The B2B SaaS Marketing Master's

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

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

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

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 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

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

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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