Martech tooling and services budgeting
As promised, Jeb, below are investments to consider for CueSquared as part of your 2021 budgeting process. Some of the priorities could be a staggered release towards the back half of the year (e.g., webinar platform), while others would be requirements for launching an account-based strategy (e.g., intent data). With DefinitiveHealthcare as a starting point, we can utilize this data to build a TAM for the first half of 2021 regarding the number of accounts, geography, etc. We can then estimate audience sizes and media budgets to forecast the demand generation.
- Marketing automation platform (MAP) ~ $12- $35k/yr
- Hubspot Marketing Hub is fine if we want to leverage your contact for a good deal (otherwise, Pardot is a logical choice as it’s a product of SFDC).
- Reverse IP intelligence data ~$12k/yr
- Understand what account (XYZ hospital visiting CueSquared’s website and enrich across multiple platforms (e.g., Google Analytics, SFDC)
- Intent data ~$25k/yr
- Identify accounts who are researching topics related to CueSquared’s solutions (e.g., Bombora)
- Account-based advertising ~$90-240k/yr
- Depends on the number of accounts targeted
- The primary business objective is to provide brand coverage/awareness for CueSquared’s while sales it attempting contact
- The secondary business objective is lead generation for contributing to marketing sourced pipeline
- Account-based promotion ~ $20-30k
- Direct mail, high-end swag to support high intent, high engagement accounts and pursuits
- Webinar platform ~$20k/yr
- Might be something to consider as you begin to build out different types of content offers
- Multi-media and digital production ~$30-50k
- Video production to support prospect education, including, but not limited to:
- Losing the status quo
- Customer validation (what is my industry colleagues doing to solve this problem?)
- Outsourced BDR Function ~$129k/ yr
- Consider outsourcing the BDR function to help ramp up outbound touches and speedy/thorough follow up of inbound leads
- The data entry would be paired with CueSquared’s SFDC instance
- Can utilize BDR partners contact sourcing, sales engagement tech, and coaching
- Terms are monthly and quarterly agreements per rep
- Convertiv – $180-400k
- Project management and strategy
- Extend the customer experience by launching a new website
- Personalized mini-sites
- Learning management system
- Optimize adverting against target accounts
- Performance reporting
- Marketing automation configuration and execution to support demand
- CRM configuration to support demand waterfall reporting
- Ad creative and copy
Also, I attached the ABM deck for your review. Thanks again for making time to sync up with Tim and me; we both enjoyed the discussion.
Cheers,
CP