Create a 6-month Marketing Plan for a B2B product or service of your choice (could be an existing product/service sold by a B2B company or a B2B product/service you wish to create/sell yourself).
Create a 6-month Marketing Plan for a B2B product or service of your choice (could be an existing product/service sold by a B2B company or a B2B product/service you wish to create/sell yourself).
Your plan must be well thought-through and include the following elements:
Topline Marketing Goals
Strategy
Target Audiences
Value Proposition
Summary of Acquisition Activities
Monthly Thought Leadership Themes
Content Strategy
Success Metrics
Visual Calendar of Activities
You can use the example linked here as a guide. Submit your work in a slide deck format.
Requirements: Very detailed explanation and answers
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.Marketing 2021 OFFSITE2022 Plan
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.2Overview1.Goals2.Strategy & story3.Success metrics
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.3Topline GoalsPriorityMetric2022Vs 2021Value% Target1Team Sign Ups121456X-100%Direct Paid Customers2433X$1.9M30%
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.4What We’ll Say One Year From NowBrandThe startup community knows OpenCompÕs name. In 10 seconds, even our grandmas understand what we do + why it matters.Thought LeadershipOur podcast is wildly popular with CEOs. Our LinkedIn badge is viral with our target audiences.Public RelationsWSJfeatured OpenComp as a company on a mission to fix pay.OPEN ImperativeTheNY Timescovered the OPEN Imperative, which has 5K members.GrowthWe know why orgs sign up for Team, what behaviors signal conversion readiness, and the ROI that each invested channel dollar generates.Product MktgOur internal training program + GTM launch playbooks are first-class.GeneralOther teams still love working with us. And the feelingÕs mutual.
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.5StrategyAggressively build the bench toÉ1.Tell a single, provable story in non-expert language that deeply leverages customers, experts and influencers.2.Support and nurture our community with Òlistener is heroÓ information and inspiration.3.Hone scalable pull-through mechanisms.
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.6Target Audiences** Subject to change as TAM discussions progress.
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.7Big Bets -AwarenessThought Leadership Story simplificationTrends & insights reportsCEO podcastRebrand + brand videoBranded badges Public & Media RelationsRolling thunder announcementsMonthly micro campaignsThanhÕs monthly Forbes articlesOPEN ImperativeAdvisory boardMember pledge + badgeSeparate websiteEqual Pay Day launchAnnual awards + report
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.8Big Bets -Nurture & ConversionGrowth New website (SEO)CampaignsEventsSocial mediaPaid media/adsProduct MarketingPersona-based journeys & messagingGTM launch playbookInternal training programSales enablementEngagement and upsell campaignsCustomer Advisory Board
9Guiding PrinciplesConfident no’sRun through the ribbonOpine and commit
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.Story
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.Nothing is more crucial to a healthy employment relationship than how an employercompensates its employeesÉAnd few things are more confusing and stressful for high-growth companies and professionals to manage.11
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.12Good business is good for business and for employees.Good business can be measured. Quote, Link, or Source Information Footer
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.13Good business is good for business.Increase offer acceptance.Keep high performers longer.Create a culture of trust.Good business is good for employees.Confidently choose where to work.Thrive in your current role.Work somewhere with DE&I outcomes.Good business can be measured.
14Monthly ThemesPay equalityIncrease offer acceptanceJanFebMarAprMayJunThe power of pay rangesLeading with exec compMastering pay equalityArticulating value to candidates + employeesComp 101: BenchmarkingHow comp changes from Seed to IPOKeep high-performers longerCreate a culture of trustJulAugSeptOctNovDecComp 102: Comp philosophyComp 103: Remote compComp 104: Mastering equityBudget for 2023 like a proBudget distributionComp sins of 2022 & 2023 predictions
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.15Content StrategyFocus on 1 topic that prospects want to learn about and that will inspire customer to convert:Monthly Theme●Forbes article ●1 thought leadership newsletter ●1 webinar + eBook ●2 blogs / week●5x LinkedIn posts / week●1 platform insight **●1 product newsletter ●1 instructional customer guideQuarterly Content ●1 infographic●1 case study●1 product video●1 Customer Experience Survey●1 paid/owned report ●2-3 press releases** Dependent on data analyst hire.KeyPRProduct MktgContent
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.162022 CalendarJanFebMarAprMayJunJulAugSepOctNov DecPay EqualityIncrease Offer AcceptanceKeep High-Performers LongerBuild Culture of TrustPay rangesExec compPay equityIndivid valueBench markSeed to IPO Comp philoRemote compMaster equityBudget for 2023Budget distro2023 PredictMessaging UpdateWebsite LaunchTrends ReportPodcast LaunchBrand VideoPaid Report ÒMeasure IntentionsÓLookback & Predictions ReportUser ConferenceOPEN Media DinnerOPEN AwardsVirtual EventOPEN VideoRebrandBuild the BenchEqual Pay Day CampaignBuild OPEN Board & WebsiteOPEN Paid SurveyTrends ReportVirtual EventVirtual EventVirtual EventVirtual EventVirtual EventCustomer Advisory BoardCustomer Advisory BoardCustomer Advisory Board
© 2021 OpenComp. All rights reserved. Visit opencomp.comfor more info.17Dependencies●Timely cross functional support●Larger TAM with market-appropriate data + product capabilities●Movement beyond Prosumer●Data analyst →platform + market insights/trends●Revenue systems alignment●Aggregator channel partnerships
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