This is version 5.0 of our B2B content, website, lead generation planning methodology.
Brainrider's content, website, and lead generation planning workshop template.
Used as part of a moderated session with customer facing team members, marketing team members, and key decision makers.
Executing the workshop includes several framework, brainstorm, and input methodologies designed to extract key strategic, market and customer insight used to develop a better B2B marketing plan.
Please visit http://www.brainrider.com/b2b-marketing-plan-and-strategy/ for more information
2. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Agenda: what are we doing today?
• Overview and warm-up
• Marketing strategy
– What are your objectives?
– What business are you really in?
– Who is your target audience?
• BREAK
• Putting strategy into action
– Content: what your customer
wants to know
– Website: attracting and engaging
qualified visitors
– Programs: acquiring, nurturing,
and qualifying leads
• Next steps
2
Using your knowledge of your customers to build
better marketing.
3. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
When making a deliberated purchase…
What information do you look
for and where?
3
6. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Prioritizing your objectives
6
Attracting &
Acquiring
Prospects
Sales Readiness
Qualification
Nurturing
7. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Who is your audience?
• Who are you talking to?
• Are there specific groups or segments?
• How are your audiences prioritized?
Deep dive…
• Describe your 3 best customers.
• Who is your perfect customer?
• Who are the buyers, influencers, stakeholders?
• Why do they buy from you? Why don’t they?
• Who else do they consider buying from?
7
8. Applying the strategy to your content
What do your prospects and customers want to know?
9. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Customers look for what they want to know
9
… not what you want to tell them
10. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
What do customers want to know?
10
If your
customer
is asking:
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
They
want:
Education
& Thought
Leadership
Solutions &
Product Suitability
Credentials &
Decision Support
What to
share
with
them:
• Trends
• Benchmarks
• Analyst coverage
• 101 Education
• How to guides
• How other people
are solving this?
• What is the solution &
how does it work?
• Solution comparisons
• Pitfall analysis
• Readiness & suitability
assessments
• How do I choose a
vendor?
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• How to buy
• Working with us
11. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
11
Content: what does your customer want to know?
• What needs & pains do you
deal with?
• What problems or concerns
do they have?
• What do they ask for?
• What do they search for? HINT: It’s not always a pitch.
16. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Prioritizing website features for templates
• Site-wide features
• Navigation (primary, secondary, bottom, footer)
• Breadcrumbs
• Social media links
• Primary sales readiness calls-to-action
• Search
• Section/page specific features
• Homepage content carousel
• Homepage client showcase (logos)
• Featured content
• Custom sidebars (tiered opt-in, related content links, sales
readiness offers)
• Media viewers/players
17. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
CMS template page types
Each page on sitemap will be built using CMS template into
which we will add page content:
• Homepage
• Subpage (with sidebar, no sidebar, 1 column, 2 column)
• Resource centre (main page, category page, post page)
• Blog (main page, category page, post page)
• Landing page
• Search results
• 404
• Sitemap
19. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Marketing programs: current & gaps
19
NURTURE
PROSPECTS
QUALIFY
SALES READINESS
ATTRACT & ACQUIRE
PROSPECTS
Inbound
Blogging
SEO
Content syndication
Resource publishing
Gated content
Progressive forms
Tiered opt-in
Social
Social publishing
Social listening
Paid
PPC
E-Blasts
Content sponsorship
Events
Other
Nurturing cold
prospects
Monthly newsletter
Recent visit follow-up
Nurturing active
prospects
Auto-responders
Thank-you content
Other
Contact us
Sales Readiness Offers
Pricing
Gated free trial
Video demos
Quote
Needs assessment
Free consultation
ROI tool
RFP/RFQ Guide
Events
Product webinars
PROSPECTS MQL/SALVISITORS
ACTIVE
PROSPECTS
20. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Review
• Marketing strategy
• The business you are really in…
• Your prioritized objectives…
• Your target audience…
• Putting the strategy into action
• Content priorities
• Website priorities
• Programs priorities
20
21. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Output: website marketing plan
• Value proposition
• Objectives
• Prioritized target audiences
• Key customer needs that Phoenix NAP
solves
• Site architecture
• Page styling, templates and wireframes
• Site design
• Technical requirements
• Server setup and installation
• Hosting, backup and maintenance
22. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
Next steps
• Brainrider analysis Aug 22 – 30
• Discussion draft marketing plan Sep 4
• Revisions to marketing plan Sep 6 – 12
• Finalized marketing plan Sep 12
• Execution Start w/o Sep 16
22
Notes de l'éditeur
How much time to spend here?
It is all about your customer. Its about being findable, relevant, and using the value of what you know to connect with and convert them.No matter what business stage potential customers are at (i.e. aquire customers, build loyalty, or service customers), they will still be looking for content in different decision stages.