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B2B startup digital marketing plan

workbook and case study | Smart Insights

4-6 minutes

Includes B2B digital marketing

workbook and KPI dashboard for a
B2B SaaS website
About our SaaS startup digital marketing
planning workbook and case study

When we first released our blank digital marketing

strategy templates to help members create their own
plans, our members asked for more examples from
different sectors. Understandable! So, in response we
created our first B2C Digital marketing plan example for
Wow Accessories. We followed this in our this
B2B inbound marketing plan in our B2B toolkit by B2B
marketing consultant Jill Quick

This template, the next in the series, gives the example

of an online startup SaaS business. Although the
example is specific to a SaaS startup, we think it's also
applicable to other types of business-to-business
company and the report spreadsheet is relevant to B2C
SaaS businesses too.

B2B SaaS (Software-as-a-Service) typically involves

freemium subscription based models of payment for the
provision of an ongoing service, which distinguishes it
from other businesses which sell products on a one-off
basis. This presents unique challenges and
opportunities in terms of creating the business plan and
marketing the product itself.

SaaS products are often novel or unique, so it can be

very challenging to convince prospects of the value you
provide. To help meet this challenge we have produced a
specific SaaS digital marketing workbook, with case
study and an Excel dashboard template.

This resource includes:

Case study: a realistic case study examining the

journey of a B2B SaaS company (Curate.me) building
their digital marketing plan (based on a real startup
project example).
Workbook: a blank Word template with the same
structure to take you through each of the steps
involved with relevant editable fields, to help you
build a digital marketing plan for your SaaS product.
The end result will be a fully workable marketing
plan.
Dashboard template: to help with goal setting and
monitoring growth we have also included a KPI
dashboard structured around our RACE Planning
framework in Excel format - this is referenced in the
workbook

What does the workbook cover?

The workbook and example will guide you through each

and every step involved in creating a digital marketing
strategy to market SaaS products.

PR Smith's SOSTAC® plan summary

Digital marketing specific SWOT Analysis Template
Setting vision and values
Using customer segmentation
KPI dashboard instructions + SaaS KPI Dashboard
Digital strategy planning Matrix based on RACE
framework
Business model creation tool
Content marketing audit tool
Online competitor benchmarking tool

Who is this resource for?

The case study included in this resource is for a B2B

SaaS business, so it will be most useful for those
looking to start or grow a B2B Saas businesses.
However, the workbook template and KPI dashboard are
designed to help the marketing of any start-up business,
so you don't have to be selling to business or have a
SaaS business model for the workbook to be useful.

Resource Details

Authors: Digital marketing consultant Jill Quick and

Dave Chaffey
Last updated: July 2016
Format: 3 separate templates in a download Zip
archive to help create your B2B Saas Strategy: A
Word document workbook for you to amend, a Case
Study and an Excel KPI Dashboard.
About the authors

Jill Quick

Jill Quick is a Digital Marketing Trainer

and Consultant at Quick Marketing and co founder of
The Coloring in Department.  A candid and experienced
 marketer who loves to teach you not just how to “get”
digital marketing in theory, but how to actually DO it.

Dr. Dave Chaffey

Dave is co-CEO and co-founder of Smart Insights. He is

editor of the 100 templates, ebooks and courses in the
digital marketing resource library created by our team of
25+ Digital Marketing experts. Our resources used by our
Business members in more than 80 countries to Map,
Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other

social networks, see the About Dave Chaffey profile
page on Smart Insights. Dave is author of 5 bestselling
books on digital marketing including Digital
Marketing Excellence and Digital Marketing: Strategy,
Implementation and Practice. In 2004 he was recognised
by the Chartered Institute of Marketing as one of 50
marketing ‘gurus’ worldwide who have helped shape the
future of marketing.