Work sample · Digital marketing strategy
IBG work sample: digital marketing strategy, brand positioning, and lead generation planning
This work sample was prepared as a digital marketing strategy proposal for IBG Corporate and focused on building a structured growth plan across branding, website development, campaigns, content, paid media, organic marketing, and tracking.
This sample was created as part of a proposal and strategic planning process. It reflects my independent analysis and recommendations based on the information available during the exercise. Unless stated otherwise, this was not a live consulting engagement and the recommendations were not implemented by me directly.
Quick facts
Company
IBG Corporate
Company type
Business setup / advisory / corporate services
Sample type
Proposal / strategic assessment
Focus areas
Digital marketing strategy, lead generation, brand positioning, audience personas, website planning, campaign development, paid media, organic marketing, tracking setup
Deliverables
Digital marketing plan, buyer-persona framework, brand-positioning documentation plan, website growth roadmap, campaign ideas by funnel stage, content and distribution plan, paid and organic strategy, tracking framework
Market / scope
Business setup and growth marketing with GCC and broader international targeting
Strategic angle
Building a full-funnel digital growth system that combines brand clarity, strong web presence, lead generation, and measurable campaign execution
The assignment
The task was to build a practical digital marketing plan that could help IBG increase online lead generation, improve brand clarity, create a stronger website presence, and develop structured paid and organic campaigns. Rather than limiting the work to one channel, the presentation was designed as a full marketing framework that moves from business goals into positioning, personas, website planning, campaign design, content creation, paid distribution, organic growth, and reporting.
The deck is organized into eight major steps:
My approach
I approached this sample by building the strategy in stages, starting with clarity and alignment before moving into channel execution.
Goal setting and alignment
The first stage focused on goal setting using SMART principles. The deck recommends creating short-, medium-, and long-term goals, then aligning those goals with existing performance data, management expectations, and stakeholder feedback. Example goals include increasing online lead generation and revenue by 100% in one year, generating web traffic from at least 3 GCC countries, increasing leads from paid campaigns by 10% in one month, and increasing social media engagement by 20% in one month.
Brand foundations and persona development
The second stage focused on brand foundations. Pages 8 to 15 show a structured process for documenting business positioning, unique selling points, audience selection, and persona creation. The plan recommends comparing IBG with competitors, defining value propositions, documenting market position, and creating personas such as Digital Nomad, TAX Saver, Legacy business owner moving to ecommerce, and Corporate business client looking to tap middle east markets.
Content strategy support →Execution planning and measurement
The third stage moved into execution planning. The deck outlines a milestone-based web presence roadmap, then maps campaign ideas to awareness, consideration, and decision stages. From there it expands into content creation, paid campaign testing, organic promotion, and tracking setup using Google Analytics, GTM, platform dashboards, and centralized reporting. Altogether, the plan is structured as a full-funnel lead generation system rather than a list of disconnected tactics.
SEO consultant services →Key findings
The analysis revealed seven major strategic areas that shaped the final plan.
Growth planning needed to start with clear goals and measurable timelines
Pages 4 to 6 recommend defining short-, medium-, and long-term goals using SMART logic, supported by stakeholder input and existing numbers. The example goals are intentionally business-focused rather than vanity metrics, including revenue growth, lead generation, and country-level traffic expansion.
Brand positioning and persona clarity were foundational to all later work
Pages 9 to 12 recommend documenting differences between IBG and competitors, identifying market share and value propositions, and locking the positioning into a single shared document. Pages 13 to 15 then extend that into persona creation, channel selection, interests, daily activities, and communication styles.
The website was positioned as a long-term growth asset, not just a brochure
Page 17 outlines milestones including website structure, keyword research, web page content requirements, content development, wireframes and layouts, platform choice, mockups, website development, speed optimization, launch, and on-page optimization. Page 18 explicitly says this is about building an asset that can generate traffic and business organically over the next 6 months.
Campaign ideas were structured around the buyer journey, not random promotion
Pages 20 to 29 show a clear framework for campaign development across awareness, consideration, and decision stages. The awareness-stage examples include educational topics distributed through YouTube, social promotions, webinars, blog promotion, and paid campaigns.
Paid and organic work were treated as coordinated systems
The paid-media section includes Facebook conversion campaigns, Google Ads, YouTube ads, email-subscription campaigns, LinkedIn InMail lead generation, and influencer marketing, with an example budget allocation of 20% for awareness, 30% for engagement, and 50% for conversion. The organic section mirrors that structure.
Tracking and reporting were built into the strategy from the start
Pages 39 to 41 show that measurement was not an afterthought. The plan recommends goal and funnel setup in Google Analytics, event tracking through GTM, use of social-platform analytics, and centralized reporting in Google Studio. The "Next Step" slide closes the loop with a cycle of measuring, reporting, analysis, testing, adaptation, and relaunch.
Execution was phased over time rather than presented as instant transformation
The timeline on page 42 maps the plan across tasks such as company-goal analysis, brand strategy completion, web-presence development, buyer-journey campaign design, paid campaign analysis, organic reach analysis, and final testing. This phased delivery model gives the strategy more credibility.
Recommendations
Based on the analysis, I proposed a roadmap focused on strategic clarity, lead generation, and structured execution.
Quick wins
Focus on goal alignment, documented positioning, and persona clarity. Without that, later campaign and website work will be less effective. Collect baseline numbers, align on target outcomes, document business positioning, identify value propositions, and create clear buyer personas before moving into production.
Mid-term priorities
Build the website as a performance asset and develop buyer-journey campaigns with the right content and channel mix. That includes keyword research, page requirements, wireframes, content development, on-page optimization, and platform decisions on the web side, alongside awareness-, consideration-, and decision-stage campaign planning across social, blog, webinar, video, and paid channels.
Strategic initiatives
Scale paid testing, sustain organic promotion, centralize reporting, and continuously optimize based on results. The testing-and-improvement loop is especially important because it shows how the strategy should evolve over time rather than remain static after launch.
Presentation preview
This work sample includes a full presentation covering goal setting, brand positioning, persona development, website growth planning, buyer-journey campaign ideas, content creation, paid media, organic campaigns, tracking setup, and phased execution. The original presentation was designed to communicate both the strategic framework and the practical plan in a clear, client-facing format.
Highlighted slide areas
Goal setting and SMART framework
Defines how marketing goals should be structured, documented, and aligned with business expectations before any campaign work begins.
Brand positioning and persona creation
Translates abstract marketing thinking into documented positioning, value propositions, personas, and communication styles.
Strong web presence roadmap
Positions the website as a serious long-term growth asset, supported by milestones covering structure, keywords, content, design, speed, development, launch, and on-page optimization.
Buyer-journey campaign planning
Shows how awareness, consideration, and decision-stage campaigns can be mapped to personas, formats, and CTAs.
Paid, organic, and tracking system
Ties together paid campaign testing, organic distribution, event and funnel tracking, and reporting through dashboards and iterative optimization.
Full strategic presentation covering goals, brand positioning, personas, website planning, campaigns, paid and organic strategy, and tracking
What this sample shows
This IBG work sample demonstrates how I approach growth planning when the goal is to build a complete digital marketing system rather than optimize a single channel. It shows the ability to move from business goals into brand positioning, audience strategy, web presence, funnel-based campaign design, content planning, channel activation, and performance tracking.
Digital marketing strategy thinking
Lead-generation planning
Brand-positioning and USP development
Persona creation and audience selection
Website growth planning
Buyer-journey campaign design
Paid and organic channel integration
Reporting and optimization framework design
Stakeholder-ready presentation skills
For recruiters & hiring managers
Why this work sample matters
This page is valuable because it shows how I structure digital growth before execution begins. Instead of jumping straight into tactics, the strategy starts with goals, positioning, personas, and web presence, then builds campaigns and measurement on top of that foundation.
For business-service brands, hiring managers, and decision-makers, that makes the sample more useful than a standalone deck. It demonstrates planning depth, strategic sequencing, and the ability to turn broad marketing goals into an organized execution framework.
Related services
This work sample connects most directly to these service areas:
Work sample FAQs
Need this level of digital strategy and lead-generation planning for your business?
Whether you need clearer positioning, a stronger website growth plan, better campaign structure, or a more measurable digital marketing system, I'd be happy to talk.