Inbound Marketing GamePlan Sample (1)

THE XYZCOMPANYINBOUNDMARKETING GAMEPLAN

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

Page 2 of 63 IMPACT BRANDING & DESIGN LLC

About the Inbound Marketing GamePlan

Description of this GamePlan

The Inbound Marketing GamePlan is the foundation for your entire marketing campaign. Consider this your roadmap for success. The purpose of this document is to turn your business goals into marketing goals and establish a better understanding of your prospects. It also outlines a complete, 12-month inbound marketing strategy to attract, convert and nurture your prospects.

Sample Inbound Marketing GamePlan

This is a sample Inbound Marketing GamePlan that has been completed for a fictional company we named The XYZ Company, a consultant that helps widget manufacturers. When we work with clients, they can expect IMPACT to create a GamePlan that is very similar to this document customized for their company. This download is only the first 20-pages of a 63-page GamePlan. To see the complete Inbound Marketing GamePlan, schedule your free, 30-minute Inbound Marketing Assessment with one of our consultants.

http://offers.impactbnd.com/free-inbound-marketing-assessment



Having IMPACT Create a GamePlan for you.

Creating an Inbound Marketing GamePlan is the first step in developing a successful inbound marketing campaign, and we’ll be happy to help you get started. Beyond the detailed creation of this document, here is what else you can expect:

o 30 Day Turnaround o Dedicated Account Manager o Access to Project Management System o Initial On-Boarding Call o Weekly Strategy Development Calls o Agendas Before Every Call o Call Recaps After Every Conversation

When developing an Inbound Marketing GamePlan for a client, we require that HubSpot is installed on their website at the time we execute the project. If the client already has a HubSpot account, then we will require access to that account. If the client doesn’t already have HubSpot, we can set up a 30-day free trial while we develop the GamePlan.

Get Started.

To get started, schedule your free, 30-minute Inbound Marketing Assessment with one of our consultants. See Plans & Pricing.


http://www.impactbnd.com/pricing



Contents

Table of Contents

About the Inbound Marketing GamePlan .................................................. 2 Description of this GamePlan .............................................................................................................. 2 Sample Inbound Marketing GamePlan ................................................................................................ 2 Having IMPACT Create a GamePlan for you. ...................................................................................... 3 Get Started. .......................................................................................................................................... 3

Analysis of Current Marketing & Brand .................................................... 7 About the Client ................................................................................................................................... 7 Analysis of Current Marketing & Brand ................................................................................................ 7 Description of Company’s Sales Team ................................................................................................ 9 CRM Analysis ....................................................................................................................................... 9 Description of Pricing Model ............................................................................................................... 9 Value Provided to Audiences ............................................................................................................. 10

Outline of Business Goals ..................................................................... 11

Competitive Analysis ............................................................................ 12 Competitive Advantages & Brand Differentiation ............................................................................. 12 Top 10 Competitors ........................................................................................................................... 12 Competitive Analysis .......................................................................................................................... 13

Definition of Value Proposition ............................................................. 16 Description of the Value Proposition ................................................................................................. 16 Value Proposition ............................................................................................................................... 16

Quality Lead Identification ................................................................... 17 Description of Prospect ...................................................................................................................... 17 Typical Customer’s Buying Process ................................................................................................... 17 What makes customers buy from you for the first time? (Acquisition) ............................................... 18 What keeps customer’s coming back? (Retention) ............................................................................ 18 Where do your best leads come from? .............................................................................................. 19 Quality Lead Identification Statement ............................................................................................... 19

Definition of MQL’s and SQL’s .............................................................. 20 Definition of a Marketing Qualified Lead (MQL) ................................................................................ 20 Factors that make an MQL a Sales Qualified Lead (SQL) .................................................................. 20 What actions indicate that a lead is Sales Ready? ............................................................................. 20

Buyer Personas .................................................................................... 21



Oscar Operations ............................................................................................................................... 21 Sal Seaio ............................................................................................................................................. 21

Keyword Analysis ................................................................................ 22 Initial Keyword Analysis ...................................................................................................................... 22 Initial Stem Keywords ......................................................................................................................... 22 Top 25 Keywords ............................................................................................................................... 22 Long Tail Keyword Ideas .................................................................................................................... 22

Definition of Key Performance Indicators .............................................. 23 Outline of Required Benchmarks: ...................................................................................................... 23 Description of Benchmarks ................................................................................................................ 24 Critical Success Metrics ...................................................................................................................... 24 Key Performance Indicators (KPI’s) ..................................................................................................... 24

Campaign Development Strategy .......................................................... 25 HubSpot Implementation .................................................................................................................. 25 Website Optimization ........................................................................................................................ 26 Video Creation ................................................................................................................................... 27 Blog Development & Migration of Blog Articles ............................................................................... 28 Social Media Profile Creation & Optimization ................................................................................... 28 Initial Visual Content Creation ........................................................................................................... 29 Initial Creation of Premium Content .................................................................................................. 29 Initial Creation of Landing Pages ....................................................................................................... 30 Initial Creation of Calls to Action ....................................................................................................... 33 Initial Import of Contacts / Contact Database Setup ......................................................................... 34 Initial Setup of Marketing Automation ............................................................................................... 35 Initial Setup of Lead Scoring .............................................................................................................. 38 HubSpot & Salesforce Integration ..................................................................................................... 38 Initial Training Required ..................................................................................................................... 39

Driving Traffic Strategy ........................................................................ 40 General Overview .............................................................................................................................. 40 Blogging ............................................................................................................................................ 40 Social Media Marketing ..................................................................................................................... 42 Search Engine Optimization .............................................................................................................. 45 Visual Content Marketing ................................................................................................................... 47

Converting Leads ................................................................................. 49 General Overview .............................................................................................................................. 49 Premium Content ............................................................................................................................... 50 Landing Pages .................................................................................................................................... 52



Call to Actions .................................................................................................................................... 53

Grow Sales .......................................................................................... 54 General Overview .............................................................................................................................. 54 An Agency’s Role in Growing Sales ................................................................................................... 54 Prospect Intelligence ......................................................................................................................... 55 Lead Intelligence ................................................................................................................................ 55 Lead Segmentation ............................................................................................................................ 55 Lead Scoring ...................................................................................................................................... 56 Workflow Management ...................................................................................................................... 56 Email Marketing ................................................................................................................................. 56 Lead Nurturing ................................................................................................................................... 56

Marketing Analysis .............................................................................. 58 Marketing Analysis Overview ............................................................................................................. 58 Ongoing Competitive Analysis .......................................................................................................... 59 Marketing KPI Analysis & Reporting .................................................................................................. 59 Closed-Loop Reporting ...................................................................................................................... 60 Marketing Cost & ROI Reporting ....................................................................................................... 61

Next Steps .......................................................................................... 62 Client and Agency Working Agreement ............................................................................................ 62 General Client Responsibilities .......................................................................................................... 62 General Agency Responsibilities ........................................................................................................ 62 Communication Schedule .................................................................................................................. 62

Get Started ......................................................................................... 63 Contact IMPACT ................................................................................................................................ 63



Analysis of Current Marketing & Brand

About the Client

Established in 2003, XYZ Company specializes in helping B2B widget manufacturers increase revenue, improve profitability, and gain market share. The XYZ Company’s consultants possess years of widget manufacturing experience and utilize proven and innovative programs, evaluation tools and customized training courses to help clients achieve their goals and reach their business objectives. The XYZ Company serves a national market, including Canada.

Analysis of Current Marketing & Brand

XYZ Company has a great product and solution. However, generating leads has never been a priority as the company has been successful generating business by referrals and word of mouth. Strong efforts by direct competitors and aggressive growth goals have increased the need to improve brand awareness, protect market share, and generate more sales qualified leads. XYZ Company has not done much in terms of marketing in the last 24 months. Here are some highlights from our initial analysis of their marketing and brand:

• Website does not generate a lot of traffic. o Website has been built on WordPress using the TwentyEleven

standard theme. It doesn’t have a very clear value proposition, the content is not formatted for readability, and is not mobile ready.

o Website currently has a blog, but XYZ Company only blogs once every two months on average and hasn’t posted an article in 7 weeks. They have created 35 articles in total.



o Social media reach is low with a total of 146 followers across Facebook, Twitter, and LinkedIn. XYZ Company has not set up its YouTube, Google+, Pinterest, and Slideshare profiles yet.

o XYZ Company is only ranking in the top 10 for 3 of their top 25 top keywords. Page Performance scan was below average. Website does not have a lot of inbound links.

o XYZ has never done any visual content creation, such as infographics.

o XYZ Company is not doing any email marketing, although they do have a database that can be used if scrubbed.

• Website is not optimized for lead generation. o XYZ Company has premium content that can be repurposed and

used as offers, although they are not on the site at this point. o Website has only one landing page (contact us page) and no calls-

to-action. • XYZ is not currently using any marketing automation.

o XYZ Company does not know its conversion rates. o Salesforce.com is not integrated into XYZ Company’s marketing

efforts. • Website Analytics are not detailed enough.

o Google Analytics was installed 3 months ago, but was not set up to track leads. The monitoring of traffic over the last 3 months averages about 660 visitors per month, or approximately 8000 visitors per year.

o XYZ Company currently has no metrics in place to track return on investment. XYZ Company cannot trace back any new business from its website, although it is possible that clients are finding them through the Internet.

o There is currently no method in place to close the loop between marketing and sales.



Description of Company’s Sales Team

XYZ Company has 5 sales representatives located across the country. Each sales representative oversees an equal territory. The five territories are:

• Northeast, USA • South East, USA • Central, USA • Southwest & Pacific, USA • Northwest, USA or Canada

Sales representatives report to the sales manager. Sales representatives currently generate their own leads, mostly by word of mouth.

CRM Analysis

Company has implemented Salesforce.com. The initial analysis is that it is not being fully utilized. Most data is being inaccurately reported including opportunities that are inaccurately open that should have been marked closed and contacted leads with no notes. 2 of the 5 sales representatives have not logged in for over a year. It would be impossible to generate accurate sales reports at this point.

Description of Pricing Model

All clients are put on a monthly retainer and pricing is quoted based on each clients unique needs. The average retainer is for 12-months and has an annual revenue of $250,000. XYZ Company’s pricing range goes from an annual revenue value of $75,000 up to $2,000,000.



Average Cost Per Sale $250,000 per year (lifetime value)

Value Provided to Audiences

The senior management of XYZ does an average of 8 speaking engagements per year in which they have created slideshow presentations for each. These slideshow presentations can be modified and repurposed for lead generation. The recorded videos of these sessions can also be used for lead generation. XYZ Company also has a series of training videos that they have recently completed and sell online. These videos can be shortened into samples to also be used for lead generation.



Outline of Business Goals Overview: XYZ Company’s growth goals are aggressive as they are trying to protect their market share and grow their business. Goal #1: Last year, XYZ Company did $2.4 million in sales. Within the next 12 months, XYZ Company would like to increase sales by 45% to $3.5 million. Goal #2: XYZ Company has recently developed a new service to help widget manufacturers optimize their value proposition. This service will average sales of $75,000. XYZ Company would like to sell 7 of these packages, 4 to its existing client base and 3 to new customers. Goal #3: Last year, XYZ spent $240K in marketing. This year, they would like to maintain the same marketing budget, however, would like to increase their marketing spending on inbound marketing in order to lower their cost per lead, improve their marketing ROI, and generate a larger return on the same annual spend.



Competitive Analysis

Competitive Advantages & Brand Differentiation

XYZ Company has a strong competitive advantage as the recognized industry leader. They differentiate from competitors due to their national presence, their proven track record / customer proof and testimonials, their product line to go along with their service offering, and their quick turnaround claim from initiation of services to ROI.

Top 10 Competitors

1. ABC Company (www.abccompany.com) 2. J&K Company (www.jandkcompany.com) 3. RST & Co. (www.rstco.com) 4. Widget Professionals (www.widgetprofs.com) 5. Datawidgets.com (www.datawidgets.com) 6. 123 Widgets (www.123widgets.net) 7. Johnson and Anderson (www.johnsonanderson.com) 8. UPACT Widgets & Consulting, LLC (www.upactwnc.com) 9. WidSpot.com (www.widspot.com)

10. GoWidgets.com (www.gowidgets.com)



Competitive Analysis

The following is a screenshot from HubSpot’s Competitors Tool using your free trial of HubSpot. XYZ’s marketing grade is a 76, mostly for the reasons listed in the Analysis of Current Marketing and Brand section of this GamePlan. This grade should be over 90 in order to develop a strong advantage over competitors. Results:

• XYZ Company also only has 45 indexed pages. The more indexed pages that a company has equates to more opportunities to be found through search engines.

• XYZ Company only has 46 linking domains. The more quality domains linking to your website shows the search engines a higher level of importance and trust, therefore helping you improve your overall search ranking.

• XYZ Company has a very small social media following. Currently, there are 94 Facebook fans and 20 Twitter followers.



SAMPLE REPORT NOTE: Our reports actually show real data using HubSpot’s Competitors Tool



3 Strongest Competitors

1. ABC Company (www.abccompany.com) a. Marketing Grade: 83 b. Indexed Pages: 121 c. Linking Domains: 22

2. J&K Company (www.jandkcompany.com)

a. Marketing Grade: 86 b. Facebook Fans: 583 c. Linking Domains: 121

3. RST & Co. (www.rstco.com)

a. Marketing Grade: 74 b. Indexed Pages: 106 c. Twitter Followers: 1298



Definition of Value Proposition

Description of the Value Proposition

The purpose of a well defined value proposition is to help you get straight to the point of why your visitors should do business with you, and should be carried throughout all of your marketing. XYZ Company currently does have a clearly defined value proposition on its website. It is recommended that the following value proposition be used on the XYZ Company homepage and be integrated throughout the rest of the company’s marketing messages.

Value Proposition

The XYZ Company can transform your widget manufacturing process and increase your revenues by up to 200% within 12-months.



Quality Lead Identification

Description of Prospect

The ideal prospect is a widget manufacturer located in the United States with over 200 employees and sales of over $15 million annually. We estimate that this market includes approximately 45,000 widget manufacturers. The typical buyer of our services is a Sr. Level or C-Level manager of operations. In small companies, it may be common to work directly with the CEO. A good prospect is seeking a consulting company to help improve their overall widget manufacturing sales, although, many don’t even realize they have the opportunity to improve their profits and need to be further educated.

Typical Customer’s Buying Process

A typical buying process with XYZ Company would include: • Identification of a problem • Research of internal problem solution, typically online • Recognition of need for external help • Decision to seek external help, research of external solution providers • Identification of resources and identification of budget, approval • Select an external solution provider • Execute agreement



What makes customers buy from you for the first time? (Acquisition)

A strong understanding of their need and how XYZ Company’s solutions solve their need and provide them with a return on their investment. Other factors include trust and confidence with the brand, process, and sales representative. New customers often weigh case studies and testimonials from previous clients with high importance in their decision making process.

What keeps customer’s coming back? (Retention)

1. When customers have a positive experience and see a substantial return on their investment, they often come back to have XYZ Company provide consultation services on other product lines and services.

2. XYZ Company also provides on-going training and support on a retainer basis after an initial 12-month agreement. 80% of customers will proceed with an on-going training and support agreement.

3. Successful clients will also hire XYZ Company to do a complete analysis on product lines every 5 years to ensure their product lines are as profitable as possible.

It is important that previous clients are consistently engaged with XYZ Company’s marketing to ensure future sales opportunities are not missed. Currently, XYZ Company does not provide consistent marketing to its current customers.



Where do your best leads come from?

Currently, XYZ Company gets the best leads from referrals from previous customers. Industry networking groups are currently the second best source for leads. XYZ Company has generated 2 customers from their website in the last 3 years, but they can not track the initial source of these customers.

Quality Lead Identification Statement

A quality lead for XYZ Company is a CEO or C-Level Operations manager that does at least $250,000 in annual sales, has a staff of 50-500 employees, is a manufacturer of widgets, and located in the United States or Canada.



Definition of MQL’s and SQL’s

Definition of a Marketing Qualified Lead (MQL)

A marketing qualified lead is anyone who has come to your website and filled out a form to download an offer that has either directly or indirectly identified that they have a need for XYZ Company’s services, but is not sales ready. A marketing qualified lead would also fit the description of the quality lead identification statement. These leads are not considered sales ready. It’s necessary to use lead nurturing to move these leads down the sales funnel. An example of an MQL would be a lead that downloaded an ebook to help them solve their problem of an inefficient widget manufacturing process.

Factors that make an MQL a Sales Qualified Lead (SQL)

A marketing qualified lead can become a sales qualified lead when their level of engagement with XYZ’s marketing and website has reached a certain threshold and / or has requested a consultation with one of XYZ Company’s sales representatives.

What actions indicate that a lead is Sales Ready?

Has requested a consultation with a sales representative or has accepted a consultation when a sales representative warm-called them.

Quality Lead IdentificationBetter prioritize and segment leads.

Competitive AnalyisStay ahead of the competition.

Initial AnalysisAnalysis of Your Current Marketing & Brand.

Buyer PersonasDeliver Optimal Content toYour Prospects.

Strategy to Drive TrafficBlogging, Social Media, & SEO.

Strategy to Grow SalesShorten Your Sales Cycle.

Definition of MQL’s & SQL’sFurther Define Your Sales Funnel.

Value PropositionPass Any Blink Test.

Defining Goals & KPI’sSMART Marketing.

Campaign DevelopmentWebsite Optimization & HubSpot Implementation.

Lead Generation StrategyImprove Your Conversion Rates.

Analysis & ReportingPlan to See Your ROI.

Included in Your GamePlan:A detailed marketing analysis and 12-month strategy.The Inbound Marketing GamePlan will identify critical benchmarks for success and layout 12-months of inbound marketing activities to be completed in order achieve your marketing goals.

Schedule a free 30-minute assessment with a consultant to start developing your GamePlan.

Request Assessment


Documents

Inbound Marketing GamePlan Sample (1)