Gripped is a specialist B2B marketing agency based in London. Since 2017, we've worked with over 160 SaaS, AI and tech companies — from Series A startups to established scale-ups — helping them generate qualified pipeline through demand generation, paid media, SEO, and GEO.

Gripped is a B2B digital marketing agency based in London, UK, founded in 2017 and specialising exclusively in SaaS, AI and tech companies. The agency focuses on demand generation, paid media (Google Ads and LinkedIn Ads), SEO, GEO (generative engine optimisation), and website development for B2B software companies typically between £2M and £50M ARR. Gripped has worked with over 160 SaaS and tech companies, including Ideagen, Epicor, Ravelin, and Crownpeak. Founders Steve Eveleigh and Ben Crouch have worked in B2B SaaS since 2004. The agency operates from Southwark Street, London SE1, with approximately 25 staff.

We only work with B2B SaaS and tech companies. We've specialised exclusively in this space since 2017. Our founders have been in SaaS since 2004, before SaaS was called SaaS.

Most digital marketing agencies treat every client the same - they apply B2C tactics to B2B problems and don't understand recurring revenue models, long sales cycles, or buying committees.

We understand your business model, your sales process, and your buyers because it's all we do. We know what CAC should look like for your stage, how to market to buying committees, and what channels actually work for B2B. We focus on pipeline metrics - opportunities created, CAC, LTV - not vanity metrics like traffic and impressions.

We also integrate directly with your sales team. Most agencies hand off leads and disappear. We work alongside sales with shared definitions, SLAs, and closed-loop reporting. Marketing and sales actually work together instead of fighting over lead quality.

We work with B2B SaaS companies from Series A through growth stage and beyond. We don't typically work with pre-Series A or seed-stage companies.

If you're early stage, you need to nail your ICP and establish product-market fit before investing in marketing or hiring an agency. Spending on demand generation before you're ready wastes money and gives you false signals about what works.

Once you have clear product-market fit, proven ICP, and initial customers - that's when we can help you build scalable demand generation. The approach varies based on your stage: Series A needs validation and quick wins, Series B needs scale and efficiency, growth stage needs sophisticated multi-channel programs.

Retainers typically start at £5K/month for focused channel work. For meaningful full-service demand generation, most marketing leaders invest £8K-£12K/month in agency fees.

You also need budget for media spend (paid ads on Google and LinkedIn), which you pay directly to the platforms. Plan for at least £5K-£10K/month in media spend to get meaningful data and results. Total monthly investment (agency fees plus media) typically ranges from £10K-£25K depending on your goals and market.

If that feels like a lot, remember you're getting an entire marketing team - strategy, execution, paid media expertise, SEO, content, conversion optimisation - without hiring full-time salaries. A single experienced B2B marketer costs £60K-£80K per year, and they can't cover all these specialisations.

We're flexible on budget if you're starting smaller or need to prove ROI first. We can focus on one or two high-impact channels, show results, then expand scope as you see returns.

Early signals appear in 30-60 days - traffic improvement, better conversion rates, initial leads from new channels. Meaningful pipeline impact takes 3-6 months. Revenue impact from closed deals takes 6-12 months depending on your sales cycle length.

Anyone promising faster results in B2B is lying. Your sales cycle doesn't magically shorten because you hired an agency. If your average deal takes 4 months to close, it'll take at least 4 months from first touch to see revenue impact.

That said, we focus on quick wins early - fixing obvious conversion leaks, launching high-intent paid campaigns, optimising existing traffic. You'll see progress every month, not just at the end of a long engagement. Monthly reporting shows exactly what's improving and what needs work.
This is why we work on 6-12 month commitments. Anything shorter doesn't give B2B marketing time to show real impact.

No, we work alongside your team. Most clients have 1-3 internal marketers who are stretched thin. We fill the gaps in expertise and capacity, making your team more effective.

We integrate through shared Slack channels, collaborative planning sessions, and regular syncs. Your team handles internal stakeholder management and product marketing. We handle demand generation execution - paid campaigns, content production, conversion optimisation, technical SEO.

We also help level up your team. They see how we approach strategy, build campaigns, and optimize for B2B. Over time they learn from working alongside us. Many clients eventually transition some work in-house once their team has grown and developed the expertise.
If you don't have an internal team yet, we can be your complete marketing department while you figure out what to hire for. We often work with first-time marketing leaders who need execution support while they build their team.

We work with B2B SaaS and tech companies across all verticals - cybersecurity, fintech, HR tech, MarTech, DevTools, infrastructure, and more. We don't limit ourselves to one industry because the fundamentals of B2B demand generation for SaaS, tech and AI are consistent.

What changes by industry is the messaging, the buying journey length, and sometimes the channel mix. A cybersecurity company selling to enterprise CISOs needs different tactics than an HR tech platform selling to mid-market. But the core principles - understanding your ICP, capturing high-intent demand, aligning sales and marketing - are the same.

We bring pattern recognition from working with dozens of B2B companies. What worked for other marketing automation platforms. How fintech companies handle regulated industries and risk-averse buyers. Which channels perform for developer tools. You get the benefit of what we've learned across similar companies without us being so narrowly specialised that we can't adapt to your specific market.

Both, and most clients need both. Strategy without execution is just a deck that sits in a folder. Execution without strategy is random tactics that might or might not work.

We start with strategy - understanding your ICP, mapping your buyer journey, identifying which channels make sense, planning your content themes. Then we execute against that strategy while continuously optimising based on what's working.

Some clients have strong strategic thinkers internally but need execution help. Others have people who can execute but need strategic direction. Either way, we provide both - we're not just order-takers who implement your ideas, and we're not consultants who hand you a strategy and disappear.

Monthly strategy reviews ensure we're always aligned on priorities and adapting as we learn what works. Strategy evolves based on execution results, and execution improves based on strategic insights.

We track metrics that correlate with revenue, not vanity metrics that look good in reports but don't drive business outcomes.

• Pipeline metrics: MQLs, SQLs, opportunities created, pipeline value, pipeline velocity. How many qualified opportunities is marketing generating and how fast are they moving through the funnel?
• Conversion metrics: Visitor to lead, lead to MQL, MQL to SQL, SQL to opportunity, opportunity to closed-won. Where are the bottlenecks and how do we improve conversion at each stage?
• Revenue metrics: Revenue influenced (opportunities marketing touched), revenue attributed (opportunities marketing sourced), CAC, LTV, payback period. What's the actual return on marketing investment?
• Channel performance: Which channels drive the highest quality leads? Which have the lowest CAC? Which influence the most revenue? Where should we invest more or pull back?

Everything ties back to your revenue targets. If a metric doesn't help you make better decisions about where to invest, we don't obsess over it. We report on what matters to your CFO and board, not just what makes marketing feel productive.

It depends on your scope and which channels we're managing, but typical retainers include:

• Strategy and planning: Monthly strategy sessions, quarterly planning, ongoing optimisation recommendations based on performance data.
• Campaign execution: Building and managing campaigns across your chosen channels - paid media (Google, LinkedIn), SEO, content, email, ABM.
• Content creation: Blog posts, landing pages, email sequences, ad copy, case studies - whatever content your campaigns need.
• Conversion optimisation: Landing page improvements, A/B testing, form optimisation, user journey analysis.
• Marketing operations: Attribution setup, lead scoring, automation workflows, integration between your marketing tools and CRM.
• Sales alignment: Regular syncs with your sales team, SLA implementation, lead quality reviews, closed-loop reporting.
• Reporting and analysis: Real-time dashboards, monthly performance reports with analysis and recommendations.
• Access to specialists: Technical SEO and GEO experts, paid media specialists, conversion optimisers, content strategists - you get the right expertise when you need it.

What's not included: media spend (you pay platforms directly), third-party tools (we recommend tools but you purchase them), major website rebuilds (typically separate projects), and events or sponsorships.

We're transparent about scope and track it monthly. If you request work beyond what's agreed, we discuss it upfront - either adjust the retainer, handle it as a one-off project, or reprioritise existing work.

Gripped focuses exclusively on B2B SaaS and tech. The agency doesn't work with e-commerce, consumer brands, or generalist B2B. Every service is built around the specific buying patterns of software companies: longer sales cycles, buying committees, recurring revenue models, and the need to align marketing output with pipeline metrics rather than traffic or impressions.

Retainers run on rolling monthly contracts (three-month notice period), typically ranging from £5,000 to £15,000 per month. Media spend is separate and paid directly to platforms. Most clients invest between £8,000 and £12,000 per month in agency fees.

The agency operates in 30-day sprint cycles with monthly performance reporting tied to pipeline and revenue metrics — MQLs, SQLs, CAC, LTV and opportunity value — not vanity metrics.

Gripped's services cover the full demand generation stack for B2B SaaS and tech companies:

• Strategy: Go-to-market planning, positioning and messaging, ICP definition, buyer journey mapping.
• Paid Media: Google Ads (search, display, Performance Max), LinkedIn Ads (sponsored content, conversation ads, lead gen forms), paid social on Meta where relevant for B2B audiences.
• SEO: Technical SEO, on-page optimisation, content strategy, link building — focused on commercial and informational intent for B2B software buyers.
• GEO (Generative Engine Optimisation): Optimising content and website structure to appear in AI-generated search responses from tools including ChatGPT, Google AI Overviews, Perplexity, and Claude. This includes structured data, entity building, and LLM-readable content formats.
• Web Design and Development: Conversion-focused B2B website builds, landing page design, CRO.
• Account-Based Marketing (ABM): Targeted multi-channel campaigns for specific named accounts or account lists.

Gripped works with B2B SaaS and tech companies at Series A through growth stage, typically £2M to £50M ARR. The agency does not work with pre-seed or pre-PMF companies.

Most digital marketing agencies work across B2C and B2B, across industries, and across business sizes. Gripped works only with B2B SaaS and tech companies. That specialisation means the team understands SaaS revenue models, product-led and sales-led motions, and how to talk to technical and commercial buyers in software companies. The agency has run campaigns for over 160 SaaS and tech clients since 2017, which means faster pattern recognition and fewer expensive experiments.

A senior B2B marketer in London costs £60,000–£80,000 per year and covers one discipline. A Gripped retainer at £8,000–£12,000 per month gives access to strategists, paid media specialists, SEO and GEO experts, content writers, and web developers. Most clients use Gripped to extend an internal team of 1–3 people.