In today’s complex marketplace what a brand does is as important as how it does it. Without the right plan, the best creative is worthless. This short deck outlines the 4 key steps to getting a validated, actionable go-to-market plan.

1. Copyright © 2015 by IQ Agency
4KEYSOFAGO-TO-MARKETPLAN

2. Copyright © 2015 by IQ Agency
The digital age has made it possible for a brand to create a self-
perpetuating marketing system built on Owned and Earned media, and
only triggered by Paid. This doesn’t happen by accident and requires
rigorous planning.
Our approach incorporates a number of deliverables and sub-
deliverables which ladder up to the Playbook:
• Brand Activation
• Discovery
• Journey Mapping
• Content Strategy
• Measurement & analytics
• Playbook
2
THEOBJECTIVE
Copyright © 2015 by IQ Agency

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1.DISCOVERY
First we need to define and segment the target audience, map their behavior
and understand their psychology. So we begin with what research is
available and add Social Listening and Search Analysis to see what they
have been saying and doing. We also examine the competition, the category
and internal capabilities to identify opportunities and barriers. Together we
then decide what gaps in our knowledge need to be filled.
ORGANIZATION
Objectives & Goals
Brand Positioning
Lead Gen Methodology
Technology Landscape
Stakeholder Interviews
COMPETITORS
Competitive Analysis
CATEGORY
Review of Research
Secondary Research
Business Trends
CONSUMER
Segmentation
Personas
Search Analysis
Social Listening
Interviews

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2.WHERE&WHENTOCONNECT
4
Next we map the journey that each target audience segment takes, not only
to purchase, but also post-purchase to loyalty and advocacy. With the
complexity of influences and touch-points today, it is vital that we
understand exactly how consumer segments typically behave. Journey
Mapping reveals the critical interaction and influence points where we can
focus our resources for maximum impact.
Copyright © 2015 by IQ Agency

5. Copyright © 2015 by IQ Agency
Knowing where and when to connect is not enough. Content
Strategy tells us what to say, and how to say it, to each segment, at
each of the key interaction points on the journey. Knowing the
segment, the stage of their journey and the context allow us to
deliver exactly the right message at the right time.
5Copyright © 2015 by IQ Agency
3.

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4.THEPLAYBOOK
Our work results in a set of recommendations called the Playbook,
which is a roadmap of qualified tactics prioritized by their ability to
achieve specified business goals. This step-by-step game plan
includes an estimate of performance, costs and resources required,
and acts as the guide for all marketing activity, including media.
Copyright © 2015 by IQ Agency

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INTERNET
CONTACT
Zevi Solomon
678-449-2008
zevi.solomon@iqagency.com
For a complete review of IQ’s strategic method including
examples of deliverables and case-studies please contact
us.
* For an overview of the new
marketing model view “Connect,
Cultivate, Convert”:
https://iq.box.com/3Csmodel