A marketing plan template for sales-led b2b software.
Demo-led software sold by SDRs and account executives. Marketing builds awareness in target accounts, generates and nurtures leads, hands over qualified leads and supports open deals, onboarding and renewals.
What you start with.
A starter strategy
Pipeline and revenue growth, with goals you can edit.
- Create qualified pipeline
- Move open deals to close
- Renew and expand the customer base
18 audiences
Labels for who you market to.
- Lookalike of closed-won accounts
- Mid-market department heads
- Financial services IT and security leaders
- Competitor and alternative searchers
- Pricing and demo page visitors, last 30 days
- Tier 1 target accounts
8 conversion events
The events your results are measured by.
- Lead
- Demo request
- Marketing qualified lead
- Sales outreach started
- Sales qualified lead
- Opportunity created
11 objectives
- Category awareness
- Target-account reach
- Lead generation
- Demo requests
- Lead nurture to MQL
- Pipeline creation
- Deal acceleration
- Customer onboarding
2 starter plans
- Always-on demand generation: Awareness, lead capture, nurture, deal support, onboarding, renewals and references running all year.
- Account-based program: Coordinated marketing for a named account list: air cover, engagement and a push for meetings.
Everything here can be renamed, replaced or removed, and applying a template never overwrites what you have already set.
Start from this template.
Pick it in setup, review the starter strategy, and edit from there.