Market & Competitor Research

Research

Conduct Primary & Secondary Research which is an input to build the nautilus

1. Primary research consists of interviews with client marketing, sales, product manager and tech individuals, as well as client customers (If possible)
2. Secondary research consists of Desk research around personas, client industry, target industry, competitor analysis, asset mapping, database review, channel analysis

Finding and Insights

Derive insights from the observations made through the research

Campaign Planning

1. Based on the campaign goal, identify the program goals, budget, content based on the personas
2. Define the goals, personas & need, summary of the plan & dependencies/risks
3. Identify the Campaign theme based on the organizational theme and identify the marketing goal, campaign objective, audience & budget

Program Planning

1. Identify the assets by persona mapped to each program
2. Define the KPIs based on the goals

Content Development Plan

1. Build the content based on the recommendations and inputs from the Program Plan and Nautilus

Measurement

1. Review the Program & Campaign performance on a regular basis and map to goals and objectives

Optimization

1. Provide optimization recommendations that may include a Campaign or Program restructure to achieve the set goals and objectives

Segmentation Planning

Audience Segmentation

1. Firmographics, Demographics breakdown & audience classification plan
2. Segmentation planning on system

Communication Strategy

Persona Research & Definition

1. Persona Context, Intent, Value Propostions, Inflection Points by Stage, Narratives, Interaction between Marketing & Sales

Content Mapping

1. Build the nautilus and arrive at persona based content recommendations

Lead Life Cycle Implementation

1. Process Definition (Marketing & Sales)
2. Identification of key Milestones
3. Lead Life-cycle Map of statuses & stages
4. Lead Life-cycle Implementation Plan
5. Development on Automation System

Lead Scoring Implementation

1. Demand Type Identification
2. Selection of Dimensions & Variables (Firmographic, Demographic behavior)
3. Scoring implementation Plan
4. Development in Automation System
5. Testing (QA)

RCA Implementation (Marketo only)

1. Scope & Objectives of Analysis
2. Defining Dimensions & Variables
3. Implementing Filters and report views

Integration with webinar platforms

1. Core integration between MA & webinar platform
2. Selecting Variables for forms
3. Lead tracking plan and UTM parameters
4. Landing page development
5. Testing

Strategic Integration with CRM

1. Identification of Sync fields
2. Creating required custom fields in both MA & CRM
3. Mapping leads and contacts
4. Identifying interesting moments
5. Setting up sales insights

Asset Development in MA

1. Forms Development
2. Building single/multi-tab landing page templates
3. Implementing validation scripts for Forms, Fields
4. Responsive Email Development
5. Core segmentation & List builds
6. Social Channel Integration
7. Implementing Javascript scrolls, Pop-ups in LP

Business Process Review

1. Objectives definition
2. Key Challenge Identification
3. Solution Strategy Build
4. Tech Stack evaluation & recommendation
5. Key processes evaluation & recommendation
6. Digital Maturity evaluation & advancement strategies

Messaging & Content Development Strategies

Key frameworks for

1. Persona development
2. Message development
3. Buyer journey mapping & definitions
4. Response Mechanisms
5. ABM b.Small net fishing c.Event triggered
6. Demand creating strategy

Program Design Planning & Execution

1. Demand creation strategies and nurture program development
2. Measurement parameters benchmark against KPIs
3. Lead definitions, SLA development & agile scoring evaluation

Scaling demand program delivery mechanisms