SaaS & B2B Software
Helping businesses clarify their proposition, reach the right buyers and develop more effective customer acquisition strategies.
Technology & Software
B2B Marketing Strategy & Lead Generation for Technology Companies
Building a great product is one thing. Finding the right customers and creating consistent demand is another.
Pathfinder helps B2B technology businesses sharpen their positioning, develop effective go-to-market strategies and generate qualified leads.
We work with funded startups, growing software companies and established technology businesses in Cambridge and across the UK, bringing senior marketing experience and commercial thinking to the challenges of growth.
The Challenge
Great technology doesn’t sell itself.
Technology businesses often invest heavily in product development before giving the same attention to how they’ll take that product to market.
Early customers may come through founder relationships, referrals or a handful of successful sales conversations. But as ambitions grow, those routes alone rarely provide the consistency needed to scale.
We regularly see businesses facing familiar challenges:
- A technically strong product that’s difficult to explain to prospective customers.
- Unclear target markets or too many competing opportunities.
- Heavy reliance on founders to generate new business.
- Marketing activity that isn’t producing enough qualified leads.
- Long sales cycles involving technical, operational and commercial decision-makers.
- Limited internal marketing expertise to shape strategy and manage execution.
More marketing activity isn’t always the answer. Often, the first step is getting clearer about where growth will come from and how to pursue it.
Who We Work With
Supporting ambitious B2B technology businesses.
We work with technology companies at different stages of growth, including:
AI & Automation
Turning complex technical capabilities into propositions that address real business problems.
Deep Tech & Advanced Technology
Helping research-led and highly technical businesses identify commercial opportunities and communicate their value.
Fintech & Digital Platforms
Supporting market positioning, go-to-market planning and demand generation in competitive B2B markets.
Technology Services & IT Consultancies
Building more consistent new business pipelines beyond existing relationships and referrals.
Our focus is on businesses selling complex products or services where customers need a clear reason to choose one solution over another.
How We Help
Commercial strategy, marketing and lead generation, working together.
Growth Strategy & Positioning
Identify your best commercial opportunities, define your ideal customers and build a proposition that makes sense to the people you’re trying to reach.
Go-to-Market Strategy
Decide which markets to prioritise, how to reach buyers and where to focus your marketing and sales investment.
B2B Lead Generation
Plan and deliver targeted marketing programmes that create demand and generate relevant sales opportunities.
Growth Intelligence
Use market research, commercial signals and AI-assisted prospecting to identify organisations worth approaching and the right people to speak to.
Fractional Marketing Leadership
Bring experienced senior marketing direction into your business without the cost of a full-time appointment.
We focus on what will make a commercial difference, rather than adding activity for its own sake.
From Product Innovation to Commercial Growth
Making complex technology easier to buy.
Technology purchasing decisions are rarely straightforward.
A technical buyer may be interested in features and performance. A finance director wants to understand the return. An operational leader needs confidence that the solution will work in practice.
Good marketing needs to address all three.
That starts with understanding who influences the decision, what matters to each audience and how your product solves a problem worth paying for.
It’s particularly important for businesses moving beyond early adopters into more established markets, where buyers may be less familiar with the technology and more cautious about change.
Pathfinder helps connect the technical story with the commercial case, giving sales and marketing a clearer foundation to work from.
Experienced Marketing Leadership
Senior expertise without unnecessary overhead.
Pathfinder was founded by Simon Guest, who brings more than 25 years of experience in marketing, commercial strategy and agency leadership.
His background includes senior roles at international agencies including Ogilvy and M&C Saatchi, alongside specialist B2B marketing businesses. He has worked across technology, financial services, life sciences and other complex markets, leading strategy, client relationships, new business development and marketing delivery.
Pathfinder provides direct access to that experience, with practical support shaped around the needs and resources of each business.
Cambridge Technology Businesses
Local knowledge. UK-wide support.
Cambridge has a thriving technology ecosystem, from university spinouts and research-led startups to established software and AI businesses.
For many of these companies, the challenge isn’t creating innovative technology. It’s translating that innovation into a proposition customers understand and a business that can grow commercially.
Based near Cambridge, Pathfinder works with local founders and leadership teams, as well as technology businesses across the UK.
Explore Pathfinder in CambridgeFrequently Asked Questions
Can you help an early-stage technology startup?
Yes. We work with funded startups that need help defining their target markets, refining their proposition and building a practical go-to-market strategy.
Do you provide B2B lead generation?
Yes. We help businesses plan and implement lead generation programmes, including demand generation, paid media and AI-assisted prospecting. The approach depends on your market, customers and commercial objectives.
What if we don’t have an internal marketing team?
We can provide strategic consultancy or fractional marketing leadership, helping you set priorities and manage the people or partners needed to deliver the work.
Do you only work with Cambridge businesses?
No. We’re based near Cambridge but support B2B technology businesses throughout the UK.
Where should we start if our marketing isn’t generating enough leads?
Start by understanding why. The issue could be your positioning, target audience, marketing channels or the way leads are followed up. An initial conversation can help identify where to focus.
Let’s Talk About Your Growth Plans
Whether you’re preparing to launch, entering a new market or looking to improve lead generation, we can help you work out what needs to happen next.
Book a complimentary Growth Diagnostic Review™ to discuss your business and where you want to take it.