• Bay Leaf Digital — B2B SaaS Marketing Field Guide

Your B2B SaaS marketing questions, answered.

Plain-language answers to the strategy, channel, and technology questions B2B SaaS marketers ask most. No fluff — written by the team that's been doing this for over a decade.

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B2B SaaS
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Marketing Strategy

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Content Marketing

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Generative Engine Optimization

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B2B SaaS Marketing Field Guide

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Marketing Strategy

What is a Demand Generation Company?

Building awareness before buyers are ready to buy is what separates a demand generation company from a lead generation company, which captures buyers at the point of conversion. In B2B SaaS, where buying groups average six to ten stakeholders and most research happens before a vendor is contacted, that early awareness work is what lead generation does not perform.
September 2, 2026
Content Marketing

What are the 5 Pillars of SaaS Content Strategy?

The five pillars of a SaaS content strategy are audience and journey mapping, editorial direction, content architecture, distribution and amplification, and measurement and governance. Each is a strategic decision rather than a content type, and together they govern how content connects to buyers and to revenue. Audience mapping comes first, since the other four depend on knowing who the content serves.
August 25, 2026
Content Marketing

What is SaaS Content Marketing?

The subscription model raises the stakes for what content marketing has to deliver. Rather than optimizing for a single purchase, SaaS content marketing typically has to win buyers during a multi-stakeholder evaluation and keep them engaged long enough to protect the recurring revenue that funds growth. Programs that do this well span the full customer lifecycle from initial research through ongoing retention.
August 25, 2026