2. Xyz.com is B2B Business that relies on
digital marketing to find prospective
customers
3. Index
1. Why do we exist?
2. How do we accomplish our objectives?
3. How well have we performed?
4. Defining key Segments
5. Execution Plan
a. Website
b. Email Marketing
c. Search Advertising
d. Display Advertising
e. Social Media Advertising
6. Measurement & Optimization
6. How do we accomplish
our Objectives?
Goals for xyz.com
2
7. Strategies to meet our objectives
Create Awareness
- Online Acquisition Strategy
- Inbound Marketing
- SEO
- Digital Advertising
- PR Promotions
Generate Leads
- Lead Capturing Strategy
- Contact Us
- Newsletter
signup
- Form
Fills(Content)
8. How well have we
performed?
Key Performance Indicators for xyz.com
3
9. The key KPI groups will be broken down to a more
granular level metrics, and will be measured against set
benchmarks to evaluate performance
Awareness Leads
Quality of traffic Conversions
Content Consumption FormFills
14. Website : from good to great
User Experience
- Site Structure
- Navigation
- Form Fill Experience
- Mobile Experience
Content
- Helpful content at each stage
- Awareness
- Evaluation
- Purchase
- Diverse content types
- Brochure/Articles/Blogs
- Webinar/ScreenCast/Video
- White Paper/Case Studies
- Infographics/Slide Decks/Blogs
Search Visibility
- Onsite SEO
- Keyword rich content
- Helpful Content
Month 1 - Month 6
15. Email Marketing
Monthly Newsletter
Updates on company, product and
services along with highlights of the
month
Lead Nurturing Mailers
A series of mailers including thank
you mailers,getting started mailers
etc, that helps a lead evaluate our
services
List Imports
Mailer campaigns for email bought
from 3rd party vendors such as
discoverorg.com and
zoominfo.com
Insight Based Mailers
Identifying user behaviour and
trends and replicating the same
through mailers
Month 1 - Month 6
16. Search Advertising
◇ Optimize for Brand Keywords
Acquires a more relevant audience
Month 6 - Month 9
◇ Target relevant keywords
◇ Target low competition related keywords
17. Display Advertising
◇ Remarketing : Accelerate the buying cycle
Helps to penetrate a wider audience/Act as a reminder
Month 9 - Month 12
◇ Display Ad’s : Be visible in new audiences
18. Social Media Advertising
◇ Facebook
■ Remarketing
■ Display Ads
Build social communities while acquiring leads
Month 9 - Month 12
◇ Linkedin
■ Remarketing
■ Display Ads