5 Tips to Nail Your 2016 Marketing Plan
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Transcript of 5 Tips to Nail Your 2016 Marketing Plan
@brightfunnel | www.brightfunnel.com/blog/
5 Tips to Nail Your 2016 Marketing PlanHOSTED BYNadim Hossain and Damon Waldron
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How to ask questions during webinar
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Today’s Speakers
NadimHossain
@nadimhossain
DamonWaldron
@damon_waldron
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“A goal without a plan is just a wish.”
- Antoine de Saint-Exupéry
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“Everyone has a plan until they get punched in the mouth.”
- Mike Tyson
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Setting The Stage
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Marketing planning goals
• Alignment with broader business goals• Show marketing impact• Show analytical rigor/data-driven decision
making
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Planning challenges
Understanding of what’sworked and what hasn’t
Getting an accurate representation of
campaign performance
Outside preconceptions about channels
Data/ops challenges
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Do Your Homework
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1. Get an accurate view of campaign performance
Evaluate channels for efficiency (pipe to spend, CPL) as well as volume
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1. Get an accurate view of campaign performance
But take into account other factors like velocity of campaign groups
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1. Get an accurate view of campaign performance
Also look beyond single-touch attribution for views of both top and mid-funnel marketing impact
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2. Overcome operational challenges
• Make sure leads & contacts are part of campaigns
• Add accurate cost data for campaigns
• Verify campaign membership structure and what’s considered a success
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3. Align plan with overall company goals
• Start with company-wide monthly revenue targets
• Use historical conversion data to calculate leads needed to hit targets
• Work bottom up taking into account efficiency of channels and capacity
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3. Align plan with overall company goals
But take into account time-shifting
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Deploy
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4. Map out your calendar
• Take into account “lumpy” channels like live events
• Then layer in channels by efficiency and capacity
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5. Show your work
Walk through the math to justify your budget… or fight for more.
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BrightFunnel
To learn more about how to do all of this, check out www.brightfunnel.com
Or email Damon directly: [email protected]
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Questions?