Campaign Plan
SaaS Marketing Plan (One Page)
The one-page plan: positioning, two channels, one metric per stage — everything else is deliberately left out.
Fill in seven lines
- For [audience] who [pain], [product] is [category] that [outcome].
- Instead of [the real alternative — often a spreadsheet, not a competitor].
- Channel A (compounding): usually SEO/content. Weekly commitment written down.
- Channel B (immediate): usually one social platform or one paid channel. Not three.
- Awareness metric: one number (e.g. organic impressions).
- Conversion metric: one number (e.g. trial signups/week).
- Revenue metric: one number (e.g. trials → paid %).
The discipline
Review the three numbers weekly, change the plan monthly, and refuse every new channel until one of the two is demonstrably working or dead.