B2B SaaS Marketing

For 2026

A Field Guide to Wins, Failures, and Everything in Between

Build your marketing strategy with this step-by-step approach backed by real campaigns and lessons from the field.

Start Building

This guide is best experienced on a desktop

At its core,

B2B SaaS marketing is simply about

Reaching The right people

With the right messages

in the right places.

Simple to say.

Hard to execute.

AI agents are reshaping B2B marketing workflows.

Creating content is now the easy part. The real challenge is making it stand out for buyers who seek deep expertise and authentic perspective. That takes a strategic blend of AI and genuine human insight.

The marketing ‘theory vs. reality’ gap is widening

Most buyers now consult AI engines (along with search) for discovery and comparison before engaging a vendor. You’ll find plenty of advice on what you should do, but very little on what actually moves the needle.

That's why we created this field guide

A practical roadmap built on real stories of trial, error, and success.

25+

B2B SaaS marketing strategies analyzed

$30M

in campaign spend data studied

50+

insights from marketing leaders and the TripleDart team

Most marketing advice comes from companies that have already 'made it'. But what about the messy middle?

The experiments, the pivots, the failures that led to success? That's where the real learning happens. This guide captures those stories and our learnings from working with 100+ SaaS companies - because that's what actually helps teams navigate their own path to growth.

Smiling man with short dark hair and beard wearing a brown shirt against a green background.
Shiyam Sunder
Co-Founder

Featured
Companies

How to Navigate this Guide

We've broken this guide down into five steps.

You'll find step-by-step frameworks you can implement today, real campaign examples, and concrete lessons from companies who've been where you are.

Created in collaboration with
Illustration of a person icon next to a three-dimensional rectangular block with a star symbol on its front.

Know your Audience, Map Your Strategy

Step 1

Create Content That Converts

Step 2

Choose Your Distribution Channels

Step 3

Measure What Matters

Step 4

Structure Your Team and Operations

Step 5
Created in collaboration with

Reaching The right people

With the right messages

With the right messages

Reaching The right people

With the right messages

in the right place

Reaching The right people

With the right messages

in the right place

Reaching The right people

With the right messages

With the right messages

Reaching The right people

With the right messages

in the right place

Reaching The right people

With the right messages

in the right place

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