A Streamlined Integrated
Marketing Plan Framework
Template and Example Slides
(Includes where to find more information
on elements included in this template)
© Copyright 2012 KickStart Alliance
All rights reserved
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Table of Contents
1)
2)
3)
4)
5)
6)
7)
8)
Marketing strategy overview
Campaign objectives & key metrics (With focus on the next 6 months)
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 we’re 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)
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Example
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.
* SMB = small & medium-sized businesses
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Example
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
See Chapter 3
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Example
Target Market Prioritization
See Chapter 12
A segmentation summary
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 midsized businesses up to 2,000
employees. (Emphasis on Ed, Healthcare,
Retail verticals)
The
Sweet
Spot
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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Generic
See Chapter 12
Example
Persona
Business 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.
“The Conflicted
Procrastinator”
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 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.
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
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Positioning Statement Template
To:
(One Target/Persona Type)
is the one
(Product/Company Name)
that
(Category)
See Part 2
(Key Customer Benefit)
unlike
.
(Differentiator)
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Example
Sample Positioning Statement
To:
The “Conflicted Procrastinator”
(One Target/Persona Type)
The Company X Platform
is the one
(Product/Company Name)
“on demand” contact center solution
that
(Category)
gives you the technology to cost-effectively, flexibly manage the entire
customer
experience, integrating phone, email, chat, & customer support avenues within
a single tool
(Key Customer Benefit)
Unlike
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.
the collection of
(Differentiator)
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The Message Box:
A tool for telling your story
Target Persona
See Chapter 21
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Example
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
Company X
Contact Center
Platform
• Simplicity to make changes quickly, easily,
and accurately
• Confidence in leveraging the right CC
technologies
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.
* SLA = service level agreements
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Mapping the Message Box
to the Buying Cycle
Awareness
Interest
Preference
Decision
Engagement
Solution
Reinforcement
Value
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Example
Identifying Key Content by Buyer Cycle
Awareness
Buyer Cycle:
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
Generic Campaign Map
See Chapter 4
Example of a Campaign Map
See Chapter 4
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)
See Chapter 5
& Appendix C
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Simplified Blueprint
Example
Nurturing & Lead Generation
Part 1: Nurture Program
(“Clean up the installed base”)
Aug 15
Aug 27
Sept 15
Oct 1
Email #1
Email #2
Email #3
Email #4
Suggest the optimal
“Solution criteria”
Introduce your “product
value and differentiation”
Engage via a “Business
problem or opportunity”
“Show value” via
metrics or testimonials
Landing Pages & Website
Other
promos:
Banner Ad
Website
Industry List
Oct 15
Content Offer 1:
Content Offer 2:
Content Offer 3:
Content Offer 4:
Whitepaper
Analyst Report
Self-assessment tool
Library Access
Webinar:
“Solutions in Action”
Social Media
August - October
SEO & Syndicated Content
Whitepapers, speaking events
Part 2: Lead Generation Activities
September - October
Blog
Articles & Videos
(“Attract new prospects”)
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Example
Campaign Calendar
Relative order of events
Month 1
Mo. 2
Mo. 3
Mo. 4
Mo. 5
Primary 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
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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For more information . . .
Personas, Positioning, Messaging, Blueprints
Visit the Marketing High Ground store
http://astore.amazon.com/kickalli-20
Books:
Marketing Campaign Development
The Marketing High Ground
Mini-guidebooks
Personas:
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: Mike Gospe
O: (650) 947-8974
[email protected]
www.kickstartall.com
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