Paid Media for Enterprise Software (SaaS) Companies
Enterprise software is bought by committees, over long cycles, after a lot of research. DDM runs paid media for SaaS teams that need to reach the right accounts, support sales, and prove pipeline, not just lead volume.
Where SaaS paid media programs break down
Optimizing to the wrong conversion
Trial sign-ups, content downloads, and demo requests all get counted the same, so the platforms chase volume instead of pipeline.
Buying committees, not single buyers
Reaching one person is not enough. Programs need to reach the full set of roles inside target accounts.
Duplicate credit across channels
Google, LinkedIn, and Meta each claim the same opportunity. The CRM needs to be the source of truth.
Marketing and sales on different numbers
Without shared lifecycle stages, paid media reports and the sales pipeline never quite agree.
How DDM builds the program
- 01
Agree on lifecycle stages
Inquiry, MQL, sales-accepted, opportunity, and closed won are defined in Salesforce or HubSpot, and the stages used for bidding are chosen together.
- 02
Clean up conversion actions
One primary action per outcome on each platform, with duplicates retired and every action documented.
- 03
Build account-based audiences
Target account lists and buying-committee roles are activated on LinkedIn and supported by search and retargeting.
- 04
Pass pipeline back to the platforms
Opportunity stages and values flow back to Google Ads, Microsoft Advertising, LinkedIn, and Meta so bidding favors real pipeline.
- 05
Report sourced and influenced pipeline
Reporting comes from the CRM, so marketing and sales see the same numbers.
The platforms we work in
- Ad platforms
- Google Ads, Microsoft Advertising, LinkedIn Ads, Meta Ads
- CRM
- Salesforce, HubSpot
- Automation
- Marketo, Pardot, Eloqua
Make paid media accountable to pipeline.
Talk with DDM about a SaaS paid media program built around your CRM and your target accounts.