B2B SaaS Metrics for B2B Marketers
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B2B SaaS Metrics for B2B Marketers
Marketers need to track, monitor and proactively manage B2B SaaS metrics to successfully execute the go to market plan. Gone are the days of generating leads and concentrating on cost per lead (CPL). The best-in-class B2B marketers understand the business and marketing’s financial contribution the business. B2B marketers need to develop and execute an integrated go to market strategy but must adopt the same B2B SaaS metrics that the management team and board use to guide the business.
The SaaS Metrics Include in the Excel Spreadsheet Are:
• Financials – sales & marketing expenses, gross margin percentage
• Subscriptions – annual recurring revenue (ARR), monthly recurring revenue (MRR), average recurring revenue per account (ARRPA)
• Changes to Annual Contact Value (ACV) – new, churned, expansion
• Changes to MRR – percent churned, percent expansion, net
• Customers – new, churned, net new, existing, total, percent new, percent churned
• Customer Acquisition & Retention – customer renewal rate (CRR), customer acquisition cost (CAC), lifetime value (LTV), customer acquisition ration (CAR), customer acquisition payback period (CPP)
The Microsoft Excel Spreadsheet is Ready For Use
Knowing what to include, understanding the definitions and creating the formulas is enough to deter many, not to mention formatting the spreadsheet. Fortunately, all that work has been done so all that is required is to populate the Microsoft Excel spreadsheet with internal data.
Specifically, here is what is included in the B2B SaaS Metric spreadsheet:
• Key SaaS Metrics
• Microsoft Excel Spreadsheet is formatted, by month
• Definitions of SaaS Metrics is included
• Formulas for the SaaS Metrics are included
SaaS Metrics for B2B Marketer
There’s an overwhelming amount of numbers, statistics, and metrics that B2B SaaS companies track, calculate and manage. The sheer number of terms and acronyms causes many debates amongst the experts in the field. As a result, many B2B markets simply stay away from B2B SaaS metrics and that is not a good choice. Simplifying the problem is the best route and in the B2B SaaS Metrics template we walk you through the most common—and helpful—metrics you need to know.
Instantly Download the FREE Excel Template Now
Specifically, here is what is included in the B2B SaaS Metric spreadsheet:
• 23 B2B SaaS Metrics that every marketer should know are included
• Definitions for each SaaS metric documented in the Excel spreadsheet
• Formulas included in each cell
Leverage Go to Market Planning Templates
Proven at G1000 and Startups to effectively develop and execute go to market plans
Provides a huge head start start to the go to market team
Go to market plans are built in PowerPoint and fully editable
Every company should have a comprehensive go to market plan and process for reaching prospective customers. Key go to market functions such as sales, marketing, product management, development, services and support must be integrated into the go to market plan. In addition, each function in the organization needs to prepare go to market strategies that cascade down from the company’s objectives.
It’s possible to build a powerful, integrated go-to-market process by leveraging a proven go to market strategy template. An effective plan incorporates the go to market strategies which guide operational execution. Also, a go to market plan enables a company to identify the target market and design unique value propositions tailored to both specific customer segments as well as the company’s unique differentiation. Finally, a go to market plan empowers a company to effectively deliver its offering to the marketplace and continually refine that offering based on rich, informative and continuous feedback.
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B2B direct sales people can all benefit from a sales strategy template. A sales strategy example is provided in the download that outlines how a B2B direct sales person can research an account and orchestrate resources to effectively sell.
A sales plan example is perfect for B2B direct sales people to populate with all of their account knowledge and the resources available to them within their organization. Creating an integrated and holistic plan will streamline customer acquisition and up-sell opportunities by optimizing a plan to coordinate go to market resources to acquire and upsell customers.
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Foundational building blocks via a sound go to market strategy with easy-to-use templates are designed to help a firm bring its offering to market. Go to market strategy templates facilitate the transfer of the offering from development to the market. As well, all of the technology must be translated into go to market messages that can be used to find, attract, engage and convert prospects into customers. All of the templates and worksheets to create compelling sales messages are included in the go to market strategy template.
This go to market template includes examples of models for product lifecycle, market sizing and technology adoption. Also included are examples for the market landscape, use cases, unique selling propositions for personas and unique differentiation is included in this go to market strategy template. Below are details about the various go to market strategy templates.
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B2B lead generation is often not given the time, attention and resources that it deserves and as a result, go to market strategies fail. This is mainly because the correlation between marketing and sales is frequently not well understood. An effective integrated B2B lead generation plan is part of the sales process which sales and marketing jointly design, develop, execute, track manage and continually improve upon. A B2B lead generation plan that s not grounded in the customer buying process or tied to the sales plan is doomed from the start. Follow the integrated B2B lead generation example in the lead generation planning template to build an effective plan to acquire and retain customers.
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The core to any B2B lead management system is marketing automation and account intelligence. The B2B lead management plan and process has to be developed from the sales person’s perspective and must be created before any lead generation programs are set in motion. Components of an effective B2B lead management plan include: a target account profile, a qualification matrix, lead scoring, lead routing, lead escalation, lead nurturing, lead follow-up, clear terms and definitions, lead hand-off processes and synchronized marketing and sales automation systems.
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The investor presentation template is for those that are raising money for a startup who will need to create an investor presentation (pitch deck, the deck). Unfortunately, some startups are so passionate about what they do that they do not develop an effective pitch deck. The investor presentation is typically left to the end (days before the pitch) and the visual presentation of the story is not on par with the verbal explanation. An ultimate pitch deck for startups includes a small number of slides (10 -15) that need to be very polished in order to make a great first impression. The investor presentation template includes examples on an investor pitch deck. While not all of the investor presentation slide examples need to be used (and the order of the deck will vary, based upon how one tells the story), but the deck facilitates the development and delivery of a winning investor presentation.
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To develop and execute messaging and positioning that is effective, it is important to understand the following definitions. A value proposition is a statement that communicates perceived value form the buyer’s perspective to those in the buying process. Positioning is a concept that places competitors, substitutes and alternatives relative to one another. And, messaging defines the communications that a company develops to highly targeted segments and specific personas within the customer buying process.
Positioning is an integral part of persona-based marketing, especially as the content strategy and messaging is formulated. Messaging is a subset of positioning. It’s the art of defining what will be communicated and how it will be said to the targeted personas. Messaging is the intermediary step between positioning and content creation.
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Effective B2B content marketing requires the orchestration of content providers, a content calendar, content platforms and specific activities for each piece of content. The best-in-class B2B content marketers create a meaningful and relevant story for each persona in the customer buying process. A successful B2B content marketing plan will focus on identifying with business problems that are real for the audience and business outcomes that create a sense of urgency and need to secure funding.
Leverage this proven content strategy template to build an effective content marketing plan to engage prospects and convert them to customers.
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This is the ultimate B2B call guide for facilitating follow-up conversations with prospects and qualified leads in order to convert them to qualified sales opportunities.
A B2B call guide framework is much more effective and natural for a sales development (SDR) than a call script. An SDR call guide must be integrated with the B2B lead generation team as this team usually contributes up to 50% of the sales pipeline. As well, the call guide for an SDR has to be consistent with the B2B sales process. This is because qualified sales leads are passed from the SDR to the inside sales rep or field sales rep with the goal of conversion to a qualified sales opportunity. By using the B2B call guide framework one can bring marketing, sales development and sales onto the same page with the same goal.
<< Download a Call Guide for SDRs & BDRs now >>
Creating a social media plan and the corresponding social media strategy takes time to develop, and not all digital marketers have enough time in the week to build a plan. Because the online landscape constantly changes (platforms and audiences), a dynamic process is required to adapt.
A social media strategy template should specify the desired business goals that social media activity will help meet. The goals should be SMART – specific, measureable, attainable, relevant and time-based. It is useful to document when to act and to have a standard set of dashboards, metrics and KPIs to measure progress.
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In the digital age, a website frequently serves as a business’ or organization’s front entrance through which many prospects and customers will connect. A company’s website should provide a professional on-line experience that will generally enhance the organization’s image and branding, as well as move prospects through the sales process.
This sample website proposal template describes how to pitch an organization to secure funding for a new website or provide a facelift to an existing website. The scope of the website proposal includes business objectives, target audiences, website strategies, UX, website features, enabling processes, success metrics, critical success factors and deliverables.
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