PHILIPP CUNSOLO
PAID DEMAND GENERATION FOR B2B SAAS
You're optimizing for the demand you already have instead of building the demand you'll need next.
Most B2B SaaS companies spend the majority of their paid budget recapturing people who already know the brand, not creating the net-new pipeline that actually moves ARR.
The problem
The problem is what your paid media is optimized for.
Most paid campaigns optimize for the people closest to conversion: branded search, returning visitors, and retargeting. That makes dashboards look healthy, but it doesn't grow the pool of people who will eventually buy from you.Meanwhile, the buying journey is changing. Buyers now research vendors through AI search and build their shortlists before they ever click an ad. Demand has to be created earlier than most campaigns are built for.
What I do
I build paid media that creates demand, not just captures it.
What I movePaid-sourced pipeline, MQLs, SQLs, CAC and new ARR.
What I influenceCAC payback, LTV, retention, NRR, magic number and burn multiple. Your product, sales and CS teams drive these too, but who paid brings in, and at what cost, shapes all of them.
What I don't doTracking and attribution setup, product or pricing. I'll work with the data you have and flag gaps, but demand gen is the job.
Who is this for?
B2B SaaS companies with real budget and a lean team.
A good fit
Series A–B, $2M–$15M ARR$50K–$300K in annual ad spendA marketing team of 1–4Growth targets that require net-new pipeline, not just better demand capture
Probably not
Pre-seed or seed, still validating product-market fitUnder $50K a year in paid media — the work won't pay for itselfAn in-house paid team already doing this well
Why me
Enterprise-level demand generation
I ran demand generation paid media for Oracle's enterprise SaaS products — ERP, SCM, HCM and CX — across multiple countries, turning go-to-market plans into pipeline and reporting to executive leadership.I bring that same translation to SaaS companies who need it without hiring a full in-house team. Senior strategic oversight, not hands-on-keyboard management. I focus on the decisions that shape where budget goes, who it reaches, and whether it creates net-new pipeline.
How it works
You see the thinking before you pay for it.
1
Light Audit — freeI look at your ad messaging, the journey from click to demo request, and where your site loses people along the way. You get a short analysis with what I'd change. No account access, no call needed.
2
Demand Gen Strategy Audit — two weeks, $3,500Read-only access to your accounts, so I can see where budget actually goes. I map what's creating demand versus recapturing it, where the funnel leaks between ad and pipeline, and what I'd change in what order. You get a prioritised plan you can act on with or without me.
3
Ongoing Work — monthly, three-month minimumIf you want me running the strategy rather than handing it over, engagements run monthly. Three months is the floor, long enough for the platforms to learn and for pipeline to actually show.
Get started
Send a link, get an audit.
No pitch deck. No sales call upfront. Just send me your website, and I’ll send back a free Light Audit within a few days.
If it's not a fit, I'll tell you that too.