A Simply Strategic Marketing Process
Are you getting a high rate of return on your marketing investment? Maximizing your marketing ROI won’t happen by itself. It requires you to follow a strategic marketing process based on best practices and tailored for your business. Virtual CMO has developed a proven process for non-marketing executives to follow that is simply strategic in its approach. It takes the form of an Executive Marketing Roadmap based on a current state/future state gap analysis that will transform your marketing function into an efficient business-driven process.
The Executive Marketing Roadmap
The Executive Marketing Roadmap is a structured approach for establishing a marketing operation that is buyer-centric, laser-focused and performance-optimized. It incorporates the latest principles of digital marketing in an easy-to-follow framework for messaging, website optimization, content development, demand generation and marketing analytics for tracking continuous improvement.
A Strategic Marketing Process for Successful Demand Generation
The Executive Marketing Roadmap is based on a strategic marketing process built from the ground up for demand generation. After all, the essence of any marketing ROI is an effective demand generation strategy that translates into revenue for the business. The challenge is: How to create and execute a demand generation program that attracts target buyers and motivates them to take action. Whether that’s a first appointment, product trial or purchase decision, the overall goal is to create qualified opportunities for the sales funnel.
An effective strategic marketing process for demand generation must be grounded in messaging that resonates, educates and inspires target buyers. Messaging has to do more than simply articulate your value proposition. It must be crafted as content that is convincing and persuasive. A messaging framework is a blueprint for creating compelling content that optimizes your website and powers your demand generation campaigns to drive revenue growth for the business.
VCMO Demand Generation Model
A Marketing Model to Achieve 5 Critical Success Factors
The Virtual CMO marketing model for demand generation covers 5 critical success factors required for maximizing the marketing ROI. They are built systematically from the ground up to ensure alignment of business goals, messaging strategy and marketing execution. The 5 building blocks are:
- Establish a targeted messaging framework
- Optimize your website to implement messaging
- Create content to fuel demand generation programs
- Execute demand-gen campaigns to feed the sales funnel
- Track analytics and KPIs for continuous improvement
MESSAGING: Build a solid messaging foundation
- Target Market Profile
- Buyer Persona
- Customer Journey
- Sales Triggers
- Competitive Differentiation
- Value Proposition
- Keyword Analysis
WEBSITE: Optimize for maximum performance
- Ensure messaging is accurate & aligned
- Use keywords that optimize SEO traffic
- Create conversion points for lead capture
- Optimize engagement & motivate action
- Turn your site into your best sales rep
CONTENT: Accelerate the buyer’s journey
- Awareness – get your buyer’s attention
- Consideration – educate & inform them
- Decision – motivate buyer action
- Fuel your demand generation campaigns
- Content to accelerate the sales process
DEMAND-GEN: Maximize campaign results
- Optimize inbound marketing campaigns
- Target outbound marketing campaigns
- Feed the sales funnel with leads
- Increase average order value & volume
- Accelerate the sales process
ANALYTICS: Manage continuous improvement
- Align marketing & sales goals
- Make marketing accountable for KPIs
- Continuously improve campaigns
- Realize predictable performance
- Maximize the marketing ROI
Take this 5-Minute Self-Assessment to Find Your Gaps