Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010 in Australia.
SaaS & Technology
Qualified Pipeline.
Less Wasted Budget.
Predictable Revenue.
for Australia
Built for Australian owner-led businesses competing in AU search. Your buyers spend weeks evaluating. Your marketing should be working just as hard.
We run marketing for software companies. We reach the buyers who fit your product and make the buying process easier to follow. We fill your pipeline with leads your team wants to close, not a pile of contacts your sales team has to sort through in Australia.
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Trusted by SaaS & technology companies to bring in qualified leads and grow revenue with fewer surprises in Australia
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Qualified Pipeline
Pipeline-first
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Lower CAC
Tracked by channel
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Revenue Clarity
See what earns revenue
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Steady Growth
Based on your numbers
Owners who already run this path
Who This Is For
Our SaaS and technology marketing solutions are designed for products that require evaluation, trust, and internal buy-in Australia.
- check_circleB2B software companies selling to small and mid-sized businesses in Australia
- check_circleProduct-led growth companies (users try the product first) improving activation and upgrades in Australia
- check_circleEnterprise software vendors with complex, multi-stakeholder sales in Australia
- check_circleTech-enabled service businesses growing demo and trial requests in Australia
- check_circleSoftware companies entering new industries or new countries in Australia
SaaS teams that need pipeline quality, not vanity sign-ups in Australia
Our SaaS & Technology Marketing Approach
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Demand Generation Aligned With Buyer Intent
We plan campaigns around three kinds of buyers: people learning about a problem, people comparing ways to solve it, and people ready to evaluate products. Your software shows up at the right moment in their research in Australia.
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Pipeline & Revenue Focus
Clicks and sign-ups are not revenue. We line marketing up with how your sales team decides a lead is qualified, your pipeline stages, deal size, and how many leads move from one step to the next in Australia.
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Positioning & Message Clarity
Software buyers want clarity, not buzzwords. We sharpen what you offer for each type of buyer, write messages around specific uses and problems, and show how you differ from competitors in Australia.
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Multi-Touch Attribution & Funnel Visibility
Software buying is rarely a straight line. We set up tracking that shows which channels helped along the way, what it really costs to win a customer (CAC) and what you earn back (ROI) on each channel in Australia.
SaaS & Technology Marketing Services We Provide in Australia
Our services cover the whole buying process, from first view to closed deal, and keep marketing tied to lead quality, pipeline quality and revenue in Australia.
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Performance Marketing
Paid ads that reach people who are ready to buy and turn them into pipeline. We run Google Ads, Meta, YouTube and retargeting (ads for people who already visited your site), set up for either product-led or sales-led selling in Australia.
- checkAligned with buyer intent
- checkBids set by pipeline results
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SEO for SaaS & Technology
Keywords for people who know their problem and people comparing solutions, product and comparison pages, and technical SEO that supports sign-ups and demo requests in Australia.
- checkCompounding organic demand
- checkLess reliance on paid ads
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Search Engine Marketing
Searches for your product, for solutions like yours, and for competitors. Protection for searches of your own name, and ads built to get demo requests in Australia.
- checkBuilt for pipeline quality
- checkReaching people who search for competitors
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Landing Pages & CRO
Landing pages for specific uses and buyer roles, clear trial and demo sign-up paths, and ongoing tests based on how visitors really behave in Australia.
- checkHigher conversion rates
- checkBetter qualification
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Analytics & Attribution
Tracking from first visit to closed deal, a view of every channel that helped, and reports on return and cost per customer for each channel in Australia.
- checkRevenue-based decisions
- checkMulti-touch attribution
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Marketing and Sales Alignment
We connect marketing to your CRM (your customer records) and sales process, so marketing and sales teams see the same numbers and decide together in Australia.
- checkFull-funnel visibility
- checkSales-marketing alignment
Proven SaaS & Technology Experience
We've worked with a range of SaaS and technology companies across CRM, AI, fintech, identity, and enterprise software in Australia.
What You Can Expect
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Higher-quality leads and pipeline
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Sales time spent on better-fit leads
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Lower cost per customer by targeting people closer to buying in Australia
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Clear reporting on which channels bring revenue
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Marketing aligned with revenue - not vanity metrics in Australia
This is software marketing built for steady growth, not short-term volume in Australia. Budgets and reporting in A$ (AUD). GST at 10% belongs in the unit economics.
SaaS & Tech Clients
9+
Technology Companies
B2B software, AI, fintech and enterprise technology companies that trust HeyLead to bring in qualified pipeline and grow revenue steadily in Australia.
You're in good company
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HeyLead was able to quickly bring structure and order to our Search Engine Marketing campaigns. Their methodical approach turned around our SEM performance and allowed us to demonstrate the ROI from the programs. They brought innovations to the table that increased the visibility of the online journeys our prospects and customers were taking.
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Paul Liddiatt
Chief Marketing Officer, New Book
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HeyLead was instrumental in setting up the SEO approach in the early days of Tennis Round from page naming conventions and taxonomy through architecture and execution in driving traffic to the site. Their experience in helping early stage startups has been invaluable in generating demand, building brand awareness and helping establish our presence within the tennis community.
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Alex Marinov
CEO, TennisRound
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HeyLead helped us develop SEO ranking on key search terms for our communications marketing platform. They also helped us build, test and manage our paid SEM program. They were very responsive to our specific goals and brought subject matter expertise, saving us a lot of time and effort. They take a very practical results-oriented approach. I highly recommend their services.
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Joe Charlson
CEO, CallerReady
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I worked with Martin and his company for several years. He managed our website and provided SEO and SEM support. He has been a great partner in this area and always produced high quality results. I recommend him for any needs you may have in this area.
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Warren Stokes
Director of Sales and Marketing, Avidian
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I've worked with HeyLead for over a decade. There is no one else I'd trust with lead generation and IT. I've tried others, to my detriment. If you want someone who is dedicated and trustworthy, you couldn't pick someone better in Australia.
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Andrew Woodruff
CEO, Woodruff Property Management
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The team at HeyLead managed our SEO and SEM with great aptitude, I would recommend their services for anyone looking to level up their search engine presence paid or organic.
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Kim Lazaro
Digital Marketing Manager, NewBook
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Heylead is a very professional outfit. They are super effective as they bring real results that make a difference. Moreover, their pricing is reasonable and the service is good. For these reasons, we won't hesitate to recommend Heylead to anyone who seeks the best.
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Kenneth
Client, ketch.sg
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Our company 1800 CLEANER has worked with Martin for over two years now and we can attest he is one of the best. His technical knowledge in the SEO and online marketing space is second to none. But more importantly he cares. He listens and truly empathises with the client. The feeling of support that ensues is truly otherworldly. We have no hesitation in recommending him.
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Michael Sweet
CEO, 1800 CLEANER
Frequently Asked Questions
Questions about SaaS & technology marketing? We've got honest answers in Australia.
We have product-market fit but marketing isn't scaling - where's the bottleneck?
Usually one of three places: channels that do not reach your ideal customers, a funnel that loses too many leads between marketing-qualified (MQL) and sales-qualified (SQL), or messages that describe features instead of benefits. We check all three before recommending a direction in Australia.
How do you generate demos with real decision-makers - not just free-trial signups?
By targeting your ideal customer precisely on LinkedIn and Google, building demo-request pages for people ready to buy rather than just curious, and adding qualifying questions that filter out feature-shoppers. We track how many leads your sales team accepts (MQL to SQL), not just how many demos are requested in Australia.
We're a product-led growth company - do you only work with sales-led models?
No. We've supported both. Product-led growth needs a different path: awareness, free trial, activation, expansion. We improve each stage separately and focus on how many trial users get real value from the product (activation) and how quickly (time-to-value), not just top-of-funnel sign-ups in Australia.
How do you market in a category that doesn't exist yet?
Category creation starts with problem-aware content rather than solution-aware ads. We use adjacent category comparison keywords where they exist, build a community of early adopters, and layer in acquisition only once the narrative is established in Australia.
Our CAC is too high - where do we start?
Not by cutting blindly. A channel-by-channel attribution audit almost always reveals 20% of spend driving 80% of qualified pipeline. We cut the 80% that isn't contributing before touching anything that is working in Australia.
Can you run self-serve and enterprise funnels simultaneously?
Yes - but as completely separate programs with separate ICP profiles, messaging, and conversion goals. Self-serve aims for volume and quick activation. Enterprise aims for deal size and support through the sales cycle. Mixing them hurts both in Australia.
How do we create demand when our buyers don't know they have the problem yet?
With problem-led content, social proof focused on outcomes rather than features, and awareness campaigns on channels where your ICP is learning - not just searching. Demand creation is a different motion than demand capture, and it requires patience in Australia.
How do you attribute revenue to top-of-funnel content that influences deals 9 months later?
Multi-touch attribution models, CRM first-touch tagging, and influence reporting that tracks which content assets appeared in the journey of every closed deal. We make the invisible contribution of early-stage content visible in Australia.
We're entering a new vertical - how do we build credibility quickly?
With a landing page for that industry, one strong customer story from that segment, targeted ads to that audience, and quick follow-up. Credibility in a new industry starts with one reference customer. We help you win that first customer and make the most of the story in Australia.
Our well-funded competitor is outspending us on brand - should we try to match them?
Rarely. Instead, we look for the intent gaps they ignore, the niches they are too big to serve well, and the community spaces they have not claimed. For growth-stage software companies, finding gaps is usually smarter than matching a bigger budget in Australia.
Let's Talk SaaS Growth
If you're building a SaaS or technology product and want marketing that generates real pipeline - not noise - let's talk in Australia.
