Jak planować działania b2b marketing automation?

MARKETING AUTOMATION PLAN FOR SUCCESS A Customizable Planning Template for SMB Marketers

•  Ownership & Goals •  Objectives •  Changes in Strategy •  Quarterly Campaign Plan •  Plan for Implementation •  Marketing Automation Stats •  Case Study Excerpts

TABLE OF CONTENTS

STRATEGY PLANNING

Marketing automation point person: Who in your company will head up this initiative? Users: Who will have a seat in your platform? Current pain points: Ex: Low lead quality; small ratio of leads passed to sales become closed deals. Long-term goals:

Short-term goals: KPIs to measure: Ex: MQLs

OWNERSHIP & GOALS

GOALS CAMPAIGNS CHANNELS

Ex: Increase # of marketing-qualified leads by 20% in Q4

Ex: Run lead nurturing campaigns targeted toward prospects who have been inactive less than 6 months

Ex: Email  

Goal 2 Campaign 2 Channel 2

Goal 3 Campaign 3 Channel 3

Goal 4 Campaign 4 Channel 4

Goal 5 Campaign 5 Channel 5

OBJECTIVES PLANNING Goals, campaigns, and channels to start with:

OLD STRATEGY NEW STRATEGY

Ex: Monthly email blast to cold leads Ex: Targeted nurturing tracks to educate non-sales-ready leads to a sales-ready state

Strategy 2 Strategy 2

Strategy 3 Strategy 3

Strategy 4 Strategy 4

Strategy 5 Strategy 5

CHANGES IN STRATEGY Marketing automation can streamline marketing initiatives by making current strategies more efficient and effective.

PLAN FOR EXECUTION

Complete by: __________ Complete by: __________ Complete by: __________

Complete by: __________ Complete by: __________ Complete by: __________

Implementation contact: Kickoff date: Goal for completion:

IMPLEMENTATION PLAN

FEBRUARY

Overarching  Campaign  

Overarching  Campaign  

Event  1   Event  2   Event  3   Event  4  

Nurturing  Campaigns  

Social  Media  

Content  Efforts  

Paid  Adver<sing  

Webinars  

JANUARY MARCH

QUARTERLY CAMPAIGN PLAN

WHAT TO EXPECT

•  Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)

•  Companies with mature lead generation and management practices have a 9.3%

higher sales quota achievement rate. (CSO Insights) •  Companies that excel at lead nurturing generate 50% more sales-ready leads at 33%

lower cost. (Forrester Research) •  Nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas

Group) •  Companies that automate lead management see a 10% or greater increase in revenue

in 6-9 months. (Gartner Research)

QUICK STATS

CASE STUDIES • Within 12 months of implementing marketing automation, Epicom increased website

leads by 63%. Learn more.

• JetReports saw unique visitors to their website increase by 115%. Learn more. • Mediacurrent saw a 129% year-over-year growth in content convertions. Learn more. •  In 6 months, AchieveIt went from 152 qualified leads to 1,405 — an increase of 824%.

Learn more. •  RedTail Solutions increased marketing team productivity by 40%, while reducing the

sales cycle by 25%. Learn more. • Wistia increased the number of free service trials by 40%. Learn more.

THANK YOU For more information, visit pardot.com.