Sales & Marketing. Generating & Maintaining Demand SEE FULL VERSION SEE FULL VERSION SEE FULL VERSION SEE FULL VERSION SEE FULL VERSION

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1 Sales & Marketing

2 Sales & Marketing Generating & Maintaining Demand

3 Executive Summary Situation Audit the current Business Status. Includes Sales Channels, Deal Reviews, Market Share, Competitors, Goals, Plans, Challenges, Timeline Objectives Increased Volumes of Refererrals, Leads & Enquiries. Reduced Churn and Improved CPA. Visibility on Conversions and Total Cost to Market. Strategy Define the inbound Plan - Prepare Battlecards against Competitors. Define Value Propositions Create Content Library of Graphics, Videos, Downloads, Calculators etc Tactics Release Content Assets via Lead-capture techniques in agreed channels from Social media to . Actions Create and share Project Plan in Gannt Format and agree Tasks, Times and Checkin dates Control - KPI s Build Marketing Dashboard and Report on Outcomes No. of phases, starting with audit. Define and agree optimal networks/channels. Plan lead-gen tactics and inbound content before promoting, measuring and optimising throughout phase 3. Phase 1 (Strategic Objectives): Audit Channels / Report Value Propositions / Needs On- & Off- line Channels / Social Networks / Ad Networks Sales Workflow - Awareness, Consideration, Decision Phase 2 (Tactical Plan): Branding & Inbound Launch Ready Plan Build News resource / Content Plan League-table Competitor Calculation resource Campaign Monitor workflow / drip campaign Advocate Survey (with results) PR Objectives / messaging / schedule Google Display and PPC / Ad campaign landing pages with data capture triggers Design and setup Social Channels Phase 3 (Operational): Campaigns / Reporting & Optimisation Measure & Report performance Paid Campaigns: Bid-adjustment, SEO recommendations and implmentation Social Media boost recommendations PR and Advertorial review, Recommendations

4 Approach Research Planning Implementation Software Automation Consultancy Reports Establish Budget Situation Goals Plans Challenges Timeline Consequences Audience Builder Gather: Deal Reviews CRM List(s) Data List(s) Offer / Value Report / Checklist Value statements - Pain / Gain Hubspot Configuration Chatbot(s) Meeting Scheduler Call to Actions Workflow / Triggers Deals Configure Dashboard Personas C-Suite (role) Industry Region Pains / Gains Product Type Service Product Combination - B2B - B2C Channel Builder Build Channel List(s) Linkedin Quora Ad-Networks Trade Press (direct) Forums CRM Segments Cold List Facebook Twitter Setup Workflows Keyword Volume Landing Page Copy Workflow Copy Chatbot Scripts Meeting Scheduler Connect Campaigns Google Retargetting Linkedin Profile Views Linkedin Messages Cold sends CRM Sends PPC Campaigns Quora Retargetting Quora Expert Answers Facebook retargetting Linkedin Groups Facebook Groups Bespoke Configurations CRM Integration Worpress Plugin(s) Hotjar Establish Frequency Daily, Weekly or Monthly Sales Reporting: Companies Visited People Profiles / Roles Pages Visited / Time Attribution / Referral Lead Scoring Marketing Reporting: Keyword Peformance Social Engagement Ad Performance Competitor Ranking

5 Building the Funnel Measure KPIs Ad Impressions Click Through s Likes, Shares, Reach Sentiment / Ratings Visitor Volume Subscribes Social / Paid Advertising Calculator/ League Table Survey News Site Marketing Qualified Lead (MQL) Measure KPIs Open rates/clicks enquiry Calls Visitor Volumes Goals / Conversions CPA Linkedin articles / Ads Google Display Ad network Press Ads / PR / Advertorials Pay per click Google Ads Advocates / s SEO Example Drip-marketing steps Consideration: Drip content / Call / Ad Sequences Value Prop 1 Value Prop 2 Value Prop 3 Offer 1 Offer 2 Offer Sales Qualified Lead (SQL) Measure attribution Positive Conversions Failed Conversions Example Campaigns / Channels Awareness/Top of the Funnel: Promote Lead Magnets Retargeting (Sequential ads) content workflow Chatbot sequence Calls Social media Offer / Invite Onboarding Face to Face Onboarding Sign contracts Sign NDA, gather content offer Deliver face to face demo Time limited, One-time offer Sign Contracts Incentivise Ratings and Reviews Follow-up case study /survey request *Subject to audit Copyright Usable Media Ltd 2018

6 Create Lead Magnets Comparison Lead Magnet production & costs Animation Battlecard Infographic Case Study Buyer / Journey Phase Buyer / Journey Phase Buyer / Journey Phase Buyer / Journey Phase Audit competition Audit competition Audit competition Audit competition Copywriting Copywriting Copywriting Interview(s) Storyboard / Scripts List FABs Wireframe Template Design & Voiceovers / Music Create in HTML Design PDF and HTML Versions Channels / Formats Channels / Formats Channels / Formats Channels / Formats Create Landing page Create Landing page Add to Website Add to Website Create Landing page Create Landing page 2,480-4, Create Landing page 3,400-7,800 1,680-2,400

7 Inbound-ready Creating funnels within the website - starting with Content Create Article / Story Social Paid SEO Buyer Journey Phase Pick Channels Pick Channels (YT, FB, Li etc) Article Optimisation Audit competition Create best-practice post(s) Define keywords On-site Optimisation Define Persona(s) Schedule optimal times Create Campaign(s) Off-site Optimisation Measure engagement Keyword Targetting Link Building Interview(s) Reporting Set Budget Reporting Template Bid Adjustments Add to Blog Reporting Link CTA to CRM Connect Sales Workflow Reporting / KPIs , , ,800

8 Results key to our ability to tackle new markets and accelerate growth. The Usable Media team worked across our business to understand what we do and our strategy for break-out growth. They helped us to craft and execute a complete marketing program to move us from practically zero marketing to modern, integrated multi-channel marketing. Their work has been key to our ability to tackle new markets and accelerate growth. Bob Anderson CEO, Protean Software

9 Results Combination of business accumen and detailed analysis. On a practical level they grasp the issues quickly and what they come up with isn't 'airy fairy' - it's real and meets the business objectives. There's that rare mix of pure creativity, business acumen and detailed analysis in the team. It's a potent combination. Patrick Ker CEO, FFX Tools

10 Contact Creative Director Google Squared Alumni Hubspot Partner Marketing Analyst Performance Marketing expert Hubspot Partner Pete Lock Partner Paul Stratford Partner Hatton Garden London EC1N 8BA