1. Program Plan For Consumer Marketers Customizable PowerPoint Template

2. Overall Marketing Planning

3. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Objectives What am I trying to achieve this month/quarter? Which programs do I need to run to achieve my goals? Which resources do I need to accomplish my tasks? How can I determine which programs worked? GOALS TASKS RESOURCES EVALUATION

4. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Strategies What has worked in the past? What hasn’t worked? What is working now? What isn’t working now? Which new methods am I going to try? PROVEN METHODS CURRENT METHODS NEW METHODS

5. Marketing Program Planning

6. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Marketing Program Planning Marketing Strategy 1 Acquire Which programs will I run? Marketing Strategy 2 Engage Which programs will I run? Marketing Strategy 3 Retain Which programs will I run? Primary ObjectiveTactic

7. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Programs JANFEBMAR APR MAYJUNJUL Events Application Event 3 High-Level Program Planning Template Emails Display PPC Social SEO Add Audience or Persona High-Level Program Initiative Product Launches Ongoing Buyer Segments Events (if applicable) Average # of Programs/Month

8. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Yearly Program View by Quarter Quarter Q1Q2Q3Q4 Program 1 Program 2 Program 3 Program 4 Program 5 Program 6 Acquire Engage Retain

9. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Program Roadmap Tactic Acquire Tactic Engage Tactic Retain Tactic Product Releases Tactic Loyalty (optional) Tactic Q1 Q2 Q3 Q4

10. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Product Launch Program Plan Email TacticsContentEvents Customer Acquisition Email 1 Email 2 Email 3 Blog Post Product Releases In-Person Event Social PPC Campaign Direct Mail SEO

11. © 2015 Marketo, Inc. Marketo Proprietary and Confidential } Where is the revenue coming from? # of New Customers # of Customers in Loyalty Program # of New Names # of Repeat Customers # of Customers Who Are Advocates # of Website Visits # of Impressions Advocates Loyal Customers Repeat Customers New Customers Program Engagement Potential Customers Awareness Customer Journey Analysis: Program 1 Total Revenue Average Revenue Per Customer

12. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Campaign Details Buyer Journey Which activities will you run to hit your goals? What are your goals? Which activities will you run to hit your goals? What are your goals? Which activities will you run to hit your goals? What are your goals? Which activities will you run to hit your goals? What are your goals? Which activities will you run to hit your goals? What are your goals? Which activities will you run to hit your goals? What are your goals? Awareness Acquire Engagement Customer Retention Loyalty

13. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Campaign Evaluation Programs Cost New Customers Repeat Customers Revenue Program 1 Program 2 Program 3 Program 4 Program 5 Program 6 -What are the top performing programs that I should do again? -What are the worst performing programs that I should not do again?

14. The End