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Creating a
Marketing Plan
For your Technology and
Software Company
Fundamentals
 Six     components to your marketing plan
    1.    Acquisition
    2.    Activation
    3.    Usage
    4.    Retention
    5.    Market Development
    6.    Market Insight
        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      Retain Current Customers,
 e.g.,
     Post-sale VIP engagement
     VIP networking events
       Learning   and networking
     “Life event” management
       Management     re-orgs, new staff
     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
       Business cards, stationary, envelopes, signage
       Websites
       Trade shows
       Telemarketing scripts
       Collateral, brochures, signage, etc.
   Utilize HQ and regional-base resources to tailor
    branding to local markets, languages, cultures
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




                                                                  Management
            Services    Industries   Careers       Case Studies                Contact Us
                                                                     Team




Product A   Product B   Product C    Openings
On-Line Strategy
   Defining the end-
    game
       Websites
       Social Media
       Advertising
       Email
       Newsletters
       Lead generation
       SEO
   Brand message
       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
         Build case studies for each client
         Prepare white papers professionally
       Present papers at relevant trade shows,
        conferences, seminars
       Use content for websites, advertising, brochures,
        etc. to build “street cred” and support sales
        efforts
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        Strategic assessment
    shows to build brand                Searches and selection
    and sales                           Services negotiation
       Build personal              Exhibit & space
                                     management
        relationships                   Sales plan development
       Retain current clients      Collateral/sales support
       Develop media                   Exhibitor/attendee
        contacts                         marketing
       Raise awareness and             Event budget
                                         management
        stature                         Lead follow-up/reporting
   VIP events                          Future recommendations
   Speaking opportunities
Media & Public Relations
 Buildawareness 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
Software company marketing plan outline
Software company marketing plan outline

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Software company marketing plan outline

  • 1. Creating a Marketing Plan For your Technology and Software Company
  • 2. Fundamentals  Six components to your marketing plan 1. Acquisition 2. Activation 3. Usage 4. Retention 5. Market Development 6. Market Insight  Each defined against measurable goals and objectives
  • 3. 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
  • 4. Strategic and Tactical Examples The following pages outline some potential strategies and tactics to inspire your marketing plan
  • 5. 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
  • 6. Client Retention Planning  Proactively Retain Current Customers, e.g.,  Post-sale VIP engagement  VIP networking events  Learning and networking  “Life event” management  Management re-orgs, new staff  Customer Advisory Panels  Cross-selling initiatives
  • 8. 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  Business cards, stationary, envelopes, signage  Websites  Trade shows  Telemarketing scripts  Collateral, brochures, signage, etc.  Utilize HQ and regional-base resources to tailor branding to local markets, languages, cultures
  • 9. 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
  • 10. Simplified Website Architecture Home Page Management Services Industries Careers Case Studies Contact Us Team Product A Product B Product C Openings
  • 11. On-Line Strategy  Defining the end- game  Websites  Social Media  Advertising  Email  Newsletters  Lead generation  SEO  Brand message  Content
  • 12. 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  Build case studies for each client  Prepare white papers professionally  Present papers at relevant trade shows, conferences, seminars  Use content for websites, advertising, brochures, etc. to build “street cred” and support sales efforts
  • 13. Collateral  Case Study portfolios  Trade show handouts/brochur es  Videos for websites, tradeshows, etc.  Email, direct mail  Sales support
  • 14. Event Opportunities  Utilize events and trade  Strategic assessment shows to build brand  Searches and selection and sales  Services negotiation  Build personal  Exhibit & space management relationships  Sales plan development  Retain current clients  Collateral/sales support  Develop media  Exhibitor/attendee contacts marketing  Raise awareness and  Event budget management stature  Lead follow-up/reporting  VIP events  Future recommendations  Speaking opportunities
  • 15. Media & Public Relations  Buildawareness 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
  • 16. Media & Public Relations Strategy  Executive skills development  Story and message development  Media contact development and management  Crisis management readiness
  • 17. 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.
  • 18. Just the Start A good marketing plan is a “living” document  Evolves based on new knowledge, experiences, competition, technology, internal and external forces