MMK710 Fundamentals of MarTech - Assessment Task One (Part 2)

Description

Motivation

The working environment faced by modern day business professionals is becoming increasingly enhanced by technology. Marketing, in its role of creating, leveraging, and harnessing value-based exchanges between organisations and individuals, plays a significant role in any organisation. To be an effective member of the organisation, you must therefore be aware of the breadth of marketing technologies available to business professionals and must embrace the use of these tools for accomplishing your work tasks.

Purpose

A central principle that most people agree on is that the technology applications available to marketers in their MarTech stack should serve business needs. Yet, many applications and features of modern MarTech stacks go underutilized simply because they have not considered business needs carefully enough. By applying a marketing technology solution to specified business needs, you will get the opportunity to think about the business needs of the organisation that will later improve your decisions on marketing technology applications to include in the stack.

This assessment task will get you to think about the business needs first and will assess you on your availability to use this thinking to execute and present the marketing technology solution to a business problem. Your availability to apply marketing technology to the business problem will improve your marketing technology skillset specifically to the technology platform used. Students must use the HubSpot CRM suite and related MarTech tools for this task, but these skills will also readily transfer to other marketing technology (e.g., Adobe, Salesforce, Google) suites.

The task provides you with opportunities to learn the knowledge (GLO1 & ULO1) and skills (GLO 2 & ULO2; GLO4 & ULO3) required in the study and contemporary practice of marketing with technology. It will also require you to explicitly consider real world contextual requirements including ethical and moral considerations (GLO8 & ULO4). By completing this task, you will develop your skills in researching, understanding, applying, evaluating, and presenting information required of business professionals working in a technology enhanced environment.

Part Two: Develop Attraction and Conversion Strategies

Objective: Design inbound marketing activities to attract and convert visitors into leads, ensuring all strategies are aligned with your previously defined business context and customer journey.

Instructions: Complete the following activities.

Plan Your Marketing Strategy:

Design your marketing strategy for attracting and converting customers, focusing on the MarTech channels you will use (not limited to HubSpot, but should have some overlap with the inbound channels that HubSpot enables).

Develop a content strategy with a posting schedule, topics, and keywords that reflect the needs and behaviours identified in your customer personas.

Implement Attraction and Conversion Activities:

Use the same technology and implementation as you used for Part 1 to implement activities identified in your marketing strategy. Use of any other technology solution will result in no mark allocation for your MarTech solution. 

Examples include:

Create clear CTAs, lead capture forms, and offers on your landing page to drive conversion.

Make use of HubSpot’s tools (forms, CTA buttons, etc.) to track visitor interactions and capture leads.

Explain how these activities integrate with the customer journey and contribute to achieving business goals.

Presentation Requirement:

Your presentation should clearly demonstrate and evaluate the purpose of the main activities designed to attract and convert customers.

Include screen captures, links, and visual diagrams that show your inbound marketing plan in action.

MarTech Enhancement:

Propose a potential development for your solution, such as integrating an API that scrapes external data (e.g., competitor analysis, market trends) and employing an LLM to generate personalised content.

Explain how this enhancement could improve lead qualification or content personalisation.

Be specific with your recommendation to your business context, and application elements for nurturing and retaining customers.

Submission: A 5-minute Panopto presentation (maximum 10 slides) for your customer attraction and conversion solution that includes:

Summary of the MarTech strategy to attract and convert customers.

A description and evaluation of the main activities designed to attract and convert customers.

Visuals (screenshots and live links) of CTAs, lead capture forms, and other activities designed in your application, aimed at attracting and converting customers.

A description and evaluation of the recommended MarTech enhancement.