The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success (Paul Roetzer, 2014)

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  • Qualifying customer: what is the website visitor’s relationship to you company, where he is located, how did he find your company, what are his needs and goals, what is he looking for at this moment, what is his state of mind, which screen is he using to interact, is he connected to your brand’s social network, is he an influencer in your industry, how many times has he visited your site, has he been engaged by a support representative
  • Evaluation snapshot: analytics, call tracking, CMS, CEM, CRM, email marketing, internal social networks, marketing automation, project management, SEO, social media,
  • Marketing assessment: foundation, reach, expectations, potential
    • Assets (8-10) are strengths that can accelerate marketing success
    • Neutrals (6-7) are average factors that have the potential to help or hurt marketing efforts
    • Liabilities (0-5) are weaknesses that require additional resources to build up and improve
  • Business cores: community involvement, corporate culture, customer service, external communications, financial stability, innovation, internal communications, market share, marketing team, pricing strategy, product quality, sales staff, tolerance for risk, vision
  • Marketing core: brand awareness, brand positioning, buyer persona profiles, competitive advantage, customer database, lead database, opportunities for growth, sales/marketing integration, sales process, website
  • Scorecard process: performance.pr2020.com - prioritise marketing goals (brand, leads, sales, loyalty) > identify KPIs (suspects, leads, marketing qualified leads MQL, sales qualified leads SQL, customers / conversion rate, conversion assists by channel, COCA, new customers, revenue won, new customer source / active customers, churn rate, LTV, customer referrals, customer reviews, engagement rate, net promoter score NPS, retention rate, revenue) > customise your funnel > input and analyse data > establish benchmark and prime goals > update and activate the scorecard
  • E3: evaluate, establish, execute
  • Marketing game plan: complete marketing assessment > conduct discovery research > calculate marketing budget > build scorecard > set prime goal values > define and segment audience > profile personas > catalog accelerators > establish milestone > construct the campaign centre > develop the project centre > integrate into a project management system > set up campaign tracking > launch builder and driver campaigns > adapt activities based on performance

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