How to Solve for Growth with Limited Resources for Marketing Expansion

Private equity-funded B2B SaaS companies often face aggressive growth targets coupled with limited budgets and headcount for marketing expansion. Lean teams must drive awareness, generate leads, and support Sales - all while operating as efficiently as possible. Insufficient progress with tight resources can hinder growth and complicate future funding efforts.

The accumulation of accrued inefficiencies within marketing functions, known as GTM Bloat, worsens this problem. Manual, repetitive tasks consume time and budget that could fuel growth. A smarter approach can break this cycle.

How to Expand Marketing Efforts with Limited Resources

Two key Copy.ai workflows can help go-to-market teams expand their marketing efforts despite limited resources:

1. Top of the Funnel (TOFU) SEO Posts (Content Generation package)
2. Paid Media Copy (Campaign Execution package)

These workflows, as part of a cohesive GTM AI strategy, allow teams to generate high-quality content quickly while optimizing paid campaigns to maximize ROI. This frees up resources for strategic initiatives that drive GTM Velocity rather than execution tasks.

1. Top of the Funnel (TOFU) SEO Posts

This workflow, part of the Content Generation package, automates the creation of SEO-optimized blog posts to drive top of funnel awareness and website traffic.

Inputs Needed:

• High-volume keyword to target with the post

What the Workflow Does:

• Step 1: Analyzes the target keyword to identify related topics and questions to cover
• Step 2: Conducts research to gather statistics, examples, and insights to include
• Step 3: Outlines a comprehensive post covering the key topics and subtopics
• Step 4: Drafts a 2,000 to 4,000 word blog post incorporating the outline and research
• Step 5: Adds relevant internal links to other key pages on the website
• Step 6: Incorporates external links to high-authority sources to build credibility

The workflow produces high-quality, SEO-friendly content quickly and ensures comprehensive topic coverage. Website visibility and organic rankings for important keywords improve. Content strategists can focus on high-level editorial planning and promotion instead of writing first drafts.

Example in Action: A B2B SaaS content marketer could input a target keyword like "marketing automation best practices". The workflow would return a near-publish ready longform blog post optimized for that keyword, complete with internal links to relevant product pages and external links to trusted sources like industry reports. Hours of research and writing time disappear.

2. Paid Media Copy

This workflow, part of the Campaign Execution package, generates ad copy at scale to fuel paid media campaigns across search, social, and display.

Inputs Needed:

• Details of the paid media campaign (e.g. ad type, platform, CTA)
• Target keywords and audiences for the ads

What the Workflow Does:

• Step 1: Brainstorms dozens of headline options incorporating the keywords
• Step 2: Drafts multiple versions of ad copy for each headline
• Step 3: Generates different length variations (e.g. 25, 50, 75 characters) to fit platform requirements
• Step 4: Tailors copy to the motivations and pain points of each target audience
• Step 5: Translates ad copy into selected languages for international campaigns

The workflow allows rapid experimentation with ad copy variations to identify top performers. High-velocity creative testing and campaign optimization maximize return on ad spend (ROAS). Executing multilingual campaigns becomes more time and cost efficient.

Example in Action: A B2B SaaS demand generation marketer could input campaign details for a new ebook promotion targeting VPs of Marketing in North America and Europe. The workflow would produce dozens of ad copy variations in English, French and German for quick launch and testing. The marketer could then reallocate budget to the winning copy and creative pairings to maximize lead volume and cost efficiency.

Putting Them Together

The TOFU SEO Posts and Paid Media Copy workflows allow lean B2B SaaS marketing teams to:

1. Rapidly build organic traffic and rankings with SEO-optimized blog content
2. Amplify reach and lead volume with efficient, large-scale paid campaigns
3. Accelerate creative experimentation to maximize ROI across channels
4. Free up significant time and resources for strategic, high-impact work

The SEO-optimized blog posts can serve as the foundation for paid content distribution campaigns. The Paid Media Copy workflow can then generate ads to drive traffic to those posts. This integrated organic and paid approach boosts the return on content investments.

Why Copilots Aren't Sufficient

AI copilots like ChatGPT can help with individual content or copywriting tasks, but they can't orchestrate efficient, integrated go-to-market campaigns. Key issues with copilots include:

• Lack of control over brand voice, messaging and style across assets
• Inability to enforce content strategy, workflows and approval processes
• Disconnected efforts across organic, paid and other marketing channels
• Time wasted providing repeated prompts, edits and feedback on outputs

A purpose-built GTM AI Platform like Copy.ai ensures brand consistency and strategic alignment across channels and asset types. Time savings and better results follow compared to generic AI tools.

Looking Ahead

The time and resources saved by operationalizing these Copy.ai workflows allow B2B SaaS marketing teams to reinvest efforts into higher-leverage activities such as:

• Launching integrated multi-channel campaigns around key content assets like whitepapers and webinars
• Partnering with Sales on account-based marketing (ABM) plays for high-value target accounts
• Building out lead nurturing email drips and in-product onboarding flows to drive conversions

B2B SaaS teams can implement additional Copy.ai workflows to further improve go-to-market efficiency and impact:

• Thought Leadership Posts to fuel executive communications on key industry topics
• Customer Story & Case Study workflows to equip Sales with persuasive social proof
• Content Distribution Briefs to amplify marketing assets across earned and owned channels

An expanding suite of fit-for-purpose content automation workflows allows marketing to become a growth engine for the business - even with lean budgets and headcount. The right GTM AI strategy breaks the GTM Bloat cycle and accelerates GTM Velocity.

Related Resources

If you found this guide helpful, then you might also be interested in the following resources:

• How Companies Can Eliminate Bloat and Improve CAC with Chris Walker: In this podcast episode, Chris Walker discusses strategies for reducing bloat and improving customer acquisition costs.
• Exploring ARR per Employee with Kyle Poyar: Kyle Poyar dives into the key metric of ARR per employee and how it relates to efficient growth in this insightful podcast.
• Shifting Focus to Profitable, Efficient Growth: This blog post explains why B2B SaaS companies must prioritize profitable, efficient growth - especially in today's economic climate.

These resources provide additional perspectives and tactics for driving efficient growth with limited resources. To learn how Copy.ai's AI-powered workflows can help you achieve your growth goals, book a demo with one of our experts today.