A Streamlined Integrated Marketing Plan Framework

Table of Contents
1) 2) 3) 4) 5) 6) 7) 8) Marketing strategy overview Campaign objectives & key metrics (With focus on the next 9 days) Target market prioritization (Prioritizing the pro-active marketing investment) Personas (Creating an illustration of target buyers that we can empathize with) Positioning statement (Articulating our value and why were better than competitors) Core messaging via The Message Box (Crafting our story/elevator pitch) Identifying key content (Listing & prioritizing resources and deliverables that prospects value) 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: 1800LF is growing its legal and nonlegal business verticals within the US commercial market. The US market offers significant growth potential specifically within the Generation Y & Millenial age cohorts. 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.

Campaign Objectives
To grow North American market-share by __% within _____months by stealing deals away from competitor _________

To introduce product _________and establish a presence in the ____________ market with a _________% market-share within ___years
To lower cost/lead by $________ and improve marketing conversion rates by _________% by ________ for Product ____

Target Market Prioritization

A segmentation summary
1) Who:

2) Where:

The Sweet Spot

3) Why:

Persona
Business Decision Maker: Call Center Director
General Information Age Education
30-50 years old (50/50 male/female) College degree; Prior role: supervisor routing/analytics

Experience
Attitude

At least 7+ years Call Center experience

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

Reputation Work Information Job Focus Role in Purchase Process Values

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 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.) Team Leadership: Sees the big picture; knows a lot about customers, products, company culture Knowledge & 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. Making a bad purchase decision that detracts from his compensation and his career. Self-serving vendors who dont understand his business; vendors who disappear after the sale; implementation woes.

Fear Pet Peeves

Information sources:

Peers/colleagues, Search, internal CC associations, CAB members, Nojitteronline, ask vendors, ask analysts
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Positioning Statement Template

To:
(One Target/Persona Type)

is the one
(Product/Company Name)

that
(Category)

(Key Customer Benefit)

unlike
(Differentiator)

Sample Positioning Statement

To:
(One Target/Persona Type)

is the one
(Product/Company Name)

that
(Category)

Unlike
(Key Customer Benefit)

(Differentiator)

The Message Box:

A tool for telling your story

Target Persona

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Message Box
Persona: The Conflicted Procrastinator
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.

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.

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

Company X Contact Center Platform

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.

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Mapping the Message Box to the Buying Cycle

Awareness Engagement Solution Interest Preference Decision

Reinforcement

Value

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Identifying Key Content by Buyer Cycle

Buyer Cycle: Theme:
Awareness
What bank ______need to know to grow the online channel while mitigating business risk (business perspectives)

Interest
Why ________solutions are not enough (specific, detailed discussions)

Preference
Product X vs. ___________(produ ct comparison & evaluations)

Purchase
Customers in action (proof points and case studies)

Content Offers:

* Needs to be created

Generic Campaign Map

Example of a Campaign Map

The Logic Behind Blueprints

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

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)

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Simplified Blueprint
Nurturing & Lead Generation
Part 1: Nurture Program
Aug 15 Aug 27
(Clean up the installed base)

Sept 15

Oct 1

Email #1
Engage via a Business problem or opportunity

Email #2
Suggest the optimal Solution criteria

Email #3
Introduce your product value and differentiation

Email #4
Show value via metrics or testimonials

Other promos: Banner Ad Website Industry List

Landing Pages & Website Content Offer 1:

Whitepaper

Oct 15

Content Offer 2:
Analyst Report

Content Offer 3:
Self-assessment tool

Content Offer 4:
Library Access

Webinar:
Solutions in Action

Social Media
August - October September - October

SEO & Syndicated Content

Whitepapers, speaking events

Blog
Articles & Videos

Part 2: Lead Generation Activities

(Attract new prospects)

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Campaign Calendar
Relative order of events
Month 1
Primary Offer: Secondary Offer: Media: Call to action: TM Calls: eNewsletter:

Mo. 2

Mo. 3

Mo. 4

Mo. 5

Budget Estimate Slide

Summarize the budget at the campaign level Note appropriate assumptions Include a sensitivity analysis to address the pros/cons for budget options, if any

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