B201: Create Your Acumatica Marketing Plan:

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This Course
▪ Setting Your Goals

▪ Selecting Your Targets

▪ What Do They Need? (Building Your Personas)

▪ What Do You Offer Them (The Role of Content)

Setting Your Goals
The Formulas

▪ Three qualified opportunities should result in one closed deal.

▪ Twenty percent (20%) of all qualified leads should “convert” into qualified
(BANT) opportunities (prospects)
▪ It generally takes up to a 10X number of suspects to get to the qualified leads
needed.
▪ For example, if you are looking to add 12 new customers this year, you would
need 36 qualified opportunities, 180 prospects and 1800 suspects (or hand-
raisers).

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Factors to Consider
Positive Impact Negative Impact
▪ Targeted messages ▪ Horizontal “one size fits all”
marketing
▪ Offers at every stage of the sales
cycle ▪ Lack of offers

▪ A segmented, engaged list ▪ Reactive, random marketing

▪ Integrated, always-on marketing ▪ Sales and marketing silos

▪ Sales and marketing integration

Close rate is based on
QUALIFIED
OPPORTUNITIES.

The higher your actual

close rate, the fewer
opportunities you will need
in your pipeline. If your
close rate is below 33%,
this might be an area for
additional focus.
How many qualified
leads will you need?

Qualified by BANT:

▪ Budget
▪ Authority
▪ Need
▪ Timeline
Prospects =
hand raisers
Suspects equal number
of unique companies you
are marketing to.
Additional hard and soft goals such as;

Site traffic
Time On Site
LinkedIn Followers
Set your budget
Considerations
▪ Your foundation (website, lists,
automation).
▪ Your need to outsource
▪ Your target market
▪ Type of marketing
Recommended Marketing
Budgets (% of Gross Revenue)*
7-8% for businesses with
revenues less than $5 million
12-20% for new companies
6-12% for established companies
(with foundations)
Average (from CMO magazine)
is 7.5%
*Does not include salaries
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Identifying Your
Targets
16
Get FOCUSED

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Attributes to Target

▪ Revenue / Company Size

▪ Geography

▪ Industry

▪ Role / Title

▪ Other Attributes

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Revenue / Company Size / Geography

▪ $10M-500M
▪ 50-500 employees

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Roles & Titles
Industry
▪ Analyze:
▪ Your existing customer base for
Industry clusters
▪ Your most profitable clients
▪ Internal knowledge

▪ Confirm the Opportunity

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Building Your
Personas
23
Why do you need them?

▪ To craft messages that resonate.

▪ To make marketing decisions

▪ Provide consistency in your messages

▪ Pre-qualify your leads

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Which Results In…CONVERSIONS

Buyers are 48% more likely to

consider solution providers that
personalize their marketing to address
their specific business issues. ITSMA

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https://offers.hubspot.com/persona-templates
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How do you complete it?

▪ Customer knowledge

▪ In-House Expertise

▪ Online Research

▪ First Research
What Can You
Offer?
 By 2020, customers will manage 85% of their
▪ interaction
61% with
of customers say the
they enterprise without
feel better about, interacting
& are more likely to buy
from, a company that delivers custom content.
with a human.
▪ (Custom Content Council)
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 61% of customers say they feel better about, & are more
likely to buy from, a company that delivers custom content.
(Custom Content Council)

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33
Building Your Content Plan

▪ Identify Your Prospect’s Pain Points (Buyer personas)

▪ Do a Content Audit
▪ Identify Gaps and Assign Writers

To build your content plan and for tips on developing original content,
download our comprehensive Content Marketing Workbook and view
our course on Building a Content Engine
https://portal.acumatica.com/marketing/build-a-marketing-plan/

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Resources to Help With Pre-Planning

▪ Marketing Planning
Calendar Template Available on the Acumatica
Portal
▪ Marketing Goal Worksheet
Template Visit
https://portal.acumatica.com/
▪ Personas Guidance marketing/build-a-marketing-
plan/

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No Reliance
This document is subject to change without notice. Acumatica cannot guarantee completion of any future products or program
features/enhancements described in this document, and no reliance should be placed on their availability.
Confidentiality: This document, including any files contained herein, is confidential information of Acumatica and should not
be disclosed to third parties.