The B2B Marketing
Playbook that stops
the guesswork.
A 12-month, channel-by-channel plan for SaaS marketing teams of 2 to 20 — based on 114 teardowns of companies who went from $1M to $10M ARR in under 24 months. No fluff. No theory. Every page is something you can run this Monday.
THE B2B
MARKETING
PLAYBOOK
114 teardowns · 12 channels · 47 frameworks · 84 pages
Seven chapters.
One marketing year.
Positioning before campaigns
The 4-hour workshop we ran at Clearpath before every quarter. Template + the version that got us acquired.
ICP & segmentation
A 3-tier ICP spreadsheet, scored by fit + intent, with the exact HubSpot workflows that route leads to sales or nurture.
The 12-channel mix
Teardowns of paid search, LinkedIn, SEO, content, PR, partnerships, events, podcasts, email, community, ABM, and lifecycle — for SaaS companies at $1M, $5M, and $10M ARR.
Pipeline math & attribution
The $2 budget-vs-pipeline model we used at Clearpath — how to know which channel to kill in week three, not quarter three.
Content that compounds
Our Notion content-engine OS: briefs, ranking, updates, distribution. The 9 pieces that drove 41% of inbound in 2024.
Lifecycle & expansion
Onboarding sequences, expansion plays, churn saves. The email library that lifted NRR from 104% to 128%.
The marketing team hiring plan
Who to hire at $1M, $3M, $5M, $10M ARR — with real comp bands from 2025 Pavilion data.
Look at a page before you download.
Ingrid Halvorsen,
ex-VP Marketing, Clearpath.
Ingrid led marketing at Clearpath from Series A to the $340M acquisition by Atlassian in 2024. Before that she ran growth at Linear ($4M→$19M ARR) and worked in brand at MailerLite. She writes a weekly essay at ingrid.works and has advised 23 Series A–C SaaS companies.
"I've read 40 marketing books. This is the first one I've actually mailed to my entire team."
— Theo Pascal, Head of Marketing, Hydra Labs"The pipeline math chapter alone would be worth $2k as a paid course. She gave it away."
— Sam Ojomo, CMO, Kestrel AI"We followed chapters 3 and 4 to the letter. Q1 pipeline tripled. I don't know how else to describe it."
— Marisa Bell, VP Marketing, Forge.devStraight answers.
Is this actually free?
Yes. Full 84-page PDF, no paywall, no credit card. You give us an email and we send it. That's it.
Will I get spammed?
No. You'll get one welcome email with the PDF, then my weekly essay on Tuesdays. Unsubscribe from the first email — still keep the book.
Who's this for?
Marketing leads, founders, and CMOs at B2B SaaS companies between $1M and $25M ARR. Not useful if you're pre-revenue or consumer.
Is it updated?
Yes. 2026 edition released March 2026. I rewrite it end-to-end every January — what worked in 2023 mostly doesn't now.
Can I share it?
Please do. The only ask: send your colleagues to the download page so they get the updates, rather than forwarding the PDF.
Ready to stop guessing?
84 pages. Twelve channels. Seven chapters. One clear year.
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