Sigmaflow Insights CMO

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The Service Coach and SigmaflowContracted CMO Program


Agenda:1.Executive Summary2.Our Approach3.Game Plan Execution: Get Found4.Game Plan Execution: Nurture5.Schedule and Fees6.Next Steps


Executive SummaryActing as your contracted CMO (Chief Marketing Official) The Service Coach will invest more than 1,000 man hours over a 9 month period building out the Insights brand, generating a consistent, steady stream of inbound leads, increasing pipeline coverage and leading Sigmaflow to achieve it’s goal to increase customer count by 100% in FY2011.


Weekly Marketing SprintsEvery month we focus on implementing and executing a customized marketing game plan that will help you grow and advance to the next level. The monthly strategy is broken out into weekly marketing sprints.

Every week we work with our clients to review the previous week’s performance and discuss the game plan for the upcoming week in a 30 minute “Sprint Review Session.”

You will have complete visibility into performance metrics and will know what to expect as we work on growing your business.


Team ApproachYour account is assigned to a Chief Marketing Official and a team of inbound marketing experts who specialize in:

• Inbound Marketing Strategy• Paid Search• Content Creation• Social Media• Local Search Engine Optimization• Direct Response Marketing• Sales Pipeline and Lead Management


GAME PLAN EXECUTION:GET FOUND

Goals:• Build out website to 320-350 Google Indexed Pages in 9 Months.• Create interesting and remarkable content that attracts mid-market opportunities• Rank for 500 Keywords• Drive 3.5k visitors to site, convert at 3% and generate a steady stream of 100+ monthly leads to support 100% SaaS growth.


THE PLAYS


PLAY #1: STRATEGY AND PLANNINGA well run sales and marketing machine starts with a game plan. We develop, implement and execute a customized marketing playbook for your business. During the strategy and planning phase we will:

• Size up your market and perform a competitive assessment • Perform keyword research • Develop a content strategy and execution map • Analyze current assets • Develop a unique selling position • Identify your ideal prospect profile• Develop “Killer” Call-to-Actions Time to Execute: 30 Days

Time Lapsed: 30 DaysEst. Module Man Hrs: 90


PLAY #2: THOUGHT LEADERSHIP, ASSET DEVELOPMENT AND SALES TOOLS

On a monthly frequency create strategic content, assets, calls to action and customer testimonials to gain authority and generate leads:

• 10 500-700 word blog posts per month• 1 Benefit Themed Webinar Each Month• 1 New Asset (eBook, pdf, whitepaper, excel sheet, resource) each month• 1 Customer Testimonial and Press Release demonstrating ROI each month

Time to Execute: 30 DaysTime Lapsed: Recurring MonthlyEst. Module Man Hrs: 90


PLAY #3: DESIGN, SYSTEMS AND TECHNOLOGY

We monitor, measure and analyze performance metrics with the latest in call tracking and inbound marketing technologies. You will be able to control and easily make changes to your website. Your marketing department will be systemized and you will have mission critical marketing intelligence at your fingertips.

Course of Action:• Develop a product specific website for Insights

• Design a professional web 2.0 B2B look and feel• Host on Sigmaflow servers using Wordpress CMS• Leverage HubSpot and Salesforce.com for landing page and lead intelligence

• Leverage www.sigmaflow.com as anchor text site. No structural changes to main site.

Time to Execute: 30 DaysTime Lapsed: 60 DaysEst. Module Man Hrs: 160


PLAY #4: DEVELOP SITE FRAMEWORKCreate and Develop Preliminary Site Structure and Navigation. The site will expand in future modules:

Features – 1 page showcasing features frameworkWhy Insights – 1 page featuring benefits frameworkWho uses Insights – 1 page featuring customersResource Center – 1 page with first round of assets, webinars, CTA’sDemo – 1 page with call to action to setup demoBlog – 1 page with first found of blog posts connecting to resource CTA’sEvents – 1 page placeholder for upcoming events, webinars

Approximate Initial Total Page Count = 20 – 25Site GO LIVE on day 60

Time to Execute: 30 Days ConcurrentTime Lapsed: 60 DaysEst. Module Man Hrs: 90


PLAY #5: BENEFITS BUILD OUTPackage #1: Best Practice Transfer

Build out a page for main benefit and support benefits with following site structure:Why Insights > Best Practice Transfer (main benefit)> SUPPORTING BENEFIT

Best Practice Transfer•Process Variation Analysis•Success Modes Effect Analysis Toolkit•Project Portfolio Management •Process-centric Knowledge Capture •Process-centric Knowledge Transfer•Process-centric operating variable measurement •Process Scorecarding •Sustaining Process Improvement

End Game• Increased indexed pages• Rank for benefit based search terms


PLAY #5: BENEFITS BUILD OUT

Time to Execute: 60 DaysTime Lapsed: 134 DaysEst. Module Man Hrs: 200 hrs

Package #2: Business Process AnalysisPackage #3: Business Process ManagementPackage #4: Business Process TransformationPackage #5: Employee DevelopmentPackage #6: Enterprise Content ManagementPackage #7: Lean Six SigmaPackage #8: Phase – Gate Product DevelopmentPackage #9: Project Portfolio ManagementPackage #10: Supply Chain Management

End Game• Approx 100 core pages• Approx 200-230 keywords


PLAY #6: FEATURES BUILD OUTBuild out a page for each feature: ex. Site structure: Features > Approval Workflows

Administrative Configurability Advanced SearchApproval Workflows Dashboards Document Management Employee Workspace Financial Management Idea Management Project Execution Project On-the-GoProject Portfolio Management Roadmap Templates Standard Reports Training & Skills Management

Structure• Identify business challenge or goal• Describe Feature Set• Describe Feature function • Tie it back to real world application• List feature set benefits and connect to benefits page• Create a 2-3 show me video for each feature with above structure


End Game• Accelerate Sales • Repurpose Content in Nurture Camps


PLAY #7: VERTICALS BUILD OUT

Random keywords Monthly search volumemanufacturing project management 1300industrial project management 880engineering project management 12100construction project management 40500plant project management 880small business project management 1000telecommunications project management 390information technology project maangement 9900team project management 6600Source: Google

Build out a page for industry and connect to features, benefits and resources.•Identify 30 key vertical industries and capture relevant keyword traffic



PLAY #8: BUILD OUT TESTIMONIALS

Build out a page for each customer testimonial and case study and link to Who Uses Insights.

•Build out approx 8 case studies (Leveraging Content from ongoing Play #2)



GAME PLAN EXECUTION:NURTURE

GOAL:

• Increase pipeline coverage and keep leads warm• Develop lead nurturing campaigns for each call to action• Advance prospects to next stage in sales cycle• Accelerate sales cycles


Build out a series of up to 5 lead nurturing campaigns that keep leads warm and advances them to a new conversion event. Example lead nurturing campaign below:

PLAY #9: NURTURE LEADS

Downloads eBook

Day 3: Receives Email with repurposed blog article related to eBook. Call to Action is Demo Request

Demo

Day 10: Receives Invitation to register and view archived webinar Enters Webinar

Topic Lead Nurturing Campaign

Day 21: Receives Email w/ Free Download of a resource related to eBook



Description Est Hours Hourly Rate List Discount Subtotal Extended Complete By

Play #1 Strategy and Planning 90.00 $ 125.00 $ 11,250.00 50% $ 5,625.00 $ 5,625.00 Jan

Play #2 Thought Leadership, Asset Development and Sales Tools (Recurring Monthly) 90.00 $ 125.00 $ 11,250.00 50% $ 5,625.00 $ 67,500.00 Jan - Dec

Play #3 Design Technology and Systems 160.00 $ 125.00 $ 20,000.00 50% $ 10,000.00 $ 10,000.00 Feb

Play #4 Develop Site Framework 90.00 $ 125.00 $ 11,250.00 50% $ 5,625.00 $ 5,625.00 March

Play #5 Benefits Build Out 200.00 $ 125.00 $ 25,000.00 50% $ 12,500.00 $ 12,500.00 April

Play #6 Features Build Out 200.00 $ 125.00 $ 25,000.00 50% $ 12,500.00 $ 12,500.00 May

Play #7 Verticals Build Out 90.00 $ 125.00 $ 11,250.00 50% $ 5,625.00 $ 5,625.00 June

Play #8 Testimonial Build Out 30.00 $ 125.00 $ 3,750.00 50% $ 1,875.00 $ 1,875.00 July

Play #9 Nurture 90.00 $ 125.00 $ 11,250.00 50% $ 5,625.00 $ 5,625.00 August

Total Engagement $ 126,875.00

Monthly Rate 12 Month Term $ 10,572.92

SCHEDULE AND FEES


Next Steps..

•Discuss Concept•Accept Proposal and Draft Agreement•Schedule 2-week onsite visit and begin Play #1