The slides of my last lesson at Bologna Business School: situation analysis, objectives, strategy, tactics, performance analysis and KPIs.

1. How to create a SaaS BtoB
Marketing Plan
situation analysis, objectives, strategy, tactics,
performance analysis and KPIs
Federico Oliveri
Digital Strategy & Pre-Sales Manager
@FedericoO6
/in/federicooliveri 14/03/2018

2. Digital Strategy
&
Pre-Sales Manager
at Socialbakers
Speaker
&
Trainer
analytics and big data on social media
Blogger
at Webhouse.it

3. @FedericoO6
INTRO
BtoB Marketing
BtoC differences and how they affect the
business, priorities and tasks, challenges

4. @FedericoO6
BtoC Marketing vs BtoB Marketing
Shorter Decision Process Longer Buying Cycle
Brand Positioning Thought Leadership
Emotional and Entertaining Triggers Cost and Production Efficiency
Individual Involvement Chain Of Command
Sales Volume Life Time Value
Btoc Marketing BtoB MarketingVS

5. Main Tasks and Objectives
● Lead Generation
and New Business
● Lead Nurturing
and Customer Loyalty/Upsell
● Thought Leadership
and Prospects/Customers Education
@FedericoO6

6. @FedericoO6
What are
the main challenges
for BtoB Marketer?
raise your hands

7. 67% 44%
Small Team Lack Of Time
63%
40%
28%
26%
Lead
Generation
ROI
Secure
Budget
Identify
right
technologies
@FedericoO6
“2017 State Of
Inbound Report”
Source Here
Top Challenges
“2018 B2B Content
Marketing Trends”
Source Here
Reasons B2B Marketers Do Not
Plan A Content Strategy

8. Situation Analysis
How to create a SaaS BtoB Marketing Plan
@FedericoO6

9. @FedericoO6
Portfolio Analysis
Internal Audit, CRM Analysis,
Churn, Upsell and Renewal
Rate
Understand the
actual new
business coming
from marketing:
which target
segmentation and
most effective (or
not) leverages &
touchpoints
Identify the content,
communication and
promotion mix in
place
Competitive Analysis
Offline and online actions
mapping, Portfolio (actual
customers), PR releases and
last features

10. @FedericoO6
SEO & Content
keywords and traffic
analysis, content audit
Internal Audit about
know-how, team,
technologies and
investment
Which trends are
rising
Market Analysis
specialized magazines,
researches, studies and
surveys

11. Objectives
How to create a SaaS BtoB Marketing Plan
@FedericoO6

12. Set Your Objectives
● New Business
increase our quota coming from Marketing
● Advocacy and Upsell
turn customer into advocate and move
them into the conversion funnel
● Thought Leadership
being recognized as an authority
@FedericoO6

13. Set Smart Objectives
S Specific
MMeasurable
AActionable
R
T Timely
“increase the average order value of +25%”
“number of MQLs VS Conversion Rate”
“goals achievable and realistic”
Relevant “the value for the entire organization”
“goals should be associated to specific time periods”
@FedericoO6

14. Strategy
How to create a SaaS BtoB Marketing Plan
@FedericoO6

15. @FedericoO6
Strategy
Value Proposition Buyer Personas
Marketing Funnel
How to map online & offline
touchpoints for every stage of
the buyer journey
How to evaluate conversions
and leads
Attribution & Scoring
Who we want to reach and
the definition of MQL
Which value (benefit) will be
delivered, experienced and
acquired: why change, why
now, why you?

16. @FedericoO6
● is a clear statement that drives all
your communication mix
● explains how your product solves
customers’ problems or improves
their situation (relevancy)
● delivers specific benefits (quantified
value)
● tells the ideal customer why they
should buy from you and not from
the competition (unique
differentiation)
● it’s not a slogan or a catch phrase
Value Proposition

17. @FedericoO6
Buyer Personas
A buyer persona is a semi-fictional representation of your ideal customer
based on market research and real data about your existing customers
and prospects

18. When creating your buyer persona(s),
consider including
● Goals & Challenges
include success KPIs
● Buying Criteria
include the organizational structure
● Watering Holes
include the source of information
@FedericoO6

19. @FedericoO6
An attribution model is a set of rules that assigns credit for sales and revenue
to touchpoints across the customer journey
First Touch Lead Creation Opportunity Closed Won
Linkedin Ads
Email
Marketing
Event Live Demo Closed Won

20. Attribution Models
● Linear
gives all interactions the same credit
● Time Decay
gives more revenue or conversion credit to
touchpoints that happen closer to a closed deal
● Position Based
gives more revenue credit to certain positions
● Custom
tailored
@FedericoO6

21. Attribution Models: best practices
● Micro Conversions
what user behavior do we value more than others?
● Cost Analysis
measure the ROI of every channel
● Historical Data
create a predictive framework
● Data Dialogue
integration between Google Analytics,
CRM systems, Marketing Automation tools, etc.
@FedericoO6

22. @FedericoO6
Marketing Funnel
Search Engines, Social Networks,
Publishers and Blogs
Buyer Stage: Exploration
Events, Your Website, Retargeting, Email
Marketing
Buyer Stage: Decision Making
Content Customization, Sales Tools, Tailored
Events, One to One Demo
Buyer Stage: Purchase
Email Nurturing, One to One Contents,
Common Events, Dedicated Tools/Solution
Buyer Stage: Advocacy
Attract
Engage
Convert
Nurture

23. Tactics
How to create a SaaS BtoB Marketing Plan
@FedericoO6

24. @FedericoO6
Content & Distribution Funnel
SEO, Blog Post, Youtube Video, Specialized Magazine
Articles, Social Selling, How-To Video, infographics
Buyer Stage: Exploration
Webinar, White Papers, Studies, AdWords
and Linkedin Retargeting
Buyer Stage: Decision Making
Case Studies, Live Demo, Product Webinars,
Interactive Tools
Buyer Stage: Purchase
Dedicated studies, benchmark and
conferences
Buyer Stage: Advocacy
Attract
Engage
Convert
Nurture

25. @FedericoO6
Which tactics do you
want to explore?
Options:
● Email Marketing
● Linkedin Retargeting
● Social Selling on Linkedin
● Adwords

26. Email Marketing: best practices
● Segment your database
industry, job function, content preferences, stage in the
sales cycle, website behaviours, frequency option
● Automate
define your sequences based on the sales stage
● Check performance metrics
open rate, open rate, unsubscribe rate, delivery rate
● Focus on the subject line
keep it short, use personalization tokens,
communicate urgency, leverage trends, A/B test
@FedericoO6

27. Linkedin Ads: best practices
● Tailor Ad Content
based on page views
● Leverage Exclusion
based on the sales cycle
● A/B Testing
target, copy, visual, headline, bidding
● Track Performance
CPC, CPM, CTR, Conversion, Return on
Ad Spending
@FedericoO6

28. @FedericoO6
Focus on The Right Prospects
Engage With Insights
Build Relationship
● Create a list of
top prospects
and receive alerts
(Lead Builder)
● Analyse their
articles and
activity
● Integrate CRM
data
“Social selling is
about leveraging
your social network
to find the right
prospects, build
trusted relationships,
and ultimately,
achieve your sales
goals.”
● Start
conversations by
sharing expertise
● Share relevant
contents
● Customize
messages with
Inmail
● Focus on
prospects pain
points
● Measure from
likes to leads
● Nurture the
relationship with
regular updates

29. AdWords: best practices
● Create your lists
website visitors (pages), video viewers, custom lists
● Expand your audience
customer match retargeting (LookAlike)
● Set Your Rules
pause campaigns, change budget, get an alert
● Get Specific
leverage negative keywords, test keyword
match types
@FedericoO6

30. Performance analysis
and KPIs
How to create a SaaS BtoB Marketing Plan
@FedericoO6

31. @FedericoO6
KPIs
reach, website traffic, % of new visitors, time on
the site, engagement, video views, average
session duration, bounce rate, subscription rate
Buyer Stage: Exploration
number of MQLs, conversion rate, pipeline
opportunities (from Marketing actions)
Buyer Stage: Decision Making
sales volume, cost of customer acquisition,
average order value
Buyer Stage: Purchase
lifetime value, renewal rate, churn rate, upsell
rate, advocacy
Buyer Stage: Advocacy
Attract
Engage
Convert
Nurture

32. Analysis: best practices
● Regular review
reporting on a monthly and quarterly basis
● Integrated dashboards
data dialogue (website, CRM, social, email, etc.)
● Data Visualization
the goal is to generate insights in the fastest way
● Keep it simple
few metrics but strictly connected to the
business objective. Quantitative and qualitative
work together!
@FedericoO6

33. Thank You….
Federico Oliveri
Digital Strategy & Pre-Sales Manager
@FedericoO6
/in/federicooliveri 14/03/2018

34. @FedericoO6
….A Gift For You...

35. Free Online Certifications
Google Analytics https://analytics.google.com/analytics/aca
demy/
Adwords https://landing.google.com/academyforads
/#/benefits-section-01?modal_active=none
Facebook Ads https://www.facebook.com/blueprint
Inbound Marketing https://academy.hubspot.com/
Community Management https://hootsuite.com/education/courses
Linkedin Ads & Marketing Trainings https://www.linkedin.com/learning/me
Twitter Ads & Community Management https://twitterflightschool.com/login
Youtube https://creatoracademy.youtube.com
@FedericoO6

36. @FedericoO6
….A Gift For You!
Social Media
Management
Free Tools
● Hootsuite
● Buffer
Email
Marketing
● Mailchimp
● Sendinblue
Keyword
Analysis
(SEO)
● Keyword Tool
● Ubersuggest
CRM
● Zoho
Lead
Generation
● Hubspot
Other tools: Canva (visual design), Talkwalker (social listening e web monitoring),
Wordpress (CMS), Asana and Trello (project management).

37. @FedericoO6
Blog
BtoB Marketing (lead generation and Marketing automation) https://www.bizible.com/blog
SEO https://marketingland.com/
SEO https://www.distilled.net/resources/
Copywriting https://www.copyblogger.com/
Inbound Marketing https://blog.hubspot.com/marketing
Social Media Marketing http://www.socialmediaexaminer.com/
Content Marketing http://contentmarketinginstitute.com/
Facebook Ads https://adespresso.com/
Digital Strategy http://www.smartinsights.com/blog/
Social Media Analytics https://www.socialbakers.com/blog/
Conversion Rate Optimization https://blog.kissmetrics.com/

38. ….See You Next Time!
Federico Oliveri
Digital Strategy & Pre-Sales Manager
@FedericoO6
/in/federicooliveri 14/03/2018