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2016
Marketing PlanningBest Practices
10 Tips to Jumpstart Marketing Planning
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Tip #1: You are not alone. Gather input from key stakeholders.
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Tip #2:Spy on your competition.
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Tip #3: Audit 2015 results and current assets.
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Tip #4: Document processes.
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Tip #5: Identify Gaps.
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Tip #6: Be Fearless.
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Tip #7: Measure Everything.
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Tip #8: Adjust Your Course as Needed.
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Tip #9: Communicate
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Tip #10: Just Get Started.
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Components ofa Marketing Plan
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Key Components of a Marketing Plan
2015Recap
Target Audience
Budget
Calendar
2016Goals
KeyMessages
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2015 Recap
1 Slide of bullets ● Key Initiatives● Key Accomplishments● Potentially any setbacks
1 - 5 Slides of 2015 Metrics● Wins and Campaign
that drove them● Graphs or Charts of
Results
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2015 Recap● Reorganized team and hired 2 new
people● Implemented automated lead
nurturing campaigns and lead scoring● Increased sales accepted
opportunities passed to sales● Lost some momentum with sales
leadership change
Example Slides
2015 Metrics● INSERT charts or funnels with KPIs● Provide relevant commentary
2015 Sales Wins Driven by Marketing● Customer 1 and Campaign● Customer 2 and Campaign● Customer 3 and Campaign
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2016 Goals and Objectives
Typically 1-2 slides● Include both soft and
hard objectives● Set quantifiable goals to
measure success● Craft these based on
revenue goals and corporate goals
● Could include Success Criteria
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2016 Goals and Objectives● Implement Social Media Management Solution and track
ROI of social campaigns● Deliver more integrated, multi-touch campaigns● Define key influencers and build relationship with them● Create a monthly marketing dashboard to communicate
progress towards goals● Create a minimum of X blog posts per week● X # of Marketing Qualified Leads● X # of Sales Accepted Opportunities● Improve email click rates by X%● Lower Cost per lead and cost per opportunity by X $
Example Slides
Success Criteria
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Key Messages
1 - Many slides● Share the main messages or
themes you want to articulate in communications and campaigns
● Include differentiators / value prop statements
● Content Available to support the key messages could be included here as well but not necessary
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Level 1 Messages
Example Slides
Level 2 Messages
Marketing Assets to Support Level 2
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Target Audience
● Identify firmagraphic characteristics of ideal target
● Include characteristics of ideal customer profile
● Take it a step further and include buyer personas
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Example Slides
Buyer Persona
Target Audience
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Calendar
● Outline plan in monthly or quarterly view
● Plans may be less defined for future dates
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Example Slide
Calendar Option
Calendar Option
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Budget
Typically 1 slide● Include costs by area
and % of total budget● Could include
comparison to last year
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Budget
Example Slide
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Other
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Options are Endless!
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