Sales & Marketing

Sales & MarketingGenerating & Maintaining Demand

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SituationAudit the current Business Status. Includes Sales Channels, Deal Reviews, Market Share, Competitors, Goals, Plans, Challenges, Timeline

ObjectivesIncreased Volumes of Refererrals, Leads & Enquiries. Reduced Churn and Improved CPA. Visibility on Conversions and Total Cost to Market.

StrategyDefine the inbound Plan - Prepare Battlecards against Competitors. Define Value Propositions Create Content Library of Graphics, Videos, Downloads, Calculators etc

TacticsRelease Content Assets via Lead-capture techniques in agreed channels from Social media to Email.

ActionsCreate and share Project Plan in Gannt Format and agree Tasks, Times and Checkin dates

Control - KPI’sBuild Marketing Dashboard and Report on Outcomes

Executive SummaryNo. of phases, starting with audit. Define and agree optimal networks/channels. Plan lead-gen tactics and inbound content before promoting, measuring and optimising throughout phase 3.

Phase 1 (Strategic Objectives): Audit Channels / Report• Value Propositions / Needs• On- & Off- line Channels / Social Networks / Ad Networks • Sales Workflow - Awareness, Consideration, Decision

Phase 2 (Tactical Plan): Branding & Inbound Launch Ready Plan• Build News resource / Content Plan• League-table Competitor Calculation resource• Campaign Monitor workflow / drip campaign• Advocate Survey (with results) • PR Objectives / messaging / schedule• Google Display and PPC / Ad campaign landing pages with

data capture triggers• Design and setup Social Channels

Phase 3 (Operational): Campaigns / Reporting & Optimisation• Measure & Report performance• Paid Campaigns: Bid-adjustment, • SEO recommendations and implmentation • Social Media boost recommendations• PR and Advertorial review, Recommendations

Establish BudgetSituationGoalsPlansChallengesTimelineConsequences

PersonasC-Suite (role)Industry RegionPains / Gains

Product TypeServiceProductCombination- B2B- B2C

Approach

Audience BuilderGather:Deal ReviewsCRM List(s)Data List(s)

Channel BuilderBuild Channel List(s)LinkedinQuoraAd-NetworksTrade Press (direct)ForumsCRM SegmentsEmail Cold ListFacebookTwitter

Offer / Value Report / ChecklistValue statements - Pain / Gain

Setup WorkflowsKeyword VolumeKey MessagesLanding Page CopyWorkflow Email CopyChatbot ScriptsMeeting Scheduler

Connect CampaignsGoogle RetargettingLinkedin Profile ViewsLinkedin MessagesCold Email sendsCRM Email SendsPPC CampaignsQuora RetargettingQuora Expert AnswersFacebook retargettingLinkedin GroupsFacebook Groups

Hubspot ConfigurationChatbot(s)Meeting SchedulerCall to ActionsEmail Workflow / TriggersDealsConfigure Dashboard

Bespoke ConfigurationsCRM IntegrationWorpress Plugin(s)Hotjar

Research Planning Implementation Software Automation

Establish FrequencyDaily, Weekly or Monthly

Sales Reporting:Companies VisitedPeople Profiles / RolesPages Visited / TimeAttribution / ReferralLead Scoring

Marketing Reporting:Keyword PeformanceSocial EngagementAd PerformanceCompetitor Ranking

Consultancy Reports

Building the Funnel

1. Linkedin articles / Ads

2. Google Display Ad network

3. Press Ads / PR / Advertorials

4. Pay per click Google Ads

5. Advocates / Emails

6. SEO

Onboarding

Example Campaigns / ChannelsMeasure KPIs

1. Retargeting (Sequential ads)

2. Email content workflow

3. Chatbot sequence

4. Calls

5. Social media

6. Offer / Invite

Email / Call / Ad Sequences

Example Drip-marketing steps

1. Sign NDA, gather content offer

2. Deliver face to face demo

3. Time limited, One-time offer

4. Sign Contracts

5. Incentivise Ratings and Reviews

6. Follow-up case study /survey request

Onboarding

EmailFace to Face Sign contracts

Copyright Usable Media Ltd 2018

Marketing Qualified Lead (MQL)

Sales Qualified Lead (SQL)

Social / PaidAdvertising

Ad Impressions

Click Through’s

Likes, Shares, Reach

Sentiment / Ratings

Visitor Volume

Subscribes

Open rates/clicks

Email enquiry

Calls

Visitor Volumes

Goals / Conversions

CPA

Measure attribution

Positive Conversions

Failed Conversions

Value Prop 2

Value Prop 3

Awareness/Top of the Funnel: Promote Lead Magnets

Consideration: Drip content

Value Prop 1

Survey News SiteCalculator/League Table

*Subject to audit

Measure KPIs

Offer 1 Offer 2 Offer 3

Create Lead Magnets

Animation Battlecard Infographic Case Study

Buyer / Journey Phase Buyer / Journey Phase Buyer / Journey Phase Buyer / Journey Phase

Audit competition Audit competition Audit competition Audit competition

Key Messages Key Messages Key Messages Key Messages

Copywriting Copywriting Copywriting Interview(s)

Storyboard / Scripts List FABs Wireframe Template

Design & Voiceovers / Music Create in HTML Design PDF and HTML Versions

Channels / Formats Channels / Formats Channels / Formats Channels / Formats

Create Landing page Create Landing page Add to Website Add to Website

Create Landing page Create Landing page Create Landing page

£3,400 - £7,800 £1,680 - £2,400 £2,480 - £4,650 £660 - £990

Comparison Lead Magnet production & costs

‘Inbound-ready’

Create Article / Story Social Paid SEO

Buyer Journey Phase Pick Channels Pick Channels (YT, FB, Li etc) Article Optimisation

Audit competition Create best-practice post(s) Define keywords On-site Optimisation

Define Persona(s) Schedule optimal times Create Campaign(s) Off-site Optimisation

Key Messages Measure engagement Keyword Targetting Link Building

Interview(s) Reporting Set Budget Reporting

Template Bid Adjustments

Add to Blog Reporting

Link CTA to CRM

Connect Sales Workflow

Reporting / KPIs

£660 - £990 £330 - £2,460 £660 - £4,700 £330 - £7,800

Creating funnels within the website - starting with Content

Results

“The Usable Media team worked across our business to understand what we do and our strategy for break-out growth. They helped us to craft and execute a complete marketing program to move us from practically zero

marketing to modern, integrated multi-channel marketing. Their work has been key to our ability to tackle new markets and accelerate growth.”

Bob AndersonCEO, Protean Software

key to our ability to tackle new markets and accelerate growth.

★★★★★

Results

“On a practical level they grasp the issues quickly and what they come up with isn't 'airy fairy' - it's real and meets the business objectives.

There's that rare mix of pure creativity, business acumen and detailed analysis in the team. It's a potent combination.”

Patrick KerCEO, FFX Tools

★★★★★

“Combination of business accumen and detailed analysis.

Paul StratfordPartner

Pete LockPartner

Creative Director Google Squared Alumni Hubspot Partner

Marketing AnalystPerformance Marketing expertHubspot Partner

19-21 Hatton GardenLondon EC1N 8BA

www.usablemedia.co.uk

03300 974493

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