When creating or updating your company’s go to market plan, the planning assumptions that the plan is based on will be updated throughout the process as better information becomes available. Included in this post are three resources that you will want to reference: digital marketing metrics, B2B SaaS metrics and B2B content marketing.
It goes without saying that company experience is a good thing for an employee base. However, it’s also true that with each passing year an employee can begin to become less familiar with the market. While the best B2B marketers will subscribe to feeds, attend conferences and meet-up groups to stay current with research and surveys, doing so can become overwhelming because there is no way to stay 100% current. On that note, below are three resources that every B2B marketer should review before beginning the planning process and allocating dollars for new integrated demand creation programs:
- Periodic Table B2B of Digital Marketing Metrics
- Periodic Table of B2B SaaS Metrics
- Periodic Table of B2B Content Marketing
Go to Market Plan – Periodic Table B2B of Digital Marketing Metrics
Insight Ventures Partners created the Periodic Table of B2B Digital Marketing Metrics which is loaded with metrics that should be incorporated into any go to market plan.
Periodic Table B2B of Digital Marketing Metrics – SEO
Search engine optimization (SEO) refers to the strategies, techniques and tactics used to increase the number of visitors to a website. SEO can be on-page or off-page, and focuses on positively impacting the visibility of a website or increasing a web page’s organic traffic. In addition, SEO may target a variety of search types including image search, local search, video search, academic search, news search and industry-specific vertical search engines.
Periodic Table B2B of Digital Marketing Metrics – SEM
Search engine marketing (SEM) is a form of digital marketing that promotes websites by increasing their visibility in search engine results pages (SERPs) — primarily through paid advertising.
Periodic Table B2B of Digital Marketing Metrics – Email Marketing
Email marketing is relatively quick, easy and inexpensive. However, it does require that one’s database accurately reflects the served market, contains up to date contact information, incorporates relevant messaging and offers and that coordinated follow-up exists by sales development reps.
Periodic Table B2B of Digital Marketing Metrics – Social Media
Social media allows people, companies and other organizations to create, share, or exchange information, career interests, ideas, and pictures/videos in virtual communities and networks. In B2B, the social media channel will vary by persona.
Periodic Table B2B of Digital Marketing Metrics – Website
The strategic value of a website is massive. Every element of one’s integrated content marketing strategy should be designed to drive traffic to the website. Email blasts, social media posts and print ads are all vital in raising awareness and interest, but without the website as a central destination, marketing activities may not result in action.
Periodic Table B2B of Digital Marketing Metrics – Free Trials
Free trials provide a temporary offer intended to entice a user to try before they buy – i.e. examine, use or test a product prior to fully committing to a purchase.
Go to Market Plan – Periodic Table of B2B SaaS Metrics
Another graphic Insight Ventures produced is the Periodic Table of SaaS Metrics which is ideal for developing the sales planning model that supports the go to market plan.
Periodic Table of B2B SaaS Metrics – Business Development Reps (BDRs) or Sales Development Reps (SDRs)
A sales development rep (SDR) is focused on outbound prospecting and lead follow-up. Depending upon the sales strategy and the maturity of the demand generation function, the ratio will vary, but often the split between cold calls and marketing qualified lead follow-up is 60:40.
Normally, the goal of an SDR is to have the first conversation with a prospect, qualify them and set a meeting for the Field Sales Rep (FSR) if the prospect meets a mutually agreed upon set of criteria.
The base pay for SDRs is about $70K per year with approximately 60% as base pay and 40% performance based—which is usually tied to meetings booked.
Periodic Table of B2B SaaS Metrics – ISRs
Typically, the goal of an ISR is to take a meeting set up by either the SDR or themselves, and move the opportunity through the sales cycle to a closed-won status.
ISRs sell products or services to customers and prospects by phone or online, rather than traveling to meet them face-to-face. As such ISRs rely on the phone, emails, web conferencing and the internet to reach customers and prospects.
The base pay for ISRs is about $130K per year with approximately 50% as base pay and 50% based on the attainment of quota.
Periodic Table of B2B SaaS Metrics – FSRs
Usually, the goal of an SDR and an ISR is to become a FSR, unless there is no desire to travel.
FSRs generally sell products or services that often require travel to meet customers face-to-face, as well as maintain relationships with existing customers. FSRs may prospect on their own but usually have an SDR set meetings up for them as it is cost-effective. Also, an ISR may pass an opportunity to a FSR if the deal crosses a certain dollar threshold or requires on-site meetings.
The base pay for FSRs selling SaaS is about $220K per year with approximately 50% as base pay and 50% based on the attainment of quota.
Go to Market Plan – Periodic Table of B2B Content Marketing
The content market plan will play a key role in supporting the go to market plan by driving customer acquisition and econsultancy produced The Periodic Table of Content Marketing that is quite comprehensive. The 7 step Content Marketing Guide recommends:
Content Marketing – Strategy
In short, one should plan their work and work their plan. Start with a SMART objective for content marketing that supports marketing’s objective and aligns with corporate objectives.
Content Marketing – Format
Individuals have different learning styles and content needs to conform to those styles (visual, text, interactive, audio and video). In some cases it may make sense to have multiple formats for a single piece of B2B content and other times it may not. Let the persona and customer journey dictate the amount and format of content.
Content Marketing – Content Type
The key to developing the right content types is predicated on understanding the buying process, the personas of each buying group and their needs at every stage of the sales cycle.
Content Marketing – Social Platforms
Regardless of how meaningful and relevant one’s content is, users have to find it. Don’t force people to find the content on social platforms that you prefer. In fact, do just the opposite—place content where the audience regularly visits.
Content Marketing – Metrics
Metrics for B2B content marketing are key and should be established when the objectives for content marketing are set. A combination of KPIs, metrics and dashboards should be established to provide insight before, during and after content is published.
Content Marketing – Goals
Goals should be established that support the achievement of objectives. Try to quantify each goal and establish internal reporting and communication practices to clearly identify progress against targets.
Content Marketing – Sharing Triggers
Content marketing is most powerful when content goes viral. Reverse engineer each piece of content to model how and why users will share content. Again, there should be good insights into each persona to identify sharing triggers.
Your company’s go to market plan is the blueprint to penetrate the market by acquiring, retaining and upselling customers to reach or exceed financial targets. The process to build a go to market plan and to update it is significant, however, there are very good resources available to help expedite the process and increase the accuracy of quantitative predictions. Use the digital marketing metrics, B2B SaaS metrics and B2B content marketing in your go to market plan.
Additional Go to Market Resources Available From Four Quadrant