Hi there,
Thanks for reaching out. Happy to give you some initial thoughts and guidance on finding the right agency for your B2B SaaS code review tool and getting those crucial first paying users who are qualified engineers.
You're absolutely right to focus on getting actual adoption and trials rather than just MQLs. Especially in B2B SaaS, and a technical niche like code review, the sales cycle can be longer and you need people to actually try the tool to see the value. Not every agency gets this, some are just focused on lead volume, which isn't the right metric for your goal.
Finding an agency that understands your niche and goals...
This is probably the most important part. You need an agency that has demonstrated experience with B2B SaaS, and ideally, with technical audiences or products. It's a different ball game marketing to developers compared to, say, small business owners or consumers. They respond to different messaging and hang out in different places online.
When you're talking to potential agencies, ask them about their specific experience. Have they worked with other SaaS companies? What were the goals? Did they focus on trials, signups, product usage, or just leads? Ask for case studies, but look for ones that show how they tackled challenges similar to yours – getting qualified, technical users to take a specific action like starting a trial or integrating a tool. Generic case studies about lowering CPL for an e-commerce store won't tell you much about how they'd handle a code review tool targeting engineers.
You want to see that they understand the importance of user quality over just quantity. Ask how they define a 'qualified' trial or user for your type of product. How will they track that through the funnel? What metrics do they report on beyond just leads or clicks? They should be talking about things like trial start rates, conversion rates from trial to paid, and how they work with your sales or product team to ensure the leads they bring in are actually good fits.
Considering the right ad platforms for reaching engineers...
Based on my experience with B2B SaaS, especially for professional tools, you're typically looking at two main platforms to start with: Google Search and LinkedIn.
Google Search Ads are good for capturing intent. Developers who are actively searching for solutions to a problem your code review tool solves – maybe they're looking for alternatives to their current process, or searching for specific features they need. You can target keywords related to code review, collaboration tools, specific languages or frameworks your tool supports, or even competitor names. The advantage here is you're reaching people who are already problem-aware and seeking a solution. It can be competitive, so keyword strategy and ad copy are key.
LinkedIn Ads are powerful for targeting specific professional roles and industries. You can target engineers by job title, seniority, skills, industry, company size, even groups they're in. This is fantastic for reaching your ideal customer persona directly, even if they aren't actively searching right at that moment. However, LinkedIn can be quite expensive compared to other platforms. We've seen B2B decision makers acquired for around $22 CPL on LinkedIn for a SaaS client, which is pretty reasonable for B2B, but it varies hugely depending on your specific target audience and competition.
Meta Ads (Facebook/Instagram) can sometimes work for B2B SaaS, but the targeting for specific technical roles isn't as precise as LinkedIn. It's more for broader targeting or retargeting. That said, we have had success with SaaS clients on Meta, achieving results like 5082 trials at $7 each for one client, and even much lower costs per signup (under £2) for others, depending on the offer and audience size. It could potentially work for retargeting people who visited your site or engaged with your content, or maybe for broader awareness if your tool has wider appeal within tech teams. But for precise targeting of developers, LinkedIn is usually the go-to.
An agency should be able to discuss the pros and cons of these platforms specifically for your product and target audience, and recommend a strategy that aligns with getting trials and adoption, not just form fills.
Getting your website ready to convert visitors into trials...
Even the best ad campaign will fall flat if your website isn't optimised to convert the traffic you send there. For a B2B SaaS focused on trials, your landing page needs to be super persuasive and make it easy for developers to sign up and start using the tool.
Based on what I've seen work for other SaaS companies, especially in B2B, a completely free trial usually works best to get people in the door. Offering a demo is okay, but it adds friction and isn't the same as letting someone kick the tyres themselves. Your competition often offers generous trial periods or discounts to get users to commit to trying them out. Think about your offer – how can you make it a no-brainer for a busy developer to sign up for a trial? Is it truly free? How long is the trial? What features are included?
Your landing page needs persuasive copy that speaks directly to the pain points developers face with code review and highlights how your tool solves them. It needs clear calls to action leading to the trial signup. We often work with copywriters who specialise in SaaS to get this right, as it can make a massive difference to conversion rates. Any increase in your website's conversion rate means you get more trials for the same ad spend, effectively lowering your cost per trial.
An agency focused on performance for B2B SaaS trials should absolutely be looking at your website's conversion rate and offering suggestions for improvement as part of their service. It's not just about driving traffic; it's about converting that traffic.
Here's a quick overview of key areas to focus on:
| Area | Recommended Focus | Why it Matters |
|---|---|---|
| Agency Selection | Look for B2B SaaS + Technical Audience experience; Ask for case studies focused on trials/adoption, not just MQLs; Understand their tracking/reporting methods for qualified users. | Ensures the agency understands your specific goals and can effectively reach your niche audience. |
| Ad Platforms | Prioritise Google Search (intent) and LinkedIn (precise targeting); Consider Meta for retargeting or broader reach if appropriate; Test different formats (e.g., LinkedIn Lead Gen Forms vs. landing pages). | These platforms are typically best for reaching B2B technical users who are either searching for solutions or targetable by role/industry. |
| Your Offer | Consider offering a compelling free trial; Review what competitors offer. | A strong, low-friction offer is critical for getting users to sign up and try a B2B SaaS tool, especially one requiring workflow changes. |
| Your Website/Landing Page | Ensure your landing page has persuasive copy targeting developers; Make the trial signup process easy and prominent; Optimise for conversion rates. | Converts the traffic from your ads into actual trials, directly impacting your cost per trial. |
| Performance Metrics | Focus on metrics beyond MQLs, such as trial signups, trial completion rates, feature usage within the trial, and conversion to paid. | Aligns your marketing efforts with your ultimate business goal of acquiring paying users, not just leads. |
Putting it all together and why expert help might be worth considering...
Launching a B2B SaaS, especially in a technical niche targeting developers, and focusing on product adoption via trials is a complex undertaking. It requires a deep understanding of your audience, the right platform strategy, compelling offer and website optimisation, and sophisticated tracking to measure what really matters.
An agency with specific experience in this area can bring proven strategies, access to specialist copywriters or creatives who understand the technical audience, and the capacity to test and optimise quickly across platforms. They should be able to help you define your ideal customer, select the best platforms and targeting, build campaigns focused on trials/adoption, and continuously refine everything based on performance data.
Sometimes you just need someone who has done it before for similar companies to avoid costly mistakes and accelerate growth. If you'd like to chat through your specific situation in more detail, I'm happy to book in a free consultation to give you some more tailored thoughts and guidance based on your product and goals.
Regards,
Team @ Lukas Holschuh
