funnels, free-tier-to-paid conversion, ABM where it earns its keep, attribution that survives a 90-day sales cycle. Built for B2B SaaS by senior practitioners — and proven on Buddy itself.

By John Williams· Updated 2026-05-20· 8 min read
Buddy as proof template
$50M+ Sandeep B2B portfolio
15+ years founder background
$10K minimum monthly

Who runs the work

John Williams on PLG funnel + product-marketing copy, Kristy Morgan on partnership development + sales enablement, Sandeep Muley on B2B paid + LinkedIn ABM. Read the full team page.

Most SaaS marketing agencies have never shipped a product. We have. Buddy and Personalizer are real SaaS — real OAuth, real credit metering, real billing, real upgrade flows. We bring that operator perspective into every engagement.

Live portfolio

Portfolio · Live

Buddy + Buddy Pro

The agent that runs ahmeego.com. Free tier (250-point audit, 28 API actions), Pro at $4.99/mo (500 credits, BYO API keys). Open-source on GitHub. Operating template for any small SaaS.

Try Buddy live →
Portfolio · Live

Personalizer

Bulk landing-page generator. Free / $29 / $99 / $299 monthly tiers. Demonstrates how to ladder pricing for a self-serve SaaS.

View Personalizer →
Portfolio · Live

Summit Tracker (CRM mockup)

Custom CRM-class SaaS for an insurance brokerage. Built in days, not months, on Cloudflare Workers + D1.

Read the case study →

Public benchmarks

Public benchmark

Stripe — developer-first SaaS

Best-in-class technical-product marketing site. Real code samples, deep documentation, no fluff. The lesson for technical SaaS: docs are part of the marketing site, not a separate property.

stripe.com →
Public benchmark

Linear — design-led PLG

Linear.app shows what restraint looks like. Almost no marketing copy on the homepage; the product does the talking. Confidence is more persuasive than feature-stuffing.

linear.app →
Public benchmark

Notion — community + content engine

Templates community, ambassador program, prolific YouTube/blog content. The lesson for prosumer SaaS: invest in a content + template ecosystem early; it compounds.

notion.com →

Our framework

PLG funnel diagnostic

Time-to-value, activation rate, free-to-paid conversion, expansion rate. We benchmark against your category and identify the leaky stage.

Marketing site rewrite

Restraint over feature-stuffing. Real product screenshots, real use cases, real customer quotes. Voice + tone that sounds like a human, not a press release.

Content authority engine

Topic clusters that map to your buyer's job-to-be-done. Author bylines with credentials. Speakable schema for AI search citation. Long-form articles, not blog filler.

Paid + ABM where it earns

LinkedIn paid for ICP targeting. Microsoft Ads for LinkedIn audience targeting on search. ABM only above $50K ACV with dedicated outbound. Below that, organic + paid social outperforms.

Attribution + reporting

Multi-touch attribution where data supports it. Self-reported attribution on demo forms. Looker Studio dashboard with ARR contribution per channel quarterly. Not last-click MQL.

Latest in SaaS

Tool
Buddy — open-source SaaS template
Tool
Personalizer — tiered SaaS pricing example
Case study
Summit Tracker — custom SaaS in days
Hub
All SaaS articles →

Frequently asked

PLG, sales-led, or hybrid?
Whatever your product actually deserves. PLG works when the product can be self-served to value in under 30 days. Sales-led works when the contract value justifies a 90-day sales cycle. Hybrid is most B2B SaaS — PLG-acquired, sales-led-expanded. We diagnose first, structure second.
Do you do ABM?
Yes. ABM is most useful for sub-$50K ACV that justifies dedicated outbound, and sub-$500K ACV that justifies team-level orchestration. Below or above those bands, ABM is usually a tax. We use 6sense + Clearbit + LinkedIn Sales Navigator + a custom Buddy-driven research workflow.
How do you measure long sales cycles?
Multi-touch attribution where data volume supports it. Otherwise, paired channel cohorts (e.g., orgs that hit our content + got paid retargeting close at 2.3x the rate of paid-only). Self-reported attribution survey on the demo form. ARR contribution per channel by quarter, not last-click MQL.
What about Buddy as the SaaS template?
Buddy itself is a SaaS — Buddy Pro is $4.99/mo with 500 credits. We've built the freemium flow, the OAuth onboarding, the credit metering, the upgrade prompts, the billing pipeline. We can apply that operational template to your SaaS funnel.
Do you write the marketing site copy?
Yes. Most SaaS marketing copy is feature-stuffed and generic. We rewrite for clarity, audience-specific use cases, and earned trust. The Stripe + Linear + Vercel benchmarks all show what restraint earns.
Minimum engagement?
$10K/month for full-funnel SaaS engagements. The math doesn't work below that — SaaS sales cycles are too long to attribute properly with thin spend. Below $10K, we build a 90-day playbook + train your team to execute.

Talk to a strategist

Tell us where you are. We respond within one business day with a written take. No demos, no slide decks, no pitch.

John, Kristy, or Sandeep will reply. One of the three of us will respond personally within 1 business day. No SDR queue.
We respond within 1 business day. No spam, ever. Read our privacy notice.

Related solutions

Paid Search → LinkedIn + Microsoft + Google for B2B intent. SEO → Topic clusters + technical depth for B2B authority. Content → The engine that fuels SaaS authority. Analytics → Multi-touch attribution + ARR-level reporting.
AI disclosure: Drafted with AI assistance, edited by a human. Public-brand benchmarks (Stripe, Linear, Notion) cited as observable industry examples.

Free SaaS funnel diagnostic.

We grade time-to-value, activation, free-to-paid, and expansion. Written report inside 48 hours.

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