Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Mid-market to enterprise-level B2B companies, ad agencies, and DTC brands with significant annual revenue and employee counts, seeking comprehensive omnichannel advertising services.

Audience Type

B2B
B2B SaaS companies, B2B financial services companies, B2B fintech companies, mid-sized advertising agencies, Mid-market DTC ecommerce brands.

Industries (if B2B)

SaaS
Financial Services
Fintech
Advertising
Ecommerce (DTC)

Needs – Primary Buying Considerations

Needing to increase brand awareness and online conversions
Looking for high-level expertise in programmatic advertising
Seeking robust reporting and fully integrated ad tech stack

Demographics

Business Size: Mid-market to enterprise companies with $3M+ - $20M+ in annual revenue.
Geography: United States

Psychographics

Value: Precision in audience targeting, omnichannel execution, and robust reporting.
Pain Points: Complexity of managing programmatic advertising compared to other digital channels.
Buying Behavior: Tend to have longer sales cycles (3-6 months), requiring nurturing from MQL to SQL stages.

Decision-Making Roles

Primary Decision Maker: Likely C-Suite or Director-level roles within the marketing teams.
Secondary Decision Influencers: Mid-level marketing or advertising employees.

Secondary Target Market (only if applicable)

Mid-sized creative agencies or full-service agencies with over $3M in annual revenue and over 20 employees.
Mid-market DTC ecommerce brands or DTC retail brands in the CPG or grocery category.

2. My Message to My Target Audience

Refined Elevator Pitch

PrograMetrix provides B2B marketers, ad agencies, and DTC brands with increased brand awareness and improved online conversions through our specialized programmatic advertising, enabling them to scale performance-driven campaigns more effectively.

Understanding Their Pain Points

Struggling to effectively manage complex programmatic advertising.
Current marketing efforts are not scaling or performing as expected.
Difficulty in targeting the audience precisely and generating insightful reports.

Transformation

Scaling performance-driven campaigns rapidly and effectively.
Gaining transparent insights through robust reporting.
Boost in brand awareness and online conversions.

Unique Selling Proposition (USP)

Specialization in complex programmatic advertising.
Offering of on-demand reporting and fully integrated ad tech stack.
Proven track record of building lasting partnerships and delivering measurable impact.

Brand Values & One-Liners

'Turning complexity into success with PrograMetrix.'
'The premier programmatic agency – your partner for measurable impact.'
'Mastering programmatic ads to scale your brand.'

Tone

PrograMetrix speaks with authority, clarity, and confidence. Our goal is to instill trust in our clients, helping them feel empowered and supported in their marketing efforts.

Hero Text Idea

Flag Text: 'U.S. Based Programmatic Specialists'
Main Headline: 'Simplify Your Advertising with PrograMetrix'
Sub Headline: 'Unlock growth and scale your performance-driven campaigns with our specialized programmatic advertising solutions.'
CTA: 'Start Your Transformation Today'

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

Website

Maintain clear positioning highlighting the unique selling proposition and benefits of Programmetrix
Track conversions and events, especially form submissions and download of resources
Ensure a responsive design to cater to both desktop and mobile users

Social Media

Focus on LinkedIn for B2B networking and thought leadership content
Regularly post contract wins, case studies, articles, and webinars
Get employees involved in sharing and liking content to amplify reach

Paid Advertising

Continue with successful channels: Paid search, LinkedIn, and programmatic display
Test Twitter and Reddit advertising for specific B2B segments

Content Recommendations

Develop a robust content plan with white papers, case studies, and webinars focused on programmatic advertising challenges and solutions

Podcasts

Appear on industry-specific podcasts such as 'The Digiday Podcast', 'The EcomCrew Podcast', and 'The SaaS Podcast'

Directories

Join B2B directories such as Clutch, G2, and Salesforce Partner Program

Publications

Publish thought leadership articles on 'B2B Marketing Magazine', 'MarTech Today' and 'AdExchanger'

Partnerships & Outreach

Joint ventures with non-competitor B2B SaaS/Fintech/Data Analytics firms
Speaking engagements at advertising and marketing events

SEO and Content

Implement a solid SEO strategy with keywords focused around 'programmatic advertising', 'B2B omnichannel advertising' etc.
Regularly publish blog posts with the above keywords

Offline and Local Media

Attend industry-specific trade shows and conferences such as Advertising Week America and B2B Marketing Expo

Online Events

Continue with webinars featuring case studies or insights into the programmatic advertising landscape

Online Networking

Engage in relevant LinkedIn groups and forums such as the Programmatic Advertising and B2B Marketing communities

Cold Outreach

Utilize email and LinkedIn for outreach targeting marketing heads of mid-sized to large B2B SaaS, Financial Services, and Fintech firms

During
(Lead)

1. My Lead Capture System

Lead Magnet

'Master Programmatic Advertising' - An in-depth guide for marketers
'Programmatic Campaign Audit' - A free campaign assessment for potential clients
'Advertising Trends Webinar' - An exclusive webinar discussing latest trends in programmatic advertising

Tripwire Offer

'Initial Strategy Session' - A low-cost, 1-hour consulting session with a programmatic expert
'Programmatic Advertising 101' - A low-cost course detailing insights about programmatic advertising

Welcome Sequence

Kick-off email: Share the lead magnet and thank for engagement
Second email: Share some valuable blog posts and introduce PrograMetrix
Third email: Introduce the tripwire offer
Fourth email: A generous discount on a full-fledged campaign audit

Segmentation

Segment leads based on their industry (Financial Services, Advertising, Ecommerce etc.)
Further refine segments based on business size and annual revenue

Chatbot and Automation

Integrate a chatbot on the website to promptly address basic queries
Use chatbot data to feed into the CRM for better leads profiling
Automation in Hubspot: Set up automation to send the welcome emails and nurture leads

2. My Lead Nurturing System

Marketing CRM

Current platform: Hubspot
Automation capabilities: Sending automated campaigns, segmentation, lead scoring
Recommended improvements: Establish a more refined segmentation, implement lead scoring based on level of engagement

Sales CRM

Current platform: Hubspot
Pipeline tracking or handoff process: Leads nurtured to MQL and SQL and progressed through sales stages, from qualification call to sales presentation to proposal

Automated Follow-Ups

Types of automations: Welcome email sequence, follow-up emails after webinar, re-engagement for inactive leads
Frequency or triggers: Welcome sequence triggered by lead magnet sign-up; follow-up emails post-webinar; re-engagement emails if no activity within 60 days

Newsletter

Frequency: Biweekly
Topics or content pillars: Advertising industry insights, Programmatic Advertising best practices, PrograMetrix updates and case studies
Segmentation: Based on industry, business size, and annual revenue

Retargeting & Ads

Platforms and goals: LinkedIn lead ads (generate leads), Google Display Network (boost brand awareness)

Social Media and Content

Posting frequency: 2-3 times per week on LinkedIn
Content type or campaign focus: Thought leadership, industry insights, success stories

Webinars and Events

Suggested cadence: Monthly webinars with partners; quarterly participation in industry events

Other Nurture Channels

Chatbot: Integrated on website to answer basic queries and feed data into CRM
SMS: For event reminders or critical updates

3. Sales Conversion Strategy

Sales Process

Review current sales process: lead nurturing, qualification call, sales presentation, proposal/SOW
Identify friction points that may slow down the process and implement ways to overcome these
Automate follow-up reminders in CRM (Hubspot) to keep leads moving through the sales pipeline

Sales Assets

Maintain a library of on-demand product demos and walkthroughs
Develop a catalog of ready-made proposals and pitch decks tailored for each audience type (B2B SaaS, financial services, advertising agencies, DTC brands)
Prepare objection-handling scripts for budgeting, technology concerns, and service effectiveness

Testimonials and Case Studies

Implement a process for requesting testimonials following successful campaigns
Develop case studies showcasing measurable impact and successful partnerships
Display testimonials and case studies prominently on website, social media, and sales presentations

Conversion Rate Insights

Leverage Hubspot CRM to track and measure conversion rates
Aim to improve conversion rate by 10-20% via process improvements and targeted sales assets

Urgency and Offers

Develop seasonal offers or limited-time discounts to encourage timely action
Communicate urgency through email marketing and social media channels
Incentivize quick decision making with 'fast response' bonuses

Guarantees and Risk Reversal

Offer a money-back guarantee or a free trial period to build trust and remove risk
Clearly detail refund/exchange policies to aid in decision making

Shock and Awe

Send personalized gifts or PrograMetrix-branded materials during proposal stage
Offer free initial consultations or audits to provide immediate value and build relationships

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email from the CEO with a brief introduction to the key engagement team.
A kick-off call with the client to understand their goals, challenges, and opportunities in greater depth.
Clients receive a personalized portal access to the on-demand reporting dashboard.
Provide a roadmap of the client's journey to set expectations and explain the process.

Communication Cadence

Weekly check-in via video calls to discuss campaign performance and optimization strategies.
Monthly comprehensive performance reporting via email.
Quarterly business reviews to focus on strategic planning and growth.
Instant updates via Slack channel dedicated to the client.

Client Education

Conduct monthly webinars on programmatic advertising trends and its implications.
Provide a knowledge hub with guides, FAQs, and video tutorials on platform usage and ad technology.

Personalized Touches

Celebrate yearly anniversary of client partnership with a dedicated social media post.
Send a surprise on the client’s business launch or any significant milestone.
Handwritten thank you note after each successful campaign.
Personalized birthday emails to primary contact persons.

Visuals and Documentation

Comprehensive before-and-after campaign performance reports to illustrate growth.
Creative and data-packed visual reports sent via email.
Consistent documentation of meetings and plans in the client's portal.

Feedback and Proactive Support

Quarterly satisfaction surveys with opportunity to schedule a call for in-depth concerns.
Rapid response team to address any technical issues or campaign roadblocks.
Hubspot-integrated feedback system for ongoing comments and suggestions.

Guarantee or Promise

Promise of full transparency in pricing and campaign performance.
“Satisfaction or re-strategize" policy: if initial strategy doesn't work as promised, we revisit and optimize at no added cost.

Operational Excellence

Strict adherence to deadlines and punctuality in meetings and reports.
Maintaining the professional appearance of communication in all channels.
High-standard communication process ensuring clarity, brevity, and precision.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Design a reward system or discount for clients who renew their contracts early.
Consider introducing an annual planning contract with prepayment incentives.

Upsells & Cross-Sells

Introduce an advanced analytical service as an upsell for deeper insights.
Promote cross-selling by bundling paid social and search services with programmatic advertising service.

Bundling & Packaging

Bundle different services into tiers for better value perception.
Develop a bundle of programmatic advertising services with additional advantages such as premium support.

Loyalty & Retention Programs

Launch a loyalty program that rewards repeat customers with exclusive perks.
Consider a referral program rewarding clients for introducing new customers.

Custom Services and Personalization

Offer customizable programmatic services unique to each client's target audience.
Provide personal account managers for a white-glove service experience.

Pricing Strategy

Provide incentives or discounts for long-term contracts.
Offer a value-based pricing strategy for enterprise clients based on potential advertising spend.

Customer Data and Insights

Use Hubspot CRM for tracking customer interactions and identifying upsell or retention opportunities.
Analyze churn data to identify patterns and develop strategies for retention.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Provide a one-time 10% discount on their next billing cycle for successful referrals.
Offer the referred businesses a 5% discount on their first billing cycle.

Shareable Assets

Create a dedicated referral landing page with an easy-to-use sharing function.
Develop pre-written social media posts, emails, and templates to promote referrals.

Timing and Triggers

Ask for referrals after a successful campaign or when reporting results.
Automate referral prompts to follow major milestones or significant positive feedback.

Client Success Stories

Collect and prominently display customer testimonials on the website and referral landing page.
Use case studies of successful campaigns to promote the referral program.

Referral Contests

Conduct quarterly referral contests with rewards like upgraded services or premium support.

Partner or Affiliate Programs

Launch a 'Key Partner Program' for agencies or similar businesses that can generate bulk referrals.
Provide an affiliate link with performance tracking to B2B influencers for promotions.

Thank-You Experience

Send personalized 'Thank You' videos or notes for each successful referral.
Acknowledge top referrers on the website or in a monthly newsletter.

PrograMetrix

Your 1-Page Marketing Plan is Ready!