Please Note

• Remember, this is a comprehensive outline meant to demonstrate my thinking and approach.
• The strategy I ultimatelty develop for you will meet the specific goals and objectives we align on.

The 3 Core Pillars

1. Plan ahead but stay nimble
2. Champion customers and put them front and center
3. Learn, Act, Optimize, Repeat

Plan

Engage the SOSTAC method

1. Situation – where are we now?
   • Customer insights (potential, existing, former)
     • Competitor analysis
     • Audit internal capabilities and resources
2. Objectives – where do we want to be?
3. Strategy – how do we get there?
4. Tactics – how exactly do wEe get there?
5. Action – what is our plan?
6. Control – did we get there?

Align Each Stage of the Funnel with the Buyer's Journey

Attract/Acquire
(Buyer stage: EXPLORATION)

1. Strategy: Draw people in
2. Tactics:
   • Plan and execute awareness and conversion campaigns
   • Seasonality
   • Customer segments
   • Thought leadership (gated and non-gated content)
3. SEO
   • Go for quick wins and implement low-hanging fruit SEO tactics
   • Clear out expired links and other link rot
4. Establish link authority (i.e. "Pour on the Googlejuice!")
   • Blog blog blog
   • Video (testimonials, how-to's, etc.)
   • Stories/use cases front and center
   • Experts Network content
5. Events
   • Online: education webinars, CEO's vlog, AMAs, developer chats
   • Offline: networking dinners, meetups, conferences, trade shows
   • Execute targeted digital ad campaigns
     • Search
       • Social (Blogger networks, FB, LI)
       • Video (YouTube, FB, LI)
       • Retargeting site visitors
6. KPIs
   • Unique visitors
   • Cost per visit
   • ROAS

Educate 
(Buyer stage: DECISION MAKING)

1. Strategy:

   • ​​​​​​​Lead prospects down clear customer journeys using content as the river/flow.
2. Tactics: 
   • Website-based Content Marketing Hub (Resources, Blog, Testimonials, Shareables)
   • Develop content calendar to emphasize key themes, establish thought leadership, and drive further down the funnel
   • Blog
   • Social Media
   • eBooks
   • Whitepapers
   • Infographics
   • Checklists
   • Q&As with SMEs
3. Use content as the honeypot for landing pages (based on search trends and keywords)
4. KPIs
   • Total leads / MQLs / Lead conversion rate
   • Time on site
   • Bounce rate
   • Engagement measures (shares, comments, likes)

Convert
(Buyer stage: PURCHASE)

1.  Strategy: Ensure smooth handoff to Sales

2. Tactics: 

   • Look for ways to optimize the Demo

   • Ensure CRM workflow is optimal

   • Work with Sales on Social Selling training

   • Use LinkedIn Navigator to its fullest potential

3. Email

   • Prospect email newsletter (gated content list, webinar attendees, etc.)

   • Segmented by customer category

   • Appearances at events

   • Special offers

   • Retention email drip campaigns

     • 7, 14, 30-day messages:

     • Celebrate and highlight current customer success stories

     • Power tips and tricks

     • "Getting started"

     • "If you need help"

     • "How can we help you?"

4. KPIs

   • Sales

   •  Revenue/Profit

   • Average Order Value

Engage After the Sale
(Buyer stage: **ADVOCACY**)

1.  Opportunity: Build a "perpetual motion machine" of Word of Mouth

2. Strategy: 5 T's of Word of Mouth

   1. Talkers

      • Ask yourself: who is most likely to *talk* about us?

      • Find our tribe

        • Attorneys

        • Corporate Counsel

          HR Professionals

        • Salespeople

      • Give the tribe an identity

        • Advisory Panel (i.e. ElevenMoms, Friskateers, DisneyMoms)]

        • Encourage and inspire stories

        • Function as modern-day "SIGs"

        • Monthly get-together (remote and in-person)

   2. Topics

      • Learn what they are talking about

      • What are their pain points?

      • What do they love?

   3. Tools

      • Develop content that resolves pain points

      • Develop content that celebrates the love

      • Use surveys to ask questions, develop PR content, determine satisfaction

      • Build "Advocacy Hub" with shareable stories, logos, badges, videos, etc.

      • Easy-to-share "recipes" (how-to's, integrations, etc.)

      • Develop easy-to-share stories (real-world usage, PR content based on survey data, etc.)

      • Let them be the hero (free-to-share-once coupon code)

   4. Taking Part

      • Smart Social listening ("We hear you!")

      • Every unsolicited mention gets a thank you

      • Champion and celebrate customers

        • Use CRM effectively (celebrate birthdays, renewals, etc.)

          • Think Dunkin Donuts Customer of the Week

          • "Surprise and Delight"

            • Handwritten thank yous

            • Care packages

            • Fun events that celebrate and highlight a customer segment

            • Free coffee sent to tax attorneys the week of Tax Day

            • Develop SME Network to fuel more Content (bloggers, legal experts, etc.)

              • Podcasts

              • Guest blog posts

              • eBooks

   5. Tracking

      • KPIs

        • Repeat business (Lifetime value)

        • Campaign referral traffic (every URL gets UTM-coded)

        • Satisfaction/Loyalty scores (surveys)

        • # of customers surprised and delighted

        • # of referrals

   6. Implement other marketing catalysts

      • Customer Service

        • Customer service = marketing = customer service

        • Must be second-to-none and world-class

        • Same-day responsiveness

        • PR

          • Develop relationships with key trade and mainstream press

        • Partnerships

          • Form select partnerships

            • Select developers

            • Select bloggers and SMEs

            • Select media publishers

            • Select institutions (universities, legal trade associations, SHRM)

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