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SaaS marketing playbooks
Step-by-step approaches for a defined customer situation, with owners, evidence and review points.
60 resources on this page
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B2B SaaS Marketing 5
- B2B SaaS Demand Generation PlaybookCreate demand for a committee purchase: the 95-5 split, out-of-market audience building, capture-first sequencing and pipeline targets you can defend.
- B2B SaaS lead generation playbookWhere B2B software leads actually come from, what each source costs per opportunity, and how to raise quality without watching volume collapse.
- Enterprise SaaS Marketing PlaybookMarketing for 100K dollar plus contracts: analyst relations, security and procurement content, field events, and pipeline math on a 12 month cycle.
- Mid Market SaaS Marketing PlaybookThe awkward middle: too expensive for self-serve, too small for field sales. Channel mix, committee size and payback targets for 25K to 100K deals.
- B2B SaaS product launch playbookA tiered launch plan with a six week timeline, internal enablement first, customer base second, market third, and adoption targets set in advance.
SaaS Content Marketing 3
- The 90 day SaaS content planA week by week plan for the first 90 days of a SaaS content program, with audit steps, the first twelve pages to publish, staffing and honest day 90 targets.
- Vertical SaaS content marketingWhen your market is eight thousand clinics, keyword volume is useless. How to size the query set, use trade media and events, and measure reach share instead.
- Build a content engine that ships twelve pieces a monthThree staffing models that all ship twelve pieces a month, with cost per piece, weekly cadence, quality gates and the point where more volume stops paying.
SaaS Demand Generation 9
- The 90 day demand generation planA week by week plan to stand up a demand engine: tracking, offers, two channels, routing and reporting, with the checkpoint targets for each 30 day block.
- Demand generation playbooks by ACV bandFour playbooks for sub $5K, $5K to $25K, $25K to $100K and $100K plus ACV, with the channels, payback windows and team shape each band can actually support.
- Reddit demand generation for SaaSWhich subreddits matter for B2B SaaS, how to participate without a ban, when Reddit Ads pay back, and how to track traffic that arrives with no referrer.
- LinkedIn demand generation for B2B SaaSFounder posts, thought leader ads, document ads and retargeting: what each costs, realistic LinkedIn CPLs for SaaS, and the offers that actually convert to pipeline.
- Newsletter and podcast sponsorships for B2B SaaSHow to buy niche newsletter and podcast placements, what to pay per thousand, the creative that works, and how to measure spend when there is no reliable click path.
- Webinar demand generation for B2B SaaSRegistration, attendance and opportunity benchmarks, four webinar formats ranked by pipeline per hour, promotion timelines and the follow up that converts.
- SaaS field marketingWhat a field marketing program costs, how to run executive dinners that source pipeline, booth maths that actually works, and how to measure events without flattering them.
- Signal based outbound for SaaSThe buying signals worth acting on, how to score and deduplicate them, and the five day sequence each signal type should trigger, with routing between marketing and SDRs.
- ABM tiering and target account listsBuild a target account list from firmographics and intent, split it across 1:1, 1:few and 1:many tiers, and set the spend, touch plan and exit rule for each tier.
SaaS Lead Generation 1
SaaS PPC and Paid Ads 2
- LinkedIn ABM advertising playbookA 1:few and 1:many LinkedIn ABM plan: list build and match rates, tier budgets, sequenced creative, sales signals, and the ACV floor below which it loses money.
- SaaS PPC bid mathWork back from gross margin and LTV to a defensible max CPC and target CPA, with worked examples at $3K, $25K and $120K ACV and a payback ceiling for each.
SaaS Email Marketing 6
- The SaaS Onboarding Email SequenceA nine email onboarding sequence mapped to activation events, with send timing, exit rules, copy angles and the product data each email needs to fire.
- The Trial Expiry Email SequenceA seven email trial expiry sequence: value proof, usage recap, the 48 hour warning, expiry day, grace period and two post trial offers, with timing rules.
- Freemium to Paid Upgrade EmailsUpgrade plays for freemium SaaS: limit approach warnings, gated feature moments, team invite triggers and value recap emails, with conversion benchmarks.
- Churn Prevention Email CampaignsBuild churn risk segments from login decay, seat drop off and feature loss, then run save sequences, with the health thresholds that should fire each one.
- Win Back Email CampaignsA four email win back sequence for churned accounts: the honest reason ask, what changed since you left, migration help and a time boxed return offer.
- Expansion Revenue Email CampaignsCampaigns that grow NRR: seat utilisation triggers, usage threshold alerts, cross sell after adoption and renewal timed tier upgrades, with sample copy.
SaaS Product Marketing 4
- SaaS product launch strategyA tiered SaaS launch playbook: tier criteria, a six week backward timeline, internal readiness gates, channel sequence and the metrics that prove a launch worked.
- Feature Launch Tiers for SaaSSize every release with a T1 to T4 launch tier system: scoring criteria, who gets involved, the assets each tier ships and the approvals each one needs.
- SaaS Comparison PagesBuild vs pages that rank and convert: keyword patterns, a fair comparison table, legal footing, review site alignment and how AI engines quote them.
- Champion Enablement for Buying CommitteesArm your internal champion: a business case template, ROI math they can defend, security and procurement answers and a multi persona nurture design.
SaaS Growth Marketing 1
SaaS Pricing 4
- Price Increase Rollout PlaybookA week by week plan to raise prices: cohort modelling, grandfathering rules, CS scripts, billing changes, and the save offers that hold at risk accounts.
- 90 Day Pricing and Packaging RefreshA 90 day repricing project: research, modelling, tier design, internal approvals, billing migration, and launch, with owners and artifacts for every week.
- Discount Approval WorkflowBuild a discount matrix by deal size and term, route approvals without stalling deals, and report net price realization to the board every single quarter.
- Expansion Pricing LeversSeat true ups, usage commits, tier upgrades and add ons ranked by NRR impact and effort, with the account triggers and contract terms each one requires.
SaaS Sales 5
- Sales strategy for a SaaS startupFounder led sales from first call to first sales hire: how to source 100 conversations, price without a list, write the repeatable pitch and know when to hire.
- A combined sales and marketing strategyOne twelve month plan covering both teams: budget split, channel mix, headcount order and pipeline math for self serve, mid market and enterprise price points.
- The marketing to sales handoffA handoff that does not leak: qualification thresholds, routing rules, response time SLAs, rejection reason codes and the recycle loop that returns leads to nurture.
- Building an outbound sequence that books meetingsA working outbound cadence for SaaS: trigger selection, list building, a 14 touch multichannel sequence, copy rules and the reply rates to expect at each step.
- A sales enablement program that sticksOnboarding curriculum, certification, content governance, call coaching and the metrics that prove enablement changed win rate rather than just filling a drive.
SaaS Branding 2
- Category narrative and point of viewBuild a category narrative sales can actually use: the old world and new world structure, the enemy, the proof stack, and where the narrative gets deployed.
- SaaS rebrand playbookA week by week rebrand plan for software teams, covering the asset inventory, domain migration, launch sequence and the metrics that prove it did no harm.
SaaS Metrics and Analytics 2
- How to Reduce CAC Payback PeriodA diagnostic tree that takes a 22-month payback apart lever by lever: pricing, channel mix, sales cycle, win rate and contract terms, with the order to fix them.
- How Marketing Moves NRRCampaign plays for seat growth, usage upgrades, churn-risk saves and downgrade paths, with the product usage signals that trigger each and the metrics to judge them.
SaaS Social Media 4
- The Founder Led LinkedIn PlaybookA 90 day plan for founder posting: what to publish weekly, how to source ideas from sales calls, when to hand off drafting, and the metrics that matter.
- Community Led Growth for B2B SaaSWhen a SaaS community is worth building, when it is not, and how to run one: seeding, moderation load, member value ladders, and the metrics that predict survival.
- SaaS Distribution StrategyPublishing is not distribution. A repeatable system for pushing every SaaS asset through founder accounts, communities, newsletters, partners and sales reps.
- Launching on Product Hunt and Hacker NewsA launch day plan for Product Hunt and Hacker News: pre launch list building, hunter and comment strategy, timing, and what the traffic is actually worth.
SaaS Customer Marketing 9
- The retention content systemBuild the content system that runs after the sale: assets by lifecycle stage, an ownership matrix, quality gates, and measurement against NRR not sessions.
- Building a customer advocacy programStand up a SaaS advocacy program in 90 days: finding advocates, the ask ladder, rewards that pass procurement, tooling, and advocacy influenced pipeline.
- Customer reference programBuild a referenceable account pool, cap reference fatigue, match by industry and use case, and track the win rate lift reference calls produce in your CRM.
- Expansion marketing playsSeats, tier upgrades and cross module expansion: the signal behind each motion, the campaign play per signal, packaging levers and honest expansion attribution.
- Churn prevention marketingCatch churn before the cancel click: a risk signal taxonomy, save plays matched to each signal, cancel flow CRO, pause and downgrade offers, and win back timing.
- Renewal marketing campaignsRun the 120, 90, 60 and 30 day renewal runway: value recap assets, multithreading past a departed champion, price increase comms and procurement notices.
- Champion job change playsDetect champion job changes, run both sides of the play, backfill the old account and land the new one, route in minutes, and measure the pipeline it creates.
- Review generation for SaaSAsk for reviews at the value moment, stay inside G2 and Capterra incentive rules, hold review velocity, answer critics and reuse reviews in sales assets.
- Running a SaaS user group programRun regional and virtual user groups: leader recruiting, event kits, budget per event, virtual versus in person economics, and pipeline produced per chapter.
SaaS Marketing Tools 1
SaaS Marketing Careers 2
- The SaaS marketing hiring processA five stage hiring loop for SaaS marketing roles covering sourcing, screens, paid work samples, panels and references, with scorecards and time budgets.
- First 90 days as a SaaS marketing leaderA 90 day plan for a new SaaS marketing leader: the audit weeks, the pipeline math, the team assessment, what to kill, and the first board update.
Frequently asked questions
What is a playbook?
A playbook organizes the actions and decisions needed to carry out a specific piece of work.
Will every play fit my team?
No. Check the required skills, data and implementation capacity before applying a play.
Where can I find related working resources?
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