Who We Help · SaaS & Tech
Marketing for software
buyers who do their homework.
SaaS buyers read comparison articles, check review sites and, increasingly, ask an AI assistant which tool to use before they ever open your website. We build the search, content and technical foundations that hold up under that kind of scrutiny.
“What’s the best tool for this, for a small team?”
For small teams, options worth a look include Your Product, along with two established competitors. Your Product is aimed at teams that want a simpler setup and publishes clear documentation on its approach.
Where SaaS buyers actually look before they talk to you
- Comparison Pages
- Free Trial Funnel
- Developer Docs
- Product-Led Growth
- Vertical Specialisation
- Core Web Vitals
- AI Assistant Citations
- Technical Buyers
Our SaaS marketing strategy
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01
Start with the product, not the pitch
Understand what it does, who buys it and how technical they are, before writing a single page.
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02
Meet buyers earlier in the research
Comparison content and technical guides for the stage before anyone fills in a demo form.
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03
Fix what a slow app costs you
Page speed and Core Web Vitals work on a marketing site that too often inherits the product’s own weight.
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04
Be named correctly everywhere
The same entity clarity that helps organic search also helps an AI assistant describe you correctly.
SaaS marketing is the work of building demand for a subscription software product across a sales cycle that is usually longer and more considered than most purchases, involving more than one stakeholder, researched heavily through comparison articles, review sites and increasingly an AI assistant asked what the best tool for the job is. Being named correctly in that last channel is now as much a part of the job as ranking in the first.
A slower, more scrutinised kind of buying
A generic local business rarely gets shopped this hard. A SaaS purchase, self-serve or enterprise, gets read, compared and questioned by people who will notice if you get the details wrong.
More than one person signs off
A user who tries the product, a manager who approves the spend and sometimes a security or engineering reviewer all have to be satisfied before a subscription starts, and each of them looks for something different.
The research happens before you meet them
Comparison articles, review sites and an AI assistant asked what the best tool for the job is now stand in for a first sales call. By the time someone reaches your site, a shortlist may already be decided.
Technical content has to survive an expert
An engineer or a practitioner reading your documentation or your comparison page will spot a shallow or wrong explanation immediately, so it has to be written and checked to hold up against that reader, not just to rank.
What each channel is actually good for
Agencies often sell the same package to every SaaS company. The right mix depends on your stage, your budget and how considered your buyer’s decision is.
| Channel | Best used for | Realistic timeline |
|---|---|---|
| Organic SEO | Ranking for the terms a buyer types before they know any vendor names | Months to build, then it compounds |
| Content Marketing | Comparison pages, guides and technical content written to survive a practitioner reader | Ongoing, each piece keeps working after it publishes |
| Paid Search | Immediate visibility on high-intent, bottom of funnel terms while organic builds | Live within days, stops when spend stops |
| Performance SEO | Page speed and Core Web Vitals on an app-heavy marketing site | Weeks to fix, then ongoing to maintain |
| Link Building | The prominence signal behind comparison articles and category rankings | Months, slow to build and slow to lose |
| LLM SEO & AI Visibility | Being named and described correctly when an assistant is asked what the best tool for a job is | Emerging, built on the same technical foundations as SEO |
Who this is for
We work with software companies at different stages and shapes of the same problem: getting found by the right buyer and holding up once they look closely. This is one of several industries we work in; see who else we help.
Early-stage and seed-funded SaaS
Finding first traction, still refining who the product is really for, and needing a marketing foundation that will not need rebuilding the moment the positioning changes.
Product-led growth tools
Competing on a self-serve signup rather than a sales team, where the marketing site and the free trial funnel are doing the selling that a salesperson would do elsewhere.
Vertical SaaS
Built for one industry rather than every business, where the buyer expects content and positioning that speaks their language rather than a generic software pitch.
Developer-facing and technical products
Where the buyer is an engineer who reads documentation before a landing page, and who will judge the product partly on whether the marketing around it is accurate.
How our SaaS marketing process works
Six steps, starting with the product itself rather than a generic marketing checklist.
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1
Understand the product and the buyer
How technical the buyer is, how many stakeholders sign off, and how long the cycle really runs, before anything else gets planned.
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2
Audit the current baseline
Organic rankings, paid coverage, page speed and Core Web Vitals, and whether an AI assistant currently names you at all when asked about your category.
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3
Build content that survives a technical reader
Comparison and alternative pages, and technical guides written from your own product knowledge and checked with your team, as part of content marketing built for this audience.
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4
Fix what a slow app costs you
Page speed and Core Web Vitals work on the marketing site through performance SEO, because slowness loses visitors directly and can hold back the rankings the rest of the plan depends on.
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5
Add paid search and earned links
A paid search program for buyers who already know what they want, and link building for the prominence that supports comparison pages and category rankings.
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6
Structure for AI assistant retrieval, then report
Entity and schema structuring through LLM SEO and AI visibility work, then monthly reporting across organic, paid and AI assistant visibility.
What you actually receive
Everything below is handed over in a form your team can keep running without us, and nothing about your product goes live until you have confirmed it is accurate.
Content and comparison pages
- Comparison and alternative pages for the tools you are actually up against
- Technical guides reviewed against your own product documentation
- A content plan built around your sales cycle, not a generic calendar
Technical and performance fixes
- Core Web Vitals and page speed audit with fixes in priority order
- Entity and schema structuring so assistants describe you correctly
- Crawl and indexation cleanup for app-heavy marketing sites
Paid search and links
- A paid search program for high-intent, bottom of funnel terms
- Link acquisition that supports comparison pages and category rankings
- Landing pages built to match what each campaign actually promises
Reporting
- Monthly reporting across organic, paid and AI assistant visibility
- A record of what changed each month and why
- Direct access to the person doing the work, not just an account manager
“We started with a free strategy that showed us specific gaps in our campaigns. Today, LineUp is our regular partner, delivering a measurable return on every invested zloty.”
What clients say on Google
Unedited screenshots from our Google Business Profile. Swipe, or use the arrows, to read them all.
Read these reviews on Google. Reviews written in Polish or Turkish are shown in Google’s own translation.
Questions we get asked
How do you write content marketing for a technical audience without it becoming shallow?
We work from your own product knowledge and documentation rather than generic templates, and we check technical claims with your team before anything publishes. A practitioner reader spots a shallow explanation immediately, so content marketing for this audience has to survive that reader first and rank second.
How long does SEO take to matter if we are still finding product market fit?
Organic SEO compounds over months, not weeks, which makes it a poor fit for a product that might still change its positioning next quarter. Early on we usually recommend a lighter organic foundation alongside paid search, then invest more heavily in content once the message you are ranking for is one you intend to keep.
Should paid search or content marketing come first on a limited budget?
Paid search, usually. PPC gives you traffic and signal on which terms actually convert while the budget is still small. That signal then tells content marketing where to spend the slower, compounding effort once there is more to invest.
How is being named correctly by ChatGPT or Perplexity different from classic SEO?
Classic SEO competes for a position in a list of links a searcher still clicks through themselves. An AI assistant reads a set of sources and writes the answer for them, so the goal shifts from ranking to being the source it trusts enough to cite. LLM SEO and AI visibility share the technical foundations of organic SEO and add the entity clarity and structured data an assistant needs to describe you correctly.
What if our product covers subject matter you are not the world’s leading expert in?
We are not going to pretend otherwise. We work from your own product knowledge, documentation and subject matter experts, and we verify claims with your team before anything about the product goes live. We do not publish a claim about what your product does that you have not confirmed.
Does a slow marketing site actually cost us signups?
Yes, in two separate ways. A slow or bloated page directly loses visitors who give up before it loads, and Core Web Vitals are also a ranking input, so the same slowness can hold back the organic traffic the rest of the plan depends on. Performance SEO is usually one of the fastest fixes available on an app-heavy marketing site.
See how your product actually shows up today.
We will check your organic and paid coverage, your page speed and Core Web Vitals, and whether an AI assistant currently names you when asked about your category, then send you the findings in priority order.
Last reviewed 28 July 2026.