A SaaS startup in Casablanca has a good product, a few loyal customers and one ambition: to sell in West Africa and Europe. But its website talks about features, its free trials do not turn into subscriptions and nobody really knows which channel brings in customers.
This SaaS marketing checklist helps software companies and SaaS startups selling from Morocco put things in order, step by step. This first part sets the framework: key figures, budget, the metrics to track and a 90-day plan. The second part brings together the checklists to tick. To talk it through with us, use our contact digital agency Morocco page.
How to use this guide
Read it with the person who owns the product and the person in charge of sales or marketing. Every item that is not settled gets an owner and a date.
- Part 1 (here): understand the context, set a budget, choose your metrics and plan.
- Part 2: tick, item by item, what is ready and what is still to do.
The guide is for SaaS startups, B2B software companies and scale-ups selling from Morocco to Africa and Europe. It starts from a simple idea: a good product does not sell itself. You need a clear message, a trial journey that leads to a subscription and channels you review every month.
Key figures for your SaaS marketing checklist
Morocco wants digital to become an export engine. The Digital Morocco 2030 strategy sets ambitious targets:
For B2B SaaS, LinkedIn is often the first channel to reach decision makers, in Morocco as well as in French-speaking Africa and Europe. The website should be at least bilingual French and English, and sometimes in Arabic depending on the target markets.
Budget planning worksheet
Fill in this worksheet with your own amounts. The prices shown are the "starting from" rates published today on our service pages; the final price depends on the quote, and the site does not say whether they include VAT.
| Item | Hello World reference (starting from) | Your budget | Owner |
|---|---|---|---|
| Website, product pages, pricing page | Website creation: MAD 9,000, MAD 25,000 (both packages reserved for companies under 24 months old), MAD 40,000 | ||
| Google and LinkedIn or Meta campaigns | Lead generation: MAD 7,000 + 30% of ad budget, MAD 15,000 + 25%, MAD 30,000 + 20% (first package reserved for companies under 24 months old; ad budget paid on top) | ||
| Strategy, positioning, expansion plan | Digital marketing consulting: on quote | ||
| Content (articles, case studies, demo videos) | On quote | ||
| Tools (CRM, email, analytics, booking) | Depends on your tools |
KPIs to track every month
You do not need dozens of numbers. These metrics are enough to see where the bottleneck is:
| Metric | Where to find it | What it tells you |
|---|---|---|
| Website visitors by source | Google Analytics | Which channels bring people in? |
| Trial sign-ups and booked demos | Product, CRM | Does the website persuade people to act? |
| Activation rate | Product | Do new users discover the value of the software? |
| Trial-to-paid conversion | Billing, CRM | Does the trial lead to a sale? |
| Customer acquisition cost | Marketing budget ÷ new customers | How much does one customer cost, by channel? |
| Monthly recurring revenue and churn | Billing | Do customers stay? |
Your 90-day action plan
| Period | Actions |
|---|---|
| Days 1 to 30 | Write the message in one sentence, rework the homepage and pricing page, set up tracking for sign-ups and demos, check that forms comply with Law 09-08 (and GDPR for Europe) |
| Days 31 to 60 | Improve activation during the trial (welcome emails, guided first steps), launch a test campaign on a single channel, publish the founders' first LinkedIn posts |
| Days 61 to 90 | Compare channels on cost per customer, prepare one expansion market (French-speaking West Africa or Europe), review the metrics and adjust the budget |
Need help putting this into action?
Hello World has worked with companies in Morocco for 16 years, with more than 900 projects delivered. The companies we support include Sabware, a Salesforce consulting firm (see our case studies page).
We start with an audit of your website, your trial journey and your acquisition channels. (+212 6 75 47 20 01)
