marketing channels

Free ebook: Identify Optimal Marketing Channels: Identify and prioritize the best channels for customer acquisition and engagement

This eBook provides a high-level overview of a marketing channel selection process for expansion-stage companies. It is intended for senior executives and project managers to make sense of the wide and complex range of marketing channels that help bring their message to their customers and pinpoint the ones that are most effective at engaging those customers. Those insights will allow your company to strike the right mix of marketing channels and optimize your marketing dollars so that they have maximum impact. Other benefits of identifying and prioritizing marketing channel, include: - Helping to develop finely tuned annual marketing plans - Improving tracking and benchmarking - Gaining insights into competitors’ marketing strategies - Knowing who to hire for future needs - Setting more realistic goals

Table Of Contents

Pg 5 - Chapter 1: The What and Why of B2B Marketing Channels Pg 11 - Chapter 2: Discovering a Universe of Marketing Channels Channel Feasibility Pg 25 - Chapter 3: Prioritizing Marketing Channels and Optimizing Your Marketing Plan Pg 34 - End Note Pg 35 - Appendix

First 3 Pages

GO-TO-MARKET IDENTIFY OPTIMAL MARKETING CHANNELS Indentify and prioritize the best channels for customer acquisition and engagement Table of Contents Foreword .............................................................................................................1 Chapter 1: The What and Why of B2B Marketing Channels ..................2 What Qualifies as a Marketing Channel? ..................................................3 The Business Benefits of Marketing Channel Discovery and Prioritization..........................................4 A Quick Look at the Key Players in the Process ............................................5 Understanding the Prerequisites of Marketing Channel Research ..................................................7 Chapter 2: Discovering a Universe of Marketing Channels .........................................8 Narrowing Your Marketing Channel Focus through Preliminary Research ...........................................9 Preliminary Research Techniques .......................................................................10 Identifying and Grouping Keywords for Web-based Channel Research.............................................11 Generating Keyword Combinations for Online Research ...........................................................13 Generating Hashtags and Short Forms for Your Most Common Keywords ....................................13 Grouping Keywords into Applicable Themes .............................................14 Performing Online Research to Build a List of Prospective Marketing Channels ................................15 Building the Data Collection Plan ...........................................................15 Executing a Web-based Research Process ............................................................16 Removing Junk Data and Channel Duplication .........................................18 Qualifying Marketing Channels by Type, Thematic Relevance, Quality, and Feasibility .......................18 Content Quality and Relevance...........................................................20 Channel Feasibility ....................................................................21 Chapter 3: Prioritizing Marketing Channels and Optimizing Your Marketing Plan .......................22 Identifying Marketing Channel Prioritization Factors and Relevant Metrics ......................................22 Prioritization Across Different Types of Marketing Channels............................................................23 Defining and Managing the Prioritization Data Collection Process ..................................................24 Establishing a Backup Plan to Address Unanticipated Gaps in Prioritization Data ............................24 Applying the Prioritization Scheme to Qualified Marketing Channels ...............................................26 Gathering and Incorporating Feedback ..........................................................27 End Note....................................................................................................31 Appendix .......................................................................................32 Marketing Channel Types ...........................................................................32 Typical Marketing Channel Prioritization Metrics .......................................37 Additional Resources ........................................................41