Demo volume hides account fit
A booked demo may come from the wrong company size, market, role, use case or buying stage.
SaaS and Technology Digital Marketing and Lead Generation
Bring in customers who stay.
A demo booking or trial sign-up is encouraging, but it doesn’t tell you whether you’ve found a good customer. I help software businesses understand which acquisition brings people who use the product, pay for it and keep coming back.
Free discovery call · Around 45 minutes · Directly with Matt · No obligation
Work directly with Matt Gatley · Gold Coast, Australia · Clients worldwide
The digital marketing challenges
More sign-ups can leave the business no better off.
Sales may be talking to the wrong companies, or trial users may never reach the point where the product becomes useful. Spending more on acquisition before understanding that can make growth expensive.
I work with marketing, sales and product teams to see where the drop-off happens and which campaigns bring customers worth investing in.
Trials hide activation
Sign-ups can rise while users never reach the product behaviour that predicts payment or retention.
Sales and product funnels diverge
Sales-led, product-led and hybrid journeys require different stages, ownership and feedback loops.
Payback matters more than CPL
Acquisition cost, gross margin, sales effort and retention decide whether apparently efficient growth is sustainable.
Geographic expansion changes fit
New markets introduce language, pricing, competition, sales coverage and product-readiness constraints.
Channel reporting misses retention
The campaign can see a conversion long before the business knows whether the customer adopted, expanded or churned.
Who this is for
Who I help in SaaS and technology.
My work is most useful where acquisition is already material, products have enough outcome volume to learn from and the team wants senior help connecting marketing with product or pipeline value.
Business software
- B2B SaaS
- Vertical SaaS
- Artificial intelligence products
- Cybersecurity
- Marketing technology
- Business software
Industry technology
- Fintech
- Proptech
- Healthtech
- Edtech
- Workflow platforms
- Data products
Apps and marketplaces
- Consumer apps
- Software marketplaces
- Subscription products
- Developer tools
- Platform businesses
Where the customer journey gets difficult
Sales-led, product-led and marketplace models need different signals.
I map how each product becomes durable revenue and balance timely acquisition stages with later payment and retention evidence.
B2B sales-led SaaS
- 01Lead
- 02Qualified
- 03Opportunity
- 04Customer
Account fit, buying group, pipeline progress and contract value matter more than demo bookings alone.
Product-led SaaS
- 01Sign-up
- 02Activated
- 03Paid
- 04Retained
The useful optimisation event is often a specific product behaviour rather than account creation.
Consumer app
- 01Install
- 02Onboarded
- 03Subscribed
- 04Retained
Platform, activation, trial, payment and churn need to connect across app and web measurement.
Software marketplace
- 01Visit
- 02Matched
- 03Transaction
- 04Repeat value
Supply, demand, take rate and repeat behaviour determine whether a marketplace conversion creates durable value.
A joined-up acquisition system
How the marketing fits together.
A search campaign, a product page and an onboarding email all influence whether someone becomes a customer. I work with your marketing, sales and product teams to understand the role of each and find where a change could make the biggest difference.
Capture category and problem demand
Use Google and Microsoft search across named categories, alternatives, use cases and high-intent business problems.
Create and shape demand
Use LinkedIn, Meta, TikTok and relevant platforms to reach buying groups, communicate use cases and re-engage evaluators.
Support a technical decision
Connect education, comparisons, product proof, customer evidence and security or integration detail across the journey.
Move users to value
Align landing pages, demos, trials and onboarding around the behaviour that indicates genuine product fit.
Coordinate product and people
Connect nurture, product messages, sales follow-up and customer success to the user’s actual stage and use case.
Return pipeline and retention
Feed qualified accounts, activation, revenue and retention signals back into channel and market decisions.
Work directly with Matt Gatley
You work directly with me.
I’m Matt Gatley, founder of We Know Growth and a senior digital marketing expert. My background spans advertising, data, products and sales, with more than 20 years of experience and $350m+ in managed advertising spend.
I’ll take the time to understand how your business wins customers, then work with you on what needs attention. You can ask me about the detail, challenge a recommendation or talk through a decision as the work develops.
Meet MattWays to work together
A few ways we can work together.
If you’re not sure where to start, we can talk it through. An audit helps when the cause is unclear; management or advisory may be more useful when you already know the help you need.
Find what to fix
Growth audit
I investigate what’s happening and explain which changes deserve attention first, with a plan for your team to work from.
Explore the audit Improve acquisitionPaid advertising management
I take care of the campaigns and review what happens to the enquiries, so we can judge the advertising by the business it brings in.
Explore management Get senior directionGrowth advisory
I help you review results and work through recommendations while your team or agency continues to deliver the work.
Explore advisoryCheck your starting pointLead profitability calculator Measurement readiness audit
Straight answers
SaaS and Technology marketing questions.
A few questions you may have before we talk.
What does SaaS and technology digital marketing include?
It can include paid search, paid social, content, demo and trial journeys, product activation, lifecycle messaging and measurement through to qualified pipeline, paid users and retained revenue.
How can a SaaS business improve demo quality?
Define the account, role, use case and stage characteristics that predict pipeline, then compare campaigns and landing journeys against qualified and progressed opportunities rather than bookings alone.
Which product-led conversions should be sent to ad platforms?
Usually an activation event that is captured reliably, happens often enough to learn from and predicts payment or retention. Paid and retained outcomes should still be used to validate that relationship over time.
Can you support both paid search and paid social for technology?
Yes. Search captures existing category or problem demand, while paid social can reach buying groups, create demand and explain a new category or use case. The mix depends on product, market and growth model.
How should SaaS payback influence channel decisions?
Acquisition cost should be considered alongside gross margin, conversion, sales effort, contract value and retention. A channel with a higher initial CPA can be stronger if it produces better-fit, longer-lasting customers.
What is the best first engagement for a technology company?
A growth audit is useful when the constraint may sit across channels, activation, pipeline, sales follow-up or measurement. Paid advertising management is appropriate when the product and outcome model are already clear.
Start with a conversation
What happens after the demo or trial?
Tell me who the product is for, how people find it and where they tend to lose interest. We can discuss whether the next useful piece of work sits in acquisition, the customer experience or measurement.
Free discovery call · Around 45 minutes · Directly with Matt · No obligation