Hi there,
Really happy to give you some initial thoughts and guidance on finding the right agency for your API Gateway. I understand the pain of being burned by agencies that overpromise and underdeliver. It's a common story, especially in the SaaS space.
We'll need to look at their past work...
The first thing I'd suggest is to really dig into their case studies. Don't just look at the pretty pictures and vague claims. You need to see if they've actually worked with similar products, preferably API gateways or other developer tools. If they haven't, that's not necessarily a deal-breaker, but it does mean they'll have a steeper learning curve.
When you're reviewing their case studies, be sure to ask for specific, concrete numbers. Don't let them get away with general statements like "increased conversions" or "improved ROI." You want to know:
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-> What was the Cost Per Acquisition (CPA)?
-> What was the Customer Lifetime Value (LTV)?
-> What was the retention rate after 3 months, 6 months, and a year?
These numbers will give you a much clearer picture of their actual performance. If they can't or won't provide these numbers, that's a major red flag. It suggests they either don't track their results carefully or they're not proud of what they've achieved. Trust me, you don't wanna work with them if that's the case.
I'd say you should ask for a free consultation...
Another good way to gauge their expertise is to book a free consultation. Most reputable agencies will offer this as a way to get to know you and your business. During the consultation, pay close attention to their questions and suggestions. Do they seem to understand your product and target audience? Are they asking intelligent questions about your current marketing efforts?
You could ask them about their understanding of the developer mindset, and what their experience is in creating content for this user persona, to determine if they are legit. If they can’t answer these questions with detail and specificity, it's a red flag.
You probably should consider their targeting options...
Agencies may talk a lot about reach and impressions, but developers are a savvy bunch. You want an agency that understands how to target the right people on the right platforms. Places like Stack Overflow, GitHub, and even dev-focused subreddits can be goldmines for reaching your target audience. So you need to see if the agency has experience with these platforms.
Also, consider whether the agency has experience with content marketing. Developers are often more receptive to educational content than traditional advertising. Can the agency create blog posts, tutorials, or white papers that will resonate with your target audience? Content and free trials are good starting points, as I'm sure you're aware.
We've run quite a few campaigns for B2B SaaS. Some see ROI within a few days. But many take longer to optimise. A lot will depend on your offer, a completely free trial usually works best to get people in the door, then you can onboard them, nurture them, and upsell them to a plan later. To get people interested, you need a landing page with persuasive copy - we use a copywriter for this with experience writing for SaaS.
I remember one client that had success by offering free trials to get developers hooked. They were selling a database product and used targeted ads on dev blogs and forums.
You'll need to provide a compelling offer...
The other thing I'd recommend is to offer some in-depth technical content that the agency can promote, along with some free credits for your API gateway. Think of it as a "try before you buy" approach. You need to demonstrate value upfront to get developers interested in trying your product long-term.
Don't be afraid to ask tough questions and demand concrete answers. The right agency will be transparent about their experience, their process, and their results. And they'll be willing to put in the work to help you build a predictable, cost-effective paid ad campaign.
We help SaaS clients and, for example, we've been able to generate 3,543 users at £0.96 cost per user for a Software company with Google Ads. We also generated 5082 Software Trials at $7 cost per trial with Meta Ads. I also recall a Medical Job Matching SaaS where we reduced the £100 CPA to £7 CPA using Meta and Google Ads.
I've detailed my main recommendations for you below:
| Recommendation | Details |
|---|---|
| Vet Agencies Thoroughly |
-> Ask for case studies focused on API or developer-focused products.
-> Demand actual numbers (CPA, LTV, retention rates). -> Book a free consultation and assess their expertise. |
| Assess Their Targeting Strategies |
-> Ensure they understand how to target developers on platforms like Stack Overflow and GitHub.
-> Inquire about their experience with content marketing and creating developer-focused content. |
| Provide Compelling Offers |
-> Offer in-depth technical content and free credits for your API gateway.
-> Focus on demonstrating value upfront to encourage long-term usage. |
Finding the right agency can be a long process, but it's worth the effort. A good agency can be a valuable partner in helping you scale your business. But it's really important to do your homework and properly vet them. I hope this helps.
If you're finding it difficult to find the perfect agency fit, it might be worth considering expert help. An initial consultation can give you a clearer picture of what you need and how to find it. I'd be happy to offer a free consultation to discuss your needs and give you some personalised advice.
Regards,
Team @ Lukas Holschuh
