LinkedIn CPMs — the price per 1,000 ad impressions — at £20–£35 for UK B2B, Google brings leads that only look good on paper (MQLs with 8–12% SQL conversion), Meta burns budget on the wrong audience. You don't have one target group, you have 3–5 concrete ideal customer profiles (ICPs) — CTOs, HR directors, VPs of Sales — each thinking differently, buying differently. We build funnel concepts in parallel from first touch to buying decision (TOFU, MOFU, BOFU), plus ABM: targeted outreach to your top-100 dream accounts.
Where B2B SaaS founders really stand in 2026
If you're scaling as a B2B SaaS founder in the UK market, you know the performance-marketing pain: LinkedIn CPMs — the price per 1,000 ad impressions — sit at £20–£35 for most UK B2B campaigns. Meta is too broad — you pay for every passer-by. Google brings leads that look good on paper (MQLs), but only 8–12% turn into real sales opportunities (SQL conversion). Your sales team spends half-days on unqualified demos.
At the same time you don't have one target group, you have 3–5 concrete ideal customer profiles (ICPs, as marketers call them) — CTOs, Heads of Operations, VPs of Sales — each thinking differently, deciding differently, buying differently. Generic advertising hits nobody right. You need persona depth, not demographic clusters.
Problem 01
LinkedIn is expensive for broad targeting (£20–£35 CPM, more for senior decision-maker targeting). Meta is too broad — you reach everyone, win nobody. Google delivers MQLs but SQL conversion was at 8–12%. Sales complains about bad lead quality.
Problem 02
Three funnel stages from first touch to buying decision — marketers call them TOFU (awareness), MOFU (education content for decision makers) and BOFU (demo booking) — are three parallel story strands with consistent brand language. Classic setups produce style breaks between stages because every asset is briefed individually.
Problem 03
You want to address your 100 most important target accounts individually and hyper-specifically — marketers call this account-based marketing (ABM): per account cluster dedicated hooks, pain points, case studies. Manually that means: 100 mini-campaigns maintained by the marketing team. Realistically not scalable with fewer than 10 full-time marketers.
How we resolve this
Per brand we maintain 3–5 concrete ideal customer profiles (ICPs) with pain points, trigger events and channel behavior. Funnel stages are orchestrated in parallel without style breaks between TOFU and BOFU. ABM templates for your top-100 accounts aren't hand-maintained but pipeline-generated.
Per brand 3–5 concrete buyer personas: CTO, Head of Ops, VP Sales, Director of Engineering. Per persona pain points, trigger events, decision criteria, channel behavior and sales-cycle length. Advertising is generated against personas, not demographics.
Per funnel stage dedicated templates: TOFU with trend hooks and fresh angles on familiar problems, MOFU with education content and comparison briefings, BOFU with demo CTAs and offers that take the risk off the buyer (risk reversal). All stages speak the same brand language.
Per account cluster (e.g. „UK mid-market logistics“, „UK fintech scale-ups“) dedicated account templates with industry-specific hooks, pain points and case studies. Account list maintained by you, cluster templates generated by us.
Sponsored Content, Document Ads, Conversation Ads, Message Ads (direct messages), Event Ads (event invitations) — all LinkedIn formats natively supported. Per concept a LinkedIn variant with longer copy, document carousels and optimized conversation flows.
Illustrative scenario
A typical scenario: an HR-Tech platform for mid-market in the UK. Pain point: marketing produces „one-size-fits-all“ content. CTOs, HR directors, hiring managers and CHROs see the same ads — and ignore them. The sales pipeline never picks up speed, the number of demos booked via LinkedIn stays low.
With our setup, 30 concepts across 3 funnel stages and 5 ICPs would be feasible. CTOs would get technical hooks (API-first, on-prem option, SOC2 certification), HR directors outcome hooks (time-to-hire, quality-of-hire), CHROs strategic hooks (workforce planning, compliance). Plus 12 ABM variants for the top-50 target accounts.
What a first quarter could look like
Transferable B2B SaaS clusters
What lands with you as a B2B SaaS founder
Every output is explicitly tailored for B2B SaaS funnel + ICP precision. Not a generic marketing package, but a production-real B2B demand-gen pipeline.
3–5 ICPs with pain points, trigger events, decision criteria, channel behavior and sales-cycle length. Refined every quarter based on performance data.
Per quarter TOFU (awareness), MOFU (education) and BOFU sets (demo/sign-up) — orchestrated in parallel with consistent brand story across all stages.
Per account cluster dedicated hooks, pain points and case studies. You maintain the account list, we maintain the cluster templates.
Sponsored Content, Document Ads, Conversation Ads, Message Ads, Event Ads — per concept a native variant for every relevant LinkedIn format.
Per concept a sales-enablement PDF: which persona, which funnel stage, which hooks performed — so your sales team can follow up contextualized.
Every 90 days a refresh based on pipeline conversion: which ICPs convert, which funnel stages perform, which hooks drive actual demos.
B2B SaaS founder questions
The B2B SaaS-specific questions that always come up in the first demo call. If your question isn't here: just ask in the intro session.
We deliver per concept a sales-enablement briefing (PDF): which persona was addressed, which funnel stage, which hooks performed, which hypothesis was tested. Your sales team can follow up qualified with this context. We don't integrate directly into the CRM — lead data stays in HubSpot, Salesforce or Pipedrive with you.
How it starts
You tell us about your brand, we show you the pipeline with examples. After signing you do your setup in 30 minutes — the agent runs for six hours, then your first complete campaign package lands in your inbox.