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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Email Marketing

Email marketing is the act of sending commercial messages, typically to a group of people, using email to promote a business's products or services, incentivize customer loyalty, and enhance brand awareness.

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Inventory Management

Inventory management is the process of ordering, storing, using, and selling a company's inventory, which includes the management of raw materials, components, and finished products, as well as warehousing and processing of such items.

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80/20 Rule

The 80/20 Rule, also known as the Pareto Principle, asserts that 80% of outcomes result from 20% of all causes for any given event.

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A/B Testing

A/B testing is a method for comparing two versions of a webpage or app to determine which one performs better based on statistical analysis.

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ABM Orchestration

ABM Orchestration involves coordinating sales and marketing activities to target specific high-value accounts effectively.

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AI Sales Script Generator

An AI Sales Script Generator is a tool that utilizes artificial intelligence, specifically natural language processing (NLP) and generation (NLG), to create personalized and persuasive sales scripts for various communication channels, such as video messages, emails, and social media posts.

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AI-Powered Marketing

AI-powered marketing uses artificial intelligence technologies to automate and enhance marketing strategies.

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API

An API, or Application Programming Interface, is a mechanism that enables two software components to communicate with each other using a set of definitions and protocols.

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Accessibility Testing

Accessibility testing is the process of evaluating web and mobile applications to ensure they are easily usable by people with disabilities, such as visual, hearing, mobility, and cognitive impairments.

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Account

In a sales, an account refers to a customer or organization that purchases goods or services from a company.

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Account Click Through Rate

Account Click Through Rate (CTR) is a metric that measures the ratio of how often people who see an ad or free product listing end up clicking on it.

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Account Development Representative

An Account Development Representative (ADR) is a specialist who works closely with a company's most important clients to build long-lasting, strategic partnerships.

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Account Executive

An Account Executive is an employee responsible for maintaining ongoing business relationships with clients, primarily found in industries like advertising, public relations, and financial services.

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Account Management

Account management is the daily management of client accounts to ensure they continue to do business with a company, focusing on showing clients the value they can enjoy if they continue to use the company's products or services.

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Account Mapping

Account mapping is a strategic process that involves researching and visually organizing key stakeholders, decision-makers, and influencers within a target customer's organization.

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Account Match Rate

An Account Match Rate is a measure of a vendor's ability to match IPs and other digital signals to accounts, which is essential for account-based sales and marketing.

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Account View Through Rate

Account View Through Rate (AVTR) is a metric that measures the percentage of individuals who watch a video advertisement to the end, providing insights into the ad's effectiveness.

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Account-Based Advertising

Account-Based Advertising (ABA) is a specialized component of Account-Based Marketing (ABM), focusing on targeting and engaging specific high-value accounts with personalized campaigns.

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Account-Based Analytics

Account-Based Analytics is a method and toolset used to measure the quality and success of Account-Based Marketing (ABM) initiatives.

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Account-Based Everything

Account-Based Everything (ABE) is the coordination of personalized marketing, sales development, sales, and customer success efforts to drive engagement with, and conversion of, a targeted set of high-value accounts.

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