B2B SaaS Growth Strategy for Konverting.io
B2B SaaS funnel strategy with LinkedIn Ads, webinars, content, demos, retargeting, and lead nurturing.
Type
Academic group project
Area
Growth Marketing · B2B SaaS · CRM Analytics
Tools
LinkedIn Ads · Meta Ads · Webinars · CRM funnel · Excel
Techniques
Buyer persona · Funnel mapping · LinkedIn Ads · Webinars · Lead nurturing · CAC / CLV / churn
Output
Growth strategy + SaaS unit economics
Value
Group project where we structured a B2B SaaS acquisition strategy using buyer personas, funnel mapping, social ads, webinars, nurturing, and CAC/CLV/churn metrics to guide growth.
Total plan budget
ProjectedMinimum estimated revenue
Projectedtarget clients in 12 months
ProjectedEstimated CAC
ProjectedEstimated CLV
ProjectedEstimated CLV:CAC
Projected01 / Fast scan
Case in 60 seconds
A quick scan of the case: what was happening, what needed to be solved, what I did, and what value is demonstrated.
Situation
SKonverting.io operates in a B2B context where the decision cycle is longer and conversion requires education, value demonstration, and friction reduction between CRM, call centre, marketing, and management.
Task
TGroup project where we structured a B2B SaaS acquisition strategy using buyer personas, funnel mapping, social ads, webinars, nurturing, and CAC/CLV/churn metrics to guide growth.
Action
A- 01Define B2B segments and decision problems.
- 02Build TOFU, MOFU, and BOFU journey.
- 03Assign channels to content, webinars, demos, retargeting, and nurturing.
- 04Model investment, leads, customers, and unit economics.
Result
R- The plan used a €100,000 total budget, with 70% initial investment and 30% contingency.
- The commercial target was structured around 50 clients in 12 months and an average package of 5 licences per client.
- With a €100/month/user licence and 20% annual-payment discount, minimum estimated revenue was €240,000.
- The case demonstrates B2B demand-generation thinking connected to unit economics, not just lead generation.
- Useful for growth, SaaS, B2B performance, CRM, and marketing analytics.
- 100.000 € · Total plan budget (Projected)
02 / Context
Problem
This section explains the business or analytical challenge before going into technical detail.
02.1
Executive summary
B2B SaaS growth case where the objective was to build an acquisition and nurturing logic for private education providers, connecting buyer personas, content, paid media, demos, and unit economics.
02.2
My role
Academic group project. I contributed to funnel architecture, channel logic, budget planning, and translating CAC/CLV metrics into growth decisions.
03 / Method
Approach
Methods, tools, and workflow. This shows how I structured the analysis.
03.1
Data & methods
- Buyer personas: CRM Manager, Call Center Manager, and CMO in private/postgraduate education.
- Content plan: LinkedIn and Instagram 3–4 posts per week and YouTube 2 pieces per month.
- Paid-media benchmarks: LinkedIn Ads €36 CPM, 0.4% CTR, €9 CPC, and €300 CPL; Meta Ads €14 CPM, 0.4% CTR, €3.5 CPC, and €233 CPL.
- Monthly budget model: €4,125 in lower-acquisition months and €7,660 in peak months.
03.2
Process
- 01Define B2B segments and decision problems.
- 02Build TOFU, MOFU, and BOFU journey.
- 03Assign channels to content, webinars, demos, retargeting, and nurturing.
- 04Model investment, leads, customers, and unit economics.
- 05Design contingency for CPL deviations, click-to-lead conversion, or cumulative-client gaps.
04 / Decision
Evidence and impact
Outputs, findings, and implications translated into decisions or professional value.
04.1
Key findings
- The plan used a €100,000 total budget, with 70% initial investment and 30% contingency.
- The commercial target was structured around 50 clients in 12 months and an average package of 5 licences per client.
- With a €100/month/user licence and 20% annual-payment discount, minimum estimated revenue was €240,000.
- The model estimated €9,600 CLV, €1,414.31 CAC, and a 6.8:1 CLV:CAC ratio.
- The €30,000 contingency would activate if CPL exceeded the forecast by 15%, click-to-lead conversion fell below 15%, or clients by 01/07 were below 30.
04.2
Business implications
- The case demonstrates B2B demand-generation thinking connected to unit economics, not just lead generation.
- Useful for growth, SaaS, B2B performance, CRM, and marketing analytics.
05 / Close
Professional close
Limitations, next steps, and available assets. This keeps the case honest and actionable.
05.1
Limitations
- Academic group project.
- Budget, leads, clients, and revenues are plan estimates, not actual results.
- ROI appears in the document as a ratio, so it is communicated as projected economics, not validated performance.
05.2
What I would do next
- Validate CPL and conversion by channel through pilot campaigns.
- Connect CRM to measure lead quality, SQL rate, and sales cycle.
- Split CAC by decision-maker persona and education vertical.
05.3
Assets
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