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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. Page 1 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. Page 2 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. Page 4