Marketing Success Plan for Your Business

The Success Plan is a marketing and sales plan built on the foundation of your company's growth strategy, designed to help you achieve your set goals. It ties together everything from defining buyer personas and buyer journeys to content strategy, marketing communications, and goal setting.

We create your company's Success Plan using a four-phase Gameplan. The Gameplan is implemented across several workshop sessions, the content of which is always tailored on a company-by-company basis.

1 Defining Buyer Personas

A buyer persona is a description of your company's ideal customer. There are usually several buyer personas important to the business, and all of them are defined in the first phase of the Success Plan. Buyer personas determine how new leads are acquired and how existing ones are managed. It is essential to uncover the buyer personas' thoughts, actions, goals, and obstacles – otherwise we don't know who we're selling to or how.

2 Defining the Buyer Journey

The buyer journey describes the buyer persona's path from prospect to lead, from lead to deal, and further to a loyal customer relationship. The Success Plan Gameplan includes defining the buyer journeys for all key buyer personas. The buyer journey tells us what the customer thinks and does at each stage of the sales funnel, and in which channel the customer is reached. Without defining buyer journeys, it is difficult for a company to create a shared understanding of how customer acquisition happens in practice.

3 Brand Goals and Metrics

An effective Success Plan requires clear goals to function. In the Goals and Metrics workshop, the company's brand positioning, strengths, and weaknesses are reviewed, along with the current situation relative to competitors. We also define in which direction the various variables need to be developed.

To clarify the goals, we also review the current state of the most important key figures and set targets for improving them. For example: how much website traffic, conversion efficiency, customer lifetime value, and purchase frequency are there? How effective and costly has current advertising been? The workshop also covers other possible background variables and objectives.

4 Success Plan Content

Finally, we roll up our sleeves and create a company-specific, tailored Success Plan based on the results of the workshops. The Success Plan always includes proposals for, among other things:

• Content strategy
• Channel strategy
• Marketing model
• Action plan
• Marketing budget

The content strategy consists of the overarching idea for the project or entire marketing effort – the creative concept. It ties together with the channel strategy, in which we address the most important touchpoints for your business. The Success Plan also requires a marketing model – will leads be gathered using, for example, a data-driven and continuously developing model? Every plan also includes an action plan and a marketing budget, which make it easy to start implementing marketing with a clear direction.