2013
MARKETING
PLAN OUTLINE
2013 Horizon Technology Marketing Plan Outline
2013 Horizon Technology Marketing Plan Outline
EXECUTIVE BRIEF Horizon Technology has an aggressive sales & marketing goal which is predicated on shifting their brand perception from electronic parts broker to supply chain strategist & materials planning trusted advisor. Horizon has developed several customizable solutions geared toward resolving critical supply and forecasting issues experienced by our niche customer segment. These solutions have been tested and improved via executing plans with a select group of existing customers. Now, Horizon wants to standardize these offerings and proactively communicate them to the market in - in hopes of replicating the small sample space of success across a broader set of customers. The primary method for developing such a shift is to establish thought leadership that demonstrates Horizon’s more strategic and global perspective of our customer’s business challenges. The tactical execution of this primary goal will be discussed in the following pages, but does include a content development strategy, a direct and indirect communication strategy, a web development strategy, sales & marketing synergy needs, customer segmentation, and more. . .
2013 Horizon Technology Marketing Plan Outline
CONTENT “Traditional marketing talks at people. Content marketing talks with them.” -Doug Kessler
Top of the Funnel content this is void of all sales language, and only communicates Horizon’s POV and thoughts.
Middle of the Funnel content this is where customers become familiar with what and how we bring value.
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White Papers or eBooks Market Intelligence Reports (Commodity Focused - Data Driven Macroeconomic
Team of Content Creators: Collateral pieces will be managed by the Marketing Manager/Coordinator. Based on experience and expertise, AMs will join the Marketing Manager/ Coordinator in compiling an in-depth brief which will outline the aims and objectives of the new collateral plus the assets needed for creation. The Marketing Specialist will then design the collateral.
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Case Studies Video Learning or Demonstration (and other media) InfoGraphics
Bottom of the Funnel contentInventory lists, proactive part match, sales collateral • •
PowerPoints (Company Level not Proposal/Deal Specific) Marketing Emails (Inventory Offers, Special Pricing, etc.)
Steve Gladden - Marketing Manager Focus: Objectives: Specialties
Jessica Webster - Marketing Specialist
Focus: Outbound Marketing Objectives: Dialogue, awareness, brand, collateral lead marketing Specialties: Creative, email, content, CTA
Jonathan Maniery - Marketing Coordinator
Focus: Inbound Marketing Objective: Lead generation, PPC, SEO, tech specs, analysis Specialities: Solutions messaging, segmentation, reporting, link building
2013 Horizon Technology Marketing Plan Outline
Create a collateral calendar:
Create an approval matrix:
2013 Horizon Technology Marketing Plan Outline
WEB DEVELOPMENT
2013 Horizon Technology Marketing Plan Outline
☑ GSD Database communicates with the Web Server so that each part number has its own unique landing page ☑ GSD Database communicates with the Web Server over PHP script so that visitors may search “live inventory.
Total New Cost:
$5K
2013 Horizon Technology Marketing Plan Outline
COMMUNICATION STRATEGY
Email Marketing
It’s important to send emails that are relevant to our contacts. We will segment emails and create lists based on: • Job title • Desired commodity • Business quadrant • Actions taken - ToFu, MoFu, BoFu We then can track delivery, opens, clicks and maintain engagement records for every contact.
Marketing Automation
Through HubSpot, we can easily define triggers that will promp any combination of communication techniques to automatically take place as lead reach vertain stages of the funnel. We can also leverage HubSpot to enrich relationships and turn customers into champtions.
Social Media
Engaging our prospects through Linked!n is a great way to establish authority. . . . maybe even better than industry publications. We will use Linked!n to drive landing page visits and trigger marketing automation campaigns.
Phone Campaigns
Combine relationship building and authority in one call! Our AMs can change the conversation by calling a targeted list of contacts to discuss a topic other than sales and quotes by utilitzing information/ interests we have captured through our landing page forms.
Editorial
Placement in industry pubilcations may expose Horizon to high-level contacts. Editorial includes pay-to-play, press releases, or submitting an interesting article on market intelligence for placement.
Outsource Lead Gen