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How An Integrated Campaign Engine Streamlines Your Marketing to Drive Up Demand for Your SaaS


Companies marketing in today’s digital world are always looking for ways to increase their content output to engage with more of their target market and drive demand for their B2B SaaS company. After all, 65% of businesses say generating traffic and leads is their biggest digital marketing challenge. 

Just focusing on generating content often leads to an overflow of information for your potential clients without much of a go-to-market strategy behind it, or a clear path to move those prospects through the entire buying journey.

Ultimately, B2B content marketing is only an effective GTM strategy when it’s part of a larger integrated marketing campaign engine driving your marketing with specific company goals in mind. The content that touches your audience should fill key gaps in your prospect’s path, like answering questions that commonly come up at pivotal points in the buying journey or overcoming their most common hesitations.

What actually makes up a campaign engine though? We’re going to take an inside look at the key elements of an integrated marketing campaign engine designed for growing your B2B SaaS.

B2B SaaS Custom Briefs for The Entire Campaign Planning Process

Likely one of the most critical steps in building out your content marketing strategy is also one of the most overlooked. You first must ask yourself, “what is the purpose and intended goal of the campaign?”

Developing a custom B2B digital marketing brief that outlines the goals of an individual campaign starting with the who and why of your target market and ending with the action you want them to take helps you and your team to stay focused and consistent. It also gives you the ability to objectively measure the campaign’s success against the goals outlined.

Campaign briefs often include:

  • Campaign Objectives and KPIs
  • Reporting
  • Competitive Analysis
  • Customer Research & Buyer Persona Pains
  • Messaging Tone
  • Strategies for Calls-to-Action

Targeting users with content relevant to their position along the buying process yields 72% higher conversion rates. It’s no surprise that creating content without a specific path for your audience and clear KPIs in mind will result in wasted time and resources that won’t move you closer to your goals.

B2B SaaS Media Outreach Plan and Templates

Another element of any good B2B content strategy is a media outreach plan. So often companies focus so much on building out good content that they overlook actually getting that content in front of their target market.

Part of your overall GTM strategy needs to include other media outlets that reach your target audience, and the content that would be valuable to them. Because as you’re building out your own valuable content, driving demand for your offering is still likely the most important end goal and driving traffic through content often takes time.  It also requires an orchestration that is guided by your knowledge of your target customer’s buying journey.


B2B SaaS Campaign Offer and Message Templates

When you’re looking at building out an integrated marketing campaign engine to drive demand to your B2B SaaS company , you also have to consider what the campaign is actually offering. Does the offer within the campaign drive your ideal clients down the intended path of the buyer’s journey to the ultimate end goal?

That offer should relieve a pain point that you’ve identified because of how intimately you understand the needs of your audience. Your SaaS product solves those particular problems so your content and campaign offer should look at ways to poke that pain and offer some relief from it, or offer the promise of relief if they engage with your company.


B2B SaaS Marketing Campaign Workflows and Processes

You’re likely starting to understand how many moving parts exist in the content marketing and B2B SaaS integrated marketing campaign planning process. Marketing for your B2B SaaS clearly isn’t as simple as creating content that your audience will enjoy consuming. 

In order to successfully move your prospective clients through the intricate maze that is your buyer’s journey, many checks and balances must exist throughout the B2B SaaS marketing content creation process.

Well established campaign planning workflows, processes and templates become a necessary part of building successful marketing campaigns. Something as simple as writing a blog has a collective of necessary, yet tedious, steps. Ensuring your blog is optimized for online search (SEO) alone requires a very specific and critical process to get it right. 


The Leadit Team Does it For You

Building an integrated marketing campaign engine can be a complex, daunting task, especially for a newer B2B SaaS company. The truth is, most B2B SaaS companies don’t get this right in the beginning. Because as companies grow they build on the foundations of their early marketing efforts, a disjointed marketing strategy often becomes too difficult to correct later. As these marketing problems continue and newer companies grow into larger operations, B2B SaaS companies lose market share and money.

The Leadit team, experts in B2B SaaS campaign planning and content marketing, will help you to identify your most critical business goals and architect a campaign planning framework that will ensure your marketing and sales teams are always aligned. Book your free consultation, and learn more about the different ways we work with B2B SaaS companies.

Shannon Prager

Shannon Prager

Shannon Prager is a recognized B2B marketing strategist and the President of Leadit Marketing. At Leadit, she is responsible for partnerships, business development and the strategic direction of the company. A marketing leader with 25 years of B2B demand generation and marketing experience, she understands the importance of a fully developed integrated marketing strategy from marketing automation to end-to-end marketing operations. Follow her on LinkedIn (@ShannonPrager) for her take on the latest and greatest in B2B SaaS marketing.