SaaS Marketing Launch Plan

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SaaS Marketing Launch Plan Timeline & Resources & Task Lists Strategic Marketing Chuck Drake January 2011 C X – Customer Experience Consulting [email protected]

Transcript of SaaS Marketing Launch Plan

Page 1: SaaS Marketing Launch Plan

SaaS Marketing Launch Plan

Timeline & Resources & Task Lists

Strategic Marketing

Chuck Drake January 2011

C X Ↄ – Customer Experience Consulting [email protected]

Page 2: SaaS Marketing Launch Plan

Marketing Programs

QA Complete & Public Website Launch

Marketing Launch Timeline

Launch Corp. Website

Launch Online Marketing

Launch Social Media

Launch Tele-Prospecting

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Site Ready: Pre QA

Launch PR/AR Marketing

Soft Launch Hard LaunchPre-Public Launch

Launch

Launch

Launch

Launch

QA Complete & Public Website Launch

June 14 Live

July 5 July 19 June 7

Site Ready: Pre QA

August 1 September 15(3 mo’s post launch)

Full Marketing Programs

Time

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Marketing Programs

$15 - $20K/mo.

$10K/mo. (*)

$10 - $15K/mo.

Preparing Website

Hire

Hire

Launch

Launch

Launch

Launch

QA Complete & Public Website Launch

Marketing Resource Timeline

Time June 14 Live

July 5 July 19 June 7

Launch Corp. Website

Launch Online Marketing

Launch Social Media

Launch Tele-Prospecting

3

Site Ready: Pre QA

August 1

Internal UI QA

TeleMarketing Agency

Interactive Agency/Expert

Launch PR/AR Marketing

PR/AR Agency or Consultant

Hire

Social Media Expert

Hire

Soft Launch Hard LaunchPre-Public Launch

Full Marketing Programs

September 15(3 mo’s post launch)

$10 - $15K/mo. (*)

Additional Costs for PPC Keyword Purchases

(*) Costs could be reduced if Nick could be 100% dedicated

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WIN User Growth Plan

WIN Total # of Users3 Mo's 6 Mo's 9 Mo's Yr 1 Yr 2 Yr 3

WIN Free 436 1,553 4,567 12,816 176,092 785,646

WIN Team0

145 403 970 19,480 143,390WIN Group 0 0 330 1,120 24,405 168,564

WIN Corp0

0 0 211 5,134 32,335Total WIN 436 1,698 5,300 15,116 225,111 1,129,935

Average # of UsersWIN Free: 4WIN Team: 15WIN Group: 40WIN Corp: 200

Conversion RateFrom Free to Team: 35%From Team to Group: 20%From Group to Corp.: 15%

Market % 0% 0% 0% 0% 2% 12%

3 Mo's 6 Mo's 9 Mo's Yr 1 Yr 2 Yr 30

200,000

400,000

600,000

800,000

1,000,000

1,200,000

WIN CorpWIN GroupWIN TeamWIN Free

WIN Users

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Launch DateWIN Team: Month 4WIN Group: Month 6WIN Corp.: Month 12 September 15

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WIN Revenue Plan

ASP (per user per mo.)WIN Free: ---WIN Team: $39WIN Group: $79WIN Corp: $165

Launch DateWIN Team: Month 4WIN Group: Month 6WIN Corp.: Month 12

3 Mo's 6 Mo's 9 Mo's Yr 1 Yr 2 Yr 3$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

$120,000,000

$140,000,000

$160,000,000

WIN CorpWIN GroupWIN TeamWIN Free

WIN Revenue

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Conversion RateFrom Free to Team: 35%From Team to Group: 20%From Group to Corp.: 15%

WIN Total Revenue

3 Mo's 6 Mo's 9 Mo's Yr 1 Yr 2 Yr 3

WIN Free $0 $0 $0 $0 $0 $0

WIN Team $0 $10,022 $15,699 $132,600 $3,594,769 $34,462,300

WIN Group $0 $0 $26,073 $238,323 $9,117,214 $84,618,124

WIN Corp $0 $0 $0 $34,751 $3,942,659 $32,376,694

Total WIN $0 $10,022 $41,772 $405,674 $16,654,642 $151,457,118

September 15

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Marketing Launch Plan

1. Launch Magnet.com:

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Users Access WIN Online

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Marketing Launch Plan

1. Launch WIN Product:

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Users Access WIN Online

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Major Categories: Pre-launch Website Checklist

Content and Style

Website Identity, Appearance Check & Validation up hosting

Domain Name, Hosting Package & Browser Compatibility

Website Standards & Validation

Website Standards & Validation

Functional Testing

Security & Risk

Performance

Checklist for Each Page

Create Blog and Community Website Features

WIP

WIP

WIP

WIP= Step Completed = Work In Progress = No Activity Yet

= Absolutely Essential for Soft Launch = Best Practice for Hard Launch = Needed for Future

WIP

WIP

WIP

WIP

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For Each Webpage

Check all Links (no dead or invalid links)

Validate the HTML (no HTML errors, display hiccups or browser issues )hosting

Search & remove all Greeked text & test data

Spell check again

Make sure each page has a clear purpose

Give each page a suitable HTML title and meta description

Add alt attributes to all images

Make the CSS password hard to guess

Make sure the XML site map is current (includes all pages)

WIP= Step Completed = Work In Progress = No Activity Yet

= Absolutely Essential for Launch = Best Practice for Launch = Needed for Future

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Brand Positioning & Messaging, Identity

Develop Core Messaging & Positioning Architecture

Develop Core Brand Launch Messaging & Positioning (for Website)

Develop Product & Service-level FAQ’s for Website

Confirm Company & Product Names Selected

Confirm Trademarks & Service Marks

Develop Website Site Map and Corp. Identity/Content Requirements List

Create Brand Logo

Create Brand Tagline/Slogan

Create Brand Color Pallet & Font Style

Create Corporate Brand Style Guide (all Printed & Electronic materials)

Create Company Signage

Create Standard Voicemail Greetings; Auto Responder Emails; Fax Auto Respond

Create New Company Email Address

Develop Brand Materials and Collateral Library

CMS System Enabled to Support Content & Collateral Version Control

Photography & Video (Supports all the above)

WIP

WIP

WIP

WIP

WIP

WIP

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Pre-launch Marketing Content & Collateral

Develop User Education Pieces (White Paper, How-To Guide) for Product

Develop Product-Level Help Content and Populate

Develop Product Demos and Use Case Illustrations

Develop Product Data Sheet

Create Website Content: About Us

Create Website Content: Privacy & Security

Create Website Content: Service & Support

Create Website Content: FAQ’s

Create Website Content: Buzz

Create Website Content: Product & Platform

Create Website Content: Community

Create Website Content: Home Page

Create Website Content: Landing Page(s)

Create Website Content: Flash/Java Script Story

Create Website Content Viral Videos

Create Website Content: Terms of Use

WIP

WIP

WIP

WIP

WIP

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Marketing Launch Plan – con’t.

2. Launch Targeted Prospecting

Mine Social Networking

Tele Prospecting

Email Marketing

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Prime the Pump

Get Users Fast

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Targeted Prospecting / Direct Marketing

Develop Targeted Prospecting Launch Objectives: Activities, Budget & Milestones

Identify Target Audience and List Sources

Identify Tele-Prospecting Vendors, Bids and Make Selection

Create Training Package including Selling Messaging, Product Demo and Offer

Create Campaign Tactical Conversion Requirements & Metrics

Purchase Target Audience Contact Lists and Build Prospect Database

Identify Email Marketing Vendors, Bids and Make Selection

Create Email Template and Viral Video/Product Demo

Create Landing Pages for Campaign Conversions & Metrics

Launch Tele-Prospecting Campaign

Launch Email Marketing Campaign

Develop “Forward To/Invite a Friend” Strategy and Offer

Incorporate Viral Offer into Tele-Prospecting and Email Marketing Campaign

Launch Viral Offer & Monitor Uptake

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Social Media

Strategy

Blog

Twitter

Facebook

You Tube

WIN Social Media Strategy

“What a Cool Company”• Fun place to work• Announcements• Awards & Recognition

“Make Announcements”• Reach Media• Tweet/Retweet - build followers • Magnet Twitter: “Magnet announces …“• Magnet CEO twitter: “Where its going …”• Magnet CMO Twitter: “WIN is great …”

“Viral Awareness”• #1 Source of traffic & web leads• Customer videos• CEO/CMO video• Product Demos

“Thought Leadership”• CEO Vision• Future of Enterprise 2 0• Enterprise App User Empowerment

“Reach Target Audience”• Create Magnet Profile/Group• Invite user connections• Advertise WIN (recruit users)• Feed Tele-prospecting

Involver Social Brand Tool

JibJab: customizable digital videos/ecards

WordPress Blog Tool

3. Launch Social Media

Marketing Launch Plan

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Generate Viral Buzz & Demand

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Social Media Marketing Plan

Develop Social Media Launch Objectives: Activities, Budget & Milestones

Develop Company Website Blog and Format (e.g. Wordpress)

Develop Social Media Pages for Facebook, LinkedIn, Twitter

Create Viral Videos for YouTube; Post

Create Launch Messaging for Twitter (Media Target)

Create Launch Messaging for Facebook (Individual User Target)

Create Launch Messaging for LinkedIn Group: (Individual User Target)

Create Launch Messaging for Blog: (Thought Leadership Content)

Implement Social Media Brand Management Tool ( e.g. Involver)

Identify & Create Cross-Links to Other Blogs and Viral Connections

Post Blog on Technocrati and other Blogs and websites (for SEO)

Subscribe to feeds, and use iGoogle, My Yahoo Web or other favorite RSS readers

Create Content Submission Plan; Staff for Intelligent Posts via variety of IP Addresses (Starts Day of Launch)Ongoing Submit content, make sure it’s useful, unique and post title stands out

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Marketing Launch Plan – con’t.

4. Launch Online Marketing

Search Marketing Process Natural & Paid Search Rankings

Search Keyword Paid Rankings

Natural Rankings

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Make it Easy to find WIN Online

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Internet Marketing Plan

Perform Initial Website Traffic, SEO and PPC Analysis

Keyword Research & Analysis & Library

Competitor Analysis

SEO Website Content & Optimization

Search Engine & Directory Submission

Meta tagging of webpages

Link Building

Build Landing Pages

Launch SEM/PPC Campaigns

Implement Google Adwords and Google Analytics (or equivalent)

Implement LeadLander

SEO Copy Write & Blog Submit

Implement Site Analytics Tool

Monitor CPA and PPC Conversions

Monitor Keyword Performance / Tracking

Page Rank Tracking

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Marketing Launch Plan

5. Launch Awareness Campaign

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Make WIN Well Known Among the Right People

Community

Public Relations

Analyst Relations

Thought Leadership

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Pre-launch Analyst Relations (AR) Plan

Develop AR Launch Objectives: Activities, Budget & Milestones

Determine Analyst Target Audience and Analyst List (Friendly & Unfriendly)

Special Case Brief: ‘Gartner Social CRM Experts’ Strategy, Plan & Tactics

Special Case Brief: ‘Gartner Enterprise Collaboration’ Strategy, Plan & Tactics

Special Case Brief: ‘Gartner Enterprise 2.0 Experts’ Strategy, Plan & Tactics

Special Case Brief: Other (Forrester or other covering Social CRM, Enterprise 2.0)

Create Overall New Company / Brand Launch AR Plan

Create Customizable Analyst Briefing Presentation & Demo

Analyst Briefing Task List & Timeline

Line-up & Prepare AR Spokespeople

Develop Analysts Kit and Follow-on Collateral (Positioning Paper: Why Magnet?)

Schedule Pre-Launch Analyst Interviews

New Brand Launch: Release Press Release to Analyst distribution list

New Brand Launch: Analyst Relations ( Coverage, Follow-on Interviews)

Analyst Meeting Pipeline

Ongoing Analyst Outreach

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Pre-launch Public Relations (PR) Plan

Develop PR Launch Objectives: Activities, Budget & Milestones

Determine Media Target Audience and Press List (Friendly & Unfriendly)

Special Case Brief: ‘Alfred’ PR Messaging Strategy, Plan & Tactics

Special Case Brief: ‘Salesforce.com Chatter’ PR Messaging Strategy, Plan & Tactics

Create Overall New Company / Brand Launch PR Plan

Prepare Early Announcement Strategy, Task List & Timeline

Line-up & Prepare PR Spokespeople

Develop Scripted Press Interview Messages

Develop Press Kit and Follow-on Media Collateral

Schedule Initial Media Interviews

New Brand Launch: Press Release & Distribution (internet & wire service)

New Brand Launch: Media Relations ( Coverage, Follow-on Interviews)

New Brand Launch: Press Events (Silicon Valley, Key Trade Shows, Virtual Meeting)

Press Release Pipeline

Ongoing Media Outreach (Begins Day of Launch)