Marketing plan & notes.md
Overview
This document captures one quarter of marketing execution for Handoff, a customer-onboarding automation platform serving B2B SaaS teams. It covers strategic messaging, the channel mix and unit economics, a flagship product-launch campaign, the content engine, and quarterly funnel results.
Core positioning
Message: "Onboarding, on rails (time-to-value)." Marketing plan & notes.md
Value proposition: Cut a new customer's time-to-value by ~41%, and lift onboardings handled per CSM by 2.4x. Marketing plan & notes.md
ICP: Onboarding / implementation leaders at B2B SaaS companies with 200–2,000 employees and $20M–$200M ARR. Marketing plan & notes.md
Message pillars: Marketing plan & notes.md
- Measure and shrink time-to-value
- Automate repeat onboarding
- Give citable progress visibility
Channel mix & unit economics
Five channels drive quarterly pipeline, with sharply different CACs and payback periods. Marketing plan & notes.md
| Channel | Pipeline share | CAC | Payback | Role |
|---|---|---|---|---|
| SEO / content | 38% | ~$4.8K | ~9 mo | Lowest-cost, compounding demand |
| LinkedIn (paid ABM) | 22% | ~$9.5K | ~14 mo | Reaches targeted accounts |
| Paid search | 18% | ~$11K | ~16 mo | High intent, narrow category |
| Webinars / events | 12% | ~$7.0K | ~11 mo | Highest-quality SQLs |
| Partnerships / marketplace | 10% | ~$3.9K | ~7 mo | Cheap but slow to scale |
Blended metrics: ~$7.2K CAC, $28K ACV → LTV:CAC ~4.3:1, ~11-month payback. Marketing plan & notes.md
Strategic tension: Cheapest, best-compounding channels (SEO, founder-led LinkedIn, partnerships) are slowest; fastest channels (paid search, paid social) saturate as you scale. Marketing plan & notes.md
Flagship campaign: "Onboarding Analytics" launch
Duration: 6 weeks | Budget: $85K Channels: Webinar + paid LinkedIn + founder-led content + email Results vs. target: Marketing plan & notes.md
| Metric | Target | Actual |
|---|---|---|
| Webinar registrations | 350 | 420 |
| SQLs | 40 | 47 |
| Influenced pipeline | $1.6M | $1.9M |
| Deals closed in-quarter | — | 3 |
Key learning: A single founder LinkedIn thread drove ~30% of registrations at ~$0 media cost. Marketing plan & notes.md
Content engine
Pillars: Time-to-value playbooks, original benchmark data, customer stories, product education. Cadence: Publish twice a week. Marketing plan & notes.md
Flywheel asset: The "State of B2B Onboarding" benchmark report earns SEO backlinks, feeds paid creative, and grounds messaging credibility. Marketing plan & notes.md
Quarterly funnel performance
1.2M impressions → 900 MQL → 210 SQL → 95 opportunities → 21 won. Win rate 22%, pipeline coverage 3.4x. Marketing plan & notes.md
Read: Compounding channels (SEO + founder-led LinkedIn + benchmark report) carry numbers at lowest cost. Paid search is hitting a category ceiling (finite in-market buyers, rising CPC). Marketing plan & notes.md