1. Marketing Planning Overview
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Marketing Planning Overview
Marketing Planning Overview
Date

2. Agenda PROGRAM OVERVIEW 1 Example one 2 Example two 3 Example three 4
Example four

3. Overall Marketing Planning

4. Objectives GOALS TASKS RESOURCES EVALUATION
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TASKS
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RESOURCES
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EVALUATION
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5. Strategies PROVEN METHODS NEW METHODS POSITIONING STRATEGY
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6. Marketing Program Planning

7. Marketing Program Planning
Primary Objective
Marketing Strategy
Tactic
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Marketing Strategy
Tactic
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Marketing Strategy
Tactic
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8. High Level Program Planning Template
JAN
FEB
MAR
APR
MAY
JUN
JUL
ARCS & PILLARS
High Level Program Initiative
High Level Program Initiative
High Level Program Initiative
EVENTS
Applicable Event
Applicable
Event
Applicable Event
Applicable Event
Applicable Event
Applicable Event
Applicable Event
AVERAGE / MONTH
x programs
x webinars
x live events
x paid programs
AUDIENCE & SEGMENTS
Add audience or persona
Add audience or persona
Add audience or persona
ONGOING
Example to show overview
Nurturing & DB s
Paid Programs
PPC
Webinars
Social
High Level Program Planning Template

9. Yearly Program View by Quarter

10. Program Roadmap TACTIC Initiative 1 TACTIC TACTIC TACTIC Initiative 2
Q3 ‘13
Q4 ‘13
Q1 ‘14
Q2 ‘14

11. Product Launch Program Plan
1 HC
Product Launch Program Plan
TACTICS
CONTENT
EVENT
LEAD GEN TACTICS 1
eBook
Webinar 1
Social 2
Cheatsheet
Webinar 2
PPC Campaign 3
Datasheet
In-Person Event
Paid Campaign
Blog Post
Direct Mail
Sales
Call-down

12. Funnel Analysis: Program A (Webinar Example)
WHERE ARE THERE OPPORTUNITIES?
Program Launch Date:
Goals:
List Size:
Current List for Program Send
(X number of leads)
Roughly X% Register ~ X Number
Webinar Dates:“
Webinar Sign-Ups
(X%)
Webinar Attend
(X%)
X% Attend – X Number
Webinar Follow Up Includes Offer for Demo
(X%)
X% Register for Demo – X Number
Attend
(X%)
X% Fit the Right Profile – X Number
Good Leads
(X%)
X% Fit the Right Profile – X Number
Of those that attend the demo, X% become opportunities – X Number
Opportunities
(X%)
Won
(X%)
Win X% - X Wins

13. Campaign Details Awareness / Lead Gen Interest Demo Opps Won
MARKETING-SALES FUNNEL
GOAL
ACTIVITY
Goal 1
Activity 1-5
Awareness / Lead Gen
Interest
Goal 2
Activity 1-5
Demo
Opps
Goal 3
Activity 1-5
Won

14. Content Initiative Planning

15. Content Planning Theme 1 Theme 2 Theme 3 Theme 4 Ebook Infographic
Slide Deck
Blog Posts
ONGOING INITIATIVE
ONGOING INITIATIVE
ONGOING INITIATIVE Q1 Q2 Q3 Q4

16. Content Program Drill-Down Per Quarter
Messaging Arc
Product Launches
Trend Related
Partner/Thought Leader
SEO
Asset 1
Asset 2
Asset 3
Asset 4
GOALS: X X X X
Ebooks
Per Month
Infographics
Per Month
Slide Decks
Per Quarter
Videos
Per Quarter

17. Event Planning

18. Yearly Events Calendar
Date
Activity
Lead Goal
Actual Lead #
Event a
Date a
Activity a
Goal a
Lead a Q1 Q2 Q3 Q4

19. Yearly Webinar Calendar
Webinar Name
Date
Speakers
Registration Goal
Actual Registration
Webinar a
Date a
Speaker a
Goal a
Registration a Q1 Q2 Q3 Q4

20. Thank You!