1. B2B Marketing Planning Workshop

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

4. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
We’re in the _________________ business.
4

5. Introduction Objectives
Business
You Are In
Audiences
Web
Content
Programs
Next
Steps
What are your objectives?
5

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.

12. Break…
12
5 minutes

13. Applying the strategy to your website
Attracting and engaging qualified visitors

14. 14

15. Direct competitor website references
Exploring design and functionality

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

18. Applying the strategy to your programs
Acquiring, nurturing, and qualifying leads

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