The document provides details on building out a growth marketing team and strategy for a SaaS company called Alasco that provides software to real estate companies in Germany. It outlines objectives, key results, and OKRs across acquiring new leads, nurturing leads, qualifying leads, and driving revenue of €300k in new monthly recurring revenue through qualified opportunities. It also discusses evaluating performance through key metrics like website traffic and engagement, lead generation, opportunity creation from leads, and revenue targets. Finally, it addresses potential hurdles within the first 100 days such as understanding the market and product, building the team, and implementing new processes like lead scoring.

1. Case Study - Head of
Growth Marketing
John Lee, MSc

2. ACQUIRE NEW LEADS
NURTURE LEADS
QUALIFY LEADS
Website traffic and insights
Online advertising
Social media engagement
Email Automation
ABM
Lead Scoring
Content
Marketing
Events
Third-Party
Programs
Sales
and
Marketing
Alignment
Objectives and Activities
Objectives Activities
Measurement
and
Optimization
Generation of leads and convert them into valuable prospects & opportunities
to drive maximum revenue for ALASCO

3. Collaboration Between Department is Key
Brand &
Communication
Product
Marketing
Growth
Marketing
(Who you are)
(What you sell) (How you sell it )
Sales
• Translate technical concepts into easy-to-
understand frameworks
• Interface directly with clients and report
back to product management.
• Monitor the competitive landscape and
marketing trends
• Develop all sales tools, value propositions,
competitive positioning, launch scripts,
customer proof points, ROI metrics and
persona (target audience)
• Generate company awareness
through the PR and social media
• Own the consistency of all touch
points along the buyer’s journey
• Manage the Brand Identity (design)
on the website, presentation, content,
etc.
• Plan and execute demand generation
campaigns across all channels.
• Own the marketing prospect database.
• Analyze campaign effectiveness and
maximize Marketing ROI
• Own the content calendar
• Manage the marketing automation
system and integration with the CRM
Loyalty

4. ... how would you build your team and why?
Head of
Growth
Marketing
Content
Writer 1
Campaign
Marketing DACH
Campaign
Marketing UK
Gen
Nurture
Partnership
Marketing
Event
Manager
Content
Editor
Performance
Marketing
Email
Marketing
CRM
Content
Writer 2
Content
Video
Content
Writer 3
Events
Coordinator

5. 1. What are the Pricing Plans? What is the Average Selling Price? Price growth rate?
2. What are the Product Packages (Features)? Yearly or monthly contract?
3. What is the Value Proposition? What is the product messaging?
4. What is the persona of our target audience (Demographics, Job Role and Description, Pain Points, Values, Goals, Source of
Information and Interest, Objections)
5. How many Real Estate companies are there in Germany?
6. What other SAAS companies are targeting Real Estate companies?
1. How many contacts are currently in the database? What stage are they in the marketing and sales funnel: Leads, MQL,
Opportunities, Won (€/#)?
2. How long does an opportunity take to close? What is the win rate (Opportunity to Close / Lead to close)?
3. What channels are you currently using to generate leads in marketing? Inbound Sales?
4. What content are you currently using to generate consideration?
5. What is the growth rate in opportunity production and leads per quarter?
To Be Successful I Would Need the Following Information
PRODUCT MARKETING
MARKETING & SALES

6. ... which tactics (Inbound, Outbound) would you choose to drive demand?
Which budgets do you need?
AWARENESS
CONSIDERATION
DECISIONS
PURCHASE
Acquire
Qualify
Leads
Visitor
Nurture
Opportunity
• SEO/blogging
• Paid Online ads
• Short Videos
• 3rd party webinars
• 3rd party Podcasts
• Trade shows
• Partnerships
• 3rd party Publishers
• Whitepapers,
Infographics, etc.
• Webinars
• OnDemand videos
• Free Trial
• Email campaigns
• Retargeting (*2023)
• Newsblog email
• Targeted Content
• Lead Scoring
• Lunch & Learn
Focus on the industry problems
and users pain points
Focus on educating the
solution
€ 300,000
New MRR
3 - 4
months MRR
€ 900,000 – € 1,200,000
per year
Max. Budget spent - 30% of New ARR
• Deliver to Sales
• Negotiation
If possible, should be
automated by establishing
predetermined packages and
prices
Won
CTA: Forms on Landing pages
Prospecting
Sales
Marketing
Sales
Funnel
rney Funnel

7. … how would you calculate a lead generation case to deliver qualified leads that generate
300k € new MRR in our core market (project developers in Germany)?
VISITORS
LEADS
OPPORTUNITIES
REVENUE
€ 300k new
MRR
X Closed
deals
3%
à Create a business plan with data modelling based on revenue and demand generation predictions
Key required information
Data modelling approach
1. Average selling prices
2. Past conversion rates for each funnel stage
3. Current number of prospects / opportunities / leads in the
CRM system
1. Set revenue target
2. Define average selling price
3. Assign conversion rates for each stage of the funnel
4. Calculate closed deals needed to achieve revenue target
5. reverse calculate required opportunities / leads / visitors
utilising the conversion rates
Sales
Marketing
X%
X%
Outcomes from the modelling
à understand required traffic to achieve revenue target
à refine model based on gained insights on revenue and conversion metrics
à Optimize budget spending for each funnel stage and marketing activity
Sales Funnel

8. …which KPIs do you track to evaluate your performance?
VISITORS
LEADS
OPPORTUNITIES
REVENUE
PPC CTR, conversions rate
Blog subscribers
Trade shows registrated contacts
3rd party webinars webinar form registrations
Webinars
Email Campaigns
Retargeting
Newsblogs
webinar form registrations
call to action click rate, e.g. video
product demo sign-ups
white paper downloads
number of leads generated
number of prospects &
opportunities generated
value of prospect &
opportunities by scoring
mechanism
à maximise lead acquisition and conversion to valuable prospects & opportunities
Key KPIs Example sub-KPIs
Example activities
Sales Funnel

9. ...which hurdles do you see within your first 100 days at Alasco and
how would you handle them?
Market
Product
Team
• Generate detailed understanding of real estate market
• Develop insights into marketable target customer’s
• Understand competitive environment
• Understanding of the features and capabilities
• Commercial model and value preposition
• Vision of where the product is heading
• Integrating into the company culture
• Hire new team members to guarantee skill sets to fulfill key marketing tactics
• Build a collaborative, motivated and fun team environment
Performance
• Establish a cross- departmental collaboration environment
• Implementing a Lead scoring mechanism through the CRM system (Nurturing)
• Implement and communicate the KPIs and OKRs within the team (Dashboard)
• Optimize budget allocation

10. ... what would be the demand team's OKRs?
Objective Ensure the company meets the revenue targets - €300k new MRR
Increase new MRR from €Xk to €Xk per month
Attract X new marketing qualified leads
Generate €Xk in opportunities from marketing sourced leads
Document and implement the new Account Based Marketing process for lead nurturing (Scoring system)
Key Results
Objective Build a strong Growth Marketing team
Hire 13 people in the next 3 -6 months
Support with onboard new team members
Organize "Coffee and Learn" sessions 1 time ever 2 weeks
Organize a team retreat 1 time per year
Key Results
Objective Increase engagement on the website
Increase the CTR from X% to X% on demo requests
Increase the watch rate of an explainer video from X% to X%
Increase the number of pages viewed from X to X per session
Release X content material
Increase the average time on the website from X to X minutes
Conduct X A/B experiments on the landing page
Key Results
Objective Relaunch the company blog
Increase LinkedIn followers from X to X
Release X content articles in the leading industry online publications
Increase blog subscribers to from X to X
Publish X new blog articles by end of Q4 (1 per week / 12 per Q)
Key Results
Objective Boost the LinkedIn audience engagement
Increase the number of weekly shares from X to X
Increase the number of weekly comments from X to X
Increase the links Click-Through-Rate from X% to X%
Key Results
Objective Improve the SEO rating of the website
Achieve #1 place for top 5 relevant keywords
Add X new referral links (10 per month)
Increase Domain Rating score from X to X on Ahrefs (SEO - Backlinks)
Increase the referral traffic from X to X visitors
Key Results
Objective Improve Our PPC Campaign
Generate X leads from Google Search & Display
Generate X leads from LinkedIn
Generate X leads from Video
Achieve a Cost per Lead of less than €X
Increase Conversion rates from X% to X%
Achieve more than 3% CTR
Key Results
Objective Boost awareness with Third-Party'a
Publish X sponsored articles in the relevant publications of publishers
Sponsor X industry webinars with 100+ participants each
Speak in X conferences
Sponsor X trade shows with 500+ visitors in real estate/ construction
Send sponsored emails by X companys customers
Key Results
Objective Become a thought leader in the industry and increase the visibility of our expertise
Engage and interview X industry experts and thought leaders
Publish X articles by industry experts
Publish X on-demand videos (webinars, interviews, etc.)
Research and publish the Industry Report & Infographics
Organise X live webinars to educate our leads
Organize X-city Coffee Talks event for Sales Qualified Leads
Organize X-city Lunch & Learn event for partners
Obtain X certifications/ prizes
Key Results
Objective Nurture leads to drive opportunities
Generate €Xk in Opportunities from lead nurturing campaigns (ABM)
Generate X% of closed-won sales
Decrease email bounce rates from X% to X%
Implement Lead scoreing through the CRM system
Key Results
Team
Lead Generation
Lead Nurturing
Revenue Results
Objective Bring new inbound leads to the website
Increase the monthly visitors to the website from Xk to Xk
Obtain a Domain Rating score between X to X on Ahrefs (SEO - Backlinks)
Achieve a PPC CTR of more than 3%
Decrease homepage bounce rate (Google Analytics) from X% to X%
Key Results