Race framework for B2B Marketing
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This document provides a digital marketing plan and key performance metrics for ClientX in 2016-2017. It summarizes ClientX's 2015 and projected 2016 marketing programs and related leads, deals, revenue, and costs. It also reviews ClientX's digital capabilities versus best practices and establishes baseline metrics to measure future program success, including monthly traffic, leads and program mix. Finally, it analyzes opportunities by lead source to identify top programs.
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Race framework for B2B Marketing
- 1. 2016 – 2017 ClientX Digital Marketing Plan A Case Study in B2B Marketing Copyright: Vlad Zachary
- 2. Projected 2016 -‐ Aligned With Business Goals Program MQLs Total SQLs per Funnel Report Actual MQL-‐ to-‐SQL Deals Est Rev Cost per lead Sales Lead to Deal Program Spend MKT to Sales ROI Referrals 2531 -‐ 42.85 108,449 PPC 446 -‐ 146.95 65,478 Trade Shows 669 -‐ 20.37 13,632 Advertising 4,481 -‐ 24.12 108,077 Cold Lists* 5,007 -‐ 0.41 2,059 Unknown -‐ Total Q1 8126 262 3.2% 17 803,964 36.63 6.49% 297,695 270% Key Findings – 2015 vs 2016 Assumptions: • Across the board increase would deliver required growth • Sales will keep up with MQL growth Observations: • Total Program spend projected 16.1% higher than 2015 • Additional MQLs/month = 353 or a total of 1,031/ month for Sept-‐Dec • Actual Jun’16 = 609; Actual Jul’16 = 450 2015 Program MQLs (excluding Cold List*) Total SQLs per Funnel Report Actual MQL-‐ to-‐SQL Deals Est Rev Cost per lead Sales Lead to Deal Program Spend MKT to Sales ROI Referrals 1310 2 -‐ 49.36 64,662 PPC 302 -‐ -‐ 164.87 49,791 Trade Shows 1232 -‐ -‐ 47.93 59,044 Advertising 2500 1 -‐ 29.83 74,581 Cold Lists* 2585 -‐ -‐ -‐ Unknown 3 -‐ Total 2015 5344 114 2.1% 6 133,034 46.42 5.26% 248,078 54% Copyright: Vlad Zachary
- 3. Opportunity Assessment SMB Platforms Provide a Stream of ”Graduating” Customers Copyright: Vlad Zachary
- 4. Strategy Statement ClientX will transform itself into the leading brand and the provider of choice for emerging and growth brands in the mid market segment. By positioning itself as the premium alternative to current technologies, ClientX’s new brand will appeal to the growth-‐focused e-‐commerce clientele. Through aggressive growth, the company will become the leader in the mid-‐market space. Copyright: Vlad Zachary
- 5. Review of Digital Marketing Capabilities vs Industry Best Practices >Use of Marketo allows for nurture campaigns; Needs improvement >Content is plenty, targeted, poorly organized; Needs improvement >Social media practically non-‐existent; Needs strategy >With Re-‐brand looming, it needs some temporary patch-‐up >SEO needs radical improvement, both strategically and temp Industry Data ClientX Comparison >PPC and Paid Ads seem to be producing best results >Cost effective and powerful engagement; new ones scheduled Copyright: Vlad Zachary
- 6. Key Metrics – Introducing Monthly KPIs for Traffic, MQLs vs Program Mix 2015, 2016 Assumptions: • Monthly historic data will provide clues for future use of marketing channel Observations: • Insufficient data; need to establish baseline and use for future measure of successful programs Month Jan-‐16 Feb-‐16 Mar-‐16 Apr-‐16 May-‐16 Jun-‐16 Traffic 9208 9484 10238 9857 9112 9209 Leads 656 1073 637 427 1029 609 SQL Webinars 1 Trade Shows 1 Public Events 1 1 Content 1 2 1 Paid Advertising Campaigns 1 (A/B testing webinar) Email Campaigns 1 3 (nurture campaigns created) 3 2 Social Media Campaigns 1 (A/B testing webinar) Press Releases 1 3 1 Copyright: Vlad Zachary
- 7. Key Metrics – Opportunities by lead source 2017 Assumptions: • Lead source will give us clues what marketing programs to focus on Observations: • Website is the leading source of Opportunities with 9; followed by IR with 5, IRCE Chicago with 3 and Direct Call-‐in with 2 Opportunity Name Lead Source Splits59 Capterra Kings Underwear Cold -‐ Etail Insights Vision Coat Direct Call-‐in GretnaBikes 360 Upgrade Direct Call-‐in Ronaldo Designer Jewelry Inc IR BlackFriday Cali and York IR BlackFriday Peepers Reading Glasses IR Ecommerce Platform Moon and Lola IR Ecommerce Platform Olympia Sports IR Holiday Rush Casual Designs Furniture LeadFlow Aristotle Corporation Referral -‐ Partner Little Boy Chic ReTarget SIG Manufacturing Trade Show IRCE 12 Chicago RoadKillTShirts Trade Show IRCE 15 Chicago Merchant Automotive Trade Show IRCE 16 Chicago Pexheat.com Web -‐ Demo Northland Natural Pet Website GoodEarth Products & Distribution Website Eurotec Website The Tasteful Garden Website United Aqua Group Website Event Cameras Website The ZigZag Stripe Website iMarine USA-‐ Website Possible 360 Migration Pre-‐Tracking Copyright: Vlad Zachary
- 8. Leveraging the Jobs-‐To-‐Be-‐Done framework, we find opportunities to help customers at every step. Copyright: Vlad Zachary
- 9. Customer Segmentation Plan • Apply strategic use of customer life-‐cycle segmentation, product affinity, marketing engagement • Develop Customer Persona –Demographic and Psychographic • Outline Typical Customer Journey Maps • Identify VIP or “hero customer” campaigns • Target Segments with effective mix and optimize mix as we go Copyright: Vlad Zachary
- 10. The RACE Framework Objectives • Reach target customers with a balanced mix of messaging, ads, content • Attract prospects with value, brand, quality, capabilities, service • Convert to fans, SQLs, and customers • Exceed expectations by delivering value throughout process and post-‐purchase Copyright: Vlad Zachary
- 11. REACH • Opportunity • Targets for building traffic, leads – aligned with business goals; based on improved historic metrics • Strategy • Define key brand messages for target segments; select relevant media mix, link to content strategy • Prioritize channel media spend, summarized in a conversion-‐based media plan and budget • Action • Execute marketing program; monitor continuously for improvement opportunities 1. Goal: Grow your audience online Buyer Stage: EXPLORATION KPIs: • Unique Visitors • Value per visit • Fans, Followers, MQLs Invest in continuous inbound marketing. Ensure we harness customer purchase intent as they seek information. Use ‘always-‐on’ communications to reach our audience through Search and Social media – all fueled by targeted content marketing. FOCUS: Copyright: Vlad Zachary
- 12. ATTRACT • Opportunity • Define goals, events, and dashboards for measuring customer interactions • Strategy • Define customer personas • Define content marketing plan, calendar, site, and improvement plan, including lead profiling • Action • Execute editorial calendar and outreach; improve landing pages, and site page templates 2. Goal: Boost brand engagement, leads Buyer Stage: DECISION MAKING KPIs: • Lead Conversion Rate • Time/quality of engagement • Follow-‐ups, Shares, Calls A well-‐defined content marketing strategy will integrate online communications to fuel lead generation and power inbound marketing. An ongoing digital optimization plan is part of the strategy. FOCUS: Copyright: Vlad Zachary
- 13. CONVERT • Opportunity • Create and review site conversion funnels and path-‐to-‐MQLs; Review multichannel interactions to increase MQL conversion rates • Strategy • Define online conversion rate optimization (CRO) approach • Define how key online communications (search, webinar, content, social, ads) drive MQLs • Action • Implement CRO through test plan for AB and multi-‐site tests and experiments; Implement lead retargeting, site personalization, email, social targeting 3. Goal: Improve MQL-‐to-‐SQL conversion Buyer Stage: PURCHASE KPIs: • SQL Conversion Rate • Revenue • ACV Set up a CRO (Conversion Rate Optimization) program. Invest to optimize digital as the leads engine. FOCUS: Copyright: Vlad Zachary
- 14. EXCEED • Opportunity • Create post-‐purchase communication and engagement strategy • Strategy • Define post-‐purchase paths and marketing options • Define how key activities drive satisfaction and partnering with Marketing • Action • Implement post-‐purchase engagement through partnering with Client Services, reaching out with satisfaction surveys, customer testimonials, PR, Customer Advisory Board engagement 4. Goal: Marketing owns Client Satisfaction Buyer Stage: POST-‐PURCHASE KPIs: • Satisfaction Rate • Partnering w/ Marketing • Customer Advisory Board FOCUS: Set up a CAB – Customer Advisory Board, with the goal to foster continuous positive communication with the brand. Customers who feel listened to, will tend to be more satisfied and easier to turn into brand ambassadors. Copyright: Vlad Zachary