Ontop – Marketing Plan 2023
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Ontop, a global HR and payroll platform, needed a focused marketing plan to drive inbound revenue and generate qualified leads in the U.S. market. With the outsourcing and freelance economy growing rapidly, Ontop faced strong competition from players like Deel, Remote, Oyster, and Papaya Global. To differentiate, it required a data-driven strategy emphasizing inbound growth, buyer personas, and measurable ROI.
My Role
- Conducted market analysis, competitor benchmarking, and SWOT analysis.
- Defined target segments and buyer personas across SMBs, mid-market agencies, and enterprise BPOs.
- Built the integrated marketing plan, including tactics, budgets, KPIs, and execution timeline.
What I Delivered
- Situation & Market Analysis: Evaluated trends in outsourcing, fintech, edtech, and freelance markets to identify growth opportunities.
- Competitor Benchmarking: Mapped Ontop against Deel, Oyster, Remote, and Papaya Global, highlighting differentiation levers.
- Buyer Personas: Designed seven detailed personas (e.g., CFO, Head of People, COO) with goals, challenges, values, and messaging channels.vvvv
- Marketing Objectives: Set SMART goals—$4,225 inbound revenue, 194 MQLs, and average review score of 4+.
- Strategy & Key Messages: Positioned Ontop as a user-friendly, cost-effective HR solution with personalized service.
- Tactics & Execution Plan: Built a 90-day action plan covering email, advertising, content, SEO, partnerships, and events.
- Control & Metrics Framework: Defined tracking for inbound revenue, MRR, MQLs, sales cycle, conversion rates, and CPL.
- Budget Plan: Allocated $30,000 quarterly marketing budget with a projected ROI of $84,000 (2.8x).
Outcomes & Wins
- Delivered a comprehensive go-to-market marketing plan for Ontop, positioning it to grow its U.S. footprint and compete with established players.
- Provided a clear roadmap for scalable lead generation through inbound channels.
- Strengthened Ontop’s ability to target SMBs and mid-market agencies with differentiated messaging.
- Showcased expertise in strategic planning, persona design, and revenue-focused marketing execution.