Program Plan For B2B Marketers Customizable PowerPoint Template.

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Program Plan For B2B Marketers Customizable PowerPoint Template

Transcript of Program Plan For B2B Marketers Customizable PowerPoint Template.

Page 1: Program Plan For B2B Marketers Customizable PowerPoint Template.

Program Plan For B2B MarketersCustomizable PowerPoint Template

Page 2: Program Plan For B2B Marketers Customizable PowerPoint Template.

Overall Marketing Planning

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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

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© 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

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Marketing Program Planning

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Marketing Program Planning

Marketing Strategy

1

Attra

c

t

Which programs will I run?

Marketing Strategy

2

Engag

e

Which programs will I run?

Marketing Strategy3

Close

Which programs will I run?

Primary Objective Tactic

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

X ProgramsX Webinars

X Live EventsX Paid Programs

JAN FEB MAR APR MAY JUN JUL

Events Application Event

Application Event

Application Event

Application Event

Application Event

Application Event

Application Event

3

High-Level Program Planning Template

Nurturing & DB Emails

Paid Programs

PPC

Social

Webinars

Add Audience or Persona

Add Audience or Persona

Add Audience or Persona

High-Level Program Initiative

High-Level Program Initiative

High-Level Program Initiative

Arcs & Pillars

Ongoing

Audience & Segments

Avera

g

e/

Month

Events

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Yearly Program View by Quarter

Quarter

Q1 Q2 Q3 Q4

Program 1 Program 1 Program 1 Program 1

Program 2 Program 2 Program 2 Program 2

Program 3 Program 3 Program 3 Program 3

Program 4 Program 4 Program 4 Program 4

Program 5 Program 5 Program 5 Program 5

Program 6 Program 6 Program 6 Program 6

Attract

Engage

Close

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Program Roadmap TacticTacti

c

Attra

c

t

Tactic

Tactic

TacticTacti

c

Engag

e

Tactic

Tactic

TacticTacti

c

Close

Tactic

Tactic

TacticTacti

c

Produ

c

t

Relea

s

es

Tactic

Tactic

TacticTacti

c

Loyalty

(opt

ional

)

Tactic

Tactic

Q1

Q2

Q3

Q4

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Product Launch Program Plan

Emai

l

Tact

ics

Content

Events Le

ad

Generatio

n

Tact

ics

• 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

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© 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 NumberWebinar 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#

Lead

s)

Webinar Attend

(X%

)

Webinar Follow-Up Includes Offer for Demo(X

%)

Attend

(X%

)

Good Leads

(X%

)Opportunities

(X%

)WON

(X%

)

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© 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

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Campaign Evaluation

Programs

CostNew

Names

New Qualified Names

Opportunities

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?

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Content Initiative Planning

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Content Planning

Q1 Q2 Q3 Q4

ONGOING INITIATIVE

ONGOING INITIATIVE

ONGOING INITIATIVE

Theme 1 Theme 2 Theme 3 Theme 4

Ebook Ebook Ebook Ebook

Infographic Infographic Infographic Infographic

Slide Deck Slide Deck Slide Deck Slide Deck

Blog Post Blog Post Blog Post Blog Post

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GOAL

S

Content Program Drill-Down Per Quarter

Quarter

Messaging Arc

Product Launches

Trend Related

Partner/ Thought Leader

Educational

Quarter1 Asset 1 Asset 1 Asset 1 Asset 1 Asset 1

Quarter2 Asset 2 Asset 2 Asset 2 Asset 2 Asset 2

Quarter3 Asset 3 Asset 3 Asset 3 Asset 3 Asset 3

Quarter4 Asset 4 Asset 4 Asset 4 Asset 4 Asset 4

Ebooks

Per Month Infographics

Per Month

SlideDecks

Per Quarter

Videos

Per Quarter

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Event Planning

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Yearly Events Calendar

Quarter

Event Date Activity Lead GoalActual Lead #

Quarter 1 Event A Date A Activity A Goal A Lead A

Quarter 2 Event B Date B Activity B Goal B Lead B

Quarter 3 Event C Date C Activity C Goal C Lead C

Quarter 4 Event D Date D Activity D Goal D Lead D

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Yearly Webinar Calendar

Quarter

Webinar Name

Date SpeakerRegistratio

n Goal

Actual Registratio

n

Quarter 1 Webinar A Date A Speaker A Goal A Registration A

Quarter 2 Webinar B Date B Speaker B Goal B Registration B

Quarter 3 Webinar C Date C Speaker C Goal C Registration C

Quarter 4 Webinar D Date D Speaker D Goal D Registration D

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The End