xyz.comDigital Proposal

Xyz.com is B2B Business that relies on

digital marketing to find prospective

customers

Index1. Why do we exist?

2. How do we accomplish our objectives?

3. How well have we performed?

4. Defining key Segments

5. Execution Plan

a. Website

b. Email Marketing

c. Search Advertising

d. Display Advertising

e. Social Media Advertising

6. Measurement & Optimization

Why do we exist?Objectives for xyz.com

1

- Create Awareness

- Generate Leads

How do we accomplish

our Objectives?Goals for xyz.com

2

Strategies to meet our objectives

Create Awareness- Online Acquisition Strategy

- Inbound Marketing

- SEO

- Digital Advertising

- PR Promotions

Generate Leads- Lead Capturing Strategy

- Contact Us

- Newsletter

signup

- Form

Fills(Content)

How well have we

performed?Key Performance Indicators for xyz.com

3

The key KPI groups will be broken down to a more

granular level metrics, and will be measured against set

benchmarks to evaluate performance

Awareness Leads

Quality of traffic Conversions

Content Consumption FormFills

Defining Key SegmentsPeople | Behaviour

4

People

Other

Main Focus

Other

Behaviour - Marketing Funnel

X%

Y%

60%Z%

Web Visitor

Raw Lead

Sales Qualified Lead

Execution

How we plan

to take it to

the next level

Website : from good to great

User Experience

- Site Structure

- Navigation

- Form Fill Experience

- Mobile Experience

Content

- Helpful content at each stage

- Awareness

- Evaluation

- Purchase

- Diverse content types

- Brochure/Articles/Blogs

- Webinar/ScreenCast/Video

- White Paper/Case Studies

- Infographics/Slide Decks/Blogs

Search Visibility

- Onsite SEO

- Keyword rich content

- Helpful Content

Month 1 - Month 6

Email Marketing

Monthly NewsletterUpdates on company, product and

services along with highlights of the

month

Lead Nurturing MailersA series of mailers including thank

you mailers,getting started mailers

etc, that helps a lead evaluate our

services

List ImportsMailer campaigns for email bought

from 3rd party vendors such as

discoverorg.com and

zoominfo.com

Insight Based MailersIdentifying user behaviour and

trends and replicating the same

through mailers

Month 1 - Month 6

Search Advertising

◇ Optimize for Brand Keywords

Acquires a more relevant audience

Month 6 - Month 9

◇ Target relevant keywords

◇ Target low competition related keywords

Display Advertising

◇ Remarketing : Accelerate the buying cycle

Helps to penetrate a wider audience/Act as a reminder

Month 9 - Month 12

◇ Display Ad’s : Be visible in new audiences

Social Media Advertising

◇ Facebook ￭ Remarketing

￭ Display Ads

Build social communities while acquiring leads

Month 9 - Month 12

◇ Linkedin￭ Remarketing

￭ Display Ads

Measurement &

OptimizationMetrics | Testing

6

Month 1 - Month 6 (Organic)

◇ On Site Behavioural Metrics

◇ Evaluating traffic quality by

Source/medium

◇ Click Through Rate

◇ SQLs

Measuring Performance

Month 6 - Month 12 (Organic + Paid)

◇ Cost Per Acquisition

◇ Conversion Rate(SQL/Customer)

◇ Customer Lifetime Value

Call To Actions

Conversion Rate Optimization

Step Reduction Page Reduction

Copy testing

Form testingLayout testing

Thanks!Any questions?You can find me at:

◇ @malindasen

◇ malinda.senanayake@outlook.com