Xyz.com is a B2B company that relies on digital marketing to find new customers. The document outlines xyz.com's objectives to create awareness and generate leads through their digital marketing strategy. It discusses their current performance metrics and key segments. The execution plan details improvements to their website user experience and content, as well as email, search, display, and social media advertising campaigns from months 1 to 12 to meet their objectives and optimize performance.

1. xyz.com
Digital Proposal

2. Xyz.com is B2B Business that relies on
digital marketing to find prospective
customers

3. Index
1. Why do we exist?
2. How do we accomplish our objectives?
3. How well have we performed?
4. Defining key Segments
5. Execution Plan
a. Website
b. Email Marketing
c. Search Advertising
d. Display Advertising
e. Social Media Advertising
6. Measurement & Optimization

4. Why do we exist?
Objectives for xyz.com
1

5. - Create Awareness
- Generate Leads

6. How do we accomplish
our Objectives?
Goals for xyz.com
2

7. Strategies to meet our objectives
Create Awareness
- Online Acquisition Strategy
- Inbound Marketing
- SEO
- Digital Advertising
- PR Promotions
Generate Leads
- Lead Capturing Strategy
- Contact Us
- Newsletter
signup
- Form
Fills(Content)

8. How well have we
performed?
Key Performance Indicators for xyz.com
3

9. The key KPI groups will be broken down to a more
granular level metrics, and will be measured against set
benchmarks to evaluate performance
Awareness Leads
Quality of traffic Conversions
Content Consumption FormFills

10. Defining Key Segments
People | Behaviour
4

11. People
Other
Main Focus
Other

12. Behaviour - Marketing Funnel
X%
Y%
60%Z%
Web Visitor
Raw Lead
Sales Qualified Lead

13. Execution
How we plan
to take it to
the next level

14. Website : from good to great
User Experience
- Site Structure
- Navigation
- Form Fill Experience
- Mobile Experience
Content
- Helpful content at each stage
- Awareness
- Evaluation
- Purchase
- Diverse content types
- Brochure/Articles/Blogs
- Webinar/ScreenCast/Video
- White Paper/Case Studies
- Infographics/Slide Decks/Blogs
Search Visibility
- Onsite SEO
- Keyword rich content
- Helpful Content
Month 1 - Month 6

15. Email Marketing
Monthly Newsletter
Updates on company, product and
services along with highlights of the
month
Lead Nurturing Mailers
A series of mailers including thank
you mailers,getting started mailers
etc, that helps a lead evaluate our
services
List Imports
Mailer campaigns for email bought
from 3rd party vendors such as
discoverorg.com and
zoominfo.com
Insight Based Mailers
Identifying user behaviour and
trends and replicating the same
through mailers
Month 1 - Month 6

16. Search Advertising
◇ Optimize for Brand Keywords
Acquires a more relevant audience
Month 6 - Month 9
◇ Target relevant keywords
◇ Target low competition related keywords

17. Display Advertising
◇ Remarketing : Accelerate the buying cycle
Helps to penetrate a wider audience/Act as a reminder
Month 9 - Month 12
◇ Display Ad’s : Be visible in new audiences

18. Social Media Advertising
◇ Facebook
￭ Remarketing
￭ Display Ads
Build social communities while acquiring leads
Month 9 - Month 12
◇ Linkedin
￭ Remarketing
￭ Display Ads

19. Measurement &
Optimization
Metrics | Testing
6

20. Month 1 - Month 6 (Organic)
◇ On Site Behavioural Metrics
◇ Evaluating traffic quality by
Source/medium
◇ Click Through Rate
◇ SQLs
Measuring Performance
Month 6 - Month 12 (Organic + Paid)
◇ Cost Per Acquisition
◇ Conversion Rate(SQL/Customer)
◇ Customer Lifetime Value

21. Call To Actions
Conversion Rate Optimization
Step Reduction Page Reduction
Copy testing
Form testingLayout testing

22. Thanks!
Any questions?
You can find me at:
◇ @malindasen
◇ malinda.senanayake@outlook.com