Designed By and For Small Marketing Departments

Our first goal is for our clients to meet or exceed their marketing revenue targets. A secondary goal is for our clients to understand our market penetration process well enough to create future marketing campaigns without our involvement.

This step-by-step plan was created by one of our clients after watching what we did and reading our guides and training materials. They are a typically small marketing department in which everyone wears multiple hats. For example, the same person that works with the marketing automation platform also writes many of the email messages.

For “Low Scrutiny” Products and Services

Our full 22-step process is designed for medium or high-scrutiny products and services – products that typically involve more than one decision maker and cost enough to require some degree of purchase justification.

Marketing programs for low-scrutiny products that generally cost less and require only one buyer needn’t be so complicated. Even so, we ask our clients to follow our five-phase model for each marketing program:

  1. Research
  2. Design
  3. Build
  4. Deploy
  5. Optimize

Many clients won’t have the time or resources to spend much time optimizing their programs. Instead, they combine phases 4 and 5 (Deploy and Optimize) into a single deployment step that includes testing and some optimization.

Market Penetration Definition

To effectively “penetrate” a market, you need to create sufficient awareness about your product such that prospective customers consider, and then buy your product.

Market penetration begins, but doesn’t end with product awareness. To achieve true market penetration, you’ll need to create a heightened awareness of how your product uniquely satisfies one or more essential needs of your ideal customer.

A Step-by-Step Plan for Effective Market Penetration and Revenue Generation

Project Phases

  1. Research: Qualitative interviews and quantitative survey to understand customer needs and identify the key product differentiators and value proposition.
  2. Design:

    1. Create Outbound Marketing Plan: Segment existing data for highly targeted messages that provide the identified customer needs.

    2. Create Inbound Marketing Plan: Capture leads coming to the website and define relevant messages based on actual user behavior.

    3. Create Lead Nurture Plan: Create a “nurture” flow that addresses the specific problems and pain points of the market and sends relevant messages to leads based on interest (behavior).

    4. Content Development Plan: Identify and create the offers and information necessary to move prospects through the buying process.

  3. Build:

    1. Content: Write/create all the content as defined in the design stage

    2. Marketing Automation: Load everything into the marketing automation system and thoroughly test.

  4. Deploy (and Optimize): Start with subsets of the segmented Outbound data for validation and testing of the programs and deploy the Inbound strategies.

Market Penetration Plan Details

For tracking, they created an Excel spreadsheet, shown below.

You can download a copy of the spreadsheet for Market Penetration Plan for Low Scrutiny Products here

Market Penetration for Low-Scrutiny Products
Market Penetration for Low-Scrutiny Products