Goals
1. Provide Professional and Beneficial Customer Service
2. Increase Sales & Repeat Client Business.
3. Increase Your Knowledge in What Drives Customer Behavior.
4. Reduce the Time and Effort to Generate Sales in Key Customer Segments.
2. Increase Sales & Repeat Client Business.
3. Increase Your Knowledge in What Drives Customer Behavior.
4. Reduce the Time and Effort to Generate Sales in Key Customer Segments.
Activities
Part I: Understanding You / Your Business
Strategy, LinkedIn, Website, Social Media & User Experience (UX) Audit
○ What is Working? What Could Work Better? What Did Not Work?
Who is Your Ideal Customer?
○ Customer Segments (by assets, demographics, revenue, other)
○ Characteristics / Examples
What are the Products / Services You Are Selling?
○ Which Generate Highest Revenue, ACV, Win Rate
○ Analyzing Won & Lost Deals
○ Prior Marketing Campaigns, Activities
Who Does the Work?
○ Explain Workflows, Responsibilities & Performance
○ Challenges, Bottlenecks - Analyzing Time & Effort per Person
○ Identify Areas for Automation
○ What is Working? What Could Work Better? What Did Not Work?
Who is Your Ideal Customer?
○ Customer Segments (by assets, demographics, revenue, other)
○ Characteristics / Examples
What are the Products / Services You Are Selling?
○ Which Generate Highest Revenue, ACV, Win Rate
○ Analyzing Won & Lost Deals
○ Prior Marketing Campaigns, Activities
Who Does the Work?
○ Explain Workflows, Responsibilities & Performance
○ Challenges, Bottlenecks - Analyzing Time & Effort per Person
○ Identify Areas for Automation
Part II: Messaging and Setting Up Social Media, Webinars and Other Distribution Channels
Setting Up LinkedIn and Secondary Social Media Channels
Message Development 1
○ Identifying and developing Marketing / Educational Content
○ Respecting Compliance / Regulatory Requirements (if applicable)
Initial Outreach
Soft Launch of Campaign:
○ Outreach, Experimentation and Observation Begins
Message Development 1
○ Identifying and developing Marketing / Educational Content
○ Respecting Compliance / Regulatory Requirements (if applicable)
Initial Outreach
Soft Launch of Campaign:
○ Outreach, Experimentation and Observation Begins
Part III: Understanding the Client as a Buyer: Their Business, Their Journey, Their Behavior
How Do Clients Buy?
In-Depth Customer Interviews to Assess:
○ What is the Value they Receive from Our Products / Services?
How is It Different from the Competition?
What Questions and Concerns Do They Have When Evaluating Different Vendors?
○ What is the Trigger for their Buying Process?
○ How do they Want to Search / Learn About Our Products / Services?
Who is Involved in the Decision-Making Process?
What is their Timeline for Action?
○ Which Channels Do They Use?
○ What Customer Insights are Generated / Revealed?
○ Recommendations for Influencing Buyer Behavior
In-Depth Customer Interviews to Assess:
○ What is the Value they Receive from Our Products / Services?
How is It Different from the Competition?
What Questions and Concerns Do They Have When Evaluating Different Vendors?
○ What is the Trigger for their Buying Process?
○ How do they Want to Search / Learn About Our Products / Services?
Who is Involved in the Decision-Making Process?
What is their Timeline for Action?
○ Which Channels Do They Use?
○ What Customer Insights are Generated / Revealed?
○ Recommendations for Influencing Buyer Behavior
Part IV: Create a Quarter Market Plan
Aligning Marketing & Sales Activities & Customer Insights - Playbook
Highlight Weakest Funnel Stages and Areas for Improvement
Clear Goals & Objectives
Focusing on High Priority Market Segments
Updating Messaging & Collateral II
○ As per Customer Interviews & Insights
○ Ideal Customer Profile (ICP)
Value Proposition and Benefits per ICP
Leading Indicators / Metrics to Measure Campaign Progress
Identifying and Purchasing Tech Stack / Tools for Pilot Campaign(s)
Highlight Weakest Funnel Stages and Areas for Improvement
Clear Goals & Objectives
Focusing on High Priority Market Segments
Updating Messaging & Collateral II
○ As per Customer Interviews & Insights
○ Ideal Customer Profile (ICP)
Value Proposition and Benefits per ICP
Leading Indicators / Metrics to Measure Campaign Progress
Identifying and Purchasing Tech Stack / Tools for Pilot Campaign(s)
Action-Based Approach:
● Launch & Testing Begins ASAP
● Capturing Data / Leads (CRM, Google Sheets)
● Measuring, Tracking & Reporting Sales Progress + Forecasting
● Set up Clear Tasks and Onboard Everyone Who Is Involved
● Presenting Learnings / Findings - Iterating & Pivoting as Required
● SEO and Competitor Analysis
● AI Data Capture (optional)
● Update Marketing & Sales Plan (EverGreening)
● Weekly Coaching Sessions
● Capturing Data / Leads (CRM, Google Sheets)
● Measuring, Tracking & Reporting Sales Progress + Forecasting
● Set up Clear Tasks and Onboard Everyone Who Is Involved
● Presenting Learnings / Findings - Iterating & Pivoting as Required
● SEO and Competitor Analysis
● AI Data Capture (optional)
● Update Marketing & Sales Plan (EverGreening)
● Weekly Coaching Sessions