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Transcript
Marketing Assets Worksheet
Use this worksheet to assess marketing assets relevant to a specific buyer persona. Complete a separate worksheet for each
buyer persona that you want to influence. If you are using this worksheet in the context of a go-to-market plan, identify the
primary goal you want to achieve with this persona.
Based on your persona research, evaluate each asset and assign it a value that reflects its potential to impact your goals and
messaging strategy for the persona in the first column. In the second column, assign a number that represents your current
investment in that asset. To identify the gap, subtract the value in the "current investment" column from the number in the
"potential for impact" column.
Add other assets that have a high potential for impact on this persona and assets where you are currently investing resources.
You want to compare all resource investments against each other and evaluate their potential to impact the target persona.
To improve your return on marketing assets, assign additional resources to assets that have positive gaps and reduce
resources on assets that have negative gaps.
Buyer Persona:
Select only one
Product :

Grow awareness

Influence purchase decision
POTENTIAL FOR
IMPACT

Retain customer
CURRENT
INVESTMENT
GAP
MESSAGING
Product positioning
Primary message
Marketecture
Partner positioning
Key message
Marketecture
SALES CHANNEL READINESS
(evaluate for each direct and indirect channel)
Sales process aligned to buying process
Sales tools
Brochures/collateral
Technical briefs
Demos
Presentations
Evaluation version of product
 2013 Pragmatic Marketing, Inc. All rights reserved. Clients of Pragmatic Marketing are granted a limited license to use internally, for noncommercial purposes.
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POTENTIAL FOR
IMPACT
CURRENT
INVESTMENT
GAP
ROI or TCO calculators
Training
Buyer persona messaging strategy
Competitive
Product
Technology
Pricing
 2013 Pragmatic Marketing, Inc. All rights reserved. Clients of Pragmatic Marketing are granted a limited license to use internally, for noncommercial purposes.
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POTENTIAL FOR
IMPACT
CURRENT
INVESTMENT
GAP
MARKETING PROGRAMS
Internal thought leadership activities
Conference presentations
White papers (internal or third party)
Topical or persona-based website
Corporate blogs
e-Books
Webcasts
External thought leadership activities
Analyst reports
Media/press coverage
Association publications, conferences
Partner website and other marketing
Other blogs and newsletters
Online direct response marketing
Search engine marketing: organic
Search engine placement: paid
Opt-in email marketing
Landing page content and offer
Other online product marketing
User communities
Webcasts
Off-line direct response marketing
Print mail
Outbound telemarketing
Trade show participation
 2013 Pragmatic Marketing, Inc. All rights reserved. Clients of Pragmatic Marketing are granted a limited license to use internally, for noncommercial purposes.
Page 3
POTENTIAL FOR
IMPACT
CURRENT
INVESTMENT
GAP
Sponsorships
Booth space
Speaking opportunities
Other offline events
Print advertising
Direct response
Brand awareness
OTHER ASSETS
 2013 Pragmatic Marketing, Inc. All rights reserved. Clients of Pragmatic Marketing are granted a limited license to use internally, for noncommercial purposes.
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