Creating a successful B2B SaaS marketing plan isn’t about tossing tactics at a funnel and hoping something sticks. It’s about building a clear, strategic system—one that attracts the right prospects, nurtures them through the journey, and converts them into long-term customers.

Whether you’re a founder doing it all or a growth-stage SaaS company trying to scale, this guide will walk you through what to include in your B2B SaaS marketing plan—step by step.

Why Do You Need a B2B SaaS Marketing Plan?

Without a marketing plan, you’re flying blind.

You might be running ads, writing blogs, and sending emails—but if it’s not aligned with your goals and buyer journey, you're likely wasting time and money.

A marketing plan does 3 essential things:

• Creates clarity on what to do and what not to do

• Aligns marketing with sales and product goals

• Builds a repeatable system for predictable pipeline and revenue

As outlined at MySaaSCMO.com, a proper plan is what separates random acts of marketing from a growth engine.

What to Include in a B2B SaaS Marketing Plan

Step-by-step, using the MECE framework—Mutually Exclusive, Collectively Exhaustive.

Clear Business and Revenue Goals

Before you talk about channels or content, anchor your plan to specific business outcomes.

Ask:

• What is our revenue goal this quarter/year?

• How many new customers do we need to hit it?

• What’s our average deal size and LTV?

• What’s our CAC target?

This informs everything that follows—including budget allocation and funnel math.

Ideal Customer Profile (ICP) and Personas

You can’t market to everyone—and you shouldn’t.

Define:

• Your best-fit customers (based on usage, retention, LTV)

• Titles, industries, company size, tech stack

• Buying triggers, pains, objections

This helps you create positioning and campaigns that actually resonate.

At My SaaS CMO, the ICP drives the messaging hierarchy for every asset—from LinkedIn ads to website copy.

Positioning and Messaging Framework

Clear positioning tells your audience:

• Who it’s for

• What problem it solves

• Why it’s different/better

• What they should do next

Tools to use:

• Value Proposition Canvas

• “Jobs to be Done” interviews

• Competitive messaging analysis

Bonus Tip:

Run a positioning teardown of your homepage or competitors using a framework like:

Problem → Promise → Proof → Path

Funnel Mapping & Customer Journey

This is where strategy meets structure.

Map the full customer journey, including:

• TOFU (Top of Funnel): Awareness

• MOFU (Middle): Consideration + Nurture

• BOFU (Bottom): Decision → Demo → Close

• Post-sale: Retention, Expansion, Referral

Use MySaaSCMO’s Marketing Hourglass framework to go beyond acquisition and maximize LTV.

Channel Strategy: Traffic + Demand Generation

Once your ICP and funnel are defined, it’s time to generate demand.

Choose 2–3 primary channels that align with your stage, audience, and budget.

Common B2B SaaS channels:

• SEO + content (great for long-term compound growth)

• Paid search / LinkedIn ads (great for fast testing)

• Webinars, playbooks, or tools (great for TOFU/MOFU lead gen)

• LinkedIn thought leadership (especially for founder-led GTM)

Don’t spread yourself across 10 channels.
Do go deep on the 2–3 that best match your audience behavior.

Lead Magnets + Offers by Funnel Stage

Here’s where you match intent with value.

Funnel StageLead Magnet ExampleTOFUEbook, Checklist, “SaaS Growth Blueprint”MOFUROI Calculator, Growth AssessmentBOFUFree Strategy Call, Funnel Audit

Each stage should build trust and reduce friction.

I often use a combination of playbooks, assessments, and teardown offers to accelerate funnel progression.

Email Nurture + Follow-Up System

Don’t let leads go cold. Set up nurture sequences tied to:

• What they downloaded

• Where they are in the funnel

• What action they’ve taken (or haven’t)

Must-have sequences:

• Lead magnet delivery + value stack

• Problem → Solution nurture

• Re-engagement flow (for inactive leads)

Bonus: Add triggered emails based on behavior (visited pricing, clicked demo, etc.).

Metrics, KPIs, and Reporting Cadence

You can’t optimize what you don’t track.

At a minimum, track:

• Funnel conversion rates (visit → lead → SQL → customer)

• CAC / LTV

• Demo-to-close rate

• Channel ROI (especially paid)

• Email open/click → strategy call booked

Set monthly or bi-weekly reporting rhythms. Build dashboards that sales + marketing can align on.

Marketing Plan Calculation Example

Let’s say your goal is $1M in new ARR this year. Here’s how you’d reverse-engineer your targets:

• Avg deal size: $10,000 ARR

• Need: 100 new customers

• Close rate: 20% → need 500 sales-qualified leads

• Demo-to-SQL rate: 50% → need 1,000 demos

• Website conversion rate: 3% → need 33,000 visits annually

→ That’s 2,750 site visits per month with solid funnel performance.

FAQ: B2B SaaS Marketing Plans

Q: What’s the difference between a marketing plan and a strategy?

A strategy is what you’re trying to achieve and why.
A plan is how you’re going to do it. You need both.

Q: Should startups follow the same structure?

Yes—but with more emphasis on positioning, quick validation loops, and founder-led GTM. Focus on what you can execute fast and lean.

Q: How long should a marketing plan cover?

90 days is ideal for early-stage.
Larger teams may build quarterly and annual plans with 30-day sprint reviews.

Final Thought: Strategy Before Tactics

You don’t need a bigger marketing budget.
You need a better plan.

A good B2B SaaS marketing plan gives you:

• Clarity

• Focus

• Confidence that your growth isn’t left to chance

Want Help Building Yours?

I offer a free SaaS Marketing Strategy Session where we’ll:
✔️ Map your funnel
✔️ Identify growth gaps
✔️ Outline a 90-day marketing roadmap

👉 Claim yours at https://mysaascmo.com/free-markting-strategy