One10 Marketing Playbook

Overview

One10, a leading provider of motivational incentive and reward programs, sought to enhance the effectiveness of its marketing campaigns by standardizing processes and improving marketing and sales alignment. The company recognized the need for a comprehensive resource to guide its marketing efforts and align them with sales objectives. To achieve this, One10 partnered with SmartAcre to develop a detailed Marketing Playbook designed to serve as a framework for all marketing campaigns.

Challenge

Like all marketing teams that want to move fast, One10 was trying to avoid roadblocks and inconsistencies in campaign planning and execution. The sales team had a very comprehensive playbook for the back half of the customer journey. The marketing team wanted to create a marketing version designed to supplement it and create a consistent customer experience, providing a clean handoff from marketing to sales.

Addressing this challenge was crucial for One10 to:

• Enhance collaboration between marketing and sales teams.
• Streamline campaign planning and execution.
• Ensure consistent messaging and branding across all marketing channels.
• Improve the overall effectiveness of their marketing initiatives throughout the entire customer journey.

By creating a standardized playbook, One10 aimed to empower its marketing team with the tools and knowledge needed to execute successful campaigns. This would improve efficiency, further align sales strategies, and ultimately, increase revenue growth.

Approach

SmartAcre conducted a thorough audit of One10’s existing marketing processes, tools, and team dynamics. This involved analyzing current campaign strategies, understanding team workflows, and identifying areas for improvement.

Objectives

• Standardize campaign planning and execution processes.
• Improve collaboration and alignment between marketing and sales teams.
• Equip the marketing team with resources to drive effective multi-channel campaigns.
• Optimize data management and reporting through HubSpot enhancements.

Collaboration with the Client

Throughout the project, SmartAcre maintained close communication with One10’s team, involving them in each step to ensure the playbook met their specific needs. Workshops and training sessions were conducted to familiarize the team with new tools and processes.

• Audit and Analysis: Reviewed existing processes and identified gaps.
• Methodology Development: Established a tailored marketing methodology.
• Playbook Creation: Developed the Marketing Playbook with detailed guidelines and tools.
• Technology Integration: Implemented standardized processes within HubSpot.
• Training and Support: Provided training sessions and ongoing support to One10’s team.

Strategy Development

Working closely with One10’s leadership, SmartAcre developed a customized marketing methodology that included defining the Ideal Customer Profile (ICP) and buyer personas, establishing key messaging themes, and designing a multi-channel strategy aligned with the customer journey. This foundation was then expanded into a comprehensive Marketing Playbook, which introduced clear frameworks for lead lifecycle stages and strengthened alignment between sales and marketing—setting One10 up for consistent, impactful campaigns.

Centralized Solutions

One10 and SmartAcre prioritized accessibility and usability, creating a comprehensive marketing resource that teams can easily adopt. Available as a PDF for easy distribution and as a user-friendly web page for internal users, the playbook ensures that critical marketing processes and tools are always at hand. This centralized hub empowers the team to execute standardized and impactful campaigns with ease.

SmartAcre’s comprehensive Marketing Playbook encompasses:

• Campaign Planning Toolkit: Including customer journey mapping tools, planning checklists, and content templates.
• Marketing Methodology: A detailed outline of processes supporting the entire customer journey.
• Technology Overview: Standardized naming conventions, key properties, and automation considerations within HubSpot.
• Lead Lifecycle Framework: Clear definitions of stages and statuses to ensure alignment and efficient lead management.
• Collaboration Tools: Resources to enhance communication between marketing, sales, and service teams.

Outcomes

The collaborative effort between One10 and SmartAcre led to the development of a powerful 33-page Marketing Playbook that’s redefined how One10 approaches marketing. Designed to be a dynamic, centralized resource, the playbook equips the team with the standardized processes, strategic tools, and collaborative frameworks needed to drive impactful, multi-channel campaigns. This streamlined approach allows for clearer goal-setting, smoother campaign execution, and a more focused marketing strategy.