1.
Margaret Dawson
CMO
Rival IQ
Building Your Integrated Marketing Plan
@seattledawson
#MarketingBootcamp

2.
Digital Marketing Analytics with a Competitive Edge
Integrated Marketing

3.
What is Integrated Marketing?
Unifying traditional and non-traditional marketing channels and applying
consistent branding, messaging and strategies and using cross-channel
promotions so channels reinforce and strengthen each other.

4.
Why is it important?

5.
Cross-Marketing Collaboration

6.
Who Owns It?

7.
What if You Own Only One Piece?

8.
Get Your Piece Integrated

9.
The Whole is Greater
than the Sum of the Parts

10.
Digital Marketing Analytics with a Competitive Edge
Creating the Plan

11.
Bring Together the “Team”

12.
Establish (company) as a global (industry)
leader by creating and communicating a
consistent, compelling, and differentiated
story that drives target customer
awareness, preference and revenue.
Create a Marketing Charter

13.
Draft the Plan Together

14.
Digital Marketing Analytics with a Competitive Edge
The Plan

15.
15
1. Market & Competitive Analysis
2. Marketing Objectives & Strategies
3. Marketing Channels & Tactics
4. Metrics of Success
5. Team Plans
6. Integrated Marketing Calendar
7. Marketing Budget
8. Go-to-Market
9. Messaging and Positioning
10. Reporting
Components
Integrated Marketing Plan

16.
DISCLAIMER
I have used examples throughout this plan.
These are made-up examples and not meant
to represent any specific company or
market.

17.
Digital Marketing Analytics with a Competitive Edge
1. Market Analysis

18.
18
Market Category Here
What Market are we in?
~$15 Billion Market in 2014,
growing by ~10-12% a year
Description of the market category. This needs to be a
preexisting market not one you make up.

19.
19
What Hill Are We On?
Sub-market or category
~$1.3 Billion Market in 2014,
growing by 18% over next 5 years
Expected to surpass $3B by 2019
Description of this sub-category. Also must be
something that already exists or is categorized.

20.
20
 Your Unique Market Niche or Capability
What is our Flag on that Hill?
This is something you can do that no one or
few others in the market provide. This you can
create.

21.
Competitive Landscape
Enterprise Market
SMB Market
On-premise Cloud
Competitor
Competitor
Competitor
Your Company
Competitor

22.
Competitive Landscape V2

23.
23
Competitive Communication Audit

24.
Marketing Situational Analysis
Strengths
• Strong customer base with high satisfaction
• Excellent spokespeople across exec and
extended team
• Foundation of content and materials to leverage
• Strong momentum around awards, PR and
analyst reports
• Clear product roadmap and release schedule
Weaknesses
• Still not being included in all related articles and
reports
• Not seen as clear leader in any particular market
• Confusion around market category and space
• Brand awareness still low compared to competition
• Social media presence and engagement low
• No focus on customer references / case studies
Threats/Challenges
• Increasing competition from a wide range of
vendors
• Market consolidation – noisy M&A environment
• Limited budget and resources to manage multiple
partner marketing plans and initiatives – spread
too thin
• Hard to identify the long-tail searches and terms
people use to find us
• Social media environment complex and multi-
channels – hard to keep up
Opportunities
• Use partnerships to make company perception
bigger than reality
• Use product releases to show platform/technology
innovation, create media buzz and increase
competitive edge
• Building out good content machine to use across
marketing mix
• New Website content should improve SEO traffic
• Use customers to show proof points with prospects
and analysts/media

25.
Challenges & Actions Required
1. We are NOT in the market
conversation – low share of voice
2. Too many different brand messages
and conflicting channels
3. Competitors are acquiring quickly and
building market share
4. Not focused enough on existing
customer satisfaction
5. Product development cycle too slow –
new products lagging
Invest more in public relations, social
media and events – get out there!
Simplify and unify our story with new
messaging and deliver consistently
Deliver improved competitive
intelligence and recommendations
Provide clear NPS statistics and create
new customer-focused programs
Create inflection points beyond
product to make news and noise
Therefore, our marketing needs to:

26.
Digital Marketing Analytics with a Competitive Edge
2. Marketing Objectives and
Strategies

27.
Start with the End in Mind

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28
Top Business Goal
$500K New Revenue in 2015

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29
Top Supporting Marketing Goals
1. Be seen as the destination and expert
source for our target market
2. Grow demand generation database with
quality leads
3. Increase lead to sales qualified
conversion rate
4. Reduce churn

30.
30
Marketing Strategies
Research
&
Discover
Evaluate Engage Purchase Validate Use Grow
Be Seen
as Experts
Build influencer
program and grow 3rd
party blog program to
increase mentions
and association
Increase thought
leadership and
market presence
through speaking
engagements, blogs,
etc.
Grow
Leads
Expand SEO and
PPC content to
increase quality score
and search results
Identify and invest in
top demand
generation channels,
including live and
online events,
syndication, etc.
Increase
Conversion
Drive more content
and programs around
value prop, how to’s
and top use cases
Evaluate pricing and
packaging and
recommend changes
and/or promotional
initiatives
Reduce
Churn
Implement customer
education and
communication
programs to increase
customer success
with product
Show more customer
love through gifts,
events, etc.
Aligned to Buyer’s Journey

31.
Content & The Buyer’s Journey
Research
&
Discover
Evaluate Engage Purchase Validate Use Grow
• Messaging and Positioning
• Website content
• Blog
• Newsletter
• Trial User Training Webinar
• Trial User Email Cadence
• PR Articles
• 3rd Party Referral Blogs
• Speaking Engagements
• Two-page Overview
• How-to Videos
• Getting Started Guide
• Competitive “Battlecards”
• Analyst reports
• Case Studies
• Best Practices Whitepapers
• Customer Testimony
• Customer Webinars & Training
• Awards & Reviews
• Customer Email Cadence
• Quarterly NPS
research
• Customer upgrade
promotions
• Customer Events
31

32.
Digital Marketing Analytics with a Competitive Edge
3. Marketing Tactics

33.
Awareness
& Thought
Leadership Events
Digital
Strategy
Product
Marketing
Content /
Documentation
Sales
Enablement
Demand
Gen / Lead
Mgmt
Partner
Marketing
Marketing
Strategy &
Operations
Global
Marketing
Messaging Corporate
Events
Website /
Blog Ops
Voice of
Customer
Collateral University DG
Campaigns
Channel
Mktg
Competitive
Intelligence
Regional
Plans
Evangelism Technology
Events
SEO / SEM Product/Solutio
n Messaging
API Docs Internal Sales
& Training
Lead
nurturing &
scoring
MDF
Program
Mgmt
Strategic
Projects &
Initiatives
Localized
campaigns
Branding /
Advertising
Industry
Events
eCommerce Launch Plans &
Implementation
Product
Technical Docs
Partner
training
Lead
Conversion
Flow
Strategic
Alliance
Mktg
Metrics &
Reporting
Global
Budget
Mgmt
PR – AR Partner
Events
UX / UI -
architecture
External
Roadmap
Getting Started/
How to / User
Guides
Sales tools &
Playbooks
Content
Syndication
OEM
Partner
Marketing
Salesforce
Admin
Global
Launches
Tht Ldrship
Campaigns
Analyst
Events
Web Content Market
Research
Infographics /
Digital Content
Customer
References
Online
Campaigns
Solution
Partner
Marketing
Budget &
Procurement
Exec /
Internal
Comms
Webinars Blog Content Product
Evaluations
Web Content DG Asset
Mgmt
Partner
Events
Speaker’s
Bureau
Social Media Demos /
Product
Overviews
Graphic Design Partner
Lead Gen
Marketing Areas & Tactics

34.
Try to Focus on Top Channels
Top Channels
SEO
PPC / SEM
Targeted 3rd Party Blogs
Content Marketing
Email Marketing
Social Media
Public Relations
Engineering as Marketing

35.
Digital Marketing Analytics with a Competitive Edge
4. Metrics of Success

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36
2015 Metrics Snapshot
Overall Direct Channel
Total New Revenue $500k $320,000 $180,000
Average Deal Size $6k $5k
# of Deals 90 54 36
# of Qualified Leads
(10% qualified to deal)
900 540 360
# of Leads Required
(15% Lead to Qualified)
6,000 3,600 2,400

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Total Revenue for Year: $504k
Success Metrics: Revenue
42000
72000
90000
120000
20000
40000
50000
70000
0
20000
40000
60000
80000
100000
120000
140000
Q1 Q2 Q3 Q4
Revenue by Quarter
Direct Channel

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38
Total Number of Deals for Year: 90
Success Metrics: Deals
7
12
15
20
4
8
10
14
0
5
10
15
20
25
Q1 Q2 Q3 Q4
Deals by Quarter
Direct Channel

39.
39
Total Qualified Leads for Year: 900
Success Metrics: Qualified Leads
70
120
150
200
40
80
100
140
0
50
100
150
200
250
Q1 Q2 Q3 Q4
Qualified Leads by Quarter
Direct Channel

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40
Total New Leads for Year: 6,000 required
Need to front load due to 3 – 6 mos sales cycle & prep for next year
Success Metrics: New Leads
2,000
3,000
2,000 2,000 2,000
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
New Leads by Quarter

41.
Marketing ScoreCard
Strategic
Objective
Item Target Metric Q1 2015
Grow Revenue New Revenue • $500k
Grow Leads
New Leads • 6000
New Qualified Leads • 900 qualified
Increase
Conversion
Conversion Lead to Sales
Qualified
• 15%
Be Experts in
Market
PR / Social Share of Voice • Top 3
Analyst Rankings • Leadership Rankings
Reduce Churn Customer churn rate • Under 5% by Q2
= on track, trending right direction
= at risk, issues or delayed
= goal not met, cancelled or high risk

42.
Digital Marketing Analytics with a Competitive Edge
5. Team Plans

43.
Digital Marketing Analytics with a Competitive Edge
Demand Generation

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44
Goals
1. Xx
2. Xx
3. Xx
Demand Gen Goals & Strategies
Strategies
 Xx
 Xx
 Xx

45.
DG Team ScoreCard
Strategic
Objective
Item Quarterly Goal Q1 2015
Grow Revenue Monthly Recurring Revenue
New Leads
Website leads
Event leads
Other leads
Conversion
Rates
Inside Sales /
Telemarketing
Lead
Nurturing
Sales
Campaigns
= on track, trending right direction
= at risk, issues or delayed
= goal not met, cancelled or high risk

46.
Lead Nurturing Program
Raise Hand: Registration,
online media, event
7
Marketing 1: Thank you
letter with offer
21
Marketing 2: Informative
content with call to action
21
Marketing 3: Segmented
info with call to action
21
Marketing 4: Demo or high
value with call to action
Lead Generation call
Follow-up email based on
call with deliverable
If become Opportunity,
sales takes over and
continues touches and
deliverables
Moves through opportunity
stages
Sales Nurturing:
Qualified through Opportunities
Bi-monthly
Newsletter
Event / Webinar
invites
Analyst reports
or news articles
Marketing NurturingCommunications
Cadence:
Sent to all leads, opportunities,
customers and connections
If under 40 pts or no action,
move to cadence If over 40 lead points,
automatic sales call
If no decision
within 6
months, goes
back to
marketing
nurturing
46

47.
Digital Marketing Analytics with a Competitive Edge
6. Marketing Calendar

48.
Integrated Marketing Calendar

49.
Digital Marketing Analytics with a Competitive Edge
7. Marketing Budget

50.
2015 Marketing Budget
Budget Category 1Q 15 2Q 15 3Q 15 4Q 15 FY 15 Total
Total Marketing
Programs
840,000 1,050,000 955,000 865,000 3,510,000
Demand Generation &
Sales Enablement
100,000 300,000 200,000 100,000 700,000
Partner Marketing 50,000 50,000 50,000 50,000 200,000
Digital Strategies 25,000 25,000 25,000 25,000 100,000
Awareness & Thought
Leadership
75,000 75,000 75,000 75,000 300,000
Events 150,000 150,000 150,000 150,000 600,000
Content / Documentation 15,000 25,000 30,000 40,000 110,000
Product Marketing 50,000 50,000 50,000 50,000
Marketing Strategy &
Operations
25,000 25,000 25,000 25,000 100,000
Global / Field Marketing 350,000 350,000 350,000 350,000 1,400,000
Exec Summary

51.
Digital Marketing Analytics with a Competitive Edge
8. Go-to-Market

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52
What is Our Go-to-Market Strategy?
Direct
• Enterprise
• How do you
reach them
ThroughChannel
• What kind of
channel
• How do you
reach them
• How do you
partner with
them
• Why do you
need them
PartnerAttach
• Integrate with
other
technologies
• How do you
choose which
partners
• How does the
integration work
52

53.
53
Value Prop by Go-to-Market
Direct
• What is the
value prop for
these
customers ThroughChannel
• What is the
value prop for
these
customers
PartnerAttach
• What is the
value prop for
these
customers
53

54.
54
Target Geographies
1. North America *
2. Western Europe
3. Asia Pacific
4. ROW
Target Market
Hubspan Confidential
Target Companies
1. Enterprise
2. SMB through Channel
* Marketing investment will focus 1H 15 on North American

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 Media
• Technology
• Business
• Regional
 Bloggers / Influencers
• Business
• Cloud
• Big Data / Tech
Secondary Target Audiences
 Analysts
• Enterprise IT
• Cloud
• Big Data
 Investors &
Employees

56.
56
Target Customer Personas
SMB Small
2 – 99 employees
SMB Medium
100 – 1,000 employees Enterprise
Bob Smith
CEO
BS Engineering
Rita Mehta
VP, Technology & Security
Big Deal Pharmaceuticals
Antonio Clarkston
CIO
Mongo Bank Worldwide
Through Channel & Technology Partners Direct Sales

57.
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Our Target Customer: SMB Small
• Largest group of SMBs worldwide
• Once 25 to 50 employees, has at least one internal IT
person – but needs expertise from channel partner
• Owner usually still approves all “IT” decisions
• Sample industries would be:
 eCommerce retailers
 High-tech companies
 Healthcare Offices
 Engineering firms (CAD/CAM)
 Restaurants / Small Shops
 Food or Alcohol Distribution / Manufacturing
 Media or production companies
 Law firms
• Needs to move to SaaS apps and cloud solutions, but
might be slow to upgrade
• VERY cost sensitive – wants a deal and hates the cost of
technology
• Starting to embrace BYOD out of necessity
• Needs some hand-holding and likes fast tips and training
Bob Smith
CEO
BS Engineering

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58
• Has IT department with specialist areas
• Price and resources still an issue
• IT investments & decisions made by VP/CIO
• Networks with peers for ideas and recommendations
• Embracing the cloud to obtain next generation solutions
and save dollars – but security a big issue for them
• Already uses multiple SaaS applications
• Wants enterprise-grade solutions and support at SMB
pricing
• Sample industries would be:
 Technology Companies
 Healthcare or Pharmaceutical companies
 Large engineering firms (CAD/CAM)
 Manufacturing
 Retail
 Packaged foods / products
 Restaurant groups
Our Target Customer: SMB Medium
Rita Mehta
VP, Technology & Security
Big Deal Pharmaceuticals

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59
• Has large, distributed IT organization, usually with
global base and conflicting regional policies
• Under huge pressure to use cloud
• Constantly needs strategies around big data, security,
cloud computing, etc.
• Wants to work with minimal number of vendors – and
use those that can be partners across several areas
• Needs to be relevant to business and show how IT is
driving business impact
• Doesn’t like “sales” people and wants to be treated
like a VIP by vendor executives
• Wants to be seen as a thought leader among his
peers
• Sample industries would be:
 High-tech
 Telecom
 Industrial / Manufacturing
 Healthcare
Our Target Customer: Enterprise
Antonio Clarkston
CIO
Mongo Bank Worldwide

60.
Digital Marketing Analytics with a Competitive Edge
9. Messaging and Positioning

61.
Messaging & Positioning Framework

62.
Digital Marketing Analytics with a Competitive Edge
10. Reporting

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Set a Review & Report Cadence
Quarterly
Scorecard & Plan Review and
Updates as Needed
Quarterly Business Review
Monthly
Marketing Calendar
Update
Budget Review &
Adjustments
Scorecard Check-in
Weekly
Digital Strategies Review Content Calendar Check-in

64.
margaretd@rivaliq.com
Thank You