B2B Marketing Planning Workshop
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Agenda: what are we doing today?
• O...
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
When making a deliberated purchase…
...
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
We’re in the _________________ busin...
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
What are your objectives?
5
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Prioritizing your objectives
6
Attra...
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Who is your audience?
• Who are you ...
Applying the strategy to your content
What do your prospects and customers want to know?
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Customers look for what they want to...
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
What do customers want to know?
10
I...
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
11
Content: what does your customer ...
Break…
12
5 minutes
Applying the strategy to your website
Attracting and engaging qualified visitors
14
Direct competitor website references
Exploring design and functionality
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Prioritizing website features for te...
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
CMS template page types
Each page on...
Applying the strategy to your programs
Acquiring, nurturing, and qualifying leads
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Marketing programs: current & gaps
1...
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Review
• Marketing strategy
• The bu...
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Output: website marketing plan
• Val...
Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Next steps
• Brainrider analysis Aug...
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B2B content, website, and lead generation programs planning workshop

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Brainrider's content, website, and lead generation planning workshop template.
Used as part of a moderated session with customer facing team members, marketing team members, and key decision makers.

Executing the workshop includes several framework, brainstorm, and input methodologies designed to extract key strategic, market and customer insight used to develop a better B2B marketing plan.

Please visit http://www.brainrider.com/b2b-marketing-plan-and-strategy/ for more infomation

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B2B content, website, and lead generation programs planning workshop

  1. 1. B2B Marketing Planning Workshop
  2. 2. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps Agenda: what are we doing today? • Overview and warm-up • Marketing strategy – What are your objectives? – What business are you really in? – Who is your target audience? • BREAK • Putting strategy into action – Content: what your customer wants to know – Website: attracting and engaging qualified visitors – Programs: acquiring, nurturing, and qualifying leads • Next steps 2 Using your knowledge of your customers to build better marketing.
  3. 3. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps When making a deliberated purchase… What information do you look for and where? 3
  4. 4. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps We’re in the _________________ business. 4
  5. 5. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps What are your objectives? 5
  6. 6. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps Prioritizing your objectives 6 Attracting & Acquiring Prospects Sales Readiness Qualification Nurturing
  7. 7. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps Who is your audience? • Who are you talking to? • Are there specific groups or segments? • How are your audiences prioritized? Deep dive… • Describe your 3 best customers. • Who is your perfect customer? • Who are the buyers, influencers, stakeholders? • Why do they buy from you? Why don’t they? • Who else do they consider buying from? 7
  8. 8. Applying the strategy to your content What do your prospects and customers want to know?
  9. 9. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps Customers look for what they want to know 9 … not what you want to tell them
  10. 10. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps What do customers want to know? 10 If your customer is asking: What’s my problem? How do I fix my problem? Are you right for me? They want: Education & Thought Leadership Solutions & Product Suitability Credentials & Decision Support What to share with them: • Trends • Benchmarks • Analyst coverage • 101 Education • How to guides • How other people are solving this? • What is the solution & how does it work? • Solution comparisons • Pitfall analysis • Readiness & suitability assessments • How do I choose a vendor? • Pricing • Bench strength demonstration • Case studies • ROI/TCO • How to buy • Working with us
  11. 11. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps 11 Content: what does your customer want to know? • What needs & pains do you deal with? • What problems or concerns do they have? • What do they ask for? • What do they search for? HINT: It’s not always a pitch.
  12. 12. Break… 12 5 minutes
  13. 13. Applying the strategy to your website Attracting and engaging qualified visitors
  14. 14. 14
  15. 15. Direct competitor website references Exploring design and functionality
  16. 16. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps Prioritizing website features for templates • Site-wide features • Navigation (primary, secondary, bottom, footer) • Breadcrumbs • Social media links • Primary sales readiness calls-to-action • Search • Section/page specific features • Homepage content carousel • Homepage client showcase (logos) • Featured content • Custom sidebars (tiered opt-in, related content links, sales readiness offers) • Media viewers/players
  17. 17. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps CMS template page types Each page on sitemap will be built using CMS template into which we will add page content: • Homepage • Subpage (with sidebar, no sidebar, 1 column, 2 column) • Resource centre (main page, category page, post page) • Blog (main page, category page, post page) • Landing page • Search results • 404 • Sitemap
  18. 18. Applying the strategy to your programs Acquiring, nurturing, and qualifying leads
  19. 19. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps Marketing programs: current & gaps 19 NURTURE PROSPECTS QUALIFY SALES READINESS ATTRACT & ACQUIRE PROSPECTS  Inbound  Blogging  SEO  Content syndication  Resource publishing  Gated content  Progressive forms  Tiered opt-in  Social  Social publishing  Social listening  Paid  PPC  E-Blasts  Content sponsorship  Events  Other  Nurturing cold prospects  Monthly newsletter  Recent visit follow-up  Nurturing active prospects  Auto-responders  Thank-you content  Other  Contact us  Sales Readiness Offers  Pricing  Gated free trial  Video demos  Quote  Needs assessment  Free consultation  ROI tool  RFP/RFQ Guide  Events  Product webinars PROSPECTS MQL/SALVISITORS ACTIVE PROSPECTS
  20. 20. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps Review • Marketing strategy • The business you are really in… • Your prioritized objectives… • Your target audience… • Putting the strategy into action • Content priorities • Website priorities • Programs priorities 20
  21. 21. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps Output: website marketing plan • Value proposition • Objectives • Prioritized target audiences • Key customer needs that Phoenix NAP solves • Site architecture • Page styling, templates and wireframes • Site design • Technical requirements • Server setup and installation • Hosting, backup and maintenance
  22. 22. Introduction Objectives Business You Are In Audiences Web Content Programs Next Steps Next steps • Brainrider analysis Aug 22 – 30 • Discussion draft marketing plan Sep 4 • Revisions to marketing plan Sep 6 – 12 • Finalized marketing plan Sep 12 • Execution Start w/o Sep 16 22

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