BrandX Marketing Strategy
D R A F T
Guiding Purpose
BrandX: continue to grow market share and average deal size by empowering the target market to self qualify and demand more from their providers online.
Buyer Persona
Waste Management
Existing customers
Operations (users)
Prospects
Executive (Buyers)
Operations (Users)
Misc
Other
Quarries
Logistics
Team Structure
Marketing Manager FT
Marketing Executive FT
Design FT
Brand strategy CONTRACT
PR CONTRACT
SEO Specialisation (TBC) CONTRACT
Marketing Triggers
Legislation changes
Demand growth
Nurture (information program)
Re-prioritisation
Content Strategy
Awareness Stage
Webinars
Campaign based (monthly?)
Blog
Regular monthly posts from multiple contributors
Delineate Exec and user audience content
Vlog
Alternative format for blogs
Thought leadership
Webinar derivatives
Though leadership
Internally created
External collaboration
Infographics
Channels
Web site
Newsletter (web digests)
PR
Adhoc (case studies and win announcements)
Social Media
Targeted PPC
Small budget, act as an interest scope to drive traffic to targeted SLP's
Campaign emails
Paid placement ADHOC (eg: WMAA email bulletin, advertising)
Evaluation Stage
Case studies
Zebra pre-qualificaiton survey
Product collateral
Other content to assist procurement, pre-process
SEO/SEM
Keyword list
Lead Qualification Process
Awareness Stage
Free views - blogs, case studies, data sheets (visitor not necessarily known)
Content signup for drip feed
Webinar attendance/recordings = push to evaluation phase
Evaluation Stage
Form completion = Lead (qualification stage)
Hot lead capture
= MQL
Lead automation software (earmark for FY17 discussion)
Marketing Objectives
Unique website visitors
FY15 Residual
FY16
Visit to lead conversion rate
FY15 Residual: 5%
FY16: 10%
Lead to customer conversion rate
FY15 Residual: 10%
FY16: 12%
Deal conversion rate (elapsed time): 3-6 months
FY15 Residual
FY16
Pipeline $ value target: TBC
FY15 Residual: TBD
FY16: TBD
% of Revenue (Annual target): TBC
FY15 Residual
FY16
NPS
TBD
Community Participation
TBD
NPS
Survey triggers
Support engagement
Purchase/renewals (TBC)
FY15 Target
TBD
FY16 Target
TBD
Marketing Automation
Blogging
SEO
Social Media
CMS
Call-to-Action
Landing pages
Lead Management
CRM integration
Analytics
Web Site
Constraints
Responsive
Persona driven
Tight integration with marketing automation
Internally administered
Relevant analytics
Partner channel
Approved partner network
Secure partner login
Price lists
Enablement resources
Community Channel
Roadshow registration
Webinar registration
CSP Login
Advocacy portal
Product feedback channel (? CSP feature)
e-Commerce
??CS modules
Training modules online
Hardware
3rd party offerings TBC
naus
POS tipshop
onboard systems
bin collection reporting
Reporting/dashboards
Content Channels
Organise by content themes and buyer persona
Brand Experience
TBD