INBOUND MARKETINGBLUEPRINT

INTRODUCTION

APPSFREEDOM GOALS

THE INBOUND METHOD

CUSTOMER PERSONAS

THE MARKETING PLAN

WEBSITE AUDIT

COMPETITORS AUDIT

LEAN-LAB DELIVERABLES

Get the Most From Your Lean Inbound Blueprint

Challenging, Attainable, Measurable

The appsFreedom Buyers’ Journey

Your Ideal Customers

A Rolling 90-Day Road Map

Suggested Changes to Your Website

A Comparison of Competitors SEO/Website

The Lean Inbound Magic Starts Here

Progressive Profiling/Lead Nurturing Sample

Driving Toward the Hockey Stick

TABLE OFCONTENTS

CREATE MOMENTUM

WORKFLOW SAMPLE

THE EPIC SHIFT TO INBOUNDappsFreedom and Lean Labs have joined forces to accelerate

and enhance your shift to Inbound Marketing.

APPSFREEDOM TODAY

Today, appsFreedom is repositioning its brand so as to improve its positioning in the enterprise mobility space.

Currently, appsFreedom has received no val-ue from its website. Press releases, pay per click, webinars, and the Gartner newsletter have failed to deliver results.

To date, the website has seen very little traffic and the traffic it has attracted thus far has produced zero qualified leads and no custom-ers.

APPSFREEDOM TODAY CURRENTLY TO DATE

MAY2013

WEBSITE VISITS SALES QUALIFIED LEADS CUSTOMERS(SQLS)

12,400 0 0APRIL2014

INBOUND MARKETING &MARKETING AUTOMATION

appsFreedom is a new player that must be understood before a decision to purchase is made.

appsFreedom must break into a space currently dom-inated by established competitors. Case studies, white papers, webinars, videos, infographics and ebooks are a great way to gain awareness and attention.

Due to the complex sale with multiple decision makers and long sales cycle, lead nurturing and workflows are absolutely critical, especially when growing the com-pany with a small sales team.

Pay Per Click, as well as virtually all other forms of ad-vertisement and promotion, are unlikely to work unless you have a way to engage visitors and convert them into leads. This starts the nurturing process. It’s inbound marketing which enables lead conversion and fuels the lead-nurturing process to the point where the custom-er will make a buying decision.

WILL WORK FOR THE FOLLOWING REASONS

AWARENESS

INTEREST

CONSIDERATION

INTENT

EVALUATION

DECISION

InboundMarketin g

InboundSale s

Traditiona lMarketin g

Traditiona lSales }

}}}

WHAT YOU’LL GET OUTOF THIS BLUEPRINTThe purpose of this blueprint is to accelerate and enhance your ability to adopt and implement an inbound marketing strategy.

This blueprint is setup in chapters, like a book. However, it is not necessary to read the chapters in order. We have made an effort to go above and beyond in providing direction and data that will serve you for many months to come as you implement inbound marketing. With that said,

Consider this blueprint to be your inbound marketing catapult. It’s the schematic of what to build as well as a compass showing you where to aim. It’s intended to be a map, nav-igating you through the first 90 days of an inbound marketing plan. At the same time, it also serves as the foun-dation of how

your company’s inbound marketing can be effective on an ongoing ba-sis. By choosing to continue working with Lean Labs beyond this blue-print, you’ll be in a position to launch past the stumbling blocks and hur-dles that cost many companies years and hundreds of thousands of dol-lars to overcome.

LET’S GET STARTED

WHAT YOU’LL GET OUT OF THIS BLUEPRINT

SPECIFIC

MEASURABLE

ATTAINABLE

REALISTIC

TIME BOUND

COMPANYGOALSGOALS SHOULD BE“SMART”

APPSFREEDOM GOALSAppsFreedom Goals as Stated April 29, 2014

Specific SpecificMeasurable MeasurableAttainable AttainableRelevant RelevantTime-Bound Time-Bound

BEFORE END OF YEAR 2015 GOAL

$2M $8M

With just 2 customers closed this year and no current momentum from inbound or outbound marketing, attracting, engaging, and closing the required volume of cus-

tomers (>30) in 7 months is unrealistic.

It’s hard to know that such explosive growth is attainable without first estab-lishing a track record of quality traffic,

leads, and conversion rate.

SUGGESTED GOALS

20152014GOALGOAL

NewCustomers

Customersper month3 2

2014: 3 customers from Inbound Marketing2015: 14 customers from Inbound Marketing

2014 GOALS 3 NEW CUSTOMERS

VISITORS

LEADS

MQL’S

SQL’S

CUSTOMERS

ADVOCATES3

3

6

30

300

15,000

EACH

EACH

EACH

EACH

EACH

*based upon 3 year subscription at $6500/mo

2%AWARENESS

INTEREST

CONSIDERATION

INTENT

DECISION

DELIGHT

100%

50%

20%

10%

$40

$2K

$20K

$100K

$200K

$600K

2015 GOALS 2 NEW CUSTOMERS

VISITORS

LEADS

MQL’S

SQL’S

CUSTOMERS

ADVOCATES32

14

28

140

1400

70,000

EACH

EACH

EACH

EACH

EACH

*based upon 3 year subscription at $6500/mo

*all conversion rates are projections

2%AWARENESS

INTEREST

CONSIDERATION

INTENT

DECISION

DELIGHT

100%

50%

20%

10%

$40

$2K

$20K

$100K

$200K

$6.4M

CUSTOMER SOURCES

OUTBOUND OUTBOUNDINBOUND INBOUND

2014 2015

32 customers = ~$2.5 million/yr* in renewals in 2016* based upon average account size of $6500/mo

8 24

THE INBOUND METHODBuilding Relationships vs. Pitching Sales

BUYING STAGE RELEVANT CONTENTBUYING PROCESS

ANSWER QUESTIONS

BUILD TRUST & PROVIDE VALUE

NEW LEAD GENERATED

INTRODUCE POSITIONING

ADDRESS COMMON SALES QUESTIONS

PROVIDE PRODUCT & SERVICE INFORMATION

ADDRESS CONCERNS

LEAD IS READY FOR SALES

CONSULTATION

InformationQualified

MarketingQualified

SalesQualifed

Blogging

Premium Content

Automated Emails with Supporting content

Automated Emails with Selling content

Brand Filter Offer

Sales Offer

TOP

OF

FUN

NE

LM

IDD

LEB

OT

TOM

TRANSACTIONS SALES CALL

THE INBOUND MARKETING METHOD CAN BE SUMMARIZED INTO 4 OBJECTIVES

ATTRACT CONVERT CLOSE DELIGHT

Strangers

BlogSocial Media

KeywordsPages

Calls-to-ActionLanding Pages

FormsContacts

EmailWorkflows

Lead ScoringSRM Integration

Social MediaSmart Calls-to-Action

EmailWorkflows

Vistors Leads Customers Promoters

Strangers into visitors Visitors Into Leads Leads Into Customers Customers Into Promoters

1 2 3 4

THE CUSTOMER

LIFECYCLE

VISITORS

LEADS

MARKETING QUALIFIED LEADS (MQLs)

Utilizing Content Marketing and Syndication through So-cial Media, effectively attracting strangers to visit the site is key to long-term growth. Strangers will be treated with Top-of-the-Funnel content that addresses their questions and concerns, while introducing appsFreedom as an expert, thought-leader brand in the enterprise mo-bile apps space.

Top-Funnel premium content offers will be used as in-centive for visitors to enter into a permission marketing relationship with appsFreedom. With that permission, we turn visitors into leads. These leads will be entered into nurturing campaigns to educate them on appsFree-dom’s platform and move them down the funnel.

As new leads are moved through automated marketing workflows, they are moved to the middle of the funnel. Through progressive profiling and mid-funnel content, they are educated on the benefits of a relationship with appsFreedom while being qualified for business relation-ship fit.

SALES QUALIFIED LEADS (SQLs)

CUSTOMER

BRAND ADVOCATE

As MQL’s continue through the progressive profiling and educa-tion stages, they reach the lower stage of the sales funnel. Con-tent and premium offers begin to focus on starting a relationship with appsFreedom. When an MQL is reaching the bottom of the sales funnel, and if they have been scored by profiling and web analytics, their status is changed from MQL to SQL. SQL’s are then prioritized for proactive sales techniques for those who are not only qualified, but ready to make a decision.

Once a customer is closed, they are entered into the second fun-nel of customer onboarding. In this stage, content changes from why they should use appsFreedom into how. Customer success and speed at this point is critical for the final stage of the cus-tomer’s journey to promoter.

If the relationship was started on trust and education and based on an honestly good business fit, and a customer has received what they expected, or more, they are more likely to become a brand promoter. Having a strong stable of promoters is vital, not only for social proof, but for continued referrals and a growing user-base.

APPSFREEDOM BUYER PERSONASTARGETING YOUR CUSTOMERS BY ROLE & NEED

Beth Starr John Reed

Bruce Hart Paul Riley Brian Starstuck

IT BUSINESS ANALYST SOFTWARE EVALUATOR

ISV / SOFTWARE VENDOR

CIO CEO OF TECH STARTUP

“My job is to interact with business ana-lysts to gather their business requirements and deliver IT solu-tions, but I don’t have adequate time, dev resources, or budget.”

“Robust capability and maximum security are paramount to any solution we choose.”

1 2

3 4 5

IT BUSINESS ANALYST

Organizational Role

Income

Education

@ Enterprise Company ($500M-$3B)

Beth Starr

INDENTIFIERS

Female Non-Programmer30’s - 40’s

• Reads case studies, ebooks, & attends webinars.• Scouts solutions to take to CIO.• Clear understanding of corporate needs, budget.• Likely to give more time than CIO.• Uses Google +, LinkedIn, & Twitter.• Works daily with developers, security, sales etc.

I’m tech savvy but not a professional programmer. I in-teract closely with company stakeholders to gather business requirements in order to devise and deliver IT solutions.

$100-$200k.

Business Degree with Strong Technical Background.

Watering holes

Likely Google Searches

We want Beth Starr to...

Why Your Brand?

Value Proposition

Buyer Goals

Buyer Quotes

“My job is to interact with buisness analysts to gather their business requirements and deliver IT solutions, but I don’t have adequate time, dev resources, or budget.”

CHALLENGES OBJECTIONS

BRAND OBJECTIVES

GOALS

• Conferences and trade shows• webinars• Sap news & releases• Gartner, forrester, google• Other business analysts & Project managers• Reddit, tech crunch, forbes, fast company, cio.com

• Find the best solution for her specific challenge.• Doesn’t want to re-visit the same challenge in the fu-ture.

• Needs to deliver specific IT solution• Has very limited programming resources available• Budget & Timeframe always a huge concern• Solution needs to be future proof

• “How can I solve this problem quickly?”• How am I supposed to build this by myself?• Enterprise mobility is a “nice to have”, not a “must do”.• Why should I put my neck out there for a new/un-proven company?

• Searches solutions on Google, Gartner, Forrester for specific problems.• “Top 5 ____ providers.”• Sap mobile timesheets. • Enterprise mobile crm.• Sap integration procurement.• Sap mobile paas.

• Consider appsFreedom to be cutting edge & different.• Want to explore the technology, take a test drive.• Understand the value of the appsFreedom platform.• Feel she can confidently build and deploy the full solu-tion in 5 days.• Consider and even recommend appsFreedom to the CIO.

No other solution can be deployed in days without IT programmers.

You can design, build and deploy a simple solution that evolves with technology all by yourself in 5 days.

“I need to deliver a smart solution to this problem NOW.”

SOFTWARE EVALUATOR

Organizational Role

Income

Education

@ ENTERPRISE COMPANY ($500M-$1B)

John Reed

INDENTIFIERS

Male Programmer30’s - 40’s

• Very tech savvy.• Skeptical of new players and small providers.• Has very specific qualifying questions.• Reviewing several competitors.•Twitter over Facebook or LinkedIn.•Capabilities guide and case study over webinar or ebooks.

Evaluates potential solutions for capabilities, security, and fit with companies objectives and priority.

$100-$200k.

Engineer or Programmer, possible MBA.5+ years experience with this company, very familiar with existing applications and ISV’s.

Watering holes

Likely Google Searches

We want John Reed to...

Why Your Brand?

Value Proposition

Buyer Goals

Buyer Quotes

“Robust capability and maxi-mum security are paramount to any solution we choose.”

CHALLENGES OBJECTIONS

BRAND OBJECTIVES

GOALS

• Peer Network.• Gartner• Forrester• Trade Shows

• Maximum capability with security and lifecycle man-agement.• Minimize draw on internal IT resources.

• How can you integrate existing platforms and allow us to create the solution we need?• How does your non-programmer platform give us the flexibility we need?• How does your solution fit with our needs for securi-ty and scalability?

• Non-programmer solution must be weak in some area.• 5 days is unrealistic. I’m very skeptical.• What sort of proof does appsFreedom offer?• How will appsFreedom work behind the firewall (or in the cloud)?• How does your technology really work?

• SAP mobile integration.• Kony competitors.• Platform as a service enterprise mobility.

• Understand the appsFreedom platform and its capa-bilities.• Understand our unique market positioning.• Understand how SAP/Kony/Mendix/ etc are limited in their solution.• Feel confident that we’re secure and robust.• Consid-er and even recommend appsFreedom to the CIO.• Feel excited that the IT Business Analyst can Build and Deploy.

Functionality.Ease of Use and Time to Completion.

Cutting-edge technology ensures it will be powerful for future innovations.

We need integration now, and innovation soon after.

CIO

Organizational Role

WATERING HOLES

Likely Google Searches

We want Bruce Hart to...

Why Your Brand?

Value Proposition

Buyer Goals

Buyer Quotes

“I’d love to enable enterprise mobility but I don’t have the budget/resources.”

Income

Education

@ Enterprise Company ($500M-$3B)

Bruce Hart

INDENTIFIERS

CHALLENGES OBJECTIONS

BRAND OBJECTIVES

GOALS

Male Non-Programmer40’s - 50’s

• High-level Thinker.• Driven.• Results-oriented.• Impatient, No Mistakes.• Has Personal Assitance/ Call Screener.• Manages large teams.• Unlikely to attend a webinar.• I love infographics and explainer videos.• Likes main points summarized and clear.

• Gartner Newsletter.• Forrester Publications.• SAP Sapphire Conference.• LinkedIn.• SAP.com.• Other CIO’s.• Influenced by his Biz Analysts, Developers & Project Managers.

• Reduce business requests backlog.• Deliver solutions really quickly to various business units.• Keep the cost reasonable, without burdening constrained IT resource.

• Doesn’t want to re-visit the same challenge in the future• High Quality / Fast Results with Limited Resources (IT budget is 1-3% • of revenue).

• Needs to deliver solutions very quickly, under time pressure• IT resources contsrained in delivering solutions• Generally no solution at all yet

• How long has appsFreedom been around?• How does the technology work?• Is it Secure & Scalable?• How can it be deployed in 5 days?• What are the licensing & management costs?

• Sap enterprise asset management.• Sap sapphire 2014.• Enterprise mobility platform.• Enterprise mobility solutions.

• Consider his appsFreedom brand experience to be 1st class.• Understand how we’re different from SAP & other platforms.• How can you provide the full solution in 5 days?• Put us on the consideration list based upon under-standing our UVP.

No other solution can be deployed in days without IT programmers.

You can design, build and deploy a simple solution that evolves with technology all by yourself in 5 days.

I make decisions on how to deliver high quality IT sys-tems with limited resources.

$200-750k/year

• MBA• Over 15 years experience

“I need it yesterday.”

ISV / SOFTWARE VENDOR

Organizational Role

Watering Holes

Likely Google Searches

Income

Education

@ TECHNOLOGY COMPANY (SaaS / PaaS)

Paul Riley

INDENTIFIERS

CHALLENGES OBJECTIONS

BRAND OBJECTIVES

GOALS

Male Programmer30’s - 40’s

• Very tech savvy.• Skeptical.• Constrained resources.• Many competitors.• Application limits & bottlenecks.• Twitter & LinkedIn over Facebook.• Case Studies over webinars or ebooks.

Develop our PaaS / SaaS solution for Maximum Capa-bility with Minimum Dev Costs wrapped within an At-tractive Revenue Model.

Variable based upon phase of company.

Engineer with Master’s in Business.10 years experience in Fortune 500 IT solutions prior. to launching own company.

We want Paul Riley to....

Why Your Brand?

• Consider appsFreedom technology to be next gener-ation.• Clearly understand how appsFreedom is a value add as strategic partner, not a competitor.• Superior to internal dev or partnerships with SAP & others.• Want to explore the platform.• Put us on the consideration list based upon under-standing how we can enhance his product.

• Plug & Play integration between their app/platform and any enterprise product.• Plug & Play integration between their app/platform and any enterprise product.

• Wants to own their entire platform vs rely on partners• Who is appsFreedom and who are their clients?• How will partnering with appsFreedom increase sales?• How does the technology work? how do I integrate it?•Secure? Scalable? Affordable? Is 5 days for real?

• Paas providers.• Paas solutions.• Mydomain.com competitors.• Mydomain.com review.• SAP competitors.• Integrate with _ (salesforce, SAP, Oracle, etc).

“Extending our platform re-quires serious time and invest-ment.”

• How can we integrate with existing apps (SAP / Ora-cle / etc) quickly and easily?•How can we shorten our development time and man-agement costs?• How can I extend our functionality without re-writing our system?

• Trade Shows• Case Studies• Customers• Software Vendors• SAP Network Contacts

Buyer Goals

Buyer Quotes

• Extend functionality & flexibility quickly and cheaply.• Deploy Apps & Integrations Rapidly & without heavy IT investment.• Make existing platform more profitable or marketable with value adds.

“I need to distinguish my solution from competitors and win more business.”

CEO of Tech Startup

Organizational Role

Watering Holes

Likely Google Searches

We want Brian to...

Why Your Brand?

Value Proposition

Buyer Goals

Buyer Quotes

“I need a way to turn our app mobile quickly without re-aligning our dev team from features.”

Income

Education

@ Tech Startup ($0-$25M)

Brian Starstruck

INDENTIFIERS

CHALLENGES OBJECTIONS

BRAND OBJECTIVES

GOALS

Female Programmer30’s - 40’sMale

• Very tech savvy.• Working knowledge of entire product-to-market work-flow.• Background in coding.• Bootstrapped company / low resources.• Small, agile team.• Needs agile solutions.• Twitter & LinkedIn over Facebook..

• Hacker news• Techmeme• Kissmetrics

• Create a web/mobile ready for user-testing quickly.• To find a scalable solution that won’t break the bank at user scale.

• Creating a workable app without a huge load require-ment of programmers.• Shipping a functional product as quickly as possible from inception to release.• Being bottle-necked by developer and financial re-sources.

• Will it be safe and secure with user information?• Is it scalable with several thousand or million users? If so, will it eat my profits?• Is it better than building a native app from scratch?• Can non-programmers really drive the development?• How much and when will developers need to get in-volved in the creation process?• Will it be functional or is it just a vanilla mobile web app?

• Paas solutions.• The best paas providers of 2014.• AppsFreedom vs. Kony vs. Salesforce.• Mobile App Development Platform.• Fastest Mobile App Development Solution.• SAP API Mobility Apps Development.

• Consider appsFreedom technology to be next-gener-ation.• Clearly understand how appsFreedom is a cost-effec-tive alternative to hiring more programmers to go na-tive.• Understand the technology is scalable beyond his de-sired userbase.• Download case studies of other startups who’ve used appsFreedom successfully.get a demo to understand how appsFreedom can solve the specific problem he’s facing.

• The ability to ship a mobile product in days.• The ability to put analysts and experts, non-program-mers, to efficient work.

AppsFreedom simplifies integrations and app develop-ment, shaving months off of development time.

To spearhead development of a minimum viable prod-uct with good market ready to ship as soon as possible.

Prior to launching, $150k-$250k.

Software Engineer with Master’s in Computer Science10+ years experience in project management or soft-ware development.

“I need a solution that allows my team to collaborate and build a stable, viable mobile version of our product right now.”

Male

WEBSITE AUDIT

SUGGESTED CHANGES TO YOUR WEBSITE

HOMEPAGE AUDIT FEEDBACK

HOME PAGE DESIGN

• No clear CTA on the Home Page noticeable within the first 3 seconds.

• Sliders are UX killers, and add to confusion/frustration for the user.

• There is no clear UVP noticeable within the first 3 seconds.

• Get rid of the slider.

• Replace it with a static banner with an emotional image/video with the head-line clearly communicating the UVP.

• Include a strong CTA

• A general CTA should be immediately identified on the home page. Gut in-stinct is an immediate offer for a demo or a pre-recorded demo.

• Signup should kick off a Top of the Funnel workflow for education.

• Secondary area of the home page should be persona specific:For IT Depts, go here. For Tech Startups, go here. For App Developers, go here. For CIO’s, go here.

• Remove the information overload on the front page, making it simple and easy to navigate. The great content needs to be easily and clearly accessible, but not cluttered on the home page.

• Create a horizontal layout of “featured partners” on the home page for so-cial proof.

RECOMMENDATION

D

UVPGRADE: D

“Red Herring Winner” or “Model-Driven PAAS”. There is currently no clear communication of value seen during a 3-5 second squint test.

RECOMMENDATION

• A Mobile-First, Model-Driven Platform as a Service. • Enterprise Mobile App Development so easy, a non-programmer can do it.

• A next-generation platform as a service. Built for non-programmers.

• Empowering non-programmers to build enterprise mobility apps in 5 days.

• Combining a catchy title like “So easy, a non-programmer can do it.” with a technical subheading like, “A next-generation mobile-first, model-driven platform as a service.” May be the best bet.

D

UVP GRADE RECOMMENDATIONS

SEO AUDIT

SEOGRADE: D

Search Engine Optimization includes many moving parts. Most of them work-ing in tandem to give your site an authority grade. This grade is used by Goo-gle, Bing, and any other search engine, to determine where you will rank for popular searches.

The main focus for SEO, of course, is on-site. These are the best practices that should be adhered to, ensuring Google appreciates your website and it’s con-tent to it’s full value. The secondary focus yet still important, would be off-site ranking factors like social signals and incoming backlinks.

Grade: BMost of the page titles on your site are great. There’s some room for improve-ment in these areas:

Many are over the optimal length of 70-74 characters.

Some are too short without any SEO optimization.

Most H1’s are a carbon copy of both the Meta Description and Site Title.

Grade: AThe only recommendation for your URL’s is to add hyphens between words. Example: www.appsFreedom.com/the-freedom-platform

Grade: DThe blog content of appsFreedom is very good. However, the delivery is what gives a bad grade.

No images to build an emotional attachment with the posts.

The “read more” button blends in, making the blog page look cluttered and confusing.

Short preview of the article, making the blog page look cluttered and confusing.

There is no option to share the content on social.

There is no option to leave a comment.

There is no option to subscribe to blog updates.

There are no tags or categories to separate content into interest groups.

Grade: BYour backlink profile is very strong, with many high-quality links coming to your website. There are a few areas the need improvement to make your website SEO power stronger:

Backlink total (183) is very low compared to competitors.

All incoming l inks are to the root domain. While having 183 l inks to the root domain is a good thing, having 0 deep links to inner content is a bad sign.

Backlinks Graphics

Grade: DSocial signals are an increasing power in SEO which Google has been proven to take into account with rankings. Currently, side-wide, appsFreedom has less than 35 social signals.

Grade: FThe H1 tags are directly related to on-site SEO and used by Google to deter-mine which search terms you rank for. Having keywords and their close vari-ants in the H1 tag of each page is a crucial element.

Grade: FThe Meta Description is not used directly in the SEO algorithm of Google; at least at this time. However, it does have an effect on rankings by Click Through Rate statistics. If you’re ranked #1 but no one is interested in that result to click on it, Google will soon demote your ranking. The Meta Description should be used as the hook, to entice visitors to click on the link.

PAGE TITLE

CURRENT H1 USAGE

PAGE URL

BLOG AUDIT

BACKLINKS AUDIT

SOCIAL SIGNALS

META DESCRIPTION

H1

COMPETITORSAUDIT

A COMPARISON OF COMPETITORS SEO/WEBSITES

B

A

A

MENDIX COMPETITORS AUDIT

UVP

HOME PAGE AUDIT

SEO AUDIT

GRADE: B

GRADE: A

GRADE: A

Traditional App Delivery is Broken.That’s why the Fastest and Most Competitive Companies Run on Mendix.

• The Mendix home page is very strong, and very appealing.

• It starts with a clear UVP, although the UVP could be stronger.

• It has a clear call to action “Learn More.”

• It communicates clearly to their target personas. (See Attached Graphic)

• It includes a ton of social proof. Company logos that have used Mendix.

• Great on-site SEO, making all the right edits to all the right places.

• A strong backlink profile of over 2,000 high-quality backlinks.

• Low amount of social signals.

B

A

A

KONY COMPETITORS AUDIT

UVP

HOME PAGE AUDIT

SEO AUDIT

GRADE: B

GRADE: A

GRADE: A

Although Kony doesn’t have a clear UVP (“delivering breakthrough app expe-riences” doesn’t clearly mean anything) and although they are lacking a strong CTA, they still have a strong, simple website design that doesn’t overwhelm users. They do a great job of putting their top content, and top areas of inter-est on immediate display.

• UVP pretty much makes no sense by itself.

• The slider is notoriously bad for user experience.

• The CTA in the slider blends in with everything else

• Their 4-pillar showcase is very powerful and probably sees the most CTR of

the entire page.

• Their content showcase at the bottom is an easy way for visitors to find thick

content.

• On-site SEO is very spot-on.

• They have a ton of social signals.

• They have over 3500 total high-quality links.

A

A

A

SALESFORCE COMPETITORS AUDIT

UVP

HOME PAGE AUDIT

SEO AUDIT

GRADE: A

GRADE: A

GRADE: A

Turn your best ideas into apps, fast, with the world’s #1 cloud platform.

include view of http://www.salesforce.com/salesforce1/

• The landing page for Salesforce1 is so simple, yet informative and compelling to action.

• The playlist of short explainer videos communicates the UVP and top-of-the-funnel information succinctly.

•The two CTA’s are unmissable and very contrasted. Eyes go straight to them from left to right.

Salesforce1 takes advantage of Salesforce’ massive SEO power. However, the platform website on it’s own has a huge advantage over competitors with:

• Thousands of social signals.• Triple and Quadruple the amount of incoming backlinks.• Spotless on-page SEO

CALL TO ACTION

?A ROLLING 90 DAY

ROAD MAP

THE MARKETING PLAN

THE ROLLING 90 DAY MARKET PLAN

STAY ON TARGET, WHILE BUILDING A HUGE MARKETING ASSETASSEST.

In this section, you’ll find a 3-month plan. This plan is designed to kick start a rolling, 90-day marketing plan. Each month should include fo-cused campaigns designed to attract targeted visitors, turn them into leads, enroll them into automated workflows, and nurture them into SQL’s.

The rolling calendar allows for a strict focus on the content to gener-ate in the present month, as well as a birds eye view for the next two months. As month one is completed, month 4 content should be planned. A month’s plan could include one or two premium content offers and blog posts to give the offer context. The offers will be used as bait to enroll visitors into persona lead nurturing campaigns. All content gen-erated for that persona then becomes marketable content to keep leads engaged with the appsFreedom brand.

This style of planning allows for laser-focused targeting of persona’s; both acquisition and nurturing into SQL status. Not only is the 90-day plan a great way to keep on track and attract new visitors, but the val-ue of each campaign is compounded as more premium content and automated nurturing workflows are created. Over time, the rolling mar-keting plan creates a large, powerful machine of evergreen content to attract visitors and turn them into qualified leads.

In this section, we’ve provided an idea of a 90-Day content marketing plan

90DAYS

VOICE & TONE

ACTIVEACTIVE

VS.PASSIVE

FORMALvs.

INFORMAL

FIRST PERSONvs.

1ST PERSON (PLURAL)

vs.THIRD PERSON

FORMAL

FIRST PERSON PLURAL

You should include all stakeholders in your plans going forward.

Leading experts agree, all stakeholders should be consulted in the planning phase.

At Lean Labs, we’ve found everyone appreciates prod-uct education before pur-chasing.

I have found everyone ap-preciates product educa-tion before purchasing.

I have found everyone ap-preciates product educa-tion before purchasing.

Lean Labs understands ev-eryone appreciates product education before purchas-ing.

Most of the gurus recommend including every-one who has a dog in the fight be included in the planning phase.

When it comes to your plans going forward, you may want to include all stakeholders.

PASSIVE

INFORMAL

FIRST PERSON THIRD PERSON

RECOMMENDED VOICEActive, Formal / 1st Person Plural

Active Voice is to the point and very specif-ic. Not wasting time on unneeded qualifiers or maybe statements. It says what it means and moves on, trusting that the reader can keep up.

Formal voice gives an air of expertise. Like a col-lege professor to a student, keeping the voicing formal builds respect and trust that the brand is an expert on the subject matter and the informa-tion is reliable.

This gives a Conversational tone and makes the reading less like a term paper and more like a friendly, yet formal, voice.

ACTIVE FORMAL 1ST PERSON PLURAL

MONTH ONEKEY BENEFITS OF IMPLEMENTING ENTERPRISE MOBILITY SOLUTIONS

BLOG POST TITLES

CONTENT SYNDICATION CHANNELS

1. 6 Benefits of Mobilizing Your Financial Management Apps

2. How a Real-Time Mobile HR Apps Means a More Efficient Staff

3. 4 Reasons SAP Enterprise Asset Management Apps Should Be Mobile

4. How a Mobile Enterprise Asset Management App Can Increase ROI of Assets

5. Kony vs. Mendix for Enterprise Mobile App Development (Reviews/Ratings)

6. How to Mobilize Manufacturing Apps for Logging Issues into SAP ERP in Real-Time

7. How Mobilizing SAP Service Apps Can Empower Engineers in the Field

8. The Top 5 Benefits of Mobile Supply Chain Apps

9. 4 Ways a Mobile Procurement App for SAP Can Increase Efficiency

10. The Top 5 Mobile Application Development Platforms of 2014 and Beyond

11. The Best Way to capture service data in the field: A Mobile Service App for SAP

12. The 7 Myths of Enterprise Mobility

THE ULTIMATE GUIDE TO ENTERPRISE MOBILITY

1 2 3 4 5 6

MONTH TWOHOW CAN I EMPOWER NON-PROGRAMMERS IN THE IT DEPARTMENT TO BE AN INTEGRAL PART OF THE APP DEVELOPMENT PROCESS?

BLOG POST TITLES

CONTENT SYNDICATION CHANNELS

1. 9 Myths About Mobile App Development for Business

2. sap fiori vs smp

3. Cross Platform Mobile Apps: What you Need to Know

4. 6 Reasons to Take Your SAP Applications Mobile

5. The Top 5 PaaS for Building Mobile SAP Procurement Apps

6. Top 10 SAP Mobility Solutions: Pros and Cons

7. Match Test: How to know if appsFreedom is right for you

8. The Top PaaS Built For Non-programmers in 2014

9. AppsFreedom vs. Kony on Mobile SAP Timesheet Management

10. UX: appsFreedom Customers Speak Out

11. appsFreedom: What does Forrester Say?

12. How to Ensure Your Mobile SAP App Can Keep Up With Future Changes

HOW TO UNLEASH MOBILITY & PRODUCTIVITY THROUGH YOUR BUSINESS ANALYST

1 2 3 4 5 6

MONTH THREEWHY SHOULD I USE APPSFREEDOM OVER COMPETITORS

BLOG POST TITLES

CONTENT SYNDICATION CHANNELS

1. Cross Platform App Development Solutions for IT Departments (top 5)

2. Enterprise Mobility Tips

3. The ROI of Enterprise Mobility [infographic]

4. HTML5 for Enterprise Mobility: What you Need to Know

5. The Top Platforms for Mobile SAP App Development in 2014

6. 5 Common Problems of Building a Mobile CRM App

7. Enterprise Mobility Trends Happening in 2014

8. How to Design a Future Proof Mobility Strategy

9. CIO Summary: SAP Mobility Options

10. Proving the ROI of Enterprise Mobility

11. Gartner Insights that Make our Case

12. The Typical Problems Enterprise Mobility Apps Development

1 2 3 4 5 6

CASE STUDY: DOLE FOOD COMPANY CUTS MOBILE APP DEVELOPMENT TIME BY 80%

BLOG POSTS

The 7 Myths of Enterprise Mobility

How Real-Time Mobile HR Apps Create a More Efficient Workforce

Koby vs Mendix for Enterprise mobile app development

Four Ways a Mobile Procurement App for SAP Can Increase Efficiency

4 Reasons SAP Enterprise Asset Management Apps Should Be Mobile

READ MORE READ MORE

READ MOREREAD MORE

READ MORE

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BUSINESS MODEL MAP

PRODUCT MARKETPROBLEM UNFAIR ADVANTAGE CUSTOMER SEGMENTSSOLUTION UNIQUE VALUE

PROPOSITION

HIGH-LEVEL CONCEPTKEY METRICSEXISTING ALTERNATIVES CHANNELS EARLY ADOPTERS

COST STRUCTURE REVENUE STREAMS

Workforce has productivity losses and delays when work-ing in the field.

Difficulty completing tasks on time and in real time when outside the office.

Deploying mobile solutions is expensive and challenging.

freedom Platform

breaking SAP

barrier time to live

enterprise CIO’s

enterprise biz analysts

Limit Mobility

Deploy mobile applications for employees in the field.

Plan - Build - Launch in 5 days

No Programming Req’d

Deploy Mobile Apps for En-terprise in 5 days.

Leads

SQL’s

Customers

Referrals

SAP

Kony

Internal development

Mendix

trade shows

inbound marketing

seo

targeted advertising

constrained IT resources

desire urgent solution

platform creation and maintenance

staff, office, standard overhead

marketing

Subscriptions to Freedom Platform TM

white label resell to strategic partners (mobile solution providers)

.

demo

WORKFLOW SAMPLE

Premium Content Conversion

We hope you enjoyed x con-tent. We thought you may be interested in y content.

Create a Mobile SAP App in 5 Days: See How

5 Ways We Solve (x Perso-na’s) problems with mobile app development.

MOFU top 5 blog articles focused by persona.

A very BOFU premium con-tent offer.

BOFU - top 5 blog articles focused by persona.

start

Step 5:

Step 6: Step 7: End

Step 1: Wait 3 Days

Wait 10 Days

Wait 14 Days Wait 14 Days

Step 4: Wait 7 Days

Wait 7 daysStep 2:

Step 3:

PHASE I

PHASE II

CREATEMOMENTUM HIRE LEAN LABS

A lot of time, energy, and strategic planning went into this Inbound Marketing Blueprint. It’s a detailed strategy custom-built for appsFreedom and it shaves months off of other approaches to adopting an In-bound Marketing initiative. The blueprint serves as an executive’s Inbound guide for aligning both sales and marketing teams around the concept of Inbound Marketing and how it will work for appsFreedom.

We have built this blueprint with a first priority of delivering a complete, actionable Inbound Marketing strategy. It likely guides you around the common hurdles and potholes that plague companies new to Inbound. It also provides an inside look at the work Lean Labs can provide as your Inbound Marketing partner; assisting in creating a marketing system you can transition to an in house operation when the time is right.

Phase One is a six month engagement to revamp your website and implement the Inbound Marketing strategy described in this blueprint. The most challenging aspect of Inbound Marketing is laying the initial foundation and systemizing key activities. We’ll accomplish both this, as well as your new website, in phase one.

Phase one is like planting a tree from seed. It’s tender and requires daily watering for the first few months. It’s growing from the start, but underground where it cannot be seen. Approximately 4 months into the process you’ll see it sprout and begin to grow month over month. It’s important to understand that the first three months will see a very minimal ROI.

Phase II is a second six month engagement where we fill in the gaps and implement our top ideas for generating leads and nurturing them through fully automated work-flows. From there, you can decide if it’s time to take in-bound in-house or continue to work with us on a wind-down basis. When you do wind down our services, we can serve as a training resource to ease the transition. We’ll be there to support you as long as you need us.

Working with Lean Labs will empower appsFreedom to accelerate the implementation of an inbound strategy, increase quality, and deliver re-sults. It will take time to build a team that can handle all aspects of in-bound marketing. While you build your team and systems for effective production in social media, infographics, slideshares, blog posts, ebooks, case studies, video creation, lead nurturing, automation, analysis and improvement, we’re expertly equipped to help you implement these strategies and lay a solid foundation.

CREATEMOMENTUM HIRE LEAN LABS

BUDGET

MORE THAN A VENDOR

WITH SUPPORT FROM

KEVIN RYAN

We’re ready. LET’S GET STARTED!

TEAM LEADERS

Our pricing is built on an objective-based subscription model that you control. You set the velocity of our effort (monthly budget) and the priority of objectives, and we deliver. It’s that simple.

When you partner with Lean Labs, our entire team is at your dis-posal. You have direct access to our team, including our company founder, Kevin Barber. Most agencies assign a project manager to handle each account. We 100% reject that model and you’ll work with our top talent all the time.

BRAND EXPERIENCE & MARKETING STRATEGY

INBOUNDMARKETING ARTIST

GILES - User Experience / Visual DesignCALLUM - Development / IntegrationsJASON - Operations / Objective Management