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Here are some simple ideas to help you build your marketing plan
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Creating a
Marketing Plan For your Technology and
Software Company
Fundamentals
Six components to your marketing plan
1. Acquisition
2. Activation
3. Usage
4. Retention
5. Market Development
6. Market Insight
Each defined against measurable goals and objectives
Tactics vs. Strategy
Strategy: Tells you
where you want to
go
Tactics: Tells you
what you need to
do to get there
Integrate both into
your plan
Strategic and Tactical
Examples The following pages outline some potential
strategies and tactics to inspire your marketing plan
Key Marketing Opportunities
Define, develop, execute marketing strategies for your key products and service deliverables, e.g.,
Advisory Services
Product Engineering Services
Application Lifecycle Management
Quality Assurance Services
Back Office Optimization
Legacy Modernization
Enterprise Mobility
Cloud Services
Engineering Design
Client Retention Planning
Proactively Retain Current Customers, e.g.,
Post-sale VIP engagement
VIP networking events
Learning and networking
“Life event” management
Management re-orgs, new staff
Customer Advisory Panels
Cross-selling initiatives
Create a Values Mantra
Create Brand Standards Includes, but much more than logos and fonts
An expectation on how you present yourself to: Clients, prospects, competitors, suppliers, team
members, community
Standards for all communications materials Business cards, stationary, envelopes, signage
Websites
Trade shows
Telemarketing scripts
Collateral, brochures, signage, etc.
Utilize HQ and regional-base resources to tailor branding to local markets, languages, cultures
Invigorate On-Line Presence
Re-engineer architecture of websites to
support brand and communications
strategy
“Company.com” (core website)
Other “supporting” websites
Utilize highly qualified resources for design
and technical support
Mobile-optimized where ever possible
Simplified Website
Architecture
Home Page
Services
Product A Product B Product C
Industries Careers
Openings
Case Studies Management
Team Contact Us
On-Line Strategy Defining the end-
game Websites Social Media
Advertising
Newsletters Lead generation
SEO
Brand message Content
Build a Case Study/White
Paper Library
Build awareness of your Company and executive/leadership teams as thought leaders Engage Clients, Team Leaders and Account
Managers to create library Build case studies for each client
Prepare white papers professionally
Present papers at relevant trade shows, conferences, seminars
Use content for websites, advertising, brochures, etc. to build “street cred” and support sales efforts
Collateral Case Study
portfolios
Trade show handouts/brochures
Videos for websites, tradeshows, etc.
Email, direct mail
Sales support
Event Opportunities Utilize events and trade
shows to build brand and sales Build personal
relationships
Retain current clients
Develop media contacts
Raise awareness and stature
VIP events
Speaking opportunities
Strategic assessment Searches and selection
Services negotiation
Exhibit & space management Sales plan development
Collateral/sales support Exhibitor/attendee
marketing
Event budget management
Lead follow-up/reporting
Future recommendations
Media & Public Relations
Build awareness and enhance reputation of your firm and key management
Attain “share of voice” in media
Present papers at relevant trade shows, conferences, seminars
Consider retaining highly qualified P.R. firm
If you are international, select locally-based division of an international P.R. firm to build media presence in key worldwide markets
Media & Public Relations
Strategy
Executive skills development
Story and message development
Media contact development and management
Crisis management readiness
Social Media Management Utilize social media to engage team,
prospects, customers, candidates, community LinkedIn
Public Speaking, Networking, Viral Marketing
Special Events/Community YouTube videos
Blogs
Google +
Pinterest Twitter
Etc.
Just the Start
A good marketing plan is a “living” document
Evolves based on new knowledge, experiences, competition, technology, internal and external forces