Z

1. Since
2012
Designed and strategized by: Timothy Braswell
CUSTOMER DEVELOPMENT STRATEGY

2. C U S TOMER D E V ELOPMENT R O A D M A P
4 P I L LARS O F C O M MUNICATION
O P E RATIONAL P A I N P O I NTS
I N D USTRY B U Z Z W O R DS
SINCE 2012
M A R KETING C H A NNELS

3. YOUR COMPANY NAME The COMPA Presentation
COMPA
TRAFFIC AND ICONS
• Personas
• Copy
• Content
IDENTIFY INDUSTRY
RESOURCES
• Job titles
• Job descriptions
• Operational pillars
• Components of operational pillars
IDENTIFY PROSPECT
RESPONSIBLITIES
• Blogs
• Thought leaders
• Forums
IDENTIFY PAIN
POINTS
• Define pain points
• Identify pain point causes
• Conduct interviews
• Distribute surveys
VALIDATE PAIN
POINTS
CRAFT MARKETING
MATERIALS
TEST & REFINE
• Marketing channels
• Copy
• Content
CUSTOMER DEVELOPMENT ROAD MAP

4. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
STRATEGY
• Development
• Collaboration
CURATION
STRATEGY
DISTRIBUTION
MEASUREMENT
4 PILLARS OF COMMUNICATION OPS
CURATION
• Search
• Alignment
• Segment
DISTRITBUTION
• Identify channels
• Ensure timely delivery
MEASUREMENT
• Engagement
• Assessment
• Reporting

5. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
OPERATIONAL PAIN POINTS
STRATEGY
Conducting a comprehensive to find
relevant documents, reports &
information related to the
communication strategy
Limited time frame to develop
strategy
Limited budget to finance strategy
Effectively collaborating with key
stakeholders that are needed to
contribute to the communication
strategy
CURATION
Align communication & content with
organizational goals and priorities
Tailoring communication & content to
employees across the organization
Categorizing communication &
content by employee job functions
Searching both externally & Internally
channels for relevant content to
support communication strategy
DISTRIBUTION
Identifying where audience segments
prefer to receive their corporate
messages
Determining which channel to
distribute communication
Avoiding communication overload
Ensuring employees receive
communication in a expedited and
timely manner
MEASUREMENT
Inability to identify if employees
received communication
Determining how to influence
employees to interact with
communications
Difficult to assess & measure the
impact of communication
Determining if employees have direct
access to communication channel

6. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
INDUSTRY BUZZ WORDS
Change process
Crisis
Tone of voice
Multi-channel
Intranet
Company
culture
Corporate reputation
Alignment
Employee engagement
Integration
Campaign
Feedback loop
Content
Ambassador
Connection
Storytelling
Reinforcing
Clarity
Coaching
Relevance
Measure
Collaboration
Storytelling
Evaluation
Gauge

7. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
MARKETING CHANNELS
ColdWarm
Info GraphicsBlogging
Linked InFacebook
WhitepapersE-book
WebVideos
ForumTopics
Relevant articles
SOCIAL
ADS
CONTENT
MARKETING
EMAIL
MARKETING

8. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
EMAIL DRIP STRUCTURE (Respondent)
3
1
2
• GOAL: acquire prospect intelligence
• SUBJECT: address prospects pain points, fears & goals
• TONE: positive / negative
• VALUE: content that relates to pain point, fear & goal
• HOOK: access to value content is linked to a question and content preference firewall
• CTA: request prospect answer question
PREFERRED CONTENT
ARTICLE SUMMARY
1 INITIAL EMAIL
• GOAL: conduct in-depth conversation surrounding prospects answer to acquire
intelligence
• SUBJECT: identify the cause, effects, solutions related to question
• TONE: concerned, helpful, empathetic
• VALUE: position company as a external resource that curates relevant content to
make prospects job easier
• GOAL: establish brand trust and valued content consistency
• SUBJECT: article that fits the preference of the prospect
• TONE: helpful
• VALUE: content that relates to pain point, fear & goal
• HOOK: access to value content is linked to a question virtual call calendar demo request
• CTA: request prospect to provide availability and contact information to set-up a call

9. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
EMAIL DRIP STRUCTURE (Non-Respondent)
3
1
2
• GOAL: acquire prospect intelligence
• SUBJECT: address prospects pain points, fears & goals
• TONE: positive / negative
• VALUE: content that relates to pain point, fear & goal
• HOOK: access to value content is linked to a question and content preference firewall
• CTA: request prospect answer question
NEW ARTICLE
ARTICLE SUMMARY
1 INITIAL EMAIL
• GOAL: acquire prospect intelligence
• SUBJECT: address prospects pain points, fears & goals
• TONE: positive / negative
• VALUE: content that relates to pain point, fear & goal
• HOOK: access to value content is linked to a question and content
preference firewall
• CTA: request prospect answer question
• GOAL: acquire prospect intelligence
• SUBJECT: address prospects pain points, fears & goals
• TONE: positive / negative
• VALUE: content that relates to pain point, fear & goal
• HOOK: access to value content is linked to a question and content
preference firewall
• CTA: request prospect answer question

10. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
CONTENT VALUE PROPOSITION
COMPETITIVE CONTENT
Organizatio
nal Benefit
Identify competitors
strengths and
weaknesses
Assess competitors
new products / services
Identify competitors
strengths and
weaknesses
Develop strategies to
outperform competitors
COMPETITIVE CONTENT COMPETITIVE CONTENT
Internal
Communication
Director
Benefits
Identify competitors
strengths and
weaknesses
Spark employee
innovation through
actionable insights
Provide employees with
actionable content
Develop strategies to
outperform competitors
Enhance employee
competitive awareness
Maintain competitive edge
throughout organization
COMPETITIVE CONTENT

11. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
CONTENT VALUE PROPOSITION
COMPETITIVE CONTENT
Organizatio
nal Benefit
Identify competitors
strengths and
weaknesses
Gain in-depth
understanding of industry
trends / news to increase
performance
Incorporate industry
knowledge to day-to-
day activities
Confidently engage in
industry related topics
with clients and staff
INDUSTRY NEWS CONTENT COMPETITIVE CONTENT
Internal
Communication
Director
Benefits
Identify competitors
strengths and
weaknesses
Provide effective
industry resources to
employees
Maintain employee
connection to related
content
Build employee
engagement by providing
relevant content
Strengthen employees
industry knowledge
Increase industry awareness
throughout organization
INDUSTRY NEWS CONTENT

12. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
MARKETING EFFORTS
Identify prospect pain
points, fears and goals
Generate content that
relates to customer pain
points, fears & goals
Test drip email content
Develop strategy to
create additional allies
within prospective
clients
Identify local companies
with sales driven
operations
Segment and create
content for allies and
prospective clients

13. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
PRESENTATION ARC
BRIEF INTRODUCTIION
PAINPOINT Q&A
PRESENTATION
DEMO
Q &A / INTERNAL ALLIES
INTERNAL PRESENTATION
LEAD TIME
• Inform client of share recording
• Introduce service
• Articulate Purpose
• Identify internal pain point
• Identify communication goals
• Identify how pain points
are preventing the achievement of goals
• Orient presentation slides to address pain points
• Articulate how pain points can be relieved
• Articulate how goals can be achieved
• Present to client a use case
scenario that includes their
internal departments, topics and
sources related to their industry
• Provide client a step-by-step demo
on how to search, curate, modify
and distribute content
• Ask client: how would they utilize the platform internally?
• Identify what departments would primarily be the recipients of the content
• Identify additional use cases that client would utilize platform
• Identify the steps that they must take to acquire organizational buy in
• Identify contributing departments and stakeholders
• Introduce communication questioner
• Identify the key decision makers within organization
• Identify key decision makers priorities, goals and focus
• Draft a custom presentation to be distributed to key decision makers
14-DAY TRIAL ONBOARDING SCHEDULING
• Market 14-day trial
• Articulate 14-day trial prerequisites
• Request estimated timeline to conduct 14-day trial

14. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
14-DAY TRIAL ARC
BRIEF INTRODUCTION
PLATFORM UTILIZATION
SAMPLE GROUP
OPERATION
CONTENT
QUESTIONS
EXPECTATIONS / GOALS
• Inform client of share recording
• Introduce service
• Articulate Purpose
• What department has been chosen to conduct the trial
• Why was this particular group chosen
• What is the size of the sample group
• What impact do you wish the trial has on the sample group
• What is the confirmed roll out date
• Who will be in charge of operating
the backend of the platform
• Who will be in charge of providing
content during the trial
• What method is preferred to submit the content: Fwd Email / Native post within platform
• What type of Internal content will be distributed during the trial
• Video / Social Media / News Letter / Email
• External Content: Industry News / Competitor Analysis / Job Skill Enhancement
• What industry sources can you recommend to extract content
• What expectations / goals would the trial have to meet for you to
become a paying user of the platform
• What specific metrics would you like to track
• What employee feedback are you hoping to receive during the trial
1 on 1 TRAINING
• What format of training do prefer: Video / Whitepaper / FAQ Guide
• What date and time is best to conduct onboarding training
• In what way will you utilize the platform during the 14-day trial
• Email Distro / Mobile App / Intranet Widget / External Website

15. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
INDUSTRY ECOSYSTEM
MEDIA / MARKETING MONITORING CONTENT CURATION
SOCIAL INTRANETCRM PLATFORM

16. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
INDUSTRY ECOSYSTEM
SOCIAL INTRANET
ENTERPRISE INTRANET
INTERNAL
CONENT
EXTERNAL
CONTENT
MARKET
POTENTIAL

17. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
MARKET POTENTIAL
SOCIAL INTRANET
ENGAGEMENT
COLLABORATION
COMMUNICATION
PLATFORM UTILITY

18. YOUR COMPANY NAME The COMPA Presentation
COMPA
4 PILLARS OF COMMUNICATION OPERATIO
PLATFORM INTEGRATION OPPOURTUNITY
COMPETITIVE CONTENT
MARKET
MONITORING
SERVICE OFFERING #1 COMPETITIVE CONTENTSERVICE OFFERING # 2
CONTENT
CURATION