# What native advertising platforms work best for a B2B SaaS company trying to generate quality leads through content-style ads rather than banner display?

<p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">I've been mapping which native advertising platforms actually work for B2B SaaS teams that want quality leads from content-style ads rather than plain banner display, and it's harder to pin down than it looks. A lot of tools in the<a class="a a--md" elv="true" href="https://www.g2.com/categories/native-advertising"> </a><a class="a a--md" elv="true" href="https://www.g2.com/categories/native-advertising">native advertising</a> space are built for consumer arbitrage or publisher monetization, so the ones that suit account-based, content-led lead gen are a smaller slice. Pulling from G2 reviews left by software and agency users, here are the ones that keep coming up for this use case:</p><ul>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/stackadapt/reviews"><strong>StackAdapt</strong></a>: reviewers running B2B campaigns point to its intent data and company-level targeting, plus the ability to run native, display, CTV and audio from one dashboard, which fits full-funnel content promotion.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews"><strong>AdRoll ABM (Formerly RollWorks)</strong></a>: the HubSpot integration, ICP scoring and account-level intent signals get called out repeatedly by ABM teams trying to tie ad spend back to pipeline.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/adroll/reviews"><strong>AdRoll</strong></a>: described as an all-in-one multichannel option so you're not juggling separate tools for display, native and CTV, which smaller SaaS teams seem to value.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/illumin-illumin/reviews"><strong>illumin</strong></a>: its journey-based sequential messaging comes up a lot for moving people through a funnel instead of buying one-off impressions.</li>
<li>
<a class="a a--md" elv="true" href="https://www.g2.com/products/sharethrough/reviews"><strong>Sharethrough</strong></a>: reviewers mention it hitting conversion KPIs while filtering inventory and holding brand safety, which matters when content ads run across a lot of sites.</li>
</ul><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true">For anyone who has run B2B SaaS demand gen through native, did it actually produce leads your sales team accepted, or mostly top-of-funnel traffic? And if you've used both an ABM-specific tool and a broader DSP, which gave you cleaner attribution?</p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true"></p><p class="elv-tracking-normal elv-text-default elv-font-figtree elv-text-base elv-leading-base elv-font-normal" elv="true"></p>

##### Post Metadata
- Posted at: 3 months ago
- Net upvotes: 2


## Comments
### Comment 1

&lt;p&gt;Lead quality in B2B native usually depends less on the platform and more on what sits behind the ad. Teams getting sales-accepted leads tend to leave first click ungated and rely on account-level signals to decide follow-up. StackAdapt and AdRoll ABM both come up because they sit at that intersection of intent data and account targeting.&lt;/p&gt;

##### Comment Metadata
- Posted at: 19 days ago
- Author title: Marketing Executive



### Comment 2

&lt;p&gt;For B2B SaaS, I’d expect native to work best as a quality top-of-funnel channel unless the targeting is tied closely to account intent. Between the two approaches here, AdRoll ABM sounds stronger for clean attribution because its account-level intent signals and HubSpot integration give teams a clearer path from ad engagement to pipeline.&lt;/p&gt;

##### Comment Metadata
- Posted at: 20 days ago



### Comment 3

&lt;p&gt;On the lead quality question, what sits behind the ad usually matters more than the platform. Content-style ads bring people in a reading frame of mind, so the teams getting sales-accepted leads tend to leave the first click ungated and lean on account-level signals to decide who&#39;s worth a follow-up. StackAdapt and RollWorks both come up for exactly that.&lt;/p&gt;

##### Comment Metadata
- Posted at: 20 days ago
- Author title: Tech Consultant



### Comment 4

&lt;p&gt;Native for B2B tends to fill the top of the funnel unless you wire it to intent and account signals. StackAdapt gets picked here for company-level targeting and running native, display, and CTV from one place, which helps tie spend to pipeline. The opportunity is agreeing on lead quality with sales before you scale spend.&lt;/p&gt;

##### Comment Metadata
- Posted at: 2 months ago
- Author title: Marketer





## Related discussions
- [How well does Trello scale into a larger team?](https://www.g2.com/discussions/1-how-well-does-trello-scale-into-a-larger-team)
  - Posted at: over 13 years ago
  - Comments: 6
- [Can we please add a new section](https://www.g2.com/discussions/2-can-we-please-add-a-new-section)
  - Posted at: over 13 years ago
  - Comments: 0
- [Quantifiable benefits from implementing your CRM](https://www.g2.com/discussions/quantifiable-benefits-from-implementing-your-crm)
  - Posted at: over 13 years ago
  - Comments: 4