The document outlines a data-driven marketing strategy by Maryna Burushkina, emphasizing the need for efficiency amidst growing competition and customer expectations. It includes a case study on ecommaniacs.com, detailing competitor analysis, customer journey mapping, and effective communication channels. The document provides insights into establishing a solid marketing plan with a focus on email marketing, SEO strategies, content creation, and leveraging data for optimized digital marketing ROI.

1. GENERATING DATA-DRIVEN
MARKETING PLANS
MARYNA BURUSHKINA
FOUNDER @ GROWTH CHANNEL

2. WHY CARE?
• (GROWING) COMPETITION
• (GROWING) CUSTOMER EXPECTATIONS

7. ECOMMANIACS.COM CASE STUDY

8. LET’S DO A CASE STUDY
app.growthchannel.io/questionaire/

9. ECOMMANIACS.COM CASE STUDY: COMPETITORS
Top non-brand competitor keywords:
messenger marketing, email marketing funnel, marketing terms to know, email
newsletter design, facebook ad rejected, email marketing benchmarks, email
marketing benchmarks by industry 2020holiday email, dropshipping marketing,
customer loyalty program ideas, what is transactional email, what is email
automation, ecommerce newsletter, email design best practices 2020email
newsletter best practices, email marketing best practices 2020good copywriting
examples, best time to send marketing emails, email best practices 2020data
driven strategy, best newsletters 2020email marketing automation, holiday email
marketing, best times to send emails 2020best email newsletters, best newsletter
design, valentine’s day email, newsletter best practices, black friday email, email
marketing newsletter, win back email, clutch agency, churn marketing, successful
ecommerce business, types of email campaigns, how to buy email lists, what is an
email campaign, facebookadaccount, how to clean up your email, mailchimp
ecommerce, how to grow your email list, email marketing
fi
rm, banned from
facebook advertising, best welcome emails, is email marketing dead, cyber
monday email, email marketing agency, how to avoid emails going to spam,
facebook ecommerce store, how to clean out email, email marketing roi, buy email
list for marketing, where to buy email lists, best email marketing for shopify, grow
your email list, purchase email lists for marketing
Top referring domains:
adleaks.co, saashub.com, topdigital.agency
clutch.co, themanifest.com, partnerbase.com
top50adagencies.com, up
fi
rms.com
teckexperts.com, ecomworldconference.com
agencyspotter.com, b2blistings.org
forbes.com, good
fi
rms.co, hubspot.com

10. ECOMMANIACS.COM CASE STUDY: COMPETITORS
Top SEO pages:

11. ECOMMANIACS.COM CASE STUDY: PERSONAS
https://app.growthchannel.io/personas

13. BIT.LY/WTGC-PERSONA
PERSONA TEMPLATE

14. MAPPING A CUSTOMERS JOURNEY: SAAS AGENCY EXAMPLE
▸ Priority: New leads
▸ Focus on Consideration
Before a user heard
of your brand
A user learns more
about your brand
A user seeks
information about
your brand
A user completed a
purchase
User retention
User promotion,
referrals and
af
fi
liation

16. Complexity: Medium
High Level Ad Targeting
31-50 years old, both genders, self-employed, title contains “Founder”/“Co-Founder”/“Owner”, company
founded in 2017 or later, company size 1-20, Industry: Technology, Software. Mobile - Tablet - Desktop:
30-10-60 impressions distribution. Re-marketing to industry websites, SERP keyword searches. Re-
marketing to competitor brand name search queries + visitors to own website.
Touchpoints
Friend referrals & word of mouth, video ad testimonials, interactive chat, startup communities, Google
search, review sites, agency directories, marketing service provider directories.
Content
Lead magnets on Facebook / LinkedIn / Twitter for direct lead generation campaign; AMA sessions with
in
fl
uencers and experts; FAQs; Case studies
KPIs Website visits, average session duration, bounce rate, CTR, CPC
Paid channels examples Google Ads, Quora ads, Facebook lead gen ads, LinkedIn lead gen ads, Twitter ads, LinkedIn InMails
Organic channels examples Facebook, Instagram, Twitter, LinkedIn, Website, chat bot, Directory sites, Webinars
MAPPING A CUSTOMERS JOURNEY: SAAS AGENCY EXAMPLE

17. SEO/SEA keywords
marketing agency, digital agency, google digital marketing, online marketing agency, internet marketing company, ppc
management, online marketing companies, internet marketing agency, seo digital marketing, best digital marketing agency
social media marketing company, internet marketing services, digital marketing expert, digital marketing strategist, digital
marketing solutions, online marketing services, best digital marketing company, top digital marketing agencies, content,
marketing services, top marketing agencies, digital creative agency, top digital marketing companies, web marketing
agency, sem agency, marketing
fi
rms near me, seo marketing agency, best marketing agencies, performance marketing
agency, top digital agency, top marketing
fi
rms, full service digital agency, internet marketing consultant, full service
marketing agency, internet marketing specialist, digital seo, ppc marketing agency, search marketing company
Content titles, samples &
templates
The key online marketing strategies for tech companies in 2020
xx Killer Ways to Market Your Tech Startup
xx Must-Have SaaS Marketing Tools & Platforms
How To Develop A Digital Marketing Plan For SAAS Businesses
How to Put Together a Top-Tier SaaS Marketing Strategy
Complete Guide To SaaS Marketing
12 Proven SaaS Marketing Strategies That Rock!
SaaS Marketing Bible [XX Tactics & Case-Studies]
Top SaaS Marketing Trends for 2020 [That Actually Work]
SaaS Marketing 101
How to Build the Perfect SaaS Marketing Team
Why a Digital Marketing Strategy is Essential for Software Business
The Ultimate SaaS Funnel Guide
An Insider Guide to Setting Up Your SaaS Marketing Funnel
Are You Optimizing Your SaaS Conversion Funnel?
SaaS Marketing Strategies For Every Stage of the Funnel
B2B SaaS marketing funnel conversion rate benchmarks
MAPPING A CUSTOMERS JOURNEY: SAAS AGENCY EXAMPLE
Complexity: Medium

18. CAMPAIGN CONSIDERATIONS: SAAS AGENCY EXAMPLE
Download: Ultimate Guide To Marketing Your SaaS
Business in 2020/2021
Calculators:
What is your CAC / LTV / ROAS?
Video series: How [Company] grew to [metric]
in xx [time]
Book A FREE Growth Session
Speak with one of our Digital Marketing Specialists to
discover how we can help your business. When are
you available? IMMEDIATELY - LATER
Digital Campaign of the week - [Customer
Company Name]
A guide to choosing the right marketing agency
to grow your business

19. EMAIL SAMPLE WORKFLOW: SAAS AGENCY EXAMPLE
SUBSCRIBED FOR UPDATES
SUBMITTED CONTACT FORM
DOWNLOADED A RESOURCE
PARTICIPATED IN A WEBINAR
ATTENDED EVENT / PODCAST
EMAIL LIST
CUSTOMER SURVEY
OTHER SUBSCRIPTION SOURCES
weekly newsletters
XX WAYS YOU CAN ACQUIRE MORE SAAS
CUSTOMERS TODAY
[COMPANY] CASE
STUDIES
HOW TO OPTIMIZE YOUR FUNNELS FOR
BETTER CONVERSION
HOW [COMPANY] GREW TO XXXX ERR
IN [TIME]
SPECIAL OFFER
XX WAYS YOU CAN IMPROVE YOUR SALES
FUNNEL TODAY
3 days, no upgrade
3 days, no
upgrade
7 days, no
upgrade
7 days, no
upgrade
3 days, no
upgrade
7 days, no
upgrade
ARE YOU STILL LOOKING FOR
MORE SAAS CUSTOMERS?
30 days, no
upgrade
ACTIVE CUSTOMER
WELCOME
1 day after
SHARE YOUR CAMPAIGN SUCCESS WITH THE
WORLD: CASE STUDY INVITATION
last touch point
Here is our process outline
YOUR DAILY UPDATE
daily while campaign in progress
What is done & what we need , what next

20. BIT.LY/WTGC-CDJ
CUSTOMER DECISION JOURNEY
TEMPLATE

23. ALLOCATE RESOURCES ONLY TO WHAT HAD BEEN PROVEN TO
WORK, THEREBY INCREASING DIGITAL MARKETING ROI.
ELIMINATING GUESSWORK, GATHERING AND ANALYSING
ENORMOUS VOLUMES OF DATA, AND OPTIMALLY
LEVERAGING THE RESULTING INSIGHTS.
Harvard Business Review
A PIECE OF WISDOM

24. 1. TEST
2. OPTIMIZE
3. LEARN
4. REPEAT

25. MARYNA BURUSHKINA
MARYNA@GROWTHCHANNEL.IO
GROWTHCHANNEL.IO/AGENCY
THANK YOU
25