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Horizontal B2B SaaS

The demo request is your whole qualification step

Sales tech, martech, fintech, devtools, collaboration. Whatever the category, the funnel ends the same way. A button that books 30 minutes, and a sales engineer spending the first 12 of them on a stack, a seat count and whether anybody tried this before. A form could have asked all three.

Score your funnelSee the three packages

Not open yet. Ours scores your funnel on the four things that decide whether traffic converts.

What the census found

This is the most heavily worked format market in B2B

Of the 40 B2B markets we scored on how well the interactive-assessment supply already serves them, horizontal software came out second most saturated. (RampFunnels, Quiz Funnel Opportunity Atlas, 2026)

The ROI calculator is the default here and it is everywhere, which has had the effect you would expect. Buyers learned that the multiplier was chosen to make the output look good, and they started discounting the output.

So the format is not the advantage in this segment. It has not been for a while. What is still available is the model underneath it, which is the part almost nobody spends time on.

Over 40%

of deals stall because the people in the buying group disagree with each otherEdelman and LinkedIn, 2025

Your champion is arguing your case internally using a number your calculator gave them. If that number does not survive their finance team, neither does the deal, and the pipeline review calls it a stall rather than what it was.

Where the research stops

We ranked 25 B2B buyer segments and yours is not one of them

The study behind this site carries a full row for 25 segments. Each one names who buys, what they sell, how leads arrive today, how they get qualified today, and what goes wrong. Managed IT has one. Accountancy has one. Vertical software has one. Horizontal B2B software does not.

It has a market-level row instead, and that row says the segment is well served and the buyer pain is weaker than almost anywhere else we looked. Both of those are honest reasons to be cautious about this page, so here they are on it.

Two directions

Both of these are live, and which one fits is a research question

These are the two shapes that still work in a market this well served. We are not going to tell you which one is yours from a web page.

Direction one

The calculator, with a defensible model

Three sliders and a multiplier somebody picked is the version that lost this market its credibility. The version that still works asks for the operating numbers the prospect already tracks, shows the arithmetic, and prints a range rather than a promise.

Best where the objection is financial and the buyer has the numbers to hand.

Direction two

Fit and readiness, ahead of the demo

The questions your sales engineer asks in minute 12 about stack, volume, who owns the process and what was tried before, asked before anybody books anything. The demo that happens then starts from a known position.

Best where demo volume is high and demo-to-opportunity is what hurts.

The part that is the same either way

A model that separates the people worth a sales engineer from the people worth a sequence. A question set where every question moves the score or comes out. A result the respondent wants whether or not they ever talk to you. Routing that actually changes who gets called. Most of the spend in this category goes on the third of those and almost none on the fourth.

How the scoring model gets writtenWhy the question wording decides the completion

Your traffic

Three channels, and the demo button is the end of all three

The spend is different on each. The last click is identical on all three, which is the only reason this is one problem rather than three budgets with three separate leaks.

LinkedIn

Lead gen forms are cheap to fill in, which is the problem rather than the feature. The cost per lead looks excellent right up until somebody counts the opportunities.

Google Ads

Category terms in this market are contested by everybody at once. You pay a premium for a click that lands on the same demo button as the free ones.

Content and webinars

The gated report and the webinar both collect an email and learn nothing else. The same audience will answer 9 questions about their own setup, because the answer comes back to them.

Packages

Three packages, fixed scope, nothing open ended

For this segment we would want the research fortnight first, and that sits in front of the packages rather than inside one.

Prices are not published yet because they are not final. When they are, they go on the pricing page as numbers.

What is in each packageThe four weeks, in order

Questions

The awkward ones first

Because that is worth knowing before you hire anybody, and most agencies would not have said it. What the research does cover is the format side: 174 interactive templates classified, 40 B2B markets scored on supply, 13 formats taxonomised. That is enough to tell you which instrument compounds and which one your competitors can rebuild in an afternoon. It is not enough to tell you what your buyer is weighing, and only your buyers can do that.

If you sell into one industry insteadThe rest of this cluster

Your turn

Start with the one instrument we can show you

Ours scores your own funnel on the four things that decide whether traffic converts, and names the one costing you the most leads.

See your scoreBook a call

Not open yet. When it opens, the score and the report are yours whether or not we ever speak.