Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

MoneySoft is targeting accounting and finance staff and advisors working in small to middle market businesses, specifically those holding CFO, controller, or accounting positions, and business brokers, I-bankers and valuation consultants.

Audience Type

B2B
Small to middle market businesses, business advisors

Industries (if B2B)

Financial services, Corporate Finance, Business Valuation

Needs – Primary Buying Considerations

Productivity improvement
Cost efficiency
High-quality support and training

Demographics

Age Range: Not specified
Gender: Not specified
Geography: United States
Income Level: Not specified
Profession: CFO, Controller, Accountant, Business Broker, I-Banker, Valuation Consultant
Business Size: $1,000,000 to $250,000,000 in revenue

Psychographics

Lifestyle: Professionals seeking to optimize financial operations
What they value: Time efficiency, accuracy in financial reporting and analysis
Pain Points: Time-consuming spreadsheet management, complex financial operations
Buying Behavior: Open to referral and digital ad-driven purchases
Decision-Making Roles:
Primary Decision Maker: CFO, Controller
Secondary Decision Influencers: Staff Accountant, Business Brokers, I-Bankers, Valuation Consultants
Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

MoneySoft provides accounting & finance personnel with time-saving and productivity-boosting software through ditching spreadsheets, empowering them to focus on adding value to their businesses.

Understanding Their Pain Points

Time-consuming spreadsheet management
Existing software is costly and lacks useful features
Difficulty in maintaining financial accuracy and efficiency

Transformation

Streamlined financial processes and increased productivity
Freed-up time, fostering a focus on business growth
Accurate and effective financial management

Unique Selling Proposition (USP)

In-depth knowledge, easy to use, highly affordable
Includes free support, onboarding training, video training library
Stand out with cost-effectiveness and user-friendly software

Brand Values & One-Liners

“Empowering businesses with time-saving financial software”
“Knowledge-rich, user-friendly, and affordable tools”
“Buy-back your time with MoneySoft”

Tone

Our voice is professional, knowledgeable, and clear: a trusted guide for anyone managing finances in the business environment. We aim to convey the sense of ease and efficiency our software can bring to their operations.

Hero Text Idea

Flag Text: Unleashing New potential for SMEs
Main Headline: Streamlining Finance Management with MoneySoft
Sub Headline: Navigate your business growth with efficient, affordable, and user-friendly financial software. Ditch the time-devouring spreadsheets now.
CTA: Try MoneySoft Now!

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

Website

Optimize the website for better conversion, focusing on the unique selling proposition and user testimonials
Continue with Wordpress as it offers extensive customization options and robust features that align well with a SaaS business
Track conversion events like demo requests, call appointments, and purchase completions
Focus on mobile optimization as B2B decision-makers are increasingly using mobile devices for research and purchases

Social Media

Focus on LinkedIn for professional networking and targeted content aimed at decision-makers in the finance industry
Post 2-3 times per week sharing product updates, success stories, and industry insights
Share behind-the-scenes and user testimonial videos

Paid Advertising

Run targeted Google Ads focusing on key phrases related to 'business valuation software', 'financial analysis software' etc.
Launch LinkedIn Sponsored Content to target professionals in the finance industry

Content Recommendations

Blog posts on the benefits of swapping spreadsheets for dedicated software
Case studies on productivity enhancements and positive ROI after switching to MoneySoft

Podcasts

Feature on industry-specific podcasts like 'CFO Playbook', 'Voices in Valuation' and 'Breaking Banks'

Directories

List on B2B software directories like G2, Capterra, and Software Advice
Featured on financial industry directories like 'Broker Dealer Directory'

Publications

Attempt guest posting on financial publications like 'Financial Management Magazine', 'Accounting Today', and 'The Business Finance Magazine'

Partnerships & Outreach

Partner with business consultation firms and financial advisory firms for mutual client referrals

SEO and Content

Optimize website content for SEO focusing on keywords related to 'business valuation software', 'financial analysis software', etc.
Regularly update blog with relevant and keyword-optimized content

Offline and Local Media

Participate in niche trade shows like the 'Small Business Expo', 'Accounting & Finance Show'

Online Events

Host webinars about the benefits of switching from spreadsheets to customized software in financial services

Online Networking

Be active in financial and business-related forums like 'Financial Managers Society Forum', 'Corporate Finance Institute Forum'

Cold Outreach

Target financial decision-makers in small to mid-size companies via personalized LinkedIn messages

During
(Lead)

1. My Lead Capture System

Lead Magnet

'Switching from Spreadsheets to Software: A Complete Guide'
'Financial Efficiency Calculator: See your Potential Savings'
'Insider's Guide to Smart Financial Management in SMEs'

Tripwire Offer

Introductory package with limited features at a minimal cost
Special offer on annual billing for first-time users

Welcome Sequence

Introductory email thanking them for showing interest and their chosen lead magnet
Follow-up email with a soft sell, introducing the tripwire offer
Third email addressing common pain points and how MoneySoft addresses them
Final email with a strong call to action, pushing for the purchase of the main offer

Segmentation

Segment leads by their chosen lead magnet to tailor follow-up communication
Further segment by job title: CFO, Controller, Accountant, etc.

Chatbot and Automation

Integrate a chatbot for 24/7 customer inquiries and lead capture
Automate follow-up and nurturing emails based on lead segmentation

2. My Lead Nurturing System

Marketing CRM

Current platform: Unspecified
Automation capabilities: Ability to segment leads, trigger automated emails
Recommended improvements: Integrate with chatbot for 24/7 customer service and lead capture

Sales CRM

Current platform: Unspecified
Pipeline tracking or handoff process: Website visits, demo requests, follow-up calls, purchase completion
Recommended upgrades: Improve tracking system to monitor lead stage and personalize follow-up communication

Automated Follow-Ups

Post-opt-in: Welcome email sequence outlining benefits and addressing common objections
Post-demo: Personalized follow-up email highlighting key features relevant to demo feedback
Reactivation: Target inactive leads with compelling offers and updated features of MoneySoft

Newsletter

Frequency: Monthly
Topics: Product updates, success stories, industry insights
Segmentation: Based on job titles - CFO, Controller, Accountant, etc.

Retargeting & Ads

Platforms: Google Ads for keyword-based targeting, LinkedIn Sponsored Content for professional targeting
Goals: Drive website traffic, increase demo requests, improve conversions

Social Media and Content

Posting frequency: 2-3 times per week on LinkedIn
Content type: Product updates, success stories, user testimonials

Webinars and Events

Suggested cadence: Fortnightly webinars focusing on the benefits and ROI of swapping spreadsheets for MoneySoft, follow-up emails for attendees

Other Nurture Channels

Chatbot for 24/7 customer service, lead capture, and follow-up
SMS for reminders about demo appointments, follow-up calls, and special offers

3. Sales Conversion Strategy

Sales Process

Optimize website for lead conversion: Clearly display USP, testimonials, product features and benefits.
Formulate a crisp, compelling Call To Action (CTA) to request a demo.
After demo request, automate to send a calendar link for a follow-up call.
Train sales team to focus on alleviating common pain points during the call.
Follow-up call ends with a clearly communicated 'next steps' plan including the initiation of onboarding if closed.

Sales Assets

Create standardized sales scripts focusing on pain points and product benefits.
Design a compelling proposal template highlighting USP, social proof, and ROI.
Develop comprehensive sales SOPs to streamline the process and responses.

Testimonials and Case Studies

Initiate a customer feedback survey post-purchase, with an option for testimonials.
With consent, turn positive testimonials into case studies.
Display testimonials prominently on the website, sales proposals, and social platforms.

Conversion Rate Insights

Implement conversion tracking on the website for demo requests and purchases.
Review and refine sales process based on rate data.
Set the goal to improve lead conversion rate by 15%-20% for the next quarter.

Urgency and Offers

Include time-sensitive trial or discount offers post-demo to encourage quick action.
Send reminder emails with a countdown to offer expiry.

Guarantees and Risk Reversal

Offer a steadfast '30-day money-back guarantee' for risk reversal.
Explicitly articulate this guarantee in sales conversations and on website.

Shock and Awe

Post-purchase, send a thank-you gift (like a branded notebook or a book on financial management).
Prepare personalized onboarding emails.
Offer surprise premiums to early adopters or long-term customers.

I hope these recommendations will serve your business well, refining the lead conversion process and accelerating sales growth.

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Personalized welcome email with resources and next steps
Schedule an onboarding call to walk through the software

Communication Cadence

Monthly email updates on product enhancements and tips
Bi-weekly check-in calls in the first month

Client Education

Access to video training library with new content monthly
How-to guides and FAQs in the support center

Personalized Touches

Celebratory email for client’s first successful quarter with the software
Customized success story documented after the first year

Visuals and Documentation

Quarterly reports highlighting the client’s time saved and productivity gained
Display of before and after scenarios showing software's impact

Feedback and Proactive Support

Use of CRM to monitor software usage and proactively address slowdowns or issues
Regular customer satisfaction surveys and swift reaction to feedback

Guarantee or Promise

No-questions-asked, 30 days money-back guarantee

Operational Excellence

Punctual in planned communication and delivery
Consistency in brand tone and voice in all communication

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer incentive for 2-year subscription with a 25% discount
Introduce early renewal discounts to drive customer retention

Upsells & Cross-Sells

Promote premium services (e.g., personalized consultation, custom report generation) as upsells
Introduce cross-sell opportunities with complimentary software for different financial tasks

Bundling & Packaging

Bundle onboarding and training services as premium packages
Offer all-inclusive high-value packages with added features

Loyalty & Retention Programs

Implement a tiered loyalty program with discounted renewals for higher tiers
Offer value-added services (e.g., advanced training, priority support) based on loyalty level

Custom Services and Personalization

Provide a 'white-glove' service tier offering personal account management
Offer personalization services such as custom software configurations

Pricing Strategy

Offer additional discounts for long-term commitment (3+ years)
Introduce a value-based pricing model, concentrate on the value generated by the software

Customer Data and Insights

Track user behavior to identify growth and churn opportunities
Leverage CRM data to personalize upselling and loyalty incentives

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

10% discount on next bill for referrers.
First-month free offer for referees.

Shareable Assets

Pre-drafted social media posts highlighting the benefits of MoneySoft.
Customizable email templates referrers can use.
Shareable landing page with product demo videos.

Timing and Triggers

Ask for referrals after a successful onboarding process.
Auto-send emails asking for referrals after six months of continued usage.

Client Success Stories

Monthly feature of a successful user story on social media platforms.
Encourage users to share their success stories in exchange for next month free.

Referral Contests

Quarterly "Refer and Win" contests with top referrers getting additional discounts and shoutouts.

Partner or Affiliate Programs

Launch affiliate partnerships with accounting and finance blogs and influencers.

Thank-You Experience

Send personalized thank-you emails to top referrers with virtual gift cards.
Special recognition on social media platforms for top referrers.

MoneySoft

Your 1-Page Marketing Plan is Ready!