Marketing Blueprint

Discovery Calls

Discovery Calls

4-5 Total
Meetings

Cadence

Cadence

Weekly Leading Up to Final Blueprint

Time Line

Time Line

4 - 5 Weeks from Start to Finish

Who Should Attend

  • Ownership / Key Stakeholders
  • Marketing Team
  • Sales / Customer Relationship Managers

What We'll Need from You

  • Google Analytics Access (analytics@oneims.com)
  • Google Search Console Access (analytics@oneims.com)
  • Google Ads Account ID (Provide your account's 10 digit ID for access request)
  • HubSpot Access (hubspot@oneims.com)
  • LinkedIn Ads Account Access (more information to follow if applicable)
  • Facebook Ads Account Access (more information to follow if applicable)
  • Competitor List (with URLs)
  • Existing Keyword Lists (if available)
  • Previous Marketing Materials (i.e. persona documents, competitor profiles, etc.)
  • Informational Materials (i.e. capabilities documents, service offerings brochures, etc.)
01

Call One

Kick-Off Call & Business Discovery

What we will cover

During this initial call, you'll meet the strategy team and provide a general background of your business and overall goals.

Call Length: 1 hour

What we'll discuss:

  • General business overview
  • Business goals
  • Marketing priorities
  • Current and past marketing initiatives

How you can prepare

The questions below are typical questions that our team will ask to get to know your business better during this initial discovery call.

  • What is the history and background of your business?
  • What specific goals (revenue, sales or marketing) are you trying to achieve?
  • How does your business currently generate new business?
  • How many leads and/or new customers do you generate on a monthly basis?
  • Do you have specific product or service priorities?
  • Are there particular markets or verticals that you are looking to focus on?
  • Can you tell us about previous marketing initiatives (successes and failures)?
  • What metrics are important to you and what does success look like for you?
02

Call Two

Your Ideal Customers, The Buyer's Journey &
The Competitive Landscape

What we will cover

During this follow up call, our team will aim to learn about your ideal customers, their journey from prospect to customer, and how you fit in the current market and competitor landscape.

Call Length: 1 hour

What we'll discuss:

  • Your ideal buyer and customer profile
  • Triggers and motivations of your target buyers
  • The competitive landscape
  • Industry insights and forecasts

How you can prepare

Getting to know your ideal customer is critical for developing our strategy. Be prepared to answer questions such as:

  • Who is your ideal buyer? (What are their job titles, job functions, triggers, motivations, and what are they looking for in a partner like you)
  • What is the profile of your ideal customer company?
    (size, revenue, vertical, geography, etc.)
  • What does the sales process look like from a prospect's perspective (from lead to customer)?
  • What does the sales process look like from your perspective (internal sales process)?
  • How long is your sales cycle?
  • What's the average new customer/order worth?
  • Among your competitors, who do you consider your strongest competitor? Why?
  • How well positioned are you in the market?
    (Examples: brand recognition, quality, experience, technology, other)
  • What alternatives do customers have aside from your direct competitors?
  • What hesitations or setbacks do you usually experience during the sales process?
  • How do you currently manage new leads?
  • What nurture programs do you have for existing clients/accounts?
    (i.e. referral programs, upsell initiatives, cross-sell initiatives)
03

Call Three

Optional Call

What we will cover

Depending on our previous conversations, the strategy team may request a third discovery call to clarify information shared or from their own research.

This may include:

  • Clarifying specific data or metrics shared
  • Learning more about your product or service (i.e. attending a demo)
  • Discussing any of the previously shared information in more depth

How you can prepare

At the conclusion of the second discovery call, our strategy team will determine if a third call is necessary. If no call is needed, our team may still reach out to you with questions pertaining to:

  • Access to required items (i.e. ensuring proper permissions or access levels)
  • Offering insights into specific data points (i.e. gap in tracking or missing information)
  • Goal review and campaign alignment (goal attainability and priorities)
  • Upcoming business changes that may impact campaign timing (i.e. rebranding, website redesign, acquisition, etc.)

Marketing Blueprint Presentation

Part 1: Reviews & Audits

Length: 1 Hour

During this first part of our Marketing Blueprint presentation, our strategy team members will walk through findings from our audits of your business' digital presence and review of past marketing initiatives. We'll also cover the overall competitor landscape.

Part 2: The Marketing Plan

Length: 1 Hour

During this second half of our Marketing Blueprint presentation, our strategy team will present the unique opportunities for your business and provide specific recommendations for achieving previously discussed goals. These will include overarching strategies as well as specific marketing channels, tactics and priorities.