Digital marketing plan basics
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Transcript of Digital marketing plan basics
Marketing automation
refers to software platforms and technologies designed
for marketing departments and organizations to more
effectively market on multiple channels online (such as
email, social media, websites, etc.) and automate
repetitive tasks
[ Thanks Wikipedia!]
All Market (TAM)
Demographics
Business
Psychographics
Demand
Marketing Automation
Marketing Automation Program
Target Buyer
Brand Audit & Training
Brand Development
Tools & Processes
Downstream Processes Definition
Upstream Process
Definition
Feedback Loop
Marketing action plan Feedback Loop
Starting the process
Build up a brand
Design processes
Define best practices
Coordinate with BDMs & Engineers
Deploy a media presence
Research
Define Background
Coordinate & Source Resources
Define Deliverables & Times Lines
Brand Image, Color and Font
Brand Practices
KPIs
Brand Audit & Training Baby Steps
Tools & Processes
• Tools can be monotonous but necessary to: – Coordinate Resources
– Value Markets and Opportunities
– Select Proper Campaigns and Investments
– Tether Marketing to Finance and Company Strategy
– Gain actionable VOCs (Voice of the Customer)
– Establish KPIs and asses ROI
Coordinating and Refining Existing Resources
So what tools… and where do I use them?
Downstream Marketing (In-bound) Data Collection & Strategy
Organizational
• Use minimally but religiously
• Ideal for event selection & user experience
• SWOT, VOCs, Brand Equity, Scenario
Analytical
• Must be tethered to organizational activities
• Ideal for KPI creation & NPD opportunities
• TAM PAM SAM
• NPD Vitality
Upstream Marketing (Out-bound) Data Utilization & Tactical Deployment
Digital
• Webpage, SEO and Content
• Video Content and Webinars
• Blogging, News and Case Studies
• Data Collection
Material
• Collateral Circulation and Appearance
• Trade Shows
• Sales Enablement (Intranet)
• Data Utilization
Marketing Automation
Marketing Automation
tradeshow website social media
ads
Anonymous tracking
Conversion (business card, form, trade show, etc)
Scrub Data (remove duplicates, merge leads, etc)
Inbound/Outbound Marketing
Collect Information
Behavioral Track Lead’s Behavior Demographic
86+ Rank Lead 66-85 26-65 0-25 Not a Lead
Reach Out When Lead is Ready
BDM Inside Sales Sales
Contact in 5 min
Inside Sales
Contact in 24 hr
Nurture Nurture Employee Competitor
Oh yeah!
Let’s go for a hike
Karaoke?
Can I make you dinner?
Let’s go on a trip!
Will you marry me?
Uhmm… I’m not ready
Hey, It’s nice to meet you. My name is (Your Name). Want to have
dinner?
Let’s have
another baby
Honeymoon!
Let’s have a baby
Let’s go for a hike
#2
Marketing Automation is a bit like dating. Sales and Marketing Workflow
• Lower the Barrier to Entry
Minimize what you put behind a
form
• Ask more at each interaction
Utilize progressive profiling to
collect more information as the lead becomes more engaged
Listen
Customer Pull
• Provide education and information on a demand basis
• Give things for free (white papers, tools and tips)
• Build on information delivered based on lead’s actions
Anonymous MCL MEL MQL SAL SQL Customer
SFDC Contacts Only SFDC Leads AND Contacts SFDC Leads Only
Digital Marketing Platform of your choice!
Funnel Phases and Lead Revenue Stages
Anonymous MCL MEL MQL SAL SQL Customer
Bringing together Strategy and Tactics
M S Automated in Marketo SFDC triggers action in Marketo
Marketing Responsibility Sales Responsibility
Inside Sales Responsibility
Not a Lead
Recycle
Lost
S
M
S
M
S
A
A M
M
M
M A
A
M M S
S
Anonymous MCL MEL MQL SAL SQL Customer
Not a Lead
Recycle
Lost
Consideration
- Industry Positioning
- Guide Evaluation
- Solution Focused ROI
Evaluation
- Product Focused ROI
- Case Study
- PR
Remarketing
- Advantage over competitor chosen
- Why switch
- New Products
Awareness
- Thought Leader
- Build Brand
- Low Pressure
Remarketing
- New Products
- Complimentary Products
No Nurturing No Nurturing
Nurture Stages
M
APAC, 315, 22%
China, 89, 6%
EMEA, 269, 19%
India, 62, 5%
USA, 675, 48%
No Lead Left Behind
• Power of Content & Marketing Automation
Coordinate content themes
in case studies at webinars, events to generate web interest for product or technology. Become a THOUGHT LEADER.
Automated Nurturing, Scoring, & Qualification of Leads
Lan
din
g Pa
ges
/ C
TAs
Sale
s R
ead
y
Awareness Consideration Evaluation
Op
po
rtu
nit
y
Won
Lost
Analytics
Improve & Create Content
• White papers • Webcasts • Newsletters • Best Practices • Solution Briefs • Datasheets
• Webinars • Case Studies • FAQ’s • Tech Briefs • Brochures
• Free Trial • Demo • TCO Calc.
Retention & Recycling
Sales / Marketing Inside Sales/Sales
Paid Search
Trade Shows
PR
Social Media
Blog
Website
Organic Search
Outbound
Inbound
Marketing
Feedback Loop Summary Integrated Marketing