B2B Marketing Agency for Tech & SaaS: Demand Gen & Marketing Ops
Our B2B marketing agency service is for tech and SaaS companies, and we report every program in pipeline terms. We run B2B demand generation, marketing operations and automation for companies whose platforms we build, and for tech and SaaS teams that hire us for marketing alone. It starts with a demand program audit, so the work is based on what is already happening in your pipeline.
What Our B2B Marketing Agency Service Covers
A B2B marketing agency plans and runs the programs that turn business buyers into pipeline: strategy, paid media, content, automation and the measurement that connects them to sales. As a B2B digital marketing agency for software businesses, we run those programs on the same CRM and analytics data that sales uses.
Demand strategy
We define the ICP, analyze the buying committee, write a message for each committee role and channel, and allocate spend across channels by how your buyers behave. Every demand generation marketing plan we run starts here.
Paid media
We manage Google Ads, LinkedIn, Meta, programmatic display and retargeting on pipeline contribution, and we produce the creative and landing pages ourselves. For account-based marketing we build target account lists, coordinate ABM ad spend with outreach, and work from intent signals.
Content for technical buyers
This means third-party research, teardowns and practitioner-led content, the material technical buyers actually read before they talk to sales.
Marketing automation
We set up lifecycle scoring, lead routing, playbooks and handoffs to sales in HubSpot, Salesforce, Marketo or Dynamics. This is the sales enablement layer most demand gen budgets don't include, and it is the core of what a B2B marketing automation agency should handle.
Analytics and attribution
We configure GA4, server-side tracking, CRM integration, multi-touch attribution and offline conversion import so measurement keeps working as third-party cookies go away.
Conversion optimization covers landing pages, forms and testing, and we measure it in qualified pipeline. Revenue operations work gives marketing, sales and finance one shared data model for sources, stages and definitions that all three can agree on.
Marketing Operations Built by Engineers
Vortex is a software company first and a B2B technology marketing agency second, and the plumbing behind a demand program is software work. Server-side tracking, CRM integration, offline conversion import and a RevOps data model are built and tested the way we build any production system.
That is the core of our marketing operations consulting. When tracking breaks, we fix the data flow between your forms, CRM and analytics at the source. If your attribution depends on warehouse data, the same work can connect to our data engineering services. For companies whose product we build, such as through our SaaS product development practice, marketing can plug into the product's own data from launch.
Why B2B Programs Underperform
What We Report
Diagnostic metrics decide which campaigns get paused. Primary metrics decide where budget goes up. Reporting that leads with diagnostics usually hides the primary numbers.
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Primary
Our primary metrics are qualified pipeline created, pipeline by source and campaign, closed revenue, cost per opportunity and cycle length by source.
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Secondary
Secondary metrics are MQL-to-SQL conversion, engagement by target account and share of voice.
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Diagnostic
CPC, CTR, landing page conversion and form completion sit in the diagnostic group.
Ways to Start
Start with the audit
The audit of your demand program reviews your channels, tracking, attribution and CRM data. You get a prioritized plan and an honest read on what your current reporting is telling you.
Fix the operations layer first
Fixing the operations layer means tracking, automation or attribution repairs come first, so later spend is measured correctly. Most teams that ask to fix attribution before running campaigns should do exactly that.
Run the program
Running the program covers strategy, media, content and automation, reported in pipeline.
If you already have an in-house marketing team, this is the most common setup: we fill in the channels or layers (automation, paid media, analytics) your team doesn't have the bandwidth for.
Questions to Ask Before You Hire an Agency
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Start with what they report as the primary metric. If the answer is leads or cost per lead, expect volume over quality, and ask for qualified pipeline and cost per opportunity instead. Then ask how they handle attribution across a long sales cycle, specifically how offline conversions and CRM stages get back into the ad platforms.
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Ask whether they will work inside your CRM. An agency that can't read or write your CRM data can't report pipeline. Find out who does the work: who runs the media, who builds the automation, who fixes the tracking, and whether any of it is subcontracted.
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It is also worth asking what happens in the first weeks. A good B2B demand generation agency starts with an audit of what already exists. And check whether creative is included. Ours is, covering ad creative, landing pages and campaign assets.
Technology Stack
We build the marketing system out of campaign, automation, CRM, analytics and conversion tools that work together and report into one place.
- Ads
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Google Ads
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LinkedIn Campaign Manager
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Meta
- programmatic DSPs
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- Automation
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HubSpot
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Salesforce Marketing Cloud
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Marketo
- Dynamics
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- CRM
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Salesforce
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HubSpot
- Dynamics 365
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- Analytics
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GA4
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Google Tag Manager
- server-side GTM
- Segment
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Looker Studio
- Power BI
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- CRO
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- Optimizely
- VWO
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Hotjar
- Microsoft Clarity
For organic search alongside paid programs, see our B2B SEO services.
B2B Marketing FAQ
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Start With a Demand Program Audit
We review your channels, tracking, attribution and CRM data, then give you a prioritized plan and an honest read on what your current reporting is telling you.
