Cold plans and runs digital marketing for B2B software companies. Paid search, LinkedIn, SEO, content and lifecycle email, all tied to the events that matter in your product: sign-up, activation and upgrade. Sales-led and product-led companies need different plans, and plenty need a bit of both, so the plan follows how your customers buy.
This is an instant, live ballpark quote calculator. You’ll see a project range and flexible payment options, including pay over time and monthly retainer costs.
Step 1 of 2Enter your website (or the one you’d like) to start:
Software marketing has a measurement problem. Ad platforms count clicks. The product counts sign-ups and the CRM counts revenue, but nobody joins them up. So budget follows whatever is easiest to measure, which is usually the cheapest lead and rarely the best customer. Meanwhile competitors bid on your brand name and acquisition costs creep up every quarter.
We join the data first: ad platforms, GA4, product analytics and CRM, so every trial and demo carries its source through to revenue. Then we plan by motion. Search and review-site ads for people comparing tools now, LinkedIn for accounts that fit, and lifecycle email to turn sign-ups into paying users. The pricing calculator shows a ballpark range first.
You'll know what a paying customer costs by channel, and which campaigns bring users who stick around. Spend shifts towards the sources with the best trial-to-paid rate. Your brand turns up where buyers check, from search results to review sites and AI answers, so demos start with someone who already half believes you.
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We start with unit economics: average contract value, payback period, churn and trial-to-paid rate. From there we work out which channels can afford to acquire a customer and which can't. Product-led tools get a plan built around sign-ups and activation, while sales-led platforms get one built around qualified demos and pipeline. Targets go in writing, so you can check our work against them.
LinkedIn carries most software social, and posts from founders and team members usually reach more people than company page posts. We help your people post product stories, customer wins and plain opinions on the problem you solve, and run paid LinkedIn to accounts that match your customer profile. YouTube walkthroughs earn a place when buyers want to see the tool before a demo.
Search is usually the cheapest source of trials once it's working, so it's in the plan from month one. Comparison, alternatives and integration pages come first, then use-case content and outreach, with AI visibility tracked throughout. The detail is on our SaaS SEO page.
Google Ads covers category searches, competitor terms and your own brand, which rivals will bid on if you don't. Capterra and G2 sell paid placements that suit some categories, and LinkedIn Ads reaches the buying group by role and company. We bid towards trials that activate and demos that qualify, using conversion data passed back from your product and CRM.
Small changes on the sign-up path often move the numbers more than ad tweaks do. We test pricing page layouts, plan names, demo forms with fewer fields and routing that books the call straight into a rep's calendar. Onboarding emails get the same treatment, because a sign-up that never activates cost just as much to acquire as one that does.
GA4 and Google Tag Manager go in first, joined to product analytics such as Mixpanel, Amplitude or PostHog and to HubSpot or Salesforce. Sign-ups, activations and upgrades are sent back to Google Ads and LinkedIn as conversions, so campaigns learn from paying users. The monthly report leads with trials, demos and pipeline by channel, written by the person running the account.
Week one is an audit of the data. We map how a visitor becomes a trial, a demo and a customer, check what's tracked and where it breaks, then write the plan with channels, budget and targets for each motion.
Weeks two and three fix the tracking and join it to product analytics and the CRM. Then the first landing pages and campaigns go live, starting with the searches closest to purchase.
By week six there's real data on trial-to-paid and demo quality. We cut what brings sign-ups that never activate, push budget towards what brings customers and report monthly from then on.
Software buying has changed shape. Buyers shortlist through AI answers and review sites before they ever visit a vendor, then expect to try the product without speaking to anyone. Bigger deals still need sales, security reviews and procurement. Marketing has to serve both groups: self-serve for those who want it, and a clear route to a person for the account that needs one.
Forty second answers with no jargon. Anything else, ring the office and ask whoever picks up.
Work back from your own numbers: what a customer is worth over a year or two and how quickly you need the spend to pay back. That sets a ceiling on cost per acquisition, and the budget follows from how many customers you want. Our fee is separate from ad spend, which goes straight to Google, LinkedIn or Meta. The pricing calculator gives a ballpark for our side.
Often, carefully. People searching a competitor's name are close to a decision, and a sharp comparison page can win some of them over. Keep ad copy accurate, avoid their trademark in the ad text where it's restricted and expect higher click costs than on your own name. We test it with a small budget before it earns a larger one.
It follows your price point and your buyer. Cheaper tools that people can set up alone suit product-led growth, built on sign-ups and onboarding emails. Bigger contracts with security reviews need a sales-led motion with demos and account targeting. Plenty of companies run both, with self-serve plans below a threshold and a sales team above it.
Paid search shows a signal within a couple of weeks. With trials, you need to wait for enough users to reach the point where they upgrade or drop off, which can mean six weeks or more. We agree the judging date and the measure before launch, so a slow start isn't mistaken for failure.
Yes. We pass sign-up, activation and upgrade events from tools like Mixpanel, Amplitude, PostHog or your own database into GA4 and back to Google Ads and LinkedIn. Each user keeps the source that brought them, so you can compare channels on paying customers. We write the event spec for your engineers, which keeps the work on their side small.
For most business software, yes. Buyers check them while shortlisting, and AI answers often draw on them when recommending tools. We help you ask happy customers for reviews at the right moment in the product, keep your profiles accurate and test paid placements where your category justifies it. Good reviews also make strong ad and landing page copy.
SaaS marketing gets judged on trials, demos and pipeline, so that's what we report. Campaigns connect to your product analytics, landing pages are tested on activation as well as sign-ups, and channels that bring in people who never use the product get cut early. The person running the account is the one on your monthly call.
Campaigns need somewhere good to land. Our SaaS web design team builds the Webflow pages they point at, and B2B SaaS SEO builds the organic channel that makes each trial cheaper over time. Service firms selling to businesses should see B2B digital marketing.
Smart design decisions, great communication, and fast turnarounds, even over the Christmas break. Everything was scoped clearly, delivered on time, and they went above and beyond with extra refinements.
They delivered a professional, high-quality website and continue to provide excellent ongoing SEO support. Communication is clear, results-driven, and they genuinely understand our business objectives.
I couldn’t be happier with the outcome and highly recommend their team. I would absolutely work with them again (and likely sooner than they expect!).
They delivered far beyond what I was expecting, and I’m honestly over the moon with my new website.
The final product met all our expectations and clearly reflected their creativity, attention to detail, and dedication to delivering quality work.
We were most impressed with Cold | Digital Agency's creativity.
We're impressed with their enthusiasm for success.
They brought our identity to life in a way that felt authentic and future-focused.
Our SEO and Google rankings have improved significantly, and we’ve had a big increase in quality leads coming through the website.
They’re extremely attentive, they listened to what I wanted and brought it to life amazingly.
Superb service for my business and such a professional team.
Excellent service and really delivered on the brief I gave them. Designed the logo and my website, very happy with the result and would highly recommend.
Their whole purpose was to listen to me and deliver.
They provided professional and personalized services to suit my needs.
They consistently delivered all items on time and kept me informed throughout the process.
Overall, we were pleased with the service provided.
Cold | Digital Agency couldn't cater to my needs anymore if they tried.
I have been nothing but greatly satisfied with the work he has done for me, everything has been carefully considered and tailored to me!
They had it built much faster than I was expecting with lots of amazing features, couldn't have asked for a better site and I was very surprised at the great price for the quality they provided.
| DIGITAL MARKETING Pre-seed and seed | DIGITAL MARKETING Series A and B | DIGITAL MARKETING Product-led tools |
| DIGITAL MARKETING Sales-led platforms | DIGITAL MARKETING Vertical SaaS | DIGITAL MARKETING Cybersecurity |
| DIGITAL MARKETING Fintech platforms | DIGITAL MARKETING Martech | DIGITAL MARKETING Proptech |
This is an instant, live ballpark quote, not a final proposal. It can cover branding, websites and marketing. You will see a project range and flexible payment options, including pay-over-time. Takes about 3 minutes.
Prefer to skip the calculator and ask a quick question? Drop us a line and we'll be in touch.
