How sophisticated is your marketing engine?

Most B2B companies are between level two and four, with most of them being closer to levels two and three than level four. It's very rare to find a B2B company at level five of sophistication.

So what does a sophisticated marketing engine actually look like?

The way we think about this with our clients at How to SaaS is with five layers:

1. Layer one is foundational. This is basic stuff that you need in place in order to be able to do any kind of marketing. You need to know things like:

• The business context
• What's your average deal size?
• What's your total addressable market?
• What's your retention rate?
• Your funnel efficiency
• Your conversion rates at every stage of the funnel
• Your market
• Your segmentation
• Who your ICPs are
• Your customers are pain points

You need to build a strategic narrative. That’s where you differentiate yourself from the competition and have something different to say about your particular solution.

2. Layer two is infrastructure. This is also essential in order to be able to launch demand gen programs. This is your product marketing work, potentially your sales enablement, your website, your tech stack. Your revenue ops function so you can measure your performance.

3. Layers three and four are really where the bulk of value is created. At level three, you establish the right strategy for your business:

• What does the mix of budget look like when you're going to market?
• Which demand programs are you going to prioritize?
• What are you going to deprioritize?
• Which content programs or assets should we create before others Should be focused on SEO? Should we focus on account-based marketing?

4. Once that's clear, at level four you figure out the resources you need to get there:

• Who are the people we need?
• What is the budget we need to fund these programs?

5. Together, these steps are how ultimately we get to revenue growth at level five. To get there, you need to have all of these bricks in place so that the engine is sophisticated enough to deliver that kind of value.

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#B2B_marketing #b2b_marketing_strategies #b2b_marketing_strategy #marketing_engine #marketing_sophistication #saas

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