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Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. We created RACE to help digital marketers plan and manage their activities in a more structured way since we found that many don't have a marketing strategy. To explain and fully define 'What Is Digital Marketing?' we created this popular Digital StrategyA infographic in 2012 and updated in 2015 as shown below. Use our new interactive benchmarking tool to review the capability of your business across each area of the RACE planning framework. The RACE mnemonic summarises the key online marketing activities that need to be managed as part of digital marketing.
There is also an initial phase of PLAN involving creating the overall digital strategy, objective setting and plan, so sometimes members call it PRACE, but we prefer RACE Planning for simplicity. We have defined four steps of engagement across the customer lifecycle, since in online marketing there is a major challenge in gaining interaction, participation with prospects and creating those all-important Leads after the initial customer touchpoint. These interactions, covered in the Act step can take place over several channels and touchpoints such as web, mobile, social media and email contacts, so these leads need separate management from final conversion to online or offline sale through techniques like retargeting and assisted selling.
RACE consists of these four steps or online marketing activities designed to help brands engage their customers throughout the customer lifecycle. We created the RACE Planning system to help give a simple framework to help small and large businesses alike take best advantage of the opportunities available from digital marketing. In our research, we have foundA that, shockingly, many businesses don't have a digital marketing strategy. RACE is a practical framework to help manage and improve results from your digital marketing.
In our 2011 Marketing manifesto we explained that we believe growing business through digital marketing should be based on a sound evaluation and optimisation process using digital analytics showing which marketing activities are effective and which aren't.
Here's an example of our recommended measures in a simpler summary of RACE KPIs which could form a dashboard - the best dashboards show not only volume and how they change through time, but also the quality of visits and the value generated. Many of these KPIs be created from Google Analytics although it needs to beA customisedA for each business to record goal value or revenue per visit. All of our guidance on Smart Insights from our blog posts to detailed guides and templates are structured according to RACE.
Of course, there are many more online marketing activities which are covered in our full sitemap of hub pages. Digital marketing today is not just about your website, and in fact it never has been, partnering with other sites and "swimming with the fishes" has always been important.
But today, the popularity of participation in social media with web users means that how to reach, interact, convert and maintain ongoing engagement of customers through social networks is vital to the success of a brand. Digital channels always work best when they're integrated with other channels, so remember that where appropriate, digital channels should be combined with the traditional offline media and channels. We devised RACE since we wanted to develop our own approach for improving digital marketing and we feel Step 2 is more about initial interactions with a brand and in step 4, customer engagement is a longer-term process. Through 15 years of advising marketers through my books and training I've found that, after time has passed, all that often remains from the course as a takeaway is a framework on which to hang future actions. I’m on my early stages with marketing and would very much appreciate your advice on where to start with digital marketing.
One of my goals in pursuing this training is to be able to apply for certain roles that I can’t get access to at the moment due to my lack of experience in the field. Secondly, I would like to acquire knowledge that I will be able to effectively implement on my career, a hands on approach so as to speak. Lastly, timing and investment are another topic to consider, based on these items, would you recommend IDM or Squared? A brand new marketing is and marketing engineering accessible since makes all the choices that are other seem like the laugh they’re. Currently using this to develop a plan for a new client and finding it incredibly helpful to nail down the right strategy in a logical way. Just writing a placement research project and wondering if you have ever published this framework?
For me, Masters Digital Courses work best for more senior professionals who already have good experience in managing Digital and want to gain a more senior position. I’m assuming your asking about engaging with Twitter+-Facebook+-Linked-In plus your own blog or community.
So you have to develop a compelling proposition for each social media channel (“online value proposition (OVP) I call it in the textbooks) which best fits the channel and the type of person who uses it. At a practical level, you ideally need a run-of-site panel (not just on the home page) explaining your proposition for each or a more general reason to engage and with a clear link to each. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Clipping is a handy way to collect and organize the most important slides from a presentation.
Your Strategic Marketing Plan is an integral part of your overall business plan, and we can help you pull all of the elements together. Based upon years of working with technology companies who were at various stages of strategic planning, Aistrup Consulting developed our own flexible process to help customers define and develop compelling, actionable marketing plans.
We don’t need to re-invent the wheel every time we take on a project—if all you need is a “tune up” on your old plan, we’ll start from there.
We write your plans to meet the specific needs of your audience, whether it’s investors, lenders, Board members or your own management. Take the first step toward making that commitment, and call us today to help you develop an actionable Marketing Plan. Conducted a product line optimization to identify low margin products and refocus business development on high profit segments.
Developed and wrote funding documentation for clients seeking financing and government grants, resulting in over $20 million of SBIR funding and successful private and public financing rounds. Trained Marketing and Sales of a Fortune 50 technology firm in Best Practices including strategy and value proposition development, market analyses, competitive intelligence, product life cycle modeling, pricing strategies and product launches. Clarified the value proposition for a disposable medical device, established a new brand identity and ultimately positioned the product as the new industry standard within two years. Conceived and led strategy development for more than 20 early stage technology companies, resulting in first commercial sales, industry awards such as “Startup of the Year” and funding from SBIR, private and public sources. Strengthened product pricing strategies for management of a renewable energy technology firm, validated with in-depth analysis of competitor financials, distribution, production capabilities, new products and SWOT analyses.
Established an aggressive IP licensing program for a biotech company resulting in the company’s first multi-million dollar license agreement with a Fortune 100 medical device company.


Licensing and royalty revenues increased from zero to over $50M in 5 years, propelling the company to #20 on Fortune Small Business Fastest Growing 200 List.
Managed and negotiated Intellectual Property licenses and agreements with global technology developers in the Printed Electronics industry resulting in two publicly announced agreements. Qualified prospective licensing targets for medical diagnostic technologies, initiated discussions and negotiated terms leading to 3 executed agreements.
This free B2B marketing plan template is an easy to use tool  designed to help you plan your marketing activities by objective. Get StartedBrainrider can help you get better results with a B2B Website update, best practice marketing planning & execution, or a Pardot marketing automation implementation. At its heart, a marketing strategy template answers the question: Why should our customers buy our product (or service) and not our competitors’? For those who want to make their own strategic decisions, this method provides a good vehicle for utilizing time and expertise in a helpful but nonintrusive manner. You will find examples that you may already use in your business activities on a daily basis. You can dip into this site to find particular topics and to make use of the information without necessarily reviewing everything that came before. Ultimately, the value of business and life templates lies as much in the process of creating the chart as in the consumption of its product. This site is not for studying “everything.” Delineating a clear direction is a prerequisite for success. Many frontline and experienced sales professionals suggest using detailed agendas for preparing and managing efficient sales conferences and meeting sessions. For reaching the customer audience the marketing department of your company should know which marketing materials are best for current campaigns and scheduled promotion events. This Marketing Plan template will be helpful to everyone who needs to approach prospective sponsors or investors, as this template provides you with a general review of essential marketing plan elements.
The Know Your Client template (KYC template) is designed to help investment companies to analyze their customers and gather all information necessary for making a decision on providing funds. This Sales Skills Template will show you a list of basic skills for selling, help you learn ways for improving your current sales skills, and also give you several useful tips on how to make your skills more efficient. This Marketing Campaign Template is likely to be a necessary guide for those people who are going to plan a new event for promoting and advertizing a product or service. This sales follow up template is designed to help salesmen who would like to understand basic sales follow up techniques and invent their own methods to retain their customers. This sales forecasting template can be very helpful to those who need to drive sales forecasting as a self-assessment tool for their companies. This sales planning template describes workflow and examples of this process, along with giving some possible solutions.
This sales management template gives you a complete review over the main controls that should be established on the enterprise to ensure effective its sales function. This oral presentation template is an all-round oral presentation guide delivering you appropriate recommendations on how to organize your presentation to make it memorable, comprehensive and methodically correct.
Competitive analysis process is a critical part of your marketing plan because it allows you to find out what makes your product or service unique and how to excel your competitors in more loyal customers. This sales process template is created to help all beginners in sales and all business managers who would like to get their sales process improvement. This marketing event template is designed for all potential marketing event planners who would like to organize and manage arrangements for promoting and advertising their companies, services or products.
Sourcing new sales leads and attracting new customers are two crucial forces that make a company succeeding. Writing a marketing strategy is one of the most challenging and exciting aspects of product development and launching. Commercial organizations conduct various advertising campaigns aimed to involve people in purchasing as much as possible.
Email is one of the most powerful and convenient marketing tools available for small companies.
Creation of proper and strong company’s image is a great opportunity to promote you company on market. In this post, first published in July 2010 and since updated with the a new summary of digital marketing KPIs you should track, we show how you can simplify your measurement and reporting through RACE Planning.
A There's more detail at the end of the post in the infographic and the planning process is explained in detail in our RACE Digital Marketing Planning Elearning - click the link for free access to the first module. When creating a digital marketing strategy, knowing how to structure it and where to start is sometimes the biggest challenge!
We hope RACE gives a structure to help you review and prioritise when there are so many options, but some options work better than others. Ultimately it's about using best practice web analytics techniques to get more commercial value from investments in digital marketing. This diagram shows relevant key performance indicators (KPIs) that should be used at each stage. This is a summary of some of the main activities which our guides, templates and free blog guidance cover - we have created an interactive version of this planning frameworkA where you can click through to relevant sections on this diagram.
At each step in RACE you need to think how social media can help achieve your goals and how you can measure the effectiveness of social media.
A The most important aspects of integration are first using traditional media to raise awareness of the value of the online presences and drive visitors to the website(s) at the Reach and Engage stages.
I was always wondering an easy and targeted way to measure the digital plan, with the RACE KPIA?s one I think I found it. To speed everything up, you should submit your website to the most popular search engines like Google, Yahoo, Bing, etc. For Smart Insights for example we find that the majority of more senior marketing managers subscribe to email so the features in the email reflect that. You can use event tracking in Google Analytics to see which calls-to-action is most popular. Our program isn’t “canned”—instead, we customize how we work with you based on your unique needs and budget.
The workbook includes: prioritizing your marketing objectives, identifying program gaps and opportunities, new programs pick-list and an marketing budget planning worksheet. But you will also find tools that you have never used or that you might not have considered using in that particular context. It will help make the difficult, often impossible job of analyzing and presenting complex ideas and concepts to clients and associates fast, simple, thorough, and inexpensive.


Charting stimulates the development of a deeper understanding of a business and its environment, and it forces the formulation and evaluation of alternatives that would not otherwise be considered. Knowing when to use the available templates is also a key to success, and there is no substitute for the hard work of selecting and using these tools to craft solutions tailored to your company’s unique context and needs. With a help of this effective Marketing Plan template you can study reviews of the sections usually included into a typical marketing plan structure. The following template demonstrates a series of marketing campaign guidelines that help you set goals, develop a strategy and summarize your campaign. Correct sales follow up strategy can bring you more profits by continual process of convincing customer to buy from you again and again. The real value of making forecasts is an opportunity to take an objective look at the future of your business, so that you can recognize how healthy it is and what directions you need to choose for future development.
It is very important for sales planners to be aware of different factors and methods used for this arrangement, so their can reach really in-depth approach through creating multi-level sales strategy taking into account different factors.
This document contains all-round sales management advice on the aspects and activities that you need to take care of regularly. With learning and using oral presentation do and don'ts explained in this document, you will be able to streamline your delivery to match proper timing and to refine content of your presentation in order of making it comprehensive. It is impossible to give a strict sales process step by step plan on all aspects, because there is only a common definition of sales process stages, while each company and each salesman may contribute own vision and experience into sales process design to match many different specifics. The given marketing event plan template contains tips and recommendations that will be helpful in order of organizing and managing any arrangements in the sphere of marketing, including marketing event management, facilities, PR etc.
Salespersons who know how to make sales call opening and closing will lead sales and attract new customers. Use the given below market analysis template to find out how to investigate and analyze your market. The given below marketing strategy template was designed to help marketing professionals and business managers consider this aspect and create an effective marketing strategy plan . Well organized advertising campaign should inspire people to active actions, cause the emotional response and induce them to buy the goods or services. Reach involves building awareness of a brand, its products and services on other websites and in offline media in order to build traffic by driving visits to different web presences like your main site, microsites or social media pages. It's a separate stage since encouraging interactions on websites and in social media to generate leads is a big challenge for online marketers. This is long-term engagement that is, developing a long-term relationship with first-time buyers to build customer loyalty as repeat purchases using communications on your site, social presence, email and direct interactions A to boost customer lifetime value. We hope it will help simplify your approach to reviewing the performance of your online marketing and taking actions to improve its effectiveness. This makes it difficult to know what to report; you have to identify your "critical few" Key Performance Indicators which you report on regularly to review performance and identify problems.
Second, at the Convert and Engage steps stage customers may prefer to interact with customer representatives as part of the buying or customer service process. When I did the analysis to break down digital marketing into 25 activities I was surprised there were some key activities that were gaps from our other resources, e.g.
I am also currently writing a book- which hopefully will be published early next year and am writing to seek your permission to include RACE within it as a marketing framework, naturally with full credits etc.
Each social channel should also cross-promote the site or other channels to keep it integrate and to help your audience on their journey.
It unleashes large amounts of creativity that are so often suppressed by routine and the need to respond to crises.
We will tear ourselves to pieces, trying to go in 100 different directions at the same time, unless we find out what we want most and make that the goal of our supreme effort.
It’ll also give you several valuable suggestions and tips on better sales meeting planning. You can learn this sales follow up template to know some ideas and methods on how to build and develop win-win relations with customers. This sales planning template is composed of several smaller sales planning worksheets covering different topics such as sales planning steps and solutions, components of this process, etc. This sales management template provides you with a list of activities, techniques, basics and metrics used to establish good administrative and directive efforts over the sales team. This oral presentation template explains what skills make you a good speaker, and what aspects you need to focus on. This sales process template gives you the general sales process overview along with practical recommendations.
It involves maximising reach over time to create multiple interactions using different paid, owned and earned mediaA touchpoints.
A It's about persuading site visitors or prospects take the next step, the next Action on their journey when they initially reach your site or social network presence. It involves getting your audience to take that vital next step which turns them into paying customers whether the payment is taken through online EcommerceA transactions, or offline channels.
It can be measured by repeat actions such as repeat sale and sharing content through social media.We also need to measure percentage of active customers (or email subscribers) and customer satisfaction and recommendation using other systems. To help digital marketers structure their thoughts, over the years I've created or been involved with these frameworks too - I hope you find they're useful - that's what we aim for - to make marketing life simpler and more profitable. If you are agreeable, it would be of real added value if you could pen a few lines regarding the framework’s intention and application for small and large businesses alike.
Demonstrating leadership requires the willingness to assess situations, think through the available options, decide on the tools to be used and how to adapt them as needed, and then accept accountability for the decisions made and the results achieved.
For many types of businesses, especially, Business-to-Business, this means generating leads, but it may mean finding out more about a company or its products, searching to find a product or reading a blog post. For example, marketers can firstly use traditional media to raise awareness and drive more site visitors. You should define these actions as top-level goals of the funnel in analytics.Google Analytics Goals can include "Viewed product", "Added to Basket", "Registered as member" or "Signed up for an enewsletter.
This can be sharing of content via social media or customer reviews (strictly, part of Engage).The specific goals and dashboard need to be defined for each business as explained in our Delivering results from digital marketing guide. A It's about engaging the audience through relevant, compelling content and clear navigation pathways so that they don't hit the back button. The bounce rates on many sites is greater than 50%, so getting the audience to act or participate is a major challenge which is why we have identified it separately.



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