The Go to Market Plan Objectives Strategy Tactics Actions and Controls

ObjectivesSupport, co-ordinate, initiate disruptive marketing for the business to achieve breakeven .

Strategy in detail The plan is to

move the website, email programme and social media activity from exclusive to inclusive.

Tactics Video Customer Case Studies Corporate e-newsletter 12 weekly Product Focus e-update 12 weekly Sales email campaign 12 weekly** Email communications are staggered so that internally we can focus and manage to ensure they are engaging and so that recipients are not over communicated to.

Product Support Marketing New support material for all products. Simple clear How to Videos for all

products -to be used extensively on website, YouTube, socially and in support.

3-4 Significant Sponsorship/Speaker/ Networking Opportunities

PPC Focus on key fields and get rid of non

performing keywords . We are going to target our savvy

competitors advertising on their brand. On a local scale we are going to test ad

copy and promote new offers through specific landing pages. Q1

On a global scale we will be using ad pages to test our potential in the US and Europe. Q2/3

SEO Our site will be at the centre of our SEO

strategy. Activity will include pages, keywords, keyword groups, backlinks and social integration.

The CMS will allow for live and continuous content publication.

We will use success and value metrics.

PR Monthly New Client Stories- Videos and

Editorial Targeted releases to Insurance and Independent Financial Advisor

2 Thought Leadership Polls Newsletter Events and Awards Linked to lead generation

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Smart Customer Touchpoints

SIGN UP

News and Event Jumping!

We don’t have to be there to engage!

Action and ControlOn all marketing activity use KPI’s to monitor, assess and surge forward.

• Acquisition (SEO/Social/PR/Campaigns/Biz Dev/Direct)

• Activation (Portal/landing page/ authentication)

• Referral (Affiliates/Viral loops/emails/webpages/links )

• Retention (Blogs/News feeds/Social/emails/alerts/events)

• Revenues ( Subscriptions/Utility/Licence/Rev share/Partnerships)

2013 our year for growth.Build sales pipelineBuild outreach and influence

2013 our focus is to create sustainable revenue streams .

No time for protracted strategy.

Act smart and agile.

A year for energy and action.