SaaS & Technology
SaaS and technology is CARBON Marketing Agency's core expertise. Our clients sell subscription software, often into enterprise organisations where a buying committee can run to 18 or more stakeholders across commercial teams, legal, procurement and compliance. So we start by finding your Ideal Customer Profile: the buyers with the greatest need, the budget to buy, and the fastest route to a yes. Then we build the positioning, messaging and campaigns that win them.
- Core expertise
- B2B SaaS and technology, from start-up to scale-up
- Typical buyer
- An enterprise buying committee, often 18+ stakeholders across commercial teams, legal, procurement and compliance
- Common blocker
- Trying to be all things to all customers, with feature-led messaging that lands with none of them
- Services used most
- All three: Growth Audit & Strategy, Full Service Agency and Fractional CRO
- Published stories
- Pebbles, Onboard Analytics
Why CARBON knows this market
Claire Briscoe has been building, selling and marketing software since before anyone called it SaaS. She co-founded Selectapension, a pension software platform sold as a service, and has since worked inside technology businesses at every stage: launching products, leading account teams and growing revenue at telematics and driver-safety platforms The Floow, eDriving and ABAX, and today as fractional Chief Revenue Officer and shareholder at Onboard Analytics. She knows what it takes to get a subscription product bought, renewed and expanded, and what keeps founders awake at night: usually money, people and competitors.
What usually holds SaaS & Technology back
Trying to be everything to everyone
A product that could serve every market ends up marketed to none. Without a sharp Ideal Customer Profile, the message gets diluted and the pipeline fills with buyers who were never going to sign.
Not front of mind when the buyer is ready
Only a small share of your market is buying at any one time, and when they are, they shortlist the companies they already know. Stay invisible in between and you won't make the list.
Sales and marketing telling different stories
Sales hears the customer's real pain points every day, while marketing is still talking about features. When the two aren't joined up, leads don't become conversations, and conversations don't become revenue.
What we change first
The right buyers first
We define your Ideal Customer Profile: the accounts with the greatest need, the funds to buy and the fastest route to a decision.
Their problem, not your features
Positioning and messaging built around the commercial problem each buyer needs solving now, for every member of the buying committee.
Marketing and sales, joined up
One story and one set of numbers across your website, LinkedIn, Account Based Marketing (ABM) and the sales team, so leads turn into conversations and sales.
The stories behind this market.
Pebbles
From positioning reset to 12 demo meetings booked before BIBA
Onboard Analytics
Insurer onboarding cut from 6–9 months to under 3, with a top 5 UK insurer on the platform
“Since joining as our fractional CRO, Claire has helped us bring much greater focus to the business — challenging where we spend our time, helping shape the product roadmap, refining our propositions and making sure we're building things that customers actually want to invest in.”
“She [Claire] had a real knack for guiding us on how to drive additional revenue in a way that made sense for both the business and the clients, without it feeling forced.”