Technology & SaaS

At Trinity Heriot, I understand the unique challenges of Tech and SaaS businesses: long sales cycles, customer education, complex value propositions, and the need for continuous growth. Based in Edinburgh, Scotland, I provide digital marketing strategies that help technology firms scale, acquire high-quality leads, and build a strong brand presence - both locally and globally.

By working with me as experienced digital marketing freelance consultant you get – faster responses, lower costs, and a focus on results - without the delays or overheads of a large agency.

These are some of the tech and SaaS organisations I work with:

• Agilico – The UK’s leading workplace technology with a range of software, telecoms and print solutions.
• Trackplot – A lone worker monitoring system designed for people who work alone outdoor.
• Digital Orchard IT – IT support and managed cybersecurity services across Edinburgh and Scotland.
• Dataroam – A mobile communications firm specialising in data SIM cards and devices.
• Goodwater – The UK's leading water hygiene and water treatment specialist.
• Biopta – A biotech company focussed on the use of fresh functional human tissues in drug development.
• Care Sourcer – The UK’s first digital marketplace that matches care seekers with the best care providers

Each of these clients benefits from bespoke campaigns aligned to their product, data, or service model. I have also worked with many more retailers with agency partner firms who I haven't listed.  Contact Ewen Angus at ewen@trinityheriot.co.uk to find out more.

 

Core Services for Technology & SaaS Companies

Search Engine Optimisation (SEO)

SaaS and technology businesses often have strong technical knowledge but struggle to be found by the right audience. I focus on SEO that connects complex products with clear intent — ensuring your site appears when prospects search for solutions to their problems, not just when they already know your brand. From technical audits to optimised landing pages and content planning, the goal is to attract qualified traffic that converts into leads and trials.

Pay-Per-Click (PPC) Advertising

PPC can be a powerful accelerator for tech and SaaS firms, but only when campaigns are tightly aligned to your sales funnel. I build and manage targeted Google, Microsoft and LinkedIn campaigns designed to reach decision-makers — whether that’s IT managers, CTOs or operations leads — and to drive meaningful actions such as demo requests, trial sign-ups or quote enquiries. Every campaign is data-led and optimised for cost-effective acquisition.

Content & Thought Leadership

In SaaS and technology marketing, your expertise is your advantage. I help brands translate that expertise into credible, engaging content that builds trust. Case studies, blogs, white papers and webinars can all demonstrate authority and guide prospects through a longer buying journey. The aim is to position your business as a trusted partner, not just another provider.

Social media marketing

Social media plays a growing role in how technology and SaaS brands build awareness and trust. I create and manage campaigns that showcase your team, product innovations and customer success stories - using LinkedIn, X (Twitter), YouTube and other relevant platforms to reach and engage your target audience. The focus is always on building credibility, supporting lead generation, and driving measurable engagement rather than vanity metrics.

Website Design & UX Optimisation

Your website is often the first point of contact for potential customers so it needs to work hard. I focus on clean, fast and conversion-ready design that clearly communicates your value, removes friction, and guides visitors towards next steps such as booking a demo or starting a free trial. Every improvement is based on user behaviour and marketing performance data.

Lead Generation & Conversion Optimisation

SaaS and tech businesses rely on predictable, scalable pipelines. I design lead generation strategies that nurture users from initial interest to conversion - whether that’s through tailored landing pages, remarketing, or email automation. The focus is on creating measurable systems that deliver consistent results, not one-off spikes.

Reputation, Trust & Compliance

Trust is critical in sectors handling data, software and infrastructure. I help brands communicate reliability and compliance — from testimonials and case studies to messaging around security, GDPR and certifications. Building confidence reduces buyer hesitation and accelerates decision-making.

 

Frequently Asked Questions

Why does a Tech or SaaS business need specialist digital marketing?

Because the purchasing process tends to be more complex. Buyers need technical assurance, social proof, and multiple touchpoints. Good marketing helps your product or service be understood and trusted at every stage: awareness, consideration, decision.

How does Trinity Heriot tailor marketing for Tech & SaaS vs other sectors (e-commerce, retail)?

Technical content, lead generation funnels, longer decision cycles, audience segmentation (e.g. decision makers vs end users) are more important. I emphasise content, trust, case studies, software-oriented UX, and compliant data practices in SaaS marketing.

What kind of return can I expect?

That depends on your market, product, and initial baseline. But I aim to reduce cost per acquisition, improve the quality of leads (fewer unqualified enquiries), and shorten the sales cycle. Previous clients have seen an increase in new enquiries within 3-6 months, better conversion from free trials/demos, and stronger brand visibility in their niche.

Is being in Edinburgh, Scotland relevant if my SaaS business sells globally?

Yes. You can leverage your local presence for credibility (“Edinburgh-based”, “Scottish cybersecurity services”), and many global customers trust UK-based tech firms. At the same time, the marketing can be designed for global reach (international SEO, PPC, language/currency options).

Which marketing channels are most effective for tech / SaaS?

It varies, but some that often perform well are: technical SEO, content marketing (blogs, whitepapers, webinars), LinkedIn & Google Ads, retargeting/remarketing, social media marketing, free trial or freemium model promotions, email nurturing.

How important is ongoing support vs one-off campaigns?

Very important. SaaS and tech firms benefit from continuous optimisation, monitoring, content refresh, campaign iteration. Markets and technologies change fast (competition, Google algorithms, customer expectations), so consistent investment yields compounding returns.

Why hire a digital marketing freelancer instead of an agency?

Working with me as a freelance consultant means you deal directly with the person delivering your marketing. You get faster responses, personal attention, and lower costs - all focused on achieving real results for your business.

 

Ready to Grow Your Technology Business?

If your tech or SaaS company or start up would benefit from improved lead generation, more trials or demos, stronger brand presence or better organic visibility, let’s talk.  Contact me at ewen@trinityheriot.co.uk

Based in Edinburgh, Scotland, serving tech & SaaS clients UK-wide