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Marketing Planning Overview
Marketing Planning Overview
Date
Agenda
PROGRAM OVERVIEW
1

Example one

2

Example two

3

Example three

4

Example four
Overall Marketing Planning
Objectives
GOALS

Go ahead and replace with your own text. This is example text. Go
ahead and replace with your own text.

TASKS

Go ahead and replace with your own text. This is example text. Go
ahead and replace with your own text.

RESOURCES

Go ahead and replace with your own text. This is example text. Go
ahead and replace with your own text.

EVALUATION

Go ahead and replace with your own text. This is example text. Go
ahead and replace with your own text.
Strategies
PROVEN METHODS

NEW METHODS

POSITIONING STRATEGY

• Method a. This is
example text.

• Method a. This is
example text.

• Method a. This is
example text.

• Method b. This is
example text.

• Method b. This is
example text.

• Method b. This is
example text.

• Method c. This is
example text.

• Method c. This is
example text.

• Method c. This is
example text.
Marketing Program Planning
Marketing Program Planning

Marketing Strategy

Primary
Objective

Marketing Strategy

Marketing Strategy

Tactic

Sample Text. Replace me with
your own text.

Tactic

Sample Text. Replace me with
your own text.

Tactic

Sample Text. Replace me with
your own text.
JAN
ARCS &
PILLARS

FEB

MAR

APR

MAY

JUN

JUL

Applicable
Event

Applicable
Event

High Level Program Initiative
High Level Program Initiative
High Level Program Initiative

EVENTS

AUDIENCE &
SEGMENTS

Applicable
Event

Applicable
Event

Applicable
Event

Applicable
Event

Applicable
Event

Add audience or persona
Add audience or persona

Add audience or persona

ONGOING

Nurturing & DB Emails
Paid Programs
PPC
Webinars
Social

High Level Program Planning Template

AVERAGE / MONTH
•x programs
•x webinars
•x live events
•x paid programs
Yearly Program View by Quarter
Q1

Q2

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

Q3

Q4
Program Roadmap
TACTIC
TACTIC

Initiative 1

TACTIC
TACTIC
TACTIC

Initiative 2

TACTIC
Initiative 3

TACTIC

TACTIC

Initiative 4

TACTIC
Q3 ‘13

Q4 ‘13

Q1 ‘14

Q2 ‘14
1 HC

Product Launch Program Plan

EVENT

LEAD GEN TACTICS

EMAIL TACTICS

CONTENT

Email 1

eBook

Webinar 1

Social

Email 2

Cheatsheet

Webinar 2

PPC Campaign

Email 3

Datasheet

In-Person Event

Paid Email
Campaign

Blog Post

Direct Mail
Sales
Call-down
Funnel Analysis: Program A (Webinar Example)
WHERE ARE THERE OPPORTUNITIES?
Program Launch Date:
Goals:
List Size:
Roughly X% Register ~ X Number
Webinar Dates:“
X% Attend – X Number

X% Register for Demo – X Number

Current List for Program Send
(X number of leads)

Webinar Sign-Ups
(X%)

Webinar Attend
(X%)

Webinar Follow Up Includes Offer for Demo
(X%)

X% Fit the Right Profile – X Number

Attend

X% Fit the Right Profile – X Number

Good Leads

Of those that attend the demo, X% become
opportunities – X Number
Win X% - X Wins

(X%)

(X%)

Opportunities
(X%)

Won
(X%)
Campaign Details
MARKETING-SALES FUNNEL

Awareness / Lead Gen

GOAL

ACTIVITY

Goal 1

Activity 1-5

Goal 2

Activity 1-5

Goal 3

Activity 1-5

Interest
Demo
Opps
Won
Content Initiative Planning
Content Planning
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 Posts

Blog Posts

Blog Posts

Blog Posts

ONGOING INITIATIVE
ONGOING INITIATIVE
ONGOING INITIATIVE
Q1

Q2

Q3

Q4
Content Program Drill-Down Per Quarter
Messaging Arc

Product Launches

Trend Related

Partner/Thought Leader

SEO

Asset 1

Asset 1

Asset 1

Asset 1

Asset 1

Asset 2

Asset 2

Asset 2

Asset 2

Asset 2

Asset 3

Asset 3

Asset 3

Asset 3

Asset 3

Asset 4

Asset 4

Asset 4

Asset 4

Asset 4

GOALS:
X

Ebooks
Per Month

X

Infographics
Per Month

X

Slide Decks
Per Quarter

X

Videos
Per Quarter
Event Planning
Yearly Events Calendar
Events

Date

Event a

Date a

Events
Activity
Activity a

Lead Goal

Actual Lead #

Goal a

Lead a
Yearly Webinar Calendar
Webinar Name

Date

Speakers

Registration Goal

Actual Registration

Webinar a

Date a

Speaker a

Goal a

Registration a
Thank You!

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Marketing Quarterly/Yearly Planning Customizable PowerPoint Template

  • 2. Agenda PROGRAM OVERVIEW 1 Example one 2 Example two 3 Example three 4 Example four
  • 4. Objectives GOALS Go ahead and replace with your own text. This is example text. Go ahead and replace with your own text. TASKS Go ahead and replace with your own text. This is example text. Go ahead and replace with your own text. RESOURCES Go ahead and replace with your own text. This is example text. Go ahead and replace with your own text. EVALUATION Go ahead and replace with your own text. This is example text. Go ahead and replace with your own text.
  • 5. Strategies PROVEN METHODS NEW METHODS POSITIONING STRATEGY • Method a. This is example text. • Method a. This is example text. • Method a. This is example text. • Method b. This is example text. • Method b. This is example text. • Method b. This is example text. • Method c. This is example text. • Method c. This is example text. • Method c. This is example text.
  • 7. Marketing Program Planning Marketing Strategy Primary Objective Marketing Strategy Marketing Strategy Tactic Sample Text. Replace me with your own text. Tactic Sample Text. Replace me with your own text. Tactic Sample Text. Replace me with your own text.
  • 8. JAN ARCS & PILLARS FEB MAR APR MAY JUN JUL Applicable Event Applicable Event High Level Program Initiative High Level Program Initiative High Level Program Initiative EVENTS AUDIENCE & SEGMENTS Applicable Event Applicable Event Applicable Event Applicable Event Applicable Event Add audience or persona Add audience or persona Add audience or persona ONGOING Nurturing & DB Emails Paid Programs PPC Webinars Social High Level Program Planning Template AVERAGE / MONTH •x programs •x webinars •x live events •x paid programs
  • 9. Yearly Program View by Quarter Q1 Q2 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 Q3 Q4
  • 10. Program Roadmap TACTIC TACTIC Initiative 1 TACTIC TACTIC TACTIC Initiative 2 TACTIC Initiative 3 TACTIC TACTIC Initiative 4 TACTIC Q3 ‘13 Q4 ‘13 Q1 ‘14 Q2 ‘14
  • 11. 1 HC Product Launch Program Plan EVENT LEAD GEN TACTICS EMAIL TACTICS CONTENT Email 1 eBook Webinar 1 Social Email 2 Cheatsheet Webinar 2 PPC Campaign Email 3 Datasheet In-Person Event Paid Email Campaign Blog Post Direct Mail Sales Call-down
  • 12. Funnel Analysis: Program A (Webinar Example) WHERE ARE THERE OPPORTUNITIES? Program Launch Date: Goals: List Size: Roughly X% Register ~ X Number Webinar Dates:“ X% Attend – X Number X% Register for Demo – X Number Current List for Program Send (X number of leads) Webinar Sign-Ups (X%) Webinar Attend (X%) Webinar Follow Up Includes Offer for Demo (X%) X% Fit the Right Profile – X Number Attend X% Fit the Right Profile – X Number Good Leads Of those that attend the demo, X% become opportunities – X Number Win X% - X Wins (X%) (X%) Opportunities (X%) Won (X%)
  • 13. Campaign Details MARKETING-SALES FUNNEL Awareness / Lead Gen GOAL ACTIVITY Goal 1 Activity 1-5 Goal 2 Activity 1-5 Goal 3 Activity 1-5 Interest Demo Opps Won
  • 15. Content Planning 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 Posts Blog Posts Blog Posts Blog Posts ONGOING INITIATIVE ONGOING INITIATIVE ONGOING INITIATIVE Q1 Q2 Q3 Q4
  • 16. Content Program Drill-Down Per Quarter Messaging Arc Product Launches Trend Related Partner/Thought Leader SEO Asset 1 Asset 1 Asset 1 Asset 1 Asset 1 Asset 2 Asset 2 Asset 2 Asset 2 Asset 2 Asset 3 Asset 3 Asset 3 Asset 3 Asset 3 Asset 4 Asset 4 Asset 4 Asset 4 Asset 4 GOALS: X Ebooks Per Month X Infographics Per Month X Slide Decks Per Quarter X Videos Per Quarter
  • 18. Yearly Events Calendar Events Date Event a Date a Events Activity Activity a Lead Goal Actual Lead # Goal a Lead a
  • 19. Yearly Webinar Calendar Webinar Name Date Speakers Registration Goal Actual Registration Webinar a Date a Speaker a Goal a Registration a

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