Building an Integrated Marketing Plan
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Transcript of Building an Integrated Marketing Plan
Margaret Dawson CMORival IQ
Building Your Integrated Marketing Plan
@seattledawson
#MarketingBootcamp
Digital Marketing Analytics with a Competitive Edge
Integrated Marketing
What is Integrated Marketing?
Unifying traditional and non-traditional marketing channels and applying
consistent branding, messaging and strategies and using cross-channel
promotions so channels reinforce and strengthen each other.
Why is it important?
Cross-Marketing Collaboration
Who Owns It?
What if You Own Only One Piece?
Get Your Piece Integrated
The Whole is Greater
than the Sum of the Parts
Digital Marketing Analytics with a Competitive Edge
Creating the Plan
Bring Together the “Team”
Establish (company) as a global (industry)
leader by creating and communicating a
consistent, compelling, and differentiated
story that drives target customer
awareness, preference and revenue.
Create a Marketing Charter
Draft the Plan Together
Digital Marketing Analytics with a Competitive Edge
The Plan
15
1. Market & Competitive Analysis
2. Marketing Objectives & Strategies
3. Marketing Channels & Tactics
4. Metrics of Success
5. Team Plans
6. Integrated Marketing Calendar
7. Marketing Budget
8. Go-to-Market
9. Messaging and Positioning
10. Reporting
Components
Integrated Marketing Plan
DISCLAIMER
I have used examples throughout this plan. These are made-up examples and not meant to represent any specific company or market.
Digital Marketing Analytics with a Competitive Edge
1. Market Analysis
18
Market Category Here
What Market are we in?
~$15 Billion Market in 2014,
growing by ~10-12% a year
Description of the market category. This needs to be a
preexisting market not one you make up.
19
What Hill Are We On?
Sub-market or category
~$1.3 Billion Market in 2014,
growing by 18% over next 5 years
Expected to surpass $3B by 2019
Description of this sub-category. Also must be
something that already exists or is categorized.
20
Your Unique Market Niche or Capability
What is our Flag on that Hill?
This is something you can do that no one or
few others in the market provide. This you can
create.
Competitive LandscapeEnterprise Market
SMB Market
On-premise Cloud
Competitor
Competitor
CompetitorYour Company
Competitor
Competitive Landscape V2
23
Competitive Communication Audit
Marketing Situational AnalysisStrengths
• Strong customer base with high satisfaction
• Excellent spokespeople across exec and extended team
• Foundation of content and materials to leverage
• Strong momentum around awards, PR and analyst reports
• Clear product roadmap and release schedule
Weaknesses
• Still not being included in all related articles and reports
• Not seen as clear leader in any particular market
• Confusion around market category and space
• Brand awareness still low compared to competition
• Social media presence and engagement low
• No focus on customer references / case studies
Threats/Challenges
• Increasing competition from a wide range of vendors
• Market consolidation – noisy M&A environment
• Limited budget and resources to manage multiple partner marketing plans and initiatives – spreadtoo thin
• Hard to identify the long-tail searches and terms people use to find us
• Social media environment complex and multi-channels – hard to keep up
Opportunities
• Use partnerships to make company perception bigger than reality
• Use product releases to show platform/technology innovation, create media buzz and increase competitive edge
• Building out good content machine to use across marketing mix
• New Website content should improve SEO traffic
• Use customers to show proof points with prospects and analysts/media
Challenges & Actions Required
1. We are NOT in the market
conversation – low share of voice
2. Too many different brand messages
and conflicting channels
3. Competitors are acquiring quickly and
building market share
4. Not focused enough on existing
customer satisfaction
5. Product development cycle too slow –
new products lagging
Invest more in public relations, social
media and events – get out there!
Simplify and unify our story with new
messaging and deliver consistently
Deliver improved competitive
intelligence and recommendations
Provide clear NPS statistics and create
new customer-focused programs
Create inflection points beyond
product to make news and noise
Therefore, our marketing needs to:
Digital Marketing Analytics with a Competitive Edge
2. Marketing Objectives and Strategies
Start with the End in Mind
28
Top Business Goal
$500K New Revenue in 2015
29
Top Supporting Marketing Goals
1. Be seen as the destination and expert
source for our target market
2. Grow demand generation database with
quality leads
3. Increase lead to sales qualified
conversion rate
4. Reduce churn
30
Marketing Strategies
Research &
DiscoverEvaluate Engage Purchase Validate Use Grow
Be Seen as Experts
Build influencer program and grow 3rd
party blog program to increase mentions
and association
Increase thought leadership and
market presence through speaking
engagements, blogs, etc.
Grow Leads
Expand SEO and PPC content to
increase quality score and search results
Identify and invest in top demand
generation channels, including live and
online events, syndication, etc.
Increase Conversion
Drive more content and programs around value prop, how to’s and top use cases
Evaluate pricing and packaging and
recommend changes and/or promotional
initiatives
Reduce Churn
Implement customer education and communication
programs to increase customer success
with product
Show more customer love through gifts,
events, etc.
Aligned to Buyer’s Journey
Content & The Buyer’s Journey
Research &
DiscoverEvaluate Engage Purchase Validate Use Grow
• Messaging and Positioning
• Website content
• Blog
• Newsletter
• Trial User Training Webinar
• Trial User Email Cadence
• PR Articles
• 3rd Party Referral Blogs
• Speaking Engagements
• Two-page Overview
• How-to Videos
• Getting Started Guide
• Competitive “Battlecards”
• Analyst reports
• Case Studies
• Best Practices Whitepapers
• Customer Testimony
• Customer Webinars & Training
• Awards & Reviews
• Customer Email Cadence
• Quarterly NPS
research
• Customer upgrade
promotions
• Customer Events
31
Digital Marketing Analytics with a Competitive Edge
3. Marketing Tactics
Awareness
& Thought
Leadership Events
Digital
Strategy
Product
Marketing
Content /
Documentation
Sales
Enablement
Demand
Gen / Lead
Mgmt
Partner
Marketing
Marketing
Strategy &
Operations
Global
Marketing
Messaging Corporate
Events
Website /
Blog Ops
Voice of
Customer
Collateral University DG
Campaigns
Channel
Mktg
Competitive
Intelligence
Regional
Plans
Evangelism Technology
Events
SEO / SEM Product/Solutio
n Messaging
API Docs Internal Sales
& Training
Lead
nurturing &
scoring
MDF
Program
Mgmt
Strategic
Projects &
Initiatives
Localized
campaigns
Branding /
Advertising
Industry
Events
eCommerce Launch Plans &
Implementation
Product
Technical Docs
Partner
training
Lead
Conversion
Flow
Strategic
Alliance
Mktg
Metrics &
Reporting
Global
Budget
Mgmt
PR – AR Partner
Events
UX / UI -
architecture
External
Roadmap
Getting Started/
How to / User
Guides
Sales tools &
Playbooks
Content
Syndication
OEM
Partner
Marketing
Salesforce
Admin
Global
Launches
Tht Ldrship
Campaigns
Analyst
Events
Web Content Market
Research
Infographics /
Digital Content
Customer
References
Online
Campaigns
Solution
Partner
Marketing
Budget &
Procurement
Exec /
Internal
Comms
Webinars Blog Content Product
Evaluations
Web Content DG Asset
Mgmt
Partner
Events
Speaker’s
Bureau
Social Media Demos /
Product
Overviews
Graphic Design Partner
Lead Gen
Marketing Areas & Tactics
Try to Focus on Top Channels
Top Channels
SEO
PPC / SEM
Targeted 3rd Party Blogs
Content Marketing
Email Marketing
Social Media
Public Relations
Engineering as Marketing
Digital Marketing Analytics with a Competitive Edge
4. Metrics of Success
36
2015 Metrics Snapshot
Overall Direct Channel
Total New Revenue $500k $320,000 $180,000
Average Deal Size $6k $5k
# of Deals 90 54 36
# of Qualified Leads (10% qualified to deal)
900 540 360
# of Leads Required (15% Lead to Qualified)
6,000 3,600 2,400
37
Total Revenue for Year: $504k
Success Metrics: Revenue
42000
72000
90000
120000
20000
40000
50000
70000
0
20000
40000
60000
80000
100000
120000
140000
Q1 Q2 Q3 Q4
Revenue by Quarter
Direct Channel
38
Total Number of Deals for Year: 90
Success Metrics: Deals
7
12
15
20
4
8
10
14
0
5
10
15
20
25
Q1 Q2 Q3 Q4
Deals by Quarter
Direct Channel
39
Total Qualified Leads for Year: 900
Success Metrics: Qualified Leads
70
120
150
200
40
80
100
140
0
50
100
150
200
250
Q1 Q2 Q3 Q4
Qualified Leads by Quarter
Direct Channel
40
Total New Leads for Year: 6,000 required
Need to front load due to 3 – 6 mos sales cycle & prep for next year
Success Metrics: New Leads
2,000
3,000
2,000 2,000 2,000
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
New Leads by Quarter
Marketing ScoreCard
Strategic
ObjectiveItem Target Metric Q1 2015
Grow Revenue New Revenue • $500k
Grow LeadsNew Leads • 6000
New Qualified Leads • 900 qualified
Increase
Conversion
Conversion Lead to Sales Qualified
• 15%
Be Experts in
Market
PR / Social Share of Voice • Top 3
Analyst Rankings • Leadership Rankings
Reduce Churn Customer churn rate • Under 5% by Q2
= on track, trending right direction
= at risk, issues or delayed
= goal not met, cancelled or high risk
Digital Marketing Analytics with a Competitive Edge
5. Team Plans
Digital Marketing Analytics with a Competitive Edge
Demand Generation
44
Goals
1. Xx
2. Xx
3. Xx
Demand Gen Goals & Strategies
Strategies
Xx
Xx
Xx
DG Team ScoreCard
Strategic
ObjectiveItem Quarterly Goal Q1 2015
Grow Revenue Monthly Recurring Revenue
New Leads
Website leads
Event leads
Other leads
Conversion
Rates
Inside Sales /
Telemarketing
Lead
Nurturing
Sales
Campaigns
= on track, trending right direction
= at risk, issues or delayed
= goal not met, cancelled or high risk
Lead Nurturing Program
Raise Hand: Registration, online media, event
7
Marketing 1: Thank you letter with offer
21
Marketing 2: Informative content with call to action
21
Marketing 3: Segmented info with call to action
21
Marketing 4: Demo or high value with call to action
Lead Generation call
Follow-up email based on call with deliverable
If become Opportunity, sales takes over and
continues touches and deliverables
Moves through opportunity stages
Sales Nurturing: Qualified through Opportunities
Bi-monthly Newsletter
Event / Webinar invites
Analyst reports or news articles
Marketing NurturingCommunicationsCadence:
Sent to all leads, opportunities,
customers and connections
If under 40 pts or no action,
move to cadence If over 40 lead points,
automatic sales call
If no decision
within 6
months, goes
back to
marketing
nurturing
46
Digital Marketing Analytics with a Competitive Edge
6. Marketing Calendar
Integrated Marketing Calendar
Digital Marketing Analytics with a Competitive Edge
7. Marketing Budget
2015 Marketing Budget
Budget Category 1Q 15 2Q 15 3Q 15 4Q 15 FY 15 Total
Total Marketing
Programs840,000 1,050,000 955,000 865,000 3,510,000
Demand Generation &
Sales Enablement100,000 300,000 200,000 100,000 700,000
Partner Marketing 50,000 50,000 50,000 50,000 200,000
Digital Strategies 25,000 25,000 25,000 25,000 100,000
Awareness & Thought
Leadership75,000 75,000 75,000 75,000 300,000
Events 150,000 150,000 150,000 150,000 600,000
Content / Documentation 15,000 25,000 30,000 40,000 110,000
Product Marketing 50,000 50,000 50,000 50,000
Marketing Strategy &
Operations25,000 25,000 25,000 25,000 100,000
Global / Field Marketing 350,000 350,000 350,000 350,000 1,400,000
Exec Summary
Digital Marketing Analytics with a Competitive Edge
8. Go-to-Market
52
What is Our Go-to-Market Strategy? D
ire
ct
• Enterprise
• How do you reach them
Thro
ugh C
hannel
• What kind of channel
• How do you reach them
• How do you partner with them
• Why do you need them
Part
ner A
ttach • Integrate with
other technologies
• How do you choose which partners
• How does the integration work
52
53
Value Prop by Go-to-MarketD
ire
ct
• What is the value prop for these customers
Thro
ugh C
hannel
• What is the value prop for these customers
Part
ner A
ttach • What is the
value prop for these customers
53
54
Target Geographies
1. North America *
2. Western Europe
3. Asia Pacific
4. ROW
Target Market
Hubspan Confidential
Target Companies
1. Enterprise
2. SMB through Channel
* Marketing investment will focus 1H 15 on North American
55
Media
• Technology
• Business
• Regional
Bloggers / Influencers
• Business
• Cloud
• Big Data / Tech
Secondary Target Audiences
Analysts
• Enterprise IT
• Cloud
• Big Data
Investors & Employees
56
Target Customer Personas
SMB Small
2 – 99 employees
SMB Medium
100 – 1,000 employees Enterprise
Bob Smith
CEO
BS Engineering
Rita Mehta
VP, Technology & Security
Big Deal Pharmaceuticals
Antonio Clarkston
CIO
Mongo Bank Worldwide
Through Channel & Technology Partners Direct Sales
57
Our Target Customer: SMB Small
• Largest group of SMBs worldwide
• Once 25 to 50 employees, has at least one internal IT
person – but needs expertise from channel partner
• Owner usually still approves all “IT” decisions
• Sample industries would be:
eCommerce retailers
High-tech companies
Healthcare Offices
Engineering firms (CAD/CAM)
Restaurants / Small Shops
Food or Alcohol Distribution / Manufacturing
Media or production companies
Law firms
• Needs to move to SaaS apps and cloud solutions, but
might be slow to upgrade
• VERY cost sensitive – wants a deal and hates the cost of
technology
• Starting to embrace BYOD out of necessity
• Needs some hand-holding and likes fast tips and training
Bob Smith
CEO
BS Engineering
58
• Has IT department with specialist areas
• Price and resources still an issue
• IT investments & decisions made by VP/CIO
• Networks with peers for ideas and recommendations
• Embracing the cloud to obtain next generation solutions
and save dollars – but security a big issue for them
• Already uses multiple SaaS applications
• Wants enterprise-grade solutions and support at SMB
pricing
• Sample industries would be: Technology Companies
Healthcare or Pharmaceutical companies
Large engineering firms (CAD/CAM)
Manufacturing
Retail
Packaged foods / products
Restaurant groups
Our Target Customer: SMB Medium
Rita Mehta
VP, Technology & Security
Big Deal Pharmaceuticals
59
• Has large, distributed IT organization, usually with
global base and conflicting regional policies
• Under huge pressure to use cloud
• Constantly needs strategies around big data, security,
cloud computing, etc.
• Wants to work with minimal number of vendors – and
use those that can be partners across several areas
• Needs to be relevant to business and show how IT is
driving business impact
• Doesn’t like “sales” people and wants to be treated
like a VIP by vendor executives
• Wants to be seen as a thought leader among his
peers
• Sample industries would be:
High-tech
Telecom
Industrial / Manufacturing
Healthcare
Our Target Customer: Enterprise
Antonio Clarkston
CIO
Mongo Bank Worldwide
Digital Marketing Analytics with a Competitive Edge
9. Messaging and Positioning
Messaging & Positioning Framework
Digital Marketing Analytics with a Competitive Edge
10. Reporting
63
Set a Review & Report Cadence
Quarterly
Scorecard & Plan Review and Updates as Needed
Quarterly Business Review
Monthly
Marketing Calendar Update
Budget Review & Adjustments
Scorecard Check-in
Weekly
Digital Strategies Review Content Calendar Check-in
Thank You