© Copyright 2012 KickStart Alliance All rights reserved 1 A Streamlined Integrated Marketing Plan Framework Template and Example Slides (Includes where.

© Copyright 2012 KickStart Alliance All rights reserved 1

A Streamlined Integrated Marketing Plan FrameworkTemplate and Example Slides

(Includes where to find more informationon elements included in this template)

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Table of Contents

1) Marketing strategy overview 2) Campaign objectives & key metrics (With focus on the next 6 months)

3) Target market prioritization  (Prioritizing the pro-active marketing investment)

4) Personas (Creating an illustration of target buyers that we can empathize with)

5) Positioning statement (Articulating our value and why we’re better than competitors)

6) Core messaging via “The Message Box” (Crafting our story/elevator pitch)

7) Identifying key content (Listing & prioritizing resources and deliverables that prospects value)

8) Campaign Map & Marketing blueprint(s) (A flow chart of lead-gen activities and offers to engage prospects)

9) Campaign calendar (A roadmap to guide execution)

10) Budget estimate (For execution of blueprints)

Marketing Strategy Overview

• SMB * Market Prioritization: Company X is growing its hosted unified communications business within the SMB commercial market. While success in the enterprise market has leveled off, the SMB market offers significant growth potential in the US – specifically in the east and west coast geographies.

• Prioritization in Western European markets will be focused on the UK and Germany. This means that we will include some proactive marketing investment in these countries, while remaining reactive to market/deal opportunities that may arise in other countries.

• Brand elevation: Currently, our brand is overlooked by many analysts. We will add funds to promote our brand via “thought leadership” opportunities in order to become more visible with editors and key analysts.

Example

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* SMB = small & medium-sized businesses

Campaign Objectives• To grow North American market-share by 15% within 18 months by

stealing deals away from competitor X

• To introduce product Y and establish a presence in the European market with a 15% market-share within 2 years

• To lower cost/lead by $25 and improve marketing conversion rates by 20% by Q4 for Product Z

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Example

See Chapter 3

Target Market PrioritizationA segmentation summary

The Sweet Spot

The Sweet Spot

1) Who: IT leaders (executives, influencers) who are responsible for architecting and managing their evolving network in order to ensure it supports business priorities today and tomorrow. (Yes Network Architect; not Network Engineers)

2) Where: Within the Installed Base: F500 enterprises (divisional

leadership, not HQ leadership) and mid-sized businesses up to 2,000 employees. (Emphasis on Ed, Healthcare, Retail verticals)

3) Why: Early majority: IT leaders of new/expanding business locations, who are already considering adding wireless access (or going all-wireless) (Yes, predisposed to making an investment in wireless, but want to be smart about it)

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Example

See Chapter 12

Generic

See Chapter 12

PersonaBusiness Decision Maker: Call Center Director General Information

Age 30-50 years old (50/50 male/female)

Education College degree; Prior role: supervisor routing/analytics

Experience At least 7+ years Call Center experience

Attitude Knows he has a tough job: Skeptical, Frugal, Procrastinator – keeping status quo is a safer solution; however, is aware that new technologies are worth considering (and potentially beneficial to his future position). He sucks knowledge to add to his expertise. Big ego. “Likes to be shmoozed.”

Reputation Risk averse, jaded, skeptical. He’s been around the business and seen technologies come and go. He’s also a job hopper with no allegiance to the company. Good at working vendors to get information.

Work Information

Job Focus Meeting SLA levels and minimizing operations costs. (He is a cost center – focused on saving money); Wants to get IT staff out of day to day operations – empower business users

Role in Purchase Process

Drive the team responsible for considering upgrades and new technologies to evolve the call center. (Any change here represents a huge risk to his compensation plan.)

Values Team Leadership: Sees the big picture; knows a lot about customers, products, company cultureKnowledge & expertise: Wants to make his footprint unique at his company. Listens to CC trends and collects knowledge, including technical savviness.Innovation: Personally interested in the latest trends but critical in looking for proof points on how others have successfully applied new technologies (This is key to getting past the procrastination stage.)High expectations: Expects team and vendors/products to live up to his expectations.

Fear Making a bad purchase decision that detracts from his compensation and his career.

Pet Peeves Self-serving vendors who don’t understand his business; vendors who disappear after the sale; implementation woes.

Information sources: Peers/colleagues, Search, internal CC associations, CAB members, Nojitteronline, ask vendors, ask analysts

“The ConflictedProcrastinator”

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Example

Positioning Statement Template

To: is the one

that

unlike .

(One Target/Persona Type)

(Product/Company Name)

(Category)

(Key Customer Benefit)

(Differentiator)

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See Part 2

Sample Positioning Statement

To: The “Conflicted Procrastinator”

The Company X Platform is the one

“on demand” contact center solution that

gives you the technology to cost-effectively, flexibly manage the entire customer experience, integrating phone, email, chat, & customer support avenues withina single tool

Unlike the collection of home-grown, disconnected, proprietary status quo solutions that actually limit the visibility & control you require for

winning and keeping customers in today’s competitive business world.

(One Target/Persona Type)

(Product/Company Name)

(Category)

(Key Customer Benefit)

(Differentiator)

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Example

The Message Box: A tool for telling your story

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Target Persona

See Chapter 21

Message Box

3 – We empower CC managers to meet these challenges with confidence. Our platform:• Provides comprehensive drill-down visibility & control• Simplifies and speeds identification, testing & implementation of changes. What used to take weeks, now takes minutes.• Provides an “always on”, on-demand alternative that ensures complete scalability and reliability.

Company XContact Center

Platform

2 – CC Managers need solutions that make their jobs easier, ensuring that SLAs * are always met. Solutions must provide:• Visibility & control

• Simplicity to make changes quickly, easily, and accurately

• Confidence in leveraging the right CC technologies

4 – Managing the CC just got easier.• Now you can meet your service levels with confidence.

• Leading enterprises in financial services, healthcare, and hi-tech rely on us for complete visibility & control of call centers across the globe.

1 – Running a Contact Center is brutal!• The #1 challenge is figuring out how to increase customer retention levels with an ever-shrinking budget

• CC managers are “flying blind”; the lack of visibility and control puts MBOs and SLAs at risk.

Persona: The Conflicted Procrastinator

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Example

* SLA = service level agreements

Mapping the Message Box to the Buying Cycle

Awareness Interest Preference Decision

Engagement

Engagement

SolutionSolution

ReinforcementReinforcement

ValueValue

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Buyer Cycle: Awareness Interest Preference Purchase

Theme: What bank executives need to know to grow the online channel while mitigating business risk (business perspectives)

Why authentication solutions are not enough (specific, detailed discussions)

Product X vs. alternative (product comparison & evaluations)

Customers in action (proof points and case studies)

Content Offers:

• New! Business Banking Trust Study• Newsletters with fraud warnings• Fraud Informer• Webinar with analyst *

• Authentication white paper• Assessment tool*• Solution criteria checklist• Executive meeting with our business experts

• Online fraud solution comparison * chart• Holistic Security report *• Webinar: customer case studies showcasing decision criteria and results

• Application notes• PDF case study• QuickStart guide to product implementation

* Needs to be created

Identifying Key Content by Buyer CycleExample

Generic Campaign Map

See Chapter 4

Example of a Campaign Map

See Chapter 4

The Logic Behind Blueprints

• Reinforce messages

• Engage prospects and customers on their own terms

• Help prospects and customers buy when they are ready to buy (not when we are ready to sell)

A “Marketing Blueprint” is a framework to visually map out a company's engagement dialog linking activitiesactivities and offers together in a meaningful way to guide the prospect through your sales cycle.

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See Chapter 5 & Appendix C

Simplified BlueprintNurturing & Lead Generation

Social Media

Part 2: Lead Generation Activities (“Attract new prospects”)

August - October

SEO & Syndicated ContentWhitepapers, speaking events

SEO & Syndicated ContentWhitepapers, speaking events

September - October

BlogArticles & Videos

BlogArticles & Videos

Webinar: “Solutions in Action”

Oct 15

Content Offer 1:Whitepaper

Content Offer 2:Analyst Report

Content Offer 3:Self-assessment tool

Content Offer 4:Library Access

Landing Pages & Website

Part 1: Nurture Program (“Clean up the installed base”)

Email #1Engage via a “Business problem or opportunity”

Email #2Suggest the optimal“Solution criteria”

Aug 15 Aug 27

Email #3Introduce your “product

value and differentiation”

Email #4“Show value” via

metrics or testimonials

Sept 15 Oct 1 Other promos:

Banner AdWebsite

Industry List

Example

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Campaign CalendarRelative order of events

Month 1 Mo. 2 Mo. 3 Mo. 4 Mo. 5Primary Offer: Exec meeting

with business & tech expert

Exec meeting with business & tech expert

Exec meeting with business & tech expert

Exec meeting with business & tech expert

Exec meeting with business & tech expert

Secondary Offer: Biz Banking Trust Study exec summary

Biz Banking Trust Study full report

Online banking security assessment tool

Holistic security white paper

Webinar with analyst

Media: Direct Mail letter or package; website promo; distributed via sales rep

Email Email Direct Mail letter or package

Email to prospect database; email to CXO list; website promotion

Call to action: Biz Banking full report

Assessment tool

Holistic Security white paper

Webinar Exec Mtg

TM Calls: 1 wk after receipt

eNewsletter: x x x x x

Example

Budget Estimate Slide

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• Summarize the budget at the campaign level• Note appropriate assumptions• Include a sensitivity analysis to address the pros/cons for budget

options, if any

For more information . . .

Visit the Marketing High Ground storehttp://astore.amazon.com/kickalli-20

Personas, Positioning, Messaging, Blueprints

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Mike GospeO: (650) [email protected]

Books:Marketing Campaign Development

The Marketing High Ground

Mini-guidebooksPersonas: A guidebook on how to build a persona

Positioning Statements: A guidebook on how to build, critique, and defend a positioning statement

The Message Box:A guidebook on how to tell your story with customer-ready messaging

Workshops or questions, please contact: