Develop your organization to consistently deliver successful products
Great Marketing Plans are aligned with sales and product targets. They are aimed at the right audience with relevant content. The 'GAME-UP' methodology offers a framework to create integrated marketing plans for successful marketers.
GAME-UP | GOAL
Understand the Sales Goals of your company . Know if the focus is on acquiring NEW CUSTOMERS or developping EXISTING CUSTOMERS. Master this per segment and product category
Know your Audience. Who is member of the Decision Making Unit? Who are the influencers your customer consults? What are their concerns? How do they acquire your solutions?
This will determine who to communicate with and the mains messages.
What is the psychological Mindset of your customers towards your products or services? How important is it to them, how attached are they? This determines the tone of voice of your marketing. And how you will approach your audience.
Customers are only open to your communication when they have a need. Needs are triggered by events. Understand what those moments are for your solutions. Build your marketing plan around these trigger events.
This determines when you will communicate.
Based on the Goals set and the Insights gathered, you can determine the Platforms you will use to reach your customers. This can range from physical platforms such as exhibitions or magazines to Search Engine Marketing and Bannering.
Match the platforms with the audience's preferences and the stage in the buyer's journey.
With the elements you have structured, you can now determine for every stakeholder the right content. Link your unique capabilities to pain points and generate your messaging framework. Reflect the information needs in every step of the buyer's journey. Based on this, your creatives can start building your unique content.
Combine all elements in time and per customer segment. Align the moments with your sales and industry cycles. Determine the relevant metrics, implement and execute.