3 Common Reasons Your B2B Marketing Plan Isn’t Working (& How To Fix It)


SEO – done.
Content Marketing – Done.
Guest post – complete.
Social media ads – done.
but no matter how hard you try, you just get a few cold runs every month.

What didn’t go well?

You have replicated other industry strategies and tried to implement them.

Organize a saas b2b product marketing plan is not a walk in the park, it is one of the most strategic and complex areas and as it is a known fact that the business sales cycles are long and complex, requiring a unique approach.

Here are 3 reasons your B2B marketing plan isn’t working and the solution you need to implement.

1. You don’t have a clear strategy

2. You haven’t mapped the audience’s journey

3. You don’t mine the data

Let’s dive into each of them!

Reason # 1: You don’t have a clear strategy

An unclear marketing plan is as good as no plan at all. It’s like shooting in the dark, hoping it hits the target.


For a marketing plan to work and show results, you need to have a clear strategy, for which you need to:

• Clearly define your SMART goals

• Understand the KPIs. For email campaigns, you should look at open rates, CTRs, response rate, etc. as they will help you determine the scope of campaign optimization. When it comes to overall product KPIs, the following will help you:

  • Registrations
  • New customers acquired
  • Returned
  • Lifetime value
  • Cost of customer acquisition, etc.
  • Assign benchmarks to these KPIs
  • Identify deadlines to achieve goals

Moreover, you also need to create separate plans for each marketing aspect, be it content marketing, digital marketing, social media, etc.

Reason # 2: You don’t understand your target audience and their journey

Many SaaS companies build their product knowing and believing it is necessary, but very few do field market analysis. For a SaaS business to be successful, it must develop an appropriate marketing plan based on:

• Who are the target users?

• What are their main pain points?

• Do you know your target audience? Is it the same as you grow up?

• Do they interact with your product?

If you don’t have answers to these questions, all of your marketing efforts will be doomed. Additionally, B2B SaaS companies tend to focus primarily on promoting the “free trial” or “freemium” version of their product, but what happens when they sign up but don’t? not convert to paying customers?

A well-designed marketing plan that assesses every step of the buyer’s journey is crucial, every shopper has to go through unique touchpoints and opportunities until they withdraw their credit card to make the final payment.


1. Create your buyer personas

2. Make your storyboard

3. Dive into your marketing metrics

4. Create a marketing and sales manual with all the details in one place.

5. Develop creative assets to generate leads

6. Understand the tactics to reach your audience – content marketing, social media, SEO, etc.

7. List the different contact points to convert MQL to SQL

8. Use A / B testing to identify the best strategy to reach this audience.

Knowing your audience is a stepping stone to crafting marketing strategies and making sure they actually work.

Reason 3: you don’t mine the data

Data processing takes a long time, okay! But there is some key information you can get if you are willing to invest the time and effort to analyze it. It can help you save a lot of money.

Just knowing that your campaign / website data is not enough, you need to leverage it to fine tune and leverage your website or ongoing campaigns.

“87% of B2B marketers say data is the most underutilized asset in their business. ” Imagine planning a monthly budget for your Facebook and Google ads, but according to data from last year, the qualified traffic of Facebook ads is way higher than that of Google ads, but you spend more on Google ads.

What would you do? Obviously, focus more on Facebook ads and explore other social media platforms.


You need to make sure that your business plans are based on data rather than impulsive decisions and hunches about where your target audience is. If your plans are based on past benchmarks, you are less likely to make mistakes and will be able to not only predict future results, but also create a roadmap to help you reach your end goals.

Here are some of the key indicators – B2B SaaS companies can start tracking (you can track these metrics using Google Analytics):

• Unique visitors

• Total number of registrations

• Source of lead

• Conversion rate

• Customer loyalty rate

• Website bounce rate

• Average time spent or sessions per user

Google Data Studio is an easy way to consolidate reports. This is basically a one-time investment and can be used to get a variety of basic reports.


Besides the aforementioned reasons, other factors could be holding back your B2B business: lack of alignment between teams (sales, marketing, product, design, etc. must all be on the same page), neglect of the content and especially fear. to make new changes. But as long as you’re ready to make a difference, you’re on the right track.

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