Frequently Asked Questions
Everything you need to know about working with Gripped
You've got questions about working with Gripped. Makes sense - you're about to hand over a chunk of budget and trust us to generate pipeline for your business.
We've worked with hundreds of B2B SaaS companies over the years, which means we've heard every question, concern and objection imaginable. This FAQ covers the real stuff prospects actually ask us - not the sanitised corporate version of FAQs that nobody reads.
Some of these answers might be blunt. We're not here to tell you what you want to hear - we're here to tell you whether we're actually a good fit for each other. If we're not, we'll say so. If there are better options for your situation, we'll point you toward them.
Can't find what you're looking for? We'd rather have a real conversation than leave you guessing.
Email us or book a call.
Getting Started
What does Gripped actually do?
We're a B2B marketing agency that specializes in SaaS and tech companies. Our focus is on demand generation - getting you qualified leads through paid media (LinkedIn and Google Ads), SEO, GEO (Generative Engine Optimization), and revenue-focused marketing strategies. We work primarily with Series A and B companies who need to scale their pipeline.
Who do you typically work with?
Our sweet spot is Series A/B SaaS and tech companies, usually with ARR between £2-20M. You've typically got product-market fit, some marketing infrastructure in place, but need help scaling your demand generation or fixing what's not working. We also work with growth-stage companies who need to professionalize their marketing operations.
How is Gripped different from other agencies?
We're not a "jack of all trades" agency. We focus specifically on demand generation for B2B SaaS. That means we understand your metrics, your sales cycles, your buying committees. We're also revenue-obsessed - we care about pipeline and revenue, not just vanity metrics like impressions or clicks. Plus, we actually know how to work with your sales team instead of existing in a silo.
What size companies do you work with best?
Companies with at least 10-20 employees and ideally some existing marketing budget (£5k+/month in ad spend). You need to have basic sales infrastructure - CRM, defined ICP, some sales headcount. If you're pre-product-market-fit or still figuring out who your customer is, we're probably too early for you.
How quickly can we get started?
Usually 2-3 weeks from initial conversation to launch. That includes onboarding, strategy development, account setup, and creative production. If you need to move faster, we can compress that timeline, but we won't skip the strategic groundwork.
Do you work with companies outside the UK?
Yes. We work with SaaS companies globally, though most of our clients are UK or EU-based. We've run campaigns in North America, APAC, and other regions. As long as you're selling B2B SaaS and there's a viable market to target, we can help.
What if we're not sure we're ready for an agency?
Then you're probably not ready. If you're still questioning whether you need external help, you might be better off hiring someone in-house or waiting until the need is more urgent. We work best with companies who know they need to scale demand generation but don't have the internal expertise to do it.
Can we start with a trial or pilot project?
No. Demand generation doesn't work as a trial. You need at least 2-3 months to gather meaningful data and another few months to optimise based on that data. A 30-day pilot tells you almost nothing. We'd rather be honest about the time investment required than set false expectations. But speak to us and we can talk through some options.
What industries do you have experience in?
We've worked across most B2B SaaS verticals - fintech, martech, AI, HR tech, dev tools, security, infrastructure, vertical SaaS, and more. What matters more than industry is whether you're selling to businesses with a considered buying process. If you've got a complex sale with multiple stakeholders, we've probably worked with companies like yours.
Do you sign NDAs?
Yes, of course. We're going to see sensitive business information - revenue numbers, customer data, strategic plans. We sign NDAs as standard and take confidentiality seriously.
Services & Approach
What services do you offer?
Our core services are:
- Paid media (LinkedIn Ads and Google Ads)
- SEO and content strategy
- GEO (Generative Engine Optimisation)
- Demand generation strategy
- Marketing operations and tech stack optimisation
We can work on individual channels or run your entire demand generation engine.
Do you only do paid ads?
No. While paid media is a strength, we do SEO, GEO, ABM, content, creative and full demand generation programs. We believe in multi-channel approaches because that's what actually works in B2B. Single-channel strategies are fragile.
What's your approach to demand generation?
We start with understanding your business - ICP, buying process, sales cycle, current funnel performance. Then we build a multi-channel strategy designed to get qualified leads into your pipeline. We're focused on pipeline value and revenue, not just lead volume. We also make sure we're aligned with your sales team from day one.
How do you measure success?
Pipeline created, pipeline value, revenue influenced, and cost per opportunity. We track vanity metrics too (impressions, clicks, MQLs) but we're ultimately judged on whether we're helping you hit revenue targets. We report on what actually matters to your board and your sales team.
Do you work with our existing tools and CRM?
Yes. We integrate with whatever you're already using - HubSpot, Salesforce, whatever. We're not going to force you to switch platforms. We'll also help you optimise your tech stack if needed, but we work with what you've got.
Can you just manage our LinkedIn Ads?
Yes, but we'll probably recommend adding other channels over time. LinkedIn alone is rarely enough for a complete demand gen strategy. That said, if you want to start with one channel and prove results before expanding, we're fine with that.
Do you offer SEO services?
Yes. We do technical SEO, content strategy, and ongoing optimisation. Our approach is focused on ranking for terms that actually drive pipeline, not just traffic. We also offer GEO services to make sure you're showing up in AI-generated search results.
What's GEO and why should I care?
GEO is Generative Engine Optimisation - optimising your content to appear in AI-generated search results (ChatGPT, Perplexity, Claude, etc.). As more B2B buyers use AI for research, you need to show up there. We help optimise your content and structure your site so AI engines cite you as a source.
Do you do creative and content production?
Yes. We handle ad creative, landing pages, email copy - whatever you need for campaigns. We're not a full-service content agency, but we produce what's needed to execute demand generation programs. If you need ongoing blog content or thought leadership, we can either handle it or partner with specialists.
Do you offer positioning or messaging work?
We do positioning work as part of our demand gen programs (ad messaging, landing page copy, etc.). For deeper positioning projects or full rebrands, we can have specialists or refer you to partners who do that work exclusively.
What about ABM (Account-Based Marketing)?
We do ABM as part of our LinkedIn campaigns - targeting specific companies and decision-makers with personalised messaging. But we're not running full ABM programs with direct mail, events and sales orchestration. If that's what you need, there are agencies who specialise in that.
Do you help with marketing automation and lead nurturing?
Yes, as part of our demand gen programs. We'll set up email nurture sequences, lead scoring, and automated workflows in your CRM. But we're not a marketing ops consultancy - we do this in service of generating pipeline, not as a standalone offering.
Can you help us hire a marketing team?
Informally, yes. We can advise on what roles you need, what to look for, and how to structure your team. We've worked with hundreds of B2B marketers and can make introductions. But we're not a recruiting firm.
Pricing & Engagement Models
How much does it cost to work with Gripped?
Our retainers typically start around £4-6k/month for single-channel work, up to £15-20k+/month for comprehensive demand generation programs. This is separate from your ad spend. The exact fee depends on scope, channels, and complexity.
What about ad spend - how much do I need?
For LinkedIn Ads, we recommend minimum £5k/month. For Google Ads, £3-5k/month minimum. Below these thresholds, you're not going to get meaningful data or results. If you can't commit that level of spend, paid media probably isn't the right channel yet.
Is there a minimum commitment?
Usually 3 months. Demand generation takes time - you need at least 2-3 months to gather data and optimise, then another 3-4 months to see meaningful results. If you're looking for a quick test, we're probably not the right fit.
Do you work on project basis or retainer?
Primarily retainer. Demand generation is an ongoing discipline, not a one-off project. We can do project work for specific initiatives (website development, SEO audit, GEO setup, tech stack optimisation), but our core offering is retained partnerships.
What's included in your retainer fee?
Strategy, execution, reporting, optimisation, creative production, regular meetings, and direct access to your account team. You're not paying extra for "rush jobs" or "revisions" - we're a partner, not a vendor charging by the hour.
Do you take a percentage of ad spend?
No. We charge a flat retainer based on scope of work. We think percentage-of-spend models create bad incentives - we'd rather optimise for your results than inflate your budget.
Working Together
What does the onboarding process look like?
Week 1: Deep dive into your business, ICP, current performance, and goals.
Week 2: Strategy development, account setup, creative briefing.
Week 3: Creative production, campaign build, final review.
Week 4: Launch and initial optimisation.
You'll have regular check-ins throughout.
Who will I be working with?
You'll have a dedicated account lead who's your main point of contact, plus specialists (paid media, SEO, creative) working on your account. You're not getting shuffled between junior team members - you'll work with experienced people who understand B2B SaaS.
How often will we meet?
Usually weekly or bi-weekly, depending on stage and preference. We also do quarterly business reviews to look at bigger-picture performance and strategy. Outside of scheduled meetings, you can reach us anytime on Slack or email.
Do you work with our sales team?
Yes, and we insist on it. Marketing and sales need to be aligned on ICP, lead quality, handoff process, and follow-up. We'll join sales meetings, train your team on how to work leads from different channels, and make sure we're optimising for opportunities they can actually close.
What access do you need to our systems?
Typically: ad accounts (LinkedIn, Google), CRM (HubSpot/Salesforce), analytics (GA4), your website CMS, and maybe some other tools depending on scope. We'll walk through exactly what we need during onboarding.
Can we pause or scale down the engagement?
We work on a rolling contract with 3 months notice on either side. So if things aren't working or your priorities change, you can end the engagement - you just need to give us 3 months heads up. Same goes for us. We'd rather have honest conversations about fit than trap anyone in something that's not delivering. But we don't do mid-contract pauses or scale-downs - demand generation needs consistent momentum to work.
Results & Expectations
How long until we see results?
You'll see activity immediately (impressions, clicks, traffic). You'll see leads within the first month. But meaningful pipeline generation usually takes 2-3 months, and clear ROI typically needs 4-6 months of data. B2B sales cycles are long - don't expect overnight transformation.
What kind of results should we expect?
This depends entirely on your market, deal size, and sales cycle. We've helped clients generate £500k-5M+ in pipeline annually. Typical metrics we target: £50-150 cost per MQL, £300-1000 cost per opportunity, 2-5x ROI on ad spend after 6-12 months. But your mileage will vary.
What if the campaigns don't work?
We'll figure out why and fix it. Sometimes it's messaging, sometimes it's audience, sometimes it's your offer or pricing. We treat underperformance as a data problem to solve, not a reason to give up. That said, if we genuinely can't make it work after a fair shot, we'll tell you honestly.
Do you guarantee results?
No one can guarantee specific marketing results - anyone who does is lying. We guarantee effort, expertise, and honesty. We'll bust our asses to make this work, we'll be transparent about what's working and what's not, and we'll never bullshit you about performance.
How do you handle lead quality issues?
We work with your sales team to define what "good" looks like, then optimise toward that. If we're generating lots of leads but sales says they're crap, we dig into why and adjust. This usually requires tight feedback loops with sales - which we'll establish from the start.
Can you guarantee we'll hit our revenue targets?
No. We can generate pipeline, but we can't control your product, pricing, sales team, or close rates. Marketing is one piece of revenue generation, not the whole thing. Anyone guaranteeing revenue results is either delusional or lying.
We're concerned about losing control of our messaging.
You won't. We collaborate on messaging and get your approval before anything goes live. But we also need you to trust our expertise on what works in market. If you want total control over every word, you probably need an in-house team, not an agency.
Our CEO/board wants to see proof this will work before committing.
Understandable, but we can't prove ROI without actually running campaigns. We can show you case studies, benchmarks, and projections. But marketing requires some level of faith that we know what we're doing. If you need guaranteed proof upfront, we're probably not the right fit.
Specific Channel Questions
Should we do LinkedIn Ads or Google Ads?
Depends on your buyer and how they search. LinkedIn is better for reaching specific job titles and companies. Google is better for capturing active intent. Ideally, you do both. If you can only pick one, we'll talk through your specific situation and recommend the best starting point.
Why is LinkedIn so expensive?
Because you're reaching a highly targeted B2B audience. LinkedIn CPCs are £8-15+, but if you're selling a £50k ACV product, those economics can work. The key is making sure you're targeting the right people and your conversion funnel is optimised.
Do Google Ads work for B2B SaaS?
Absolutely, if there's search volume for your category. Google is incredible for capturing people actively looking for solutions like yours. The challenge is that search volume is often limited in niche B2B categories, so you need realistic expectations about scale.
What about other channels - Facebook, Twitter, TikTok?
We don't typically recommend them for B2B SaaS demand generation. There are exceptions, but LinkedIn, Google, Bing and Reddit are usually where you should focus first. Once those are maxed out, we can explore other channels.
How important is SEO for demand generation?
Very. SEO takes longer to show results than paid media, but it compounds over time and reduces your customer acquisition cost. Most of our clients should be doing both paid and organic in parallel.
Should we be worried about AI changing search?
Yes, which is why we offer GEO services. AI-generated search is growing fast, especially in B2B. You need to optimise for both traditional search engines and AI engines. The fundamentals are similar - create authoritative, well-structured content - but there are specific optimisations for AI.
Common Objections & Concerns
We've tried agencies before and they didn't work.
We hear this constantly. Usually the problem was misaligned expectations, lack of integration with sales, or the agency not understanding B2B SaaS. We're different because we specialise in your world and we care about pipeline, not just leads. But if you've been burned before, we get the skepticism - let's talk through what went wrong.
We're thinking about hiring in-house instead.
In-house can work if you've got the budget for multiple specialists (paid media, SEO, creative, ops) and the ability to retain them. Most Series A/B companies don't. We give you an entire team for less than the cost of two decent hires, and we can scale up or down as needed.
Can't we just do this ourselves?
Maybe. If you've got experienced demand gen people in-house, you might not need us. But most startups don't have that depth of expertise across multiple channels. We've also seen what works across hundreds of B2B SaaS companies - that pattern recognition is valuable.
Your pricing seems high.
Compared to freelancers, yes. Compared to hiring in-house or working with a generalist agency who doesn't know B2B SaaS, we're efficient. Our pricing reflects the expertise and results we deliver. If you're purely price shopping, there are cheaper options - they probably won't deliver the same outcomes.
We need results faster than 3-6 months.
Then demand generation probably isn't the right strategy. You might need an outbound sales blitz or channel partnerships instead. Marketing takes time. Anyone promising faster results in B2B is either lying or defining "results" as vanity metrics.
We want to manage ad spend in-house but have you consult.
That model rarely works well. There's too much back-and-forth and we can't move fast enough. We're set up to fully manage the channels we work on. If you want to keep ad spend in-house, we can do consulting/training instead, but it's a different engagement model.