15/03/19

INBOUND ESTABLISHMENT

2

AGENDA

● The timeline

● Output of the project

PRE PROJECT TIMELINE

Week 0 2 4 6 8

Kick off Meeting

Content Audit

BOF Campaign set-up Templates in HubSpot

Workshop: Buyer persona

Integration Meeting

Workshop: Buyer’s Journey

Local opportunities

Technical Setup

Align findings Workshop: Content

SEO & SEM

Lead Scoring first draft

Website analysis

Finalize strategy

Content production av review

Present strategy

Integrations

Estimated blog launch

HubSpot Marketing training session

4

1. KICK-OFF MEETING

Who should join:

Anyone involved in the project (marketing, sales, customer success etc. from all countries).

Topic to cover:

The scope of the project, timeline, what to expect, output

Time & Location:

(Video & On-site in SE)

Outcome:

Overview of the timeline and an idea of how everyone is involved in the project

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2. BUYERS JOURNEY WORKSHOP

Who should join:

Anyone with direct contact to potential or existing clients (sales/csm) and marketing.

Preferably no more than 5 people.

Topic to cover:

Identify every touch point of your customers journey from awareness to post sale, and a brief

discussion on the different personas involved in this journey.

Time and location:

1,5 hour sessions on site / video conference

Outcome: Insight to the buyer’s journey in the different countries. Material for preparation will be

provided, and a clear agenda is set to ensure efficiency. All findings will be aligned and local

variations will be noted.

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3. BUYERS PERSONA WORKSHOP

Who should join:

Anyone with direct contact to potential or existing clients (sales/csm).

Preferably no more than 5 people.

Topic to cover:

Identify your prioritised personas and their challenges, ambition, goals and all relevant

information.

Time & Location:

1,5 hour session on-site

Outcome: 1-2 prioritised personas based on the input from the different sessions. These

personas will then be locally reviewed by all countries.

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6. CONTENT WORKSHOP

Who should join:

Marketing and sales reps with great insight to the market and potential prospects.

Topic to cover:

Identify content that will ensure interest and educate the potential prospects to make an

informed decision to buy EcoOnline’s solutions.

Time & location:

3 hour on-site session

Outcome

A content plan for up to 3-6 months that will be the navigator for content in all countries.

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OUTPUTS

PRE PROJECT

Week 0 2 4 6 8

Kick off Meeting

Content Audit

BOF Campaign set-up Templates in HubSpot

Workshop: Buyer persona

Integration Meeting

Workshop: Buyer’s Journey

Local opportunities

Technical Setup

Align findings Workshop: Content

SEO & SEM

Lead Scoring first draft

Website analysis

Finalize strategy

Content production av review

Present strategy

Integrations

Estimated blog launch

HubSpot Marketing training session

10

OVERALL OUTPUTS FROM THE PRE-PROJECT

Workshops: In-depth insight into which customers that has the biggest potential for

profitability, their behavior patterns, and where and how to communicate with them

Adaptations for local variations uncovered in local workshops

Analysis will give further insight into which channels your customers are using, when

and how they interact with content, which will result in a channel strategy

A strategy document that includes a content plan, plan for distributing and

promoting, SEO and SEM, local adaptations and automation in HubSpot

A blog design which will be optimized for usability and conversions, as well as

adapted to your style guide and new website

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