Choosing a marketing agency for a SaaS company

Fibvo editorial · 6 September 2023 · 4 min read

A marketing agency without SaaS experience can optimise brilliantly for sign-ups while having no visibility into whether those sign-ups activate, retain or ever become paying, profitable customers. The right questions surface whether an agency thinks in these terms already.

Questions worth asking directly

• How would you measure success beyond trial sign-ups?
• How do you think about CAC payback period, and would you ask for our pricing model before proposing a budget?
• Can you show a comparison or use-case page you've built that ranks and converts?
• How would you structure lead scoring if we gave you access to product usage data?

Signs of a good fit

An agency that asks about your activation metric, your churn rate and your sales model (self-serve versus sales-assisted) before proposing tactics is treating your business as a SaaS business, not a generic lead-gen client.

The right SaaS agency will ask about your activation rate before they pitch you a campaign idea.

What good reporting looks like

Monthly reporting connecting acquisition channel to activation rate and, where the sales cycle allows, to eventual paid conversion — not just top-of-funnel metrics presented in isolation.

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Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.