Creating a Marketing Plan

For your Technology and Software Company

Fundamentals
Six
1.
2. 3. 4.

components to your marketing plan

Acquisition Activation Usage Retention Market Development Market Insight

5.
6.

Each defined against measurable goals and objectives

Tactics vs. Strategy

Strategy:

Tells you where you want to go Tactics: Tells you what you need to do to get there Integrate both into your plan

Strategic and Tactical Examples

The following pages outline some potential strategies and tactics to inspire your marketing plan

Key Marketing Opportunities

Define, develop, execute marketing strategies for your key products and service deliverables, e.g.,

Advisory Services Product Engineering Services Application Lifecycle Management Quality Assurance Services Back Office Optimization Legacy Modernization Enterprise Mobility Cloud Services Engineering Design

Client Retention Planning

Proactively

e.g.,

Retain Current Customers,

Post-sale VIP engagement VIP networking events

Learning

and networking re-orgs, new staff

Life event management

Management

Customer Advisory Panels Cross-selling initiatives

Create a Values Mantra

Create Brand Standards

Includes, but much more than logos and fonts

An expectation on how you present yourself to:

Clients, prospects, competitors, suppliers, team members, community

Standards for all communications materials

Utilize HQ and regional-base resources to tailor branding to local markets, languages, cultures

Business cards, stationary, envelopes, signage Websites Trade shows Telemarketing scripts Collateral, brochures, signage, etc.

Invigorate On-Line Presence

Re-engineer

architecture of websites to support brand and communications strategy

Company.com (core website) Other supporting websites

Utilize

highly qualified resources for design and technical support Mobile-optimized where ever possible

Simplified Website Architecture

Home Page

Services

Industries

Careers

Case Studies

Management Team

Contact Us

Product A

Product B

Product C

Openings

On-Line Strategy

Defining the endgame

Brand message

Websites Social Media Advertising Email Newsletters Lead generation SEO Content

Build a Case Study/White Paper Library

Build awareness of your Company and executive/leadership teams as thought leaders

Engage Clients, Team Leaders and Account Managers to create library Present papers at relevant trade shows, conferences, seminars Use content for websites, advertising, brochures, etc. to build street cred and support sales efforts
Build case studies for each client Prepare white papers professionally

Collateral

Case Study portfolios Trade show handouts/brochur es Videos for websites, tradeshows, etc. Email, direct mail Sales support

Event Opportunities

Utilize events and trade shows to build brand and sales

Strategic assessment

VIP events Speaking opportunities

Build personal relationships Retain current clients Develop media contacts Raise awareness and stature

Exhibit & space management

Searches and selection Services negotiation

Collateral/sales support

Sales plan development

Exhibitor/attendee marketing Event budget management Lead follow-up/reporting Future recommendations

Media & Public Relations

Build

awareness and enhance reputation of your firm and key management Attain share of voice in media Present papers at relevant trade shows, conferences, seminars

Consider retaining highly qualified P.R. firm If you are international, select locally-based division of an international P.R. firm to build media presence in key worldwide markets

Media & Public Relations Strategy

Executive skills development Story and message development Media contact development and management Crisis management readiness

Social Media Management

Utilize social media to engage team, prospects, customers, candidates, community

LinkedIn Public Speaking, Networking, Viral Marketing Special Events/Community YouTube videos Blogs Google + Pinterest Twitter Etc.

Just the Start

A

good marketing plan is a living document

Evolves based on new knowledge, experiences, competition, technology, internal and external forces