- Segmentation, Buyer Personas - 90-day marketing plan - Development and marketing proposal of a product built on the web crawl feature

1. A Marketing Assignment for a
company specialized in Web
Crawling
- Apoorva Gupta

2. Journalist
Jeanne
Owner
Orlando
Market Segmentation : Buyer Personas
Product Manager
Porter

3. Journalist Jeanne
Journalist
Detail Oriented, Deadline driven, Excellent communicator, Highly
Organized
Age: 28years
Sex: Female
Interests: Hollywood, Fashion, Meet-ups, Music,
Roles: Content Writer, Reporter, Journalist
Reports to: Director, Media Giant
Pain Points:
• She doesn’t want to miss any news and wants to stay up-to-date
• It is getting difficult for her to organize data collected from too many sources
• She is not able to collate complete data at once because of which she is losing out time and her content gets
delayed
Goals:
• Be as quick as possible in content gathering and posting
• Cover every information that it trending, also giving a broader outlook of opinions and facts.

4. Product Manager Porter
Product Specialist, E-Commerce
Deadline driven, ROI sensitive, Highly Organized, Amazing
Presenter, Dynamuc
Age: 35 years
Sex: Male
Interests: Technology, Gadgets,
Roles: Team Manager, Product Intelligence, Marketer
Reports to: CEO
Pain Points:
• Collating data of the products from 200+ sites
• Structuring the data to get meaningful insights
Goals:
• Successful Product Launch
• Evaluating the biggest product catalog in a timely manner

5. Age: 40 years
Sex: Male
Interests: Entrepreneurship, Food,
Roles: Operation Manager, Marketer, Finance Manager,
Reports to: None
Pain Points:
• He is not getting repeat customers and is not able to figure out where he is going wrong.
• He has no knowledge about his competitors
• He is time-pressed and spends most of the time managing the workers. He hardly gets time to analyze his
audience and market,
Goals:
• He wants data about restaurants which are catering to similar price range and cuisine in particular geography.
• He wants to do a sentiment analysis of his restaurant.
Owner Orlando
Entrepreneur
Passion driven, Team Player, Hard working,

6. Industry Segmentation
 E-commerce
 Media, Advertising
 Financial Services
 Retail
 Food, Travel & More
 Manufacturing

7. Proposed
Marketing Plan

8. Awareness / Lead Gen
Simplifying the funnel
Standard Marketing-Sales Funnel
Interest
Demo
Evaluation
Purchase
Awareness / Lead Gen
NURTURE
COMMITMENT
Blogging, Webinars Video Lessons, SEO, SEM
Marketing Automation, Access to
free resources, Client reviews and
experiences
Personalised service, upsell
Assumed Funnel for the presented
Marketing Approach /Lead Converts

9. Research
and
Evaluate
Goal
Setting
Frame
Strategy
and
Tactics
Execute
Measure
We can focus on only 1
or 2 personas initially
Need to make effective
lead gen process
Understand the most
effective ROI platform
Create more touch points for your
audience and understand path to
purchase
Optimize results and use the
insights for the next cycle
focusing on all 3 personas
(revised) together
Marketing
Approach

10. Create Buyer
Personas
Week 1 and 2
90 Day Marketing Plan
Client & Industry
Analysis
LinkedIn
Sponsored
Updates
Market
Research and
Buyer Persona
Lead Generation
Measure,
Interact and
Build
Community
Start-up forums
STORYBOARD
Competitor
Analysis
Partnerships with
companies having
similar audience
like Tableau
Story line EDM:
PART 1,2,3
Inbound leads
LinkedIn
Accelerator
Customer Survey Agency Leads
Week 3 and 4
Content Planning
(Need for
Prospects based
on stage of
customer journey)
Discovering
relevant Content
for the buyer
personas
Week 5 and 6 Week 7 and 8 Week 9 and 10 Week 11 and 12
Lead Nurturing
Content Creation
Marketing
Channels
Lead Nurturing
Content Creation
Story line EDM:
CONTENT 4,5
Marketing
Channels
LinkedIn
Sponsored
Updates
Video Case Study
Offerings
INVITE ONLY
Webinars
ETA: Get regular E-Commerce Feeds?
Try Now!!
Offerings
Gated Content
Lead Gen and
Nurturing
Partnerships
Customer Reviews
Offerings
Filter LEADS NEAR
TO BOTTOM
FUNNEL : Offer
LIMITED free
insights about
their business
Measure
Analyze EDM
effectiveness
Refine Buyer
Personas
Rate the marketing
channels
Community
Building
LinkedIn and
SlideShare
Engage
Let the sales team
interact
Sending Momento
Analyze customer
journey
REVISE
Market Research
Suggested ETA:
Want to discuss
your problem??
Lead Generation
Channels

11. Expected Outcomes
 Increase client base by 50% in next quarter
 Increase Awareness and increase lead generation to 50%
 Increase web traffic by 30%
 Increase conversion ratio by 30%
 Understand the marketing behavior considering a single persona and gain insights

12. New Product in
E-Commerce Segment(Optional ;)

13. Product- OPTIMize
Product Features:
 Determines website issues
 Evaluates performance; ability to
compare performance with
equivalent competitors
 Insights which can help improve
SEO
User Pain points:
 80% of web performance can be improved by
understanding 20% of issures
 User experience and dropouts
What’s in for us?
 Huge customer base
 We grab the users at an early stage
because most of the firms would be
in the growing stage.
Features to be included:
 E-commerce standards of website performance and
relative scoring of the present website
 Relative comparison sheet where you can show what
the website lacks and where to improve.
 Schedule tracking based on need

14. Identify the Buyer Persona- Entrepreneur Erie
Lead Gen: Partnerships, Startup Forums, E-commerce Community
Since smaller e-commerce sites start with Facebook, we can do Facebook targeted ads for
the people who run business and connect with them on LinkedIn too to reduce costs
initially
Once the audience is defined, feed them with
• website optimization content
• Papers about high performing e-commerce website
• Create knowledge base (Webinars, white papers)
Responses from CTA’s can be dealt personally with
sales department where they can provide partial
information or an overview about their
performance
Customers down the funnel:
Send Good luck Memento with limited period offer
along with a mailer and a letter hardcopy to their
address
• Collect Customer reviews from the
converts ,endorsements and upsell
• Partner companies reference
• And then slowly capture the e-commerce
giants
Launch the product with an article, with a gated comprehensive whitepaper and track
the audience and understand the interests
Marketing
OPTIMize
Entrepreneur Erie
Age:28
Interests: Fashion, Blogging,
Music, Movies
Pain point:
• Low ROI on SEO.
• Is not able to evaluate her
web performance
• Want to evaluate her
website in comparison to
her competitors websites

15. THANK YOU!!