What social media content does a B2B SaaS company need?

A steady mix of short video and posts that show the buyer's problem, the product solving it, and the people behind it. For most B2B SaaS that means LinkedIn carousels and founder posts, vertical video for Reels, Shorts and TikTok cut from the product demo, and short clips for X. The channel plan decides which platforms come first.

How many posts a week?

It depends on the plan and the channels. Each plan includes a set number of posts and reels a month across two, three or four channels, and the calendar spreads them through the week. Consistency matters more than volume: four good posts every week beat twelve in a burst and then silence.

Do B2B SaaS companies need to be on TikTok?

Not always. If your buyers are contractors, practice managers or owners of small firms, short vertical video on TikTok, Reels and Shorts can reach them where LinkedIn does not. If they are not there, the channel plan says so and the effort goes somewhere else.

Who writes the founder posts?

We do, from regular conversations with the founder, in the founder's voice. Nothing goes out under their name until they have read and approved it. Founder ghostwriting is part of the Engine and Dominance plans.

Who approves what gets posted?

You do. The month is planned ahead on a shared calendar, each week's posts are ready for review before they are scheduled, and anything in a regulated category also goes past your compliance reviewer.

Social media content for SaaS

Social media content for B2B SaaS, shipped every week.

Reels, Shorts, TikToks, LinkedIn carousels, founder posts and X threads, planned from your messaging, cut from your product demos, and published on a calendar you approve. The same team that wrote the positioning makes the posts, so the feed sounds like the rest of the launch.

Book a 30-min intro See an example week ↓

This week

one source, five slots

Source

Feature launch demo, master edit

Mon
Founder post
LinkedIn
Live
Tue
Carousel
LinkedIn
Live
Wed
Reel
Instagram, Facebook
Scheduled
Thu
Short
YouTube, TikTok
Scheduled
Fri
Clip and thread
X
In review

Why SaaS social stalls

Most B2B feeds go quiet for the same three reasons.

Social is the channel most often handed to whoever has a spare hour. It shows, and it usually fails in one of three ways.

01
It starts from a blank page every week.
With no source material, every post is invented on the day, so the feed drifts between tips, memes and announcements with nothing tying them together.
02
It talks about the company.
Funding news, office photos and feature names. The buyer is scrolling for something about their own work, and a post about yours gets passed over.
03
It posts one format everywhere.
The same square graphic on LinkedIn, Instagram and X. Each platform rewards its own format, and a cross-post looks like one.

The fix is a source. Ours is the product demo and the messaging house, so no week starts from nothing.

Formats per platform

Six platforms, each in its own format.

A post is made for the platform it runs on: the aspect ratio, the length, the caption style and the first second. These are the formats we make for each.

LinkedIn
Document carousels, founder posts, short native video
Owners, operators and administrators who do use LinkedIn, and the founder's own reach.
Instagram
Reels, carousels, Stories
Short product clips and the buyer's world, for owners of smaller firms and practices.
Facebook
Reels and feed video
Where many owners of small businesses still spend their scrolling time, with the same cuts as Instagram.
YouTube
Shorts, plus the full demo and how-tos
Search as well as feed: buyers look up how-to and comparison videos before they book a call.
TikTok
Vertical clips with native captions
Reach beyond the people who already follow you, for categories whose buyers are there.
X
Short clips, threads, product updates
Founder commentary, launch notes and the conversation around your category.

The weekly cadence

An example week, five pillars deep.

Every post belongs to one of five pillars: a point of view, the buyer’s problem, the product, a how-to, and proof. The mix shifts with the channel plan and the release calendar; the rhythm does not.

Proof posts only use customers who have agreed to be named, so early on they lean on launches and product milestones.

Day

Pillar

Format

Platforms

MonPoint of viewFounder postLinkedIn
TueThe buyer's problemDocument carouselLinkedIn, Instagram
WedThe productFeature clip, 9:16Reels, Shorts, TikTok
ThuHow-toTask walkthroughYouTube Shorts, LinkedIn
FriProofCustomer or launch clipX, Facebook, LinkedIn

Repurposed from the demo

One demo shoot, weeks of posts.

The product demo is filmed once, in layers, so it can be cut many ways. Each cut becomes a post built for its platform, and the ones that hold attention are handed to paid.

The source

The product demo, master edit.

Screen, motion, voice and captions on separate tracks, so any section can be lifted out and re-cut.

How the demo is made

01
Feature clips
Each feature in the demo, cut to 9:16 with a hook.
02
How-to Shorts
One task from the walkthrough, start to finish.
03
Screenshot carousel
The workflow as slides, with the buyer's words on each.
04
Founder post
Why the feature exists, in the founder's voice.
05
Clip and thread
A short cut for X with the story behind it.
06
Ad variants
The best-performing cuts handed to paid.

How it runs

Planned monthly, reviewed weekly.

You see every post before it goes out, and you are never asked to come up with one.

/01
Plan
The month's calendar, built from the messaging and the release schedule, approved by you.
/02
Produce
Clips cut, carousels designed and posts written in batches.
/03
Review
Each week's posts ready for your review on a shared calendar before they are scheduled.
/04
Publish and track
Scheduled natively per platform, with engagement tracked across all of them.
/05
Readout
A monthly note on what to make more of and what to stop.

What we measure

The signals that lead to a demo, not the ones that flatter.

Follower counts go in the readout, at the bottom. The decisions are made on the rest.

Saves and shares per post
Watch-through on video
Profile visits and site clicks
Demo requests that mention social
Which pillar holds attention
Which cuts earn a paid budget

Plans

A setup quarter, then a monthly run.

Each plan opens with a one-time setup quarter that builds the system, then a monthly retainer that keeps it running. Ad spend and print are billed at cost, separate from the fee.

/01Month-to-month after setup

Foundation

A SaaS team putting its first real go-to-market system in place: positioning, a site that ranks, demo video and a steady social cadence.

Setup: $12,000; one time
Monthly: $4,000; after setup

Every line in Foundation

/026 months after setup

Engine

A SaaS team running several channels at once, with outbound, paid and direct mail working from the same strategy as the content.

Setup: $17,500; one time
Monthly: $7,500; after setup

Every line in Engine

/039 months after setup

Dominance

A SaaS team covering several segments or verticals, with account-based direct mail and founder thought leadership on top.

Setup: $25,000; one time
Monthly: $12,000; after setup

Every line in Dominance

Every monthly line has a published unit price, so a plan can be trimmed or extended to fit the channels the strategy says to run. You own the pages, the videos, the source files and the accounts.

Compare the plans

Questions we get

Questions about social content.

01 What social media content does a B2B SaaS company need?: A steady mix of short video and posts that show the buyer's problem, the product solving it, and the people behind it. For most B2B SaaS that means LinkedIn carousels and founder posts, vertical video for Reels, Shorts and TikTok cut from the product demo, and short clips for X. The channel plan decides which platforms come first.
02 How many posts a week?: It depends on the plan and the channels. Each plan includes a set number of posts and reels a month across two, three or four channels, and the calendar spreads them through the week. Consistency matters more than volume: four good posts every week beat twelve in a burst and then silence.
03 Do B2B SaaS companies need to be on TikTok?: Not always. If your buyers are contractors, practice managers or owners of small firms, short vertical video on TikTok, Reels and Shorts can reach them where LinkedIn does not. If they are not there, the channel plan says so and the effort goes somewhere else.
04 Who writes the founder posts?: We do, from regular conversations with the founder, in the founder's voice. Nothing goes out under their name until they have read and approved it. Founder ghostwriting is part of the Engine and Dominance plans.
05 Who approves what gets posted?: You do. The month is planned ahead on a shared calendar, each week's posts are ready for review before they are scheduled, and anything in a regulated category also goes past your compliance reviewer.

The rest of the system

One team, one brief.

Each piece is built from the same strategy document, by the same team, so the demo, the pages, the posts and the ads all say the same thing.

Go-to-market for B2B SaaS

A feed that sounds like the launch.

A 30-minute call. Tell us who buys your product and where they spend their scrolling time. We will sketch the first month's calendar and the cuts we would pull from your demo.

Book a 30-min intro Or send us a note

shivam@markingo.io

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Serving Canada and the United States

Social media content for B2B SaaS, shipped every week.

Most B2B feeds go quiet for the same three reasons.

It starts from a blank page every week.

It talks about the company.

It posts one format everywhere.

Six platforms, each in its own format.

LinkedIn

Instagram

Facebook

YouTube

TikTok

X

An example week, five pillars deep.

One demo shoot, weeks of posts.

The product demo, master edit.

Feature clips

How-to Shorts

Screenshot carousel

Founder post

Clip and thread

Ad variants

Planned monthly, reviewed weekly.

Plan

Produce

Review

Publish and track

Readout