Choosing a marketing agency for a SaaS company
What to ask a marketing agency before hiring them for a SaaS company, and why understanding activation and retention matters more than campaign creativity.
4 min read
LinkedIn's algorithm and its audience both tend to favour personal posts over company page updates, and for B2B SaaS, a founder's honest post about a product decision or a customer win often reaches further and converts better than the same message from the company account.
What performs for a SaaS founder or team
- A specific lesson from building the product — a decision that did not work, and what was learned.
- A customer story told with real detail, with permission, rather than a generic testimonial quote.
- A clear opinion on a debate in your category — this tends to generate the most genuine discussion.
The company page still has a role
Use the company page for product announcements, hiring, and press mentions — the formal record — while personal posts carry the narrative and opinion content. Cross-linking between the two, rather than duplicating content on both, keeps each channel doing its distinct job.
A founder's honest post about a mistake often reaches further than a polished company announcement.
A sustainable cadence
Two to three founder or team posts a week, plus company page updates only when there is real news, is enough to build presence without becoming a full-time content job for a small team.
The takeaway
Have the founder or a senior team member post directly, in their own voice, rather than routing every update through the company page.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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