1.
STRATEGY
CREATING A ROADMAP
FOR MARKETING SUCCESS

2.
“The essence of strategy is
choosing what not to do.”
- Michael E. Porter

3.
This is how
many fast-
growing
companies do
marketing

4.
Or like this….

5.
FAST-GROWING
COMPANIES
LEAP
OVER STRATEGY

6.
ROCKETSHIPS: SALES OUTSTRIP MARKETING

7.
FULL STEAM AHEAD
LET’S MAKE MARKETING HAPPEN NOW

8.
STRATEGY? WHAT’S STRATEGY?

9.
WHAT’S YOUR
STRATEGIC PLAN?
(DOES IT LIVE ANYWHERE?)

10.
WHAT IS A
MARKETING
STRATEGY?

11.
IT’S A ROADMAP

12.
WHAT

13.
WHEN

14.
WHO

15.
Minimizes Surprises

16.
Encourages Buy-
In

17.
MARKETING STRATEGY CIRCLE
02
05
01
04
03
06
07
Measure/Optimize
Measure how marketing is performing
against KPIs and benchmarks. Then,
optimize to improve results and
performance.
Tactical Plan
Develop a tactical
implementation plan to guide
who does what, when and
how, as well as tools,
processes & best practices.
Channels
Discover and focus on the most
effective channels to engage,
educate and entertain
customers.
Your Story
Create value propositions,
boilerplates, elevator pitches, vision
and missions statements to tell and
share your story.
Goals
Clearly articulate what you want to
achieve, how and when. How much of a
commitment will it take– time, money,
people?
Target
Audiences
Focus on who matters to you. Create
buyer personas to get knowledge of
customers: their needs, problems and
buying behaviour.
Competitive
Landscape
Do a situational analysis to assess how
your marketing is performing. Do a
competitive audit to assess rivals’
strengths and weaknesses.

18.
Brand
awareness
Media
coverage
Website TrafficDownloads
WHAT ARE YOUR
(business and marketing)
GOALS?

19.
Business goals – sales growth, market share, #
of deals, deal size, geographical reach
Marketing goals – leads, demos, prospects
engaged, media coverage, new channels

20.
S.M.A.R.T MARKETING
Time-bound
Create a timeline for
each marketing project,
including status
updates.
Relevant
Be pragmatic about
what you team can
achieve based on
resources, time and
people.
Specific
Be clear about what
type of marketing that
you are doing.
Measurable
Be sure you can track
your goals. Apply
quantitative and
qualitative attributes.
Achievable
Your goals are
possible, not based on
aspirations.
05
01
02
03
04

21.
Your Three Biggest Goals

22.
WHO MATTERS
TO
YOU?

23.
GOALS, NEEDS,
CHALLENGES
DREAMS,
PROBLEMS?

24.
BUYER PERSONAS

25.
A semi-fictional representation of
your ideal customer based on
market research and real data
about your existing customers.

26.
A buyer persona includes in-depth details

27.
….or it can be less formal like these ones by MailChimp

28.
THE BUYER’S
JOURNEY

29.
A framework that acknowledges a
buyer’s progression through a
research and decision process
that ultimately (hopefully!) ends
with a purchase.

30.
KEY QUESTIONS
1. How do our customers make buying
decisions?
2. What are their competitive options?
3. Where do they research and get
information?
4. Who involved in the decision-making
process?

31.
WHERE DO YOU STAND?
(SITUATION ANALYSIS)

32.
THE
COMPETITION

33.
Who are your biggest
competitors?

34.
YOUR STORY

35.
word stories
(A mini-company description)

36.
Run your
business anywhere.

37.
It’s how people meet.

38.
WHAT’S YOUR
FOUR WORD
STORY?
EXERCISE

39.
WHAT’S YOUR
10-WORD
STORY?
EXERCISE

40.
WHAT’S YOUR
25-WORD
STORY?
EXERCISE

41.
BE IN THE
RIGHT PLACES
(FOR YOU)

42.
PRIORITIZE
After ranking marketing
channels, split them
into three buckets: now,
soon and later to
determine next moves.
LIST
Write down all the
marketing channels and
activities that could be
used to engage target
audiences, regardless of
their potential.
RANK
Rank all your marketing
channels based on
required resources,
costs and expected
success/ROI.
0203
01
LIST, RANK, PRIORITIZE
FRAMEWORK

43.
Website
Videos
Infographics
Newsletters
NOW

44.
Case studies
Social media
Blogs
eBooks
White papers
Conferences
Webinars
Direct mail
SOON
(3 to 9 months) ( 9 months to never)
LATER

45.
TACTICAL
EXECUTION

46.
TACTICS
How will your strategy be
implemented?
Goals
Sales

47.
BUDGETING

48.
Marketing Expenses
 Direct selling costs
 Advertising
 Sales promotion (print, direct mail, electronic)
 PR
 Marketing administration
 Indirect costs (training, subscriptions)

49.
EXERCISE
Create a mock budget

50.
EDITORIAL CALENDAR

51.
Key Metrics
Content marketing: downloads/views, # of prospects, #
of opportunities, # of deals
Website: conversation rates, leads generated, content
influence, visitors, sales
SEM/PPC: # of leads, cost/lead, cost/click, sales
Social media: leads, followers growth, engagement rate,
referrals
Email marketing: # of subscribers, open rate, click-
through rate, # of clicks

52.
mark@markevans.ca
www.markevans.ca
416-669-7028