Marketing strategy brief for Netop Remote Control
Starting out a new year with a new marketing team of three, we needed to determine how to focus our efforts. We knew we had three specific industries we wanted to target, but we were less clear on
Who? Which individuals in those industries did we need to reach
When? What stage in the buyer’s journey did they need…
What? …type of information
Research-driven personas
To gain a better understanding of our audience, I used the following research practices to create a trio of buyer personas.
Customer interviews: Transcribed hours of recorded interviews and assisted in conducting additional interviews
Sales data: Consulted reports from Salesforce
Company intel: Interviewed sales and marketing colleagues for additional insights
In addition to the personas, I created a document that explained their positions in relation to one another, and what involvement the would each have in the journey to purchasing our product.
Mapping content to the buyers’ journey
I conducted a comprehensive audit of our existing marketing collateral, reading every asset cover to cover and mapping it to the appropriate stage of the buyer’s journey. I also coded the assets according to persona and industry, to give us a comprehensive view of what we’d covered, and what gaps we needed to fill.
Results
Company alignment
Alignment between sales and marketing has historically been a company pain point. Having documented personas printed and mounted in each of our three international locations gave colleagues a common understanding of where marketing efforts were being channeled for the year, and the reasoning behind it.
Exceptional campaign performance
This strategy resulted in the publication of The Essential Guide to GDPR Compliant Remote Access E-book, for which I served as the lead designer (select pages below). The campaign surrounding this ebook was one of Netop’s most successful: 46% of all traffic to the eBook landing page converted into new, high-value MQLs, generating 297 new leads within six months.
