How the B2B SaaS World is Changing

On December 3, 2021, DocuSign’s stock plummeted 40% overnight, marking a turning point for the industry. The golden age of boundless growth was over. Suddenly, it wasn’t just about volume, output, or maximum growth rates anymore.For the first time, the cost of acquiring new customers became impossible to ignore. Sales and marketing were forced to face a harsh new reality.

This shift made the traditional B2B marketing playbook Outdated

Why?

Go-To-Market is the new product differentiation

The “Golden Era” sparked the SaaS boom - and with it, increased competition.
Products are becoming more alike, and differentiation through features alone no longer cuts it. What was once a unique selling point is now standard, easily copied by competitors. This makes a strong go-to-market strategy and flawless execution more critical than ever. They determine who reaches their ICP at the right time, wins them over, and turns them into loyal, long-term customers.

Low Lead Quality & poor Conversion Rates

Gated content pieces (like lead magnets) were once the go-to tool for collecting contact details and generating potential leads.

The problem? Only a small fraction of these "leads" were genuinely interested in buying, and even fewer were ready to purchase.

More expensive leads & higher sales team salaries

Rising competition is sharply driving up lead generation costs. The cost per lead (CPL) has skyrocketed since 2018. Meanwhile, labor costs for the same talent have nearly doubled.

B2B buying behavior has fundamentally changed

We live in a “buyer-led economy.” In B2B today, buyers are in control—not sellers. Buyers want to decide what they do, where they do it, and when they do it.

When it comes to B2B buyers...

The Challenges

On the market

Companies still need growth, but not at all costs

Increasing competition& undifferentiated products

Brand, marketing & GTM is the new differentiator

For companies

Misaligned KPIs: Lots of leads, but little pipeline

Long sales cycle & high customer acquisition cost

No inbound pipeline growth & inefficient spend

Für Marketing Teams

Lack of expertise on modern revenue marketing

No operational resources for paid ads, creative, SEO, and RevOps

Old tactics don’t work & new inspiration is missing

To address these challenges, Go-To-Market and marketing strategies
need to be reimagined.

Strategy Call

In 2025, there's a better way to scale your
inbound pipeline

Traditional Marketing
Revenue marketing by YOYABA
Philosophy
Growth at all cost
Profitable efficient growth
Mindset
Sellers have the power
B2B buyers have the power
Mentality
Marketing serves sales
Marketing & Sales build revenue
Strategy
Lead Generation
Revenue Marketing
Objectives
Generate as many leads as possible
Generate more pipeline from leads

It requires Revenue Marketing

In the new B2B SaaS world, marketing is responsible for revenue, with three clear objectives:

Demand creation

You want to be “top of mind” when your target customers are ready to buy. To do this, create demand for your product and brand by producing high-quality content that speaks to your ICP’s pain points—and distribute it where they spend their time and look for solutions.

Demand creation

Customers ready to buy and actively searching for a solution should find you with ease. Paid and organic growth initiatives are key to capturing demand from search engines and social media, while clearly demonstrating why your solution is the best choice.

Demand creation

To convert prospects into paying customers, you need efficient revenue operations that drive seamless collaboration between sales and marketing. The focus should be 100% on high-priority deals, with short sales cycles and high win rates.

Traditional lead gen Marketing

modern Marketing

Our Revenue Marketing Services

Our services - Paid Growth, Organic Growth, and Revenue Operations - bring together all the elements of revenue marketing.Depending on your goals (Demand Creation, Demand Capture, or Demand Conversion), we create a tailored combination of services.This ensures your inbound pipeline grows efficiently, so you’ll never waste time on unqualified leads again.

Blue circle
Demand Creation
Blue circle
Demand Capture
Blue circle
Demand Conversion
Revenue Marketing
Play buttonPlay button

Paid Growth

Catch your ICPs attention and turn it into pipeline with hyper-relevant content on paid social (LinkedIn, Meta, etc.) and high-intent campaigns on paid search channels like Google.

Paid Media
Creative Strategy & Design

Organic Growth

Create seamless user experiences at every buying stage and conquer the top google rankings with convincing organic content to generate and capture demand.

Organic Growth & SEO
Content & Thought Leadership

Revenue Operations

Create a fine-tuned revenue engine by implementing and harmonizing efficient processes, optimized workflows, human collaboration as well as a powerful tech infrastructure.

Revenue Operations & CRM

The 5 Priciples of Revenue Marketing

Successfully implementing the philosophy of revenue marketing within a company requires buy-in for shared principles.

Principle 1
Buyers have the power, we must serve them
Principle 2
Initiatives must drive pipeline and revenue, not just leads
Principle 3
The buyer’s journey is not linear and dark social is crucial
Principle 4
Only with hybrid attribution do we really know what works
Principle 5
Educate buyers to create demand & generate hand-raisers

listen to us AND ESPECIALLY to our customers

Ambitious Sparring Partner

"For our GTM strategy in DACH, we needed an ambitious sparring partner. And we certainly found one in YOYABA. The energetic and professional support of the Organic Growth team has enabled us to increase the number of opportunities generated via organic search in DACH by 25%."

Sarah Stott-Taylor
Sarah Stott-Taylor
CMO
,
Haiilo
Their creative approach is highly valuable to us

“YOYABA is excellent at research & creative strategy – especially in analyzing the whole buyer experience from top-funnel to conversion. Their creative approach of deeply immersing into the minds of our customers and then coming up with new ideas for formats and ad creatives in such a fast pace is highly valuable to us. This approach showed us a new process of continuously creating new ad creatives.”

Jaime Santafé Martínez
Jaime Santafé Martínez
Global Head of B2B Marketing
,
USC
Overcoming Operational Challenges

"YOYABA helped us overcome some of our toughest operational challenges. Their comprehensive approach to redesigning our CRM systems and processes has improved our internal efficiency and enhanced the customer experience. The integration between our CS and Finance teams and the automation of our renewal processes have been particularly impactful. Their dedication and expertise have positioned us for sustainable growth."

Michael Blazek
Michael Blazek
Chief Revenue Officer
,
Humanoo
Tailored RevOps Support Segmentation and Custom CRM Enrichment

"YOYABA understood our business context quickly. Their RevOps Team provided valuable expertise in refining our segmentation and lead routing processes. They helped us facilitate Marketing activities and even wrote a completely custom web scraping script for us that now continuously enriches our CRM database."

Nick Bhutani
Nick Bhutani
VP of Marketing
,
proofserve
Voller Fokus auf echte Kundengewinnung

“YOYABA hat ein super Verständnis für B2B SaaS und optimiert nicht nur auf Leads, sondern auf tatsächlich gewonnene Kunden. Dabei bringen sie immer wieder neue Ansätze, die es braucht, um im kompetitiven ERP-Umfeld zu bestehen.”

Jörg Hipper
Jörg Hipper
Head of Marketing
,
Xentral
I've never experienced that at an agency

“Every single point of contact with anyone at YOYABA is a 9.5/10 across the board and I have never experienced that with an agency. Probably not even 1% of all agencies can do that.”

Julius Komp
Julius Komp
Founder & CEO
,
Exporto
With 1 euro, we generated 4 euros in turnover

“By switching to the YOYABA Demand Gen. framework, we have significantly higher quality leads in the pipeline. ”

Markus Bimüller
Markus Bimüller
Head of Growth
,
Workist1
You only get one chance to make a great first impression on a market

"I knew we couldn’t afford to make a bad one with the DACH market, and that’s where the YOYABA team truly helped. There are very few demand generation agencies operating at the high level of sophistication we need in a partner, and that’s where YOYABA thrived. From meeting that high bar we have and being able to do it in a very professional manner is going to make it hard for us to ever want to use any other agency."

Sam Kuehnle
Sam Kuehnle
Vice President of Marketing
,
Loxo
No mediocre marketing

"We don't want to do mediocre marketing and YOYABA is exactly the right partner for this. YOYABA understands our target group and creates campaigns for us that stand out in a sea of boring B2B ads and position us as a thought leader."

Mika Leicht
Mika Leicht
Head of Marketing
,
Instaffo
Deep understanding of our target group

"YOYABA always manages to create new relevant creatives through a really deep understanding of our target group - often with a creative twist. By continuously optimizing the messaging, we have been able to keep improving the very good results. I am particularly enthusiastic about the video ads and always look forward to the filming days at the YOYABA office."

Markus Bimüller
Markus Bimüller
Head of Growth
,
Workist2
Consistently straightforward, professional and eye-to-eye

"The collaboration with YOYABA was consistently straightforward, professional and eye-to-eye. Communication was fast and easy. The Organic Team reliably delivered high-quality content, thought ahead, developed ideas, and demonstrated initiative. For me, that's what makes a great partnership!"

Anna Nguyen
Anna Nguyen
Content Marketing Manager
,
onlyfy by XING
Now we can steer our marketing & sales activites

"The biggest added value for us is the topic of attribution. Thanks to the adjustments we have made together with YOYABA, we can now drill down into channels and make direct connections to revenue metrics. Therewith, we can better evaluate and steer our marketing & sales activities."

Moritz Hofmann
Moritz Hofmann
Founder & CEO
,
Clockodo
Scalable processes to manage the entire customer journey

"YOYABA helped us create scalable processes to manage the entire customer journey, from lead to retention. The new data structure gives us better insights, allowing us to improve our go-to-market strategy."

Franz Tauber
Franz Tauber
CGO
,
Tidely
We better understand how channels and campaigns perform

„With YOYABA’s attribution system, we collect more data pointsand better understand how well channels and campaignsperform. This helps us to make good decisions for the future.”

Benny Hahn
Benny Hahn
Managing Director
,
ZEP by provantis
Collaboration as partners

"With YOYABA, we’ve built our performance marketing from the ground up. What we especially enjoy is the collaboration on equal footing. Together, we first developed our LinkedIn strategy, and now we’re tackling search engine advertising as the next step."

Laura Blauschmidt
Laura Blauschmidt
Head of Marketing
,
Brainsuite
Tripled the number of opportunities in just 6 months.

“Through YOYABA, we were able to triple the number of opportunities within only 6 months, but most importantly, we were able to build a comprehensive set-up for further scaling. For the first time, we have a planning capability that also makes our investors happy.”

Dr. Thomas Cann
Dr. Thomas Cann
CEO & Co-Founder
,
Fyrfeed
The collaboration with YOYABA goes far beyond the classic agency-client relationship.

“YOYABA is not only an execution-driven performance marketing partner for our primary channels Google & LinkedIn, but also continuously delivers fresh ideas and valuable approaches to scale and internationalize our inbound marketing. As a fast-moving SaaS startup, I appreciate the agile, honest and uncomplicated collaboration with the entire team, in addition to the performance marketing competencies.”

Thomas Peham
Thomas Peham
VP Marketing
,
Storyblok
50% of total pipeline through LinkedIn Ads

“LinkedIn had little impact on the pipeline before we started working with YOYABA. Now we generate about 50% of our total pipeline through LinkedIn Ads.”

Moritz Stern
Moritz Stern
Head of Strategy & Marketing
,
Operations1
Excellent Execution

“In my opinion, YOYABA is not a classic agency, but rather an indispensable partner that sees itself as part of our marketing organization and acts as such. The constant new input at strategic and operational levels, the high level of product understanding and the excellent execution have meant that we have been able to increase the value of our inbound pipeline tenfold in just a few months.”

Patrick Hollenbeck
Patrick Hollenbeck
Head of Marketing DACH
,
PlayPlay
We finally found the complete package

“Before YOYABA, we tried two other agencies, but our traffic and sign-ups kept dropping. With YOYABA, we finally found the complete package: a motivated team that works on our level, knows our product inside and out, and delivers the results we need. We were able to recover our most important traffic and get back on track with the website conversions. Overall, we can always rely on the Organic Team to deliver with precision.”

Torben Simon Meier
Torben Simon Meier
Founder & Managing Director
,
Raidboxes
High flexibility and outstanding content quality

“YOYABA really understands our product and delivers first-class content pieces. Besides the strong content marketing expertise, I also appreciate the flexible strategic support and the honest, uncomplicated exchange with the entire organic growth team. All in all, we could significantly increase our online visibility since we started collaborating.”

Joel Schneider
Joel Schneider
Co-Founder & CMO
,
Mooncamp
They work with the best of the best in the B2B SaaS scale-up space.

“The sparring and exchange with YOYABA is particularly valuable, you really notice that they work with the best of the best in the B2B SaaS scale-up space. This is something I notice in every jour fix.”

Philipp Ströhemann
Philipp Ströhemann
Founder & CEO
,
ComX

Drive Demand, Pipeline and Revenue at scale

60+ B2B software companies create more qualified leads, pipeline, and revenue every week by following our unique approach and proven expertise. Click on the link below to book a strategy call today.

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