What should a SaaS founder look for in a LinkedIn agency?
Daniel Nogueira, Co-founder, Scale Content Labs·Updated The short answer
A SaaS founder needs a LinkedIn agency that writes about your buyers' problems, not your product, and connects posts to pipeline: demo requests, trials or an owned audience like a newsletter. Feature announcements rarely travel on LinkedIn. Your point of view on the problem does.
What's different about SaaS on LinkedIn
- Buyers research before they talk to sales. A founder whose posts they've read is a founder they already trust.
- The product isn't the story. Posts about the problem, the market and what you've learned outperform product updates.
- Several people buy. Content that a champion can forward to their boss does double duty.
What to look for in an agency
- They ask about your ideal customer profile and sales cycle before they talk about posts.
- They can turn a technical product into plain-language stories about outcomes.
- They build capture: lead magnets, a newsletter or a demo path, not just impressions.
- They report on what matters to you: demos, trials, subscribers.
What it looked like for our B2B SaaS client
Kevin Kenneth Lau is a customer marketing leader in B2B SaaS with 15+ years' experience and a Substack newsletter, The Customer Continuum. He already had 13,694 followers, so the job wasn't reach. It was moving LinkedIn readers onto a channel he owns.
In 90 days: +2,882 followers, impressions up 106% on the previous 90 days, newsletter subscribers up 89% and paid subscribers up 60%. The full breakdown is on the case studies page.
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