Strategy & Planning
4 B2B SaaS growth strategies
Planning a SaaS growth strategy can help you establish your future marketing plan, budget and hiring needs. Let's cover four SaaS growth...
Content needs to support every stage of your funnel. It helps educate your prospects and help them make decisions. Here are the metrics and content types that I believe can support the various stages of the buyer's journey (or customer journey, as the cycle really never ends).
1. Awareness
Goals: Thought leadership and engagement
Content types: Blog posts, infographics, educational videos, online ads, press releases
Metrics: Referral traffic, social shares, channel engagement, downloads
2. Investigation
Goals: Lead acquisition, lead qualification
Content types: Whitepapers, eBooks, webinar, landing pages, events
Metrics: Registrations, downloads, new leads, lead attribution
3. Comparison
Goals: Lead qualification, lead flow
Content types: Emails, case studies, video testimonials
Metrics: Opens, click-throughs, downloads, conversion attribution
4. Consideration
Goals: Equip sales team, build consensus
Content types: Brochures, fact sheets, demo videos, presentations
Metrics: Content usage, downloads, open, conversion attribution
5. Purchase
Goals: Confirm value, define next steps
Content types: Onboarding materials, presentations, emails
Metrics: Content usage, downloads, revenue attribution
6. Ownership
Goals: Onboard, ensure success
Content types: Blog posts, infographics, educational videos, online ads, press releases
Metrics: Downloads, opens, content usage, online engagement
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AUTHOR
Stijn Hendrikse
After 15 years of experience in the Software Marketing Industry, Stijn adopted the SaaS model to launch Kalungi, a marketing agency that specializes in assisting B2B SaaS companies.