B2B SaaS Pipeline Strategy: A 5-Step CEO Framework

What happens when a demand generation specialist steps out from the comfort of high-growth SaaS startups to launch a growth marketing agency dedicated to quality over quantity? In this episode of Predictable B2B Success, Vinay Koshy speaks with Scott Gelber, founder of SIG Marketing, whose innovative approach has generated over $3.6 million in qualified inbound pipeline for Series A and Series B SaaS companies—all fueled by the power of Google Ads.

Curious why Google Ads is not always a perfect fit for every SaaS business, or how to focus on prospects that truly make a difference? Scott Gelber shares lessons from his transition to agency life, revealing the criteria he uses to identify ideal clients and the frameworks he uses to prioritize qualified opportunities. Discover why automated bidding strategies may not work for B2B SaaS, the secret to optimizing landing pages, and the real math behind advertising ROI.

Whether you are a SaaS marketer, founder, or growth enthusiast, this episode uncovers the building blocks of success in digital marketing and challenges conventional wisdom on ad strategy. Tune in for actionable insights you will not hear anywhere else.

Some topics we explore in this episode include:

• From In-house to Agency: Scott Gelber describes his shift from demand gen specialist to marketing agency founder.
• Mindset & Strengths: The importance of constant testing, innovation, and learning in demand generation.
• Ideal SaaS Clients for Google Ads: Key criteria for targeting Series A/B SaaS startups, including market size and product maturity.
• Market & Product Fit: Why total addressable market and category familiarity matter for Google Ads success.
• Lifetime Value & Pricing: How average contract value and competitiveness influence campaign feasibility.
• Google Ads as a Lead Entry Point: Using ads to start conversations, including follow-up and multi-channel touchpoints.
• Campaign Setup & Optimization Framework: Scott Gelber’s step-by-step process for campaign structure, reporting, and keyword selection.
• Landing Pages & Ad Copy: Strategies for developing relevant landing pages and differentiating ad copy.
• Managing Multiple Personas: Balancing messaging and campaign structure for companies with diverse buyer types.
• B2B SaaS Ad Strategy vs. Common Advice: Why B2B SaaS firms should prioritize manual bidding and tight targeting over Google’s automated recommendations.
• and much, much more...