Can I be honest? Writing a marketing plan for a new B2B SaaS always felt overwhelming to me. I’d stare at blank docs, second-guess every section, and wonder, “Is this actually going to move the needle?”
But after a few messy launches and late-night pivots, I finally landed on a framework that helped me focus, communicate, and execute—all without reinventing the wheel.
And if you’re just here for the free template—don’t worry! You’ll find the download link waiting for you at the end of this guide, ready to grab.
1. Business Overview & Vision
This became my starting line every time.
I forced myself to write out not just when and why we started, but the big why that keeps us moving. Documenting our company history, vision, and mission helped ground every brainstorm and meeting. When in doubt, I’d open this section—reminded me: What’s our ultimate goal, and what does success really look like?
2. Objectives & KPIs
Here’s where planning finally got real.
I listed out the main objectives—making each one SMART. No fluff allowed! If a goal wasn’t crystal clear and trackable, I’d rewrite it until it was. Plus, all those built-in KPI sheets made it impossible to ignore whether we were actually moving the needle, month by month.
3. Market & Customer Analysis
The wake-up call: marketing to “everyone” never works.
This section pushed me to dig deep into our market—who’s buying, what pain points they have, what trends are shaping their world, and who else is competing for their time and budget. Getting specific with customer segments and decision makers let us spend our energy where it mattered.
4. Product Overview & Market Positioning
I stopped winging my elevator pitch after filling this out.
I broke down our core features, highlighted key benefits, and got honest about technology strengths and unique selling points. Comparing our solution head-to-head with competitors on a table made our real advantages pop (and revealed where we still had work to do!).
5. Brand Messaging & Content Strategy
Finding our voice took trial and error.
Here, I shaped our brand promise and core message, then mapped out three to five big themes we’d keep coming back to in all our content. Planning formats, channels, and a content calendar helped turn scattered blogs and posts into a true system. Seeing who owned each piece brought our team (finally) on the same page.
6. Marketing Mix & Channels
No more “posting everywhere and hoping.”
This worksheet forces you to pick the channels that really matter for your audience and business. For me, it meant defining main objectives and tactics per channel, ranking priorities, and allocating budget in a way that actually fit our capacity.
7. Marketing Plan
Sanity restored!
With table layouts for each month and quarter, I could plot out core activities, objectives, owners, and deadlines. Breaking things down this way let me see the gaps, share responsibilities, and track progress—all without chaos or last-minute scrambles.
Results, ROI & Resources
Here, I had to face the truth about what all the hard work would actually bring.
I set clear expectations for results and ROI, then allocated resources so none of my plans stayed stuck in “wishful thinking.” Tracking budget and resource use gave me confidence to adjust and scale over time.
Every section matched what I needed most at each stage—starting, scaling, rebooting, or reporting.
Whenever I felt stuck or lost, I’d just move to the next page (and read the friendly fill instructions).
It saved me so much time and kept the whole team focused on what really matters.
Honestly, I wish every template offered this.
Step-by-step notes walk you through each section. Even the “non-marketers” on my team felt empowered. Whenever I get stuck, I just read the real-world tips attached—or reach out to others in marketing circles for advice.
Honestly, having a living marketing plan made everything in my SaaS journey feel possible. If you want to skip the headaches and get straight to what works, grab the free template I wish I’d had from day one.
👉 Download the B2B SaaS Marketing Plan Template here
Jaden is an SEO Specialist at Golden Owl Digital. He helps brands rank higher with technical SEO and content that resonates
