The B2B SaaS Marketing Blog

How We Scale B2B SaaS Demand Generation Programs

by 

Areej Gutale

Last updated: February 21st, 2025

If your A/B tests aren’t producing noticeably better results and you’ve optimized each campaign to the best of your abilities, adding more channels to your demand generation program is the next logical step to increase growth.

Yet, we often find new opportunities to improve campaign efficiency by analyzing why prospects are dropping out. 

We begin exploring new demand generation channels only after correcting bottlenecks revealed by this analysis.

There isn’t a single “best” channel for B2B SaaS demand generation as it depends on your target audience and how they experience the buyer journey.

To help you improve the efficiency of your demand generation program, we’ll discuss:

1. When it’s time to add new channels to your demand generation program and the specific analysis we conduct to assess the efficiency of your current process.  
2. How to decide which marketing channels to add to your demand generation program. 
3. How to test and implement a new channel, and then measure its success.

When Should You Add New Marketing Channels?

Most B2B SaaS marketers add new marketing channels to their demand generation program when they can no longer improve campaign performance through iterative testing.

However, the root cause of low conversions probably isn’t in the campaign itself.

You’re really losing conversions between each campaign. There might be disjointed messaging, or the CTA and offer are irrelevant to the prospect’s current stage in the buyer journey.

The key to improving conversions is taking a holistic view of the buyer journey and removing bottlenecks.

We encourage marketers to reframe how they think about demand generation. An effective demand generation program isn’t run by a single demand generation team. An effective demand generation program requires the marketing, sales, and RevOps teams to work together, because prospects experience touchpoints from each of those teams throughout the buyer journey.

Before adding new channels to a demand generation program, our first order of business is removing bottlenecks from the buyer journey where prospects are dropping out of the funnel. 

To remove bottlenecks, we first identify each buying committee member and use our buyer persona template in conjunction with the positioning canvas to identify key pain points each buying committee member feels and why they buy your product over the competition.

Then, we use HubSpot to trace how they currently experience the buyer journey (e.g., which channels they use and when). 

This data informs how to improve the messaging and copywriting of each channel and recalibrate the call to action to provide the appropriate next step in the buyer journey (rather than asking for a demo signup when they aren’t yet ready) to ensure prospects move to the next stage of the buyer journey.  

This approach to demand generation doesn’t just increase lead volume – it also elevates lead quality and accelerates revenue by helping prospects move through the buyer journey faster. 

Once you plug leaks in your funnel and increase the efficiency of each channel, you can profitably spend more money on each channel. Therefore, doubling down on existing channels may be more profitable than expanding to new channels.

Adding New Channels And Scaling Your Demand Generation Program

Only after we’ve optimized each stage of the demand generation program do we consider adding more channels to the demand generation program. Once we have optimized each step of the buyer journey, here’s how we add identify, implement, and measure new channels.

Step 1: Channel Selection and Strategy

As every market is slightly different, the best way to compile a list of the best potential channels is by looking at your competitors.

Which channels are they investing in, and how much and for how long have they invested in each?

If your competitors have invested a lot of money in a specific channel for a long time, it’s probably working. Some platforms, like Meta and LinkedIn, offer ad libraries where you can see your competitors’ ads and history. 

Google also has an ads library that you can use to look up keywords your competitors are bidding on and their historical ads.

We have a separate resource that provides a detailed analysis of each marketing channel we use for demand generation if you want to learn more about the pros and cons of each. 

As we take a holistic approach to accelerating revenue, another piece of information to consider is how and where your competitors position that channel in their marketing funnel.

For example, are they using Google Ads primarily for top or bottom of funnel traffic? How is it connected with the rest of their marketing strategy? 

While your competitors likely don’t have the perfect marketing strategy, reviewing and analyzing common strategies across most competitors is a good starting point to identify channels and strategies worth testing.

Step 2: Implementation 

After you have a list of the most common channels across your competitors and approximate data on how much and how long they’ve invested in that channel, the next step is to set up campaigns and run split tests on the top few channels. 

In addition to testing different channels, you can also test different offers and lead magnets.  

Start small and use Google Analytics and HubSpot to see which campaign generates the best results. Specifically, we look at metrics like CPC and CPL.

Once you’ve identified a winning channel and implemented a full rollout, it’s time to go back to the first step and fully integrate it with the rest of the buyer journey. 

As you’re monitoring channel performance, focus on identifying and correcting revenue bottlenecks that are causing prospects to drop out of the funnel when they reach that channel.

For example, we set up pathways in HubSpot to monitor where people drop out of the funnel and then correct critical touchpoints the data reveals.

You can also use these HubSpot pathways to ensure proper cross channel coordination because it will show how that channel fits into the entire buyer journey. 

For example, how are people arriving at that channel? Are they arriving on a BOFU page from a TOFU blog post? Is the call to action the offer they want at that point in the journey? 

Step 3: Measuring Success 

Channel-specific metrics like CPL and CAC are helpful, but they don’t accurately reflect revenue. 

Even the closed won rate isn’t a perfect measurement of success because lead values differ. 

For example, a channel generating ten leads per month with an LTV of $10,000 is less valuable than a channel generating two leads each month with an LTV of $100,000.  

This is why we use revenue impact metrics to measure success.

Specifically, we look at which channels and regions have driven the most pipeline revenue, as well as which solutions have led to the highest closed won revenue.

We also look at pipeline velocity to understand how quickly prospects move through the buyer journey from first click to closed won deal. If pipeline velocity is low, we use HubSpot to understand where prospects are stalling and remove friction.

Once we know which channels drive the most revenue and have removed friction across channels to expedite the process, we look at the conversion rates of each individual marketing channel and test messaging, copy, and offers to ensure prospects receive the right message at the right time.

The Next Step To Improving Demand Generation

If you’re considering adding more marketing channels to your demand generation program, first take the steps outlined in this post to ensure you’ve maximized the opportunity in your existing marketing channels.

If your marketing channels are still underperforming, reach out to our team of experts for additional help. We’ve helped dozens of B2B SaaS companies improve the efficacy of their demand generation programs and can help you identify revenue leakage and opportunities to improve performance. 

Reach out to our team today to identify bottlenecks and improve performance now.