Mandalay Marketing Strategy

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BrandX Marketing Strategy D R A F T

Brand Experience

Web Site

Content Channels

Organise by content themes and buyer persona

e-Commerce

3rd party offerings TBC

Reporting/dashboards

bin collection reporting

onboard systems

POS tipshop

naus

Hardware

Training modules online

??CS modules

Community Channel

Product feedback channel (? CSP feature)

Advocacy portal

CSP Login

Webinar registration

Roadshow registration

Partner channel

Secure partner login

Enablement resources

Price lists

Approved partner network

Constraints

Relevant analytics

Internally administered

Tight integration with marketing automation

Persona driven

Responsive

Marketing Automation

Analytics

CRM integration

Lead Management

Landing pages

Call-to-Action

CMS

SEO

Blogging

Email

FY16 Target

FY15 Target

Survey triggers

Purchase/renewals (TBC)

Support engagement

Marketing Objectives

Community Participation

NPS

TBD

% of Revenue (Annual target): TBC

Pipeline $ value target: TBC

FY16: TBD

FY15 Residual: TBD

Deal conversion rate (elapsed time): 3-6 months

Lead to customer conversion rate

FY16: 12%

FY15 Residual: 10%

Visit to lead conversion rate

FY16: 10%

FY15 Residual: 5%

Unique website visitors

FY16

FY15 Residual

Lead Qualification Process

Lead automation software (earmark for FY17 discussion)

Hot lead capture

= MQL

Form completion = Lead (qualification stage)

Webinar attendance/recordings = push to evaluation phase

Content signup for drip feed

Free views - blogs, case studies, data sheets (visitor not necessarily known)

Content Strategy

SEO/SEM

Keyword list

Evaluation Stage

Other content to assist procurement, pre-process

Product collateral

Zebra pre-qualificaiton survey

Case studies

Awareness Stage

Channels

Paid placement ADHOC (eg: WMAA email bulletin, advertising)

Campaign emails

Targeted PPC

Small budget, act as an interest scope to drive traffic to targeted SLP's

Social Media

Twitter

LinkedIn

Facebook

PR

Adhoc (case studies and win announcements)

Newsletter (web digests)

Web site

Infographics

Though leadership

External collaboration

Internally created

Vlog

Webinar derivatives

Thought leadership

Alternative format for blogs

Blog

Delineate Exec and user audience content

Regular monthly posts from multiple contributors

Webinars

Campaign based (monthly?)

Marketing Triggers

Re-prioritisation

Nurture (information program)

Demand growth

Legislation changes

Team Structure

Marketing Manager FT

SEO Specialisation (TBC) CONTRACT

PR CONTRACT

Brand strategy CONTRACT

Design FT

Marketing Executive FT

Buyer Persona

Other

Logistics

Quarries

Waste Management

Misc

Prospects

Operations (Users)

Executive (Buyers)

Existing customers

Operations (users)

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.