Marketing Plan Checklist

De Álvaro Ortiz
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Acquisition

Organic

  • Keyword analysis (Vertical industries, Use cases)

Performance based

Campaigns for

  • Leads
  • Transactions
  • Partners

Channels (text, display, video, retargeting)

  • Adwords
  • Youtube
  • Linkedin: Ads, Sponsored updates...
  • Twitter Ads
  • Facebook (only for retargeting)


Content

Define content plan/roadmap

Landing pages for lead acq

  • Tool focused: Try CartoDB Editor
  • Verticals
  • Use cases
  • Webinars
  • Case studies
  • White papers
  • Guides
  • Tutorials


Partnerships (brand exposure, user acquisition t/ particular use cases)

Branding (events...)

  • CartoDBeers

PR (stories into media, prescriptors...)

A/B testing

Activation

Onboarding, 1st time experience, task conversion in 1st visit


Retention

Email lifecycle, emails, product features, user support and faqs

Reactivation campaigns of dormant users

Revenue

Increasing usage, Conversion to paid, Upselling


Referal

MGM, WoM, Recommendations



Tools to be used:

  • Chat
  • GAnalytics
  • Mixpanel
  • Optimizely
  • Improvely ?
  • Tool for surveys


  • Adwords
  • Retargetting network ?