1 INTRODUCTORY

The Best Marketing Plan

You’ve Ever Written

Colleen Carney, Account Manager, HubSpot

@collcarney
 Colleen
Carney
@collcarney

when I was backpacking

around the world I had
dreadlocks.

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 1
MARKETING PLANS
– REVISTED 2.0
HubSpot has changed the way you
think about marketing now we are
going to shake up your Marketing Plan

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 WHAT IS YOUR TIMELINE?

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 GOAL. PLAN. CHALLENGE. TIMELINE.
GPCT is the new marketing plan

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“Achieving your business GOALS is
what really matters when it comes to
your MARKETING PLAN.”
 2
EXAMPLES OF
GPCT IN ACTION
Real Customers, With Real
Problems, Who implemented GPTC

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 SCENARIO #1
“We need to grow the business.  We’ve been flat
for the past 3 years. All of our work is word of
mouth.  That’s only got us so far.  If we’re going to
go from $200K to $400K this year we are going to
need other ways to get business in the door.”

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 Discover GOAL
Problem: They have high visitor to lead
conversion rate however, they have very little
traffic >500visits/month.

Diagnosis: Need to increase website traffic.

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What’s the GOAL?

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 Plan

Tactic 1: Start a PPC Google Adwords Campaign

Tactic 2: Blogged 3x per week
Tactic 3: Clean up their on page SEO

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 Potential Challenges
Challenge 1: Pick the wrong keywords for PPC
Challenge 2: Ads drive unqualified traffic
Challenge 3: No one has time to blog
Challenge 4: Not sure how to improve SEO

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 WHAT IS YOUR TIMELINE?

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 Timeline
Timeline Type: Urgent (2 months)

Timeline Strategy: PPC is a fast fix over time rely

less on PPC and move more to organic traffic
from Blog.

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 SCENARIO #2
“Last year we did $350K in revenue.  We want to increase
that by 25% in 2012.  Our average job is $8,750, so we
need at least one extra job a month over what we currently
do to hit that goal.  If we can do that we can buy the new
piece of equipment that will allow us to get the work done
even quicker.”

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 Discover GOAL

Problem: They have a low visitor-to-lead

conversion rate.

Diagnosis: Need to increase lead conversion

to acquire an additional customer.

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What’s the GOAL?
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 Plan

Tactic 1: Better conversion opportunities

Tactic 2: Corresponding landing pages
Tactic 3: Get leads to sales faster.

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 Potential Challenges

Challenge 1: Don’t have lead gen offers

Challenge 2: Don’t understand audience.
Challenge 3: Don’t have an easy way to create
landing pages.
Challenge 4: Leads are slow to get to sales.

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 WHAT IS YOUR TIMELINE?

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 Timeline
Timeline Type: Annual (12 months)

Timeline Strategy: Implement landing pages and

use existing content to create lead generation
offers.

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 SCENARIO #3
“We only got 15 leads from our website last year.  None of
them turned into customers.  We know our competition is
doing a much better job bringing in business over the web. 
We need to be getting at least 20 good leads a month from
the website if we’re going to pull in the 30 new customers
we need this year.  If we don’t bring in 30 new customers
we’ll have to lay people off.”

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 Discover GOAL

Problem: Lead quality is low and have

difficulty converting leads into customers.

Diagnosis: Need to create bottom of the

funnel offers to convert leads into
customers.
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What’s the GOAL?
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 Plan

Tactic 1: Develop persona-based email workflows

Tactic 2: Create bottom of the funnel offers.
Tactic 3: Implement lead scoring
Tactic 4: Rotate leads based on lead score.

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Potential Challenges

Challenge 1: Confused about core persona

Challenge 2: Unsure of lead score factors
Challenge 3: No tool to create lead rotator
 WHAT IS YOUR TIMELINE?

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 Timeline
Timeline Type: Semi-Urgent (6 months)

Timeline Strategy: Implement CRM system

immediately and create sales focused calls-to-
actions to convert customers.

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 GPCT IN ACTION
Step 1: DETERMINE BUSINESS PROBLEM
Step 2: DIAGNOSIS BUSINESS PROBLEM (GOAL)
Step 3: PLAN
Step 4: CHALLENGE
Step 5: REFINED PLAN
Step 6: TIMELINE

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 thank you.

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 HOW’D I DO?
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