The Overview
There was a time when all you needed to generate leads for SaaS/B2B business was to launch a Google Ads Campaign. It did not even need to be the best-structured campaign/account. Just launch and watch leads flow in.
That was how the last decade in SaaS Marketing looked like.
The SaaS landscape is well and truly (over)saturated. This is just the 2024 MarTech Landscape. And it does not contain all the SaaS tools.
And they are all eyeing the same audience, biding for the same keyword, and launching their blogs/tools/AI-avatars.

Your game
So how do you play this game? Do you give up on Marketing? Or do you build so well, that people will flow?

Well, in my opinion, I truly disagree.
Marketing is till important. It may not be the most important thing you do at a point, but it’s vital to your SaaS success. Whether it’s digital or offline, events or podcasts, you need to kickstart your marketing engine.
And if you decide you need to invest in “demand gen” (SEO, Paid Media, MarkOps, CRO etc.) you cannot invest only in a single channel. That’s where most demand gen go to die.
The 2025 Demand Engine
Your 2025 demand engine need not be perfect in each channel, but it has to fire across all the channels your audience is on.
Why?
Put yourself in the shows of your audience. When you were looking to buy a tool, did you read a blog and convert? Did you see a webinar and convert? Or did you ask your friend, scoured the website, went on review platforms, asked existing customers, then had a demo and then chose?
I am assuming it’s latter for most of your tools.
And that’s how your demand engine should be. You should be there on search results, you should be building awareness on social channels, you definitely need to be on review platforms and most importantly, you need to be there when the customer comes to your website.
Firing all cylinders?
It seems a good theory but looks costly on salaries if you want to build a Marketing team that fires across on all engines. A lean digital team (even with AI tools) would have atleast the following structure
- SEO Analyst
- Content Editor/Writer
- Paid Media Specialist
- Website Manager
- Copywriter
- Designer
- Developer
And ramping these roles up to fully deliver, well that’s another story. That’s why we started YellowKyte. To solve for this exact problem. If you are looking to scale your demand generation, we should definitely talk