Created by Shinyclick✦

90 Day Demand Gen Plan

2

Some Notes

Context

This deck is a map of the first 90 days of demand gen work for an early-stage startup. It covers a number of channels and techniques including organic search, paid search, CRO, and ABM.

If this deck is useful, you may also like High-ROI Startup Analytics or an example Paid Search Plan.

Repeat

Referral

✦

✦

✦

General Approach

4

General Approach

Strategy

This plan seeks to balance quick wins for early momentum with high-potential long-term projects.

It focuses on the top and bottom of the funnel to take advantage of a clear value proposition, limited competition, and short sales cycle to build an early lead over potential competitors.

Because a lot can change in 90 days, this deck is a mix of processes and projects.

1. Balance quick wins with long-term projects.
2. Focus on top and bottom of funnel.
3. Process over projects.

✦

✦

✦

5

General Approach

Onboarding

Meet with the marketing team to learn about audiences, past performance, and current campaigns. Identify collaborators for projects and campaigns.

Meet with agencies to learn about current campaigns and work. Use this as an opportunity to (re)set expectations and vision.

Meet with other teams to learn about their priorities, goals, and challenges. Listen to sales calls and talk with Sales/CS to learn more about ICP and sales cycle.

Get access to the martech stack for auditing and performance review.

• Meet with marketing team.
• Meet with agencies.
• Meet with other teams.
• Get access to tools and platforms.

✦

✦

✦

6

General Approach

Agency Management

Align on KPIs and priorities so that everyone has a shared idea of what success looks like and what work is most important.

Communicate progress:

• Set expectations for cadence and format (Slack, email, meetings).
• Share progress, launches, and results internally for visibility, coordination, and inspiration.

Streamline the approval process by giving agencies the resources they need so we’re not a blocker and they can launch projects quickly while maintaining the brand.

• Align on KPIs and priorities.
• Communicate progress.
• Streamline the approval process.

✦

✦

✦

Paid Media

8

Paid Media

30 Days

Audit ads across all channels to evaluate audiences, offers, and creative. Evaluate cost and performance.

Fix technical (incorrect audience or conversion definitions) and non-technical (ad copy and creative) issues that prevent us from showing the right message to the right audience.

Plan campaign updates based on audit findings. Make any immediate budget adjustments and identify opportunities to improve audiences, offers, and creative.

​

​

​

• Audit campaigns.
• Fix immediate campaign issues.
• Plan campaign updates.

✦

✦

✦

9

Paid Media

60 Days

Update campaigns based on audit and audience learnings. Seek to reach decision-makers with timely, relevant CTAs that reflect their problems and priorities.

Support ABM campaigns by taking over management of paid ABM campaigns.

Sign up for paid review site plans and fill out profiles. Launch in-product review solicitation to drive review traffic.

Tip: send intent data from G2/Trustradius to sales team for nurturing.

• Make campaign updates.
• Support ABM.
• Invest in review sites.

✦

✦

✦

10

Paid Media

90 Days

Plan budgets and start forecasting to measure ROI and model lead volume for different budget amounts and distributions. Integrate sales feedback about lead mix to match volume and quality to sales capabilities.

Shift budgets to campaigns that have demonstrated better performance.

Launch a partnership program to drive additional high-quality traffic. These partners may be edtech sites, social communities, or individual influencers.

​

• Plan budgets and start forecasting.
• Scale existing campaigns.
• Launch partnership program.

✦

✦

✦

Web Conversion and Optimization

12

CRO

30 Days

Audit analytics setup with a particular focus on tracking conversion points and values.

Fix configuration issues that would have an impact on data quality or detail.

Review historical data (including analytics and voice of customer) to evaluate visitor behavior, common touchpoints, and path to conversion. Identify opportunities to increase conversion rate and decrease marketing cycle.

Tip: Start a swipe file to track customer motivations, pain points, and relevant quotes/stories.

​

• Audit analytics.
• Fix immediate analytics issues.
• Review historical data.

✦

✦

✦

13

CRO

60 Days

Plan and launch a testing program that prioritizes opportunities based on opportunity and effort.

Early test opportunities include:

• Vertical-specific testimonials.
• Additional social proof such as review badges.
• Including the product video on the demo request page.
• Homepage content download or demo request.

Tip: Add a demo request form to content download thank-you pages and ask for a demo from content delivery emails to capture interest while people are thinking about you.

​

• Plan and launch testing program.

✦

✦

✦

14

CRO

90 Days

Iterate on the testing plan by continuing to launch tests. Share test results internally and find opportunities to apply test learnings across channels.

Later test opportunities include:

• Segmenting the demo request form and content by industry.
• Implementing data enrichment to reduce required fields.
• Use sequential form fields to scale commitment.

Configure CRM and analytics dashboards to monitor landing page performance and flag underperforming assets.

​

1. Iterate on testing plan.

✦

✦

✦

SEO

15

16

SEO

30 Days

Complete a technical SEO audit to identify on-page opportunities such as title tag, meta description, content, and page speed updates.

Plan expanded site map to answer visitor questions about product features, use cases, and resources.

Prioritize content based on customer journey, ICP, competitive environment, and internal and external resources.

Tip: Review SEO and paid search ad terms and reconcile against competitor terms to find content opportunities.

​

• Complete technical SEO audit.
• Fix immediate SEO issues.
• Plan expanded site map.

✦

✦

✦

17

SEO

60 Days

Add new content based on the sitemap plan. Conversion-focused content opportunities include:

• Integration pages to leverage existing search volume from Zoom and other partners.
• “How it works” pages to answer product questions.
• “Who it’s for” pages to describe benefits for different personas.

Segment blog for different audiences and add conversion elements like internal links, resource opt-ins, and post-article CTAs.

• Add new site content.
• Segment blog and add conversion elements.

✦

✦

✦

18

SEO

90 Days

Build backlinks from relevant off-site content to increase rankings and traffic. Backlink opportunities include:

• Edtech tool lists.
• Zoom app marketplace profile.
• Relevant communities on social media and Slack.

Start creating pillar content to attract high-intent traffic and build authority.

Translate website content for international audiences to get additional exposure in target geographies.

Tip: Identify high-intent content and remix for other channels.

​

• Build links.
• Start creating pillar content.
• Translate content.

✦

✦

✦

19

Shinyclick✦