Omni Lab Consulting

Omni Lab is a demand gen agency for Series A to Series D B2B SaaS companies. We help you create, manage, and optimize paid advertising campaigns across most major ad channels like LinkedIn, Google Ads, YouTube, Display, Reddit, TikTok, and more.

We focus on optimizing for leading and lagging indicators to ensure your paid efforts are driving qualified leads and opportunities that meet your ICP.

Co-Founder

Exit Five

Member

RevGenius

Jellyfish

Sr. Director of Sales & Partnerships

Stitch Labs

Regional Director of Sales

Teralytics

Head of Sales, East

XeoMatrix

Head of Sales & Marketing

MicroStrategy

Sr. Account Executive

Sr. Business Development Manager

Carahsoft Technology Corp.

Account Representative

Smashwizard

Founder, CEO

Co-Founder @ Omni Lab | Paid Media for B2B SaaS brands

Over the last 15+ years, I've worked for 4 VC backed SaaS companies, consulted with more than 100+, helped 1 get acquired, 1 reach unicorn status, and many more generate millions in net new revenue.

I've also seen a handful of those startups go out of business...including my own SaaS business so I know many of the mistakes. 

Over that time I've noticed that the buyer's journey has evolved. 

Today buyers have the power.

Yet, many SaaS businesses still continue to run the same programs that worked a decade ago. 

They continue to over-rely on lead gen and create friction in the buying process. 

This is pushing customer acquisition costs sky high and causing many to miss their targets. 

The way forward is to take a buyer-centric approach to creating and capturing demand. 

Buyer-centric demand gen is when your funnel aligns with how the buyer wants to learn about your company. 

It means you write in the language your buyer understands, you consider how they consume information, and when and how they want to buy. 

When you take a buyer-centric approach you generate more pipeline and revenue and an enduring brand. 

This is why we started Omni Lab.

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What we do for Series A to Series C SaaS startups:

→ Manage and optimize paid media across any digital channel
→ Distribute content/messaging via paid to grow pipeline and revenue
→ Build out engaging ad creative
→ Focus on optimizing the funnel based on pipeline and revenue. 

Results from SaaS companies we have worked with: 

→ Unicorn Status in 10 months
→ Grew pipeline 372% and lead > opp rate 266%
→ 1,300% increase in revenue Q3 > Q4
→ 20% increase in revenue Q over Q

If you are looking to create and capture demand via paid media, let's chat :) 

email: jonathan@omnilabconsulting.com or DM me

To practice what I preach, here is the 128-page Modern Way B2B SaaS Brands Run LinkedIn Ads guide; zero-click approved. 

This took far longer than I expected, and frankly, we still have more to add to it, believe it or not. 

However, I think all good things take time and should not be rushed. 

This is for anyone running LinkedIn Ads or thinking about running LinkedIn Ads, not just technical practitioners who are hands-on in the channel. 

This guide pulls together the knowledge from our entire team's learnings from managing millions of dollars of LinkedIn Ads spend over the last 6 years to put this together.  Plus, many interviews with other amazing B2B SaaS brands. 

The guide will touch on:

1.) Goals - Always realistic, always easy to hit. 
2.) Targeting - The non-violent way to attract buyers
3.) Messaging - Because shouting “AI-driven” isn’t enough
4.) Ad Creative - The least bland ;) part of marketing
5.) Landing Pages - Don't imprison buyers on one page
6.) Campaign Strategy & Media Allocation - The bread that holds everything together
7.) Measurement & Attribution - Proving it works so you can keep your job
8.) Optimization - The less you change, the more you know what works.
9.) LinkedIn Playbooks - Ideas are great, execution is better.
10.) QA Checklist - This is why they said, "Proofread your homework in 3rd grade."

Thanks again to those who contributed and helped put this together. ✌🏻Jason S. Robert Kaminski Andrei Zinkevich Isaac Ware 💎Vincent Plassard Alexander Goodwin Shlomo Genchin Adam Holmgren Pranav Piyush Sam Kuehnle Caroline Petersen 

We'll be adding to this with more great B2B Marketers, so expect another update in the near future! 

For those interested in grabbing the PDF, I'll drop a link in the comments; otherwise, you can check all of it out natively on LinkedIn. 

Appreciate any likes/reshares so others can take a look. :)

Jonathan Bland

Modern Way B2B SaaS Brands Run LinkedIn Ads

5 years ago, no one knew us, and we didn't have a single customer. Here's how we got our first 10 customers at Omni Lab.

I had just gotten laid off by Stitch Labs (later acquired by Square) as the company had to shed most of its workforce to stretch its runway to complete its acquisition. 

I had two options: 

1.) Look for another job
2.) Start consulting

I had never truly consulted as a freelancer aside from a small web design company I started when I was younger, but I had a chip on my shoulder and wanted to give it a go. 

So I went to the first freelancer platform I thought of, Upwork. 

I created a profile and began submitting proposals for email marketing work. 

It took about 2 months to land my first project, but the motivation of winning that first deal was enough to last me the rest of the year. 

Shortly, after the first couple of projects ✌🏻Jason S. and I decided to team up and formalize Omni Lab in a "real" company. 

We continued to invest time in closing deals on Upwork but noticed, after a while, that many of the brands were small mom-and-pop shops. 

So I then opened up my "rolodex" to start calling/emailing literally everyone I knew in SaaS.

I had spent 10+ years in SaaS in sales/marketing roles, so I knew quite a few people.

I started with people I had worked directly with, then expanded to those I knew of or had met. 

I even did a deal with my Dad to design a short promo video, and of course, got a quote from him for the website. :) 

After probably talking with hundreds of VPs of Marketing, Founders, and Heads of Sales and sending easily 1,000 emails or more, we go to our first 10 clients, focusing only on paid media. 

I'm sure other Founders or entrepreneurs can relate to this story, and even Sam Altman mentioned in a video some years back that your first 100 users typically come from the people you are closest with. 

So start with those you know and those that already trust you, and then work your way out.

That's the Matterhorn in Switzerland; it's legit the most beautiful country I've ever been to.

li_at

JSESSIONID

Omni Lab

↳ Co-Founder @ Omni Lab | B2B Paid Media | AI Architect

"Our campaign structure is a mess" said a VP of Marketing to me the other week. 

She went on to say...

"I honestly don't have a good handle on what we are running or our strategy." 

I wish I could say this was an outlier, but I hear this ALL the time from marketing leaders at SaaS brands big and small. 

This happens when you:

- Oversegment campaigns
- Lack a clear strategic direction
- Don’t document naming conventions
- Have multiple people managing campaigns over time

The result?

- You can’t tell which campaigns are driving pipeline
- It’s harder to sort by content type or objective
- UTM parameters get messy in your CRM
- Reporting becomes a nightmare

It’s easy to think, “Who cares about naming conventions? I just want to hit pipeline.”

But when you miss your pipeline target and start digging into campaign data, a clear and consistent naming structure becomes a lifesaver especially when you’re trying to spot what’s working and what’s not.

Here’s how we approach it at Omni Lab 👇

Using LinkedIn Ads as an example, this is our internal naming conventions glossary that keeps everything organized across campaigns, audiences, and formats. 

Here are some examples:

✅ Campaign - Omni | Linkedin | WV | EV | FIRMO-CORP-MM | IA
✅ Ad Creative - Omni | PM | [Client] - Ad Set 30 - PM - Benefits - It's time to buy [Social] | 1x1 | IA - 10/06/25
✅ Omni | LinkedIn | LG | Ad Set 145 - PM - Buy My Stuff - 10/06/25

You can then leverage tools like TextExpander to save the naming conventions so anytime your team needs to launch a new campaign the structure stays consistent. 

No need to "remember" it. 

Feel free to steal it or get inspiration from it.

Are you planning paid media budgets for 2026? 

Many marketing teams are still debating.

- “How much should go to search vs. social?”
- “How do we balance brand, demand, and acceleration?”

You want the ideal budget mix to help you hit your short-term and long-term goals. 

However, it can be challenging to determine how much budget to allocate to channels like Meta, LinkedIn, or Google Ads. 

So I partnered up with the Cognism team again to contribute to a crazy in-depth guide on how they run their paid program. 👏 to ya'll on this! 

I also linked a Paid Media Budget [TEMPLATE] below that can help to better align your budget based on audience size, frequency, CPM, and keyword volume. 

After talking to the Ehrenberg-Bass Institute and the B2B Institute, there are no black and white answers to exactly how much you should invest in brand vs. demand; however, using this template could help give you more direction. 

If you’re planning your 2026 media mix, this is worth bookmarking.

Thanks ya'll for including me. Fran Langham Amy Collins Lee Gannon Sam

I'll link to the template and to their guide so you can take a look. 👇

Director of Demand Generation at Cognism

Demand Generation Content Manager at Cognism

Senior Demand Generation Manager at Cognism | B2B SaaS Marketing | Paid Media Specialist

Content Marketing Manager @ Cognism

$283,323 spent over 90 days, but only 2 SQLs produced from 70 MQLs. 

Let's dive into what's going on here. 

The first question to ask is, "what is the definition of an MQL?"

In this case, an MQL for this brand is an ICP fit lead that filled out a demo form. 

That immediately let's you know this isn't a Google Ads issue, but instead a conversion rate issue down funnel. 

Why? Google Ads has no control/influence outside of getting quality traffic to your website whether indirectly or directly. 

The questions you now need to ask are: 

1.) What happens after someone converts on the demo form?
2.) How much time goes by from form fill to sales outreach?
3.) What are the criteria that have to be met to convert to SQL?
4.) Based on that criteria, what isn't getting met? 
5.) Is there a feature, integration, or product market fit issue?
6.) What other qualitative feedback are we getting on sale calls?

These are just a handful of the questions I'd be asking as it's clear that Google Ads is doing a great job of capturing the demand from this non-brand campaign. 

However, there is a huge issue converting MQLs to SQLs, leading to at 62,714 cost per SQL. 

I'll let you know what I find out as I go deeper, but thought sharing my thought process would be helpful if you find yourself in the same position.

For VPs of Marketing running LinkedIn Ads, you'll want your teams to be aware of this. 

CPM reached is rising in Q4 2025 (July to October). 

Here's how to interpret that and how they will affect lagging indicators. 

CPM is a measure of how much you're paying for reach. 

Or, how expensive it is to buy attention (impressions) in a given market, audience, or channel.

Over the last six years, working with over 150+ B2B SaaS brands, the same dynamics typically play out in Q4. 

Most B2B SaaS brands will do one or all of the following: 

1.) Pace budget hot before the holidays (front-loading more budget)
2.) Increase the budget to close the gap on end-of-year goals

This means the exact audience you were targeting all year is now more expensive to reach, as more dollars are being spent to reach it. 

Sidebar: January/February are usually the cheapest months historically (last 5 years of data). 

While CPM is a leading indicator, it can also influence downstream metrics like:

- Cost per conversion
- Cost per opportunity
- CAC

So while it's not a metric you report to the CFO or CEO, it can impact the metrics that you do report to them. 

There are a few things you can do to decrease CPM: 

1.) Move to manual bidding to better control bids in the auction
2.) Refocus more budget away from "in-market audiences" and towards colder audiences
3.) Refresh creatives as new creatives get higher priority
4.) Review ad formats that have lower CPMs

Remember, though, you should never sacrifice quality targeting for lower CPMs. 

Bigger audiences can lead to lower cost, but that doesn't mean better quality.

Here are the stats from the 128-page guide on how B2B SaaS brands can run LinkedIn Ads we released last week. 👇

- Likes - 185
- Comments - 70
- Impressions - 16,553
- Saves - 345 (more than likes + comments combined)
- Sends on LI - 27
- Downloaded PDF - 97

I've also heard from a few community founders I'm close with that it's being shared in their community. This has led to a few upcoming events we'll be hosting in the near future. 

All in all, I'd say it was a pretty good success (purely based on leading indicators, which are still important).

It's very likely that if we played the "link for comment" game that has consumed just about every piece of content on LinkedIn, we would've gotten more reach, likes, and "comments", but it's also possible that far fewer people would've consumed that content. 

Consumption is the ENTIRE point of creating content; the secondary benefit is people downloading it or reaching out to you with interest in working with you. 

If your goal is to create content that'll get downloads, you have already lost because you are going in with the wrong mindset. 

Build content for consumption. 

Our plan now is to: 
- Send to thousands of subscribers in our newsletter this Friday
- Repost portions of the guide going deeper into each section
- Run thought leader and document ads to guarantee distribution to our ICP
- Creating a blog page to index the whole guide on our website 

We'll next build out guides for Bing/Google Ads, Meta Ads, and Reddit Ads and ultimately a book that brings together all of them into one consolidated approach to the Modern Way B2B SaaS brands run paid media. 

Out of those three, which guide would be most interesting to ya'll?

I'm incredibly bullish on content collaborations right now. 

We all know AI has made it so easy to generate blogs, newsletters, or any written-based content at scale. 

You can have it make grammatical mistakes, integrate your POV, ensure it captures your tone of voice, and more. 

Every content marketer out there has been giving enormous leverage to generate more content faster. 

However, what AI still lacks is:
❌ Real stories
❌ Proprietary data/insights
❌ Building human relationships

When you integrate these three things you can:
✅ Build relationships with your ICP in a non-salesy way
✅ Borrow trust through the credibility or reputation of another brand
✅ Produce something people actually want to read

It takes a little longer to produce a piece of content, but quality is more important than quantity. 

TL;DR You should be allocating more of your marketing budget to producing content that focuses on real stories, proprietary data/insights, and building human relationships. 

This is the long-term investment that improves the performance of your demand programs.

STOP making so many changes to your campaigns.

Remember, every time you tweak targeting, swap out creative, or adjust bids, you’re adding more events that could impact performance.

Then, when you get the call: 

👉 “Why is performance down?”
👉 “Why is performance up?”

You'll struggle to isolate a potential change you made at the channel level that could have led to the performance change. 

This is especially difficult when performance is down. 

You have the tendency to want to change more as you start feeling pressure to improve results. 

You have to fight this urge; otherwise, it becomes impossible when you look at your change log and see 32 changes over the course of 30 days. 

Give the campaign some time to breathe and make one intentional change that you feel will have the largest impact. 

I broke down how we think about diagnosing a performance problem with Liam Bartholomew at Cognism a couple of weeks ago. 

Check out a link to the full episode below. 👇

VP Brand & Customer Marketing at Cognism

Cognism

If I were running an ABM motion to a small set of accounts, here’s what I wouldn’t do first 👇

I wouldn’t spin up 1:1 ads or send a bunch of cold, personalized emails.

I'd first start by building a content collaboration program.

Too many teams jump straight into “let’s sell them something” with custom landing pages, tailored LinkedIn ads, hyper-personalized messaging, and a vetted list.

Those are all important, but if you haven’t built any trust or any relationship with the people behind those accounts… you’re just another vendor in their inbox or another ad saying "look at me". 

You have to focus on building relationships and providing "value" before you pitch by layering in a content strategy that brings your prospects INTO the story.

Instead of asking for 30 minutes of their time for a demo:

- Invite them to join your podcast
- Co-create an industry guide
- Host a webinar panel and feature their perspective

Then you can:

- Redistribute that organically on LI
- Promote those posts with thought leader ads
- Promote to your owned audience

Why this works:

- It’s natural, not a cold sales pitch.
- Your response rates jump 10x compared to “get a demo” ads.
- You build trust and visibility in a way that scales relationships, not just impressions.

At the end of the day, ABM isn’t just about "push marketing"; it's about pulling them towards you in a natural way with no expectation of demoing your product. 

To be clear, I'm not saying ads and targeted cold emails aren't part of the strategy, but there are more effective ways to get closer to your ICP and build relationships and that starts with good content.

You don't need more content, you need better content. 

I get that AI has made it easier than ever to produce a higher volume of content, but you don't need more. We had enough noise before ChatGPT even came on the scene. 

What you need is content that stands out and isn't just a regurgitation of the same old sh$$. 

For me, good content...
- Uses proprietary data 
- Leverages outside influencers/creators/people of authority
- Reeks of your brand's POV
- Allows you to take action
- Has a "dotted line" back to your product

Here are a couple of examples: 

- Navattic's State of Interactive Demos
- Dreamdata's LinkedIn Ads Benchmarks

What B2B brands have put out a killer guide that you think follows some of the above?  Bonus points 💰  if it isn't a brand selling to marketers. 

P.S. We are working on creating the most comprehensive guide to LinkedIn Ads, which will build upon all of the above. Let's see if I can put my money where my mouth is. ;)

Yesterday, we had a very serious pumpkin carving contest at Omni Lab

Whose pumpkin do you think won?

Drop a number in the comments or just enjoy these beautiful pumpkins.

Happy Halloween ya’ll. :) 🎃🎃

Thanks, Devyn, for putting this together! 

And to some of you that participated Robbie Riley ✌🏻Jason S. Diego Oquendo Tony Flores Maggie Cortright Jackson Swearingen Fabricio Cuppari Daniel Agudelo Restrepo Jay Paquette

Senior Demand Generation Manager @ Omni Lab | Helping B2B SaaS Clients Reach their PPC (Paid Search & Paid Social) Advertising Goals 🏆

Sr. Paid Media Manager @ Omni Lab | Helping B2B SaaS Companies Build & Scale Their Paid Media Programs Profitably | LinkedIn Top Voice Marketing & Advertising

Demand Generation @ Omni Lab

Senior Paid Media Manager at Omni Lab

Demand Generation Manager for B2B SaaS Brands

Senior Performance Marketing Manager | B2B | Paid Media Team Lead | Lead Generation | Paid Campaigns | Growth Marketing | Digital Marketing Manager

Senior Associate Paid Social at Omnicom Media Group | Digital Marketer | Paid Media Strategist | 6+ Years in Performance & Growth Marketing | B2B Marketing

Performance Marketing Strategist | Digital Media Leader | Driving Scalable Growth for B2B, DTC, Events, and Entertainment Brands | Fisherman | Artist | Melomaniac

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