5 Tips to Nail Your 2016 Marketing Plan

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5 Tips to Nail Your 2016 Marketing PlanHOSTED BYNadim Hossain and Damon Waldron

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Today’s Speakers

NadimHossain

@nadimhossain

DamonWaldron

@damon_waldron

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“A goal without a plan is just a wish.”

- Antoine de Saint-Exupéry

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“Everyone has a plan until they get punched in the mouth.”

- Mike Tyson

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Setting The Stage

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Marketing planning goals

• Alignment with broader business goals• Show marketing impact• Show analytical rigor/data-driven decision

making

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Planning challenges

Understanding of what’sworked and what hasn’t

Getting an accurate representation of

campaign performance

Outside preconceptions about channels

Data/ops challenges

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Do Your Homework

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1. Get an accurate view of campaign performance

Evaluate channels for efficiency (pipe to spend, CPL) as well as volume

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1. Get an accurate view of campaign performance

But take into account other factors like velocity of campaign groups

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1. Get an accurate view of campaign performance

Also look beyond single-touch attribution for views of both top and mid-funnel marketing impact

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2. Overcome operational challenges

• Make sure leads & contacts are part of campaigns

• Add accurate cost data for campaigns

• Verify campaign membership structure and what’s considered a success

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3. Align plan with overall company goals

• Start with company-wide monthly revenue targets

• Use historical conversion data to calculate leads needed to hit targets

• Work bottom up taking into account efficiency of channels and capacity

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3. Align plan with overall company goals

But take into account time-shifting

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Deploy

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4. Map out your calendar

• Take into account “lumpy” channels like live events

• Then layer in channels by efficiency and capacity

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5. Show your work

Walk through the math to justify your budget… or fight for more.

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BrightFunnel

To learn more about how to do all of this, check out www.brightfunnel.com

Or email Damon directly: damon@brightfunnel.com

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Questions?