What’s Actually the Most Efficient GTM for Early B2B SaaS?

I’ve been analyzing GTM strategies specifically for early-stage B2B SaaS, and after digging through a handful of case studies, a very consistent pattern keeps showing up.

Most of the fastest movers seem to start with:

paid ads → booked sales call → close an annual contract upfront

(often founder-led, fairly narrow ICP, high ACV relative to stage).

On paper, it checks out:

Faster signal vs content-led plays
Immediate cash flow
Tight feedback loop on positioning and pricing

And in the case studies I looked at, this approach did seem to accelerate traction compared to freemium or slow-burn inbound.

That said, I’m trying to pressure-test this beyond curated examples.

For those building or who’ve built B2B SaaS:

Did you start with ads → calls → annual contracts?
How well did it work before brand, proof, or a strong logo wall?
What broke (or slowed) as you tried to scale?

Also curious if anyone found more efficient early GTM routes, for example:

Content → demo in a tight niche
Free tool / wedge product → sales assist
Outbound to a hyper-specific ICP
Partnerships or integrations as first traction

Not looking for theory, I’m interested in what actually worked, what didn’t, and why.

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