Demand Generation Plan for Hypothesis

CLIENT DETAILS

TYPE: B2B

INDUSTRY: Information Technology and Services

CATEGORY: Consulting

SOLUTIONS / PRODUCTS / SERVICES: Design Sprint, Customer Research, Service Design, Prototype and Test, Proof of Concept, Minimum Viable Product Development, Product Management, Software Engineering, User Experience and Interface Design, Lean-Agile Consulting, Design and Implement Agile Operating Models, Capability Uplift, Investment and Portfolio Management

GOALS

  • To continuously help generate leads for Hypothesis.
  • To help create social buzz and intensify brand awareness everyday.

STRATEGY AND EXECUTION

SCOPE OF SERVICES (In order of priority)

  1. Lead Generation
  2. Social Media Marketing
  3. Supplemental Marketing Activities
  4. Refining the Strategy

We can work independently or as an extension of your team. We can execute all of the services above or you can have us focus on a few or maybe shuffle tasks according to your business needs. The possibilities are endless and you have full control.

ACTIVITIES (HOW WE DO IT)

1] LEAD GENERATION

Task 1 – List Building

We’ll produce a highly targeted list of prospects that are more likely to hire Hypothesis. We’ll scan relevant websites and extract target prospects.

Source Websites:

  • Linkedin
  • job sites like Indeed
  • startup listings
  • Crunchbase
  • Axios
  • other investment news sites
  • TechTarget (paid)
  • other niche sites
  • forums

Web Research and Monitoring – We’ll scan search engine results for keywords like “Software Engineering Firms Sydney” and find all marketing opportunities. We’ll start by asking the question “Where do people go when they are looking for the solutions that Hypothesis provides?” and follow all the trails to grab all opportunities. We’ll forward findings that need to be acted upon by the Head of Marketing.

Initially, we will be targeting prospects from Sydney and then spread out and vice versa. Our primary geo-targets are Australia, New Zealand, UK, Ireland, Canada, and USA.

Primary Target Businesses:

  • Sharing Economy
  • Digitized Hospitality
  • Connected Schooling
  • others

Primary Target Prospects:

  • Chief Technology Officers
  • Chief Information Officers
  • Chief Information Security Officers
  • Engineering Vice Presidents
  • Information Technology Directors
  • others

Task 2 – Engagement Activities

Outreach Emails

Leverage all opportunities found from the activities above. We’ll create and optimize outreach emails designed to convert first touch emails into hot leads.

Sales/Marketing Emails

Successive stages post Outreach stage. We’ll continuously create, develop, and optimize sales and marketing emails to transform prospects into leads.

Phone Follow-ups

We’ll call select leads and move them closer to becoming customers. We’ll also reach out to these leads via Social Media and other channels.

2] SOCIAL MEDIA MARKETING

Tasks:

  • Facebook Marketing – 3 posts/reposts a day
  • Instagram Marketing – 5 stories a day
  • Twitter Marketing – 8 tweets per day. Twitter’s daily tweet limit is 2,400 per day, we should use that to our full advantage. 8 tweets per day is harmless if we use the right #tags.
  • Linkedin Marketing – will regularly post on my Linkedin account (9K+ connections) and will also repost any post from the Linkedin page
  • Medium Marketing – posting informative relevant content
  • Reddit Marketing – promoting to relevant subreddits
  • Quora Marketing – answering relevant questions
  • StackOverflow – answering relevant questions
  • Other Q&A Sites – marketing in sites similar to Quora

Other social media activities include optimizing accounts & pages, building followers & audiences, and posting new content. Will also include regular automation and integration tasks to keep improving the social media marketing operations.

We’ll also reach out via social media to head of large groups, clubs, meetups, societies, etc. and ask them to follow so they can engage and promote posts.

3] SUPPLEMENTAL MARKETING ACTIVITIES

Tasks:

  • Competitor Monitoring and Implementation – checking out similar companies and implementing their marketing best practices
  • Marketing Research – continuously improve (and add more) marketing activities by learning more about the target customers
  • Paid Ads – (optional) we need to be very conservative with paid ads, keeping costs at a minimum and continuously optimizing and only scale afterwards when results pour in, best ad platforms to use are Google Display Network and Facebook Ads.

4] REFINING THE STRATEGY

Track:

We will be creating a custom dashboard so we can monitor the following metrics:

  • number of prospects produced
  • email replies – not interested, not ready (callback/follow-up), opt out, etc.
  • email open rate
  • email click rate
  • number of discovery meetings scheduled
  • social media followers
  • social media posts
  • social media post impressions
  • social media click rates

Analyze:

Understanding the numbers that need to improve and coming up with the best solution ideas to make the existing strategy better. The analysis will be documented and tracked as well.

Implement:

Continuously refine and improve the demand generation operations by implementing the best ideas from the analysis above. The implementation will be documented and tracked too.

ABOUT US

To learn more about us, please view this link: TaskJock Service Team .

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