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Nextpower action plan
NOW
Start with the sources of wasted spend.
Fix the immediate problems while we prepare the next stage.
Redirect spending toward the North America commercial plan.
Remove Display and Search Partners from the central program.
Pause standalone Display and remove Display expansion from Search.
Replace broad boosts with clearly defined buyer audiences.
Use presence targeting and remove the two network options.
Separate the central North America budget from regional activity.
Read back each changed setting and monitor delivery against it.
Focus the central plan on North America.
Remove network waste and review the broad-query spend.
Correct the document settings and review local-time delivery.
Separate brand reporting; review the non-brand terms consuming spend.
Reconcile the $70,000 call budget with spending since September before setting live caps.
NEXT
Produce one CRM view of paid leads, their companies and their sales status.
Require company fit and a relevant decision-making or technical role.
Review delivered titles and companies weekly against the approved buyer list.
Prioritize buyer targeting and measurement before adding more media.
Build one buyer definition, then repair each channel around it.
Build the account and contact list; interview sales and review sales calls.
Support Shana’s wind-engineering initiative with evidence of performance in harsh conditions.
Build audience-specific ads and lead magnets using the language heard in sales calls.
Test conversion tracking, fix source IDs and align bidding with qualified inquiries.
Fix UTMs and test each ad-to-form-to-CRM journey.
Rebuild North America campaigns around contacts, companies and buying roles.
Filter commercial keywords and qualify the buyer in the ad copy.
Check list eligibility and match volume, then launch a restricted-audience test.
Run a small competitor campaign with its own budget and results.
Keep the product foundation; test stronger messages with the right audience.
Optimize for relevant inquiries, accepting fewer irrelevant clicks.
Create branded proof ads using approved customer quotes and product facts.
Record an approved Nextpower customer story for the relevant buying group.
Build focused campaign pages with a clear offer and a shorter form.
Shorten the form and test the complete delivery journey.
Build a focused technical-content page using the same clear structure.
Build the paid-lead report and verify it against actual form submissions.
Set up Fibbler for account reporting across LinkedIn and Google.
Review buyer fit and lead quality weekly; use pipeline evidence as it develops.
Use the action plan to assign owners and begin the priority work.
LATER
Use won and lost deals to keep the buyer definition current.
Enrich opted-in leads and send the company context directly to sales.
Connect engagement history to contacts, opportunities and sales activity.
Build the shared sales and marketing feedback process for the next fiscal year.