4 Keys to A Go-To-Market Plan

Copyright © 2015 by IQ Agency

4 KEYS OF A GO-TO-MARKET PLAN


The digital age has made it possible for a brand to create a self-perpetuating marketing system built on Owned and Earned media, and only triggered by Paid. This doesn’t happen by accident and requires rigorous planning.

Our approach incorporates a number of deliverables and sub-deliverables which ladder up to the Playbook:

• Brand Activation • Discovery • Journey Mapping • Content Strategy • Measurement & analytics • Playbook

2

THE OBJECTIVE



1. DISCOVERY

First we need to define and segment the target audience, map their behavior and understand their psychology. So we begin with what research is available and add Social Listening and Search Analysis to see what they have been saying and doing. We also examine the competition, the category and internal capabilities to identify opportunities and barriers. Together we then decide what gaps in our knowledge need to be filled.

ORGANIZATION Objectives & Goals Brand Positioning Lead Gen Methodology Technology Landscape Stakeholder Interviews

COMPETITORS Competitive Analysis

CATEGORY Review of Research Secondary Research Business Trends

CONSUMER Segmentation Personas Search Analysis Social Listening Interviews


2. WHERE & WHEN TO CONNECT

4

Next we map the journey that each target audience segment takes, not only to purchase, but also post-purchase to loyalty and advocacy. With the complexity of influences and touch-points today, it is vital that we understand exactly how consumer segments typically behave. Journey Mapping reveals the critical interaction and influence points where we can focus our resources for maximum impact.



Knowing where and when to connect is not enough. Content Strategy tells us what to say, and how to say it, to each segment, at each of the key interaction points on the journey. Knowing the segment, the stage of their journey and the context allow us to deliver exactly the right message at the right time.

5Copyright © 2015 by IQ Agency

3.

Copyright © 2015 by IQ Agency 6

4. THE PLAYBOOKOur work results in a set of recommendations called the Playbook, which is a roadmap of qualified tactics prioritized by their ability to achieve specified business goals. This step-by-step game plan includes an estimate of performance, costs and resources required, and acts as the guide for all marketing activity, including media.


Copyright © 2015 by IQ Agency 7

INTERNET

CONTACT

Zevi Solomon 678-449-2008 [email protected]

For a complete review of IQ’s strategic method including examples of deliverables and case-studies please contact us.

* For an overview of the new marketing model view “Connect, Cultivate, Convert”: https://iq.box.com/3Csmodel

https://iq.box.com/3Csmodel

4 Keys to A Go-To-Market Plan

Marketing

Transcript of 4 Keys to A Go-To-Market Plan