What’s a Good SaaS Marketing Timeline? (+ How to Create Yours)

SaaS marketing timelines can span 12 months (or more). Learn the phases, what to expect to get your team on board, and tips we use to ensure top results for SaaS marketing plans.

When it comes to software-as-a-service (SaaS), there are marketing timelines and milestones that must be met to get the results you want.

Alyssa Galik, lead strategist at HawkSEM, walks us through what a SaaS marketing timeline looks like and what your marketing plan should include.

What is a SaaS marketing timeline?

A SaaS marketing timeline is a step-by-step plan strategizing the key marketing tactics and key performance indicators (KPIs) over a specific period of time for a SaaS product.

A marketing timeline helps SaaS businesses stay on target, track their progress, allocate resources appropriately, and meet important markers for success.

(Image: Airfocus/Unsplash)

What does a typical SaaS marketing timeline look like?

“Marketing takes time,” explains Galik. “Growing your top-of-funnel database can be just as important during the early stages of marketing as generating bottom-of-funnel results.”

Because of this, ”we don’t want to measure the same KPIs early in a SaaS marketing campaign as we do later.”As each quarter progresses and you capture more data, outline the objectives and goals and adjust those accordingly.

“For instance, early on, you may focus on web traffic, then move on to content downloads or free-tier leads, then as you learn from your sales team and competitors how you fit in the market, you can then start to focus on cost per opportunity and eventually ROI.”

Here’s an overview of what goes into the planning and execution of a SaaS marketing timeline:

1. Pre-launch phase
2. Launch phase
3. Growth phase
4. Scaling phase
5. Ongoing optimization phase

1. Pre-launch phase (3-6 months before launch)

This phase sets the foundation for your SaaS business’s marketing success. It looks a little something like this:

• Conducting thorough target market research to understand your target audience and their pain points, such as surveying 500 potential users to uncover their biggest challenges with existing solutions.
• Analyzing competitors to identify gaps in the market and differentiate your offering by creating a feature comparison matrix that highlights your unique selling points.
• Developing a robust website that communicates your value proposition, complete with clear, benefit-focused messaging and intuitive user flows that guide visitors to sign up.
• Creating initial content assets (blog posts, whitepapers, case studies) to establish thought leadership, like publishing a comprehensive guide on industry best practices that generate 1,000 downloads in the first month.
• Setting up analytics tools to track KPIs from day one, configuring custom dashboards in Google Analytics to monitor user engagement, conversion rates, and retention metrics in real time.

Expert insights

“Remember that in B2B SaaS, you can have two consumers: one looking for a solution for others in the company to use, and the other who will actually use the solution,” explains Galik.

“Understanding which ideal customer profile (aka buyer persona) is the right buyer for you is critical in a successful marketing strategy.”

HawkSEM has seen more success focusing on the implementer than the solution finder. Speaking in more of a tech language and using developer-focused keywords has shown more success than bidding on low-intent keywords.

“The volume of those may be lower, but it usually allows you to guarantee meeting the right consumer,” continues Galik. “In the early stages of SaaS marketing, budgets tend to be limited, so focusing on the ICP at the further point down the funnel can expand your budget and test your approach.”

Pro tip: Use this phase to build relationships with industry influencers and potential beta testers. Reaching out early can provide valuable insights for refining your product. Plus, it helps you build a network of advocates for your launch. For instance, influencers can amplify your message to a broader audience, while beta testers offer helpful feedback to ensure your product meets market needs before the official release.

2. Launch phase (1-3 months)

Research is complete, and we’re ready to gain some traction. Plan to spend several months here, where you’ll consistently reiterate your strategy until you get your desired results.

Here’s what the launch phase entails:

• Releasing your product and monitoring user feedback closely. For example, setting up a dedicated feedback channel and conducting weekly user surveys to gather insights on user experience and feature requests.
• Ramping up content creation efforts, focusing on solving customer problems. Consider creating a content calendar with weekly blog posts addressing common pain points and producing a monthly in-depth guide or whitepaper on industry-specific challenges.
• Initiating targeted paid advertising campaigns to reach your ideal customer profile. Launch a series of A/B tested Google Ads campaigns, focusing on specific features that solve key pain points for different segments of your target audience.
• Launching email marketing campaigns via your CRM to nurture qualified leads, build customer relationships, and educate users about your product. Develop a six-part onboarding email sequence that guides new customers through your product’s core features, with each email focusing on a specific benefit.
• Engaging actively on social media platforms where your target audience is most active. Schedule daily posts on LinkedIn and X (formerly Twitter), sharing a mix of your content, industry news, and user success stories, and actively participate in relevant industry hashtags and discussions.

Expert insights

“At the initial launch of a SaaS campaign, prioritize brand awareness metrics and demand generation intent instead of bottom-of-funnel leads and opportunities,” advises Galik.

“When creating SEO strategies and campaigns, target high-intent keywords that align with your industry and specific use cases. Aim to engage potential customers with your website content and resources.”

She also recommends that, if possible, offer a free product version or free trial. Getting users to sign up for these, even if they don’t immediately convert to paying customers, indicates that you’re attracting the right audience.

Pro tip: Collect and analyze user data to refine your product and marketing strategy. This allows you to make informed decisions based on user behavior rather than assumptions. Use tools like heat maps, user session recordings, and in-app surveys to gather qualitative and quantitative data, then use analytics platforms to identify patterns and trends that guide your product improvements and marketing tactics.

(Image: Freedomz/Adobe)

3. Growth phase (3-12 months post-launch)

You’ve finally figured out what works. Now, you’re ready to duplicate your efforts to see even more growth for your SaaS platform.

Here’s what it may look like during the growth phase of your SaaS marketing plan:

• Optimizing your marketing funnel based on initial data and user feedback. For example, if you notice a high drop-off rate at the pricing landing page, A/B test different pricing structures or add a FAQ section to address common objections.
• Scaling successful marketing channels while testing new ones. If your blog content drives significant traffic, increase your content production and experiment with repurposing top-performing articles into video content or infographics.
• Implementing marketing automation to nurture leads more efficiently. Set up a drip email campaign that sends personalized content based on user behavior, such as recommending relevant features to users who haven’t fully explored your product.
• Focusing on SaaS customer retention strategies to reduce churn rates. Implement a customer health score system that triggers proactive outreach from your support team when usage metrics indicate a churn risk.
• Building case studies and testimonials from early adopters. Reach out to your most engaged users and offer them an incentive, like a free month of service, in exchange for a detailed case study showcasing their success with your product.

“During this phase, shift your focus from vanity metrics to more meaningful KPIs like customer acquisition cost (CAC) and customer lifetime value (CLV),” says Galik. “These metrics will guide your scaling decisions.”

4. Scaling phase (12+ months)

Growth is off the charts (at least we hope so), and you’re pumped up about scaling your efforts to see even more traffic, clicks, and conversions.

Here’s what you can expect to happen during the scale phase:

• Exploring new market segments or geographical regions. For instance, if you’ve saturated the small business market, consider tailoring your product for enterprise clients or expanding into international markets with localized versions.
• Using advanced analytics to gain deeper insights into user behavior. Implement cohort analysis to understand how different user groups interact with your product over time, allowing you to identify patterns that lead to long-term retention.
• Investing in brand building to establish a strong market presence. Consider sponsoring industry events or podcasts to increase brand visibility and position your company as a thought leader in your niche.
• Seeking strategic partnerships and integrations to expand your product’s ecosystem. Partner with complementary SaaS tools to offer integrated solutions, like Slack integrating with numerous productivity apps to enhance its value proposition.
• Adopting a customer advocacy program to leverage word-of-mouth marketing. Launch a referral program that rewards the existing customer base for bringing in new users, providing incentives like extended free trials or account credits.

Remember, these phases are guidelines, not rigid rules. Your timeline may vary based on product complexity, market conditions, and available resources. The key is to remain adaptable and data-driven throughout your journey.

5. Ongoing optimization phase

“Consistent evaluation [of] SaaS strategies is critical to overall and long-term success,” explains Galik.

“Over time, there can be many shifts in the product and who it offers itself to. But there’s also a lot of industry change with new competitors and additional options.

Galik also recommends keeping a close eye on what’s happening and how you’re succeeding as a business. Your company may eventually realize it has a higher close rate to a specific industry than it does in another it serves. That learning needs to be addressed and included in their overall targeting strategy.

“Looking at campaigns consistently to review negative keywords, conversion volume, CPCs, and bid strategies is critical in maintaining success in SaaS,” continues Galik.

“It’s common to evaluate the campaign structure quarterly, especially in the early stages of marketing. This evaluation ensures alignment with goals and allows for adjustments to campaign volume and focus based on performance and changing needs.”

So, how do you build a process to ensure your B2B SaaS marketing campaigns are always evolving?

Here are the areas to focus on:

1. Product-market fit: Regularly reassess how well your product meets market needs. Your messaging and targeting may need to adapt as your product evolves and the market shifts.
2. Customer journey: Continuously analyze and refine each stage of your target customers’ journey. Look for friction points and opportunities to enhance the user experience.
3. Marketing channels: What works today may not work tomorrow. Regularly evaluate marketing channel performance and be prepared to pivot or reallocate resources as needed to maximize ROI.
4. Content strategy: Keep your content fresh and relevant. Update existing content at least quarterly and create new pieces that address evolving customer pain points.
5. Pricing and packaging: Experiment with different pricing models and feature bundles to find the sweet spot that maximizes customer value and revenue for your business.

Real-world SaaS marketing success: a case study in patience and adaptation

Radar, a location data infrastructure platform, partnered with HawkSEM to aid in its marketing efforts.

Its experience with us is a testament to the power of patience, adaptability, and data-driven strategies in a SaaS marketing timeline.

In the early stages, Radar’s primary goal was simple: get sign-ups.

The marketing team laser-focused on this objective, using Cost Per Lead (CPL) for free sign-ups as their North Star metric. This aligns perfectly with our earlier discussion about the launch phase, where the focus is on awareness and initial traction.

But as Radar grew and established itself in the market, its marketing goals evolved. The focus shifted from mere sign-ups to a more sophisticated metric: pipeline growth. This transition mirrors the move from the growth phase to the scaling phase we discussed earlier.

HawkSEM implemented a comprehensive digital marketing strategy for Radar for lead generation, including:

• Targeted paid search campaigns
• Strategic display advertising
• Clever remarketing initiatives

The results? Within just three months, Radar saw:

• 125% increase in pipeline opportunities
• 68% growth in lead volume
• 42% boost in paid search website traffic

These numbers aren’t just vanity metrics. They represent real growth and efficiency gains directly impacting Radar’s bottom line.

So, what can we learn from Radar’s success story?

1. Start with clear, stage-appropriate goals: In the beginning, focus on metrics that matter for your current phase, even if they’re as simple as sign-ups.
2. Be prepared to pivot: As your SaaS grows, be ready to shift your focus to more sophisticated metrics like pipeline growth.
3. Embrace comprehensive strategies: Don’t put all your eggs in one basket. A mix of paid search, display ads, and remarketing can create a powerful synergy.
4. Trust the process: SaaS marketing is a marathon, not a sprint. Patience, consistent effort, and optimization can lead to exponential growth.
5. Let data be your guide: Regular analysis and adjustment based on performance data is key to achieving and maintaining success.

Note, your SaaS marketing journey may not look exactly like Radar’s, but the principles remain the same. Start with clear goals, be patient, stay adaptable, and always let data inform your decisions.

(Image: tippapatt/Adobe)

Why does a SaaS marketing timeline matter?

Timelines eliminate the guesswork and common misconceptions when it comes to SaaS marketing. When you have impatient stakeholders and decision-makers, a SaaS marketing timeline will keep the peace and budgets flowing in.

Here’s the rundown on what makes SaaS marketing timelines a must-have:

• Provides a clear roadmap for marketing activities
• Sets realistic expectations for results and ROI
• Helps allocate resources effectively over time
• Allows for better coordination between marketing and product development
• Enables progress tracking and adjustments as needed
• Demonstrates professionalism and planning to stakeholders
• Prevents rushing or skipping crucial marketing steps
• Aligns marketing efforts with product launch and growth stages
• Facilitates budget planning and allocation throughout the campaign
• Improves overall marketing strategy by providing structure and focus

The takeaway

Successful SaaS marketing doesn’t come overnight. It’s a journey that requires patience, strategy, and adaptability.

From the pre-launch phase to scaling and beyond, each stage demands a unique focus and set of metrics. Remember, what works in month one may not be what drives success in month twelve.

So stay agile, continuously optimize, and let data guide your decisions. Start with clear, stage-appropriate goals, be prepared to pivot as you grow, and embrace comprehensive strategies that evolve with your business.

Not feeling up to building and executing a SaaS marketing timeline yourself? Or maybe you just don’t have the know-how.

HawkSEM specializes in crafting data-driven, adaptive marketing strategies tailored to each stage of your SaaS journey. Our team of experts can help you navigate the complexities of SaaS marketing, from pre-launch planning to scaling for long-term success.

Whether you’re a startup or been in the game for over ten years, you shouldn’t leave your marketing timeline to chance. Contact us today for a free consultation to learn how we can accelerate your SaaS growth.