1. Program Plan For B2B 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 Attract Which programs will I run? Marketing Strategy 2 Engage Which programs will I run? Marketing Strategy 3 Close Which programs will I run? Primary ObjectiveTactic

7. © 2015 Marketo, Inc. Marketo Proprietary and Confidential X Programs X Webinars X Live Events X Paid Programs JANFEBMAR APR MAYJUNJUL Events Application Event 3 High-Level Program Planning Template Nurturing & DB Emails Paid Programs PPC Social Webinars Add Audience or Persona High-Level Program Initiative Arcs & Pillars Ongoing Audience & Segments Average/ Month Events

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 Attract Engage Close

9. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Program Roadmap Tactic Attract Tactic Engage Tactic Close 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 Lead Generation Tactics Email 1 Email 2 Email 3 Ebook Cheat Sheet Datasheet Blog Post Product Releases Webinar 1 Webinar 2 In-Person Event Social PPC Campaign Paid Email Campaign Direct Mail Sales Call-Down SEO

11. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Of those who attend the demo, X% become opportunities – X number Win X% – X Wins X% Fit the Right Profile – X Number X% Fit the Right Profile — X Number X% Register for Demo — X Number X% Attend — X Number Roughly X% Register ~X Number Webinar Dates: Program Launch Date: Goals: List Size: Funnel Analysis: Program 1 (Webinar Example) Where are there opportunities? Webinar Sign-Ups (X%) Current List for Program Send ( X# Leads) Webinar Attend (X%) Webinar Follow-Up Includes Offer for Demo (X%) Attend (X%) Good Leads (X%) Opportunities (X%) WON (X%)

12. © 2015 Marketo, Inc. Marketo Proprietary and Confidential What are your goals? Which activities will you run to hit your goals? Campaign Details 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? Known Names Awareness Qualified Names Opportunities What are your goals? Which activities will you run to hit your goals? WINS The Marketing-Sales Funnel

13. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Campaign Evaluation Programs CostNew Names New Qualified Names OpportunitiesRevenue 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. Content Initiative Planning

15. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Content Planning Q1Q2Q3Q4 ONGOING INITIATIVE Theme 1Theme 2Theme 3Theme 4 Ebook Infographic Slide Deck Blog Post

16. © 2015 Marketo, Inc. Marketo Proprietary and Confidential GOALS Content Program Drill-Down Per Quarter Quarter Messaging Arc Product Launches Trend Related Partner/ Thought Leader Educational Quarter1Asset 1 Quarter2Asset 2 Quarter3Asset 3 Quarter4Asset 4 Ebooks Per Month Infographics Per Month Slide Decks Per Quarter Videos Per Quarter

17. Event Planning

18. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Yearly Events Calendar Quarter EventDateActivityLead GoalActual Lead # Quarter 1Event ADate AActivity AGoal ALead A Quarter 2Event BDate BActivity BGoal BLead B Quarter 3Event CDate CActivity CGoal CLead C Quarter 4Event DDate DActivity DGoal DLead D

19. © 2015 Marketo, Inc. Marketo Proprietary and Confidential Yearly Webinar Calendar Quarter Webinar Name DateSpeaker Registration Goal Actual Registration Quarter 1Webinar ADate ASpeaker AGoal ARegistration A Quarter 2Webinar BDate BSpeaker BGoal BRegistration B Quarter 3Webinar CDate CSpeaker CGoal CRegistration C Quarter 4Webinar DDate DSpeaker DGoal DRegistration D

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