Comparison · Performance

Directive alternative:
when Edison Moment is the better fit.

Directive is a performance marketing agency specializing almost entirely in B2B SaaS and tech, known for its “Customer Generation” methodology that optimizes to pipeline and revenue over MQLs. Edison Moment is the better fit when a premium brand outside pure B2B SaaS wants brand and performance in one senior pod.

Directive is usually best for

B2B SaaS and tech companies focused on pipeline and revenue, not lead volume
Marketing teams that want the “Customer Generation” model applied to paid and SEO
Companies with long, sales-led buying cycles and defined ICPs

Edison Moment is usually best for

Premium consumer and considered-purchase brands where creative and CAC both matter
CMOs who want partner-level involvement in weekly decisions
Teams that need creative production and finance-tied measurement in one pod

Where the two overlap

Paid search, paid social, and SEO for demand generation
Full-funnel measurement tied to revenue outcomes
Conversion optimization and performance strategy

Where they diverge

Directive specializes almost exclusively in B2B SaaS with its “Customer Generation” pipeline-over-MQL methodology; Edison Moment serves premium brands across DTC, retail, and considered purchases with brand and performance in one team
Edison Moment keeps creative production in-house tied to the media plan
Edison Moment measures with MMM and incrementality across brand and demand, not pipeline attribution alone

Pricing & engagement

Directive typically engages on a monthly retainer scoped to a B2B SaaS demand program, with specialists across paid and SEO. Edison Moment engages a senior pod on a fixed 90-day platform that spans brand and performance, with fewer people closer to the work.

Frequently asked questions

Is Directive only for B2B SaaS?+

Directive is deliberately concentrated in B2B SaaS and tech, and its “Customer Generation” methodology is tuned for pipeline and revenue in those categories. Edison Moment serves premium consumer and considered-purchase brands where creative quality and CAC matter as much as pipeline.

Does Edison Moment do pipeline-based measurement like Directive?+

Directive’s edge is optimizing to pipeline and closed revenue for SaaS sales cycles. Edison Moment measures with MMM and incrementality across brand and demand, which fits brands where paid, creative, and brand-building all move the number.

Which fits a premium consumer brand better?+

Directive is a strong pick when your motion is B2B SaaS demand generation. For a premium consumer brand, Edison Moment usually fits better because brand, creative, and performance are run by the same senior pod rather than a SaaS-focused demand team.

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Directive alternative:
when Edison Moment is the better fit.

Where they diverge

Directive specializes almost exclusively in B2B SaaS with its “Customer Generation” pipeline-over-MQL methodology; Edison Moment serves premium brands across DTC, retail, and considered purchases with brand and performance in one team

Edison Moment keeps creative production in-house tied to the media plan

Edison Moment measures with MMM and incrementality across brand and demand, not pipeline attribution alone

Frequently asked questions

Is Directive only for B2B SaaS?+

Does Edison Moment do pipeline-based measurement like Directive?+

Which fits a premium consumer brand better?+

Directive alternative:when Edison Moment is the better fit.

Directive is usually best for

Edison Moment is usually best for

Where the two overlap

Where they diverge

Frequently asked questions

Useful next reads

Directive alternative:when Edison Moment is the better fit.

Directive is usually best for

Edison Moment is usually best for

Where the two overlap

Where they diverge

Frequently asked questions

Useful next reads

Directive alternative:
when Edison Moment is the better fit.

Directive alternative:
when Edison Moment is the better fit.