OVERVIEW
OPMANTEK | DISCOVERY DIVE - 90 DAY + OVERVIEW V2
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OPMANTEK | 90 DAY + OVERVIEW
90 DAY ACTIVATION
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90 DAY PLANNING (SCENA
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30 DAYS
60 DAYS
Learning Phase - Audits
Contribution Phase -
• Budget Analysis
• New Campaign & Conte
• ROI Assessment
• Introduction of New Syste
• Competitor Footprint Audit
• Budget Adjustments
• Digital Infrastructure Plan
• ROI Refinement (Lead Atti
• Sales Efficiencies - Databox Screens
• Digital Development (Ne
• MQL, SQL Staging - Tracking Plan
• Digital Integrations (New
• Cold/Lost - Rewarming Strategy
• Touch-Point Applications
• Content Delivery & Creation Plans
• Content Ambassadors
• Customer Personas (Refresh)
• Collaborative Channels (S
• Customer Success/Process
• Lead Efficiencies (LiveCha
• Workflow Assessment & Automations
• Customer Success Trackin
• Team Structure (P1)
• Team Training & Optimisa
• Team Capability Assessment (CrossSkill)
• Team Structure (P2)
• Team Workshops (Understanding)
• Digital Systems/Processes
• Digital Governance/Compliance
• Funnel Management Plan
• Efficiencies, Procedures & Policies
• Accessibility (B2B, Langin
OPMANTEK | 90 DAY + OVERVIEW
ARIO 1) 90 DAYS Channels
Leading Phase - Pioneer / Innovate
ent (Repositioning)
• Refinement of Campaign Retargeting Content
ems (Online App)
• Introduction of New Content (Video PTC/TechTalk)
ibution & Scoring)
• Establish Authority in territory- Thought Leadership • Encourage Word-of-Mouth (Evangelists)
ew)
• Ensure optimised satisfaction rating (Metrics)
w - A/B)
• Establish support levels for complains/queries • Ensure all queries are handled speedily (Tickets) • Online Journey Mapping Live (No barriers to entry)
(Slack/BB)
• Integrated Funnel for (Digital Touch-Points)
at/Dialers)
• Partners/Affiliates/Ambassadors
ng (CLV, CAC, KPI’s)
• Consider Owning/Collaborative Events
ation
• Support Training (Skills & Drills) • Consider Impulse Triggers (Seasonality)
s - Refined (P2)
• VAS Structures/Packaging (What Matters Most?)
n *(Resources)
• Retention & Referral Campaign
nd Pages, Resources)
• Digital Land-Grab Strategy *(Shadow Best-in-Show)
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DEFINING THE GROWTH OP
INPUTS As the marketing “Pulse” function, we will continue to leverage a range of 1st, 2nd and 3rd party data sources including venues/events/marketplace customer data and consumer intelligence accessed through available media tools to map to: • • • • • • •
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Business objectives Competitive data Market share data Audience volumetrics Industry benchmarks Purchase intention data Conversations and stakeholder interviews
OPMANTEK | 90 DAY + OVERVIEW
PPORTUNITY
OUTPUTS 1. Estimated SOM growth based on IPA benchmarks and category trends. 2. The audience segments that are critical for growth (prioritised). 3. Personas for each audience segment Who are they, what are their motivations, where do they live and how many of them are there? 4. Volumetrics: What % of this audience do we need to reach/convert to drive the lead targets for venues/events/marketplace? 5. Addressable audiences What addressable segments exist in the media to reach this audience directly with zero wastage?
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UNLOCKING BLOCKERS AN
INPUTS How much attention of the category does venues/events/ marketplace currently have? What are our drivers and barriers? How are our competitors perceived? What media channels influence them in this category? Conducting a deep-dive look at influential media touchpoints in our category, for any given audience, across the customer journey. What trigger based data signals are we exhibiting, and what are the barriers to us winning in these moments?
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OPMANTEK | 90 DAY + OVERVIEW
ND DRIVERS
OUTPUTS An Experience Map that reveals; • • •
Their relationship with the category. Barriers to the category/brand. Media connection insights by segment across the consumer experience.
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GETTING FROM CUSTOMER TO A STRATEGIC PLATFORM INPUTS CONNECTIONS Insights on the channels and moments that are influential in driving behaviour change across the consumer journey. CREATIVE Motivating brand, audience and societal truths that can be leveraged to inform the creative strategy – insights that will help drive brand affinity / sales for venues/events/marketplace.
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OPMANTEK | 90 DAY + OVERVIEW
R INSIGHTS M OUTPUTS Summary of the strategy that will be the springboard for the development of both the Creative Idea and connections ecosystem. An approved strategic platform and creative brief to guide the development of the creative idea that includes: • • • • • • •
The objectives. The audience(s) The strategic opportunity The proposition Priority channels of influence across the experience map Geographical priorities Timing and phasing priorities
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GROWTH CYCLE
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TACTICS BUILT AROUND OUR CUSTOMER! • Operational integration to measure and impact ROI • Lower customer churn and higher revenue growth • Increase in sales/upsellsreferrals • Assess both customer and employee experience • More reviews and testimonials
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TACTICS BUILT AROUND OUR CUSTOMER!
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CURRENT DIVE ROI BASED TARGETING
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G
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CURRENT DIVE TACTICAL LOCATION/EVEN
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NT-BASED ROI
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PROCESSES & ONBOARDIN
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NG
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3 PILLARS OF REVENUE INT
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TELLIGENCE
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ADDING REVENUE INTELLIG
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GENCE FOR ROI
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SALES BASED TRACKIN TACTICAL ROI
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NG
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CRM LEAD-NURTURE TRACKING & OPTIMISATIO
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ON
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MQL/SQL - PIPELINE M BEST-PRACTICE (ATTRIBUTIO
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MANAGEMENT ON)
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TO BE CONTINUED...
OPMANTEK | DISCOVERY DIVE - 90 DAY + OVERVIEW V2