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Multi-channel Marketing 101Sample StrategyMarcia Harlow                      1
Marketing / Product Marketing 360                         Product       Marketing                          Alliances      ...
Go-To-Market Considerations   How Should Your BRAND Be Perceived    – Voice    – Message & Value Proposition       • What...
Marketing Strategy (Sample)                           Jan               Feb              Mar              Apr         May ...
Marketing Strategy (Sample)                           Jan          Feb          Mar         Apr          May          Jun ...
Marketing Strategy (Sample)                           Jan               Feb              Mar              Apr         May ...
Marketing Strategy (Sample)                           Jan           Feb            Mar            Apr          May        ...
Marketing Strategy (Sample)                           Jan           Feb            Mar            Apr          May        ...
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Marketing strategy multi channel overview m harlow 2011

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Transcript of "Marketing strategy multi channel overview m harlow 2011"

  1. 1. Multi-channel Marketing 101Sample StrategyMarcia Harlow 1
  2. 2. Marketing / Product Marketing 360 Product Marketing Alliances Marketing • Brand • Roadmap • Identify • Value • Market Partner Proposition Requirements Needs • Market • Product • Develop Awareness • Marketing Partnerships • Lead • Product • Launch Generation Launch • Internal • SME • External Building the Foundation 2
  3. 3. Go-To-Market Considerations How Should Your BRAND Be Perceived – Voice – Message & Value Proposition • What’s the problem you’re solving • Why should clients choose you? Economic Climate – Need versus Want Competition – Understanding your competitors – SWOT Analysis Growth Strategy – Managed growth • If you build it, they will come – is your organization ready? 3
  4. 4. Marketing Strategy (Sample) Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Market Industry Industry Industry Tradeshow Tradeshow Tradeshow Awareness: Briefings: Briefings: Social MediaMarket Awareness Analysts Analysts Media Media Industry Events Articles (Quotes and/or Bylines) & Press Releases – Leverage ALL Opportunities Briefings Advertising Buyers Guides / Listings; Online Banners & Advertising Social Media Platforms: LinkedIn; Facebook; Twitter; Blog (Maintain: Schedule + Leverage Industry Related Occurrences/News) Thought Leadership: 4 Core Streams POV/White papersThought Leadership POV Paper Whitepaper POV Paper POV Paper POV Paper POV Paper (All Interdependent Case Studies Webinar Webinar Webinar Webinar For Overall Success) Themed Events Client Case Study Client Testimonials Client Case Study Client Engagement:Client Engagement Client Client Forum Forum Communications Client Satisfaction Survey: Post Implementation Satisfaction Surveys Client Communications: FIRST & e-mail Forums Collateral: Maintenance: Updates; New Sales Support:Sales Support Website Maintenance: SEO; new content (PR; Events; Client Successes; Video Collateral Internal Communications: Company News delivered via Intranet or alternate tool (Product Updates; Market News & Insights; Marketing Updates) Website Competitive Intelligence Strategy & Knowledgebase: Leveraged by all employees to provide insight for product and sales (Win/Loss; Analyst Reviews; Client Input) Communications Speakers Bureau: Identify > Develop > Schedule for Events (Physical & Virtual) Competitive KB 4 Sample ONLY – Actual Activities & Timing Dependent on Industry and Organization 4
  5. 5. Marketing Strategy (Sample) Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Industry Industry Tradeshow Tradeshow Market Awareness Industry Tradeshow Briefings: (Sales Accelerator): Briefings:Market Awareness Analysts Analysts Media Media Social Media Articles (Quotes and/or Bylines) & Press Releases – Leverage ALL Opportunities •LinkedIn; Facebook; Twitter Buyers Guides / Listings; Online Banners & Advertising •Blogs Industry Events Social Media Platforms: LinkedIn; Facebook; Twitter; Blog (Maintain: Schedule + Leverage Industry Related Occurrences/News) •National Level •Regional LevelThought Leadership POV Paper Whitepaper POV Paper POV Paper POV Paper POV Paper Briefings Webinar Webinar •Analyst Webinar Webinar Client Case Study Client Testimonials •Media Client Case Study •FinancialClient Engagement Client Client Forum MediaForum Client Satisfaction Survey: Post Implementation •Articles: Bylines & Quotes Client Communications: FIRST & e-mail •Press Releases Collateral: Maintenance: Updates; New Advertising Website Maintenance: SEO; new content (PR; Events; Client Successes; Video •Buyers Guides & ListingsSales Support Internal Communications: Company News delivered via Intranet or alternate tool•Online Ads(Product Updates; Market News & Insights; Marketing Updates) •Leverage for product (Direct & Sponsorships) Competitive Intelligence Strategy & Knowledgebase: Leveraged by all employees to provide insight Eventsand sales (Win/Loss; Analyst Reviews; Client Input) Speakers Bureau: Identify > Develop > Schedule for Events (Physical & Virtual) •Print 5 Sample ONLY – Actual Activities & Timing Dependent on Industry and Organization 5
  6. 6. Marketing Strategy (Sample) Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Industry Industry Industry Tradeshow Tradeshow Tradeshow Briefings: Briefings:Market Awareness Analysts Analysts Media Media Articles (Quotes and/or Bylines) & Press Releases – Leverage ALL Opportunities Buyers Guides / Listings; Online Banners & Advertising Thought Leadership: Social Media Platforms: LinkedIn; Facebook; Twitter; Blog (Maintain: Schedule + Leverage Industry Related Occurrences/News) Research Papers •Point Of View Papers (POV)Thought Leadership POV Paper Whitepaper POV Paper •Whitepapers (WP) Paper POV POV Paper POV Paper Webinar Webinar Themed Events Webinar Webinar Client Case Study Client Testimonials •Webinars (Leverage POV; WP; Partners; Client Case Study Speakers Bureau)Client Engagement Client Client Forum •E-mail Campaigns Forum Client Satisfaction Survey: Post Implementation •Offer something of value Client Communications: FIRST & e-mail •Breakfast Seminars Collateral: Maintenance: Updates; NewSales Support Website Maintenance: SEO; new content (PR; Events; Client Successes; Video Internal Communications: Company News delivered via Intranet or alternate tool (Product Updates; Market News & Insights; Marketing Updates) Competitive Intelligence Strategy & Knowledgebase: Leveraged by all employees to provide insight for product and sales (Win/Loss; Analyst Reviews; Client Input) Speakers Bureau: Identify > Develop > Schedule for Events (Physical & Virtual) 6 Sample ONLY – Actual Activities & Timing Dependent on Industry and Organization 6
  7. 7. Marketing Strategy (Sample) Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Industry Industry Industry Tradeshow Tradeshow Tradeshow Briefings: Briefings:Market Awareness Analysts Analysts Media Media Articles (Quotes and/or Bylines) & Press Releases – Leverage ALL Opportunities Client Engagement: Buyers Guides / Listings; Online Banners & Advertising Communications Social Media Platforms: LinkedIn; Facebook; Twitter; Blog (Maintain: Schedule + Leverage•Company / Product Updates Industry Related Occurrences/News) •Thought LeadershipThought Leadership POV Paper Whitepaper POV Paper Case Studies POV Paper POV Paper POV Paper •ROI Webinar Webinar Webinar Webinar •Service/Process Excellence Client Case Study Client Testimonials Client Case Study Satisfaction Surveys •Post ImplementationClient Engagement Client Client Forum Forum Client Satisfaction Survey: Post Implementation •Focal Client Communications: FIRST & e-mail Forums •Special Interest Groups Collateral: Maintenance: Updates; New •Product / Service Advisory Board(s)Sales Support Website Maintenance: SEO; new content (PR; Events; Client Successes; Video Internal Communications: Company News delivered via Intranet or alternate tool (Product Updates; Market News & Insights; Marketing Updates) Competitive Intelligence Strategy & Knowledgebase: Leveraged by all employees to provide insight for product and sales (Win/Loss; Analyst Reviews; Client Input) Speakers Bureau: Identify > Develop > Schedule for Events (Physical & Virtual) 7 Sample ONLY – Actual Activities & Timing Dependent on Industry and Organization 7
  8. 8. Marketing Strategy (Sample) Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Industry Industry Industry Tradeshow Tradeshow Tradeshow Briefings: Briefings:Market Awareness Analysts Analysts Media Media Sales Support: Articles (Quotes and/or Bylines) & Press Releases – Leverage ALL Opportunities Collateral Buyers Guides / Listings; Online Banners & Advertising •Data Sheets •Verticals Occurrences/News) Social Media Platforms: LinkedIn; Facebook; Twitter; Blog (Maintain: Schedule + Leverage Industry Related (Future) WebsiteThought Leadership POV Paper Whitepaper POV Paper •Themed Pages: Paper POV POV Paper POV Paper Webinar Webinar •PartnershipsWebinar Webinar Client Case Study Client Testimonials •Thought Leadership Client Case Study •Client Endorsements •EventsClient Engagement Client Client Forum Forum Client Satisfaction Survey: Post Implementation Communications Client Communications: FIRST & e-mail •Internal Company Newsletter •Product Matrix Collateral: Maintenance: Updates; New Competitive KBSales Support Website Maintenance: SEO; new content (PR; Events; Client Successes; Video •Analyst Reports Internal Communications: Company News delivered via Intranet or alternate tool (Product Updates; Market News & Insights; Marketing Updates) •Win / Loss Analysis Competitive Intelligence Strategy & Knowledgebase: Leveraged by all employees to provide insight for product and sales (Win/Loss; Analyst Reviews; Client Input) Speakers Bureau: Identify > Develop > Schedule for Events (Physical & Virtual) 8 Sample ONLY – Actual Activities & Timing Dependent on Industry and Organization 8
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