Representation for a corporate digital strategy and content marketing plan with roadmap for activation.

1. January 2015
2015
Digital Strategy
Activation Plan

2. Agenda
GUIDING FRAMEWORK 3
 Team Structure & Roles
 Digital Strategy + Lead Generation
 Inbound Marketing Framework
 Multichannel Customer Journey Map
 Digital Touchpoint Performance Map
4
5
6
7
8
CONTENT STRATEGY & WORKFLOWS 9
 Content Strategy
 Key Guiding Principals
 Oversight Process
 Oversight Workflow
 Need Assessments Workflow
 Target Channel Needs Review
 Content Theme Categories
 Topic Evaluation Workflow
 Production Workflow
 Content Re-Purposing Workflow
10
11
12
13
14
15
16
17
18
19
WORKFLOW MANAGEMENT 20
 Workflow Monitoring & Scheduling 21
BLOGGING FRAMEWORK 22
 Blogging Execution & Flow
 Content Theme & Topic Ideation
 Short versus Long-Form
 Call-to-Action Incentive Framework
 Post Distribution & Promotion Workflow
23
24
25
26
27
CHANNEL SELECTION, PRESENCE & MANAGEMENT 28
 Community Activity Re-Verification
 Channel Purpose & Use
 LinkedIn Target Execution Goals
 Twitter Target Execution Goals
 Google+ Target Execution Goals
 YouTube Target Execution Goals
 Triggered Community Management
 Community Management Roles
29
30
31
32
33
34
35
36
SEARCH ENGINE MARKETING 37
 SEM Influence
 Initial Keywords & Keyword Groups
 SEO Analysis & Optimization
 Paid Search / PPC Campaigns
 Social Media Native Ad Campaigns
 Native Ad & Syndicated Campaigns
38
39
40
41
42
43
DIRECT MARKETING 44
 Email Touchpoint & Distribution Use
 Email Execution & Flow
45
46
BEHAVIORAL ANALYSIS & LEAD NURTURING 47
ROI & KPI ANALYSIS 49
BUDGET ANALYSIS 52
MASTER OVERVIEW TIMELINE 56

3. GUIDING FRAMEWORK

4. 4
Team Structure & Roles
Beqom Sales
& Marketing
Team
Emakina Program
Management
Creative
Director
Graphic
Designers
Content
Strategist
Managing
Editor
Writers &
Authors
SEO/SEM
Expert
Web/App
Developer
UI/UX
Designer
Community
Manager
Analytics
Manager
Program
Coordinator
Digital
Strategist
Oversight,
Management &
Support
Program
Manager
SEO / SEM, Social, Content, Creative, Technical Requirements

5. 5
SEO
SEM
Marketing
Automation
Marketing
Analytics
Social
Media
Email &
Lead
Nurturing
Landing
Pages
Content
Creation
INBOUND
MARKETING
Digital Strategy + Lead Generation
As the new website comes online, the digital marketing initiative will use
HubSpot's Inbound Marketing & Automation platform to govern the
content marketing and lead generation efforts.
Inbound Marketing places an emphasis on creating triggered digital
touchpoints for attracting website visitors in various stages of the buyer's
cycle using numerous channels, marketing techniques, and content
types to stimulate lead generation and conversion.

6. 6
The Inbound Marketing Framework
STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS
ATTRACT CONVERT CLOSE REINFORCE
Blog
SEO / SEM
Social Media
Optimization
Call to Actions
Landing Pages
Lead Forms
CRM Database
CRM
Email
Workflows
Reporting
CRM
Events
Analytics
Smart Content
The Inbound Marketing framework will be designed to create leads and conversions using a content strategy
leveraging a content marketing approach for building traffic and credibility among prospects and customers
throughout each stage of the buyer cycle.

7. 7
Multi-Channel Customer Journey Map
awareness consideration purchase retention advocacy
Physical Touchpoints
Digital Touchpoints
PR
Radio, TV
Print
Trade Shows
Conferences
Word of Mouth
Display Ads
Email
PPC
Social Ads
Blog
Website
Direct Mail
News / Influencer
3rd Party Sites
Sales Call
RFP
Website
Community Forum
IM/Chat
Call Center
FAQ
Knowledge Base
Promotions
Blog
Social Networks
Newsletter
Email
Social Media +
Groups / Forums
CTAs
Paid Search
Landing Page
Email
Social Engagements
News Feed Content
Although this customer journey map will need to be further validated and refined as data points become available, this map
represents the starting point for strategically steering the direction of the digital marketing efforts.

8. 8
Digital Touchpoint Performance Map
Digital Touchpoint Traffic Trust Credibility Influence
Website
Portal
Articles
Paid Search + PPC
Testimonials
Price Comparison
Social + Communities
Online Videos
CTA Offers
Email
Blog
Performance
Dimension
Awareness Consideration
Strong Performance Weak Performance
Product
Research
Compare
Solutions
Purchase
Customer
Service
Product
Support
Retention
Learn
More
Customer
Relations
Advocacy
As the digital initiative is executed, the customer journey and digital touchpoint performance maps will continue to evolve as metrics are
applied to analyze and better understand how customers traverse the multi-channel roadmap. This will ensure best resources, tactics and
content are always applied and optimized at the right times for each digital touchpoint.

9. CONTENT STRATEGY
& WORKFLOWS

10. 10
Emakina
Governance & Oversight
Management
Creative
Director
Program
Manager
Analytics
Manager
Content
Strategist
Beqom
Marketing
VP / Director
Digital
Strategist
Content Strategy Before Marketing
Before executing the content marketing initiative, the
content strategy will be used to govern the overall effort.
Where content marketing is the marketing technique for
creating and distributing relevant and valuable content,
the content strategy will focus on the creation, publication,
and governance of valued, usable content as a strategic
asset of the organization.
The content strategy team who will steer, manage and
govern the content strategy will consist of the following
roles.
What content do you
and your audiences
need, and why?
How is content created
and maintained?
How is content
organized, prioritized,
and accessed?
How are decisions
about content and
strategy made?

11. 11
Key Guiding Principals
1 2
4
3
The underlying foundation to the content strategy will be based on four key guiding principles:
value, community, experience and trust.
Be a valued resource
of information & education
for solving customer needs
Create active
community engagements and
social sharing
Create a brand
experience around the
core value proposition
Build credibility & trust to
drive website traffic and
consideration
1 2
4
3

12. 12
Oversight Process
Weekly 12 Step Governance and Oversight Process
STEP HOURS PROCESS
1 30 Analysis of past content performance, KPI benchmarks, and customer & variable needs assessments
2 10 Strategy meeting to define production and sourcing requirements based on guiding content needs
3 2 Updates to editorial calendar with assignments and content production cycles defined
4 5 Approve complementary sourced curated and aggregated content
5 2 Writing assignments given to authors / writers
6 48 Original and curated content produced and edited
7 24 Supporting images and graphics produced
8 6 Final content checked per QA & SEO guidelines and 'green lighted' for scheduled distribution
9 5 Produced content re-evaluated for re-purposing and cross channel promotion & distribution opportunities
10 4 Chosen content is re-purposed and goes through QA and sign-off procedures
11 1 Content moves to CMS and is scheduled for distribution per selected channel use
12 5 Content is published , performance tracked and measured and results catalogued for guiding future directions
142
A 12-step oversight process will be used to manage the content strategy.
These oversight steps will ensure beqom's content strategy grows to a competitive level with a well
defined process to create influence at scale.

13. 13
Oversight Workflow
A systematic stepped approach will be used to manage the oversight process.
A master process view for managing the content strategy.

14. 14
Need Assessments Workflow
Content needs will be assessed weekly based on past performance & new insights.
To maximize ROI and ultimately influence, content
themes and topics will be planned by continuously
analyzing past content performance and customer needs
to ensure future content resonates with target audiences
and is well received.

15. 15
Target Channel Needs Review
Managing content needs for production and acquisition will start with goals.
Weekly Channel Needs Content Volume Original Content Curated Content Aggregated Content
Blog 3 1 2 -
LinkedIn 3 1 2 -
Twitter 70 14 28 28
YouTube TBD - - -
Scale Over Time as Efficiencies Evolve
To remain consistent with the distribution of content; weekly target posting goals will govern how much content is required in
the overall effort and ensures the initiative scales to competitive levels.

16. 16
Content Theme Categories
Aligning content topics to relevant core content themes will ensure content remains relevant.
Human Resources (ECM) Sales Management (SPM) Enterprise Management (TCM)
Compensation Management Sales Performance Management Total Compensation Management
Salary Management Sales Incentives Management Total Compensation & Performance Management
Performance & Reviews Management Sales Incentive Compensation Management
Employee Recognition Management Sales Quota Management
Bonus Compensation Management Sales Objective Management
Long-Term Incentives & Stock Options Management Sales Crediting Management
Compensation Planning, Budgeting & Simulation Sales Partner Relationship Management
Employee Performance Compensation Management Sales Recognition Management
Deferred Bonus Compensation Management
Sales Long-Term Incentives & Stock Options
Management
Deferred Compensation Management Sales Compensation Administration Management
Compensation Administration Management
(HR) Compensation Software (Sales) Compensation Software (Total) Compensation Management Software
(HR) Compensation SaaS (Sales) Compensation SaaS (Total) Compensation Management SaaS
(HR) Compensation Solutions (Sales) Compensation Solutions
(Total) Compensation Management Software
Solutions
Clearly defined content themes will further govern the initiative and align content topics to beqom's business expertise and
target customer needs. The starting point is beqom's primary keywords and keyword groups.

17. 17
Topic Evaluation Workflow
Selecting content topics will be based on value, influence and core benefit.
Beyond content themes, topics will be carefully selected to reinforce the content strategy's four key guiding principles:
value, community, experience and trust.

18. 18
Production Workflow
Streamlining content production and distribution through a defined workflow
process will create efficiencies and best practices.
Automated email task alerts built
into the HubSpot CMS platform
streamlines team communications
and production workflow cycles,
while keeping development on
target and on schedule.

19. 19
Re-Purposing Evaluation Workflow
Leveraging content re-use maximizes resources, budgets for impact & influence.
To fully leverage the value and influence for each piece of content produced and to
maximize content production volume, all original and curated content will be evaluated
for opportunities to repackage the content into complementary forms...
– or to isolate individual elements contained within the content as valued stand-alone
components to further engage audiences and drive traffic.

20. WORKFLOW MANAGEMENT

21. 21
Workflow Monitoring & Scheduling
Managing workflow processes ensure production efficiencies and budget controls.
Jan 9
09:00 AM
The HubSpot marketing automation platform with campaign and channel filters will monitor workflow steps and collaborative
work task assignments with email alert systems, as well as schedule content distribution to keep content moving through
each publishing phase.
Scheduling
Workflow
Alerts

22. BLOGGING FRAMEWORK

23. 23
Blogging Execution & Flow
SEO smart algorithms in the blogging platform will deliver greater search impact.
HubSpot's built-in blogging capabilities provides a writing platform
tool similar to WordPress deep in integrated features including:
smart algorithms for optimizing posts to the latest SEO standards
and best practices, with CTA and landing page tools.

24. 24
Content Theme & Topic Ideation
Ideation will come from SEO Keywords to keep content aligned to target interests.
Blogging themes and topics (and general non-blogging content) will come from a variety of sources; however, as
a core process SEO keywords will be leveraged to identify a steady stream of interesting topics for prospects and
customers. beqom has already identified a list of primary and long-tail keywords, which will be continuously
analyzed, updated and groomed to maintain the highest degrees of real-time relevancy possible.
Representation of Keyword Use for Topic Ideation
BUSINESS EMPHASIS KEYWORD(S) SAMPLE (THEMES) TOPIC IDEATION
HUMAN RESOURCES 1. employee performance management
2. employee compensation management
3. employee recognition
Why We Love Employee Performance Management (And You
Should, Too!)
10 Things Your Competitors Can Teach You About Employee
Recognition
The Worst Advice We've Ever Heard About Employee
Compensation Management
20 Myths About Employee Performance Management
7 Things About Employee Recognition Your Boss Wants To
Know
SALES 1. sales performance management
2. sales compensation management
3. sales commissions & incentives
5 Tools Everyone In The Sales Performance Management
Industry Should Be Using
10 Signs You Should Invest In Sales Performance Management
The Ultimate Cheat Sheet On Sales Compensation Management
How To Solve The Biggest Problems With Sales Commissions
And Incentives
Think You're Cut Out For Doing Sales Performance
Management? Take This Quiz

25. 25
Short versus Long-Form Posts
A balanced approach will be used for Post production matched to the specific
goals defined for the individual piece of content.
Guiding Criteria for Short versus Long-Form Post Needs
SHORT FORM (500 words)
Best use scenarios
• online snackers
• all platforms
• traffic & shares
• Google rankings
• light or single point topics
Pros
1. People scan online, rather than read.
2. Lends itself to being shared.
3. Mobile-friendly.
4. Attract more eyeballs.
5. Greater potential to go viral.
Cons
1. Spouts me-too content.
2. People have become blind to formulaic posts.
3. Can't go in-depth into topic.
4. Too shallow.
5. May not provide enough info about topic.
LONG FORM (1500+ words)
Best use scenarios
• professionals
• desktop & tablet platforms
• Google rankings
• stimulating discussion
• thought leadership
• story telling
• informational topics
• educational topics
Pros
1. Google has a dedicated ranking mechanism
for long articles.
2. Keeps audience on site longer, increases
engagement.
3. Supports evergreen, foundational content.
4. Presents a broader, deeper view on the topic.
5. Caters to a deeply invested audience.
6. Provides quality backlinks.
7. Establishes credibility and thought-leadership.
Cons
1. People don't always have time to read.
2. Short attention spans.
3. Typically less shareable.
4. Probably won't go viral.
5. Length itself doesn't guarantee higher ranking.
A combination of short and long-form posts will be required to satisfy all content objectives within the content
strategy. As topics are identified and approved, form length will be specified based on underlying goals of each
post to give proper guidance and direction to the writers. As performance data points are aggregated over time,
KPIs will dictate best practices and use scenarios based on beqom's own unique target audiences.

26. 26
Call-to-Action Incentive Framework
Initial CTA Framework Representation
BEQOM WEBSITE CONTENT LANDING PAGE
HUMAN RESOURCES Case Studies / Success Stories Content Library
Needs Assessment & Planning Guides Tools & Tips
Compensation Planning Tips Tools & Tips
Informal Compensation Topic Surveys
Where Do You Rank?
Studies & Surveys
Commissioned Surveys, Studies, Whitepapers Studies & Surveys
SALES Case Studies / Success Stories Content Library
Needs Assessment & Planning Guides Tools & Tips
Sales Performance Management Tips Tools & Tips
Informal Performance Topic Surveys
Where Do You Rank?
Studies & Surveys
Commissioned Surveys, Studies, Whitepapers Studies & Surveys
To stimulate repeat web traffic and for developing deeper engagements, CTAs will be used as an added component to the
content strategy. CTAs will be a primary blogging incentive mechanism to capture new lead contact information as a first step
for tracking future content consumptions and interactionsas prospects move through each stagein the conversion cycle.
CTAs will used to influence greater engagements and as a lead capture mechanism.

27. 27
Post Distribution & Promotion Workflow
Each Post will be leveraged for maximum reach using multi-touch (channel) promotion.
The multi-touch promotional approach ensures each blog post is widely published across all appropriate channels with
opportunities evaluated and leveraged for paid promotion to further increase reach and visibility.

28. CHANNEL SELECTION,
PRESENCE & MANAGEMENT

29. 29
Community Activity Re-Verification
The current discussion amplitude across the social landscape for select
keywords re-affirms the initial proposed channel footprint.
Based on advance discovery and recent validation, beqom's social and online channel footprint selection mirrors
the community discussion. Processes through a Listening & Monitoring program will continuously monitor the level
of targeted activity across the social and online landscape to ensure beqom always has the most appropriate
balanced channel mix for maintaining an online presence.
Twitter News Blogs Groups & Forums
Compensation Management
Filters Applied
1. Select Keywords
2. United States
3. English Language
4. Last 7 Days
Footnote: Holiday Period
Sales Performance Management
Filters Applied
1. Select Keywords
2. United States
3. English Language
4. Last 7 Days
Footnote: Holiday Period
Twitter
News Blogs Groups & Forums

30. 30
Channel Purpose & Use
A strategic approach will be applied for leveraging unique social media channels.
Blog
brand image
expertise
credibility
trust
WOM
(sharing)
SEO
LinkedIn
brand image
thought
leadership
credibility
competitive
differentiation
SEO &
backlinking
Twitter
brand
awareness
valued
information
resource
expertise
backlinking
Facebook
future
consideration
if target
community
activity
shifts
Google+
brand image
thought
leadership
credibility
SEO &
backlinking
Groups
& Forums
brand image
expertise
credibility
trust
YouTube
brand image
solution
showcase
credibility
education
SEO
Each individual social media channel will have a unique Brand use and purpose for
reaching, engaging and influencing beqom's intended targeted audiences.
The purpose and use defined for each channel matches channel strengths and
aligns to community preferences for how audiences use the channel for beqom
related business themes and topics.

31. 31
LinkedIn Target Execution Goals
1. Posting Goals
– 3 posts per week (1x original content)
– (Variable: 1x brand, 2x curated)
– (Variable: 50/50 split HR & Sales focus)
2. Awareness & Relationship Building Goals
– First Line Ambassadors sharing
– Executive Byline publishing
– Active Group participation - following, monitoring,
engagements, posting
– Influencer tracking and engagement
3. Community Building Goals
– Grow Followers organically 10% week over week
– Leverage Paid options for Follower Growth
– Leverage Paid options for post reach & engagements
4. Measure Progress
– Follower growth, engagement rates, content KPIs, web
traffic
– Scale efforts to 5 posts per week
Community management activity will be managed by goal setting.

32. 32
Twitter Target Execution Goals
Community management activity will be managed by goal setting.
1. Tweet Goals (daily)
– 10 tweets per day
– (Variable: 2x brand, 4x curated, 4x retweets)
– (Variable: 50/50 split HR & Sales focus)
2. Relationship Building Goals (daily)
– 8x @username or @replies tweets per day
– 4x tweet FAVs per day
– (Variable: 50/50 split HR & Sales focus)
3. Community Building Goals
– Grow Followers organically 10% week over week
– Leverage Promoted Account options for Follower Growth
– Leverage Promoted Tweets for reach & engagements
– Curate Lists, Add Lists and follow (engage)
– Monitor mentions, keywords, influencers, hashtags (engage)
4. Measure Progress
– Follower growth, engagement rates, content KPIs, web traffic
– Scale publishing efforts to
competitive levels

33. 33
Google+ Target Execution Goals
Community management activity will be managed by goal setting.
1. Posting Goals
– 5 posts per week (1x original blog content)
– (Variable: 1x brand, 2x curated, 2 aggregated)
– (Variable: 50/50 split HR & Sales focus)
2. Relationship Building Goals
– Influencer engagements via sharing, +1s and
conversation
– Active group participation - following, monitoring, posting
– Monitor keywords, influencers and hashtags
3. Community Building Goals
– Curate and Grow Follower circles 10% week over
week
4. Measure Progress
– Follower growth, engagement rates, content KPIs, web
traffic

34. 34
YouTube Target Execution Goals
Community management activity will be managed by content production.
1. Posting Goals
– Re-brand Excentive original content
– Develop branded video intro to highlight
2. Relationship Building Goals
– Share video assets across social - continually share
older relevant content on defined calendar cycles to
stimulate new views and engagements
3. Community Building Goals
– Grow viewers and engagements via PPC when channel
assets are refreshed and new content is being
developed
4. Measure Progress
– Follower growth, KPI engagement rates,
web traffic

35. 35
@beqom
Triggered Community Management
Deeper community relationships will be built on tracking past engagements.
Triggered communitymanagementwill provide the capability to monitor the communitydiscussion via Listening Streams;engagewith
users , followers and influencers via mentions,keywords, hashtags;identify types of content that resonates best with audiences;
schedule triggered delivery of new contentto leads, and ultimately measure contentfor actual influence and ROI.
Real-time "inbox' streaming provides an easy-to-use mechanism to
continue engaging with influencers, followers and leads based on
tracking past interactions and content consumption - aiding in the
relationshipbuildingand conversionprocess.
Real-time keyword monitoring stream will allow beqom to track the ongoing
community discussion and identify key influencers to follow and engage.

36. 36
Community Management Roles
Building engaging relationships will be the guiding principal for community management.
The Community Manager will be responsible for relationship management across all channels with a comprehensive list
of roles to build an active and vibrant online Brand presence and community.
Community Management
Social Profiles Updates
crafting posts & comments
Community Engagement
follows, mentions,
dialogue, comments
Community Building
audience outreach
& acquisition
Research & Planning
align strategy with content & editorial calendar
Ideation
tactical planning &
defining best practices
Content Aggregation
reading RSS feeds,
filtering & sharing
KPI Measurement
weekly performance
measurement & reporting
Listening & Monitoring
tracking brand, influencer, competitive & keyword mentions
Relationship Building
influencer research,
outreach & recruitment
Advocacy
relationships with high
engagement followers
Brand Awareness
forum & group research
& participation
Experimentation
continued exploration of
changing trends & practices

37. SEARCH ENGINE MARKETING

38. 38
SEM Influence (Earned, Owned & Paid Media)
Brand Conversation
SHARING
MENTIONS
SHARES
REPOSTS
REVIEWS
Brand Experience
WEB PROPERTIES
WEBSITE
MOBILE SITE
BLOG SITE
SOCIAL MEDIA CHANNELS
Brand Awareness
ADVERTISING
PAY PER CLICK
DISPLAY ADS
RETARGETING
PAID INFLUENCERS
PAID CONTENT
PROMOTION
SOCIAL MEDIA ADS
EARNED
MEDIA
PAID
MEDIA
OWNED
MEDIA
SEO & brand content
drive earned media
(sharing) & traffic
Leverage owned, earned,
and paid media to create a
comprehensive SEM strategy
Gain more exposure
to web properties with
SEO and PPC
Propel sharing & engagement with
paid promotion
As a new SEO optimized site, initial emphasis for SEM at launch will be to focus on PPC and paid promotion campaigns to build
traction and gain quicker visibility. Over time, paid campaigns and their high costs can be scaled back as the benefits of Inbound
Marketing and Search begin to build through organic SEO rankings and social media sharing.
SEM providesthe opportunityto tightlyintegrateefforts for maximum influence acrossallmedia.

39. 39
Initial Keywords & Keyword Groups
A continuous effort will be applied to monitor and measure keyword sets to ensure the overall efforts are always aligned to
using the most relevant and influental keywords associated with target audience search activities.
Initial Primary Keyword Sets & Groups with Monthly Search Volume
COMPANY VOLUME
HUMAN RESOURCES
(ECM)
VOLUME
SALES MANAGEMENT
(SPM)
VOLUME
ENTERPRISE
MANAGEMENT (TCM)
VOLUME
performance management
software
590 hr compensation 90 incentive solutions 260 total compensation solutions 20
compensation management 260 employee recognition 2400 sales commission software 70 total employee compensation 20
sales performance
management
260
employee management
software
320 commission software 110 compensation solutions 480
compensation management
software
210 rewarding employees 170 corporate incentive solutions 20 employee compensation 590
hr performance management 70
sales performance
management software
50 incentive compensation 320
hr performance software 10
sales performance
management solutions
10
employee performance
management
170
hr compensation management 10
sales performance
management system
10
employee performance
management software
70
hr compensation software 10 sales performance software 10
incentive compensation
software
20
hr management software 260 sales incentive software 10 compensation software 140
human resource management
software
170 sales incentive compensation 30
incentive compensation
management software
20
compensation and benefits in
human resource management
20
sales compensation
management
20
total compensation
management
10
benefit and compensation in
human resource management
10 sales compensation software 50
compensation management
solution
110
sales incentive management 10 employment compensation 210
incentive compensation
management
90
incentive management 50
Continuous research of keyword sets and groups will ensure maximum relevancy.

40. 40
SEO Analysis & Optimization Management
 Keyword Research - Although beqom has a list of
keywords it believes are valid, continued keyword
research leveraging analytics will be an ongoing
process to optimize and improve keyword selections
for gaining better rankings.
 Competitive & Long Tail Keywords - Throughout
the keyword analysis stages, competitive and long
tail keywords will also be analyzed to better
understand with granularity what topics users are
searching in order to bring more qualified traffic to
the website.
 On-Page SEO- As keywords are optimized and site
KPIs analyzed, insights will be provided to the web
development team to always have the most up-to-
date SEO website.
 Off-Page SEO - As content is developed, SEO will
continued to be leveraged into blog and social media
content for greater influence and discovery leading
to greater levels of sharing and clicks.
Additionally, SEO will be leveraged with backlinking
and email links, as well as with the use of Google+
and Google Authorship.
 Measurement & Performance Analysis - Website
traffic will be measured weekly for all indexed Pages
and diagnosed for better optimization.
Refining, optimizing and grooming keyword sets will be an ongoing process.

41. 41
Paid Search / PPC Campaigns
 Nine Step Process - Campaigns will be
architected and implemented using best practices
associated with the process defined to the right.
 Search Engines - Emphasis will be placed on
Google, Yahoo, and Bing, which have a virtual
lock on the U.S. market with a combined 95% of
all searches.
 Long Tail Keywords - PPC campaigns will
explore and test the use of long tail keywords
where competition and costs are less, and where
more relevancy should deliver more qualified
audiences to the website.
 A/B Testing - A/B multivariate testing for Landing
Pages will be implemented to increase ROI.
 Keyword Research - The number of keywords
and keyword groups will be optimized for PPC
campaigns to manage resources and budgets.
 Measurement & Analysis - Weekly analyses will
be conducted to measure and adjust campaigns
as a step for realizing better performance and
lower CPC & CPM costs.
A proven nine-step process will be used to govern paid campaigns.

42. 42
Social Media Native Ad Campaigns
 LinkedIn - Sponsored Update campaigns will be
designed to promote post updates to targeted
audiences.
 Follower, Text Link, and Spotlight Ads; and
Sponsored InMails will also be tested to gauge
best efficiencies for reaching and influencing
LinkedIn audiences.
 Twitter - Promoted Tweets and Promoted Account
Ads will be part of the media spend.
 Campaigns will be designed for a number of
objectives, including tweet engagements, website
clicks and conversions, followers, and lead
capturing.
Paid campaigns will be leveraged to increase reach and influence of social assets.

43. 43
Native Ad & Syndicated Campaigns
 Syndication Sites - Campaigns for Blog post
promotion will include PPC syndication services
to create greater reach and exposure of content.
Content is linked and appears as promoted
stories on the web's largest content publisher
sites such as CNN, Fast Company and Fortune.
 Paid Native Advertising - A combination of
native advertising options with select highly
targeted outlets will be used for greater content
discovery and backlinking, including: Sponsored
Posts, In-Feed Ads, and Branded content
placements.
Paid campaigns will be leveraged to increase reach and influence of blog assets.

44. DIRECT MARKETING

45. 45
Email Touchpoint & Distribution Use
Staging publishing cycles and using target audience segmentation filters - multi-faceted campaigns using quality
content will be distributed to support the digital marketing efforts and reinforce lead nurturing through an additional
touchpoint.
A strategic email approach will be used to extend touches and reinforce lead nurturing.

46. 46
Email Execution & Flow
HubSpot's built-in email platform tool
supports a number of integrated features
including:
 Campaign Segmentation
 Target Segmentation
 Recipient Personalization
 Triggered Lead Responses
 Custom or Template Formats
 Automated Device Optimization
 Social Sharing & Linking
 Workflow Management
 Scheduling
 Engagement Optimization
 Email & Web Traffic Analytics
Email campaigns will be designed and managed based on performance KPIs.

47. BEHAVORIAL ANALYSIS
& LEAD NURTURING

48. 48
Lead Nurturing Execution & Flow
Lead Tracking & Management
 CRM Integration fully
compliance with any CRM
system or can be used
independently
 Fully Customizable to store
virtually any kind of data in
Contacts
 Prospect Tracking monitors
companies who are visiting the
website before they convert into
a lead - and automatically
associates them with their past
actions
 Lead Tracking documents
every lead interaction (website
visits, emails, webinars, videos,
and social media)
 Database Segmentation
enables the scheduling and
delivery of stage cycle emails,
website content, and campaigns
with a lead scoring system
based on characteristics and
behaviors
Tracking lead interactions with triggered responses will shorten conversion cycles.
As awareness creates visitors and interactions, leads are continuously qualified using behavioral tracked data for refining best
marketing practices and fordelivering personalized content leading to greaterconversions.

49. ROI & KPI ANALYSIS

50. 50
Key Performance Indicators
Blog
 Overall Blog Visits
 Traffic Source Breakdown
 Blog Homepage Visits
 Number Posts Published
 Top Viewed Posts
 Avg. Views Per Post
 Avg. In-Bound Links / Post
 Avg. Comments / Post
 Social Shares / Post
 New Blog Leads
 Lead Source Breakdown
 Top Lead Gen Posts
 Conversion Rate
 Active RSS Subscribers
 Email Subscribers
Social Media
 Audience (Follower) Growth
 Monthly Reach & Impressions
 Channel Engagement Levels
 Content Consumption / Clicks
 Share of Voice
 Website Traffic, Referrals
 Website Consumption
 In-Bound Lead Generation
Email Direct Marketing
 Conversion Rate
 Click Rate
 Unique Open Rate
 Unsubscribe Rate
 Bounces
 Site Traffic
SEM
 Organic Traffic
 Conversion Rate
 Impressions
 Percentage of Branded Words
 Entry Pages
 Keyword Traffic
 Stickiness
 Bounce Rate
 Rankings Boost Since Start
SEO
 Organic Traffic (non-branded)
 Number of New High Quality
Links
 Content Quality
 Conversion Improvements
 New Leads
A combination of automated analytic tools with human quantitative and qualitative analysis will be applied to beqom's
measurement and reporting to gauge impact and influence, while aiding in the constant re-alignment of best practices
and program performance.
Continuous measurement will keep strategies and tactics aligned for greater ROI.

51. 51
Comprehensive Analytics & Reporting
Full-Funnel Analytics
 Sources Reports analyzes
site traffic by visits, leads and
customers
 Attribution Reports identifies
the most influential pages and
sources that drive conversions
 Channel Reports
analyzes landing page, email
and CTA performance
 Contact List Reports
analyzes database influence
performance
 Competitive Reports
analyzes SEO and site
performance
 Contact Leads Reports
provides data-rich, individual
lead profile insights with
complete interaction reporting
Real-time dashboards with monthly qualitative insights provides transparent reporting.

52. MASTER TIMELINE
ROLLOUT

53. 53
Master Activation Timeline
Overall Activation begins.
Teams identified
with roles &
responsibilities
defined.
Content
frameworks,
workflows,
processes
wireframed.
1. Activation Plan Adopted.
2. Initial teams are defined
using internal and
external resources.
3. Governing systems,
processes and tools are
evaluated and put into
place.
4. New website launch
publicized.
5. Content marketing
ideation, ed cal planning
& development.
Tool audits, demos,
selection.
Content themes,
topics, ed cals
developed.
Frameworks &
workflows
verified.
1. Marketing automation
tools considerations and
selection.
2. Content themes, topics
and editorial calendars
developed.
3. Frameworks, processes
and workflows verified.
1. SEM is architected with
campaign planning.
2. Content development
gets started with initial
topics prioritized.
1. Inaugural post published.
2. Content development
cycles commence.
3. LinkedIn reactivated with
PPC launch.
1. Twitter reactivated.
2. Workflow efficiencies
being evaluated and
tuned.
1. YouTube and Google+
reactivated.
2. Workflow efficiencies
being monitored and
adjusted.
3. Phase 2 Activation
begins.
YouTube and Google+
reactivated.
SEM processes
architected.
Initial PPC
campaigns
designed.
Content
development
gets
underway with
prioritized
topics.
Inaugural post
published with
blog editorial
calendar
governing early
development
cycles.
Twitter reactivated.
LinkedIn
reactivated
with PPC
campaign
launch.
Efficiencies
being defined
with content
development.
Phase 2
Activation
begins.
Efficiencies
being defined
for community
management.
Jan 16 Jan 30 Feb 6 Feb 20 Mar 6 Mar 20