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B2B Hybrid Workplace Marketing Strategy

It's a GTM for a Hybrid Workplace SaaS product.

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Lucia Literado
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26 views21 pages

B2B Hybrid Workplace Marketing Strategy

It's a GTM for a Hybrid Workplace SaaS product.

Uploaded by

Lucia Literado
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Workplace

Evolution
Strategy for B2B Hybrid
Workplace product
Customer
Development
Stage 0: Learn & Analyze
Understanding The Product &
The Market
Study the product to the core
Have 10+ customer development calls
Shadow 10+ sales calls
Do quantitative & qualitative customer analysis for further
segmentation, insights, marketing, testing Buyer Persona
hypothesis, etc.
Understanding The Product &
The Market
Do extensive competitor research for further
differentiation insights, pricing planning, 'why us'
collaterals, etc.
Identify hero customers and plan for case studies
Look into current unit economics & conversion rates (and
adjust the strategy on these slides according to the actual
numbers)
Go-to-market
Strategy
Stage 1: Plan & Execute
Basics
Sales-led strategy with elements of PLG
Focus on MQLs and, accordingly, SQLs that match the
target profile & buyer persona data
Omnichannel/integrated market strategy would be the best
with the appropriate funnel-stage-wise channel mix and
formats (mentioned further)
Numbers could & should be corrected after more data is
available
Set up must-have analytics, tools & retargeting ads ASAP
Numbers
Since the goal is to accumulate $XK New MRR, while the
monthly ARPA is $Y0 (average from a yearly range of
$AAK-$AAK) minus the current churn rate of C%,

That brings us to 14 new customers to acquire ->


Numbers
With the current 1% conversion rate (subject to increasing as
we grow the brand):

1,400 leads we need to identify, touch & process in total


The leads should be acquired in balance via outbound,
inbound & omnichannel ABM campaigns
Along with that, I would also work on churn reduction since
checks this big make us more sensitive to customer churn
Awareness

Channel mix &


Consideration
content formats
Decision according to the
funnel stage for the
Retention 1,400 new leads
Awareness
1 Discovery 2 Interest

Channels: Events, Media, Paid Traffic, Social, Channels: Review & Vendor Directories (G2), Paid
Referral, Cold Emails/Calls Traffic, Media, Landing Pages, Blog

Actions: Website visit, lead capture, the first Actions: Email subscription, lead capture,
touchpoint retargeting.

Tools: SumoMe, HelloBar, Analytics, Ads Tools: ~, GA, GTM, Drip, Vendor Promo

Content: Listicles, How-to's, Guides, Videos, Content: Case Studies, Social Proof, Industry
etc. reports

Website Visitor, Prospect, ABM first-touch or Unqualified Lead


Consideration
3 Research 4 Intent
Channels: Vendor Directories, Events, Channels: Review Directories (G2), Paid Traffic,
Blog/Website, Paid Traffic, Blog, Email Landing Pages, Blog, Email/Messenger, Intercom
conversations
Actions: Lead nurturing & enrichment,
email campaigns, retargeting Actions: Demo call booking

Tools: SumoMe, HelloBar, GA, Tools: ~, GA, GTM, Drip, Google Ads,
Supermetrics Hotjar/FullStory

Content: Case Studies, Webinars, Ebooks, Content: ~, FAQ, Features, Knowledge Hub,
Podcasts, Cheatsheets Comparison Reports, Pricing Page, Templates

MQL, SQL, Qualified Leads


Decision/Conversion
5 Purchase

Channels: Direct, Organic, Paid, Social, Email, Calls, Messenger, etc.

Actions: Singup & payment, contract signing, activation

Tools: GA, GTM, Hotjar, FullStory, Intercom, SalesMachine

Content: Testimonials, Success Stories, Knowledge Hubs, Pricing Page, 'X vs.
Y' Pages, Welcome Packs, Templates, Cheatsheets

SQL, New Customer


Retention
6 Updrades & Referrals

Channels: Referral & Lotalty programs

Actions: Post-activation, expansion, upgrades/up-sells

Tools: GA, GTM, HotJar, FullStory, SuperMetrics, GrowSumo, NPScore

Content: Case Studies, Success Stories, Knowledge Hub, Affiliate

Customer, Advocate
Budgets
With shown LTV of $4D on average, the 'traditional' maths
tells us we could spend up to $3D, about 25% of it to be
CAC
However, this should be unnecessary since the market is
unsaturated and still immature, the company is young and
the segment is not 'SuperEnterprise' with sky-high demands
At the current stage, and if being scrappy, I'd estimate the
average CAC to be from up to to $2-3K
ABM
Campaign
A glance into a scrappy ABM
campaign & how I'd plan it
Structure, Timeline, Parties
Event -> 1-month prep, sales, marketing, design &
development, outside speaker (additional time to negotiate
prior to prep)
LinkedIn event promo -> 1-month duration, LI Ads
contractor
Registration CTA -> set-it-and-forget-it
Pre-event lead nurturing -> 2-week duration, marketing
The event itself -> sales, marketing, outside speaker
Post-event lead magnet -> marketing
Post-event further nurturing -> marketing
Qualified leads -> sales
Event
Say, we are to hold a webinar/workshop on 'The Future of Hybrid'
(format and topic are TBD).

We already have the expertise, but it would be even better to team


up with a Hybrid Work thought leader to benefit from the audience
overlap and the high engagement of non-sole speaker

The event brings value to our ICPs and has real-world data to
share.
LinkedIn Promo
Since LI is one of the best free/inexpensive options for
targeting the right accounts, we are going to use free
event invitations & paid Ads, both targeting our Buyer
Personas (e.g. X in London or across EU).

It is also the best place to gather pre-event feedback on


the biggest pain that bothers our audience.
CTA & Nurturing
Both free & paid LI efforts are leading to an event
registration CTA that includes some light pre-event
nurturing. Such as:

event reminders with additional educational


materials
event updates with case studies & topics reveal
Post-event
I'd plan a lead magnet to be shared upon the event's
end, like a cheat sheet or a quiz to help prepare for the
workplace evolution in the VUCA world.

Sending a lead magnet after the event should initiate a


full-blown nurturing sequence that is tailored to our
customer journey map leading to actions necessary to
fully qualify those leads (e.g. demo request).
Thank you!

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