I’ve always been a fan of the Smart Insights RACE planner. It doesn’t overcomplicate. Clearly references the steps in the marketing and sales funnel, but also emphasises the importance of customer success and referrals. With the serious case of FUDs out there; (Fear, Uncertainly and Doubt)... I thought it would be useful to put together my take on actionable plan to the changing situation against this RACE framework and the associated KPIs.

1. Dealing with The Change.
Actionable Marketing
plan through RACE
Framework

2. Metrics Immediate Actions
Reach:
Impressions to site visits.
KPIs - Impressions, Sessions, Share of Voice
online
- Customer segment analysis - Refocusing on segments that can still buy in the short-term
- Paid media review. Deep dive efficiency of campaigns. Trim Adgroups/Campaigns where CPL is
most efficient. Don’t blanket pause, optimise
- Outreach comms e.g. email reassure, but avoid generic messaging - Need to resonate with
brand
- Close review of and potential pause prospecting channels e.g. Display, not booked above the
line
Act:
Converting site visits to leads
KPIs - Bounce rate, Cost per lead, emails
collected
- Coronavirus sign-posting to provide support and confidence, but make sure this isn’t end of the
users session and they can continue with purchase journey with CTAs
- Focus on landing pages, where there is most opportunity from refined media
- Sensible offers and discounts especially with prospects that are in the the final stages of the
nurturing or retargeting funnel
Convert:
Converting Leads into sales
KPIs - Forms out, Average order value, sales
by channel
- Proactively work with other prospects to understand their changing pain points and consider to
adjust your lead scoring system
- Quickly and efficiently close orders at final stages of purchase
- Flexible with payment plans and unbundle if necessary
Engage:
KPIs - Refers, positive reviews and brand
reputation management
- Help wider community where possible. Build case studies for PR and link-building opportunities
- Carefully tread the Comms line. Don’t profiteer from the situation.

3. Metrics During Crisis
Reach:
Impressions to site visits.
KPIs - Impressions, Sessions, Share of Voice
online
- Tracking customer behaviour and attitudinal changes – Leading indicators that have changed
- Revise PPC optimisation of campaigns to find the optimum level of cost per lead performance.
Tracking Google trends for new keyword opportunities.
- Refocus on Content and SEO optimisation to maintain lead volume through lower cost channels
- Wider team producing content when they can’t carry out other activities
- Review onboarding and nurturing comms, so they’re appropriate to the current situation
Act:
Converting site visits to leads
KPIs - Bounce rate, Cost per lead, emails
collected
- For non-purchasing customer segment, pivot to Soft lead opportunities e.g. Data collection,
nurturing programs
- Content that engages wider breadth of consumers e.g. Webinars to provide more confidence
- Additional time to speak to existing customers and prospects
Convert:
Converting Leads into sales
KPIs - Forms out, Average order value,
sales by channel
- Build strong relationships with existing customers - guarantee their success
- Lower consumers upfront adoption costs
- Extend credit if there are longer term benefits
- Offer delayed payment plans
Engage:
KPIs - Refers, positive reviews and brand
reputation management
- Aggressive referral scheme with steep discounts to existing customers
- Brand - No better time to build authenticity
- Online reviews strategy - Positive actions building engagement.

4. Metrics After Crisis
Reach:
Impressions to site visits.
KPIs - Impressions, Sessions, Share of
Voice online
- Vital to have speed to increase paid acquisition with reduced competition and acquisition costs.
Being aware of cash flow and turning the taps on slowly
- Outreach campaigns and retargeting ready and prepared for campaigns to convert Soft leads plan
- Omni-channel marketing = Get all channels singing together to maximise the level of reach including
offline and Online
- Attribution analytics in best possible position, since the previous reduction in activity and reset
Act:
Converting site visits to leads
KPIs - Bounce rate, Cost per lead,
emails collected
- Scarcity promotion to kick-start interest
- Maximising conversion rate from pent up demand
- Rollout of campaigns to capitalise on previous soft lead capture. If have valid permissions test a range
of customer touchpoints including SMS and even DM
Convert:
Converting Leads into sales
KPIs - Forms out, Average order value,
sales by channel
- Bucketing lead cohorts, based on levels of purchase intent during the the Virus and tailoring
approach
- Sales and Marketing executing with high velocity
Engage:
KPIs - Refers, positive reviews and
brand reputation management
- Customer Success program to work with existing clients coming out of hibernation
- Re-establish branding positioning and building confidence for the first wave of customers that