A 30-Day Marketing Plan for Small Teams (SaaS & E-commerce)

Most marketing plans fail for a simple reason: they're written for a team that doesn't exist. Five channels, daily posting, a podcast, a rebrand. A team of one to three people can't run that, so nothing gets finished.

This plan is built for a small team with about 5 to 8 hours of marketing time a week. It is ordered by revenue impact, not by what's fashionable, and it has two tracks: SaaS and e-commerce. Most actions apply to both; where they differ, both versions are given.

The logic behind the order

1. Measure first. You can't prioritize what you can't see. Two hours of tracking set-up saves weeks of guessing.
2. Fix leaks before adding traffic. If your homepage doesn't say what you sell, more visitors just means more people leaving.
3. Capture demand that already exists before creating new demand. People already searching for your category, and people who already bought from you, are the cheapest revenue you'll find.
4. Test one new channel, properly. One channel with a budget, a deadline and a success criterion beats five channels done halfway.

Before day 1: your one-page baseline

Fill this in, even roughly. Write "unknown" where you don't know; week 1 fixes that.

Metric	Value today
Main goal (sales, sign-ups, demos, MRR…)
Monthly visitors
Visitor → goal conversion rate
Monthly revenue
Average order value (e-com) or ARPA (SaaS)
Top 3 traffic sources
Top 5 pages by traffic
Monthly marketing budget (cash)

Week 1: Measure, then fix the leaks

Goal of the week: every visitor who could buy has a clear reason and an easy path to do it, and you can count how many do.

Measurement (both tracks)

• Check that your key conversion is tracked in your analytics (sign-up, trial start, demo request, purchase).
• Connect Google Search Console if you haven't. It's free and shows the searches that bring you visitors.
• Add "How did you hear about us?" to your sign-up form or order confirmation page. Options: Google search, AI assistant (ChatGPT, Perplexity…), friend or colleague, social media (which one), podcast or newsletter, other (free text).

The homepage in 3 fixes

• Headline: say the outcome, for whom. Formula: [Outcome] for [audience], without [main pain]. "The all-in-one platform for creators" becomes "Get paid on time, without chasing clients" (example).
• One primary call to action above the fold. Other links can stay, but one button should stand out.
• Proof near that button: a rating, a customer count, three recognizable customer names or one short testimonial (real, with permission).

Track-specific

SaaS	E-commerce
Sign up on your own product on mobile and count the steps to first value. Remove one.	Buy a product on mobile, start to finish. Note every moment you hesitate.
Pricing page: add a recommended plan and an FAQ on billing, cancellation and data.	Show shipping costs and delivery times on product pages, not only at checkout.
If pricing is "contact us" for small customers, publish at least a starting price.	Check your free-shipping threshold against your average order value.

Week 2: Capture the demand that already exists

Goal of the week: turn people already looking for what you sell into visitors, and visitors into contacts.

Search (both tracks)

• In Search Console, find pages in positions 8–15 with many impressions, and queries with high impressions but low click-through rate. Rewrite those titles and meta descriptions, and add internal links to the pages. Our step-by-step Search Console guide shows exactly how.

Track-specific

SaaS	E-commerce
Publish one "[leader] alternative" page if customers often switch from a known competitor.	Rewrite your 5 best-selling product pages: benefit-led title, three key facts, a size or use guide, and genuine reviews.
Write a trial or onboarding email sequence (4–5 emails) built around the moment users first get value, if you don't have one.	Set up an abandoned cart flow (around 1 hour, 24 hours and 72 hours after) if you don't have one.
Check whether competitors bid on your brand name on Google. If they do, a small brand campaign protects those clicks.	Make sure your products are eligible for free listings in Google Shopping via Google Merchant Center.
Add a lead magnet for visitors not ready to try (a template, calculator or checklist your audience actually uses).	Add a welcome offer or welcome series for newsletter sign-ups that fits your brand (early access works for premium brands that don't discount).

Week 3: Grow revenue from existing customers

Goal of the week: the people who already trust you buy again, buy more, or bring someone.

SaaS	E-commerce
Interview 5 customers (20 minutes each). Ask: what were you using before, what almost stopped you buying, what result do you get now?	Send a review request 7–14 days after delivery (adjust to how long it takes to use the product).
Turn the best interview into a case study with a real number (with the customer's approval).	Write a win-back email for customers who haven't ordered in a long time compared with your usual repurchase cycle.
Offer an annual plan with a clear discount if you only sell monthly.	Create 2–3 bundles of products often bought together.
Ask happy customers for referrals at the moment of success (after a milestone, not at random).	If your product runs out (consumables), send a replenishment reminder timed to typical use.

Email rules to respect: in the US, the CAN-SPAM Act requires an honest sender name and subject line, your physical mailing address and an opt-out you honor within 10 business days. If you also email people in Canada or Europe, their rules generally require prior consent. Always include a simple unsubscribe link.

Week 4: One growth bet, then review

Goal of the week: start one new channel with a clear test, and decide what to keep.

Pick one of these, based on your audience:

SaaS options	E-commerce options
Founder-led LinkedIn: 3 posts a week from the founder's real story and numbers, for B2B.	Micro-creator gifting: send products to 10–20 creators whose audience matches, with no obligation to post. If they do post, the FTC expects a clear disclosure ("#ad", "gifted").
"Best X" lists and AI answers: pitch the authors of the lists that rank for your category. See our GEO guide.	Short videos: 3 UGC-style scripts with different hooks, for Reels/TikTok and later as ads. Label AI-generated video where the platform requires it.
Partners or affiliates: list 30 consultants, agencies or creators who already recommend tools like yours.	Retargeting: a small campaign for cart and product-page visitors, with objection-handling and proof ads.

Write the test before you start:

We will try [channel] for [4–6 weeks] with [budget / hours per week]. It's a success if [metric] reaches [threshold]. We'll decide on [date].

Example: "We'll try founder-led LinkedIn for 6 weeks, 3 posts a week, 2 hours a week. Success = 10 demo requests that mention LinkedIn. Decision on December 15."

Your weekly time budget

Task	Time per week
Monday review: numbers, what shipped, this week's top 3	30 min
Week's main task (from the plan)	3–5 hours
Approving or editing drafts	1–2 hours
Talking to customers	1 hour

If you can't find this time, cut the plan, not the review. A weekly review with only one action is better than a full plan with no review.

What to leave out this month

• A rebrand or new website (fix the existing pages first).
• Being present on every social network.
• Broad blog posts like "What is invoicing?" before you have pages for buyers ("best invoicing app for freelancers", "[leader] alternative").
• Big influencer deals before small tests.
• Discounts as a default tactic, especially for a premium brand.

The day-30 review

Answer these five questions and keep the page:

1. Which actions shipped? Which didn't, and why?
2. What moved: conversion rate, sign-ups or orders, revenue? (Compare with your baseline.)
3. What did "How did you hear about us?" reveal?
4. Does the week-4 test meet its success criterion, is it too early, or is it a stop?
5. What are the three highest-impact actions for the next 30 days?

For question 5, use a simple score: impact × confidence ÷ effort. Our guide on prioritizing by revenue impact shows how, with examples.

How Toby does this for you

Toby builds this plan around your company instead of a template:

• During sign-up, Toby reads your website, runs a growth audit (SEO basics, homepage conversion basics, and whether AI assistants recommend you) and asks for your goal (sales, leads, sign-ups, MRR or appointments) and monthly budget.
• Toby, your AI CMO, then writes your 30-day plan and your first three recommendations. Each recommendation names the page or channel concerned, shows the evidence, sizes the impact with explicit assumptions and comes with the first step ready to use.
• The specialist agents prepare the work: Leo writes the page and title rewrites, Mia and Sam prepare ad campaigns for you to launch, Jade and Nina prepare social posts and video scripts, Noah prepares partner and affiliate outreach.
• Toby posts a daily brief and a weekly report in your team feed, and new recommendations appear as your data changes. Nothing is published or spent without your approval unless you switch an agent to autopilot, and ads are never launched on autopilot.

Run the free growth audit to get the first part of your plan, or see pricing.