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.
