Integrated Planning

Customer-centric demand generation

Situation

A Fortune 500 technology company wanted to make a shift from product to customer centric marketing to generate sales pipeline and drive engagement with Small Businesses.

The task was to build a consistent and relevant experience for this audience segment by creating an integrated marketing plan that centered around customer needs and telling a product-agnostic story while integrating partners like Microsoft, Google, Dell and HP. 

Solution

Over the course of three months a marketing strategy was created featuring:  

  • Business/marketing goals and associated KPIs created through a facilitated stakeholder workshop 
  • 3rd party and competitive research audit with insight about the audience and an identification of the whitespace to create own-able positioning 
  • Segmentation plan that informed acquisition and nurture strategy
  • Small business personas integrating social, customer and 3rd party data to tell a story
  • Customer journeys that explored emotional and rational behaviors while mapping out the customer experience for each segment
  • Digital ecosystem roadmap that highlighted existing properties, channels, CTAs, and measurement along with a futurestate model
  • Personal circuits mapping the holistic view of the customers' media consumption habits
  • Communications architecture that highlighted the value proposition, messaging themes, and supporting proof points that mapped back to the central strategy
  • Contact and content acquisition and nurture strategy that illustrated the data capture, cadence, and communications strategy by customer journey phase and integrated sales and partner teams,
  • Channel budget allocation map that showcased channels, including social media properties and interactive widgets, against customer journey stages, goals, and metrics to ensure relevant mediums were used to deploy communications
  • UX strategy for a microsite
  • Media Plan with integrated paid, earned, and owned channels

Results

Campaign goals were substantially exceeded. Over 3000 leads were funneled into the nurture program within 2 months of the program launch. 

For the first time the client saw their online presence as an ecosystem vs. 'one-off' campaign.  

 

My role: Lead marketing strategist responsible for the creation the above. Partnered with data analysts to create segmentation modeling and data capture strategy.