THE XYZ

COMPANY
INBOUND
MARKETING
GAMEPLAN

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN

About the Inbound Marketing GamePlan
Description of this GamePlan
The Inbound Marketing GamePlan is the foundation for your entire marketing
campaign. Consider this your roadmap for success. The purpose of this
document is to turn your business goals into marketing goals and establish a
better understanding of your prospects. It also outlines a complete, 12-month
inbound marketing strategy to attract, convert and nurture your prospects.

Sample Inbound Marketing GamePlan
This is a sample Inbound Marketing GamePlan that has been completed for a
fictional company we named The XYZ Company, a consultant that helps widget
manufacturers. When we work with clients, they can expect IMPACT to create a
GamePlan that is very similar to this document customized for their company.

This download is only the first 20-pages of a 63-page GamePlan.
To see the complete Inbound Marketing GamePlan, schedule your free, 30minute Inbound Marketing Assessment with one of our consultants.

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IMPACT BRANDING & DESIGN LLC

here is what else you can expect: o o o o o o o 30 Day Turnaround Dedicated Account Manager Access to Project Management System Initial On-Boarding Call Weekly Strategy Development Calls Agendas Before Every Call Call Recaps After Every Conversation When developing an Inbound Marketing GamePlan for a client. If the client doesn’t already have HubSpot. and we’ll be happy to help you get started. Get Started. Creating an Inbound Marketing GamePlan is the first step in developing a successful inbound marketing campaign. Beyond the detailed creation of this document. To get started. then we will require access to that account. See Plans & Pricing. we require that HubSpot is installed on their website at the time we execute the project. 30-minute Inbound Marketing Assessment with one of our consultants. we can set up a 30-day free trial while we develop the GamePlan.THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Having IMPACT Create a GamePlan for you. Page 3 of 63 IMPACT BRANDING & DESIGN LLC . If the client already has a HubSpot account. schedule your free.

.......... 20   Buyer Personas ....................................................................................... 9   Description of Pricing Model .............................................................. 7   Analysis of Current Marketing & Brand .......................................................... 21   Page 4 of 63 IMPACT BRANDING & DESIGN LLC .......................................................................... 7   Description of Company’s Sales Team . 12   Competitive Advantages & Brand Differentiation ........................................................................................... 18   Where do your best leads come from? .. 17   Typical Customer’s Buying Process ............................................................................................................................................................................................ 2   Sample Inbound Marketing GamePlan .. 18   What keeps customer’s coming back? (Retention) ......................................................... 3   Analysis of Current Marketing & Brand ....................... 16   Description of the Value Proposition ............................................................................ 7   About the Client................................... 19   Quality Lead Identification Statement ............................. 17   What makes customers buy from you for the first time? (Acquisition) ................................................................................................................. 10   Outline of Business Goals ............................................................................................................................................................................................................................................................................................................................................................................................................................................... 20   What actions indicate that a lead is Sales Ready? .................................................................................................................................................................................................................. ..................................................... 20   Factors that make an MQL a Sales Qualified Lead (SQL) ................. 9   CRM Analysis ....... 12   Top 10 Competitors ................................ 16   Quality Lead Identification ....................................................................................................................... 13   Definition of Value Proposition ................................................................................................................................................. 17   Description of Prospect..................THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Contents Table of Contents About the Inbound Marketing GamePlan .......................... 12   Competitive Analysis...................................................................................................................................................... 19   Definition of MQL’s and SQL’s ....................... 20   Definition of a Marketing Qualified Lead (MQL) ................................................................................... 9   Value Provided to Audiences .................................................................................................................................................................................................... 11   Competitive Analysis .................................................................................................................................................. 16   Value Proposition ................................................................................................................................... 2   Description of this GamePlan ................ 2   Having IMPACT Create a GamePlan for you................................................................................................................ 3   Get Started...........................................................................................................

.................. 50   Landing Pages ...................... 21   Sal Seaio .............................. 40   Blogging ............ 24   Campaign Development Strategy ....................................................... 47   Converting Leads ............................................................ 40   General Overview ............................................................................................................................................................................ 40   Social Media Marketing ..................................................................... 38   Initial Training Required ............................................. 33   Initial Import of Contacts / Contact Database Setup ................................................................................................................................................................................................................................................................................................................... 49   Premium Content ............................................................................................ 27   Blog Development & Migration of Blog Articles ............................................................ 23   Description of Benchmarks ....................................................... 22   Initial Stem Keywords ......................................................................................................................................................................................... 30   Initial Creation of Calls to Action ............................................................................................................... 24   Critical Success Metrics .......................................................................... 26   Video Creation .................................................................................................................................................. 22   Long Tail Keyword Ideas ....................THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Oscar Operations ......................... 38   HubSpot & Salesforce Integration ............................................................................................................ 45   Visual Content Marketing................................................................................................................. 23   Outline of Required Benchmarks: ....................................... 22   Initial Keyword Analysis ......................................................... 24   Key Performance Indicators (KPI’s) .......................................................................................................................................................................................................................................................... 49   General Overview .............................................................................................................................................................................................. 29   Initial Creation of Premium Content .................................................................... 25   Website Optimization ........................................................ 21   Keyword Analysis .......................................... 42   Search Engine Optimization ........................................................................................................................................................................................................................................................................................................................ 39   Driving Traffic Strategy ............................................................................................... 28   Initial Visual Content Creation ...................... 52   Page 5 of 63 IMPACT BRANDING & DESIGN LLC .......................................................... 25   HubSpot Implementation ......................................................................................................................................................................................................... 29   Initial Creation of Landing Pages .............................................. 34   Initial Setup of Marketing Automation .......................................... 22   Top 25 Keywords ............................................................................................................................... 22   Definition of Key Performance Indicators ..................................................................................................................................................................................................................................................................................................................................................................................................................................................................... 35   Initial Setup of Lead Scoring ................................................................... 28   Social Media Profile Creation & Optimization ............................................

................. 61   Next Steps .................... 54   Prospect Intelligence ................................................... 58   Marketing Analysis Overview ..................................................................................................... 62   Communication Schedule ........ 58   Ongoing Competitive Analysis ...................................................................................................................................................................................................................... 55   Lead Segmentation .................................................................... 62   Get Started .......... 54   General Overview ....... 53   Grow Sales ...................................................................................................................... 63   Contact IMPACT ....................... 56   Workflow Management ................................................................................................................................................................................................................................................................ 59   Marketing KPI Analysis & Reporting ............. 56   Email Marketing .................................................................................................................................................................................................................................................................................................................... 63   Page 6 of 63 IMPACT BRANDING & DESIGN LLC ......... 55   Lead Intelligence ...............................................................................................................................................................................................................................THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Call to Actions ........................................................................................................................................ 60   Marketing Cost & ROI Reporting ........................................... 56   Marketing Analysis ............................................................................................................................................................................................................................. 54   An Agency’s Role in Growing Sales ................................................................. 56   Lead Nurturing ................................................................................................................................... 62   General Client Responsibilities ........................................................................................................................... 62   Client and Agency Working Agreement ..................................................................................................... 55   Lead Scoring ........................................................................................................................................................................................................................................................... 59   Closed-Loop Reporting.............................................................................. 62   General Agency Responsibilities.........................................................................

Analysis of Current Marketing & Brand XYZ Company has a great product and solution. The XYZ Company’s consultants possess years of widget manufacturing experience and utilize proven and innovative programs. The XYZ Company serves a national market. and is not mobile ready. improve profitability. evaluation tools and customized training courses to help clients achieve their goals and reach their business objectives. XYZ Company has not done much in terms of marketing in the last 24 months. protect market share. Page 7 of 63 IMPACT BRANDING & DESIGN LLC . o Website has been built on WordPress using the TwentyEleven standard theme. and gain market share. generating leads has never been a priority as the company has been successful generating business by referrals and word of mouth. including Canada. XYZ Company specializes in helping B2B widget manufacturers increase revenue. but XYZ Company only blogs once every two months on average and hasn’t posted an article in 7 weeks.THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Analysis of Current Marketing & Brand About the Client Established in 2003. They have created 35 articles in total. o Website currently has a blog. Strong efforts by direct competitors and aggressive growth goals have increased the need to improve brand awareness. However. the content is not formatted for readability. Here are some highlights from our initial analysis of their marketing and brand: • Website does not generate a lot of traffic. and generate more sales qualified leads. It doesn’t have a very clear value proposition.

although they are not on the site at this point. • XYZ is not currently using any marketing automation. Page Performance scan was below average. o Salesforce. such as infographics. o Google Analytics was installed 3 months ago. o Website has only one landing page (contact us page) and no callsto-action. o XYZ Company has premium content that can be repurposed and used as offers. The monitoring of traffic over the last 3 months averages about 660 visitors per month. Google+. and LinkedIn. although they do have a database that can be used if scrubbed. XYZ Company has not set up its YouTube. although it is possible that clients are finding them through the Internet. XYZ Company cannot trace back any new business from its website. Page 8 of 63 IMPACT BRANDING & DESIGN LLC . o XYZ Company is not doing any email marketing. • Website is not optimized for lead generation. o XYZ Company currently has no metrics in place to track return on investment.com is not integrated into XYZ Company’s marketing efforts. or approximately 8000 visitors per year. o XYZ has never done any visual content creation. Website does not have a lot of inbound links. o XYZ Company does not know its conversion rates. o There is currently no method in place to close the loop between marketing and sales.THE XYZ COMPANY INBOUND MARKETING GAMEPLAN o Social media reach is low with a total of 146 followers across Facebook. and Slideshare profiles yet. but was not set up to track leads. Pinterest. • Website Analytics are not detailed enough. o XYZ Company is only ranking in the top 10 for 3 of their top 25 top keywords. Twitter.

000. USA • South East. USA • Southwest & Pacific.000 up to $2. CRM Analysis Company has implemented Salesforce. USA • Central.THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Description of Company’s Sales Team XYZ Company has 5 sales representatives located across the country. Page 9 of 63 IMPACT BRANDING & DESIGN LLC . 2 of the 5 sales representatives have not logged in for over a year. The five territories are: • Northeast. The average retainer is for 12-months and has an annual revenue of $250.com. Description of Pricing Model All clients are put on a monthly retainer and pricing is quoted based on each clients unique needs. Most data is being inaccurately reported including opportunities that are inaccurately open that should have been marked closed and contacted leads with no notes. The initial analysis is that it is not being fully utilized. Each sales representative oversees an equal territory.000. USA • Northwest.000. mostly by word of mouth. USA or Canada Sales representatives report to the sales manager. Sales representatives currently generate their own leads. XYZ Company’s pricing range goes from an annual revenue value of $75. It would be impossible to generate accurate sales reports at this point.

000 per year (lifetime value) Value Provided to Audiences The senior management of XYZ does an average of 8 speaking engagements per year in which they have created slideshow presentations for each. These slideshow presentations can be modified and repurposed for lead generation.THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Average Cost Per Sale $250. These videos can be shortened into samples to also be used for lead generation. The recorded videos of these sessions can also be used for lead generation. XYZ Company also has a series of training videos that they have recently completed and sell online. Page 10 of 63 IMPACT BRANDING & DESIGN LLC .

This year. XYZ Company did $2. improve their marketing ROI. Goal #1: Last year. Goal #2: XYZ Company has recently developed a new service to help widget manufacturers optimize their value proposition. and generate a larger return on the same annual spend. Page 11 of 63 IMPACT BRANDING & DESIGN LLC . Within the next 12 months.THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Outline of Business Goals Overview: XYZ Company’s growth goals are aggressive as they are trying to protect their market share and grow their business.000. This service will average sales of $75. 4 to its existing client base and 3 to new customers. would like to increase their marketing spending on inbound marketing in order to lower their cost per lead. XYZ spent $240K in marketing. XYZ Company would like to sell 7 of these packages.4 million in sales. Goal #3: Last year. XYZ Company would like to increase sales by 45% to $3. they would like to maintain the same marketing budget.5 million. however.

6.widspot. 9. and their quick turnaround claim from initiation of services to ROI.com) GoWidgets. 4. 8.com) Widget Professionals (www.gowidgets.rstco.com) WidSpot.com (www. 7. 3.com) J&K Company (www. Top 10 Competitors 1.123widgets.datawidgets. ABC Company (www. They differentiate from competitors due to their national presence.com (www.upactwnc.com (www.com) Page 12 of 63 IMPACT BRANDING & DESIGN LLC . their proven track record / customer proof and testimonials.com) UPACT Widgets & Consulting. 2. 10.com) RST & Co.jandkcompany. their product line to go along with their service offering.net) Johnson and Anderson (www. LLC (www. (www.johnsonanderson.THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Competitive Analysis Competitive Advantages & Brand Differentiation XYZ Company has a strong competitive advantage as the recognized industry leader. 5.abccompany.widgetprofs.com) 123 Widgets (www.com) Datawidgets.

• XYZ Company only has 46 linking domains. The more indexed pages that a company has equates to more opportunities to be found through search engines. XYZ’s marketing grade is a 76. therefore helping you improve your overall search ranking. The more quality domains linking to your website shows the search engines a higher level of importance and trust. • XYZ Company has a very small social media following. mostly for the reasons listed in the Analysis of Current Marketing and Brand section of this GamePlan.THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Competitive Analysis The following is a screenshot from HubSpot’s Competitors Tool using your free trial of HubSpot. Page 13 of 63 IMPACT BRANDING & DESIGN LLC . This grade should be over 90 in order to develop a strong advantage over competitors. Results: • XYZ Company also only has 45 indexed pages. Currently. there are 94 Facebook fans and 20 Twitter followers.

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN SAMPLE REPORT NOTE: Our reports actually show real data using HubSpot’s Competitors Tool Page 14 of 63 IMPACT BRANDING & DESIGN LLC .

Twitter Followers: 1298 Page 15 of 63 IMPACT BRANDING & DESIGN LLC . ABC Company (www.com) a. J&K Company (www. Indexed Pages: 121 c. Linking Domains: 22 2.rstco. Linking Domains: 121 3. Indexed Pages: 106 c. (www. Marketing Grade: 86 b. Marketing Grade: 83 b.com) a.com) a.abccompany. Facebook Fans: 583 c. RST & Co.THE XYZ COMPANY INBOUND MARKETING GAMEPLAN 3 Strongest Competitors 1. Marketing Grade: 74 b.jandkcompany.

XYZ Company currently does have a clearly defined value proposition on its website. and should be carried throughout all of your marketing. Value Proposition The XYZ Company can transform your widget manufacturing process and increase your revenues by up to 200% within 12-months.THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Definition of Value Proposition Description of the Value Proposition The purpose of a well defined value proposition is to help you get straight to the point of why your visitors should do business with you. It is recommended that the following value proposition be used on the XYZ Company homepage and be integrated throughout the rest of the company’s marketing messages. Page 16 of 63 IMPACT BRANDING & DESIGN LLC .

research of external solution providers • Identification of resources and identification of budget. The typical buyer of our services is a Sr. although.THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Quality Lead Identification Description of Prospect The ideal prospect is a widget manufacturer located in the United States with over 200 employees and sales of over $15 million annually. Typical Customer’s Buying Process A typical buying process with XYZ Company would include: • Identification of a problem • Research of internal problem solution. approval • Select an external solution provider • Execute agreement Page 17 of 63 IMPACT BRANDING & DESIGN LLC . Level or C-Level manager of operations. it may be common to work directly with the CEO. many don’t even realize they have the opportunity to improve their profits and need to be further educated.000 widget manufacturers. A good prospect is seeking a consulting company to help improve their overall widget manufacturing sales. typically online • Recognition of need for external help • Decision to seek external help. In small companies. We estimate that this market includes approximately 45.

process. 2. XYZ Company also provides on-going training and support on a retainer basis after an initial 12-month agreement. 80% of customers will proceed with an on-going training and support agreement. 3. they often come back to have XYZ Company provide consultation services on other product lines and services. What keeps customer’s coming back? (Retention) 1. and sales representative. XYZ Company does not provide consistent marketing to its current customers. When customers have a positive experience and see a substantial return on their investment. Page 18 of 63 IMPACT BRANDING & DESIGN LLC . New customers often weigh case studies and testimonials from previous clients with high importance in their decision making process. It is important that previous clients are consistently engaged with XYZ Company’s marketing to ensure future sales opportunities are not missed. Currently. Other factors include trust and confidence with the brand. Successful clients will also hire XYZ Company to do a complete analysis on product lines every 5 years to ensure their product lines are as profitable as possible.THE XYZ COMPANY INBOUND MARKETING GAMEPLAN What makes customers buy from you for the first time? (Acquisition) A strong understanding of their need and how XYZ Company’s solutions solve their need and provide them with a return on their investment.

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Where do your best leads come from? Currently. but they can not track the initial source of these customers. Page 19 of 63 IMPACT BRANDING & DESIGN LLC . XYZ Company has generated 2 customers from their website in the last 3 years. has a staff of 50-500 employees. Industry networking groups are currently the second best source for leads.000 in annual sales. is a manufacturer of widgets. XYZ Company gets the best leads from referrals from previous customers. Quality Lead Identification Statement A quality lead for XYZ Company is a CEO or C-Level Operations manager that does at least $250. and located in the United States or Canada.

THE XYZ COMPANY INBOUND MARKETING GAMEPLAN Definition of MQL’s and SQL’s Definition of a Marketing Qualified Lead (MQL) A marketing qualified lead is anyone who has come to your website and filled out a form to download an offer that has either directly or indirectly identified that they have a need for XYZ Company’s services. Page 20 of 63 IMPACT BRANDING & DESIGN LLC . A marketing qualified lead would also fit the description of the quality lead identification statement. An example of an MQL would be a lead that downloaded an ebook to help them solve their problem of an inefficient widget manufacturing process. These leads are not considered sales ready. Factors that make an MQL a Sales Qualified Lead (SQL) A marketing qualified lead can become a sales qualified lead when their level of engagement with XYZ’s marketing and website has reached a certain threshold and / or has requested a consultation with one of XYZ Company’s sales representatives. What actions indicate that a lead is Sales Ready? Has requested a consultation with a sales representative or has accepted a consultation when a sales representative warm-called them. but is not sales ready. It’s necessary to use lead nurturing to move these leads down the sales funnel.

Plan to See Your ROI. Social Media. Initial Analysis Defining Goals & KPI’s Competitive Analyis Value Proposition Quality Lead Identification Definition of MQL’s & SQL’s Buyer Personas Campaign Development Strategy to Drive Traffic Lead Generation Strategy Strategy to Grow Sales Analysis & Reporting Analysis of Your Current Marketing & Brand. Further Define Your Sales Funnel. Stay ahead of the competition. Schedule a free 30-minute assessment with a consultant to start developing your GamePlan. Website Optimization & HubSpot Implementation. Deliver Optimal Content to Your Prospects. SMART Marketing. Request Assessment . Pass Any Blink Test. & SEO. Shorten Your Sales Cycle. Improve Your Conversion Rates. Better prioritize and segment leads. Blogging.Included in Your GamePlan: A detailed marketing analysis and 12-month strategy. The Inbound Marketing GamePlan will identify critical benchmarks for success and layout 12-months of inbound marketing activities to be completed in order achieve your marketing goals.

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