The SaaS Marketing Master's

We scoured the web for the best marketing content and put together this massive guide to becoming a B2B SaaS Marketing expert.

1. Marketing 101

2. Marketing Strategy

3. Customers

4. Storytelling

5. Data

6. Lead Generation

7. Marketing Channels

8. Sales

9. Customer Success

10. Building Teams

The Curriculum

1. Marketing 101

Marketing 101

  • Basics
  • Strategy vs. Tactics
  • Positioning and Branding
  • Audiences
  • Campaigns and channels
  • Metrics and KPIs

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SaaS Marketing

  • Basics
  • How SaaS Marketing is Different
  • SaaS Pros and Cons
  • SaaS Metrics

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SaaS Lead Generation

  • Lead Generation Defined
  • Customer Behavior
  • The Role of Customer Success

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2. Strategy

Marketing Frameworks

  • AIDA
  • AARRR
  • Growth Loops

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Marketing Planning

  • Marketing Audits 
  • Goals
  • Campaigns
  • Product Launches
  • OKRs

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Product/Brand Positioning

  • Basics
  • Why Positioning is Important
  • Strategies
  • Research
  • Methods and Steps

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Product Pricing

  • Basics
  • Strategy
  • Pricing Page Best Practices
  • Optimizing Pricing

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Free Trials and Freemium

  • Free Plan
  • Free Trial
  • Free Trials vs. Free Plans
  • Trial Length
  • Converting Trials Users
  • Converting Freemium Users

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3. Customers

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Consumer Psychology

  • Customers Don’t Care
  • Persuasion and Influence
  • Credibility and Trust
  • Social Proof

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Customer Research

  • Basics
  • Qualitative Analysis
  • Asking Questions
  • Continuous Feedback
  • Customer Interviewing

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Target Audiences

  • Demographics
  • Firmographics
  • Personas and ICPs
  • Segmentation

4. Storytelling

Product Marketing

  • Basics
  • Buying Process
  • Go to Market Strategy
  • Storytelling

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Branding

  • Basics
  • Consistency
  • Design
  • Research
  • Metrics

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Messaging

  • Components
  • Frameworks
  • Voice and Tone

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Copywriting

  • Basics
  • Frameworks
  • Best Practices
  • Writing Headlines

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5. Data

Marketing Metrics

  • SaaS Marketing Metrics
  • Vanity Metrics
  • Focusing
  • Choosing the Right Metrics

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Analytics Software

  • Basics
  • Dashboards and Charts
  • Audits
  • Analytics and BI Tool Examples

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Analysis

  • Cleaning Data
  • Sorting Data
  • Averages and Means
  • Pivot Tables
  • SQL

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CRO

  • Basics
  • Frameworks
  • Statistical Significance
  • Experiment Best Practices
  • Coming Up with Ideas

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6. Lead Generation

Lead Generation

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Landing Pages

  • Basics
  • Building Landing Pages
  • Optimization 
  • Examples

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Lead nurturing

  • Basics
  • Lead Scoring
  • Strategies
  • Ideas

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Account Based Marketing

  • Basics
  • Metrics
  • Strategies
  • Examples

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Qualified Leads

  • Sales Qualified Leads
  • Marketing Qualified Leads
  • Product Qualified Leads
  • Product/Channel Fit

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7. Marketing Channels

Content Marketing

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Search Ads

  • Basics
  • Metrics
  • Keyword Research
  • Creating Great Search Ads
  • Optimization

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Facebook and Instagram Ads

  • Basics
  • Metrics
  • Pixels
  • Building Audiences
  • Optimization
  • Examples

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Twitter Ads

  • Basics
  • Metrics
  • Pixels
  • Building Audiences
  • Optimization
  • Examples

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Linkedin Ads

  • Basics
  • Metrics
  • Pixels
  • Building Audiences
  • Optimization
  • Examples

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Display and Retargeting Ads

  • Basics
  • Metrics
  • Retargeting
  • Building Audiences
  • Optimization

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SEO

  • Basics
  • Metrics
  • Audits
  • Keyword Research
  • On-Page SEO
  • Link Building

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Event Marketing

  • Basics
  • Metrics
  • Acquiring Attendees
  • Attending Events
  • Hosting Events
  • Online Events

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PR and Analyst Relations

  • Basics
  • Messaging
  • Metrics
  • Strategy
  • Analyst Relations

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Email Marketing

  • Basics
  • Metrics
  • Design
  • Newsletters/Automated Emails
  • Building Lists
  • Examples

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Organic Twitter Marketing

  • Basics
  • Metrics
  • Content Best Practices
  • Strategy
  • Tweetstorms

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Organic Linkedin Marketing

  • Basics
  • Metrics
  • Post Best Practices
  • Groups
  • Strategy

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Community Marketing

  • Basics
  • Metrics
  • Building Your Own Community
  • Community Engagement

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Influencer Marketing

  • Basics
  • Metrics
  • Identifying Influencers
  • Working with Influencers
  • Strategy

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8. Sales

Sales 101

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Sales Strategy

  • Moving Up or Down Market
  • Packaging
  • Inbound
  • Outbound Basics

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Outbound Lead Generation

  • Metrics
  • SDRs vs. BDRs
  • Strategies

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Sales Demos

  • Sales Demo Basics
  • Trial Basics
  • Free Trial vs. Free Demos
  • Objection Handling and Closing

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Sales Enablement

  • Basics
  • Types of Assets
  • Training and Coaching
  • Strategy

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9. Customer Success

Customer Success 101

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Building Relationships

  • Onboarding Basics 
  • Onboarding Strategy
  • Building Relationships

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Retention and Churn

  • Basics
  • Contract Renewal
  • Churn Prevention
  • At-Risk Customers
  • Advanced

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10. Building Teams

Marketing Team Structures

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Hiring Marketers

  • Metrics
  • Writing a Job Description
  • Marketing a Job
  • Interview Questions

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Managing Marketers

  • Metrics
  • 1:1s
  • Assessing Performance
  • Developing Reports
  • Firing Reports

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Team Culture

  • Basics
  • Building Culture
  • Team Building
  • Metrics

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