Creating a

Marketing Plan For your Technology and

Software Company

Fundamentals

Six components to your marketing plan

1. Acquisition

2. Activation

3. Usage

4. Retention

5. Market Development

6. Market Insight

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 Retain Current Customers, e.g.,

Post-sale VIP engagement

VIP networking events

Learning and networking

“Life event” management

Management re-orgs, new staff

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 Business cards, stationary, envelopes, signage

Websites

Trade shows

Telemarketing scripts

Collateral, brochures, signage, etc.

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

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

Product A Product B Product C

Industries Careers

Openings

Case Studies Management

Team Contact Us

On-Line Strategy Defining the end-

game Websites Social Media

Advertising

Email

Newsletters Lead generation

SEO

Brand message 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 Build case studies for each client

Prepare white papers professionally

Present papers at relevant trade shows, conferences, seminars

Use content for websites, advertising, brochures, etc. to build “street cred” and support sales efforts

Collateral Case Study

portfolios

Trade show handouts/brochures

Videos for websites, tradeshows, etc.

Email, direct mail

Sales support

Event Opportunities Utilize events and trade

shows to build brand and sales Build personal

relationships

Retain current clients

Develop media contacts

Raise awareness and stature

VIP events

Speaking opportunities

Strategic assessment Searches and selection

Services negotiation

Exhibit & space management Sales plan development

Collateral/sales support 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