Articles by Brandon Coward

3 Tactics for Overcoming Low Paid Search Volume as a B2B SaaS Company
Updated: February 7th, 2025
Paid search marketers eventually reach a point of diminishing returns where investing more into campaigns targeting low volume keywords no longer produces a justifiable ROI. After maximizing the ROI from…

How to Forecast Paid Marketing ROI for B2B SaaS
Updated: January 8th, 2024
One of the biggest questions B2B SaaS companies have about paid marketing is their expected ROI. Essentially, they want the ability to forecast, “If we spend X dollars next quarter, we’ll…

Updated: March 26th, 2021
Whenever we talk to prospects about what’s broken in their marketing efforts, 8 out of 10 tell us analytics and attribution. The reason for this is the disconnect between their data…

The B2B SaaS Guide to Google Ads Creative That Converts on Search and Display
Updated: February 9th, 2021
When B2B SaaS companies struggle to succeed running Google ads, they tend to frame it as a problem with budgets and targeting. Don’t get us wrong: these elements can…

Facebook Lookalike Audience Modeling for B2B SaaS: A Case Study
Updated: January 21st, 2021
When building lookalike audiences for Facebook ad campaigns, many SaaS companies rely on limited sources of data. They tend to settle for custom audience data based on all their website’s…

Landing Pages vs Web Pages: A SaaS Company’s Guide for Choosing the Highest Converting Asset
Updated: December 14th, 2023
Landing pages or web pages: where should you send traffic to during your next PPC marketing campaign? This is a common question we hear from SaaS companies we work with. In fact,…

Why Most B2B SaaS Lead Magnets Don’t Drive Leads (and The Solution)
Updated: October 3rd, 2024
Many B2B SaaS companies we talk to struggle to drive leads with their lead magnets. For prospects to convert into customers, they need to feel a sense of certainty that…

B2B Marketing Attribution: A Practical Guide for SaaS Companies
Updated: October 3rd, 2023
When it comes to making decisions about how to allocate marketing budget based on performance, understanding the conversion paths that prospects take on the way to becoming customers is essential. But during…

B2B Paid Search Strategy: Critiquing Keywords and Landing Pages of 2 Top SaaS Companies
Updated: May 4th, 2020
In this article, we provide an analysis of the paid search strategies of two best-in-class SaaS companies. We discuss what each company did well throughout their funnel, where we found…

SaaS PPC Campaigns Falling Flat? Here’s Our Exact SaaS PPC Optimization Process
Updated: February 15th, 2024
Most SaaS marketers fall into one of two camps: they’re terrified of PPC for SaaS because they think it’s expensive – even if it sends great highly qualified leads to…

Facebook Ads for B2B SaaS: Creating Advanced Audiences and the 80/20 of Messaging That Works
Updated: January 3rd, 2020
Many companies will write off Facebook ads for SaaS as a viable channel for reaching potential customers. Frequently, they’ve either tried running a Facebook ads campaign that hasn’t worked or…