GTM Plan Strategy - Digital Marketing

By Hemant Kumar

The Way

The Market

Competitive

Market

Market Insights Transformation of the Online Industry

Market Need

• Begin with the need not the product or service

Economic Buyers

Your Business Distribution

Channels

Influencers

End Users

Overview : Online Market Users in India

Source : Google

People are more connected than ever, with increased access across many devices, especially smartphones.

The Smart Shopper in India

Source : Google

The Internet plays a key role in the consumer journey for many product categories. As a result, an integrated marketing strategy is critical for marketers and planners. The Smart Shopper shows how marketers can reach customers at key decision-making moments across 20 products.

The Local Shopper in India

Source : Google

Location-based advertising offers new opportunities for small and medium-sized businesses to successfully attract consumer attention. The Local Shopper helps businesses to understand where and when people look for local information and what type of information is most relevant, thereby enhancing their advertising strategies.

Market Segments

• Primary: Middle Class Families• Secondary: Upper Class Families

Account Development Plan

Correct Way to Approach

Deciding Factors : Online Shopping

Source : Google

Main Factors

•Quality•Price•Business Hours

Account Penetration Strategy

Focus Auction GuidanceHeadlights & Insights •Industry/competitive trend

analysis•Creation of collateral •Support deals in all accounts

•Leverage specific findings coupled with Thought Leadership assets and relevant solution offering to drive into top accounts

Positioning & Content •Leverage Case studies •POVs to position

•Develop campaigns •Enable sellers on key solutions offerings•POEM Strategy

Reputation & Eminence

•Leverage social media and media channels•Activate Communications•Analyst Relations channels

•Drive engagement via social eminence program•Extensively leverage social media channels to build awareness •Press Releases and Articles

Client Experience •Engage with clients during events •Leverage Events, client murals, infographic and datagram and related assets to propagate our competency in delivering value to clients

•Identify specific top accounts for client meetings at the webinar•Leverage collateral created for top accounts for local content syndication with partners

Which are the most successful in using products?

What is the potential lifetime value?

Market Overview : Focus

What are the most profitable accounts?

Which are the easiest to support?

Persona Account Based Marketing Strategy

Why ABM (Account Based Marketing)

Identify Your Target Accounts

•First and foremost, establish the business value of your accounts•Identify where the largest sales potential lies•Establish where each account is in the buying journey•If they’re current accounts, understand which products they have or have not purchased

Crawl, Walk, Run Methodology

•A named account list;•A target segment (defined by attributes such as industry or revenue);•A list of strategic accounts;•A customer list;•A list of customers up for renewal.

Market To Target Accounts

Segmenting target account list

•Persona-based marketing•Outbound marketing•Inbound marketing•Advertising campaign

Account Based Marketing “Treating individual accounts as a market in their own right”

Attributes of Target Accounts:

•Firmographic:Industry/Revenue/Location • Sales Named Accounts • Behavioral: Customer Journey, Product Interest

Measure Marketing Efforts •Record ad impressions by account•Use Google Analytics to gauge traffic and record engagement metrics from top accounts•Set up systems with your CRM and marketing automation enabling you to measure win rates•Establish revenue per account measures•Consult with analytics professionals to develop a useful formula to measure sales and marketing costs per account

Customer JourneyObjective Growth Revenue

(Quarterly) Industry Information

TechnologyTarget Audience & Customer Needs

Need, Requirement & Fulfillment : Customer

Market Sector: Market Growth Category

Online Services/Support

Buyer Journey Start a Conversation

Make Case Meet Experts Sales Handoff

Need Problem of the client/corporate

Searching for solutions i.e. quick solution

Discuss features and offers

Serious about moving forward & talk to expert

What Ways Social Media Engagement, Campaign, Success review stories, Case Studies, White Papers

Training, Case Studies, White Papers

Opportunities to meet with consultant

WOM (Client References)

Interaction Online Communities, Blogs, Portals, Telemarketing

Spending Categories : Paid Campaigns, Paid Social Media, PR, Telemarketing

Online Webinars, videos, on Portals or Face to Face events.

Spending Categories : Digital Marketing, Event, Seminar

Customer Conferences with Consultant.

Spending Categories: Digital Marketing, Customer Conference or Seminar

Focused marketing seminar

Spending Categories: Customer Conference or Seminar

Strategic Planning

“The thicker the planning document, the more useless it will be” (Brent Davies: 1999)

First Stage of Strategic Planning

Business Strategy

Types of Strategy

Strategic Intent

Future Thinking

Corporate Culture

Analysis

Evaluation

Retain Customers

New Business Plan to generate ROI

Lead Follow-up

Agenda

Lead Generation

PLAN OVERVIEW

1

2

3

4

Overall Marketing GTM Plan

GOALSWHERE will we promote and sell our products to target customers?

TASKSHOW will we promote our products to target customers?

RESOURCESWHAT will be our product portfolio/features for target customers?

EVALUATIONWHO will we actively target within the global market? We or Competitors

GTM Plan : Elements Buying Stages

Awareness

Interest

Desire

Action

GTM Elements

Promotion Strategies POEM – Paid, Owned and Earned MediaPaid Media Owned Media Earned Media

•Print ads•TV ads•Display ads•Paid search•Promoted posts on Facebook•Sponsored tweets

•Your website•Mobile site•Retail stores (online and offline)•Blogs•Social media channels•Apps•Magazines•Brochures

•Retweets•Facebook Likes•YouTube comments•Shares•Bloggers writing about your product•Online reviews•Word of mouth

Promotion : Device Selection

Source : Google

Internet / Mobile Users are increasing day by day same as Moore’s Law

Target

Via Email / Call

Using POEM

Follow-up

Marketing Program Planning

Online Leads

Conversion/Sales

Primary Objective

Digital Marketing Planning Framework

Competitive PricingUser A:Searching for Product Y

Searching in Google : “Online Product Y”

Paid /Organic SERPs : Portal A 1 SERP in Organic/Paid

Click on Paid/Organic 1 SERP result

Pricing and Brand Analysis

Visited Different portals Pricing

Purchased Product Y from Portal B

Conversion Process

Source : Google

Social Media : Correct Way to Target

Social Media users are increasing day by day same as Moore’s Law

Social Media – Engagement LinkedIn : Professional Networking

Number of Registered Users in USA : 124M+

To run ads in LinkedIn : Reach would be high and all professionals would be willing to enhance knowledge as per market

Goal : Target Professionals

Source : LinkedIn

Twitter : Easy to Target

Twitter Users: Increased by 3% in 2015

SMM platform to reach US market and build brand awareness

Social

Webinars

PPC

Paid Programs

Nurturing & DB Emails

FEB

Applicable Event

ApplicableEvent

ARCS & PILLARS

Add audience or persona



JAN MAR APR MAY JUN JUL

EVENTS

AUDIENCE & SEGMENTS

ONGOING

AVERAGE / MONTH•x programs•x webinars•x live events•x paid programs

Applicable Event

Applicable Event

Applicable Event

Applicable Event

Applicable Event

High Level Program Initiative



RAM : Responsibility Assignment Matrix

Yearly Program View by Quarter

Q1Activity A

Activity B

Activity C

Activity D

Activity E

Activity F

Q2Activity A

Activity B

Activity C

Activity D

Activity E

Activity F

Q3Activity A

Activity B

Activity C

Activity D

Activity E

Activity F

Q4Activity A

Activity B

Activity C

Activity D

Activity E

Activity F

Q1

Program RoadmapTACTIC

TACTIC

TACTIC

TACTIC

TACTIC

TACTIC

TACTIC

TACTIC

Q2 Q3 Q4

Campaign/Organic/

SMM

Email

ORM

SMM

TACTIC

Program Plan

CONTENTEMAIL TACTICS EVENT LEAD GEN TACTICS

1 HC

Email 1 : A/B Testing

Email 2 : Mass Customization

Email 3 : Retain Customers

eBook

Online PR

Forums

Blog Post

Webinar 1

Webinar 2

In-Person Event

Social

PPC Campaign

Paid Email Campaign

Direct Mail

SalesCall-down

Funnel Analysis: Activity AWHERE ARE THERE OPPORTUNITIES?

Current List for Program Send(X number of leads)

Webinar Sign-Ups(X%)

Webinar Attend(X%)

Webinar Follow Up Includes Offer for Demo(X%)

Attend(X%)

Good Leads(X%)

Opportunities(X%)

Won(X%)

Program Launch Date: x/x/2016Goals: Target Audience List Size: XY

Roughly X% Register ~ X NumberWebinar Dates:“

X% Attend – X Number

X% Register for Demo – X Number

X% Fit the Right Profile – X Number

X% Fit the Right Profile – X Number

Of those that attend the demo, X% become opportunities – X Number

Win X% - X Wins

Awareness / Lead Gen

Campaign Details

ONLINE MARKETING-SALES FUNNEL GOAL ACTIVITY

Interest

Demo

Opps

TARGET

Goal 1

Goal 2

Goal 3

Activity 1-5

Activity 1-5

Activity 1-5

Content Planning Six Sigma :Tree Drill-Down Process

Q1 Q2 Q3 Q4

Jan., Feb., Mar. Apr., May, Jun. Jul., Aug., Sep. Oct., Nov., Dec.

Ebook Ebook Ebook Ebook

Infographic Infographic Infographic Infographic

Slide Deck Slide Deck Slide Deck Slide Deck

Blog Posts Blog Posts Blog Posts Blog Posts

ONGOING INITIATIVE

ONGOING INITIATIVE

ONGOING INITIATIVE

VideosPer Quarter

Slide DecksPer Quarter

InfographicsPer Month

EbooksPer Month

Content Program

Messaging Arc Product Launches Trend Related Partner/Thought Leader SEO

Asset 1 Asset 1 Asset 1 Asset 1 Asset 1




GOALS:

X XX X

Yearly Events Calendar

Events Date Activity (1,2,3,4,5) Lead Goal Actual Lead #

Online Event A Date x Activity 1, 2, 3 Goal G Lead 10%

Online Event B Date y Activity 4, 5, 1 Goal F Lead 15%

Online Event C Date z Activity 3, 4, 1 Goal H Lead 25 %

Events

Yearly Webinar CalendarOnline Webinar Date Speakers Registration Goal Actual Registration

Webinar A Date B Speaker X Goal H Registration 10%

Eyes On : Competitors in Market

Thanks

One Way

The Market

The Market demand is fulfilled by only One Way.