The Marketing Classroom: Remote Workshops
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Select a workshop for more details on inclusions and pricing.
Marketing Evaluation & Action Plan
- Survey and documentation intake of current marketing and sales processes, tools, content, website, digital presence, and initiatives.
- 60-minute internal call with key executive stakeholders to discuss existing marketing activities, assets, and business goals.
- Senior-level, Microsoft channel marketing expert review and analysis on the efficacy of your marketing, lead generation, and competitive positioning efforts.
- 60–90-minute delivery consultation that includes a scorecard on primary areas in your marketing operation and lead generation with recommended next steps and action plan.
At the end of this workshop, you will have a 3-6 month recommended action plan to build your digital marketing engine and which priorities to address first.
Marketing Strategy Workshop
- 90-minute, deep-dive interactive workshop with key executive stakeholders to discuss, review, and analyze existing brand/offer positioning, differentiators, initiatives, business goals, marketing funnel, sales funnel, digital efforts, market presence, and more.
- Complete a full evaluation of existing customer buying journey. Website assessment and delivered performance report, including domain authority, traffic, and top pages/content.
- Half-day post-analysis workshop to review and discuss findings, reveal primary market differentiators to emphasize and recommend short and long-range action plans to improve lead gen and market position. (In-person option available)).
- Post-workshop Q&A support on delivered materials.
At the end of this workshop, you will have a recommended 3–6-month marketing action plan, website analysis with prescriptive direction for improvement, directional branding and marketing positioning, a list of lead generation initiatives, and a long-range marketing plan outline.
Developing Content That Converts
- Intake and assessment of existing content library to include in interactive workshop.
- A 90-minute interactive content framework session with key marketing stakeholders and contributors that covers exactly what today’s B2B technology buyer expects in their evaluation process and how to meet them at every step of that journey. We’ll outline and define TOFU, MOFU, and BOFU content and best practices, and then together, we’ll develop content concepts for each phase, specifically for your organization. The session includes examples with existing organizational content and mapping to the customer journey.
- Session will end with the delivery of prescriptive action items/content ideation homework and template for content planning, inventory management, and governance.
- 60–90-minute follow-up session to review content concepts, refine them, and address applying high-level SEO/Keyword attributes so you can leave with a solid foundation for steering and producing strategic content that converts prospects to you.
At the end of this workshop your entire team will have a firm understanding of and effective content mix, how to identify company content gaps, content ideation strategies, a prioritization plan, and template for content planning and management. Your organization will also walk away with at least 5-7 content concepts with SEO conversion strategies for immediate production.
Strategic Narrative and Brand Messaging Foundation
- A 45-60-minute strategic narrative overview session with key stakeholders to set the foundation for understanding the different components that make up a true strategic narrative (Brand DNA), what it serves within your organization, how to begin to develop it, and why it is important.
- 60–90-minute interactive Partner brand messaging and positioning exploration and analysis session.
- Analysis of existing digital brand and market position, including top 2-3 competitor assessment.
- Delivery of drafted Value Proposition, Unique Positioning Statement, and Key Competitive Advantages to cornerstone your brand messaging foundation, along with recommended next steps for further build-out or refinement of your core brand and market positioning.
At the end of this workshop, you’ll have the complete foundational framework for evolving your brand, positioning, and messaging to effectively differentiate in your market(s) and against your top competitors. This includes a drafted UVP, emphasized competitive advantages, and a roadmap for how to incorporate this into existing materials and digital assets.
Campaign Building: Playbook for Success Workshop
- BLOCK 1: A 60-90-minute interactive session with key marketing stakeholders and contributors that covers the critical components of a B2B business technology campaign and the proven, repeatable framework for building one. Includes delivery of campaign template.
- BLOCK 2: A 90-minute campaign brief building workshop, which includes brainstorming of campaign themes, offers, assessment of approach, and practical, strategic development and organization of ideas to help direct the build-out of a specific campaign successfully.
- BLOCK 3 Campaign production and execution consulting services, which includes review and direction on produced campaign assets, supporting content, and launch activities to help facilitate and enable success.
Each session of this workshop can build on itself to provide the entire consulting and oversight for conceiving, organizing, and executing an effective lead generation campaign with a repeatable framework.
Process Mapping and Gap Identification
- A full-day session walking through up to 10 defined processes to establish and record all required steps, dependencies, stakeholders, and assets required in each of the defined processes to identify gaps and opportunities for refinement and improvement.
- Design and Development of PDF process maps (workflows built in Visio) showing all steps with if/then variables included, applications required for completion, documents/assets with travel direction, and assignee(s).
- Analysis and integration of existing Standard Operating Procedures to ensure defined processes reconcile with existing procedural requirements. Gap analysis performed between what is happening vs what is expected to happen.
- 1 review/editing iteration of PDF maps with 1 hour follow-up to provide feedback and complete final versions.
- In-person option available
Following this workshop, you’ll have both a library of the defined process maps, as well as a deeper understanding and insight into the operational workflows, facilitating clear understanding and potential areas for enhancement and optimization.
Core Values and Mission Statement Development
- Series of workshops to help define and refine what is important to you, your business, your employees, and your customers.
- 3-hour (half day) workshop on “Creating Your Mission” which will aid your key stakeholders to define how they see your business today and how they aspire to see it in the future. In this highly interactive workshop, we define and categorize the key terms that will be used to create your Mission Statement and Core Values.
- 1 hour Core Values workshop to refine and approve 3-5 Core Values crafted from the terms and categories in session one.
- 1 hour Mission Statement workshop to refine and approve the Mission Statement crafted from the results of workshops one and two.
- In-person half-day option (“Creating Your Mission” workshop only)
At the end of this workshop, you will have worked through what is truly important to you and your company, and distilled it down into an easy to digest and remember set of written core values with a defined mission statement.