Building an Integrated Marketing Plan

Margaret Dawson CMORival IQ

Building Your Integrated Marketing Plan

@seattledawson

#MarketingBootcamp

Digital Marketing Analytics with a Competitive Edge

Integrated Marketing

What is Integrated Marketing?

Unifying traditional and non-traditional marketing channels and applying

consistent branding, messaging and strategies and using cross-channel

promotions so channels reinforce and strengthen each other.

Why is it important?

Cross-Marketing Collaboration

Who Owns It?

What if You Own Only One Piece?

Get Your Piece Integrated

The Whole is Greater

than the Sum of the Parts


Creating the Plan

Bring Together the “Team”

Establish (company) as a global (industry)

leader by creating and communicating a

consistent, compelling, and differentiated

story that drives target customer

awareness, preference and revenue.

Create a Marketing Charter

Draft the Plan Together


The Plan

15

1. Market & Competitive Analysis

2. Marketing Objectives & Strategies

3. Marketing Channels & Tactics

4. Metrics of Success

5. Team Plans

6. Integrated Marketing Calendar

7. Marketing Budget

8. Go-to-Market

9. Messaging and Positioning

10. Reporting

Components

Integrated Marketing Plan

DISCLAIMER

I have used examples throughout this plan. These are made-up examples and not meant to represent any specific company or market.


1. Market Analysis

18

Market Category Here

What Market are we in?

~$15 Billion Market in 2014,

growing by ~10-12% a year

Description of the market category. This needs to be a

preexisting market not one you make up.

19

What Hill Are We On?

Sub-market or category

~$1.3 Billion Market in 2014,

growing by 18% over next 5 years

Expected to surpass $3B by 2019

Description of this sub-category. Also must be

something that already exists or is categorized.

20

Your Unique Market Niche or Capability

What is our Flag on that Hill?

This is something you can do that no one or

few others in the market provide. This you can

create.

Competitive LandscapeEnterprise Market

SMB Market

On-premise Cloud

Competitor

Competitor

CompetitorYour Company

Competitor

Competitive Landscape V2

23

Competitive Communication Audit

Marketing Situational AnalysisStrengths

• Strong customer base with high satisfaction

• Excellent spokespeople across exec and extended team

• Foundation of content and materials to leverage

• Strong momentum around awards, PR and analyst reports

• Clear product roadmap and release schedule

Weaknesses

• Still not being included in all related articles and reports

• Not seen as clear leader in any particular market

• Confusion around market category and space

• Brand awareness still low compared to competition

• Social media presence and engagement low

• No focus on customer references / case studies

Threats/Challenges

• Increasing competition from a wide range of vendors

• Market consolidation – noisy M&A environment

• Limited budget and resources to manage multiple partner marketing plans and initiatives – spreadtoo thin

• Hard to identify the long-tail searches and terms people use to find us

• Social media environment complex and multi-channels – hard to keep up

Opportunities

• Use partnerships to make company perception bigger than reality

• Use product releases to show platform/technology innovation, create media buzz and increase competitive edge

• Building out good content machine to use across marketing mix

• New Website content should improve SEO traffic

• Use customers to show proof points with prospects and analysts/media

Challenges & Actions Required

1. We are NOT in the market

conversation – low share of voice

2. Too many different brand messages

and conflicting channels

3. Competitors are acquiring quickly and

building market share

4. Not focused enough on existing

customer satisfaction

5. Product development cycle too slow –

new products lagging

Invest more in public relations, social

media and events – get out there!

Simplify and unify our story with new

messaging and deliver consistently

Deliver improved competitive

intelligence and recommendations

Provide clear NPS statistics and create

new customer-focused programs

Create inflection points beyond

product to make news and noise

Therefore, our marketing needs to:


2. Marketing Objectives and Strategies

Start with the End in Mind

28

Top Business Goal

$500K New Revenue in 2015

29

Top Supporting Marketing Goals

1. Be seen as the destination and expert

source for our target market

2. Grow demand generation database with

quality leads

3. Increase lead to sales qualified

conversion rate

4. Reduce churn

30

Marketing Strategies

Research &

DiscoverEvaluate Engage Purchase Validate Use Grow

Be Seen as Experts

Build influencer program and grow 3rd

party blog program to increase mentions

and association

Increase thought leadership and

market presence through speaking

engagements, blogs, etc.

Grow Leads

Expand SEO and PPC content to

increase quality score and search results

Identify and invest in top demand

generation channels, including live and

online events, syndication, etc.

Increase Conversion

Drive more content and programs around value prop, how to’s and top use cases

Evaluate pricing and packaging and

recommend changes and/or promotional

initiatives

Reduce Churn

Implement customer education and communication

programs to increase customer success

with product

Show more customer love through gifts,

events, etc.

Aligned to Buyer’s Journey

Content & The Buyer’s Journey

Research &

DiscoverEvaluate Engage Purchase Validate Use Grow

• Messaging and Positioning

• Website content

• Blog

• Newsletter

• Trial User Training Webinar

• Trial User Email Cadence

• PR Articles

• 3rd Party Referral Blogs

• Speaking Engagements

• Two-page Overview

• How-to Videos

• Getting Started Guide

• Competitive “Battlecards”

• Analyst reports

• Case Studies

• Best Practices Whitepapers

• Customer Testimony

• Customer Webinars & Training

• Awards & Reviews

• Customer Email Cadence

• Quarterly NPS

research

• Customer upgrade

promotions

• Customer Events

31


3. Marketing Tactics

Awareness

& Thought

Leadership Events

Digital

Strategy

Product

Marketing

Content /

Documentation

Sales

Enablement

Demand

Gen / Lead

Mgmt

Partner

Marketing

Marketing

Strategy &

Operations

Global

Marketing

Messaging Corporate

Events

Website /

Blog Ops

Voice of

Customer

Collateral University DG

Campaigns

Channel

Mktg

Competitive

Intelligence

Regional

Plans

Evangelism Technology

Events

SEO / SEM Product/Solutio

n Messaging

API Docs Internal Sales

& Training

Lead

nurturing &

scoring

MDF

Program

Mgmt

Strategic

Projects &

Initiatives

Localized

campaigns

Branding /

Advertising

Industry

Events

eCommerce Launch Plans &

Implementation

Product

Technical Docs

Partner

training

Lead

Conversion

Flow

Strategic

Alliance

Mktg

Metrics &

Reporting

Global

Budget

Mgmt

PR – AR Partner

Events

UX / UI -

architecture

External

Roadmap

Getting Started/

How to / User

Guides

Sales tools &

Playbooks

Content

Syndication

OEM

Partner

Marketing

Salesforce

Admin

Global

Launches

Tht Ldrship

Campaigns

Analyst

Events

Web Content Market

Research

Infographics /

Digital Content

Customer

References

Online

Campaigns

Solution

Partner

Marketing

Budget &

Procurement

Exec /

Internal

Comms

Webinars Blog Content Product

Evaluations

Web Content DG Asset

Mgmt

Partner

Events

Speaker’s

Bureau

Social Media Demos /

Product

Overviews

Graphic Design Partner

Lead Gen

Marketing Areas & Tactics

Try to Focus on Top Channels

Top Channels

SEO

PPC / SEM

Targeted 3rd Party Blogs

Content Marketing

Email Marketing

Social Media

Public Relations

Engineering as Marketing


4. Metrics of Success

36

2015 Metrics Snapshot

Overall Direct Channel

Total New Revenue $500k $320,000 $180,000

Average Deal Size $6k $5k

# of Deals 90 54 36

# of Qualified Leads (10% qualified to deal)

900 540 360

# of Leads Required (15% Lead to Qualified)

6,000 3,600 2,400

37

Total Revenue for Year: $504k

Success Metrics: Revenue

42000

72000

90000

120000

20000

40000

50000

70000

0

20000

40000

60000

80000

100000

120000

140000

Q1 Q2 Q3 Q4

Revenue by Quarter

Direct Channel

38

Total Number of Deals for Year: 90

Success Metrics: Deals

7

12

15

20

4

8

10

14

0

5

10

15

20

25

Q1 Q2 Q3 Q4

Deals by Quarter

Direct Channel

39

Total Qualified Leads for Year: 900

Success Metrics: Qualified Leads

70

120

150

200

40

80

100

140

0

50

100

150

200

250

Q1 Q2 Q3 Q4

Qualified Leads by Quarter

Direct Channel

40

Total New Leads for Year: 6,000 required

Need to front load due to 3 – 6 mos sales cycle & prep for next year

Success Metrics: New Leads

2,000

3,000

2,000 2,000 2,000

0

500

1,000

1,500

2,000

2,500

3,000

3,500

Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

New Leads by Quarter

Marketing ScoreCard

Strategic

ObjectiveItem Target Metric Q1 2015

Grow Revenue New Revenue • $500k

Grow LeadsNew Leads • 6000

New Qualified Leads • 900 qualified

Increase

Conversion

Conversion Lead to Sales Qualified

• 15%

Be Experts in

Market

PR / Social Share of Voice • Top 3

Analyst Rankings • Leadership Rankings

Reduce Churn Customer churn rate • Under 5% by Q2

= on track, trending right direction

= at risk, issues or delayed

= goal not met, cancelled or high risk


5. Team Plans


Demand Generation

44

Goals

1. Xx

2. Xx

3. Xx

Demand Gen Goals & Strategies

Strategies

Xx

Xx

Xx

DG Team ScoreCard

Strategic

ObjectiveItem Quarterly Goal Q1 2015

Grow Revenue Monthly Recurring Revenue

New Leads

Website leads

Event leads

Other leads

Conversion

Rates

Inside Sales /

Telemarketing

Lead

Nurturing

Sales

Campaigns

= on track, trending right direction

= at risk, issues or delayed

= goal not met, cancelled or high risk

Lead Nurturing Program

Raise Hand: Registration, online media, event

7

Marketing 1: Thank you letter with offer

21

Marketing 2: Informative content with call to action

21

Marketing 3: Segmented info with call to action

21

Marketing 4: Demo or high value with call to action

Lead Generation call

Follow-up email based on call with deliverable

If become Opportunity, sales takes over and

continues touches and deliverables

Moves through opportunity stages

Sales Nurturing: Qualified through Opportunities

Bi-monthly Newsletter

Event / Webinar invites

Analyst reports or news articles

Marketing NurturingCommunicationsCadence:

Sent to all leads, opportunities,

customers and connections

If under 40 pts or no action,

move to cadence If over 40 lead points,

automatic sales call

If no decision

within 6

months, goes

back to

marketing

nurturing

46


6. Marketing Calendar

Integrated Marketing Calendar


7. Marketing Budget

2015 Marketing Budget

Budget Category 1Q 15 2Q 15 3Q 15 4Q 15 FY 15 Total

Total Marketing

Programs840,000 1,050,000 955,000 865,000 3,510,000

Demand Generation &

Sales Enablement100,000 300,000 200,000 100,000 700,000

Partner Marketing 50,000 50,000 50,000 50,000 200,000

Digital Strategies 25,000 25,000 25,000 25,000 100,000

Awareness & Thought

Leadership75,000 75,000 75,000 75,000 300,000

Events 150,000 150,000 150,000 150,000 600,000

Content / Documentation 15,000 25,000 30,000 40,000 110,000

Product Marketing 50,000 50,000 50,000 50,000

Marketing Strategy &

Operations25,000 25,000 25,000 25,000 100,000

Global / Field Marketing 350,000 350,000 350,000 350,000 1,400,000

Exec Summary


8. Go-to-Market

52

What is Our Go-to-Market Strategy? D

ire

ct

• Enterprise

• How do you reach them

Thro

ugh C

hannel

• What kind of channel

• How do you reach them

• How do you partner with them

• Why do you need them

Part

ner A

ttach • Integrate with

other technologies

• How do you choose which partners

• How does the integration work

52

53

Value Prop by Go-to-MarketD

ire

ct

• What is the value prop for these customers

Thro

ugh C

hannel

• What is the value prop for these customers

Part

ner A

ttach • What is the

value prop for these customers

53

54

Target Geographies

1. North America *

2. Western Europe

3. Asia Pacific

4. ROW

Target Market

Hubspan Confidential

Target Companies

1. Enterprise

2. SMB through Channel

* Marketing investment will focus 1H 15 on North American

55

Media

• Technology

• Business

• Regional

Bloggers / Influencers

• Business

• Cloud

• Big Data / Tech

Secondary Target Audiences

Analysts

• Enterprise IT

• Cloud

• Big Data

Investors & Employees

56

Target Customer Personas

SMB Small

2 – 99 employees

SMB Medium

100 – 1,000 employees Enterprise

Bob Smith

CEO

BS Engineering

Rita Mehta

VP, Technology & Security

Big Deal Pharmaceuticals

Antonio Clarkston

CIO

Mongo Bank Worldwide

Through Channel & Technology Partners Direct Sales

57

Our Target Customer: SMB Small

• Largest group of SMBs worldwide

• Once 25 to 50 employees, has at least one internal IT

person – but needs expertise from channel partner

• Owner usually still approves all “IT” decisions

• Sample industries would be:

eCommerce retailers

High-tech companies

Healthcare Offices

Engineering firms (CAD/CAM)

Restaurants / Small Shops

Food or Alcohol Distribution / Manufacturing

Media or production companies

Law firms

• Needs to move to SaaS apps and cloud solutions, but

might be slow to upgrade

• VERY cost sensitive – wants a deal and hates the cost of

technology

• Starting to embrace BYOD out of necessity

• Needs some hand-holding and likes fast tips and training

Bob Smith

CEO

BS Engineering

58

• Has IT department with specialist areas

• Price and resources still an issue

• IT investments & decisions made by VP/CIO

• Networks with peers for ideas and recommendations

• Embracing the cloud to obtain next generation solutions

and save dollars – but security a big issue for them

• Already uses multiple SaaS applications

• Wants enterprise-grade solutions and support at SMB

pricing

• Sample industries would be: Technology Companies

Healthcare or Pharmaceutical companies

Large engineering firms (CAD/CAM)

Manufacturing

Retail

Packaged foods / products

Restaurant groups

Our Target Customer: SMB Medium

Rita Mehta

VP, Technology & Security

Big Deal Pharmaceuticals

59

• Has large, distributed IT organization, usually with

global base and conflicting regional policies

• Under huge pressure to use cloud

• Constantly needs strategies around big data, security,

cloud computing, etc.

• Wants to work with minimal number of vendors – and

use those that can be partners across several areas

• Needs to be relevant to business and show how IT is

driving business impact

• Doesn’t like “sales” people and wants to be treated

like a VIP by vendor executives

• Wants to be seen as a thought leader among his

peers

• Sample industries would be:

High-tech

Telecom

Industrial / Manufacturing

Healthcare

Our Target Customer: Enterprise

Antonio Clarkston

CIO

Mongo Bank Worldwide


9. Messaging and Positioning

Messaging & Positioning Framework


10. Reporting

63

Set a Review & Report Cadence

Quarterly

Scorecard & Plan Review and Updates as Needed

Quarterly Business Review

Monthly

Marketing Calendar Update

Budget Review & Adjustments

Scorecard Check-in

Weekly

Digital Strategies Review Content Calendar Check-in

[email protected]

Thank You

Building an Integrated Marketing Plan

Marketing

Transcript of Building an Integrated Marketing Plan