Business Demand & Lead Generation Marketing Program May 14, 2018

Transcription

1 Business Demand & Lead Generation Marketing Program May 14, 2018

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3 Section A: Strategy

4 Foundational Discovery & Strategy

5 Digital Buyers Journey Website Visitors Top of Funnel Whitepaper / Article ebook / Report Infographic Video Bottom of Funnel Demo / Consultation Estimate Quote Technical Content Executive Summary Middle of Funnel Case Study Testimonial Webinar / Video Assessment Blog Social Media Web Page SEO/SEM

6 Content That Breaks Through

7 Marketing Automation Optimization Marketing Automation Platform database assessment MAP website setup Scoring model development Journey stream design & mapping Journey asset creation Attribution & reporting setup Campaign configuration & setup Campaign execution

8 Connected Experience Strategy Implementation Operations

9 vauto Case Study

10 Before

11 After

12 Mapped Journeys

13 Journey Assets

14 SEO & Lead Generation Content Mo/Mo Change -2.4% 0.9% -8.6% 0.9% 1.0% 0.6% Mo/Mo Change 35.9% 40.5% -10.3% -7.4% 20.4% 24.4% 43.1% n/a 47.8% -8.3% -42.0% n/a 2016 Avg YTD Change 287,811 9,437 88, % 11:00-4.2% -4.5% -68.7% 320.8% -56.7% % 2016 Avg YTD Change 54,758 1, ,843 7,171 10, , , % 57.8% -15.3% -15.7% 116.9% 116.6% 157.5% % 35.7% n/a % %

15 Landing Page Test Variants

16 The multi-channel lead generation program drove a 25% increase in qualified inquiries within the first month of program go-live.

17 Siemens Case Study

18 Traditional Marketing Content

19 Sales Enablement Tools

20 Total leads: 3,135 Total pipeline value: $448 million Value of deals closed : $28 million Marketing spend with The Mx Group to revenue ROI: 1:18

21 Section B: Approach

22 In This Section Strategy & Operational Support Content & Production Services Website Development & Design Video Development & Production Team Introductions

23 Strategy & Operational Support

24 Strategic Approach

25 Competitive Position

26 Buyer Insights

27 Search Audit & Behaviors Search Strategy Development Comprehensive research & mapping of search opportunities Assessment Analysis of technical, architectural & content issues & in-depth analysis of inbound link profile Benchmarking Measurement of the site s current rankings & search traffic

28 Solution Differentiation Stakeholder Meetings Product Downloads Market Insight

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30 Brand: Tone & Voice

31 Messaging: Value Maps Brand Value Identify Potential Company Value Identifying peak performers is the key to unlocking business potential. Business Owner Hiring Manager HR Value for the Audience Better hiring decisions make for better business performance. Value for the Audience Better hiring decisions improve personal and team performance. Value for the Audience Better process ensures consistency and a performance culture.

32 Messaging: Audience Message Maps NEED / PAIN What is a problem they need to solve? ASSERTION What do we do to help them? FEATURE How do we do it? DISTINCTION Why / how is how we do it different? OUTCOME / VALUE What does this do for the audience? The hiring decisions I make and how people perform reflects on me and my career. I ve got a lot riding on this decision. I need to make sure I hire the best people I can. WonScore can help you make the best decisions possible and feel more confident in these decisions by providing an objective and consistent standard you can use across all job roles and candidates. WonScore makes relevant data easy to understand, interpret and apply with a single Fit score. The single score provides a "macro" view of potential, and you can dig into this single score as much or as little as you like to understand potential at a deeper level. Wonderlic has done the work of aligning our well-validated testing with a practical and easy to use format for understanding, interpreting and applying data to your hiring process. I won't have to rely solely on my gut when I am making hiring decisions. Now I validate my intuition with facts, see potential in candidates and make the best possible hiring decision.

33 Planning: Content Planning Matrix

34 Planning: Lead Nurture Framework

35 Planning: Lead Generation Pillars

36 Measurement & Optimization

37 Content & Production Services

38 Content Development Process

39 Content Execution & Quality Control

40 Journey Implementation

41 Attribution & Reporting Setup Lead Performance Link Performance Performance Sales Insight Performance Leads by Status Leads by Revenue Stage Landing Page Performance Program Performance Company Web Activity Web Page Activity Social Influence Engagement Stream Performance Report

42 , Landing Page & Journey Testing Multi-step Rigorous Consistent Experience

43 SEO Tactical Plan (example) Based on the strategy, assessment and benchmarking work, we develop a prioritized tactical plan PHASE ONE Short-Term Tactics tags, content edits, analytics setup, basic URL rewrites, redirects, directory submissions, etc. PHASE TWO Long-Term Tactics long-term content strategy, large-scale site re-organizations, tool development, etc. Medium-Term Tactics linking programs, blogs, etc. Ongoing Monthly Maintenance Monthly reporting, re-evaluate strategies, performance monitoring, website monitoring, etc.

44 SEM Tactical Plan (example) Based on the strategy, assessment and benchmarking work, we develop a prioritized tactical plan PHASE ONE Short-Term Tactics market research and analysis, high value asset or page identification, initial ad placements and review PHASE TWO Long-Term Tactics long-term strategy, asset creation / optimization, etc. Medium-Term Tactics tuning based on initial results, setup ongoing testing framework, program expansion Ongoing Monthly Maintenance monthly reporting, strategy adjustment, goal review, etc.

45 Website Development and Design

46 Project Phases

47 Site Theory

48 User-centric Solution Pages

49 Content Hub

50 Video Development & Production

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52 Team Introductions

53 Team Composition

54 Your Team Lisa Everett Account Director Cristina Sarnelli Senior Account Manager Vrajesh Parikh Account Coordinator

55 Your Team Emily Williams Creative Director Thomas Hayward Creative Director Kelly Olson Director of Client Services

56 Your Team Jen O Brien Interactive Art Director Justin Cate Art Director Belinda Kou Senior Graphic Designer

57 Your Team Jenn Hollmeyer Senior Copywriter Emily Slayton Senior Copywriter

58 Your Team Miroslav Zugovic Manager of Video and Front End Development Matt Binz Business Analyst II Christina Coviello Front End Developer III, Marketing Automation Specialist

59 Section C: Implementation Plan

60 Onboarding & Transition Plan Week 1 June 4 8 Week 2 June Week 3 June Week 4 June Week 5 July 2 6 Kickoff Finalize all business elements Introduce team members Define program schedule Confirm content / plan for breakout discovery meetings Define communication protocol Discuss SLA and billing process Discovery Breakout Discovery Meetings (4) covering: products, customers, markets, brand identity, website and marketing automation discovery, competitors, messaging and existing material review Consensus and Planning Consensus and planning meeting(s) to: Review discovery conclusions Identify first projects to kick off First Project Kick off

61 Implementation Overview Deliverable June July August September October November December January February March April May Onboarding Competitive Research SEO Audit & Phase 1 Strategy Quarterly Planning Meetings Content Production Website Strategy Website Execution

62 Aligned & Agile An extension of your team, aligned with your needs. Efficient use of your time and resources Evolves as you change and grow - We bring focus where it s needed based on your situation - We scale to reality and are always practical in our approach - We work with clients where they re at, in the ways that work for them Annual plan. Agile approach. Long-view to make the most of strategic planning Flexibility to shift priorities and budget as needed

63 Relationship Management Type Frequency Mechanism Description Project status calls Weekly Web conference; project status spreadsheet Account / business review Quarterly In-person meeting; presentation Program budget reconciliation Monthly and conference call; budget spreadsheet Weekly call to review status of all open projects and available metrics and to proactively plan for upcoming projects. An updated project status spreadsheet and meeting action items will be provided as a follow-up to each call. During this call we will also review and update production calendars on USCC s applications, like SharePoint, as needed. Quarterly in-person meeting to review overall performance of activities for the previous quarter and to plan for the upcoming quarter based on your business objectives. Also used as an opportunity to discuss overall relationship and ways to optimize. YTD program budget reconciliation spreadsheet organized by campaign and itemized by project. Shows overall budget, cost incurred to date, and budget remaining for each project. Delivered monthly prior to invoices.

64 Communication & Management Tools Budget management Annual plan Proposals for new work Proactive communication Monthly budget reconciliation Workamajig project management system Weekly status reports, conclusion documents, etc.

65 Pricing: Summary $840,250 Website $71,750 Strategy $144,500 Content $624,000

66 Pricing: Strategy STRATEGY & OPS SUPPORT $144,500 Conduct audit & USCC differentiation recommendations $7,500 Framework for lead gen, nurturing, content development, testing & optimization $25,000 Define content tone and voice $10,000 Product download sessions: Discovery $7,500 Identify business service search behavior $2,500 Assess decision maker questions, motivations, intentions & actions $10,000 Strategic lead gen, lead nurturing & content opportunity matrices $7,500 Quarterly planning sessions: Planning, facilitation, documentation & follow-ups $24,000 Conduct customer interviews via phone to develop customer testimonials (included in customer testimonial fee in content section) Competitive marketing analysis (half-year version) $2,500 Program management: Status meetings, reports & ongoing coordination $48,000 Total $0

67 Pricing: Content STRATEGY & OPS SUPPORT QUANTITY $623,953 Whitepapers / Tech-trend papers(4 6 pages each) 12 $172,096 Customer testimonials (4 pages each) 6 $32,549 Articles (500 words each) 18 $56,507 Infographics 12 $173,254 Banner ads for uscg.com/business, featuring business content 15 $20,165 s 24 $85,382 Landing pages 24 $84,000 Total

68 Pricing: Website Total WEB DESIGN & DEVELOPMENT $71,750 Planning: Website kickoff & project management $10,000 Alignment to USCC branding & web guidelines $2,750 Development of solution positioning & corresponding message hierarchy $10,000 SEO strategic recommendation $2,500 Competitive analysis (included in competitive analysis in strategy section) Content audit & gap analysis (included in discovery/audit activities in strategy section) Ability to easily update & add new web pages as new solutions are launched $0 Concepting, creating, design, production & copywriting for: Responsive pages $11,500 Refresh AI & content strategy $5,000 Produce design & copy $30,000 $0 $0

69 Section D: Partnership Perspective Plan

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71 Industry & Business Insight Other firms we have worked with didn t really have an indepth understanding of our business that s where The Mx Group separates itself.

72 Strategy & Execution Mx has been a key contributor to our success, not only in strategy & vision, but then continuing into lead generation & management

73 Partnership Mx is really an extension of our business. They re like one of our own team members, & it heartens me to think of all the times, late at night, on weekends, crawling around the floor at NADA pulling wires they ve just been there for us in every respect. It s absolutely been a pleasure to work with this team.

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75 Section E: Q&A