Top of Marketing Funnel Strategy - New Customer Acquisition

Step 1: Short-term traction

Overall Goal: Diversify the current customer base by penetrating new markets and help create a more robust sales pipeline.

Marketing Strategy: Develop a custom prospect database and leverage a multi-channel, multi-touch account-based marketing program to target specific companies.

Tactical Plan:

• Leverage web crawling custom algorithms to generate a custom prospect database that mirrors the ‘DNA’ of the preferred industries and the ideal customer profiles
• Use a Marketing Automation Platform (MAP) to set up and deploy a personalized engagement-based email campaign that positions Versatech as an industry expert and trusted advisor to the prospect
• Leverage tele verification to build a relationship with the prospect and where possible, generate a sales appointment

Step 2: Mid-term Traction

Overall Goal: Generate consistent and in-depth organic end-user engagement on the company website by leveraging organic search algorithms to result in a consistent flow of qualified prospects for Versatech.

Marketing Strategy: Deploy a Search Engine Optimization strategy that positions Versatech as a trusted resource within the industrial automation segment.

Tactical Plan:

• Devise, implement and recalibrate a keyword optimization program
• Leverage on-page optimization best practices to ensure search engine algorithms index the company website
• Weave a contextually relevant eco-system of backlinks that enhance the company’s domain authority within the search engine algorithms
• Continuously analyze and leverage program data to redesign the corporate website for enhanced end-user engagement and optimized conversion rates

Middle of Marketing Funnel Strategy: Customer Retention

Step 3: Short-term Traction

Overall Goal: Convert one-time and infrequent customers to multi-purchasing advocates of the company.

Marketing Strategy: Educate current customers on the company’s overall value proposition and capabilities to expose additional cross-sell/upsell opportunities.

Tactical Plan:

• Deploy an NPS survey to better understand Versatech’s perceived value proposition from a customer’s standpoint
• Categorize audiences into three segments and develop appropriate messaging goals for each audience segment
• Stay top of mind with the customer via a multi-threaded marketing campaign leveraging personalized journeys using SEO, Email, and Tele Verification
• Convert customers by utilizing engagement tracking and scoring across all touchpoints to identify additional sales opportunities. This was accomplished by:
  • Developing and implementing a Marketing – Sales alignment plan to help reduce the customer sales cycle
  • Leveraging engagement tracking and scoring from customer retention plan to identify potential cross-sell/upsell opportunities