30 60 90 DAYS PLAN MARKETING EXAMPLE HOW TO
30 60 90 DAYS PLAN MARKETING EXAMPLE FULL

This example is for a B2B SaaS company that targets mid-sized and large companies, so the overarching strategy is a mix of ABM and inbound. How do the analyst reports rate them compared to us Where are they featured, who talks about them, who rewards them with prizes? What do reviewers say about them? What’s missing from the journeys, where are the higher drop-off rates, what are the bottlenecks?Ĭlients featured in case studies/testimonials What content types, with what performance?

Where is content involved and how do they consume it?

30 60 90 DAYS PLAN MARKETING EXAMPLE FULL

What does the full journey look like for a 1:1 account vs a clustered one, vs an inbound one? What does that mean for them in terms of benefits? Does it provide functional, emotional or social benefits? What do our ideal customers value more and why? How often they contact us and for what issuesĭid they switch from a competitor? If yes, which one? What profiles, industries, company sizes they are Gain deep understanding of our current customers. How they were onboarded, what objections they had, what won them.įAQs - are these addressed on our website? If not, why?

Are these addressed in dedicated LPs? If not, why? What do the best accounts use more frequently and others don’t? Patterns, cadences.ĭo we need to add product or conversational bumpers?Ĭurrent accounts and acquisition channelsĬlusters - by industry, company type and size, geography, use cases, challenges (pain points). How is data shared further from the CRM to other tools?Īre we powering marketing automation flows? Do we use it for paid ads?Īre we tracking the right things? If not, implement through GTM.īased on available data, which features & use-cases should we prioritize for content marketing?

What data are we collecting from inbound leads? Via which tools and channels?Īre we enriching this data manually? If yes, who and when does that? Is our CRM data up to date and clean? Are the contacts connected to account information?ĭo we have enough info on the target accounts (must wins)? I’ll detail this topic in a separate article, as it’s a lot to cover. What gets more backlinks? Who links back to us? To which content pieces and types?Ĭan we reproduce those backlinks and expand them to other use cases, industries, geographies? Which generate comments from accounts in tier 1 or 2? What gets more shares? Search console metrics for inbound content - are we attracting the right traffic?Įngagement metrics for social - which content types are engaging which accounts?

30 60 90 DAYS PLAN MARKETING EXAMPLE HOW TO

How to Do a Content Audit and Extract Actionable Insightsįor the SEO & social media audit, you’ll want to look at: The content audit process is described in detail here: You’ll want to understand how your teams work, so you’ll look into the processes within the:Ĭontent lifecycle processes, including SEO and social media Here, the most important thing is to understand how your customers see you as opposed to how you perceive your company.Ĭontent marketing KPIs & targets (organic traffic conversions - subscriptions, downloads, demos, webinars, deals, revenue CR, CAC, retention rate, CLV, AOV per segment) What content & sales collateral were used In which materials or content types, who uses these materials and in which situation. This assumes you’re working for a SaaS company, but if you’re in a different niche, simply replace Product with Services or whatever applies to your situation.įrom a content perspective, you’ll want to check how the USPs and differentiators are reflected into your website content and sales collateral. Now let’s dive deeper into some of these areas and see not just what you should do, but how to do it. The last 3 weeks of your 90-day plan will be dedicated to implementing the strategy. POC proposal - if you want to do some test campaigns to see what works and what doesn’t The next 3–4 weeks will be dedicated to creating the actual strategy and deciding what areas to focus on. inbound or a combination of these)Ĭompetitor analysis - can be focused on content only, or overall analysis, depending on your scope The ideal customer profile or persona (depending on the strategy that you plan to use, ABM vs. Interviews with the customer support team Interviews with sales reps and (key) account managers Product usage data - to understand what your customers are doing You’ll dive deeper into the areas that are related to content strategy and marketing, in order to get a good understanding of stakeholders and dependencies.Īt the end of this phase, you’ll have a clear understanding of your baseline measurement and the areas that will require more effort and resources.Īudit of CRM data - not the cleanup, this will come later

Image: Brand, Marketing and Content Strategy Template Weeks 3–5/6: Analysis

30 60 90 days plan marketing example