Here are some simple ideas to help you build your marketing plan

1. Creating a
Marketing Plan
For your Technology and
Software Company

2. Fundamentals
 Six components to your marketing plan
1. Acquisition
2. Activation
3. Usage
4. Retention
5. Market Development
6. Market Insight
 Each defined against measurable goals
and objectives

3. Tactics vs. Strategy
 Strategy: Tells you
where you want to
go
 Tactics: Tells you
what you need to
do to get there
 Integrate both into
your plan

4. Strategic and Tactical
Examples
The following pages outline some potential
strategies and tactics to inspire your marketing plan

5. Key Marketing Opportunities
 Define, develop, execute marketing strategies for
your key products and service deliverables, e.g.,
 Advisory Services
 Product Engineering Services
 Application Lifecycle Management
 Quality Assurance Services
 Back Office Optimization
 Legacy Modernization
 Enterprise Mobility
 Cloud Services
 Engineering Design

6. Client Retention Planning
 Proactively Retain Current Customers,
e.g.,
 Post-sale VIP engagement
 VIP networking events
 Learning and networking
 “Life event” management
 Management re-orgs, new staff
 Customer Advisory Panels
 Cross-selling initiatives

7. Create a Values Mantra

8. Create Brand Standards
 Includes, but much more than logos and fonts
 An expectation on how you present yourself to:
 Clients, prospects, competitors, suppliers, team
members, community
 Standards for all communications materials
 Business cards, stationary, envelopes, signage
 Websites
 Trade shows
 Telemarketing scripts
 Collateral, brochures, signage, etc.
 Utilize HQ and regional-base resources to tailor
branding to local markets, languages, cultures

9. Invigorate On-Line Presence
 Re-engineer architecture of websites to
support brand and communications
strategy
 “Company.com” (core website)
 Other “supporting” websites
 Utilize
highly qualified resources for design
and technical support
 Mobile-optimized where ever possible

10. Simplified Website
Architecture
Home Page
Management
Services Industries Careers Case Studies Contact Us
Team
Product A Product B Product C Openings

11. On-Line Strategy
 Defining the end-
game
 Websites
 Social Media
 Advertising
 Email
 Newsletters
 Lead generation
 SEO
 Brand message
 Content

12. Build a Case Study/White
Paper Library
 Build awareness of your Company and
executive/leadership teams as thought
leaders
 Engage Clients, Team Leaders and Account
Managers to create library
 Build case studies for each client
 Prepare white papers professionally
 Present papers at relevant trade shows,
conferences, seminars
 Use content for websites, advertising, brochures,
etc. to build “street cred” and support sales
efforts

13. Collateral
 Case Study
portfolios
 Trade show
handouts/brochur
es
 Videos for
websites,
tradeshows, etc.
 Email, direct mail
 Sales support

14. Event Opportunities
 Utilize events and trade  Strategic assessment
shows to build brand  Searches and selection
and sales  Services negotiation
 Build personal  Exhibit & space
management
relationships  Sales plan development
 Retain current clients  Collateral/sales support
 Develop media  Exhibitor/attendee
contacts marketing
 Raise awareness and  Event budget
management
stature  Lead follow-up/reporting
 VIP events  Future recommendations
 Speaking opportunities

15. Media & Public Relations
 Buildawareness and enhance reputation
of your firm and key management
 Attain “share of voice” in media
 Present papers at relevant trade shows,
conferences, seminars
 Consider retaining highly qualified P.R. firm
 If you are international, select locally-based
division of an international P.R. firm to build
media presence in key worldwide markets

16. Media & Public Relations
Strategy
 Executive skills
development
 Story and message
development
 Media contact
development and
management
 Crisis
management
readiness

17. Social Media Management
 Utilize social media to engage team,
prospects, customers, candidates, community
 LinkedIn
 Public Speaking, Networking, Viral Marketing
 Special Events/Community
 YouTube videos
 Blogs
 Google +
 Pinterest
 Twitter
 Etc.

18. Just the Start
A good marketing
plan is a “living”
document
 Evolves based on
new knowledge,
experiences,
competition,
technology,
internal and
external forces