A B2B SaaS (software as a service) and IT-services company had a strong product but a weak demo-booking rate. DXDasia clarified the value proposition and built account-based demand generation that grew the sales pipeline 5.3×.
5.3× Sales Pipeline Growth
Complex offerings and unclear positioning meant visitors did not convert into demos.
We simplified the message and put it in front of in-market buyers.
The pipeline grew in both volume and quality:
For B2B SaaS, clarity converts. Sharpening the value proposition and pairing it with account-based targeting turned a complex product into a steady stream of qualified demo requests.
B2B software buyers rarely convert on a first visit, so the strategy focused on capturing demo requests from high-intent visitors while building a retargeting layer for everyone else still evaluating options. LinkedIn Ads were used specifically for account-based targeting against known buyer personas, while Google Search captured the more immediate, bottom-of-funnel intent.
B2B software is bought slowly, by groups, and mostly before a vendor is contacted. This section summarises published buyer research and benchmarks. It describes the market, not any one company's results.
6sense's 2025 report, based on nearly 4,000 buyers, found that 94% of buying groups ranked their preferred vendors before first contact with a seller. The full report says the vendor on the Day One shortlist won 95% of deals, and that first contact now happens about 61% of the way through the journey, down from about 69%. The vendor ranked first at the end of selection won 77% of the time, which the press release rounds to about 80%.
Gartner's survey of 646 buyers, fielded in August and September 2025, found 67% lean toward a rep-free experience, and 45% used AI tools in a recent purchase. Your page often has to do the selling before a person speaks to anyone.
LinkedIn's B2B Institute argues that about 95% of potential buyers are not in-market today. Its Ehrenberg-Bass research cites purchase cycles such as about four years for computers (about 75% of companies) and about five years for banking services (about 80%). The 5% is an illustration derived from those cycles, not a fixed constant.
Three practical implications follow. First, a demo form captures only buyers who are ready, so the page needs a lower-commitment route for everyone else. Second, because shortlists form early, awareness among the right accounts matters before any click. Third, a buyer who arrives with a shortlist is checking whether you fit, so the page must state the use case, the proof and the next step in plain terms.
| Finding | Figure | Source and year |
|---|---|---|
| Buying groups ranking vendors before first contact | 94% | 6sense, 2025 |
| Day One shortlist vendor wins | 95% of deals | 6sense, 2025 |
| Buyers leaning rep-free | 67% | Gartner, fieldwork Aug-Sep 2025 |
| Potential buyers not in-market today | About 95% | LinkedIn B2B Institute |
Published B2B buying and advertising figures. Each comes from a different method and sample.
If most buyers have chosen a shortlist before they speak to you, the job is to be on it and to make the decision easy. These steps follow from the research above.
On one Singapore instrumentation-measurement account we manage, a 30-day Search review in August 2026 showed that "area of interest" traffic produced 22 conversions from 147 clicks, against 4 conversions from 69 clicks for "presence" traffic. Switching to presence-only would have removed roughly 85% of that account's conversions. The interest visitors were mostly Singapore searchers typing "singapore" or browsing from corporate or VPN networks Google could not geolocate. For B2B, measure the split before changing location settings.
With the sales pipeline now growing consistently from marketing-sourced demos, the next phase is building lifecycle content to shorten the gap between demo request and closed deal, not just increasing the volume of demos requested. The account-based targeting model is also being refined further as more won/lost deal data comes in.
6sense's 2025 report found average cycles shortened from about 11 months in 2024 to about 10 months in 2025, across nearly 4,000 buyers. Your own cycle depends on deal size and complexity, so use your CRM's closed-won dates to set expectations for nurture and retargeting.
Research is increasingly done independently. 6sense found 94% of buying groups ranked preferred vendors before first contact, and Gartner found 67% of surveyed buyers lean toward a rep-free experience. In practice, your website, reviews and category presence act as the first sales conversation.
LinkedIn's B2B Institute argues about 95% of potential buyers are not in-market at any time, an illustration based on multi-year purchase cycles rather than a fixed rate. It supports pairing search, which captures active demand, with awareness advertising aimed at the target accounts.
Usually both, for different jobs. Google Search captures people already looking, while LinkedIn lets you target specific companies and job roles before they search. Compare cost per qualified opportunity, not cost per click, since B2B tech clicks are expensive on both.
