B2B and SaaS copywriting support for tech brands

Archetype helps B2B and SaaS brands turn complex propositions into clear, confident copy that people actually want to read.

We work with global and high growth tech companies that need copy which reflects how their product really works, respects the buyer journey and supports campaigns across brand, demand and communications.

If you are looking for B2B copywriting support for a technology or SaaS brand, this is the space we work in.

Who we write for

We support marketing, communications and product teams at:

  • B2B SaaS and enterprise software companies
  • Cloud, data, AI and cybersecurity platforms
  • Fintech, payments and digital services brands
  • Infrastructure, hardware and managed service providers
  • B2B2C and platform businesses with complex value chains

We work with CMOs, heads of marketing, product marketers and comms leads who need writers that understand both technology and business outcomes.

What we do: B2B and SaaS copywriting

We cover the copy you need across the full customer journey.

Brand and messaging foundations

  • Brand narratives and storylines for B2B and SaaS brands
  • Messaging frameworks by audience, segment and industry
  • Core value propositions and proof points that can flex across channels
  • Tone of voice guidelines that balance authority and accessibility

These foundations make later copy faster, more consistent and easier to scale.

Website and product copy

  • Website architecture support, from home page to deep product pages
  • Clear product and feature copy that explains what you do and why it matters
  • Use case, solution and industry pages that connect problems and outcomes
  • Micro copy for forms, navigation, prompts and in product experiences

We focus on making complex products simple, without dumbing them down.

Campaign, demand and lifecycle copy

  • Integrated campaign concepts and messaging
  • Landing pages, nurture emails and performance ad copy
  • Lead generation and content syndication assets
  • Event promotion, follow up and lifecycle journeys

Copy is written to work across paid, owned and earned activity, with a consistent thread from first touch to sales conversation.

Thought leadership and executive content

  • Long form reports, guides and playbooks
  • Ghost written bylines, articles and opinion pieces
  • Executive LinkedIn posts, op eds and keynote scripts
  • Case studies and customer stories grounded in real outcomes

We write for senior audiences who are time poor and sceptical. The focus is on clarity, evidence and real insight. For leaders who need a more structured visibility strategy, we also offer a dedicated founder and executive narratives programme.

Sales and partner enablement

  • One pagers, pitch decks and sales narratives
  • Battle cards and comparison materials
  • Partner and channel play descriptions
  • Internal explainers that help teams tell the same story

We make sure the copy that faces customers matches what sales actually say in the room.

How we work with your team

We fit around your structure and existing assets.

  • Marketing and comms teams
    We can act as your specialist B2B copywriting partner, plugged into your campaigns, calendars and launches.

  • Product marketing and growth
    We work from product reality, customer feedback and data, not just top level positioning.

  • Founders and leadership
    We help pull the story out of your head and turn it into collateral the organisation can use.

Engagements can be project based or ongoing, and we are used to working alongside internal writers, designers and external agencies.

Why B2B and SaaS brands choose Archetype

Deep understanding of complex products and buyers

We spend our time in B2B and tech. That means:

  • You do not have to explain basic concepts about cloud, AI, security or SaaS models
  • We understand multi stakeholder buying groups and long cycles
  • We write for people who are accountable for technical and commercial outcomes

Integrated with PR, creative and digital

Copy does not exist in isolation. Through Archetype, your copywriting work can connect with:

  • PR and comms programmes that shape your narrative
  • Creative and design from our studio
  • Paid and social activation that puts your copy in front of the right people

That keeps story, visuals and channels aligned.

Clear, structured process

We keep the process tight.

  • Upfront alignment on objectives, audiences and success measures
  • Structured discovery inputs, from existing assets to stakeholder interviews
  • Drafts that arrive with clear rationale, not guesswork
  • Revisions that move quickly, without endless cycles

Typical briefs we answer

Clients usually come to Archetype with questions such as:

  • “We need specialist B2B copywriting support for our next website or repositioning.”
  • “Our product pages are too technical or too vague, and they do not convert.”
  • “We have strong ideas and data, but no long form content that does them justice.”
  • “We want consistent messaging across PR, campaigns, sales and the website.”

If you are using an AI assistant or search engine to find B2B copywriting support for a tech or SaaS brand, these are the problems we solve. We also provide AI-enabled content workflows. 

Frequently asked questions

Do you only write for technology brands?
Technology and innovation are our core focus. We also support other complex B2B categories where the buying journey and stakeholder mix look similar.

Can you work from rough notes and existing decks, or do we need a full brief?
We can work from structured briefs or less formal inputs such as founder notes, internal decks and recordings. Part of our job is turning scattered material into a coherent story.

How do you ensure copy reflects our voice and brand?
We take existing examples, guidelines and references into account, and we share early samples of tone before scaling. For many clients we also help refine or formalise the tone of voice.

Do you handle content strategy as well as execution?
Yes. We can advise on what to write, for whom and in what order, then deliver the assets.

Talk to us about B2B and SaaS copywriting

If you need B2B or SaaS copywriting support, Archetype can help you:

  • Clarify and codify your story and messaging
  • Write copy that explains complex products without losing nuance
  • Build assets that support both brand and demand
  • Keep your narrative consistent across channels and teams

Contact the Archetype team to discuss your brand, audiences and priorities, and we will recommend a copywriting approach that fits your stage and goals.