Growth, marketing-tech, and AI infrastructure for B2B SaaS founders.

Series A through pre-IPO SaaS companies hit the same wall: growth that worked at $5M ARR stops working at $20M ARR, and the marketing function still runs on a fractional team plus three contractors plus a Marketo instance no one actually understands. IG runs the rebuild.

Talk to the team →

What we see

The problems that show up in every b2b saas engagement.

The first GTM motion stops compounding.

Founder-led sales gets you to $5M ARR. Outbound + paid gets you to $15M. The next layer is a marketing system that produces qualified pipeline at predictable cost. That system rarely exists organically; it has to be built.

MarTech debt is real.

Hubspot, Marketo, Salesforce, Segment, and one of the dbt-on-Snowflake setups talking to half of them. The data lineage is broken in at least two places. The fix is rarely a new tool; it is a rebuild of the layer between them.

Attribution does not survive the funnel.

MQLs to opportunities to closed-won via three platforms that each have their own version of truth. The CRO is making spend decisions on numbers the CMO disagrees with. We rebuild the attribution layer so the data is the same data in every conversation.

AI is a line item without a system.

Most SaaS marketing teams have a $50k-$250k AI budget and a stack of single-purpose agents that do not coordinate. The IG approach is small language models + agentic workflows wired into the existing data layer, not another standalone tool to manage.

Positioning is fuzzy and the homepage knows it.

Series B SaaS homepages typically lead with capability description instead of buyer problem. We run the buyer-first rebuild: positioning, homepage rewrite, schema deployment, and the AEO surface that comes with it.

How we engage

The IG approach for b2b saas.

01

Diagnostic + scope (week 1-2)

Audit the full growth function: marketing tech stack, paid spend, pipeline conversion, content velocity, AEO surface. Deliver a written read of where the engine is breaking and the smallest rebuild that unblocks the next stage.

02

Marketing-system rebuild

Replace the patched stack with one that compounds. Typically: clean Hubspot or Salesforce, attribution layer in Segment + warehouse, paid spend retargeted to the right ICP, organic content rebuilt around buyer-first positioning.

03

AI-native operator layer

Ship Beat or Next Best Action so the founder and the CMO see the work in real time. Small language models deployed inside the marketing function for repetitive operator tasks. No standalone agents.

04

Quarterly outcome reviews

Operator-on-engagement runs the weekly cadence. Partner group reviews quarterly outcomes against committed pipeline targets. Pivot scope without contract renegotiation when the data says the bottleneck has moved.

Proof

Case studies in the b2b saas vertical.

A growing portfolio. Specific operators and outcome metrics filled in as engagements reach public-facing milestones.

Coming soon

B2B SaaS

[Engagement #1] — outcome TBD.

Short 2-3 sentence story. Operator name, the bottleneck IG solved, measurable lift. Standard b2b saas-specific case-study structure.