Explore must-attend conferences in 2024, including the renowned SaaStr Annual. Follow SaaSMQL for insights into SaaS events 2024.
The shift to virtual events in 2020 and 2021, along with uncertainty about when live events will resume, makes this year’s budget planning a bit tougher than others. However, you can use the same methodology to set your team up for success in 2022.
A strong demand generation program allows a company to predictably scale the number of opportunities sourced by simply increasing marketing spend. However, the process of building a demand generation budget in 2022 is different from past years. The shift to virtual events that started in 2020, along with uncertainty about when live events will resume, makes this year’s budget planning a bit tougher than others. However, you can use the same methodology to set your team up for success in 2022.
Now more than ever, marketers are just as responsible for revenue as the sales team. With the advent of different tactics to target people at specific stages, we can effectively carry out full-cycle marketing. Marketers now have the strategy, knowledge, and responsibility to close the loop with demand generation.
Doubling traffic doesn’t always equal to doubling revenue. There are a number of variables that come into play within your demand generation programs. For example, if your ABM program contains three plays - LinkedIn, Facebook Retargeting, and Email - you might see that LinkedIn generated the most leads and decide to increase your LinkedIn budget this year. However, increasing the budget for that play alone may not get you the same lead rate without the other two plays working all together.
Your resource constraint is likely time or money. Either there isn’t enough time to hit your goals, or most likely you need to hit your goals within a realistic budget. The more you can prove the correlation between your investment and your ROI, the more budget will be unlocked for your team.
There are several variables that should be considered when building your demand generation budget:
The most important variables you need a clear understanding of are: 1) your company’s revenue goals, and 2) what is Marketing’s contribution to these revenue goals? These numbers should all be clearly defined before building your budget.
See the example below. If your current ARR is $7.5M and your goal for 2022 is $13.5M, you are looking to add $6M in new ARR (about 80% growth). The first thing you need to understand is how much of this is Marketing’s responsibility? Make sure you have a clear understanding about how attribution is divided between Sales and Marketing efforts.
Assuming this goal is split evenly between Sales and Marketing and your company’s win rate is 20%, you’ll need $15M in pipeline (333 Opportunities) to close $3M in revenue.
Your Go-to-Market strategy will affect the way you build your budget. Are you a high-volume, transactional type of SaaS? Or an enterprise/mid-market, high-ticket B2B requiring multiple marketing or sales touches, and with multiple decision makers? The way you allocate your budget will change depending on how many marketing touches you will need to convert an account, with Marketing having nearly all of the responsibility in high-velocity SaaS.
Your overall Customer Acquisition Cost (CAC) serves as a reality check - how much does it cost (on average) to acquire a new customer? While CAC by channel will tell you what programs are the best at generating opportunities, as we mentioned previously, all programs should play together. ☺ Finally, how many leads can you expect to be generated inbound? This will help you see how much to focus on ABM.
In SaaS, the average payback period is 12 months. This means that if you’re looking to drive a $100,000 deal, it’s going to be an average $100,000 overall CAC (including resources other than marketing) . This means that if you have a $1M budget, it is very unlikely you can drive $10M in ARR. Keep goals realistic and use this number as a benchmark when planning your budget for 2022.
A big factor in your budget planning will also be your company’s funnel metrics -- i.e. the conversion rates from lead → oppt, oppt → closed/won, etc. This information will tell you how much money you need to spend to generate an opportunity.
The tighter grasp you have on these funnel metrics, the better. You want to have this funnel model built as clearly as possible so you can predict, or better, forecast how many leads you’ll need to generate to reach your revenue goals.
If you are an early-stage company you might have to make a lot of assumptions about these metrics, but, if you’ve invested any marketing budget in 2020 and 2021, you should have some idea of what it takes to drive results for your company.
For each channel that you’re leveraging, you need to analyze how much money was spent and how many opportunities each of them generated. This can become tricky for larger enterprises with many different touches, but is very important information for building out next year’s budget.
Whichever model you use for attribution, just make sure all of the data is accurate and complete (otherwise it won’t be useful). Learn more about B2B attribution.
Once you define your budget and find your average cost per SQL, you need to decide how to allocate this budget by channel. You don’t want to just push all of your budget onto the top performing channel because it is the combination of all these channels working together that drives the SQL result.
To build your ABM budget effectively, it is also important to segment your accounts. Whether it be by region or target fit, segmenting your accounts ensures even targeting across your tiers. You can also assign a budget per target account for each tier when segmenting the budget.
When you put your budget together, it might looks something like this:
Explore must-attend conferences in 2024, including the renowned SaaStr Annual. Follow SaaSMQL for insights into SaaS events 2024.
In this comprehensive guide, we'll equip you with the tools and knowledge to get started with ABM, delving into how ABM works, key components of successful campaigns, and best practices for marketing to high-value accounts.
If you’re a small business in the SaaS space, the marketing landscape can seem overwhelming. There are countless platforms and apps out there that claim to help your business grow, but not all of them will be right for you.
As a SaaS company, you know that the success of your business depends on the number of new customers you get. You also know that it's getting harder and harder to get those leads because your competition is fierce.
If you’re a SaaS professional, you already know that events are an invaluable resource for small-business networking, SaaS lead generation, and even getting out of your comfort zone.
No matter what stage your SaaS startup is in, landing a whale–a big client that will account for a majority of your revenue–will help you generate the ARR required to keep growing. At this year’s SaaStr, the team at SaaSMQL showed hundreds of SaaS leaders an effective way to do just that. 🐳
Last year we shipped over 27,000 boxes on behalf of our clients. and learned a few lessons along the way. In this article, we’ll lay it all out for you.
SaaS demand generation is an essential part of getting new customers and growing your business, but it's not easy to do well. Read these 7 precious tips on how to build a powerful SaaS demand generation machine.
Let's take a look at the components of a great SaaS direct mail campaign that you can implement today to spur new growth.
In this piece, we will explore 15 of the most common mistakes beginners make with SaaS Marketing, and how to avoid them, so you can save time and energy lost by following ineffective methods.
What does it actually cost to get a new customer? This is a vital metric to master if you are looking to scale up your business in the near future. If you are a SaaS startup looking to build a predictable customer acquisition engine, or a SaaS Company that is ready to scale, this article is for yo
Demand generation is the most crucial role for every SaaS company. Startups need to get on board with key strategies that promote SaaS lead generation, and generate a consistent pipeline to feed the growing sales team. Do you have all the necessary elements in place to run a successful demand gene
In the following guide, we walk you through the basics of ABM and customer lifetime value — and why CLV is so critical for an effective account-based marketing strategy in the world of SaaS ABM.
SaaS demand generation can be complicated, but there are many ways to get your product to the front of your potential customers’ minds. Here we’ll go over some SaaS lead generation techniques that you can use to increase sales and beat the competition.
This article will discuss why direct mail marketing is so important for ABM's success and how to create an effective campaign. We'll also share some tips on measuring the success of your direct mail marketing campaigns.
SaaS direct mail is also a powerful way to reach decision makers and influencers at companies that aren’t currently using your product or service. When used as part of an account-based strategy, your integrated direct mail has the ability to amplify your results exponentially.
In this article we explain why it's so important for SaaS companies to use outbound strategies and the six steps you need to follow in order to execute effective outbound campaigns.
If you are serious about growth in 2022, and who wouldn’t be with what the global economy just endured, then plan to attend at least one of 2022’s Top 12 SaaS Conferences.
When it comes to SaaS growth, you want to make sure that you are putting your best foot forward. This means working with the best account based marketing agency possible. How do you choose?
We have compiled a list of the top platforms for every SaaS companies interested in launching and scaling their Account-Based Marketing strategy.
Nurturing enterprise accounts requires continuous education through multiple channels before they might see a need for your solution. Here we discuss the most effective ways to use multiple channels to nurture your target accounts.
If you’re targeting mid-market or enterprise companies, you can't rely on a single channel to drive engagement and qualified leads. Here we share examples of campaigns with solid ROI and show how to integrate different channels into a unique workflow.
HubSpot and Marketo are considered the #1 and #2 marketing automation softwares in the world. ActiveCampaign, on the other hand, is a powerful and easy-to-use marketing automation & sales CRM platform designed for small businesses on a budget. How do you decide which is right for you?
You might have a golden list of accounts that the sales team wants to focus on, but you don’t have the budget for a shiny new ABM platform. Jasmine Chung, Demand Generation Manager at Openprise, showed us how they are doing it at their company and the results they are seeing.
Intellimize used SaaSMQL’s expertise to launch targeted ABM campaigns, integrating Direct Mail with automated emails and LinkedIn ads to engage with 800 accounts within their ideal customer profile. Their investment generated $4.6M in ARR pipeline.
Looking for some no-nonsense SEO tips to boost your site’s search engine rankings? We sat down with Aaron Moskowitz, Director of SEO at Golden Hippo, and covered 5 easy-to-implement tactics that help increase your website's ranking and boost inbound traffic.
By tracking and taking action in improving essential metrics you can position your team for better performance and productivity. Here we provide some insights into what we believe are the most important KPIs every young B2B SaaS company should track as soon as revenue streams arise.
Here we explain step-by-step how at SaaSMQL we are able to consistently generate over $1M in new sales pipeline every month by using a targeted direct mail approach. We also discuss mistakes to avoid during the process and how to track the campaign performance.
Direct mail is the best-performing direct response channel, bringing in results “10 to 30 times better than email”. Most companies don’t leverage direct mail because it's hard to execute, and requires plenty of time and resources. Here we will go over the 7 steps to launching a direct mail campaign.
In a recent webinar for DemandGen Club, Arun Sivashankaran (Founder & CEO of FunnelEnvy) shared the good, bad, and ugly from his years of experience with B2B demand generation teams tackling account based analytics & personalization.
How do you know which programs are generating qualified leads and pipeline, and which aren’t? How can you make sure a lead is tagged correctly throughout the entirety of their buying journey? Here we discuss the basics of B2B marketing attribution.
Modern ABM marketers are seeing direct mail emerge as an effective channel for B2B companies to engage and convert target accounts. When direct mail campaigns are integrated into a broader account-based marketing strategy, they become a powerful channel to break through noise and reach prospects.
Your marketing “tech stack” is the set of technologies your organization uses to execute and analyze marketing across the customer lifecycle, and scale your business. The key goal of your marketing tech stack is to measure the impact of your marketing activities - making difficult processes easier.
Given the special nature of a direct mail package, it’s no wonder the average response rates are higher than email. Receiving a nice gift right at your desk in the middle of the work week is memorable, and shows that the sender made the effort to do something different.
A strong Demand Generation program allows a company to predictably scale the number of Opps sourced by simply increasing marketing spend. Whether you’re just starting out or have been running Demand Gen programs for years, here are a few core “sins” that your team should avoid at all costs.
Intent data can tell you when your target accounts show strong buying signals, allowing you to target the right people at the right time. Yet, many sales and marketing teams still aren’t sure how to include this new type of data in their workflows, let alone incorporate it into actionable programs.
Scaling is hard. You can have the best sales team in the world, but if they’re not focusing on the right accounts, their work likely won’t amount to new clients for your business. When you focus your efforts on ideal target companies, you maximize the campaign’s efficacy and conversion.
The lead handoff process is one of the biggest bottlenecks for every company trying to grow their sales pipeline. Marketing has invested money and resources to generate qualified leads, but they are not always properly assigned to the Sales team and followed-up with.
Low confidence in marketing attribution and ROI often causes SaaS companies to cut investments on demand generation. By tracking your CAC and the value of each stage of your marketing funnel, you can allocate your budget to drive real growth.
When direct mail campaigns are integrated into a broader account-based marketing strategy, they become a powerful channel to break through the noise and reach your ideal contacts.
Learn how to build effective Account-Based Marketing campaigns using LinkedIn Ads. We'll present specific examples and step-by-step instructions on how to target your named accounts and drive qualified leads.
In this video you'll learn how you can leverage intent data to increase conversion on your ABM campaigns and engage with your target accounts. We'll provide an intro about buyer intent data, the difference between 1st party data and 3rd party data, and how to track customers' offsite behaviors.
In this video you’ll learn how to draft a demand generation budget starting from your revenue goals. We’ll discuss about funnel metrics, Customer Acquisition Costs (CAC), what line items should be considered when creating the budget, how to forecast your ROI, and what tools can help you.
In this video you'll learn how to build the right target account list. By focusing all your efforts toward the ideal accounts, you'll maximize campaign's efficacy and conversion.
In this video we'll share lessons on how to generate pipeline sponsoring third-party conferences, how to best manage follow-ups and track results, and how to scale the strategy to 100+ events per year. We'll also discuss about best practices on how to run your first user conference successfully.
Direct mail has been emerging as an effective channel for B2B companies to engage and convert their target accounts. When direct mail campaigns are integrated into a broader account-based marketing strategy, they become a powerful channel to break through the noise and reach your ideal contacts.
The 8 most common sales mistakes that I frequently notice in venture-funded SaaS startups. These include adding territories too early or hire a bunch of AEs when there is no pipeline. Avoiding these early mistakes will impact your ARR from the beginning.
Marketing is no longer incentivized to simply generate leads at the top-of-the-funnel and throwing them to sales. The metrics that matter now are account engagement, number of opportunities generated, pipeline ($) and revenue.
Demand generation entails generating sales opportunities for your company's products or services. A good demand generation engine can help a company engage new prospects, generate interest online and offline, and attract prospects, which are then converted to leads and turned into sales pipeline.