@Jessie Paul [email protected]

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Certification Module: Connected CMO Module 4

Your Marketing Plan - Jessie Paul Elements of a marketing plan

1 2 3 4 5 6 7 8 9 10

INFLUENCE THOUGHT MEDIA MEDIA CUSTOMER PROMOTION PROSPEC PARTNER MESSAGING R LEADERSHI EVENTS CHANNELS RELATIONS MINING S T MINING MARKETING RELATIONS P The buyer cycle

INITIAL PROBLEM PHASE SHORTLISTING FINAL SELECTION POST-PURCHASE RESEARCH DEFINITION

Industry trends Locations, Best solution Rationalizing Competitor Customised to Referrals Demonstrated purchase Offers Industry Specific competency Add-on Benefits Query 3rd Party Ease of use Solutions Pricing Deepen or Validations Compatibility Relationship with Hand-holding disengage Rankings sales Speed of closure

Solution design Company Testimonials Benchmarks, - Industry - Industry Specific updates Success Stories ROI, Y-o-Y Research Solutions 3rd party reviews Awards savings - Success Stories - Use cases Customer Content Rankings Pricing models - Influencer - Accessibility i.e. testimonials Analyst reports 3rd party Reports contact channels Cross-sales Payment Models verification of Added Benefits Additional value claims

Member Webinars community Tweetchats Roundtables Awards platform Online ads Workshops Advertorials White papers Marketing Product Advertorials Certification Facilitated Case Studies advisory boards Tools Newsletters programs3 connections to Product Customer meet Conferences peer customers Reviews Advocacy Ranking SOURCE: PAUL WRITER RESEARCH, FORESTER, GARTNER program 1. Messaging: Branding House

DIFFERENTIATO R WHYasasaasasa NOT BUY SOMETHING ELSE?

WHY BUY YOUR ORG “WHY BUY ME”

WHAT IS YOUR ORG “WHO AM I?”

Paul Writer 2. Media Channels:

PRINT (STATIC) DIGITAL ACTIVATIONS (IN (DYNAMIC OR PERSON) INTERACTIVE)

EARNED

PAID

OWNED 3. Media relations:What’s an ad? 4. Influencer Relations

ONE One of the of the best apps just got “Where there exists a connection BEST better between the endorser and the seller of the advertised product GREAT, that might materially affect the [[[App developer] family-friendly weight or credibility of the hits another home board game app endorsement (i.e., the connection run with [app being is not reasonably expected by the reviewed]. [[App audience), such connection must developer] be fully disclosed.” does it again! Amazing new game! 5. Customer Mining

- Retention - Advocacy - Cross-sell - Upsell 6. Thought Leadership 7. Promotions

CONTEXT

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8. Prospect Mining

http://www.technoligence.com/ResearchandInsights/ForBusinessLeaders/tabid/103/entryid/12/Lead-Nurturing-Explained.aspx Awareness OR Persuasion

RETARGETING REMARKETING

SAME MESSAGE NEW NEW MESSAGE CHANNELS 9. Partner Eco-system

Expert Advisors

Aggregato Service r Provider

Value Distributio Added n Partner Reseller 10. Events

Image from: Adstronaut / MattBors.com 10. Events What does Paul Writer do?

Paul Writer engages with clients to help them Since 2010, we have develop and manage their outreach to a had the privilege of qualified audience. partnering organisations such as: Our approach is to enable consistent Adobe engagement with the target audience through Cisco multiple connected activities such as tweet Hindustan Times chats, webinars, conferences, roundtables, IBM research, advisory boards LinkedIn Microsoft This approach is ideal when clients have a SAP and more… named wishlist of organisations16 and have specific titles/functions that they wish to connect with We help you manage the B2B buyer cycle

INITIAL PROBLEM PHASE SHORTLISTING FINAL SELECTION POST-PURCHASE RESEARCH DEFINITION

Member Webinars community Tweetchats Roundtables Awards platform Online ads Workshops Advertorials White papers Marketing Product Advertorials Certification Facilitated Case Studies advisory boards Tools Newsletters programs17 connections to Product Customer meet Conferences peer customers Reviews Advocacy Ranking SOURCE: PAUL WRITER RESEARCH, FORESTER, GARTNER program Services Snapshot

Service What Sample Clients Research and workshop approach to Happiest Minds define the marketing problem and devise IBS Marketing Advisory an appropriate response. Includes Microsoft Services positioning programs, community Tech Mahindra outreach, marketing plan design UST Global

Design, build and manage a community Community of users, customers or prospects. This Microsoft Management includes managing online awareness, INDUS (Indian Users of SAP) content publishing and events calendar. Act as an extended marketing Cisco Program Management organization of the client, manage a LinkedIn Office campaign using a larger ecosystem of SAP providers Conferences, Roundtables, curated agendas for conference-in-conference Hindustan Times Online & physical requirements, awards, tweetchats, LinkedIn events webinars, certification programs, Microsoft workshops Video interviews, case studies, research Adobe Custom Publishing & reports, articles, interviews, customer Dell Research newsletters Microsoft All rights reserved. No portion of this presentation may be excerpted or reused without the author’s written permission About Jessie Paul

In 2010, Jessie Paul founded Paul Writer with a vision to raise the bar for marketing in India. Paul Writer offers marketing advisory services, campaign management, and community-as-a-service. Paul Writer is a vibrant marketing community of 30,000 senior executives covering 95% of India’s top firms.

She is a much in demand speaker at business conferences in India and has also spoken at international forums such as Forbes Executive Women’s Forum, USA, Dell Women’s Entrepreneurship Network, Shanghai and most recently at India Conference at Harvard in 2016.

Jessie Paul has two decades of experience as a marketer. She was Global Brand Manager of Infosys, headed marketing for iGATE (now a part of CapGemini) and was Chief Marketing Officer of Wipro Technologies from 2005 - 2009.

Jessie is an independent director on the board of SQS India BFSI Ltd (SQSI: IN) Jessie Paul holds an MBA from Indian Institute of Management, Calcutta a bachelor's degree in computer science and engineering from National Institute of Technology (NIT), Trichy. She is the author of No Money Marketing, published by Tata McGraw-Hill. A self-confessed social media junkie she tweets as @jessie_paul

Read more at https://en.wikipedia.org/wiki/Jessie_Paul

@jessie_paul [email protected]