Unitrends MSP
Marketing Proposal v2.0
Prepared by Green Dot Advertising — May 1st, 2018
Objectives & Marketing Strategy
Support Unitrends MSP with the new product launch by managing digital marketing campaigns aimed at creating awareness among the MSP community, and generating sales leads.
Marketing Strategy:
The primary marketing objective is to create awareness among MSPs and generate sales leads for the new product. To successfully accomplish both goals, a marketing campaign has to convert prospects seeking a BCDR backup solution quickly, while nurturing those who are still learning about the value of BCDR throughout an extended sales cycle.
Green Dot has certified Google Adwords marketers on staff to take over and optimize existing Adwords campaigns. We can A/B test keywords, ad copy and landing page content to dial in the best combination of targeting and creative, as well as integrate tracking for search campaigns with Marketo and Google Analytics.
Integrating email drip campaigns to nurture leads throughout the sales cycle using Marketo is highly recommended. Green Dot has experience with a variety of marketing automation platforms, including Hubspot, Marketing, ParDot and ActiveDemand.
Additionally, existing display retargeting campaigns running on AdRoll can quickly be incorporated into the day-to-day management of your campaigns. We can also expand retargeting to Facebook and other social platforms.
Utilizing Facebook to build a community, create awareness for the new Unitrends MSP product and to generate sales leads is highly recommended. While existing campaigns on Reddit, LinkedIn and Twitter are helpful, Green Dot has been very successful sourcing leads from Facebook for the other clients targeting MSPs in the past.
Producing and promoting weekly or monthly webinars aimed at educating MSPs about the opportunity and how to monetize it by partnering with a third host could also be a productive tactic to generate high quality sales leads. Any email addresses harvested from the webinars can be used to build a custom audience on Facebook, and added to email marketing campaigns. Green Dot and Unitrends MSP should discuss how to administer this kind of effort and agree on scope. No pricing is currently included in this proposal.
Fresh new content on a monthly basis will be supplied largely by the client. Unitrends MSP will supply blog content, white papers and product marketing direction for promotions, packages and overall product positioning in the market. Green Dot can assist as requested on a project basis.
Monthly account servicing includes a monthly call with the client to discuss and finalize the content calendar for the upcoming campaigns. Green Dot will setup tracking for any ad campaign we manage to facilitate robust reporting at the end of each month. Where possible we will setup live dashboards in Marketo or Google Analytics, and review the monthly report with the client.
Landing Pages
Landing Pages
Design and develop custom landing pages to support the digital marketing campaigns.
Three landing pages are recommended to test the effectiveness of a variety of pitches, using different headlines, images and featured benefits. We propose:
- Product
- Solution
- Opportunity
The landing pages are quoted as a custom site coded for the WordPress platform and includes a content management system (CMS) to allow the client to add and edit content such as photography and page copy without html coding.
The landing pages will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Website Content Outline
- ProductHeader - demo sign up
BCDR that Just Works
All in One Solution
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CTA - Get a Demo
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Cloud Portal
Reporting
Appliance
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CTA - Get a Demo
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Footer - SolutionHeader - demo sign up
Why Cloud is Not Enough
Hours vs. Days
Be Ready for Any Disaster
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Client Testimonial Videos
CTA - Get a Demo
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Overview Video
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Expand your Offerings
Reduce Costs
High Margin, Low Maint. Service
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CTA - Get a Demo
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Footer - OpportunityHeader - demo sign up
Expand your Offerings / New Opportunity
High Margin, Low Maint. Service
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Client Testimonial videos
CTA - Get a Demo
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Reduce Costs
Pricing that makes sense for MSPs
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CTA - Get a Demo
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Footer - Terms & Conditions
Includes the Following:
- Account service
- Copywriting
- Design & layout
- (2) sets of revisions
- Custom development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
Google® Adwords
Google® Adwords
Search marketing is the best way to step in front of existing demand and drive highly qualified leads at a predictable cost.
Google AdWords allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. A Google AdWords certified marketer can help you write targeted ads that cost less than your competitors are paying by optimizing each part of your campaign.
We address all three components of the search marketing puzzle – keywords, ad copy and landing page content. By addressing all three aspects, we can turn the right dials to optimize your results. To make sure nothing slips through the cracks we add phone call tracking to the mix to ensure you’re in the know about every aspect of your search marketing efforts.
Includes the Following:
- Keyword research and competitive analysis
- Ad copywriting
- Campaign setup including targeting and restrictions
- A/B testing of ads
- Campaign management and optimization
- Conversion tracking and reporting (incl. phone call tracking)
Retargeting Display Ads
Retargeting Display Ads
Digital display ads are used to retarget all prospects who visited your website but did not complete the desired action. These display ads can be shown to visitors from all traffic sources. The retargeting ads run on a wide network of websites that support display advertising and “follow” your prospects from site to site as the browse the net, giving you a second and third opportunity to close the deal.
Green Dot can take over and manage existing campaigns on AdRoll, design new banner ad creative and introduce additional retargeting channels through Perfect Audience or Facebook retargeting.
Includes the Following:
- Account service
- Copywriting and concept development
- Design of banner ad creative
- Campaign management and optimization
- Tracking and monthly reporting
Email Marketing
Email Marketing
Green Dot recommends an automated email drip campaign segmented by the type of lead that engages with an ad campaign.
When a prospect downloads content from the Unitrends MSP website they will be subscribed to a “warm up” and “awareness focused” email drip campaign that presents the problem, solution and revenue opportunity.
Whereas when a prospect inquires about a Demo, a more aggressive email drip campaign will be triggered to follow up on their inquiry and support the sales team to ensure the live demo is actually scheduled.
- Content Drip – 10 emails
- Demo Drip – 5 emails
- General promo / Info email template
Includes the Following:
- Write, layout and code a series of fifteen (15) emails for a total of (2) segments
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – (1) email per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting (incl. phone call tracking)
Analytics & Reporting
Analytics & Reporting
Green Dot ensures you know how your campaigns are performing at all times. This engagement includes setting up tracking for all campaigns managed by the agency in Marketo and / or Google Analytics.
In addition, Green Dot publishes a monthly report detailing all of the key metrics for your campaigns, as well as the performance of the leads throughout your sales pipeline (if a CRM is integrated) and reviews the results with you by phone and screen share.
Includes the Following:
- Ongoing campaign tracking and analytics
- Live campaign dashboards
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- Call Tracking Metrics – phone call tracking
- Marketo – email performance
- Monthly campaign KPI reporting
- Monthly account review
Media Spend & Management Fees
Media Spend & Management Fees
How much you spend on media every month is totally up to you. The more you spend, the greater your reach and frequency. Green Dot provides recommendations and guidance based on campaign performance and objectives, while allowing clients to adjust their budgets as needed.
Green Dot does not bill clients for media insertion, or require a minimum budget. Instead, we only invoice for media planning and campaign management. We manage and execute the media buys, create all ads, a/b test the ads, optimize your monthly spend (we may suggest increasing / decreasing the budget allocation depending on a channel’s performance) and report on the results.
All media expenditures are the responsibility of the client and are billed directly to the client by the media vendor or advertising platform. This approach creates pricing transparency and trust, while allowing media budgets to be adjusted as needed.
Green Dot includes these media management services at no additional charge with your marketing retainer up to the specified monthly threshold. Scaling the media buy beyond this baseline triggers a media management fee of 12% applied only to the net new spend above the included monthly threshold.
Services Summary & Pricing
Services Summary & Pricing
Landing Page Development
Includes the following services:
- (3) Landing Pages
- Account service
- Copywriting
- Design & layout
- (2) sets of revisions
- Custom development & programming
- Setup custom site design in WordPress CMS
- Website setup on hosting account
$4,500
Email Drip Creative & Workflows
Includes the following services:
- Account Service
- Copywriting – 15 emails
- Visual concept development
- Layout and development – 15 emails
- Upload / setup in Marketo
- Testing for various email browsers
$4,750
Campaign Setup
One-time campaign setup fee includes:
- Google Analytics set up
- Review existing campaigns on Google, LinkedIn, & Twitter
- Facebook audience profiling
- Keyphrase research and new Adwords creative
- Update branding for social channels
- Setup ad tracking in Marketo
- Setup email drip workflows in Marketo – 15 emails
- Design & code promotional email template
- Phone call tracking setup
$6,000
Digital Marketing Services
Your marketing services package includes:
- Facebook ad creative
- Facebook Newsfeed & like campaign
- SEM using Google Adwords
- Retargeting ad management & creative
- Phone call tracking
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
- Includes media management up to $10k per month**Additional media management beyond $10k per month is billed at 12% of ad spend.
$3,500 p/m
Suggested Monthly Media Spend
You set the budget
Search: $4,500 – $30,500 p/m
Facebook: $1,500 – $2,500 p/m
Retargeting: $500 – $750 p/m
Content & Communication Services
Monthly content generation includes:
- Maintain monthly content calendar
- Page Management for Facebook, Twitter & LinkedIn – 5 posts per week
- Tracking and reporting on tagged links in social posts
- Monitor and respond to comments
- Monitor and optimize email drip campaigns
- Create (15) unique monthly graphics for Facebook posts
- Write, design and code custom monthly informational email
- Test, blast and report monthly informational email
- Tracking, analytics and monthly reporting
$3,000
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Landing Pages | $2,500 | $2,000 | ||||
| Email Drip Creative | $2,000 | $2,750 | ||||
| Campaign Setup | $6,000 | |||||
| Digital Marketing | $3,500 | $3,500 | $3,500 | $3,500 | $3,500 | |
| Content Marketing | $3,000 | $3,000 | $3,000 | $3,000 | $3,000 | |
| Monthly Totals | $10,500 | $11,250 | $6,500 | $6,500 | $6,500 | $6,500 |
Social & Digital Advertising & Marketing
Social Media Advertising
Targeting MSPs on social media is not only possible, it’s plausible and effective. Green Dot has experience targeting this audience of approximately 30k users on Facebook and recommends Unitrends invest in building a following on social media to generate low cost conversions and referrals for this product – as well as future offerings.
Using geographic and demographic targeting we can pinpoint IT professionals in the MSP space. Unlike search marketing, social advertising will focus on growing your audience and creating demand with content relevant to the specific needs of MSPs. We recommend two types of campaigns – newsfeed ads and a like campaign to grow your audience.
Includes the Following:
Social Media Page Management
Social page management involves daily posts (5 per week) to educate your audience about your product. Publishing blog posts and sharable graphics about BCDS backup solutions and the opportunity for MSPs will help raise awareness for the Unitrends MSP solution.
Includes the Following: