Primary Goal
Actively acquire potential clients within the QSR sector to directly contribute to revenue growth.
Objectives:
Generate 500 new QSR owner leads within Q3 through targeted LinkedIn campaigns.
Increase the number of demo requests from QSR decision-makers by 25% over the next six months.
Implement a content marketing strategy to attract 1,000 new leads from QSR-related segments by the end of Q4.
KPIs
Number of new leads captured through campaigns.
Cost per lead (CPL).
Conversion rate from lead to qualified lead.
Number of demo bookings or product sample requests.
Secondary Goal
Enhance overall engagement and perception among QSR audiences to create a favorable environment for lead generation.
Objectives
Achieve a 20% increase in website traffic from QSR-related content within the next quarter.
Grow social media engagement (likes, shares, comments) among QSR professionals by 30% over the next six months.
Develop and distribute a series of webinars/podcasts to engage with at least 300 QSR decision-makers by the end of Q4.
KPIs
Increase in website traffic from QSR-related content.
Social media engagement metrics (likes, shares, comments).
Click-through rates (CTR) on ads and emails.
Webinar registrations and attendance rates.
Number of QSR professionals engaging with branded content.
Identifying the Right Audience
The diversity within the QSR segment, including fast food, fast-casual, and various cuisines, makes it challenging to accurately identify and target the right decision-makers.
Resource Allocation
Ensuring sufficient resources such as budget, personnel, and time are available to execute multiple campaigns effectively across various channels.
Content Saturation
The market is crowded with similar messages aimed at QSR owners and operators, making it difficult to create content that stands out and captures attention.
Cross-Channel Activation
Effectively implementing cross-channel activation strategies to nurture leads and accelerate the pipeline requires a cohesive approach, which can be complex given the different touchpoints and messaging required for each channel.
Conversion Bottlenecks
Turning leads into qualified prospects or demo bookings may be hindered by factors like long sales cycles, indecisiveness, or lack of immediate need.
Measuring CPL Accurately
Accurately tracking and attributing cost per lead (CPL) across multiple platforms and channels can be complex, potentially impacting budget optimization and ROI validation.
Content Relevance and Quality
Developing content that is both high-quality and relevant to the diverse needs of the QSR audience is challenging but crucial for driving engagement.
Tracking Brand Awareness
Ensuring sufficient resources such as budget, personnel, and time are available to execute multiple campaigns effectively across various channels.
Unique Messaging Needs of Each Persona
Crafting unique and tailored messaging that resonates with each persona involved, from restaurant owners to chefs and purchasing managers, is complex. Each group has distinct needs and pain points, requiring a nuanced approach to ensure the messaging aligns and drives engagement.
Identifying Key Individuals for Retargeting
Identifying and segmenting key individuals from initial brand engagement for effective retargeting can be challenging. Developing personalized retargeting strategies to nurture these individuals through the pipeline requires a focused and data-driven approach.
Volume to Drive Impact
Reaching a large enough audience to make a noticeable impact on brand awareness and engagement can be challenging. It requires a consistent and scalable content distribution strategy to ensure the message reaches the desired volume of QSR professionals.
Competing for Attention
The QSR audience is frequently targeted by various vendors, making it challenging to capture and maintain their attention amidst a sea of competing messages.
Identifying the Right Audience:
Custom Audiences: Our platform allows you to create highly specific person-based or IP-based audiences using a robust Data Management Platform (DMP) and third-party data suppliers. This precision targeting ensures that you reach the right decision-makers within the QSR segment, including fast food and fast-casual.
Unlimited Intent Data: Utilize unlimited intent data to build refined audience segments. This ensures you're targeting prospects actively showing interest in your products or services, enhancing the likelihood of engagement and lead generation.
Resource Allocation
Content Syndication Program: Our content syndication program is based on competitive CPL rates, and you only pay for qualified leads that opt-in. We offer full-funnel lead types, allowing you to invest more heavily in leads that meet specific criteria and answer qualifying or disqualifying questions related to budget, need, authority, and timeframe.
No Setup Costs and No Upfront Fees: With our performance-based plans, you only pay for the results you achieve. This eliminates the need for upfront investments and reduces financial risk, allowing you to allocate resources more effectively across multiple campaigns.
Flexible Solutions: Our platform offers flexible solutions without annual contracts or monthly spend minimums. You can adjust your campaigns based on performance, optimizing resource allocation without being locked into long-term commitments.
Content Saturation
Custom Podcasting Solutions: We offer a unique podcast program through Fairway Content Studios that helps differentiate your brand in a crowded market. By creating tailored podcast content, you can build deeper connections with your audience, establish thought leadership, and offer engaging storytelling that goes beyond traditional content formats. Our managed service handles everything from concept to launch, providing long-term marketing assets that enhance your brand's visibility and credibility.
Cross-Channel Activation:
Managed Cross-Channel Activation: With our managed service, we take on the complexity of executing targeted media campaigns across multiple channels for you. Our team ensures that your content is delivered efficiently and effectively to the right audiences, making it stand out in a crowded market. We handle the strategic placement and optimization of your content, allowing you to focus on other aspects of your business while we maximize reach and engagement.
Seamless Integration with Existing Tools: Our ABM platform (IntentStream) integrates with your existing CRM, marketing automation, and sales enablement tools. This allows for a unified view of your customer journey, streamlining cross-channel activation and enhancing lead nurturing.
Conversion Bottlenecks:
New Retargeting Opportunities: Leverage our platform to identify and re-engage previously hidden audiences through advanced retargeting strategies. This helps in driving increased conversions by keeping potential leads engaged and moving them down the pipeline.
De-Anonymize Website Traffic: Place a pixel on your website to identify and profile anonymous visitors. This technology provides deeper insights into your customer base, allowing you to retarget these individuals effectively and address conversion bottlenecks.
Measuring CPL Accurately:
Campaign Tracking: Our platform allows you to track the performance of your marketing campaigns across multiple channels and platforms. By attributing pipeline and revenue to specific tactics, you can measure CPL accurately and optimize budget allocation for better ROI.
Reporting and Analytics: Generate comprehensive reports and dashboards to measure the impact of your B2B marketing efforts. Use actionable intelligence to make data-driven decisions, ensuring accurate measurement of CPL and overall campaign performance.
Content Relevance and Quality:
Create Custom Audiences: Use a combination of 1st and 3rd party data to build custom audiences tailored to the unique characteristics of each target account segment. This ensures your content is highly relevant and resonates with each persona within the QSR audience.
Premium Ad and Data Solutions: Execute targeted media campaigns that deliver your content to the most relevant audiences. By ensuring efficient audience delivery, your message is more likely to engage the QSR professionals you're targeting.
Tracking Brand Awareness:
Campaign Tracking and Reporting: Track the performance of your brand awareness campaigns across platforms, providing insights into how well your message resonates with the audience. Use comprehensive reporting and analytics to measure increases in website traffic, social media engagement, and overall brand sentiment.
Seamless Integration with Your Existing Tools: Integrate with CRM and marketing automation tools to gain a unified view of customer interactions. This allows you to track brand awareness metrics effectively and adapt your strategies for better engagement.
Unique Messaging Needs of Each Persona:
Custom Audience Segmentation: Our platform enables you to segment audiences based on unique persona needs, such as restaurant owners, chefs, and purchasing managers. Tailor your messaging to resonate with each group, addressing their specific challenges and pain points.
Unlimited Intent Data: Utilize intent data to understand the interests and behaviors of different personas. This data allows you to create highly targeted messaging that speaks directly to the needs of each segment, enhancing engagement and brand perception.
Identifying Key Individuals for Retargeting:
De-Anonymize Website Traffic: Identify key individuals visiting your website through our de-anonymization technology. This provides deeper insights into your audience, enabling personalized retargeting strategies to nurture these individuals through the pipeline.
New Retargeting Opportunities: Leverage insights from our platform to identify and re-engage hidden audiences. By focusing on these previously unidentified prospects, you can drive increased conversions and enhance brand engagement.
Volume to Drive Impact:
Managed Service for Budget Allocation: Our managed service provides you with the maximum availabilities and makes it easy to adjust budget allocations to drive the necessary volume for impact. Whether you need to increase or decrease your spend, we offer flexible adjustments to ensure your campaigns can scale to meet your goals and reach the desired number of QSR professionals.
Competing for Attention:
Actionable Intelligence: Utilize insights from our platform to optimize your digital marketing strategies and gain a competitive edge. By understanding what resonates with your target audience, you can craft compelling messaging that captures and maintains their attention amidst a sea of competing messages.
Comprehensive Cross-Channel Activation: By executing targeted campaigns across multiple channels, you ensure consistent messaging that reaches QSR professionals where they are most active, helping you stand out and engage effectively.
Custom Audiences
What It Accomplishes: Targets specific decision-makers in the QSR segment using person-based or IP-based data.
Unlimited Intent Data
What It Accomplishes: Builds refined audience segments based on real-time intent signals to enhance lead generation.
Content Syndication Program
What It Accomplishes: Generates qualified leads with competitive CPL rates through targeted content syndication.
Custom Podcasting Solutions
What It Accomplishes: Creates long-term marketing assets through tailored podcast content to establish thought leadership.
New Retargeting Opportunities
What It Accomplishes: Identifies and re-engages previously hidden audiences to drive conversions.
De-Anonymize Website Traffic
What It Accomplishes: Uncovers and profiles anonymous website visitors for targeted retargeting strategies.
Silver
$10k - 15k
p/month
Custom Audiences
Unlimited Intent Data
Content Syndication (200+ Leads)
New Retargeting Opportunities
De-Anonymize Website Traffic
Gold
$15k - 30k
p/month or qtr
Custom Audiences
Unlimited Intent Data
Content Syndication (400+ leads)
Custom Podcast Series Creation
New Retargeting Opportunities
De-Anonymize Website Traffic
Platinum
$30k - 50k
p/month or qtr
Custom Audiences
Unlimited Intent Data
Content Syndication (750 leads)
Custom Podcast Series Creation
New Retargeting Opportunities
De-Anonymize Website Traffic
Premium Ad and Data Solutions
What It Accomplishes: Executes targeted media campaigns across platforms to enhance brand awareness.
Campaign Tracking and Reporting
What It Accomplishes: Tracks and measures the effectiveness of brand awareness campaigns.
Custom Audience Segmentation
What It Accomplishes: Tailors messaging to different QSR personas for higher engagement and resonance.
Optimization Services
What It Accomplishes: Provides flexibility to adjust budget allocations, ensuring optimal volume and impact.
Actionable Intelligence
What It Accomplishes: Offers insights to fine-tune digital marketing strategies, enhancing audience engagement.
Comprehensive Cross-Channel Activation
What It Accomplishes: Ensures consistent messaging across multiple channels to engage QSR professionals effectively.
Silver
$10k - 15k
p/month
Premium Ad and Data Solutions
500,000 impressions
Campaign Tracking and Reporting
Custom Audience Segmentation
Optimization Services
Actionable Intelligence
Cross-Channel Activation
Gold
$15k - 30k
p/month or qtr
Premium Ad and Data Solutions
1M impressions
Campaign Tracking and Reporting
Custom Audience Segmentation
Optimization Services
Actionable Intelligence
Cross-Channel Activation
Platinum
$30k - 50k
p/month or qtr
Premium Ad and Data Solutions
2M-3M impressions
Campaign Tracking and Reporting
Custom Audience Segmentation
Optimization Services
Actionable Intelligence
Cross-Channel Activation
Silver
$20k - 30k
p/month
Primary Goal: Lead Generation
Custom Audiences
Unlimited Intent Data
Content Syndication (250+ leads)
Custom Podcast Series Creation
New Retargeting Opportunities
Secondary Goal: Branding
De-Anonymize Website Traffic
Premium Ad and Data Solutions
500,000+ impressions
Campaign Tracking and Reporting
Custom Audience Segmentation
Optimization Services
Actionable Intelligence
Cross-Channel Activation
Gold
$30k - 60k
p/30-90 days
Primary Goal: Lead Generation
Custom Audiences
Unlimited Intent Data
Content Syndication (400+ leads)
Custom Podcast Series Creation
New Retargeting Opportunities
Secondary Goal: Branding
De-Anonymize Website Traffic
Premium Ad and Data Solutions
1M+ impressions
Campaign Tracking and Reporting
Custom Audience Segmentation
Optimization Services
Actionable Intelligence
Cross-Channel Activation
Platinum
$60k - 100k
p/30-90 days
Primary Goal: Lead Generation
Custom Audiences
Unlimited Intent Data
Content Syndication (850+ leads)
Custom Podcast Series Creation
New Retargeting Opportunities
Secondary Goal: Branding
De-Anonymize Website Traffic
Premium Ad and Data Solutions
2M-3M impressions
Campaign Tracking and Reporting
Custom Audience Segmentation
Optimization Services
Actionable Intelligence
Cross-Channel Activation