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Sales & Marketing
Sales & MarketingGenerating & Maintaining Demand
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SituationAudit the current Business Status. Includes Sales Channels, Deal Reviews, Market Share, Competitors, Goals, Plans, Challenges, Timeline
ObjectivesIncreased Volumes of Refererrals, Leads & Enquiries. Reduced Churn and Improved CPA. Visibility on Conversions and Total Cost to Market.
StrategyDefine the inbound Plan - Prepare Battlecards against Competitors. Define Value Propositions Create Content Library of Graphics, Videos, Downloads, Calculators etc
TacticsRelease Content Assets via Lead-capture techniques in agreed channels from Social media to Email.
ActionsCreate and share Project Plan in Gannt Format and agree Tasks, Times and Checkin dates
Control - KPI’sBuild Marketing Dashboard and Report on Outcomes
Executive SummaryNo. 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
Establish BudgetSituationGoalsPlansChallengesTimelineConsequences
PersonasC-Suite (role)Industry RegionPains / Gains
Product TypeServiceProductCombination- B2B- B2C
Approach
Audience BuilderGather:Deal ReviewsCRM List(s)Data List(s)
Channel BuilderBuild Channel List(s)LinkedinQuoraAd-NetworksTrade Press (direct)ForumsCRM SegmentsEmail Cold ListFacebookTwitter
Offer / Value Report / ChecklistValue statements - Pain / Gain
Setup WorkflowsKeyword VolumeKey MessagesLanding Page CopyWorkflow Email CopyChatbot ScriptsMeeting Scheduler
Connect CampaignsGoogle RetargettingLinkedin Profile ViewsLinkedin MessagesCold Email sendsCRM Email SendsPPC CampaignsQuora RetargettingQuora Expert AnswersFacebook retargettingLinkedin GroupsFacebook Groups
Hubspot ConfigurationChatbot(s)Meeting SchedulerCall to ActionsEmail Workflow / TriggersDealsConfigure Dashboard
Bespoke ConfigurationsCRM IntegrationWorpress Plugin(s)Hotjar
Research Planning Implementation Software Automation
Establish FrequencyDaily, Weekly or Monthly
Sales Reporting:Companies VisitedPeople Profiles / RolesPages Visited / TimeAttribution / ReferralLead Scoring
Marketing Reporting:Keyword PeformanceSocial EngagementAd PerformanceCompetitor Ranking
Consultancy Reports
Building the Funnel
1. Linkedin articles / Ads
2. Google Display Ad network
3. Press Ads / PR / Advertorials
4. Pay per click Google Ads
5. Advocates / Emails
6. SEO
Onboarding
Example Campaigns / ChannelsMeasure KPIs
1. Retargeting (Sequential ads)
2. Email content workflow
3. Chatbot sequence
4. Calls
5. Social media
6. Offer / Invite
Email / Call / Ad Sequences
Example Drip-marketing steps
1. Sign NDA, gather content offer
2. Deliver face to face demo
3. Time limited, One-time offer
4. Sign Contracts
5. Incentivise Ratings and Reviews
6. Follow-up case study /survey request
Onboarding
EmailFace to Face Sign contracts
Copyright Usable Media Ltd 2018
Marketing Qualified Lead (MQL)
Sales Qualified Lead (SQL)
Social / PaidAdvertising
Ad Impressions
Click Through’s
Likes, Shares, Reach
Sentiment / Ratings
Visitor Volume
Subscribes
Open rates/clicks
Email enquiry
Calls
Visitor Volumes
Goals / Conversions
CPA
Measure attribution
Positive Conversions
Failed Conversions
Value Prop 2
Value Prop 3
Awareness/Top of the Funnel: Promote Lead Magnets
Consideration: Drip content
Value Prop 1
Survey News SiteCalculator/League Table
*Subject to audit
Measure KPIs
Offer 1 Offer 2 Offer 3
Create Lead Magnets
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
Key Messages Key Messages Key Messages Key Messages
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 Create Landing page
£3,400 - £7,800 £1,680 - £2,400 £2,480 - £4,650 £660 - £990
Comparison Lead Magnet production & costs
‘Inbound-ready’
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
Key Messages 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
£660 - £990 £330 - £2,460 £660 - £4,700 £330 - £7,800
Creating funnels within the website - starting with Content
Results
“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 AndersonCEO, Protean Software
key to our ability to tackle new markets and accelerate growth.
★★★★★
Results
“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 KerCEO, FFX Tools
★★★★★
“Combination of business accumen and detailed analysis.
Paul StratfordPartner
Pete LockPartner
Creative Director Google Squared Alumni Hubspot Partner
Marketing AnalystPerformance Marketing expertHubspot Partner
19-21 Hatton GardenLondon EC1N 8BA
www.usablemedia.co.uk
03300 974493
Contact