ht marketing plan draft 2013

2013 MARKETING PLAN OUTLINE

2013 Horizon Technology Marketing Plan Outline


EXECUTIVE BRIEFHorizon Technology has an aggressive sales & marketing goal which is predicated on shifting their brand perception from electronic parts broker to supply chain strategist & materials planning trusted advisor.

Horizon has developed several customizable solutions geared toward resolving critical supply and forecasting issues experienced by our niche customer segment. These solutions have been tested and improved via executing plans with a select group of existing customers. Now, Horizon wants to standardize these offerings and proactively communicate them to the market in - in hopes of replicating the small sample space of success across a broader set of customers.

The primary method for developing such a shift is to establish thought leadership that demonstrates Horizon’s more strategic and global perspective of our customer’s business challenges. The tactical execution of this primary goal will be discussed in the following pages, but does include a content development strategy, a direct and indirect communication strategy, a web development strategy, sales & marketing synergy needs, customer segmentation, and more. . .


CONTENT“Traditional marketing talks at people. Content marketing talks with them.” -Doug Kessler

Top of the Funnel content - this is void of all sales language, and only communicates Horizon’s POV and thoughts.

• White Papers or eBooks• Market Intelligence

Reports (Commodity Focused - Data Driven - Macroeconomic

Middle of the Funnel content - this is where customers become familiar with what and how we bring value.

• Case Studies• Video Learning or

Demonstration (and other media)

• InfoGraphics

Bottom of the Funnel content- Inventory lists, proactive part match, sales collateral

• PowerPoints (Company Level - not Proposal/Deal Specific)

• Marketing Emails (Inventory Offers, Special Pricing, etc.)

Team of Content Creators:

Collateral pieces will be managed by the Marketing Manager/Coordinator.

Based on experience and expertise, AMs will join the Marketing Manager/Coordinator in compiling an in-depth brief which will outline the aims and objectives of the new collateral plus the assets needed for creation.

The Marketing Specialist will then design the collateral.

Steve Gladden - Marketing ManagerFocus:Objectives:Specialties

Jessica Webster - Marketing SpecialistFocus: Outbound MarketingObjectives: Dialogue, awareness, brand, collateral lead marketingSpecialties: Creative, email, content, CTA

Jonathan Maniery - Marketing CoordinatorFocus: Inbound MarketingObjective: Lead generation, PPC, SEO, tech specs, analysisSpecialities: Solutions messaging, segmentation, reporting, link building


Create a collateral calendar:

Create an approval matrix:


WEB DEVELOPMENT


Total New Cost: $5K

☑ GSD Database communicates with the Web Server so that each part number has its own unique landing page

☑ GSD Database communicates with the Web Server over PHP script so that visitors may search “live inventory.


Email Marketing Social MediaMarketing Automation

COMMUNICATION STRATEGY

It’s important to send emails that are relevant to our contacts.

We will segment emails and create lists based on:•Jobtitle•Desiredcommodity•Businessquadrant•Actionstaken-ToFu,MoFu,BoFu

We then can track delivery, opens, clicks and maintain engagement records for every contact.

Engaging our prospects through Linked!n is a great way to establish authority.

. . . maybe even better than industry publications. We will use Linked!n to drive landing page visits and trigger marketing automation campaigns.

Through HubSpot, we can easily define triggers that will promp any combination of communication techniquestoautomaticallytakeplaceas lead reach vertain stages of the funnel.

We can also leverage HubSpot to enrich relationships and turn customers into champtions.

Phone Campaigns Editorial Outsource Lead Gen

Combine relationship building and authority in one call!

Our AMs can change the conversation by calling a targeted list of contacts to discuss a topic other than sales andquotesbyutilitzinginformation/interests we have captured through our landing page forms.

Placement in industry pubilcations may expose Horizon to high-level contacts.

Editorial includes pay-to-play, press releases, or submitting an interesting article on market intelligence for placement.

ht marketing plan draft 2013

Documents