Marketing for software companies, measured against pipeline
Signups are not the goal and neither are demos. We work backwards from the revenue a customer is worth, and build the search, content and campaign work that brings in more of the ones who stay.
- Channels ranked by customers, not by signups
- Content that maps to how software is actually chosen
- Visibility in AI answers as well as search results
- A CRM that reflects what people did, not what they clicked
Platforms we work in
What is inside this service
- Search built around buying intent
- Content for the whole evaluation
- AI and answer-engine visibility
- Lifecycle and CRM automation
What each part does
- Search built around buying intent
- Comparison, alternative and use-case searches that people run with a budget, not just top-of-funnel definitions.
- Content for the whole evaluation
- The questions asked before a demo and the ones asked after, including the awkward ones about pricing and migration.
- AI and answer-engine visibility
- Software is researched through AI assistants more than most categories. We work on being the answer they give.
- Lifecycle and CRM automation
- Trial, onboarding and expansion sequences wired to product events rather than to a calendar.
Questions we get asked
Usually the brief rather than the writing. We work out which topics can realistically rank and which are worth the effort, and your team keeps the voice.
Yes. It changes where the work sits, mostly toward activation and expansion rather than lead capture, and toward search that reaches people already trying to solve the problem.
Against pipeline and retained revenue where your data allows it. If attribution genuinely cannot answer a question, we say that instead of picking a number that sounds better.