Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Engineers in a career crossroads, typically technically competent professionals feeling "stuck" in their current path, who wish to evolve towards managerial, strategic, or simply different roles providing greater impact and satisfaction.

Audience Type

B2C
Corporate engineers over 30 with 7-15 years of experience.

Needs – Primary Buying Considerations

Career guidance from an experienced person
Strategies for career advancement and transition
Practical knowledge beyond technical skills

Demographics

Age Range: 30-50
Gender: Predominantly men
Geography: Italy (including those residing abroad)
Income Level: Annual salary between 35,000 - 60,000 Euros
Profession: Corporate Engineers

Psychographics

Lifestyle: Professionals seeking career advancement
What they value: Career advancement, impact, satisfaction
Pain Points: Feeling 'stuck' in their current path, scarcity of career advancement opportunities
Buying Behavior: Reached via LinkedIn or YouTube; initial 20-min intro call; sign contract; make full payment

Secondary Target Market

2. My Message to My Target Audience

Refined Elevator Pitch

INgegneri IN Carriera empowers forward-thinking engineers to redirect, reposition, or grow in their careers. Our bespoke, content-rich masterclasses provide a 360-degree approach to career advancement, leading to more rewarding and strategic roles.

Understanding Their Pain Points

Stagnancy in current roles
Uncertainty on how to navigate career transitions
Inadequate growth and satisfaction at work
Lack of guidance on shifting from technical roles to managerial ones

Transformation

Advance to more strategic, satisfying roles
Gain confidence navigating career transitions
Achieve greater recognition and remuneration
Transition into fast track management roles

Unique Selling Proposition (USP)

Developed by career professionals, for career professionals
25 years of real-world experience distilled into valuable lessons
Structured approach to career advancement, beyond job swapping
Practical, concrete strategies without inspirational fluff

Brand Values & One-Liners

'Advance from Engineer to Leader.'
'Master your Career Path with us.'
'Experience Rich Growth with Every Step.'
'Your Leap from Technical to Managerial Starts Here.'

Tone

Professional, straightforward, and empowering. Our language resonates with engineers and specialists, injecting confidence and inspiring them to take charge of their careers.

Hero Text Idea

Flag Text: 'For Italy’s Determined Engineers'
Main Headline: 'Master Your Career with INgegneri IN Carriera'
Sub Headline: 'Revamp, Realign, and Rejoice. Gain Confidence and Navigate Career Transitions Effortlessly with our Structured Masterclasses.'
CTA: 'Start Your Journey Here'

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

Website

Continue using Framer for website development due to its focus on designer-developer collaboration.
Conduct regular website analytics, track key conversion points (e.g., sign-ups for webinar or free trial).

Social Media

Focus on LinkedIn for professional networking and content sharing. Aim for 3-4 posts per week, featuring client success stories, tips for career advancement, and industry insights.
Use Youtube for informational videos on career development, as YouTube is mentioned in the client acquisition process.

Paid Advertising

Try LinkedIn sponsored content ads targeting engineers in Italy with age between 30-50 years old.
Google Search Ads targeting keywords related to career development for engineers.

Content Recommendations

Success stories of past clients.
Practical career advancement strategies for engineers.
Insights from industry Leaders.

Podcasts

Participate as a guest in career-focused podcasts such as 'Beyond the To-Do List' and Italian podcasts like 'Start2Impact'.

SEO and Content

Focus on SEO keywords like 'career advancement for engineers', 'career guidance for professionals', specific to Italian market.
Regular blog posts addressing career concerns of target market.

Offline and Local Media

Participate in industry events, talk shows in Italy relevant to career development.

Online Events

Run webinars providing career guidance for engineers, possible partnership with educational institutions.

Partnerships & Outreach

Partner with educational institutions or tech firms for webinars or guest lectures.
Reach out to professional associations for engineers in Italy.

Online Networking

Join relevant LinkedIn groups such as 'Ingegneri Italiani.'

Directories

List service in Italian professional directories like PagineGialle under the career coaching category.

Cold Outreach

Use LinkedIn for targeted outreach to prospective clients.

During
(Lead)

1. My Lead Capture System

Lead Magnet

'Career Transition Checklist for Engineers'
Free 15-min 'Career Clarity Call'
Webinar 'Career Advancement Strategies for Engineers'

Tripwire Offer

'Career Advancement Mini-Course' at a discounted rate
Career Strategy Session

Welcome Sequence

Welcome email with details and access to the lead magnet/user account
Follow up email providing more value and hinting at the Masterclass
Third email diving into the benefits of the Masterclass

Segmentation

Segment by career stage (early-stage, mid-career, or late career)
Segment by those who opened/clicked on emails vs. those who didn't

Chatbot and Automation

Chatbot to help visitors identify suitable resources.
Automate email follow-ups to those who showed interest in the masterclass.

2. My Lead Nurturing System

Marketing CRM

Recommended CRM: ActiveCampaign due to its affordable pricing, ease of use, and robust marketing automation capabilities

Sales CRM

CRM recommendation remains the same (ActiveCampaign), as it also offers sales CRM functionalities

Automated Follow-Ups

Post-opt-in confirmation emails for lead magnet and webinar registrations
Abandoned checkout emails for those who initiate but do not complete the purchase of Masterclass or mini-course
Re-engagement emails for inactive subscribers or prospects after 60 days of no interaction

Newsletter

Bi-weekly newsletters
Topics: Career advancement tips, success stories, upcoming webinars/events
Segment by career stage/needs and tailor content accordingly

Retargeting & Ads

LinkedIn sponsored content ads targeting engineers in Italy aged between 30 and 50
Google search ads targeting keywords related to career development for engineers

Social Media and Content

Posting frequency: LinkedIn - 3-4 posts per week
Content should focus on career advice, tips and tactics, client testimonials, and industry trends

Webinars and Events

Monthly webinars providing career guidance and a taste of the Masterclass

Other Nurture Channels

Chatbot on the site to direct new visitors, and answer common queries
SMS: Use bulk messaging service like ClickSend to send SMS reminders for new content, events, or time-limited offers

3. Sales Conversion Strategy

Sales Process

Analyze the current process: LinkedIn/Youtube communication → Initial contact → Inquiry → Introductory call → Offer email → Follow up → Acceptance and payment
Reduce friction by implementing a scheduling tool for the introductory call. The tool should handle time zones and multiple appointments.
Automate the initial inquiry with a form on the website that collects necessary data to customize the offer.
Use CRM for better lead tracking and sales process overview.

Sales Assets

Create a sales script for the introductory calls, focusing on INgegneri IN Carriera's unique selling points and response to common queries and objections.
Establish an email follow-up sequence to nurture leads who have had an introductory call but are hesitating to take up the offer.
Design a professional proposal template outlining the Masterclass details, career growth points, Unique Selling Proposition accolades, testimonials, and next steps.

Testimonials and Case Studies

Leverage testimonials available on LinkedIn. Embed them on the website and in proposals.
Develop detailed case studies of past successful clients demonstrating how the Masterclass helped them in their career advancement.

Conversion Rate Insights

Track conversion rates at each step of the sales process to identify areas for improvement.

Urgency and Offers

Introduce time-sensitive bonuses or discounts to motivate leads to sign up promptly.
Promote the weekly Q&A live session as a feature that is only available for a limited period.

Guarantees and Risk Reversal

Maintain the 2 weeks free trial as the risk reversal strategy, reassuring the leads about the value of the Masterclass.

Shock and Awe

Send personalized emails acknowledging the challenges faced by the prospect and how the Masterclass can address them.

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Personalized welcome email with an overview of their journey and essential steps
Inaugural kickoff call to discuss goals, provide guidance, and ensure comfort in the program
Access to the 'Starter Kit': a PDF with best practices, process details, and important dates

Communication Cadence

Bi-weekly updates via email discussing course progression and relevant industry news
Monthly check-in calls to address queries and evaluate performance against goals
Insights on latest courses delivered through a weekly newsletter

Client Education

Access to a digital library of articles, guides, case studies, and industry research
Monthly webinars on career trends and growth strategies reserved for members
Masterclass-specific FAQs and tutorials available on the platform

Personalized Touches

Birthday email with a complimentary career development e-book
Congratulatory calls or emails on course completion
Handwritten thank you note after their first masterclass, expressing appreciation for their participation

Visuals and Documentation

Provision of comprehensive Career Growth Map after initial strategy call
Career progression report (before, after, milestones) shared quarterly
Video recaps of important course highlights, provided after every masterclass

Feedback and Proactive Support

Regular customer satisfaction surveys to gather feedback
Proactive email check-ins: how are they finding the masterclass? Need any help?
24/7 support center through email and chatbots

Guarantee or Promise

2-week free trial period with 100% refund guaranteed for not satisfied customers
'Master the Career Leap' Commitment: Visible growth and increased satisfaction in 6 months, or free coaching session

Operational Excellence

Strict adherence to the communication schedule
High punctuality in scheduled calls and meetings
Commitment to professional appearance during online interactions
Maintenance of highest standards of respectful communication with clients

Remember, our goal is to make a lasting impression with every touchpoint, maintain consistency, and nurture trust with our clients. We need feedback to constantly improve, and always make them feel valued and heard.

Finally, let's move on to Customer Lifetime Value Agent. We’ll focus on retention and engagement tactics to keep our clients involved, and eventually build a strong community of loyal customers.

Assistant's Final Message: Let's build our strategies and methods in order to maximize the average value of a client over the length of their relationship. It’s all about upselling, cross-selling, and repeat clientele! Can't wait!

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Introduce an annual subscription model with a discounted rate
Offer a renewal bonus, such as a personalized career consultation

Upsells & Cross-Sells

Offer a career advancement package that includes additional resources or more personalized guidance
Cross-sell related courses or workshops

Bundling & Packaging

Offer package deals combining multiple courses at a reduced price

Loyalty & Retention Programs

Create a loyalty program offering access to exclusive content or early access to new courses
Offer completion certificates for courses that can be claimed by returning for advanced levels

Custom Services and Personalization

Offer custom-tailored career advice or one-on-one coaching as a premium service

Pricing Strategy

Incentivize annual commitment by offering a discount on upfront yearly payments
Value-based pricing: set pricing tiers based on the depth and breadth of content

Customer Data and Insights

Implement a system to track user engagement and usage patterns to identify upsell opportunities and potential customer churn

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer a one-time discount on next purchase for both the referrer and the referee
For every 3 successful referrals, offer free access to an exclusive webinar or masterclass

Shareable Assets

Create a unique referral code for each customer to share
Develop engaging social media posts or email templates that customers can share with their networks

Timing and Triggers

Ask for referrals immediately after a successful coaching session when the client is most satisfied
Automated email reminders for referral program 2 weeks after purchase

Client Success Stories

Share success stories/testimonials on social media and encourage clients to do the same
Create a 'success feature' on the website showcasing the achievements of past clients and the impact of referrals

Referral Contests

Organize a quarterly referral contest; the customer with the most referrals gets free access to premium masterclasses

Partner or Affiliate Programs

Partner with related businesses (e.g., recruitment agencies, HR consultants) and offer a commission for each successful referral

Thank-You Experience

Send a personalized thank-you note to the top referrers each month
Top referrers annually get a premium, one-on-one coaching session

INgegneri IN Carriera

Your 1-Page Marketing Plan is Ready!