PowerPoint Presentationb2bmarketing.b2b-ignite.net/.../07/...Leadership.pdf · PowerPoint...
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THE DESTINATION THE STARTING POINT THE VISION MAP THE FUTURE PATH THE ACTION PLAN
BUSINESS AND MARKETING STRATEGY
CURRENT SITUATION ANALYSIS
USE CASE REVIEW AND PRIORITIZATION
3-YEAR ROADMAP DEVELOPMENT
USE CASE ACTION PLAN DEVELOPMENT
The strategic future you envision
The current level of digital marketing maturity
The current state to future marketing vision
Envisioning today, tomorrow and the near future
The business cases to realise transformative strategies
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GTM ENGAGEMENT MODELS
TARGETING CHANNEL
INTEGRATION & CX SALES & MARKETING
INTEGRATION KPIs, TRACKING & MEASUREMENT
TECH STACK MULTICHANNEL
MEDIA CONTENT &
ENGAGEMENT LEAD GENERATION
& NURTURING REPORTING &
ANALYTICS
FRAMEWORKS & GOVERNANCE
DATA & MEDIA PERFORMANCE
TRACKING, CONVERSION & OPTIMIZATION
SALES ENABLEMENT & ALIGNMENT
OPTIMIZATION
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DOES THIS USE CASE HELP US ACHIEVE OUR STRATEGIC BUSINESS AND MARKETING OBJECTIVES?
CURRENT MATURITY STRATEGIC PRIORITY 3 YEAR ROADMAP
LOW (0-3)
MED (4-7)
HIGH (8-10)
LOW MED HIGH YR 1 YR 2 YR 3
EASE OF IMPLEMENTATION
INVESTMENT LEVEL RESOURCES REQUIRED
SKILLS REQUIRED
TECHNOLOGY DEPENDENCIES BUSINESS VALUE ACTIVATION
TIMELINE
Measurement and prioritization Strategic parameters and considerations
ASSESSMENT PROTOCOL
Target and engage our prospects using tiered ABM strategies
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OVERALL MARKETING STRATEGY & DIRECTION CURRENT MATURITY STRATEGIC PRIORITY 3 YEAR ROADMAP
USE CASE NOTES LOW (0-3)
MED (4-7)
HIGH (8-10)
LOW MED HIGH YR 1 YR 2 YR 3
Integrate brand and demand activity
Activate centralized campaign deployment frameworks
Deploy a centralized demand center/COE/marketing operations function
Establish an always-on strategy aligned with campaign plans
Target and engage our prospects using tiered ABM strategies
Develop an integrated annual campaign plan
Build an integrated and automated demand engine
Put buyer personas and journeys at the heart of our GTM strategy and CX
Build out a prioritized and integrated tech stack
Reskill and train our teams to think digital first
Deploy an integrated data strategy to fuel all GTM activities
Activate internal engagement to align all stakeholders behind a single strategy
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USE CASE ACTION PLAN
USE CASE GOALS /
OBJECTIVES STRATEGIES TO ACHIEVE GOALS
DEPENDENCIES / BARRIERS
TECHNOLOGY REQUIREMENTS
OWNER & RESOURCES
RESULTS / OUTCOMES / KPIs
TIMELINE
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3 YEAR ROADMAP YEAR 1 YEAR 2 YEAR 3
HIGH PRIORITY
(MISSION CRITICAL AND MUST DO)
MEDIUM PRIORITY (SHOULD DO)
LOW PRIORITY (MIGHT DO)
WATCH AND REVIEW
Build your plan and roadmap at: www.postmodernizer.com
ESTABLISH AN ALWAYS ON STRATEGY ALIGNED WITH CAMPAIGN PLANS
INTEGRATE BRAND AND DEMAND ACTIVITY
ATTRIBUTE REVENUE TO MARKETING SPEND BY CLOSING THE LOOP
ACTIVATE CENTRALIZED CAMPAIGN DEPLOYMENT FRAMEWORKS
ACTIVATE SALES ENABLEMENT TOOLS
DELIVER PREDICTIVE ACCOUNT INSIGHT FOR SALES
INCORPORATE DYNAMIC CONTENT WITHIN WEB ENVIRONMENTS
CONNECT ADTECH AND MARTECH TO ACTIVATE DATA DRIVEN MEDIA TARGETING
ORCHESTRATE CAMPAIGNS ACROSS CHANNELS
DEPLOY/TRIAL PROGRAMMATIC MEDIA
ANALYSE BALANCE OF POEM MEDIA ORIGINATED CONVERSIONS
ORCHESTRATE CAMPAIGNS ACROSS CHANNELS
SHIFT FROM STATIC TO INTERACTIVE CONTENT
BETTER UNDERSTAND OUR CUSTOMERS PATH TO PURCHASE TO ENABLE OPTIMIZATIONS
ALIGN CONTENT WITH BUYER JOURNEY STAGES
UNDERSTAND AND MANAGE OUR CUSTOMERS’ CONTACT PREFERENCES
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