Marketing Planning Best Practices

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


Key Components of a Marketing Plan

2015Recap

Target Audience

Budget

Calendar

2016Goals

KeyMessages

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© 2015 Salesfusion, Inc. All Rights Reserved.

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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Thank YouMalinda Wilkinson

[email protected]@MalindaWilk

www.salesfusion.com

mailto:[email protected]

mailto:[email protected]