Marketing Play
A marketing play is a specific, strategic set of actions a company uses to achieve a business objective, such as capturing market share or generating leads. These frameworks provide a repeatable approach to competition and are chosen based on factors like market conditions, the competitive landscape, and a company's own strengths.
Key Components of a Marketing Play
While the specific actions can vary, most marketing plays are built from a few core building blocks. These components provide the structure for a focused, measurable campaign designed to achieve a specific outcome. A successful play integrates these elements into a cohesive strategy.
- Objective: A clearly defined goal, such as lead generation or increasing brand awareness.
- Audience: A specific target segment, including ideal customer profiles and buyer personas.
- Strategy: The chosen approach, from direct competition to exploiting a market niche.
- Execution: The specific tactics and channels used, like email campaigns or social media outreach.
- Measurement: Key performance indicators (KPIs) to track success and optimize future efforts.
Examples of Successful Marketing Plays
Marketing plays can take many forms, from direct competitive assaults to creating entirely new market categories. Companies often become legendary for the specific plays they run to outmaneuver rivals or redefine an industry. Here are a few classic examples:
- Microsoft: Trapped a competitor by launching both high-end and low-end products, squeezing them out of the market's middle ground.
- Salesforce: Challenged an industry giant head-on by offering a simpler, cloud-based alternative and making it easy for customers to switch.
- Lexus: Combined two distinct market segments—luxury and reliability—to create a new "best of both worlds" category.
- Enterprise: Grew by avoiding direct competition, instead focusing on the niche market of insurance replacement rentals.
Marketing Play vs. Marketing Strategy
While often used interchangeably, marketing plays and strategies serve distinct functions within a business's growth plan.
- Play: A play is a specific, tactical action designed for quick execution and short-term results, like generating leads within a few weeks. While highly focused, plays can be less effective if not aligned with a broader vision. They are ideal for time-sensitive situations, such as an end-of-quarter revenue push, where immediate impact is critical for mid-market and enterprise teams.
- Strategy: A strategy is a comprehensive, long-term plan that guides all marketing activities and aligns them with business goals. It supports sustainable growth but can be slower to adapt to urgent needs. Strategies are essential for building a brand, coordinating multiple campaigns, and ensuring long-term pipeline development for larger organizations.
Strategies for Implementing a Marketing Play
This is how you can build and launch a marketing play.
- Define your ideal customer profile and buyer personas to identify your target audience.
- Build a list of target accounts and segment them based on relevant factors like industry or size.
- Develop personalized messaging and content that addresses the specific pain points of each segment.
- Launch your campaign across chosen channels, such as email, social media, or paid ads.
- Align with your sales team for follow-up and track key metrics to measure performance.
Measuring the Impact of a Marketing Play
Measuring a play’s impact requires tracking key performance indicators (KPIs) tied to its objective. This includes monitoring campaign metrics like open and conversion rates, as well as business outcomes such as lead generation and pipeline growth. Analyzing these results helps teams understand what worked and allows them to optimize future efforts for better performance.
Frequently Asked Questions about Marketing Play
How is a marketing play different from a campaign?
A play is the strategic framework, while a campaign is the execution. For example, a "competitive displacement" play could be executed through an email campaign, a social media campaign, or both, all working toward the same strategic goal.
How many marketing plays can a team run at once?
It depends on team size and resources. Startups might focus on one or two plays, while larger enterprises can run multiple plays simultaneously across different market segments. The key is ensuring each play is well-resourced and doesn't dilute focus.
How often should we create new marketing plays?
Plays should be reviewed quarterly or whenever market conditions shift. While successful plays can be repeated, it's crucial to stay agile and develop new ones to address emerging opportunities, competitive threats, or changes in your ideal customer profile.
Other terms
Virtual Private Cloud
A Virtual Private Cloud (VPC) is a secure, isolated section of a public cloud. It lets you provision your own logically isolated resources.
White Label
White labeling is when a company puts its own branding on a product or service that was actually produced by a different company.
ETL
ETL, short for Extract, Transform, Load, is a data integration process for moving raw data from various sources to a central data warehouse.
SFDC
SFDC stands for Salesforce Dot Com, a popular cloud-based CRM platform that helps companies manage their customer interactions and data.
Product Recommendations
Product recommendations are a marketing strategy that uses customer data to suggest relevant products, boosting sales and customer engagement.
Sales and Marketing Alignment
Sales and marketing alignment means both teams work in sync, sharing goals and data to boost lead quality, conversions, and company revenue.
Demand Forecasting
Demand forecasting is the process of predicting future customer demand for a product or service based on historical data and market trends.
User Interaction
User interaction is any action a user takes within a digital interface, like clicking a button, scrolling a page, or filling out a form.
Sales Team Management
Sales team management is the process of leading, coaching, and motivating a sales team to achieve its sales goals and drive revenue growth.
Internal signals
Internal signals are data points from your own systems, like website visits or product usage, that indicate a customer's buying intent.
Smarketing
Smarketing is the process of aligning your sales and marketing teams. This integration focuses on shared goals to improve lead quality and drive revenue.
B2B Marketing Channels
Learn about B2B marketing channels, including maximizing B2B channel effectiveness, & exploring digital vs. traditional channels.
Sales Development Representative (SDR)
A Sales Development Representative (SDR) is a sales specialist who finds and qualifies new leads, building a pipeline for the sales team.
Account Executive
An Account Executive (AE) is a sales professional responsible for closing new business deals and managing existing client relationships to drive revenue.
Business-to-Business (B2B)
Learn about B2B, including what is it, its key elements, the benefits of B2B partnerships, the differences between B2B and B2C, and strategies for effective marketing.
Inbound Sales
Inbound sales attracts interested prospects who've engaged with your brand, letting sales reps connect with warm leads instead of cold outreach.
Mid-Market
Mid-market companies are businesses larger than small businesses but smaller than large enterprises, often defined by revenue or employee size.
Platform as a Service
Platform as a Service (PaaS) is a cloud model where a provider delivers a platform for users to develop, run, and manage applications online.
Product Qualified Lead
A Product Qualified Lead (PQL) is a user who has experienced a product's value, signaling a strong potential to convert to a paid customer.
Cloud-based CRM
A cloud-based CRM is a customer relationship management tool hosted online, letting teams access and manage customer data from anywhere.
Predictive Customer Lifetime Value
Predictive Customer Lifetime Value (pCLV) is a forecast of the total net profit a single customer is expected to generate for your business.
BANT Framework
Learn about BANT framework, including implementing BANT in sales strategy, advantages of the BANT methodology, & BANT vs. other qualification models.
Sales Training
Sales training is the process of honing a salesperson's skills and knowledge to enhance their effectiveness and drive sales success.
Buying Committee
A buying committee is a group of stakeholders within an organization who are jointly responsible for making major purchasing decisions.
Mobile Compatibility
Mobile compatibility ensures your site or app works flawlessly on mobile devices, like smartphones and tablets, for a seamless user experience.
Lead Management
Lead management is the process of capturing, nurturing, and qualifying leads to guide them from initial interest to sales-ready.
Batch Processing
Learn about batch processing, including benefits of batch processing, best practices for implementation, & common use cases.
Gamification
Gamification applies game mechanics like points, badges, and leaderboards to non-game activities to boost engagement and motivate users.
Predictive Analytics
Predictive analytics uses historical data, statistical algorithms, and machine learning to identify the likelihood of future outcomes.
LinkedIn Sales Navigator
LinkedIn Sales Navigator is a premium tool helping sales teams find and engage with the right leads and accounts on the LinkedIn network.
Statement of Work
A Statement of Work (SoW) is a document that outlines a project's scope, deliverables, and timeline. It acts as a contract between parties.
Unit Economics
Unit economics are the direct revenues and costs of a business calculated on a per-unit basis, revealing its fundamental profitability.
Marketing Analytics
Marketing analytics involves measuring and analyzing marketing data to understand campaign performance and improve return on investment (ROI).
Discount Strategies
Discount strategies are pricing tactics used to attract customers and boost sales by temporarily reducing the price of products or services.
Video Email
Video email involves embedding a short video directly into an email. This lets recipients watch your message without leaving their inbox.
Electronic Signatures
An electronic signature is a digital method for getting consent on electronic documents. It's a legally binding way to sign agreements online.
Inbound leads
Inbound leads are potential customers who proactively reach out after finding your business through content, social media, or search.
Lead Scoring
Lead scoring is the process of assigning points to leads based on their attributes and actions to determine their sales-readiness.
Lead Generation Funnel
A lead generation funnel is a systematic process that guides potential customers from initial awareness of your brand to becoming qualified leads.
Trade Shows
Trade shows are events where companies in a specific industry showcase their latest products and services to find new customers and partners.
B2B Demand Generation Strategy
Learn about B2B demand generation strategy, including key elements of demand generation, & crafting your demand generation plan.
Data Pipelines
A data pipeline is a set of automated processes that move raw data from various sources to a destination for storage and analysis.
Sales Partnerships
Sales partnerships are strategic alliances where two companies co-sell products to expand their reach, generate new leads, and increase revenue.
Digital Contracts
Digital contracts are legally binding agreements created, signed, and stored electronically, offering a faster, more secure alternative to paper.
Sales Qualified Lead
A Sales Qualified Lead (SQL) is a prospect vetted by marketing and sales, deemed ready for a direct sales pitch after showing intent to buy.
Lead Conversion
Lead conversion is the process of turning a prospect into a customer by getting them to complete a desired action, such as making a purchase.
Trusted Advisor
A trusted advisor is an expert who builds a deep client relationship by consistently prioritizing their best interests over any single transaction.
Brag Book
Learn about brag book, including crafting your outstanding brag book, essential components of a brag book, & brag book vs. resume: unveiling the differences.
Competitive Advantage
A competitive advantage is a unique edge that allows a business to produce goods or services better or more cheaply than its rivals.
Funnel Optimization
Funnel optimization is the process of improving each stage of the customer journey to maximize conversions and drive revenue growth.
Prospecting
Prospecting is the process of identifying potential customers, or prospects, to build a sales pipeline and generate new business opportunities.
Email Marketing
Email marketing is a digital strategy where businesses send targeted emails to prospects and customers to build relationships and drive sales.
Direct Sales
Direct sales involves selling products directly to consumers in a non-retail setting, such as at home, online, or person-to-person.
Sales Metrics
Sales metrics are quantifiable data points that track and measure a sales team's performance against specific goals and objectives.
Direct Mail
Direct mail is a marketing method where businesses send physical promotional materials directly to potential customers' mailboxes.
Bulk Application Programming Interface
Learn about bulk API, including how it works, the advantages of using it, common use cases, and tips for optimizing it.
Rapport Building
Rapport building is the process of establishing a connection and mutual understanding with someone, creating a foundation of trust and affinity.
Funnel Analysis
Funnel analysis is a method for understanding the steps users take to complete a goal, revealing where they drop off in the conversion process.
Psychographics
Psychographics categorizes people by their attitudes, interests, and lifestyles, revealing the 'why' behind their purchasing decisions.
Order Management
Order management is the end-to-end process of tracking customer orders from placement to fulfillment, ensuring a seamless customer experience.
Process Automation
Process automation uses technology to execute recurring tasks or processes, replacing manual effort to cut costs and boost efficiency.
Video Hosting
Video hosting is a service that allows users to upload, store, and share video content online, making it accessible for playback anywhere.
Responsive Design
Responsive design is an approach where a website's layout adapts to the user's screen size, providing an optimal experience on any device.
Digital Sales Room
A Digital Sales Room is a private online space where sellers share all relevant content with buyers to streamline the sales cycle.
Weighted Pipeline
A weighted pipeline forecasts sales revenue by assigning a closing probability to each deal based on its stage in the sales funnel.
Intent leads
Intent leads are prospects who show buying signals through their online actions, indicating they're actively looking to make a purchase.
Content Curation
Content curation involves gathering, organizing, and sharing the most relevant online content on a specific topic for a particular audience.
Freemium Models
A freemium model offers a product's basic features for free, enticing users to upgrade to a paid version for more advanced capabilities.
Data Visualization
Data visualization is the practice of translating information into a visual context, like a map or graph, to make data easier to understand.
Performance Plan
A performance plan is a formal document outlining an employee's goals, expectations, and metrics for success over a specific period.
SEO
SEO, or Search Engine Optimization, is increasing the quantity and quality of traffic to your website through organic search results.
Sales Bundle
A sales bundle groups multiple products or services into a single offering, often at a discounted price to provide greater value to customers.
Sales Enablement
Sales enablement provides sales teams with the necessary tools, content, and information to help them sell more effectively and efficiently.
Programmatic Display Campaign
Programmatic display campaigns use automation to buy and sell digital ad space in real-time, targeting specific audiences across the web.
Network Monitoring
Network monitoring is the continuous process of tracking a computer network's performance and health to detect and resolve issues proactively.
Account-Based Sales
Account-Based Sales (ABS) is a focused B2B strategy where sales and marketing teams treat high-value accounts as individual markets of one.
Analytical CRM
Analytical CRM analyzes customer data to uncover actionable insights, helping businesses make smarter decisions and improve customer interactions.
Enrichment
Enrichment is the process of adding third-party data to your existing customer profiles to get a more complete picture of your leads.
Lead Scrape
Lead scraping is the process of automatically extracting contact information and other relevant data about potential customers from online sources.
Spiff
A spiff is a short-term sales incentive, often a cash bonus, paid directly to a salesperson for selling a specific product or service.
Open Rate
The open rate is the percentage of recipients who opened an email. It's a primary indicator of a subject line's effectiveness.
Precision Targeting
Precision targeting is a marketing strategy that uses data to identify and reach a highly specific audience most likely to convert.
Data Enrichment
Data enrichment is the process of enhancing raw data by adding missing information from other sources, making it more complete and actionable.
Revenue Operations KPIs
Revenue Operations KPIs are quantifiable metrics that track the performance, efficiency, and health of a company's revenue-generating engine.
Fault Tolerance
Fault tolerance is a system's ability to continue operating without interruption when one or more of its components fail.
Conversational Intelligence
Conversational intelligence (CI) is AI technology that analyzes customer conversations to find insights that help sales and support teams improve.
Retargeting Marketing
Retargeting marketing is a digital advertising strategy that targets users who have previously interacted with your website or brand online.
Ideal Customer Profile
An Ideal Customer Profile (ICP) is a detailed description of the perfect, hypothetical company that would get the most value from your product.
Request for Information
A Request for Information (RFI) is a formal process for gathering information from potential suppliers before issuing a more detailed proposal.
Monthly Recurring Revenue (MRR)
Monthly Recurring Revenue (MRR) is the predictable, recurring income a business expects to receive each month from all active subscriptions.
Conversion Rate
Conversion rate is the percentage of visitors who complete a desired goal, like a purchase or sign-up, out of the total number of visitors.
Conversion Path
A conversion path is the journey a visitor takes to complete a desired goal, such as making a purchase, filling out a form, or subscribing.
Average Selling Price
Average Selling Price (ASP) is the average price at which a particular product or service is sold across different markets and channels.
Affiliate Marketing
Affiliate marketing is a performance-based model where affiliates earn a commission for promoting another company’s products or services.
Bottom of the Funnel
Learn about bottom of the funnel, including maximizing conversions at the funnel's end, & strategies for nurturing bottom-funnel leads.
B2B Sales Channels
Learn about B2B sales channels, including types of B2B sales channels, strategies for effective channel selection, & integrating technology in B2B sales.
Personalization
Personalization is the practice of using data to tailor products, services, or content to an individual's specific needs and preferences.
Buying Intent
Buying intent is the collection of online cues and behaviors that signal a prospect is actively researching and moving toward a purchase decision.
Sales Rep Training
Sales rep training is the process of equipping your sales team with the skills, knowledge, and tools to effectively sell and hit their targets.
Lead Nurturing
Lead nurturing is the process of developing and reinforcing relationships with buyers at every stage of the sales funnel.