Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Allflow primarily targets facilities managers, in charge of large commercial buildings who prioritize long-term efficiency and cannot afford downtime.

Audience Type

B2B
Facilities managers, company executives

Industries (if B2B)

Healthcare
University Level Education
Large Office Buildings

Needs – Primary Buying Considerations

Seeking technical knowledge and thorough services
Value efficiency and elimination of potential downtime

Demographics

Age Range: not specified
Gender: not specified
Geography: United Kingdom
Income Level: not specified
Profession: Facilities managers, company executives
Business Size: Large

Psychographics

Lifestyle: Busy, manage complex systems
What they value: Efficiency, Expertise, Reliability
Pain Points: Managing downtime, need for comprehensive services
Buying Behavior: Initial trust built through personal contact and proof of services, leading to long-term relationship
Decision-Making Roles:
Primary Decision Maker: Facilities Manager
Secondary Decision Influencers: Company Executives
Support Roles: not specified

2. My Message to My Target Audience

Refined Elevator Pitch

Allflow is the go-to technical support for facilities managers juggling large commercial buildings. We effortlessly understand and solve root problems, promoting long-term efficiency and uptime. No downtime, no worries.

Understanding Their Pain Points

Dealing with maintenance issues in large commercial buildings
Struggling to ensure no downtime for critical processes
Inefficient use of resources and time due to sporadic service providers

Transformation

Efficient management of building maintenance
Trust and peace of mind knowing Allflow has their back
Time and resources saved with Allflow's comprehensive service

Unique Selling Proposition (USP)

One stop shop for all technical and maintenance needs
In-depth technical knowledge paired with broad service offerings
High-quality, reliable service that outperforms ad hoc providers

Brand Values & One-Liners

'Optimal performance, minimal downtime.'
'Your building's guardian, round the clock.'
'Technical support you can bank on.'

Tone

Allflow's tone is professional, reliable, and reassuring. We make Facilities Managers feel understood, supported, and confident in our abilities to keep their operations running smoothly.

Hero Text Idea

Flag Text: 'Serving the UK'
Main Headline: 'Efficient Building Maintenance, Zero Downtime.'
Sub Headline: 'Offering Facilities Managers unrivalled technical support and a comprehensive range of services, Allflow ensures seamless running of your operations day in, day out.'
CTA: 'Experience Allflow Advantage'

3. The Media I Will Use to Reach my Target Market

Website

Optimize for mobile viewing as Facilities Managers are often on-the-go
Set up Google Analytics to track user behaviours
Use WordPress plugins for lead capturing
Improve SEO with technical terms relevant to the facilities management industry

Social Media

LinkedIn: Share technical insights, case studies and company updates
YouTube: Post technical explainer videos and customer testimonials

Paid Advertising

Google Ads: Target keywords related to facilities management services
LinkedIn Ads: Reach out to Facilities Managers and decision makers in relevant industries

Content Recommendations

Blog posts on efficient facility management techniques
Case studies about successful projects
'How to' guides for managing large commercial buildings

Directories

Get listed on leading B2B directories such as Clutch, Capterra, and Yellow Pages

Partnerships & Outreach

Partner with commercial construction companies for customer referrals
Reach out to industry influencers for webinar collaborations

SEO and Content

Develop a SEO strategy with a focus on long-tail industry-specific keywords
Write SEO friendly blog posts that solve customer pain points

Offline and Local Media

Sponsor relevant industry events
Leverage press releases in local media

Online Events

Regular webinars on managing complex facility systems

Online Networking

Participate in LinkedIn groups relevant to the facilities management industry

Cold Outreach

Email outreach to potential clients in healthcare, education, and large offices

During
(Lead)

1. My Lead Capture System

Lead Magnet

Long-term Efficiency Blueprint: A guide with practical steps to maintain large commercial facilities.
Downtime Calculator: An interactive tool showing potential losses from building downtime and how AllFlow can reduce it.
Case Study Collection: Real stories of how AllFlow helped large buildings increase efficiency and reduce downtime.

Tripwire Offer

Initial System Audit: Low-cost detailed assessment of client's facility to identify potential inefficiencies.
Starter Preventive Maintenance Package: Basic service offer ensuring critical systems are in optimal condition.

Welcome Sequence

Automation triggers upon lead magnet download or tripwire purchase.
Email 1: Thank Lead for download/purchase, introduce AllFlow.
Email 2: Share benefit-rich content relevant to downloaded lead magnet or purchased service.
Email 3: Offer consultation meetings.
Email 4: Share testimonials and successful cases.

Segmentation

Use Hubspot to track lead behaviour and segment based on: industry type, type of lead magnet downloaded, level of engagement.

Chatbot and Automation

Implement a chatbot on AllFlow website to answer basic queries and capture lead details.
Set up automation for follow-ups, reminders and personalized content sharing.

2. My Lead Nurturing System

Marketing CRM

Current platform: Hubspot
Automation capabilities: Email sequences, lead scoring, behavior tracking, segmentation
Recommended improvements: Implement chatbot for immediate customer responses

Sales CRM

Current platform: Hubspot
Pipeline tracking or handoff process: Through Hubspot, track client progress and handoff from sales to customer service
Recommended upgrades: Integrate job scheduling or project management tool for service implementation

Automated Follow-Ups

Types of automations: Welcome sequences post-lead magnet download or tripwire purchase, consultation reminders, personalized content sharing
Frequency: Welcome sequence set for 4 emails sent in the first two weeks

Newsletter

Frequency: Monthly
Topics: Case studies, technical updates relevant to facilities management, AllFlow news
Segmentation: Based on industry type and previous engagement

Retargeting & Ads

Platforms: LinkedIn Ads targeted towards facilities managers, Google Ads using keywords related to facilities management services

Social Media and Content

Posting frequency: Weekly on LinkedIn
Content: Technical insights, customer testimonials, company updates

Webinars and Events

Suggested cadence: Bi-monthly webinars for facilities managers, involving industry experts

Other Nurture Channels

Live chats on website using a chatbot
Personalized SMS reminders for consultations and webinars
Automated email responses based on lead scoring and segmentation through Hubspot

3. Sales Conversion Strategy

Sales Process

Develop a process script for 'boots on the street' to establish initial unitary relationships
Automate follow-ups after enquiry with Hubspot CRM for ongoing relationship building
Map out common friction points in sales journey, devise handling strategies
Implement a Customer Relationship Management (CRM) system for better lead tracking and conversion

Sales Assets

Create a sales script focusing on all-in-one convenience and technical expertise for first-time meetings
Design a visual pitch deck to illustrate Allflow's technical capabilities and range of services
Craft well-detailed proposals tailored to each facility's needs
Create Standard Operating Procedures (SOPs) for consistent service delivery

Testimonials and Case Studies

Create a 'Wall of Love' on website to showcase customer testimonials
Request testimonials from regular customers after successful project completion
Develop detailed case studies showcasing successful solutions and efficiency improvements

Conversion Rate Insights

Track conversion rates through Hubspot CRM
Set an improvement goal of 10% increase in conversion rates over the next 6 months

Urgency and Offers

Create seasonal inspection deals to incentivize services during peak seasons
Implement a 'Fast Mover' discount for customers who sign a recurring service contract within a given time frame

Guarantees and Risk Reversal

Implement a 'peace of mind' service guarantee reassuring of no downtime
Offer free problem-diagnosis for building systems within a warranty period

Shock and Awe

Send personalized thank you note to prospects post first meeting
Offer co-branded facility maintenance checklist as a surprise-value add-on

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email introducing Allflow team and expertise, sent immediately after first contact.
A personal introductory call to better understand the customer's needs and expectations.
Clear next steps for first service, with timelines and key contacts listed.

Communication Cadence

Weekly progress reports emailed detailing work done and upcoming tasks.
Bi-weekly check-in calls to update the customer on progress and answer queries.
Emergency text service for urgent assistance or technical support.

Client Education

A dedicated 'Knowledge Hub' on the website with guides, FAQs, and videos on facility management best practices.
Occasional webinars on timely topics (equipping for winter, energy efficiency, etc.).

Personalized Touches

Handwritten thank-you note after the first service.
Annual check-in gift as a gratitude gesture.
Birthday card sent to the Facilities Manager.

Visuals and Documentation

Comprehensive service reports with before/after photos.
Monthly recap emails with visuals of work done and improvement statistics.

Feedback and Proactive Support

Online feedback form on website and emailed post-service.
Swift follow-up calls on negative feedback, with clear resolution plans.

Guarantee or Promise

'No Downtime Guarantee': if any facility downtime occurs due to our service, next check-up is free.

Operational Excellence

Strict adherence to appointment times, with a promise of punctuality.
Ensuring the team presents itself in branded, professional attire.
Standardized communication training for all customer-facing staff.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Introduce periodical maintenance contracts with renewal incentives
Offer annual contracts with prepay discounts

Upsells & Cross-Sells

Encourage upselling and cross-selling through service packages (e.g HVAC, Electrical, Plumbing)
Offer emergency support services as a premium addition

Bundling & Packaging

Offer tiered service plans based on complexity and size of buildings
Package common services together at a discount to encourage bulk purchasing

Loyalty & Retention Programs

Create a loyalty program that rewards long-term contracts and repeat business
Implement a referral program for customers to refer and earn benefits

Custom Services and Personalization

Offer premium white-glove service tiers that provide faster response times
Provide personalized maintenance plans based on a building's unique needs

Pricing Strategy

Offer discounts for long-term contracts and bulk service purchases
Test value-based pricing models focusing on reducing downtime and increasing efficiency

Customer Data and Insights

Utilize HubSpot CRM for tracking customer habits, identifying churn risks, and spotting upsell opportunities
Gather feedback regularly to identify areas for service improvement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer referrers a discount on their next service contract renewal
Provide referees a free service check-up upon referral

Shareable Assets

Pre-made social posts highlighting the benefits of Allflow’s comprehensive service
Email templates for customers to share Allflow’s services with their professional network

Timing and Triggers

Ask for referrals after successful problem resolution or during service contract renewals
Automate referral request email after notable milestones (e.g., 6 month/1 year client anniversaries)

Client Success Stories

Collect and share testimonials on performance improvements after engaging Allflow

Thank-You Experience

Send handwritten 'Thank-You' notes to top referrers
Host a special event for top referrers, emphasizing their pivotal role in Allflow's growth

Partner or Affiliate Programs

Develop relationships with businesses that complement Allflow’s services
Offer collaborative deals or combined service packages through these partnerships

Allflow

Your 1-Page Marketing Plan is Ready!