The new B2B SaaS marketing plan template

A marketing plan should help a team decide what to do and what to leave out. If it is too long to consult during the week, it is unlikely to guide the work.

This is the structure I use with founders. It covers the business target, the customers we want to reach and the work the team can realistically deliver.

1. Business context and revenue target

Write down the target for the period and marketing's contribution to it. Depending on the business, that might be qualified leads, pipeline or revenue.

Include the current baseline and the gap to close. For example, a target of 40 inbound demo requests per month needs a clear definition of which companies qualify and when the target should be reached.

Agree on that definition with sales before choosing activities.

2. Customer profile

Review recent customers who bought, stayed and expanded. Look for similarities in company size, needs and the event that led them to seek a solution.

Document who takes part in the buying decision and what each person needs to know. Use language from actual conversations rather than inventing an ideal customer description.

If you do not yet have enough customers, record what you know and which assumptions still need interviews or testing.

3. Current performance and competitors

Review which channels produce qualified enquiries and what they cost. Separate traffic from enquiries that sales can use.

Look at competitors' positioning and the questions their content answers. Note where your product offers a relevant difference you can demonstrate.

Technical website checks are useful too, especially if customers cannot find or use important pages. Keep those findings connected to a customer or business problem.

4. Channel choices

Choose channels the team can support within its budget. For each one, record why it fits the audience, who owns it and how you will judge the result.

Include both activity measures and business measures. Publishing content is an activity; qualified enquiries from that content are closer to the intended result.

Give tests a review date so spending does not continue simply because the campaign is already running.

5. Content and messaging

Plan content for people researching the problem as well as buyers comparing solutions. Customer questions are a useful starting point for both.

Comparison pages, case studies and onboarding information should make specific claims the product can support. Explain the benefit without hiding the details a buyer needs to evaluate it.

6. Review and responsibility

Assign each initiative to a person with a deadline. Check delivery weekly, review pipeline and conversion monthly, and revisit the overall plan quarterly.

The right measures depend on the stage of the business. Before product-market fit, interviews and retention may tell you more than acquisition volume. Later, acquisition costs, payback and expansion become more useful.

Using AI in the plan

AI can help summarise research and prepare drafts. Include time to check its work, particularly customer claims and personalised outreach. Measure whether the process saves time without reducing quality.

Keep the plan short enough for the team to use. Update it when evidence changes, and cut work the team cannot support.

Sofia de Mello-Barreto is an Product Marketing Lead for SaaS and AI companies, based in Lisbon. Book a Growth Audit or take the GTM Readiness Diagnostic.