Terms

Marketing Play

What is a Marketing Play?

A marketing play is a strategic action or set of actions designed to achieve marketing goals, similar to strategic moves in sports to win a game. It involves leveraging data, personalizing campaigns, collaborating with sales, and more to drive leads and revenue.

Crafting Effective Marketing Plays

When it comes to generating leads and driving sales, there are several effective strategies that marketing teams can employ. These include:

  • Leveraging B2B intent data to identify in-market accounts and run targeted campaigns.
  • Running highly personalized email marketing campaigns aimed at ideal buyer personas in under-engaged and under-penetrated accounts.
  • Collaborating closely with sales teams to run targeted sales automation and engagement campaigns, ensuring diligent follow-up through email, social outreach, and phone calls.
  • Enriching inbound leads to provide more personalization data points and insights, enabling sales teams to convert leads more efficiently and quickly.
  • Executing pre-event marketing campaigns to drive more leads and ROI from tradeshows.

Examples of Successful Marketing Plays

Let's explore three examples of successful marketing plays that have driven results for businesses:

  1. Leveraging B2B Intent Data: This strategy involves using B2B intent data to identify accounts actively researching solutions in your category or industry. By analyzing behavioral signals, businesses can pinpoint which companies are in the market for their products or services, allowing for a targeted campaign tailored to these in-market accounts. The outcome is more effective engagement and potentially higher conversion rates, optimizing resource allocation and improving ROI on marketing campaigns.
  2. The Platform Play: This approach involves a company at the top of the market thinking broadly about success and value, enlisting others in the industry to help defend its market position instead of going at it alone. It's about getting all market players involved in the company's goals without directly challenging anyone. Successful companies that have utilized the Platform Play have intertwined their success with the success of their whole industry, ensuring long-term market leadership by collaborating with other market players rather than confronting them directly. Examples include DoCoMo and Amazon.
  3. Creating New Products in the Market: Marketing is integral to introducing new products and services by analyzing consumer behavior within the broader economy. It involves not just listening to what people say they want but also innovating in ways that meet unarticulated needs. This approach to marketing and product development has led to significant technological and societal shifts, such as the widespread adoption of automobiles and smartphones, driven by leaders like Henry Ford and Steve Jobs who excelled in creating market-changing products without direct consumer input.

Marketing Plays vs. Sales Strategies

Marketing plays and sales strategies, while distinct, are closely intertwined and complement each other in driving business success. Marketing plays focus on generating leads and creating opportunities in the pipeline through targeted campaigns and leveraging data.

On the other hand, sales strategies concentrate on converting these opportunities into actual sales through direct engagement and follow-ups.

Key Components of a Marketing Play

When crafting a marketing play, there are several key components to consider:

  • Market Assessment: Evaluate your market position, competition, and unique strengths to identify opportunities and challenges.
  • Strategy Selection: Choose the right strategy based on market conditions and your capabilities, such as directly competing with a single competitor, creating a broader ecosystem, or targeting niche market segments.
  • Value Proposition: Develop a clear value proposition and market offering that resonates with your target audience and differentiates you from competitors.
  • Implementation and Adaptation: Execute the marketing strategy, focusing on the chosen competitor or market segment, and be prepared to adapt based on market response and changing conditions.

Other terms

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Remote Sales

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Remote Sales

Sales Quota

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Sales Quota

Sales Forecast

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Sales Forecast

Sales Enablement Technology

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Sales Enablement Technology

After-Sales Service

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After-Sales Service

Sales Lead

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Sales Lead

Process Builder

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Process Builder

Value Chain

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Value Chain

Demand Generation

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Demand Generation

Click-Through Rate

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Click-Through Rate

Sales Sequence

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Sales Sequence

Content Rights Management

Learn about content rights management, including importance of protecting digital assets, & benefits of implementing content rights management.

Content Rights Management

Sales Pipeline

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Sales Pipeline

Content Delivery Network

Learn about content delivery network, including how CDN works, benefits of using CDN, CDN vs traditional hosting, & CDN implementation tips.

Content Delivery Network

Brand Awareness

Learn about brand awareness, including understanding its importance, building an effective strategy, key metrics to track, & examples in the real world.

Brand Awareness

Electronic Signatures

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Electronic Signatures

Hadoop

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Hadoop

Drupal

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Drupal

Representational State Transfer Application Programming Interface

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Representational State Transfer Application Programming Interface

Customer Acquisition Cost

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Customer Acquisition Cost

AI Sales Script Generator

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AI Sales Script Generator

Touchpoints

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Touchpoints

Data Cleansing

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Data Cleansing

Sales Cycle

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Sales Cycle

SDK

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SDK

B2B Leads

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B2B Leads

Loyalty Programs

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Loyalty Programs

Cost Per Click (CPC)

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Cost Per Click (CPC)

Lead Scrape

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Lead Scrape

Triggers

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Triggers

GTM

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GTM

Buyer

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Buyer

No Spam

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No Spam

Multi-touch Attribution

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Multi-touch Attribution

Field Sales Rep

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Field Sales Rep

Sales Engineer

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Sales Engineer

Application Performance Management

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Application Performance Management

CCPA Compliance

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CCPA Compliance

Buying Process

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Buying Process

Sales Pipeline Velocity Formula

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Sales Pipeline Velocity Formula

Operational CRM

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Operational CRM

CRM Data

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CRM Data

Customer Success

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Customer Success

CRM Integration

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CRM Integration

Sales Bundle

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Sales Bundle

Monthly Recurring Revenue (MRR)

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Monthly Recurring Revenue (MRR)

Copyright Compliance

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Copyright Compliance

Statement of Work

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Statement of Work

Google Analytics

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Google Analytics

Functional Testing

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Functional Testing

Target Account List

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Target Account List

Sales Workflows

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Sales Workflows

Data Enrichment

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Data Enrichment

Infrastructure as a Service

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Infrastructure as a Service

Funnel Optimization

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Funnel Optimization

Sales Development

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Sales Development

Sales Pitch

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Sales Pitch

Inventory Management

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Inventory Management

Smile and Dial

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Smile and Dial

End of Day

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End of Day

Website Visitor Tracking

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Website Visitor Tracking

Bounce Rate

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Bounce Rate

Net New Business

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Net New Business

Soft Sell

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Soft Sell

BAB Formula

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BAB Formula

Branded Keywords

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Branded Keywords

Data-Driven Lead Generation

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Data-Driven Lead Generation

Use Case

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Use Case

Sales Intelligence Platform

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Sales Intelligence Platform

LinkedIn Sales Navigator

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LinkedIn Sales Navigator

Sales Enablement Platform

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Sales Enablement Platform

CPM

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CPM

Serviceable Obtainable Market

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Serviceable Obtainable Market

Email Engagement

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Email Engagement

Load Testing

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Load Testing

Voice Search Optimization

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Voice Search Optimization

HTTP Requests

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HTTP Requests

CI/CD

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CI/CD

Sales Automation

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Sales Automation

ABM Orchestration

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ABM Orchestration

Lead Velocity Rate

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Lead Velocity Rate

Batch Processing

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Batch Processing

Return on Investment (ROI)

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Return on Investment (ROI)

Low-Hanging Fruit

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Low-Hanging Fruit

Win/Loss Analysis

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Win/Loss Analysis

Channel Partner

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Channel Partner

System of Record

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System of Record

Lead Management

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Lead Management

Custom API integration

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Custom API integration

WordPress

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WordPress

Ballpark

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Ballpark

Sales Prospecting Software

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Sales Prospecting Software

Mobile Optimization

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Mobile Optimization

Marketing Automation

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Marketing Automation

Tire-Kicker

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Tire-Kicker

Ramp Up Time

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Ramp Up Time

Warm Outbound

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Warm Outbound

Digital Advertising

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Digital Advertising

Ad-hoc Reporting

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Ad-hoc Reporting

Text message marketing

Learn about text message marketing, including its definition, key benefits, strategies, best practices, compliance tips, and examples of successful campaigns.

Text message marketing
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