Creating A Marketing Plan: For Your Technology and Software Company

Creating a Marketing Plan
For your Technology and Software Company
Fundamentals
Six
1.
2. 3. 4.
components to your marketing plan

Acquisition Activation Usage Retention Market Development Market Insight
5.
6.
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
e.g.,

Retain Current Customers,
Post-sale VIP engagement VIP networking events

Learning
and networking re-orgs, new staff
Life event management

Management
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

Utilize HQ and regional-base resources to tailor branding to local markets, languages, cultures
Business cards, stationary, envelopes, signage Websites Trade shows Telemarketing scripts Collateral, brochures, signage, etc.
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
Industries
Careers
Case Studies
Management Team
Contact Us
Product A
Product B
Product C
Openings
On-Line Strategy
Defining the endgame

Brand message
Websites Social Media Advertising Email Newsletters Lead generation SEO 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 Present papers at relevant trade shows, conferences, seminars Use content for websites, advertising, brochures, etc. to build street cred and support sales efforts
Build case studies for each client Prepare white papers professionally
Collateral

Case Study portfolios Trade show handouts/brochur es Videos for websites, tradeshows, etc. Email, direct mail Sales support
Event Opportunities
Utilize events and trade shows to build brand and sales

Strategic assessment

VIP events Speaking opportunities
Build personal relationships Retain current clients Develop media contacts Raise awareness and stature
Exhibit & space management
Searches and selection Services negotiation
Collateral/sales support

Sales plan development

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

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Creating A Marketing Plan: For Your Technology and Software Company

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Creating a Marketing Plan

For your Technology and Software Company

components to your marketing plan

Each defined against measurable goals and objectives

Tactics vs. Strategy

Strategic and Tactical Examples

Key Marketing Opportunities

Client Retention Planning

Retain Current Customers,

Post-sale VIP engagement VIP networking events

and networking re-orgs, new staff

Life event management

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:

Standards for all communications materials

Invigorate On-Line Presence

architecture of websites to support brand and communications strategy

Company.com (core website) Other supporting websites

Simplified Website Architecture

Defining the endgame

Build a Case Study/White Paper Library

Build awareness of your Company and executive/leadership teams as thought leaders

Utilize events and trade shows to build brand and sales

VIP events Speaking opportunities

Exhibit & space management

Searches and selection Services negotiation

Sales plan development

Media & Public Relations

Media & Public Relations Strategy

Social Media Management

Utilize social media to engage team, prospects, customers, candidates, community

Just the Start

good marketing plan is a living document

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