You can’t afford for your marketing to only get going in Q2...
The B2B SaaS marketing newsletter you need to follow to get to Unicorn status.
Dearest readers,
Welcome to Unicorn Status 🦄 brought to you by Codi Marketing the fractional marketing team for B2B SaaS companies.
Thanksgiving is next week and Christmas is around the corner (5 weeks to be exact).
So, if you haven’t started planning for 2025, you could be in trouble.
This is the case for any SaaS business — start-up, scale-up or enterprise.
You need a clear, detailed strategy in place, so that you can hit the ground running as soon as the New Year starts.
Set yourself up for success and reap the rewards later down the line.
In this week’s newsletter, we are also bringing you email marketing tips and you can find out how Codi helped take a SaaS business from 0 marketing pipeline to $380k in q3.
If you want to do the same, get in touch.
Let’s dive in…
Unicorn Status is a bi-weekly newsletter that covers top start-up news, what’s trending in the world of B2B marketing and finally, a quick win that will help move the needle when it comes to your marketing.
What is New?
💰 AI start-ups make money faster than past hyped tech companies.
📍 Looking to open a office in a new location? Read this.
💃🏼 Oura has been valued at $5B after raising $75M.
🤐 SaaS CEO shares secrets to 1B in ARR.
What’s Trending?
If you haven’t started your 2025 marketing strategy, you’re already be behind…
We know, that sounds a bit dramatic.
But it’s true.
At Codi, we’ve already started working on our clients (and our own!)
Why so soon?
It’s actually not soon.
More mature SaaS businesses will have their company objectives and department KPI agreed by the end of Q3 and budget planning happens in November.
We should all be aiming for this or better.
So, why is it important to start early?
Because they have learnt from years of slow starts…
The last thing you want is to have a poor Q1. You can’t afford for your marketing to only get going in Q3. You have to set yourself up for success.
You might get away with it with other departments (not that we advise this), but remember marketing takes time.
Check out our article on building a go-to-market strategy in 2025.
Or if you need support — Codi can help.
Codi win of the week…
How Codi generated $380,000 worth of pipeline for a leading cybersecurity software company 🤑
Earlier this year a US-based cybersecurity SaaS business got in touch.
They work with CISO’s at Fortune 500 firms, but they hadn’t done any ‘real’ marketing before.
They knew they needed help.
Enter Codi…
To begin with, we helped the team align on their value proposition and we carried out a full website refresh - messaging, design and development (Gartner even gave us kudos…)
We also crafted a 360 degree marketing strategy aiming to drive brand awareness and website traffic through SEO and content, organic and paid social campaigns and email. Lastly we set up their reporting, so they could measure the impact accurately.
This is key.
Prior to working Codi they had zero marketing driven demos or pipeline.
Last quarter Codi drove:
🔥 16,000 website visitors
🔥 80 leads generated
🔥 48 demo requests
🔥 $380,000 worth of opportunities
And, we are just getting started…
Win at B2B marketing…
Email marketing tips to set you up in 2025 📧
Despite what you’ve heard…
Email marketing remains one of the most effective ways to engage with customers and drive conversions.
But, they have to be well-crafted and strategic.
Here are 8 tips to make your email marketing succeed in 2025.
1️⃣ Build a quality email list
It’s about the quality of your contacts not quantity
2️⃣ Segment your audience
Not all your subscribers are the same so divide your list by demographics, interests, or past behaviours
3️⃣ Craft engaging subject lines
Your subject is the first thing a recipient sees — keep it short, clear and intriguing
4️⃣ Personalise your emails
Prioritise personalisation because it increases relevance and engagement
5️⃣ Don’t forget mobile optimisation
Lots of people check emails on their phones so make sure they look good on all devices
6️⃣ Make sure your content is compelling
Your emails need to provide value and make sure they’re concise and to the point
7️⃣ Test and Optimise
Testing and reiterating is key to improving performance and A/B testing is key
8️⃣ Analyse your metrics
Monitor key metrics like pen rates, click-through rates, conversion rates, and unsubscribe rates
Email marketing is a great channel to use, but, only if done right.
Follow these steps, and set your email marketing up for success in 2025.
P.S. If you want more detail…
Follow our B2B Marketing community → videos dropping weekly.
We help B2B SaaS companies with their email marketing. Don’t have the time or capacity to do it yourself? Let us do it for you…
We help companies with marketing planning and analysis.
Codi is not an agency, we are a fractional marketing team. We work alongside you to determine your marketing goals and what fractional support you need. Once those have been decided, we continue to work with you to supersede those goals.
“Working with the team at Codi is completely different to working with a classic marketing agency. They’re not billing by the hour and saying ‘that isn’t our job’ – They truly muck in and work alongside the team to successfully grow the business”
VP Operations
That’s all for this week, see you next time!
Team Codi x