This product is a pathway to great Saas Marketing Strategy that you can download and are able to edit easily. The outcome if this template will allow you to develop a comprehensive saas marketing strategy that allows your startup to grow quickly by leveraging the tactics that the template recommends.
The SaaS Marketing Strategy Template is a customizable template used to help guide marketers through the development of a marketing strategy by giving an overview of strategy, tactics, and objectives. It’s designed to be used as a standalone deliverable or as part of PowerSlides agency standard Saas Marketing Strategy service.
What is a marketing strategy?
Let’s start by taking a look at what exactly we mean when we use the term marketing strategy. On the surface, it seems like a fairly straightforward one – a way of outlining your approach to your advertising and sales. But in reality, it’s a more complex concept.
On closer inspection, there are a few useful definitions floating out there. One of the most useful ones is from Investopedia, which defines a marketing strategy as, ‘a business’s overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides.’
So, it’s about strategic planning on how you’re going to get your company in front of the people who are going to buy from it. As we’ll see, there are many facets to this process, with a lot of analysis, preparation, and research.
- Advertising WeekMarketing Strategy with Advertising Week
- University of LeedsHow to Create Great Online Content
Why do I need one?
There are several reasons why your business needs a marketing strategy. Ultimately, without taking the time to create a marketing strategy, you’re reducing how effective your promotional and sales activity will be. There are several reasons for this, many of which are crucial to growing your business:
It helps you reach your target audience
One of the main reasons to create a marketing strategy is to help you connect with the right people. As we explored in our series on how to start a business, understanding your target audience is vital to success. With a marketing strategy in place, you not only identify who your customers are and what they want from your company, but also gain insight on ways you can reach them.
It helps you spend your money in the right places
There are various marketing channels you can choose from when you’re trying to connect with your customers. As well as traditional methods such as print and TV advertising, there are also digital marketing options such as social media, content and email marketing. When you create a marketing strategy, you can better understand where to invest your marketing spend for maximum return.
It keeps your marketing consistent
When you’re trying to build your brand and reach new customers, consistency is key. Your brand messaging and visuals across each channel should be in line with the overall identity of your company. A marketing strategy helps to provide this alignment, making sure the message you deliver is clear and consistent.
It gives you a measurable outcome
Creating a strategy for your marketing also helps you set goals. Once these are in place, you can start measuring how effective your efforts are. Whether for metrics such as ROI, engagement, or conversion rate, having this insight can help you refine and improve your marketing.
It serves as a guide
When you have a marketing strategy in place, you have a clear outline for how you can engage with customers. You understand their buyer personas and pain points, as well as how to reach them effectively. This is useful for every team or individual at your company who wants to market your product or services, guiding them through the process.
1. Identify your constraints.
Okay – so you have your business goals clarified and you know what you’re marketing toward. From there, the first step to creating a viable marketing plan is to identify the constraints you’ll be facing.
There are usually three key constraints to identify:
The first constraint, and maybe the most obvious, is the marketing budget you’ll have to work with. Most marketing activities carry inherent costs – you need to know what you’ll be able to spend to know what activities you can do.
The second constraint you should identify is the timeline you have in which to accomplish your objectives. If you’re shooting for steady progress over a three-year period, your strategy and tactics will take that into account. If you’re trying to hit a target in three months, things will look a lot different.
You can’t just know that you need to get to 30,000 feet – you also need to know how long of a runway you have.
Finally, you should also identify the resources you’ll have to get the job done. This means taking stock both of personnel (internal team and external contractors) and technical tools (tracking software, CRM, etc.). You may find that, without certain people or without certain tools, some initiatives are simply off the table.
2. Create sub-goals for each customer lifecycle stage.
Once you’ve identified the restraints your plan will account for, the next step is to break your big-picture goal down into actionable chunks.
Now, there are a variety of approaches to planning, and the approach I’m going to outline below may not work (or even be necessary) for your situation. But we’ve found that in most cases, it’s the most helpful way to ensure that you create a comprehensive SaaS marketing plan.
The key is to break things up by customer lifecycle stage. This is the linchpin to our B2B SaaS marketing plan template.
This approach means that you should identify marketing goals for your funnel, all the way from your unaware audience down to your evangelist users. When you do this, you’ll usually find that there will be 1-3 areas that are closely aligned with your business goals. These will then get the majority of your tactical focus.
Here’s what that might look like.
Goals for unaware audience
Your unaware audience includes people and companies who could benefit from your SaaS offering but don’t know about it yet. This may be a focus area if you’re a challenger in a mature market, or if you’re bringing an innovative product to an immature market.
Goals for this stage center around presenting your offering and its value to prospects who haven’t heard of those things. This often takes the form of impressions – the number of times your brand is put in front of the audience.
Example: Generate 1M impressions by end-of-year.
Goals for aware users
Your aware users are people who have heard of your product but haven’t submitted any information to you yet. Goals for this stage center around getting these people to become contacts. Typically, this means that you’re looking at conversion rates.
Example: Increase the conversion rate on our website to 3% over the upcoming quarter.
Goals for contacts
Your contacts are people who have submitted information – usually their name and email address – to you. Usually, they’ve done this to receive something in return, like a free trial of your software or an ebook. Goals for this stage center around getting these people to become customers.
Example: Drive $50K in additional AAR from existing contact list by end of year.
Goals for customers
This one’s obvious – your customers are people who’ve bought from you in the past. But your goals for customers can vary depending on your context and your business objectives. Usually, they take one of three forms: Either you seek to increase customer retention, or to increase average spend, or to drive more referrals.
Example: Drive 35 new sales from referrals over the coming quarter.
Goals for churned customers
Churned customers are users who bought your software and then cancelled their subscription. Almost always, your goal for this lifecycle stage is to win back these users. Occasionally, you might simply set a goal to gather information about churned users in the hopes of reducing churn in the future.
Example: Increase our customer win-back rate to 5% over the upcoming quarter.
3. Implement tactics to hit your sub-goals.
This is the part of the marketing plan that most people think of when they think of a “template.”
At the risk of wearing out the message, you shouldn’t copy and paste these tactics, and you certainly shouldn’t skip right to tactical planning without identifying your constraints and goals.
Once you’ve completed the first two steps, you can finally start to plan out the tactics you’ll use.
Here are some examples of what these might include.
Tactics for unaware audience
Again, you’re usually seeking to drive impressions. Some of the best ways to do that include:
- Pay-per-click advertising (search, social, video)
- Traditional advertising (TV, billboards, partnered promotions, event sponsorships)
- Search engine optimization
To win at this stage, you have to understand where your unaware audience spends time – and especially where they spend time when looking for solutions like yours.
Tactics for aware users
Usually, you’re seeking to increase your conversion rate. Some of the best ways to do that include:
- USP and messaging refinement
- Conversion optimization
- Lead magnet development
- Email marketing
To win at this stage, you have to understand your audience’s desires and pain points. Then you have to get crystal clear in communicating how your SaaS offering can meet their desires or solve their pain.
Tactics for contacts
When you market to your existing contacts, you’re usually seeking to convert them into paying customers. Some of the best ways to do that:
- Email marketing
- Remarketing (on search networks and on social media)
- Educational content that shows the value of your product (webinars, videos, events)
To win at this stage, you need to consistently get in front of your contacts with compelling value. The game is similar to the game being played in the previous stage, but the stakes are higher.
Tactics for customers
When you market to your customers, you’re usually seeking to build engagement and excitement. Some of the best ways to do that:
- Email marketing
- Educational content (webinars, videos, events)
Depending on your business model, you may be supporting the initiatives of account representatives at this stage in the funnel. If that’s the case, you’ll need to integrate your marketing tactics with your accounts team.
Tactics for churned customers
When you market to churned customers, you’re usually seeking to gather feedback and draw them back in. (Sad as it seems, you should keep in mind that most people who churn are gone for good – it helps to have a thick skin during this stage.)
Some of the best tactics for this stage include:
- Email marketing
- Educational content (webinars, videos, events)
For a drop-dead tactical look at how we’ve approached this in the past, check out our article on the anatomy of a win-back email.
4. Analyze your results and optimize for next time.
The fourth and final step in this framework will position you for continued success.
As we noted at the outset in step one (identify your constraints), part of your marketing plan should include clarification of your timeline. When you’ve carried out your tactics over the given timeline, the next step is to evaluate your results.
For each stage of the marketing funnel and for every tactic, you should first identify whether your stated goals were hit. From there, you should dig deeper to uncover the “why” behind what happened.
There are many ways to unpack the data, but we’ve found that these two (debatably four) questions are a good starting point:
- What worked? Why?
- What didn’t? Why?
From there, you should begin to chart out what you’ll do going forward. We’ve found that these three questions are helpful toward that end:
- What will we keep?
- What will we cut?
- What will we change?
The answers – and the patterns you uncover in your data – will help you shape your next B2B SaaS marketing plan.
SaaS marketing is more competitive than ever – the SaaS Marketing Strategy Template will ensure you have a winning strategy in place.