Marketing Comms Roadmap
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ObjectiveRevenue streamMain componentsDesired
go-live date
NotesProject briefing doc sent to Neil?Project added to Product backlog (Neil)?Project briefed into biz/pre-planning session?Project added to Sprint backlog (Neil)?Ticket #
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Unplanned Absence campaign: Upsell BSTAcquisitionUpsell BSTMarketo landing page, emailJanWe've agreed that we'll send a one-off email blast from Peninsula's dotmailer account to the refreshed Upsell BST data. It will send people to the Unplanned Absence landing page (copy needs tweaking?) and Sales will follow up all hot leads.
** Chris Wareing and LT Wan are checking the data & Olwyn Smith is checking the email copy
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Unplanned Absence campaign: pop-up overlayAcquisitionNew BusinessPop-up overlay for brighthr.com with integrated Marketo formJanBrief can be found here.YYYY
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Planned Absence campaign: generic copy updateAcquisitionUpsell BSTLanding pageMarSD to supply copy update to SG make the content ever-green.YY
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Shift & Rotas: Bars campaignAcquisitionNew BusinessTBCAprBrief TBC.Y
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30-day FT automation refreshNurtureNew BusinessEmail, plus any content requiredFebMarketing to work with SysOps on reviewing and updating the current 30-day trial logic/content, to boost conversion to active paying.YYYYLiv to speak to Dan
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EAP email to managersRetentionAll active paying customersEmail, web pageon holdSimon to work with Commercial to create initial email to all admin/managers letting them know that we're about to add Shift Planning to the product. If they want to opt out/hide it from their staff, they have until April.NN
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The Future Workforce gated content with funnelAcquisitionNew Business
Marketo landing page, nurture flow
MarHost gated content with RFI linking to new business nurture funnelYY
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Inactive CustomersRetentionAll active paying customersEmailApr
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NSO strategy
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Peninsula resell - onboarding
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Peninsula upsell - onboarding
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New Biz contract - onboarding
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Shift scheduling campaign: HRO migrationAcquisitionHRO migrationMarketo landing page, emailAprHRO customers who fit the shift scheduling profile
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BrightBase restructure and redesignAcquisitionNew BusinessWebMarchRevisit BB structure to accommodate rotas, EAP and any other L1s. Simon to work with Andy and CandidSky.
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New business nurture funnel (inc. 30-day free trial)NurtureNew BusinessEmail, plus any content requiredFebMarketing and Business Systems to scope out a new business nurture funnel, from lead acquisition through to free trial, through to purchase.
New funnel to be planned and built using input from key staheholders around the business (e.g. marketing, sales, service).
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Webinar planAcquisitionNew Business
Marketo landing page, webinar, email
MarMonthly webinar. Topic TBC. Optimise based on previous month's webinar.
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Shift scheduling campaign: Upsell BSTAcquisitionUpsell BSTMarketo landing page, emailAprReplicate Q4 Unplanned Absence campaign with new assets and copy.
Applying any optimisation from the Q4 campaign.
Re-run the segmentation (inc anyone from Q3 and Q4 we want to remail).
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Recycling automation programmeNurtureNew BusinessEmail, plus any content requiredTBCSysOps to scope a 'recycling' nurture funnel and confirm content requirements to Marketing; then build, test and launch 'recycling' nurture funnel after being supplied the content from Marketing.
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30-day FT automation for shift schedulingNurtureNew BusinessEmail, plus any content requiredTBCCreate version of the new 30-day automation cycle for FT conversions via shift scheduling comms
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Retention comms strategyRetentionExisting customers (all active paying)Email, plus any content requiredTBCWe'll need to have a think about what our retention comms strategy needs to look like, for all active paying customers
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WorkLife ebook part 1AcquisitionNew BusinessMarketo landing page, emailTBCHost gated content with RFI linking to new business nurture funnel??
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WorkLife ebook parts 2-4AcquisitionNew BusinessMarketo landing page, emailTBCCreate a schedule whereby we can serve parts 3 to 4 of the Work Life ebook series
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Guru landing pageAcquisitionNew BusinessLanding pageJanAs per Erika's briefYY
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Newsletter - what are we doing with it?
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Webinar programme for product demos
Using Marketo's plug-in. Is it feasible to run a regular product demo, which people sigm up, and we can also drop them into nurture if they don't convert?
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.com homepage
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HRO customers who fit the shift scheduling profile
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ReactivationIs there a non-automation/campaign way that Marketing can support Services
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Shifts to Peninsula BDMApril
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