B2B Marketing Plan

Caelum Digital
For
MSM 6400/PVY - Business to Business Marketing

Shivangi Rajesh – 20M142

Batch: 2020-2022
Date: 10th August 2021
 Table of Contents
1. Introduction 3
2. Services 3
3. Industries 5
4. Retail Industry 6
5. Marketing Plan 7
6. Segmentation & Target Market 7
7. Positioning 9
8. Brand Strategy 9
9. Pricing 10
10. Channels for Distribution 10
11. Marketing & Promotion Strategy 11
12. Performance Metrics 11
13. References 12

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Introduction
In this VUCA world, and amidst an unprecedented pandemic it is now clearer than ever that
the future is digital. There are always products and services looking to make their mark in
the world and the digital space is one that helps them reach a large number of people,
spend efficiently and most importantly, track their performance, and build on their brand.
Caelum Digital is an organization offering digital marketing solutions exclusively to B2B
clients. To provide holistic digital experiences and solution sets is what would be Caelum
Digital’s vision.
Below are the logo, tagline and colour palette of Caelum Digital.

The overarching teams would be Content Management, Creative Management, Analytics

and Lead Generation. There will be niche services offered like Social Media Management,
Influencer Marketing, Content Marketing and more.
As the organization is one that is just starting off, the range of services will be limited and
will be planned to incorporate in the months to come.
Services
In order to clearly define the services and supplementary services, a chart been put together
showcasing the services offered.

Content Creative Analytics Lead Generation

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 Services What is it? Offerings
SEO assists in the journey
Search of establishing an online
Keywords, Link
Engine presence, driving targeted
Building, Blog,
Optimization traffic to said presence
Content
(SEO) and further conversating
traffic to customers
Pay-per-click primarily
revolving around
keywords is an online
Google + YouTube +
advertising model in
Pay-per- Facebook +
which an
Click (PPC) Instagram +
advertiser(client) pays a
Linkedin + Twitter
publisher every time an
advertisement link is
“clicked” on
Social Media is
omnipresent and there Google + YouTube +
Social Media are a large number of Facebook +
Marketing business who not only Instagram +
depend but thrive on the Linkedin + Twitter
platforms.
Content establishes
expertise, promotes
Across platforms
Content brand awareness, and
include
Marketing keeps your business top
specialization
of mind when it's time to
buy what you sell
Influencer marketing
involves a brand
Managing the
*Influencer collaborating with an
above-mentioned
Marketing online influencer to
services
market one of its products
or services
Viral marketing generates Mix of marketing
interest in a brand or techniques that use
*Viral product (and therefore pre-existing social
Marketing potential sales) through networks to
messages that spread increases brand
quickly awareness

Both Influencer and Viral Marketing are services currently under development. The idea is
to grow into these services after having established a client base.

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Content, Creative and the Analytics teams will have roles across the niche services offered.
Lead Generation initially will be business development, brand building and would move
onto larger platforms.

Content Creative Analytics Lead Generation

Long format content Brand Strategist Performance Email
Analytics
Short format Front-end Developer SEO Paid Ads & SEO
content
Social Media Graphic Designer Data Crunching and
Themes

Industries
Digital Marketing as a service is one that is industry agnostic. The industries that use these
services range from Healthcare to Entertainment to Fashion. Below are a range of industries
that use these services, what are their main uses and further, what kind of derived demand
we can see through these services.
Only the key industries are being mentioned, however there are digital marketing services
required for a range of industries that are too vast to cover in this project.

Healthcare Food & Restaurant Entertainment Fashion

The entertainment
Food industries use industry has
Patients and
digital marketing realized that social
information New fashion
campaigns that media can build
searchers who can trends can go out
revolve around their audience and
easily access the to thousands of
mouth-watering it can help to utilize
The required info and viewers through a
images of food that their upcoming
Why find exactly what range of social
lead to a higher content to
they are looking for media platforms
level of customer showcase and
only increases the
engagement. become viral on
the internet.
77% of people seek Brands can rapidly Affiliate marketing
The entertainment
online health construct a positive is an added plus
industry uses such
through search image with a huge purely because the
approaches to
engines. If they arrive popularity within a benefits highly
introduce new
Derived at the results earlier, few days, outweigh the cost
trends and ideas in
Demand they become something that by reaching
the minds of
loyalists going otherwise may take thousands through
followers.
forward months or years. a click

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 Social media is
Food marketing on ROI for the utilized to find out
A good glide of digital media really entertainment what styles their
information can builds on the industry using target audiences
deliver up to 83% ROI emotional digital marketing is are looking, what
Extra for your connection that higher than the fashion trends
Benefits organization. people have with conventional they appreciate
food. media. and what they are
wearing

Retail Real Estate Fitness & Training &

Nutrition Education
The real estate
industry continues to Fitness Education and
The retail industry
expand and realtors companies create Training is one of
already leverages
are always in search multiple the most popular
digital marketing to a
of innovative campaigns to industries in terms
The large extend and this
solutions through target users with of the gains of ROI
Why extends across
digital marketing as various fitness from digital
business sizes
it gives them a great goals marketing
platform
The demographic Niche services
Improved reaction specific targeting will Increasing market could be promoted
time to customer result in building a value of the firm utilizing paid and
queries and strong brand by encouraging organic publicizing
Derived
complaints leading to persona which they and being real leading to
Demand
increased traffic can further use to with the audience reinforced
target and acquire participation
The education and
The retail industry is Digital marketing for
training industry is
among the very top real estate industry The content
among the largest
when it comes to the seems more always comes
low-budget
Extra ROI that you can profitable than from a different
profiters from
Benefits generate through traditional marketing perspective
digital marketing
digital marketing methods
solutions

Retail Industry
The retail industry, especially with the boom of social media marketplaces is now growing at
a consistent rate. With this growth, new businesses enter the industry and there are that
many more people in need of services that they simply can’t do without.

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The pandemic triggered a surge in e-commerce retailers with an accelerated
transformation. With lockdowns being a way of life, digital seems to be the solution to the
problems faced by the retail industry.
Caelum Digital will look to target small and medium e-retailers to solve some, if not all of
the challenges they’re currently facing.
With the constant influx of small retailers, there’s folks who need digital marketing services
to get their product or service out into the world.
Marketing Plan
Caleum Digital is all about offering personalized service with thorough analytics to offer you
a well-rounded experience.
Segmentation & Target Market
Segmentation, especially in the B2B world helps you find and accurately target your
business customers. It can further help you reach them better than the competition and can
steer product development.
But segmentation ultimately boils down to the three core principles of running a business.
Having a product that solves a problem, knowing who needs your solution, and
differentiating yourself from any competitors.
So, what are the segments that exist within the retail industry that a digital marketing
organization can target and furthermore, what are the micro target markets that can be
pursued at an entry level are a few of the questions that will be answered by the below
table.

Easy Difficult

Level of Execution and Duplication

Convenience Firmographics Behavior Needs

Geography Size of Company Price Sensitive Security
Platform Products Made Delivery Sensitive Power
Language Quality Sensitive Esteem

The segmentation for a Digital Marketing service provider ranges from Convenience of
marketplace, Firmographics, Behavior that the provider caters to and ultimately the needs
they fulfill.

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The highlighted segments will be the micro target markets that Caelum Digital caters to.
Below is a break down of the specific target markets basis the segmentation.

Rationale Specifics
Since the organisation is
The real positive about
just starting of, India
retail is that your
would be the current
Geography consumer could be from
target market. However,
anywhere, except a few
there are definite plans
exceptions.
of expansions.
Convenience
The digital space and
Management of all
footprint is almost as
Social Media platforms is
important as their real
Platform a service offered,
presence. And ofcourse,
amongst a plethora of
this would be Caelum
others
Digital’s niche.
The size and scale of the
organization is one that is
The targeted size would
a must to target the right
be small and medium
Size of Company folks. This has direct
business, as mentioned
influence on the current
earlier
workforce and
Firmographics infrastructure as well
Here, we focus on retail
Products ie offerings of
offerings from small and
the client(s) would be an
medium businesses. This
Products Made important decision to
includes both e-retailers
ensure a brand level
as well as folks present
familiarity is established
across channels
The target audience we’re
trying to reach, especially
keeping in mind the We’re looking to target
Price Sensitive
specifics are ones with businesses who are
disposable income who offering an optimum
Behavior like recreational spending amount of price and
Price and Quality often go quality. This has a direct
hand in hand. One has a impact on the
Quality Sensitive large effect on the other, organization as well
and it’s often a tough
balance to strike
Esteem needs are the
As is the case with most
ones we’re fulfilling
variables, there is a
through choosing the
spectrum of esteem and
Needs Esteem retail industry and will
Caleum Digital will for
further act as a medium
now, target the lower to
between ensuring what
medium spectrum to
the customer wants is

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 what they see, through align with the size
the business’ offerings specifics as well

Positioning
Caleum Digital will following the below positioning norms

How can we make them know we are the How are we getting people to see my
best option? product or service?

In line with personalization, the small and

Caleum Digital believes in catering to your
medium businesses will be studied and
needs and not offering a standardized
approached with possible solutions for
package. Personalization is key!
current problems

Brand image and feel aligns with the The initial presence of Caleum Digital will be
business collaboration a website and the primary social platforms

Collaboration with public – Reach is high, Offering of digital platforms will be more
Spend is low than services – content that will engage and
give everyday tips for businesses

Brand Strategy
The Brand Strategy that resonates the best with Caleum Digital is that of “The Creator”

Key Words
Expressive, Imaginative, Original, Explorative,
Inspirational

A brand strategy of any organization revolves around emotions as much it revolves around
the targeted B2B clientele.

Brand Personality
Caleum Digital will be the problem solver as well as an innovator in the digital marketing
space. In order to differentiate herself from the rest of competition, CD believes in quality
and quantity, without having boxing herself in. She will strive to target the required
clients through personalized messages that showcase the challenges faced
Colours & Fonts
The colours and font of Caleum Digital portray exactly what she is, a calm collected
persona who is looking to innovate, explore and be over and beyond, be creative!
Brand Interactions
The stakeholders are CD will ensure that the interactions with possible clientele will leave
then with more specific information than generic digital solutions. The idea is to ensure
that the client feels well researched and is confident that CD will be able to offer
personalized solutions for the problems being faced.

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Pricing
We at Caleum Digital, believe in solving the problems faced by our client and not offering
overarching services under the name of digital marketing consultancies.
An example of this would be – If an organization is just starting, we will analyze their needs
and suggest/offer services that are only required to them in the next 6 months. A review will
take place post that, at which point we will suggest improvement, an a possible foray into
other services followed.
The Pricing Strategy that CD follows is a customized pricing plan, as this allows our clients to
pay only for what they need, making our services very cost-efficient and valuable.
Due to the ever-changing needs of our clients, as well as keeping in mind the segment we’re
targeting ie small and medium, we will not be establishing prices ahead of our meetings.
The process to arrive at the price of a package will be as follows
- Meet with the client and understand the needs, problems to be solved and the
current challenges
- An internal brainstorming to happen to understand what services will solve said
challenges, and what are the resources from CD that will be required
- Depending on the Content + Creative + Analytics folks on the particular account and
the average number of man hours required, a cost will be formulated and shared
As we all know, cost + markup = price
As CD is an organization that is just starting off, the markup will be anywhere on the range
of 15% to 35%. This will vary as per the services offered.
The rule, we at CD follow is that the markup price should be equivalent to the amount of
value we’re providing in the deal.
Channels for Distribution
Before arriving upon the channels of distributions for Caleum Digital, we will look at the
following aspects
Type of Product/Service Market Middlemen
The service being offered The Market being targeted A middleman is not required
here are completely Digital by Caleum Digital is the in this scenario
Marketing related. The small and medium
details of the services businesses in the retail
offered have been sector
mentioned earlier in the
marketing plan

The strategy chosen by Caleum Digital will be direct as well as a customer centric approach
where our clients are in the center of all the activities performed.

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Caleum Digital will use the following forms of distribution channels to reach out to our client
- Social Media (Instagram, Twitter, Facebook & Pinterest)
- Email Marketing
- LinkedIn
Marketing & Promotion Strategy
The Marketing and Promotion Strategy for Caleum Digital will follow Gini Dietrich’s 2014
book Spin Sucks, introduced PESO Model

Paid Media Earned Media Shared Media Owned Media

Usually used to Online word of Shared content, Content that is
promote mouth, usually word of mouth, created
content in seen in the form referrals, specifically for
order to drive of ‘viral’ community- the brand that is
earned media, tendencies, driven content, published to the
as well as mentions, shares, co-creation, etc website or other
The What direct traffic to reposts, reviews, owned channels
owned media recommendations
properties. and so on
Used to reach A by-product of a Partnerships Owned Media
businesses that good SEO strategy with brands will must be the
CD wouldn’t be which a part of not only most consistent
able to CD’s Marketing establish a good as this is what
Strat relationship but can be
will also get controlled –
promotion for consistent
The Why
CD posting of hacks
and other useful
info
Paid Campaigns Earned Media Collaborations Organic
on Facebook, entirely depends with smaller campaigns and
Twitter, on a good SEO brands to get info-lets on the
Instagram, strategy and the word of mouth CD website,
LinkedIn and before mentioned out there. Facebook,
Pinterest target groups Happening only Twitter,
The How on Instagram Instagram,
and Twitter LinkedIn and
Pinterest

Performance Metrics
As Caleum Digital is a relatively new organization, the below will be the starting
performance metrics with added ones after 6 months

Time Invested In Project Vs. Returns Keeping track of the time working on a
client requirement and matching that

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 against any increased profit that has been
observed since the beginning of the
campaign. This will further lead to profit
generated per hour of marketing work
Social Media Engagement The engagement that is received on the
campaigns that are being launched. The
higher the following %, the better the
metric
Goal Completions SMART Goals (specific, measurable,
achievable, relevant, and time bound) must
be tracked and further timed as well to
understand the resources and time spent
Bottom Line Profitability Percentage With the current revenue and net income
of the client, the bottom-line profitability
percentage helps to analyze the profit
earned
Lead Sources The origin of the leads acquired by the
business. This is important as all the leads
should not be concentrated in one place

References

- https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-b2b-
digital-inflection-point-how-sales-have-changed-during-covid-19
- https://mention.com/en/blog/social-media-services/
- https://www.janbaskdigitaldesign.com/blogs/roi-from-digital-marketing/
- https://www.guidantfinancial.com/blog/top-10-small-business-industries/
- https://www.ijltemas.in/DigitalLibrary/Vol.8Issue3/60-63.pdf
- https://www.leewayhertz.com/digital-transformation-in-retail/
- https://www.ibef.org/industry/ecommerce.aspx
- https://www.youtube.com/watch?v=0srjdRDh99Y
- https://digitalagencynetwork.com/digital-marketing-agency-pricing-guide-how-much-
should-you-charge/
- https://www.webfx.com/digital-marketing-pricing.html
- https://www.investopedia.com/terms/d/distribution-channel.asp
- https://www.marketing91.com/types-of-distribution/

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