NWLAB runs marketing for B2B and SaaS companies: LinkedIn Ads segmented by job title and company, authority SEO and nurture email for the qualified lead. It is for operations with a long sales cycle and an ICP defined by job title, industry and company size, starting at $1,500 per channel per month. We work remotely with companies in the United States, Canada, the United Kingdom, Australia and Brazil.
No commitment. Just context, judgment and clarity.
Results vary by context. We use our diagnostic to frame feasibility before any projection.
Average cost per lead on Google search ads for Business Services: $93.69, against $66.69 across all industries
LocaliQ, 2026
61% of B2B buyers prefer a rep-free buying experience, and 73% actively avoid suppliers who send irrelevant outreach
Gartner, 2025
On average, 13 people inside a company are involved in a B2B buying decision, and 86% of B2B purchases stall during the process
Forrester, 2024
B2B buyers are nearly 70% through the purchase process before they engage a seller, and 81% already have a preferred vendor at first contact
6sense, 2024
Up to 95% of B2B buyers are out of market at any given time: when companies switch providers about every five years, only about 5% are in market in a quarter
Ehrenberg-Bass Institute, 2021
In Brazil, 39% of companies with a marketing and sales SLA hit their sales targets, versus 20% of those without one, and 62% still have no SLA
Panoramas RD Station, 2026
We build demand generation for B2B, SaaS and technology companies: LinkedIn Ads, Google Ads, authority SEO and email nurturing. For companies that sell to companies and need qualified leads, not volume.
B2B marketing does not work like B2C. Most agencies miss that difference. A B2B sales cycle has multiple decision makers, runs for weeks or months, and rarely ends on the first interaction. That means B2B marketing has two jobs at the same time: generating demand (people who do not know you yet) and capturing existing demand (people already looking for a solution like yours). SaaS adds one more layer: the free trial or freemium step between marketing and sales. A poorly defined ICP is the most common cause of high CAC in SaaS.
Meta Ads with a direct conversion objective rarely works on a long sales cycle. B2B marketing needs content plus nurturing plus long term remarketing, not a direct response campaign built for a consumer product.
A badly configured LinkedIn is the most expensive channel in B2B marketing. Configured well, it is the only channel that targets by job title, seniority, company, industry and company size at the same time.
A B2B buyer decides on trust and perceived competence. A company with no technical content, no documented case studies and no authority positioning loses to the competitor who has them, even with a better product.
A lead who downloaded a whitepaper is at the start of the cycle. Without a nurture email sequence that educates and keeps you present through the months of the decision, that lead closes with whoever stayed present.
Before any campaign goes live, we define the ICP by job title, industry and company size and map the CRM stages: lead, MQL, SQL, opportunity, closed-won. Every form, demo request and trial lands in the CRM with source and campaign, and opportunity conversions flow back to Google Ads and LinkedIn Ads. Without that loop, optimization stops at cost per lead, the most misleading number in B2B.
Marketing and sales agree in writing on what a qualified lead is, how fast sales follows up and how lost reasons get back to marketing. That agreement turns 'the leads are bad' into criteria you can adjust, and it's the first thing we check when pipeline stalls.
Buyers ready to purchase get a demo, a trial or an assessment, with a form that qualifies on title, company size and current tool. Buyers still evaluating get comparisons, ROI calculators and case studies; buyers who don't know they have the problem get content that names it. A single 'talk to sales' offer loses the evaluators, who are most of the market.
Google Ads and SEO capture people already searching the category, with 'software', 'alternative to' and comparison terms, plus heavy negative keyword work on jobs, courses and free. LinkedIn Ads reaches the buyer by title, industry, company size and account list before they search, and retargeting follows visitors who saw pricing, demo or case study pages. Budget splits by cost per opportunity per channel, not by lead volume.
Leads who aren't ready enter email sequences by persona and stage, with an alert to sales when they come back to pricing or demo pages. Every week we match campaigns, keywords and audiences against open opportunities in the CRM and cut what produces form fills with no pipeline. With sales cycles that run weeks to months, results are read by monthly cohort, not by this week's closes.
Want this operation mapped to your business?
Free DiagnosticUS$ 2.47M in tracked revenue for clients, at a weighted ROAS of 7.96.
Accounts managed by NWLAB, 2023 to 2025
Who it is for
B2B and SaaS companies with an ICP defined by job title, industry and company size, or ready to define one in the diagnostic
Teams with sales coverage, an SDR, an AE or the founder, who follow up on leads in hours, not days
Products with a contract value that supports a sales cycle of weeks to months
Leaders who measure marketing on pipeline and revenue in the CRM, not on lead volume
Who it is not for
Companies with no CRM or no one to work the leads marketing generates
Teams looking for cheap form fills in bulk with no qualification criteria
Products that don't know yet who they sell to: ad spend doesn't fix positioning
Start from the end: define the ICP (title, industry, company size) and what counts as an opportunity in your CRM, then pick channels. Google Ads and SEO capture buyers already searching, LinkedIn Ads reaches them by title and company before they search, and email keeps you present through the cycle. The number that should move budget is cost per opportunity, not cost per lead.
With a written SLA: what a qualified lead is, how fast sales follows up and how lost reasons get back to marketing. In Brazil, 62% of companies still have no SLA, and those with one hit their sales targets almost twice as often (39% vs. 20%, Panoramas RD Station 2026). In practice that means one CRM with stages both teams share and a short, fixed weekly review of rejected leads.
A good one runs demand capture, demand generation and the handoff to sales as one system, measured on pipeline. At NWLAB that means Google Ads and SEO for active search, LinkedIn Ads by title and account, nurture email and conversion work on demo and trial pages, all tracked to closed-won. We work 100% remotely, with ad budgets from $1,500 per channel per month and public pricing for setup and management.
Usually because it targets high volume, top of funnel keywords that attract students, competitors and the curious, not buyers. B2B SEO that produces qualified leads prioritizes problem, comparison and category terms ('X software', 'alternative to Y', 'X vs. Y') and ties every page to a fitting offer, such as a demo, an assessment or a calculator. If you don't track which pages create opportunities in the CRM, the report shows traffic up and pipeline flat.
Yes, when the contract value covers the higher click cost and the ICP is defined by title, industry and company size, which is exactly what LinkedIn targets, including by account list. B2B leads are expensive on every channel: Business Services leads from Google search average $93.69, against $66.69 across all industries (LocaliQ, 2026). Judge LinkedIn on cost per opportunity against contract value, not on CPC.
An MQL fits the ICP and showed intent through behavior, an SQL is a lead sales accepted after a conversation, and a PQL is a trial or freemium user who hit a usage milestone in the product. In product-led SaaS the PQL matters because the user has already seen the product work. Marketing and sales should set the criteria together and revise them as lost reasons pile up in the CRM.
Search campaigns can open opportunities in the first weeks, while SEO and LinkedIn programs build over months. Up to 95% of B2B buyers are out of market at any given moment (Ehrenberg-Bass Institute, 2021), so part of the budget works on buyers who will purchase next quarter or next year. That's why we read results by monthly cohort in the CRM, not by this week's closes.