The 90-Day B2B Roadmap
From zero to pipeline, phase by phase. The exact roadmap I run with B2B companies in the US and LATAM.
From zero to pipeline. Phase by phase. This is the exact roadmap adapted from real engagements with B2B companies in the US and Latin America. Not theory. Not a SaaS blog repackaged. A real plan you can start executing today.
Who This Is For
You're a B2B marketer or founder who knows you need digital presence but doesn't know where to start. Maybe your boss asked for "a marketing plan" and you need something concrete. Maybe you just fired your agency and need to prove you can do this yourself.
90 days gets you from invisible to visible with early pipeline signals. Set realistic expectations: full pipeline maturity in B2B takes 6–12 months. But 90 days is enough to show momentum.
Phase 1: Foundation (Days 1–14)
Goal: Get your house in order before anyone sees it.
| Day | Action | Outcome |
|---|---|---|
| 1–3 | Define ICP: job titles, industries, company size, geography. Write it down. | One-page ICP document the entire team can reference |
| 3–5 | Optimize company page: banner, about section, CTA button, custom URL | Company page ready to receive traffic without embarrassing you |
| 5–7 | Activate 3–5 employee profiles: headlines, about sections, profile photos | Human faces representing the brand (not just a logo) |
| 7–10 | Install tracking: LinkedIn Insight Tag, GA4, UTM parameter system | Every click from this point forward is measurable |
| 10–14 | Run the competitive visibility audit (Chapter 8) | Know what you're up against and where the gaps are |
Common mistake: Skipping Phase 1 because it feels like busywork. It's not. Running ads to an unoptimized page with no tracking is burning money. Every company I've seen waste budget skipped this phase.
Phase 2: Content Engine (Days 15–45)
Goal: Start showing up where your buyers scroll.
| Week | Action | Outcome |
|---|---|---|
| 3–4 | Define 3–5 content pillars tied to buyer pain points (see Chapter 6) | Content strategy document your team can execute against |
| 4–5 | Create first 8 posts (2 per pillar). Mix formats: carousels, text, documents | 2 weeks of content ready to publish |
| 5–6 | Launch employee advocacy: each person posts 1x/week minimum | Multiple voices in market multiplying your reach |
| 6–7 | Start the comment strategy: engage with 20–30 ICP accounts daily | Visibility beyond your own feed, into your buyers' networks |
What to expect by Day 45:
- Profile views increasing week over week
- First engagement from non-employees on your posts
- A rhythm that your team can maintain
- Early signals about which content themes resonate
Phase 3: Paid Amplification (Days 46–90)
Goal: Turn organic traction into predictable pipeline.
| Week | Action | Outcome |
|---|---|---|
| 7–8 | Launch awareness campaign: Sponsored Content targeting your ICP | Brand in front of the right eyes, consistently |
| 8–10 | Add retargeting: website visitors + engaged LinkedIn audience | Warm audience nurturing (people who already know you) |
| 10–12 | Launch lead gen forms or ABM campaigns to high-intent segments | Direct pipeline generation with measurable CPL |
| 12–13 | Review all data. Optimize. Report to leadership with real numbers. | Data-backed case for continued (or increased) investment |
Budget guidance: For Phase 3, plan $2,000–5,000/month in ad spend depending on your market. LinkedIn CPMs are higher than Meta. B2B CPLs typically range $50–150. Your ICP specificity and content quality are the biggest levers for bringing that down.
The 90-Day Dashboard
Track these metrics weekly:
| Metric | Phase 1 Baseline | Day 90 Target |
|---|---|---|
| LinkedIn page followers | Record on Day 1 | 2–3x baseline |
| Weekly post impressions | Record on Day 1 | 5–10x baseline |
| Website visits from LinkedIn | Record on Day 1 | Consistent weekly traffic |
| Leads from LinkedIn | Likely 0 | First qualified leads |
| Cost per lead (Phase 3) | N/A | Below $150 |
Your AI Prompt Kit
How to use these prompts: Fill in the [PLACEHOLDERS] and paste into any AI assistant. Prompt 1 generates your custom roadmap. Prompts 2 and 3 build on it with specific content and milestones.
Prompt 1: Custom 90-Day Plan Generator
Why this prompt works: Generic roadmaps fail because every company starts from a different place. This prompt takes your specific inputs (stage, budget, team size) and generates a phased plan you can actually follow. It uses the Foundation > Content Engine > Paid Amplification framework calibrated to your reality.
Expected output: A personalized 13-week action plan you can print, put on the wall, and execute against.
Prompt 2: Weekly Content Calendar Builder
Why this prompt works: Most B2B teams know they should post but don't know what to post each day. This generates 4 weeks of content tied to your pillars, with specific topics, formats, and hooks. It eliminates the "blank page" problem.
Expected output: A month of LinkedIn content ready to draft. No more staring at a blank screen.
Prompt 3: Milestone and KPI Tracker
Why this prompt works: Without milestones, 90 days feels like a blur. This prompt creates the specific checkpoints you need to know if the plan is working, and what to adjust if it's not. It also gives you the reporting template your boss needs to see.
Expected output: A milestone document with specific numbers to hit, warning signs to watch for, and a reporting template your CFO will respect.
Want someone to run this audit for you?
I do free 15-minute B2B audits for companies selling across US and LATAM. No pitch. I'll tell you what I see.
Book Free Audit CallCarlos Herrera | Media Growth Partner for B2B Tech
Carlos runs B2B paid media programs for companies selling across the US and Latin America. $3M+ in media managed. ABM-first, AI-first.
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