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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • CursusMonitor targets complex training institutes with more than 50 trainers and multiple stakeholders, who seek to improve and evaluate their course effectiveness.

Audience Type

  • B2B
  • Key customer segments: Training providers, Educational institutions

Industries (if B2B)

  • Education and Training

Needs – Primary Buying Considerations

  • Automated course evaluation system
  • Real-time insights and analytics
  • Seamless integration with backoffice

Demographics

  • Business Size: Medium to large training providers (more than 50 trainers)

Psychographics

  • Value: Efficiency, insight and measurable impact on learning
  • Pain Points: Lack of real-time insights, cumbersome course evaluation process
  • Buying Behavior: Look for industry-specific solutions, favor trusted software vendors
  • Decision-Making Roles:
  • Primary Decision Maker: Training professionals, heads of training institutes
  • Secondary Decision Influencers: Various stakeholders within the organization
  • Support Roles: IT/Technical staff for API and system integration

2. My Message to My Target Audience

Refined Elevator Pitch

  • BusinessMonitor, through CursusMonitor, provides training institutes with the power to dramatically simplify course evaluations and reveal what makes a real impact in learning. We offer real-time insights with fully automated dashboards that reduce workload and provide invaluable insights.

Understanding Their Pain Points

  • The tedious and inefficient process of manual evaluations
  • Limited insight into what works in their training programs
  • Struggling to measure and showcase their impact

Transformation

  • Seamless course evaluations with clear insights into effectiveness
  • Drastic reduction in manual workload through automation
  • A strong data-backed understanding of their ROI

Unique Selling Proposition (USP)

  • Only relevant evaluation questions used, ensuring meaningful data
  • API integrations streamline processes further
  • Partnership with the best training providers in the Netherlands

Brand Values & One-Liners

  • 'Simplifying evaluations, enhancing impact'
  • 'See what really works with CursusMonitor'
  • 'Less work, more insight'

Tone

  • BusinessMonitor embodies a tone of efficiency and innovation. We want our customers to feel empowered, informed, and confident that they're making the most of their training provision.

Hero Text Idea

  • Flag Text: 'Training Innovators in the Netherlands'
  • Main Headline: 'Unlock the True Potential of Your Training Programs'
  • Sub Headline: 'Automate your course evaluations and discover insights that drive measurable impact with CursusMonitor.'
  • CTA: 'Begin Your Free Trial Today'

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

Website

  • Ensure seamless UI/UX for optimal user experience on Wordpress
  • Implement tracking for key events such as demos booked, free trial signups, and inquiries
  • Focus on a mobile-optimized site considering the widespread use of smartphones

Social Media

  • Focus on LinkedIn given the B2B nature of the business and target audience of training professionals
  • Consider LinkedIn articles, regular posts, and participation in relevant groups
  • Post frequency: At least 2x per week

Paid Advertising

  • Focus on LinkedIn Sponsored Content targeting people in training/education roles
  • Promote free trials and online demos of CursusMonitor

Content Recommendations

  • Create blog content around efficient training evaluation, the value of insights in training, and data-based decision making

Podcasts

  • CursusMonitor could launch its own podcast discussing industry trends, customer stories, and benefits of data-driven training

Directories

  • Enlist in SaaS directories like G2, Capterra for visibility
  • Join local Dutch industry directories to target market

Partnerships & Outreach

  • Continue partnerships with software vendors
  • Explore partnerships with educational institutions, and other training platforms

SEO and Content

  • Optimize website content for relevant search keywords (e.g., 'Automated course evaluation', 'Training evaluation software')
  • Build a blog strategy that focuses on issues about training evaluations and advancements in training software

Offline and Local Media

  • Sponsorship of local industry events/conferences

Online Events

  • Organize webinars on the relevance of effective course evaluation, showcasing CursusMonitor's features

Online Networking

  • Engage with professional forums like StackExchange and eLearning Industry communities

Cold Outreach

  • LinkedIn automated outreach to training professionals with personalized messages
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Course Evaluation Efficiency Checklist
  • Webinar showcasing CursusMonitor features and benefits
  • Interactive ROI calculator showing potential savings and insights gained

Tripwire Offer

  • 30-day trial of CursusMonitor for a limited feature set
  • Discounted first-quarter subscription

Welcome Sequence

  • Welcome email introducing CursusMonitor's key features and benefits
  • Follow up email offering resources such as case studies, blog posts
  • Final email in sequence, a call to action to set up a demo or start a free trial

Segmentation

  • Divide leads based on organization size (small, medium, large)
  • Tag according to their role in the decision-making process (decision-maker, influencer, supporter)
  • Separate those who started a trial but didn’t convert

Chatbot and Automation

  • Implement a chatbot for immediate engagement and FAQs
  • Use CRM automation to segment and score leads
  • AI-driven chatbot can guide website visitors to most appropriate resources or set up a demo

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unlisted
  • Automation capabilities: Unclear from provided data
  • Recommended improvements or replacements: Consider a platform like Hubspot for automation features and strong sales CRM integration.

Sales CRM

  • Current platform: Unlisted
  • Pipeline tracking or handoff process: Unclear from provided data
  • Recommended upgrades: Consider Hubspot if switching Marketing CRM for its integrated sales pipeline functionality.

Automated Follow-Ups

  • Types of automations: Post-opt-in welcome sequence, post-webinar follow-up, free trial reminders
  • Frequency or triggers: Trigger follow-ups post-engagement (signup, webinar, demo booking), weekly during free trials.

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Training insights, new feature releases, case studies
  • Segmentation: Segment audiences by role and company size for targeted content.

Retargeting & Ads

  • Platforms and goals: LinkedIn remarketing, with goal of lead capture for free trials.

Social Media and Content

  • Posting frequency: Twice a week on LinkedIn
  • Content type or campaign focus: Case studies, product features, and customer testimonials.

Webinars and Events

  • Suggested cadence: Monthly webinars on effective course evaluation and showcasing product.

Other Nurture Channels

  • Implement an AI-Driven chatbot on website for instant engagement
  • Leverage CRM for drip email sequences post-demo/consultation

3. Sales Conversion Strategy

Sales Process

  • Continuation of current LinkedIn outreach to target audience
  • Automation of LinkedIn outreach where possible to keep approach scaleable
  • Careful tailoring of demo presentation to address specific needs identified during prior communication
  • Use of automated follow-up emails post-demo to sustain engagement and provide easy next steps

Sales Assets

  • Creation of standardised yet customisable demo presentation deck
  • Development of an objection handling script, covering common concerns such as system integration and ROI
  • Standardisation of project proposal including timeframes and budgets
  • Radical improvement of follow-up emails to address common objections and seal the deal with incentives

Testimonials and Case Studies

  • Solicitation of testimonials post-purchase for use in marketing materials
  • Compilation of case studies highlighting the success and impact of past customers
  • Display of testimonials and case studies on website, social platforms, and sales emails

Conversion Rate Insights

  • Regular tracking and analysis of lead to customer conversion rates
  • Constant improvements on sales process based on data insights

Urgency and Offers

  • Use of time-bound discounts or bonuses to incentivise quick decision making
  • Limited period extended trial for leads in exchange for feedback

Guarantees and Risk Reversal

  • Offer money-back guarantee for customers who aren’t satisfied within the first 30 days

Shock and Awe

  • Sending a branded gift post-purchase to surprise and delight customers, reinforcing their purchasing decision
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email detailing next steps
  • An introductory webinar for new customers
  • Access to a customized dashboard, fully populated with their first course evaluation

Communication Cadence

  • Bi-weekly emails with product updates, new features, and tips
  • Quarterly customer satisfaction surveys
  • Monthly webinars on best practices in course evaluation

Client Education

  • Access to a rich knowledge base with FAQs and how-to guides
  • Short training videos on dashboard navigation and report interpretation
  • Webinars on advanced analytics and deriving actionable insights

Personalized Touches

  • Anniversaries milestone emails with a review of the training evolution over the past year
  • Handwritten note of thanks for every new client signed
  • Birthday cards for the primary contact person

Visuals and Documentation

  • Quarterly impact reports comparing evaluations and improvements
  • Real-time access to visually compelling dashboards
  • Detailed user manuals for all product features

Feedback and Proactive Support

  • Easy feedback submission through the dashboard
  • Automated follow-up emails after feedback submission
  • Proactive reaching out if system detects a lack in user action (e.g., no evaluations in a month)

Guarantee or Promise

  • Risk-free 30-day trial period
  • No long-term contracts, offering flexible cancelation policy

Operational Excellence

  • Punctuality in meeting all promised service levels
  • Maintaining system uptime above 99.9%
  • Regular training for customer support to keep service level at its best

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer early renewal incentives or discounts for CursusMonitor subscription
  • Provide multi-year contracts with substantial savings

Upsells & Cross-Sells

  • Promote upsells: advanced analytics, AI-supported analysis of open-ended questions, ROI calculation modules
  • Cross-sell opportunities with software partners

Bundling & Packaging

  • Create tiered packages: Basic (core product), Premium (with advanced analytics), and Enterprise (includes API integrations and custom features)

Loyalty & Retention Programs

  • Points-based loyalty program where points can be exchanged for free months, consulting hours, or product upgrades

Custom Services and Personalization

  • Premium and Enterprise tiers to include personalized onboarding and dedicated account management

Pricing Strategy

  • Offer discounts for longer-term commitments
  • Introduce 'stretch pricing' for upsells and cross-sells (higher price for added value features)

Customer Data and Insights

  • Leverage CRM for customer behavior analysis and predictive churn analytics
  • Use data to identify upselling opportunities or at-risk accounts for proactive engagement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Free month of service for referrers when their referral signs up
  • 50% off the first month for referees

Shareable Assets

  • Pre-made social posts about CursusMonitor's benefits
  • Email templates for sharing referral codes

Timing and Triggers

  • Ask for referrals after delivering real time insights or successful evaluations
  • Set up CRM to send automatic referral prompts to satisfied customers

Client Success Stories

  • Share case studies showcasing training providers' success with CursusMonitor

Referral Contests

  • Quarterly contests with top referrers receiving premium features

Partner or Affiliate Programs

  • Collaborate with software vendors in the education/training industry to mutually promote solutions

Thank-You Experience

  • Handwritten notes and free service extensions for top referrers
  • Public recognition via social media shout-outs

Take Your Marketing Plan to the Next Level

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