Martech Plan

Martech Plan

There is no other business area as profoundly impacted by technology as marketing, this accelerated during COVID and now shooting up with Gen AI.​ At Shiker, we stay on top of the ever-evolving martech stack with both functional and technical angles in mind. ​

We drive a clear prioritised approach so that you get maximum value of higher SQLs (Sales qualified leads) through incremental improvements in your marketing tech stack.

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MARTECH PLAN

CMO as a Service

Our approach on Marketing interventions cover both functional as well as technical areas. We have a marketing experts on our team and along with the support of our technical team we are able to offer the following services in our Marketing engagements


B2B Marketing assessment

Assessment of marketing maturity using a multi-dimensional research framework comprising of: ​

  • Proprietary solution to collect quantified opinions on performance across marketing functions and responsibilities. ​
  • 250 questions​
  • Covering 16 marketing functions

Interim/Fractional CMO

Strategic marketing leadership and services on a temporary or part-time basis, providing ing access to high-level marketing expertise without the need for a full-time, in-house CMO. ​

  • Developing comprehensive marketing strategy aligned with organisational goals​
  • Brand development, algined with target audience​
  • Team development and management​
  • Demand generation target setting, forecasting and execution​
  • Evaluate and recommend marketing technologies and tools​
  • Data analysis, KPI setting, budget and ROI management

End to end Marketing Roadmap package

1. Creation of a predictable and optmised demand generation engine-​

  • Data collection and analysis​
  • KPI definition workshop​
  • Demand generation target setting and forecasting

2. Martech stack roadmap & AI

Evaluation of marketing tools, platforms and technologies used, to deliver alignment with organisational goals and strategy-​

  • Inventory of current tools and platforms, including integration capabilities​
  • Definition of goals and objectives; align with marketing strategy​
  • Performance and ROI of tools​
  • Interviews with users for feedback and satisfaction assessment​
  • Advice on latest AI offerings​
  • Recommendations and roadmap

3. Product marketing

Assessment of available content and identification of content gaps. Collaborating with the marketing team on: ​

  • Content assessment with gap analysis​
  • Content performance analysis​
  • TOFU/MOFU/BOFU content planning workshop.

MARTECH

Case Study

We worked with a B2B SaaS company and after thorough analysis came up with the following recommendations to drive Sales Qualified Leads (SQL):

Recommended Best Practice

Market presence of a SaaS company is typically:

  • Transparent and honest
  • Use case based​
  • Specific (Use less generic jargon)​
  • Self service customer journey
  • Slick and positive ‘moments of truth’ experience for prospects​

Tools

While the current Martech stack is adequate, it is important to ensure the tools are optimally used and linked to each other, with their ongoing effectiveness measure

How to Get There

Website

Current website is under par from a SaaS best practice point of view. There is a plan to implement website 3.0 which will be built on the tenets of B2C, will be dynamic, and contain ‘ungated’ access to most of the content.

Product Marketing

Product marketing plans to produce better content for use cases so that potential customers get relevant information in a slick way. There is a need to better articulate the Orbus Product vision and value to. Moving forward best practice is ‘Product led’ marketing.

Campaigns

Campaigns in place with Pardot, data analysis and integration with Salesforce pending. Must increase focus on lead Nurturing via focused campaigns.