SaaS & Technology Marketing Agency

Demand Generation For SaaS And Technology Companies.

Software buyers compare features, integrations and use cases before they speak to sales. We build campaigns around that research and track which demos or trials become qualified opportunities.

SOUP works with SaaS and technology companies across Australia, running SEO, LinkedIn, Google Ads, social and HubSpot automation as one demand program.

Get A Free Marketing Audit See Our Results
SHubSpot
Campaign result
Demo requests
+455%
▲ Social
Comparison and alternative pages
Evaluation stage searches
SEO
Live
Account based campaigns
Target companies and roles
LinkedIn
Scaling
Trial to paid nurture
Activation and conversion
HubSpot
Live
Cost per result
-29%
through social
A senior-led, award-winning agency growing SaaS and technology companies
Google Partner
Meta Business Partner
4.9★ on Clutch
200+ brands grown

Brands We’ve Already Helped Grow.

Where strategy turns into performance.

Rebecca Vallance social campaign creative by SOUPBondi Blyss campaign result, 9x audience amplificationSegway campaign result, 34K impressions on $0 media spendBands of Courage social campaign creative by SOUPMeriton Suites social campaign creative by SOUPBay Gallery Furniture campaign result, 530% increase in unique clicksVision Personal Training campaign result, 40% increase in conversionsOrigin social campaign creative by SOUPinDrive social campaign creative by SOUPTHOR campaign result, 322% increase in revenueRebecca Vallance campaign result, 40% increase in revenueBMW social campaign creative by SOUPRebecca Vallance social campaign creative by SOUPBondi Blyss campaign result, 9x audience amplificationSegway campaign result, 34K impressions on $0 media spendBands of Courage social campaign creative by SOUPMeriton Suites social campaign creative by SOUPBay Gallery Furniture campaign result, 530% increase in unique clicksVision Personal Training campaign result, 40% increase in conversionsOrigin social campaign creative by SOUPinDrive social campaign creative by SOUPTHOR campaign result, 322% increase in revenueRebecca Vallance campaign result, 40% increase in revenueBMW social campaign creative by SOUP
See Our Work

What Technology Clients Say.

5.0 ★★★★★
Their flexibility to pivot and adapt the campaign in-flight was key, and everything was delivered on time.
Senior Marketing Manager, LawConnect
Verified on Clutch
Read the Full Review
5.0 ★★★★★
Soup Agency stuck to originally defined timelines and was able to adapt to changes as needed.
Marketing Manager, Technology Company
Verified on Clutch
Read the Full Review
5.0 ★★★★★
They are engaged, flexible, and customer-centric.
National Sales & Marketing Manager, CCNA
Verified on Clutch
Read the Full Review

SaaS & Technology Case Study.

Demo growth for a B2B software platform.

+455%
Corto logo
Increase in demo requests, Corto
SocialRead The Case Study

Social that grew demo requests for an AI-powered documentation platform.

How Software Gets Bought.

Most software buyers are well into their research before they fill in a form. They search problems, compare categories, read reviews and ask AI tools for recommendations.

We build demand across that journey. Content and SEO earn early attention, LinkedIn and social reach the right accounts, and search and nurture turn interest into demos and trials.

See What We Do
Discover

Reach The Right Accounts

Social · LinkedIn · Content
-29%Cost per result
Evaluate

Make The Shortlist

Comparisons · SEO · Reviews
Convert

Book The Demo

Search · Nurture · Remarketing
+455%Demos

Lower Customer Acquisition Cost

SEO and content keep compounding, so the cost of each demo falls instead of rising with ad prices.

Reach The Whole Buying Committee

LinkedIn and remarketing reach users, managers and executives across long B2B sales cycles.

Connect Marketing To Revenue

As a HubSpot Partner we connect ads, website and CRM so you can see pipeline and revenue by channel.

SaaS & Technology Marketing Services.

Demand generation built around how software is researched and bought.

SaaS SEO

Technical SEO and product led content for comparisons, alternatives, use cases and integrations.

+SaaS SEO+Comparison Pages+Technical SEO

LinkedIn Advertising

Account and role based campaigns that reach decision makers in target companies.

+LinkedIn Ads+ABM+Thought Leadership

Google Ads

Search campaigns for category, competitor and solution searches, optimised for demos.

+Google Ads+Competitor Terms+Demo Campaigns

Social

Meta campaigns for SMB software where lead volume and cost per demo matter.

+Facebook Ads+Lead Forms+Remarketing

HubSpot And Marketing Automation

Lead scoring, nurture, trial onboarding and attribution in HubSpot.

+HubSpot+Lead Scoring+Lifecycle Emails

AI Search Optimisation

Visibility in ChatGPT, Perplexity and Google AI Overviews when buyers ask for software recommendations.

+GEO Services+AI Overviews+Entity Optimisation
Our Approach

Why SaaS Companies Choose SOUP.

Demand generation measured on pipeline.

Pipeline Over Pageviews

We report on demos, trials, opportunities and revenue, not vanity traffic.

Built For Long Sales Cycles

Every stage of the B2B buying journey is covered, from first search to final comparison.

CRM Connected

As a HubSpot Partner we connect marketing data to sales outcomes.

Senior Strategists, Not Juniors

A senior strategist leads your account and joins every review call.

Software Categories We Work With.

Every category has its own search landscape. We tailor the strategy to yours.

B2B SaaS

Platforms selling to businesses, with long cycles and several decision makers.

Fintech And Payments

Trust heavy categories where authority and accuracy matter.

HR And Workforce Tech

Crowded categories where comparison content helps buyers decide.

Martech And Sales Tech

Competitive landscapes where product led content wins visibility.

Healthtech

Specialist audiences searching for practice and patient solutions.

Proptech And Construction Tech

Niche software where demand is smaller but intent is high.

From Demo Requests To Qualified Pipeline.

We connect GA4, your ad platforms and your CRM so you can see which channels create demos, trials, opportunities and revenue.

Demo and trial requests tracked
Pipeline and revenue by channel
Cost per opportunity
AI search visibility monitored
Get A Free Marketing Audit

How We Grow SaaS Companies.

The channels that do the heavy lifting for SaaS companies.

SaaS SEO

Product led SEO that compounds.

+Comparisons+Use Cases+Technical
SaaS SEO

Google Ads

Capture category and competitor searches.

+Search+Competitor Terms+Demos
Google Ads

HubSpot

Lead scoring, nurture and pipeline attribution.

+Lead Scoring+Lifecycle Emails+Attribution
HubSpot

Your First 90 Days With Us.

What happens, and when.

Weeks 1 to 2

Audit And Benchmark

We audit your channels, tracking and competitors, and benchmark the numbers that matter to your business.

Weeks 3 to 4

Strategy And Quick Wins

Tracking fixes and the fastest wins go live first, while we agree the channel plan and priorities.

Weeks 5 to 12

Build And Launch

Campaigns, content and pages roll out on an agreed cadence, with weekly optimisation.

Month 4 onward

Scale

We double down on what is working, cut what is not and report on commercial results every month.

A HubSpot Partner Agency.

SOUP is a HubSpot Partner. We set up lead scoring, nurture and attribution so marketing and sales see the same pipeline, and you can see what each channel contributes to revenue.

HubSpot Partner

How Much Does SaaS Marketing Cost?

The cost depends on your category, target market, channel mix, content needs and media budget.

Many SaaS companies start with SEO and search for high intent demand, then add LinkedIn and nurture to reach target accounts.

We scope every program around your goals. Scope and fees are set out in writing after the free audit, before anything is signed.

Get A Tailored Estimate
Category Competition
Low to very high
Crowded categories need more content and authority.
Media Budget
Set by your goals
Your ad spend is separate from management fees and paid directly to the platforms.
Content Volume
Pages per month
Comparison, use case and blog content drives SEO scope.
CRM And Automation
Setup required
Connecting marketing to pipeline may need HubSpot work up front.
Every engagement is scoped individually. We share a full breakdown of deliverables before anything begins.

SaaS & Technology Marketing FAQs.

✛What does a SaaS marketing agency do?
We run B2B SaaS marketing and software demand generation through SEO, LinkedIn, Google Ads, social, content and marketing automation. For organic growth on its own, see our SaaS SEO agency service.
✛Which channels reach software buyers during evaluation?
SEO and Google search capture buyers who are actively evaluating. LinkedIn reaches target accounts and roles. Nurture and remarketing turn interest into demos.
✛Do you only do SEO for SaaS?
No. We run full demand generation, and also offer a dedicated SaaS SEO service for companies that want to focus on organic growth.
✛How do you measure SaaS marketing’s contribution to pipeline?
We track demo requests or trials through to qualified opportunities and revenue where your CRM and product data can be connected.
✛Do you work with HubSpot?
Yes. SOUP is a HubSpot Partner and sets up lead scoring, lifecycle stages, nurture and attribution.
✛Can you help with product-led growth and trials?
Yes. We can optimise campaigns towards trial sign-ups and use activation data to assess trial quality where that data is available.
✛Can you help buyers find us when they compare software?
We build pages around use cases, integrations and comparison questions so buyers can evaluate your product during their shortlist research.
✛How much does SaaS marketing cost?
It depends on your category, channels and content needs. We scope every program individually and set out the scope and fees in writing after the free audit.
✛Can you work alongside our in-house marketing and sales team?
Yes. We share plans, data and reporting in HubSpot or your CRM, so marketing and sales see the same pipeline.
No cost, no obligation

Get A Free SaaS Marketing Audit.

A senior strategist reviews your site, campaigns, demo attribution and lead-to-opportunity tracking, then sends back a written summary within five business days.

Request Your Audit
+
Demo attributionWhether demos and trials can be traced from campaign to qualified opportunity.
+
Channel performanceWhere your budget is working and where it is leaking.
+
Competitor visibilityHow your search and paid presence compares with the products on your buyers’ shortlist.
+
Three prioritised recommendationsRanked by expected impact, with the reasoning behind each one.

Speak To A SaaS Marketing Specialist.

Tell us what you are trying to grow. We will look at your demo attribution and lead-to-opportunity tracking, then outline where pipeline can come from and what it would take.

  • +A senior strategist on every call
  • +Google Partner and Meta Business Partner
  • +SEO, paid media, social and email under one roof

Work with SOUP

Tell us what you need from your marketing. We’ll take a closer look at your business and get in touch to discuss how we can help.

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4.9Clutch rating
200+brands grownsince 2019

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Other Industries We Work With.

Explore how we approach marketing in other sectors.

Home, Lifestyle & Travel→Health & Wellness→Education→Fashion & Beauty→Consumer Technology→Food & Beverage→Manufacturing & Industrial→Trades & Home Services→B2B & Professional Services→
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