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THE XYZ

COMPANY
INBOUND
MARKETING
GAMEPLAN

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

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, 30minute Inbound Marketing Assessment with one of our consultants.

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

Having IMPACT Create a GamePlan for you.


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

30 Day Turnaround
Dedicated Account Manager
Access to Project Management System
Initial On-Boarding Call
Weekly Strategy Development Calls
Agendas Before Every Call
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 doesnt 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.

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

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 Companys 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 Customers Buying Process ................................................................................................... 17
What makes customers buy from you for the first time? (Acquisition) ............................................... 18
What keeps customers coming back? (Retention) ............................................................................ 18
Where do your best leads come from? .............................................................................................. 19
Quality Lead Identification Statement ............................................................................................... 19
Definition of MQLs and SQLs .............................................................. 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

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

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 (KPIs) ..................................................................................................... 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

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

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

Grow Sales .......................................................................................... 54


General Overview .............................................................................................................................. 54
An Agencys 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

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

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 Companys 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 doesnt 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 hasnt posted an article in 7
weeks. They have created 35 articles in total.
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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

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 callsto-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 Companys 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.

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

Description of Companys 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 Companys pricing range goes from an annual
revenue value of $75,000 up to $2,000,000.

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

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.

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

Outline of Business Goals


Overview:
XYZ Companys 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.

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

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.
2.
3.
4.
5.
6.
7.
8.
9.
10.

ABC Company (www.abccompany.com)


J&K Company (www.jandkcompany.com)
RST & Co. (www.rstco.com)
Widget Professionals (www.widgetprofs.com)
Datawidgets.com (www.datawidgets.com)
123 Widgets (www.123widgets.net)
Johnson and Anderson (www.johnsonanderson.com)
UPACT Widgets & Consulting, LLC (www.upactwnc.com)
WidSpot.com (www.widspot.com)
GoWidgets.com (www.gowidgets.com)

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

Competitive Analysis
The following is a screenshot from HubSpots Competitors Tool using your free
trial of HubSpot. XYZs 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.

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

SAMPLE REPORT NOTE:


Our reports actually show real data using HubSpots Competitors Tool

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

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

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

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
companys marketing messages.

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

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

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 dont even realize they have the
opportunity to improve their profits and need to be further educated.

Typical Customers 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

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

What makes customers buy from you for the first time?
(Acquisition)
A strong understanding of their need and how XYZ Companys 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 customers 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
Companys marketing to ensure future sales opportunities are not missed.
Currently, XYZ Company does not provide consistent marketing to its current
customers.

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

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.

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IMPACT BRANDING & DESIGN LLC

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

Definition of MQLs and SQLs


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 Companys 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. Its
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 XYZs marketing and website has reached a certain threshold
and / or has requested a consultation with one of XYZ Companys 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.

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IMPACT BRANDING & DESIGN LLC

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.

Initial Analysis

Dening Goals & KPIs

Competitive Analyis

Value Proposition

Quality Lead Identication

Denition of MQLs & SQLs

Buyer Personas

Campaign Development

Strategy to Drive Trafc

Lead Generation Strategy

Strategy to Grow Sales

Analysis & Reporting

Analysis of Your Current


Marketing & Brand.

Stay ahead of the competition.

Better prioritize and segment


leads.

Deliver Optimal Content to


Your Prospects.

Blogging, Social Media, & SEO.

Shorten Your Sales Cycle.

SMART Marketing.

Pass Any Blink Test.

Further Define Your Sales Funnel.

Website Optimization & HubSpot


Implementation.

Improve Your Conversion Rates.

Plan to See Your ROI.

Schedule a free 30-minute assessment with a consultant


to start developing your GamePlan.

Request Assessment

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