“We get plenty of leads, and sales ignores them.”
Define a qualified lead with your sales head, then judge B2B lead generation on pipeline. Every lead is then tracked in your CRM (the software that tracks deals).
This is mineHome / Industries / SaaS & tech
Industries · SaaS & tech · B2B software and IT services
SaaS marketingfor B2B tech
Committees buy software. Market to all of them.
/ 01 SaaS marketing agency
Built for long,shared buying decisions.
A committee buys most business software, and its members do their research long before they speak to your sales team. PromotEdge helps B2B (business-to-business) software and IT services companies build qualified pipeline and revenue.
Pipeline means the deals your sales team is actively working on. We plan the whole programme: positioning, SaaS SEO, content, LinkedIn and Google campaigns, events and PR. Then we judge it all on pipeline, not on form fills.
SaaS (software as a service) means software sold as a subscription and used online. One buyer may be a founder picking an invoicing tool in an afternoon. Another may be a large IT team running a months-long review.
Buyers research on their own long before they speak to sales. A LinkedIn post from your founder counts. So does a review on a software marketplace, a peer's comment at a roundtable or a clear pricing page.
We plan strategy, digital, PR and mainline and on-ground work together. PR (public relations) wins coverage in the media your buyers read. SEO (search engine optimisation) gets your pages found on Google. We work with B2B SaaS companies, IT services firms and fintech products. As a SaaS SEO agency, we build comparison, alternative and use-case pages. SaaS website design adds clear pricing pages. SaaS branding picks the segments where you fit well.
/ 02 What usually gets in the way
What gets in the wayand the way through.
“The user loved the product. The CFO said no.”
Give every committee member their own material, built on one clear positioning. Finance gets a savings calculator, IT gets security documents, and your champion gets a business-case template to forward.
This is mine“Paid clicks cost more every quarter.”
Tighten targeting to your ideal customer profile, the companies most likely to buy and stay. In Google Ads and LinkedIn, we then cut broad keywords and move budget to what produces pipeline.
This is mine“Trial users sign up and never come back.”
Track the activation step, where users first see the product prove its value. Then improve onboarding emails and prompts with your product team, triggered by what users have or have not done.
This is mineOur beliefWe'd rather show you results than a nice presentation.
/ 03 Proof
Who we haveworked with.
Honest AI and Prezent, two software companies, are on our client list. We haven't yet published a software case, so we show the plan and the proof from the buyer's side, not a past project.
Brands in this trade we have worked with
“PromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. …”
Bimal ShahExecutive Director at Fine Organic Industries Limited/ 04 Order to start
Start here,in this order.
The moves, in the order we would do them.
| Step | What we do | Why |
|---|---|---|
| Strategy | Pick the ideal customer profile and segments. Position against rivals and in-house builds. Choose the sales motion. | A sharp segment makes every later rupee cheaper. |
| Digital | SaaS SEO and AI search on buying questions. LinkedIn and Google campaigns aimed at your ideal customer profile. Trial nurture by email. | Buyers shortlist before they talk to you, and paid tests messages fast. |
| Advertising (mainline) and PR | PR in business and tech media, with founder profiles and launch news. Outdoor or print around major industry events. | Committees check whether a vendor is credible. |
| BTL (below the line) and activation | Roundtables and conference and trade-show stands. User meet-ups and partner events. | A room with the right ten people can move several accounts. |
We connect your CRM and product analytics to the ad platforms. What can't be measured can't be achieved. Data on qualified deals goes back to LinkedIn and Google Ads.
/ 05 Cost
What SaaS marketing costs.
We don't publish a price list. A 30-minute strategist call comes first, then a one-page plan. Ad spend and event costs are billed at actuals, and so are review-site fees.
What affects the cost
- Segments and markets the plan covers, and languages
- Content and SEO volume each month
- Paid spend on LinkedIn and Google, plus review sites
- Events, plus CRM and analytics set-up
How we quote
- We learn your buyers and deal size, and the pipeline you want
- We review your site, content, ad accounts and CRM, then write a scope
- A written quote follows within 2 working days. Our fee and ad spend sit on separate lines
What you get in the quote
- Segments and markets covered
- Monthly content plan
- Paid channels, with spend at actuals
- Tracking set-up and a pipeline report
How it is billed
| Way of working | When it fits |
|---|---|
| Monthly retainer | Always-on SEO, content, paid campaigns and pipeline reporting; minimum 3 months, 30 days' notice to stop |
| Project fee | Positioning, a new-market plan or a website rebuild (usually 4 to 6 weeks); timeline confirmed in the quote |
| Media and events at actuals | Ad spend and event costs, billed as quoted |
To compare quotes fairly, check that content and paid spend sit on separate lines. Tracking set-up should too.
Every client and project is different. The cost depends on the effort it takes, so we price after the first call.
/ 06 Services
Services forSaaS and tech.
Built for committee buying and long sales cycles, and measured on pipeline.
Digital marketing for SaaS
Search, ads, social and WhatsApp work as one plan for software buyers, judged on demo requests and deals.
SaaS SEO
Comparison, alternative, integration and use-case pages, built to bring trials and demos.
GoogleWebsite and pricing pages
A fast site with comparison and pricing pages that answer real questions.
AI automation for software
AI sorts demo requests and drafts first replies, and your sales team decides who to call.
Go-to-market plan
Your ideal customer, your edge over rivals, and the right sales motion.
AI search visibility
Pages that ChatGPT and Google's AI answers can cite when buyers ask.
GoogleAll services for saaS & technology (8)
LinkedIn and Google ads
Campaigns aimed at your ideal customer profile and named accounts, judged on pipeline.
LinkedInGoogle AdsContent and founder posts
Ungated guides and case studies, plus founder posts that answer evaluators' questions.
LinkedInEmail and onboarding
Trial nurture and onboarding emails, triggered by what each user has done.
Product and explainer films
Short films that show the product at work, for your site and sales decks.
YouTubePR and thought leadership
Founder and leadership profiles in business and technology media, and news of launches and funding.
Events and roundtables
Roundtables and conference stands for your target accounts, with every contact tagged.
Reviews and reputation
Full profiles on G2 and Capterra, and a habit of asking happy customers for reviews.
CRM and pipeline reports
CRM and product data joined into one pipeline report that sales trusts.
Unsure whether to fix trial sign-ups or win over the buying committee first? Let's choose between them with your sales head. Choose the first move
/ 07 AI and automation
Where AI can help SaaS and techtoday.
Real business problems, from sales to back office, each with a plain AI fix. A person stays in charge of every step.
In a survey of 140 Indian SaaS firms from late 2022, about half of leaders named slow deal closing as the top growth blocker.
The AI fix With consent, AI turns recorded sales calls into notes and next steps, flags quiet deals and drafts emails. The rep checks everything and sends it.
A late-2022 survey of Indian SaaS firms found over 40% of leaders named sales inefficiency as a growth blocker.
The AI fix AI scores leads from website visits and form answers so reps call the warmest first. Sales leaders set the scoring rules and review them monthly.
AI and automation systems WhatsApp automation Chatbots
These show what such tools do. Each card links its source. We do not claim a past project here.
/ 08 What's included
SaaS and tech,where we go deeper.
01
B2B lead generation
LinkedIn and Google campaigns aimed at your ideal customer profile, judged on meetings held and qualified pipeline.
02SEO
SaaS SEO on comparison, alternative, integration and use-case pages, built to bring trials and demos, not just traffic.
03IT services
Long cycles and large deals: thought leadership, account-based marketing, partner programmes and case studies buyers can check.
Go deeperMore on this
Deeper reading if you want the research behind the plan.
The SaaS and technology market in depth
Market size and trend
Nasscom expects India's tech industry to earn about $315 billion in FY2026, up 6.1%. Software products rise to $23 billion from $21 billion. The newest SaaS count we found is Bain's, from 2022. Yearly recurring revenue was $12 to 13 billion, with only about 20% earned in India.
Source: PTI, India FY26 tech revenues seen up 6.1% at USD 315 billion, 24 February 2026. Bain & Company, India SaaS Report 2022, 23 January 2023
How buyers decide
Our view: someone hears of a tool from a peer, searches, and reads reviews and the pricing page. They try it, then a committee checks security, price and fit. Gartner's 2025 survey of 646 business buyers found 67% prefer to buy without a sales rep. They drop out at a hidden price, a missing security page or a slow reply.
Source: Gartner, survey of B2B buyers, 9 March 2026, as reported by Digital Commerce 360, 17 March 2026
What buyers expect
In their words: "Show me the price. Can I try it first? Is my data safe? Will it fit our tools?" Few say it aloud, but a committee judges you on a clear security page. It also judges a public status page and a support reply in its own time zone.
How brands here sell
Product-led firms let buyers try first, on a free trial or free tier. Sales-led firms sell by demo to a buying committee. Partner-led firms sell through resellers and cloud marketplaces. IT services firms sell people and projects. Many Indian firms earn most of their money abroad. More in our business models guide.
Where it is heading, and AI today and next
Nasscom puts India's AI revenue at $10 to 12 billion in FY2026. AI today: answer product and pricing questions in chat, and draft support replies. AI next: buyers use assistants to shortlist (45% in Gartner's survey used AI tools in a recent purchase). So keep price, security and comparison pages factual. AI cannot win a committee's trust.
Source: PTI, India FY26 tech revenues seen up 6.1% at USD 315 billion, 24 February 2026. Gartner, 9 March 2026, as reported by Digital Commerce 360, 17 March 2026
People, bodies and stories
Associations and bodies
Nasscom: India's tech industry body, set up in 1988.
Zinnov: a consulting firm that writes the yearly tech start-up report with Nasscom.
IAMAI (Internet and Mobile Association of India): a not-for-profit body for online businesses.
iSPIRT (software product industry round table): works on policy for software product firms.
SaaSBoomi (now AIBoomi): a volunteer-driven community of founders.
Source: Each body's own website, read 10 October 2026; Nasscom's description is read from search extracts of its site
People who scaled the category
Krish Subramanian is CEO and co-founder of Chargebee. It says 6,500+ businesses in 227 countries and territories use it.
Abhinav Asthana is CEO and co-founder of Postman, a tool for APIs. An API means a link that lets programs talk to each other. Postman says it began in Bangalore and that 500,000 companies use it.
Source: Chargebee, company page, read 10 October 2026. Postman, About, read 10 October 2026
A brand journey worth knowing: BrowserStack
Ritesh Arora and Nakul Aggarwal launched BrowserStack in 2011. Before that, testing a website on many browsers took Ritesh about four days. Its CFO said it grew for about a year with no promotion. The word spread in a closed developer community.
It stayed profitable on its own money until early 2018. In June 2021 TechCrunch reported a $200 million round at a $4 billion valuation, and over 50,000 customers.
Source: Inc42, Bootstrapped, SaaSy, and global: BrowserStack, 4 April 2017. TechCrunch, BrowserStack valued at $4 billion in $200 million BOND-led funding, 16 June 2021
What you can do, and how we would deliver
What you can do, and what is not ours
You can do much yourself: write your ideal customer profile with your sales head. Ask happy customers for reviews, and keep one honest pricing page. Your product, roadmap, security audit and contracts are not ours. We take positioning, SEO, content, campaigns and pipeline reports, or review your funnel in a marketing audit.
How we would deliver, and why each step
First, pick the ideal customer profile and sales motion, because a sharp segment makes every later rupee cheaper. Second, SaaS SEO and LinkedIn and Google campaigns, because buyers shortlist before they talk to you. Third, PR in business and tech media, because committees check a vendor is credible. Fourth, roundtables and stands, because a room with the right ten people can move several accounts. Shivanand Mishra, our Digital Marketing Lead, runs the SEO audits, the B2B lead generation and the reporting. Saurav Agarwal, our Founder and CEO, takes the strategy call, the business review and the budget logic.
AI companies and AI products
What AI buyers ask first
Our view: AI buyers ask four things first. Can I trust it? Is my data safe? Can I try it? What will it cost? Tools that make images, voice or video get a fifth: how is AI-made content marked? On 10 February 2026 the government amended the IT (Information Technology) Rules. Online platforms must now label permitted AI-made content.
Source: Press Information Bureau (Ministry of Electronics and IT), release on AI-generated deepfakes, 6 August 2026 (PRID 2295500). General guidance, not legal advice
Long sales and free trials
Our view: a big buyer takes months, because security, legal and finance all check the tool. A small team may decide in a day. Product-led growth means a free trial or demo leads to a paid plan, so the product does the first selling. Watch where trial users stop, and fix that step first.
Getting named in ChatGPT and Google's AI answers
Our view: some buyers now ask an assistant for a shortlist. Assistants quote pages that answer plainly, so say what your product does and who it suits. Our AI search optimisation work covers ChatGPT optimisation and Google AI Overviews. These are the AI summaries at the top of Google results.
Explaining the product in plain words
Most AI products are hard to picture. Docs in plain words explain the product before a call does. So does a short video of one real task. Comparison pages help buyers weigh you against others. Our content marketing work builds these.
What you can do, what is not ours, and how we would deliver
You can run the trial, keep honest docs and publish your data policy. The model, the data, the security review and the legal terms are not ours. We would start with SaaS SEO and B2B lead generation. Then come LinkedIn ads, a WhatsApp chatbot and AI automation systems to follow up fast.
/ 09 Worth knowing
Worthknowing.
Useful before you start. Open it when you need it.
Checklist, rules, AI for operations, global events (4)
Brand basics checklist
The basics
- Logo and brand guidelinesOne set of logo files and a one-page guide to colours and fonts.
- Domain and business emailyourname.com and name@yourname.com, not a free mail address.
- A website that works on phonesFast, secure, with Call and WhatsApp buttons.
- Google Business ProfileCorrect name, hours, photos and category.
- WhatsApp BusinessCatalogue, quick replies and an away message.
- Social media handlesThe same name on each platform you use.
- Business cardsName, role, phone, email and website.
- Letterhead and invoiceYour legal name, address and tax details, with your logo.
- Company profile or brochureOne document you can send on WhatsApp.
- SignageMatches your logo and your Google listing.
- Photos and short videosReal work, real people, real premises.
For SaaS and tech teams
- SOC 2 or ISO 27001 page, if you hold themShow them only if you hold them. Name the auditor and the report period.
- Privacy policy and consent noticeDPDP Rules, 2025 ask for a separate, clear consent notice. Source: PIB, 17 Nov 2025.
- Data processing agreement (DPA)The contract customers ask for when you handle their users' data.
- Status pageUptime and past incidents in public, with a subscribe link.
- Pricing page structurePlans side by side, what each includes, and a trial or demo path.
- Case study templateProblem, steps, result and the customer's own words, approved by them.
- Review-site profilesFull, current G2 and Capterra pages, and a habit of asking for reviews.
- Comparison and alternative pagesFair pages that compare you with named rivals, using facts you can prove.
Data rules and claims in B2B marketing
B2B marketing still handles personal data, and tech buyers check claims closely.
Data in India. The Digital Personal Data Protection Act, 2023 sets consent rules, including for business contacts' work emails and phones. Promotional calls and SMS follow rules from TRAI, the telecom regulator.
Selling abroad. Europe's GDPR data law applies to personal data you collect there. Other countries have their own email and data rules. We check outbound plans market by market.
Claims. Back every security certificate, uptime figure and logo with proof. Customers must approve being named. ASCI, the advertising watchdog, wants fair comparisons with rivals.
Your legal team approves data processes and claims. General guidance, not legal advice.
One number. RBI's survey puts India's software services exports at US$204.7 billion in 2024-25, up 7.3%. The US took 52.9% and Europe 32.8%. The figure includes IT and back-office work. Source: Reserve Bank of India, Survey on Computer Software and IT-enabled Services Exports, 2024-25.
AI for the back office
Auto-pay payments for subscriptions can be declined, and customers can then leave without choosing to, which is called involuntary churn.
The AI fix A tool retries failed payments, sends a reminder with a payment link and marks accounts at risk. Finance reviews write-offs, and the team calls large accounts personally.
A late-2022 survey of Indian SaaS firms called hiring and keeping skilled people a continuing key challenge.
The AI fix An assistant reads CVs against the job description, suggests a shortlist with reasons and books interviews. Recruiters decide every shortlist and offer, and check the tool for bias.
Global events worth a trip
SaaStr Annual
San Francisco Bay Area, United StatesUsually May.
Send your list of people to meet early, and plan a hands-on activity for your booth if you exhibit.
Web Summit Lisbon
Lisbon, PortugalUsually November. Next: 9 to 12 November 2026.
Bring a small team to split the content tracks, the startup area and the Night Summit, then compare notes after each day.
GITEX GLOBAL
Dubai, United Arab EmiratesUsually December. Next: 7 to 11 December 2026.
Plan around the one-day summit and the four expo days, and ask about the buyer programme before you book a stand.
Do ignored leads or a CFO who says no sound like your quarter? Tell us the louder one, and we'll start there. Tell us your funnel
/ 10 Events and exhibitions
Events and exhibitionsworth your time.
Where software firms, buyers and investors meet each year. Pick one or two, and plan the stall, the meetings and the follow-up before you book.
AIBoomi Annual (formerly SaaSBoomi)
ChennaiUsually March.
Choose the workshops on scaling B2B SaaS with AI, and swap notes with other founders and go-to-market heads on what works.
India Mobile Congress
New DelhiUsually October.
Use the schedule filter to pick sessions on cybersecurity and AI that touch your product, then meet telecom firms at the exhibition.
Bengaluru Tech Summit
BengaluruUsually November. Next: 17 to 19 November 2026.
Pick two of the 16 tracks that match your product, like data and cybersecurity, and ask about B2B meetings before the summit.
KubeCon + CloudNativeCon India
MumbaiUsually June.
If your software runs on cloud native tools, join the breakouts and the solutions showcase, and meet users at the welcome reception.
Dates change. Check the organiser's site before you plan.
/ 11 Learn from the leaders
What we can learn from the leadersin SaaS and tech.
Well-known Indian brands, each with one plain lesson for an owner in your line of work. Names only, as public examples.
Zoho
Decide on purpose how to fund your growth. Paying your own way can let you put customers ahead of investors.
What they did Zoho says it began in 1996 as AdventNet, was renamed in 2009 and has never taken money from investors, which it says lets it focus on the customer.
Tally Solutions
Build a network of outside sellers and supporters, so customers get help even where your own team cannot reach.
What they did According to its About page, Tally has a network of 28,000+ that delivers sales, support and services, and it aims to serve MSMEs worldwide.
Whatfix
Be ready to change your product as you learn what buyers need. Your first idea may not be the one that lasts.
What they did Whatfix's About page says it was co-founded in 2014 and began with SearchEnabler, an on-demand SEO platform that later evolved into Whatfix.
Postman
Start with a small tool that fixes one real problem. Prove it works for a few people before you plan a big company.
What they did Postman's About page says it started as a side project to solve a specific problem. Abhinav Asthana set out to create a tool that would simplify API testing.
Chargebee
Sell one clear promise. Say which messy mix of tools your product replaces, and what the buyer gets instead.
What they did Chargebee's page speaks of moving from disconnected billing and quoting tools to a unified revenue system. It says it is trusted by 6500+ businesses serving 227 countries and territories.
BrowserStack
Do not rush into paid sales and marketing. Let the product earn its first users, then spend once people clearly want it.
What they did Inc42 (2017) quotes BrowserStack's CFO saying it grew for a year before it invested in sales and marketing. Ritesh Arora says it was profitable from the beginning.
Source: Inc42, 2017
These brands are not clients of ours and we use no logos. Each card links its source.
Want a second pair of eyes on your pricing page and security page? Send the links and we'll read them with you. Send on WhatsApp
/ 12 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
Related pages.
The services that go with this work, the segments we cover and nearby industries.
Services for this industry
Segments we work with
For SaaS and B2B tech teams
Tell us where the pipeline stalls.We'll show you where the buyers are.
Straight answers.
-
It depends on segments, markets, monthly content and paid spend. One segment at seed stage costs far less than three countries at scale. We don't publish a price list. A written quote follows within 2 working days of the first call.
-
Usually both, with different expectations. Paid search and LinkedIn test messages and show early pipeline. Content and SEO usually show results in 3 to 6 months and keep paying back. The balance depends on your deal size and sales cycle, and on existing search demand.
-
Pages built around how software is bought. Think comparison and alternative pages, plus a pricing page that answers real questions. We add technical basics and AI search optimisation, and track it to trials and demos. Our SEO services page has the detail.
-
For most B2B products, yes. It reaches people by company and role, and founders build credibility there. Paid clicks are costly, so it pays back only with tight targeting, a strong offer and fast follow-up. See LinkedIn and B2B lead generation.
-
It depends on how quickly a user sees value alone. Simple tools for small teams suit a free trial or free tier. Complex products sold to larger companies need a guided demo or paid pilot. Many run both. We check your activation data first.
-
For many categories, yes. Buyers check review sites such as G2, Capterra and Gartner Peer Insights. Enterprise buyers in some categories also read analyst reports. Asking happy customers for reviews often beats one big push, and so does a full, current profile.
-
Yes. Selling to the US, UK, Middle East or Southeast Asia changes the proof buyers expect. The channels and data rules change too. We tailor messages and content for each market, and set up review-site profiles. We also equip your outbound team, starting with go-to-market strategy.
-
Ask what it will report on. Pipeline, trials that activate and revenue beat traffic and leads. Ask each one, us included: has it sold to buyers like yours? What would the first 90 days test? Who writes your content? Nobody can honestly claim to be the best.