Shift Happens-for-B2B/B2C-marketers

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Program Plan For B2B/B2C Marketers

Transcript of Shift Happens-for-B2B/B2C-marketers

Page 1: Shift Happens-for-B2B/B2C-marketers

Program Plan For

B2B/B2C Marketers

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Overall Marketing Planning for

Shift Happens!®

Leveraging on line tools, social media,

and more to build your business.

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© 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? New attendees? Reveue? Other?

Which resources do I need to accomplish my tasks? Internal? External? Outsourced?

How can I determine which programs worked?

Number of attendees? Revenue? Engagements?

GOALS

TASKS

RESOURCES

EVALUATION

©2017 James Feldman Associates, Inc.

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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

©2017 James Feldman Associates, Inc.

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Marketing Program Planning

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Marketing Program Planning

Marketing Strategy

Which programs will I run?

Marketing Strategy

Which programs will I run?

Marketing Strategy

Which programs will I run?

Primary Objective Tactic

©2017 James Feldman Associates, Inc.

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X Programs

X WebinarsX Live Events

X Paid Programs

JAN FEB MAR APR MAY JUN JUL

EventsApplication

Event

Application

Event

Application

Event

Application

Event

Application

Event

Application

Event

Application

Event

3

High-Level Program Planning Template

Nurturing & DB Emails

Consumer Paid Programs

Sponsored Keynotes/Breakouts

Social/Free Webinars

Admission Paid 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

Events

©2017 James Feldman Associates, Inc.

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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

©2017 James Feldman Associates, Inc.

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Program Roadmap Tactic

Tactic

Tactic

Tactic Tactic

Tactic

Tactic

Tactic Tactic

Tactic

Tactic

Tactic Tactic

Tactic

Tactic

Tactic Tactic

Tactic

Tactic

Tactic

Q1Q2

Q3

Q4

©2017 James Feldman Associates, Inc.

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Product Launch Program

Plan

• 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 Number

Webinar Dates:

Program Launch Date:

Goals:

List Size:

Funnel Analysis: Program 1 (Workshop/Webinar Example)

Where are there opportunities?

Workshop/Webinar Sign-Ups

Current List for Program Send

Workshop/Webinar Attend

Follow-Up Includes Offer for Demo

Attend

Good Prospects

Opportunities

WON

©2017 James Feldman Associates, Inc.

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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

©2017 James Feldman Associates, Inc.

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Campaign Evaluation

Programs

Cost New NamesNew Qualified

NamesOpportunities 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?

-Where am I getting the best income results from the least investment?

©2017 James Feldman Associates, Inc.

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Content Initiative Planning

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Content Planning

Q1 Q2 Q3 Q4

ONGOING INITIATIVE

ONGOING INITIATIVE

ONGOING INITIATIVE

Theme 1 Theme 2 Theme 3 Theme 4

Ebook Ebook Ebook Ebook

Free Webinar Free Webinar Free Webinar Free Webinar

Slide Deck Slide Deck Slide Deck Slide Deck

Blog Post Blog Post Blog Post Blog Post

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Content Program Drill-Down Per Quarter

Quarter

Messaging

Arc

Product

Launches

Network

RelatedPartner/

Thought LeaderEducational

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

EbooksPer Month

Free

WebinarsPer Month

Slide

DecksPer Quarter

VideosPer Quarter

©2017 James Feldman Associates, Inc.

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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 Goal Actual 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

©2017 James Feldman Associates, Inc.

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© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Yearly Webinar Calendar

Quarter

Webinar

NameDate Speaker

Registration

Goal

Actual

Registration

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