2017 Marketing Plan Template for Modern Marketers
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Transcript of 2017 Marketing Plan Template for Modern Marketers
Modern Marketing
Plan
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Quick plan template: Instructions to useUse this template for creating marketing plans for your business. The template is designed in 4 parts. The slides are designed such that you can input your business data in few places, thereby reducing the amount of data entry, and enabling quicker plans. Notes in every slide provide slide specific instructions to edit.
EDIT BY MOVING ICONSMany slides in the template are organized with icons. For e.g., you can move the $ icon on a ruler scale to indicate your current revenues.
And simply moving the icons to relevant position indicating your business status or needs, shapes up your marketing plan.
EDIT BY QUANTITY INPUTSSlides that point to specific actions, are organized to input numerical values. For e.g., you can state the number of events you plan to attend in a quarter.
And simply entering the numerical values gives shape to your marketing plan. Maximum effort is taken to keep the data entry low for busy users.
Augentia offers marketing services, automation & templates. Moremarketing templates are available athttp://augentia.com/kctemp.html
This template is free to use, in an as is basis from Augentia LLC. We are not providing any warranty or cover any losses that arise out of using this template.
EDIT THE MAPSFree editable maps used in the template are sourced from this link. You can select a country, double click, and change its color. Users can also download region specific maps from this site.
PHOTOS & ICONSFree photos and icons are used in the template that are sourced from Unsplash, Freeimages, Pixabay & Death to the Stock Photo (license). Template Users are free to use these photos & icons for business purposes, as per the licenses specified in respective free photos & icons sites.
Plan 2017Outline1.
Situation AnalysisWhere are we? 2.
Goals & Strategy3.Marketing ExecutionThe Campaigns & Calendar
4.Performance Analytics
Data driven marketing
Where to reach? And How?
1.Situation Analysis
“If You are in Bad Situation,Don’t worry, it will change.
If You are in Good Situation,Don’t worry, it will change
Highlights of 2016HEADLINEE.g.,Revenueroseby23%
HEADLINESampletext,replaceitwithyourtext
HEADLINESampletext,replaceitwithyourtext
HEADLINESampletext,replaceitwithyourtext
HEADLINESampletext,replaceitwithyourtext
HEADLINESampletext,replaceitwithyourtext
“Where are we?
Year 2016
Revenue
# of _____ Generated
# of Customers
Profit %
$_____ Mn
# _______
# _______
____%
The current state
Geographies Covered
Direct & Partners
Partners only
EDITABLE MAPSFree editable maps used in the template are sourced from this link. You can select a country, double click, and change its color. Users can also download region specific maps from this site.
2016 CampaignPerformance
18Mn
$___Mn
Campaign 1<Offer 1>
$___Mn
$94Mn
Campaign 2<Offer 2>
$__Mn
33Mn
Campaign 3___________
85Mn
$__Mn
Campaign 4___________
BUYER
Segment A <SMB>
Segment B(What worked well?)
2016 Product & ServicesPerformance
18Mn
50Mn
Segment A<SMB>
24Mn
93Mn
Segment B___________
63Mn
85Mn
Product A
Product B
Service A
(What worked well & not so well?)
2.Goals & Strategies
“ If It Doesn’t Challenge You,It Won’t Change You
“Where are we?In 2016
Where to reach?In 2017
Revenue
# of _____ Generated
# of Customers
Profit %
$_____ Mn
# _______
# _______
____%
THE JOURNEY
Opportunity SizeTHE INDUSTRY
1 TRILLIONINDUSTRYGLOBALLY By 2025
YOUR CURRENT MARKET SHARE
YOUR PIE IN
INDUSTRY SPEND
GROWINGCAGR 10%
23.5BN 2016GROWING AT CAGR 5.5
HOW IS THE MARKET GROWTH?
2013 2014 2015 2016
AMERICAS
23 Bn
500MILLION
EMEA
APAC
18Bn
ANALYSIS 2015-16
“We can’t reach
where we want to go by doing the same things as what
we did to reach here!
THE HOW’s
New Products to Market
Want Product Marketing assistance?Contact Augentia
PRODUCTS / SERVICES YEAR 2016
YEAR 2017
Product A: <NAME> ✔ ✔
Product B ✔ ✖
Service A ✔ ✔
Product C ✔
Service B ✔
“
THE <PRODUCT / BRAND NAME> OFFERS
<CATEGORY NAME> THAT DELIVERS
<KEY CUSTOMER BENEFIT>
TO <TARGET AUDIENCE / PERSONA>
UNLIKE <DIFFERENTIATOR> FROM COMPETITORS
NEW PRODUCT
POSITIONING MESSAGINGSTATEMENT
Buyers to Focus
Want to do a Buyer persona research?Contact Augentia
BUYER SEGMENT NAMES YEAR 2016
YEAR 2017
Segment 1: <NAME> ✔ ✔
Segment 2 ✔ ✖
Segment 3 ✔
Segment 4 ✔
ABM: Key Accounts
Want help on Account Based Marketing?Contact Augentia
ACCOUNT NAMES YEAR 2016
YEAR 2017
Account 1: <NAME> ✔ ✔
Account 2 ✔ ✖
Account 3 ✔
Account 4 ✔
Ways to Attract
Want to create a Custom Campaign?Contact Augentia
CAMPAIGN NAMES
YEAR 2016
2016 ROI
YEAR 2017
Campaign 1: <Name> ✔ ___% ✖
Campaign 2 ✔ ___% ✖
Campaign 3 ✔ ___% ✔
Campaign 4 ✔ ___% ✔
Campaign 5 ✔
Campaign 6 ✔
Optimize the Reach
Want to design a Event Kit?Contact Augentia
EVENT NAMES YEAR 2016
YEAR 2017
Event 1: <NAME> ✔ ✖
Event 2 ✔ ✖
Event 3 ✔ ✔
Event 4 ✔ ✔
Event 5 ✔
Event 6 ✔
In the New Year
Leverage Buyer’s Journey
Do you want to Implement or Operate?Contact Augentia
New Geographies: 2017
Direct & Partners
Partners only
New Geography entries
EDITABLE MAPSFree editable maps used in the template are sourced from this link. You can select a country, double click, and change its color. Users can also download region specific maps from this site.
Marketing Strategy 2017
Target newBuyer Segments
Introduce newCampaigns &
Reach out programs
Reach themin new channels,
right events& new geos
Implement orOptimize resources
Marketing automation
25% Increased Revenue
Acquire New AccountsDeepen Existing Accounts
3.Marketing Execution
“ Vision Without Execution Is Delusion
“70% of strategic failures
are due to poor Execution of Leadership!
- Ram Charan
Q1 Q2 Q3 Q4
Campaign1 C2 C3 C4
Event 1 E2 E3 E4
Buyer Segment S2 S3
Resources 01
02 The Plan
Awareness
Lead
Demo
Proposal
Won
04 The PipelineMARKETING EXECUTION CALENDAR
03
Build An Execution Engine
Marketing Team
Geography◎Americas◎Europe◎Middle East & Asia (MEA)◎____________
Function◎Digital Marketing◎Content Marketing◎Social Media Marketing◎________________
Segments / Accounts◎Large Accounts◎Small & Medium Businesses◎Consumers◎__________________
AmericasResponsible for covering the North America and Canada region. • Events & Roadshows• Sales support• Product collaterals
Digital MarketingResponsible for managing the digital and online marketing assets & actions.• Google Ad words & Pay per click• Online banner advertisements• Website optimization
Large AccountsResponsible for _____________________________________________.• Periodic Webcasts• Center of Excellence• _______________________
example example example
1a
Budget Areas Product A
Service A
Account B
Geo 1
Function 1
Segment 2 Total
Year 2016 $______ $_______ $_______ $_______ $_______ $_______ $_______
2016 ROMI* % % % % % % %
Year 2017 $______ $_______ $_______ $_______ $_______ $_______ $_______
*Return on Marketing Investments
Budget AllocationBudget Spend• 9% of revenues
Revenue projections• 25% YOY• Growth 5% > Market
growth %
(whichever is high)
1b
2017 Marketing Calendar
YELLOWPAGESADVT
SOCIALMEDIAENGAGEMENTS
<NAME>PAYPERCLICK&ADWORDS
EMAILNEWSLETTERS
LAUNCH1EVENT3
CAMPAIGNS/PROGRAMS
BuyerSegmentB(Targetaudienceorpersona):<NAME>
BuyerSegmentA(Targetaudienceorpersona)
Quarter1 Quarter2 Quarter3 Quarter4
LAUNCHES&EVENTS
BUYERSEGMENTS
CONTINUOUSACTIVITIES
EVENT4 EVENT5 EVENT6 LAUNCH2 EVENT5
IntegratedCampaign3:<NAME>
Campaign4
Campaign6:<NAME>
BuyerSegmentC(Targetaudienceorpersona)
03
CONTENTPLAN
Theme4:_______
Theme3:_______
Theme2:_______
ContentTheme1 #___ #___#3
assets#___
Campaign3
2017 CampaignTargets
20Mn
50Mn
Campaign 3<Cloud offer>
25Mn
$___Mn
Campaign 4___________
$__Mn
30Mn
Campaign 5___________
$__Mn
60Mn
Campaign 6___________
BUYER
Segment A <SMB>
Segment B
Segment C
100Mn
70Mn
2017 Product & ServicesTargets
30Mn
$__Mn
Segment A<SMB>
$__Mn
100Mn
Geography 1<AMERICAS>
$__Mn
85Mn
Product A Product CService AService B
85Mn
95Mn
2017 Key AccountsABM Targets
3Mn
$__Mn
Account A
$__Mn
10Mn
Account B
$__Mn
18Mn
Product A Product CService AService B
18Mn
19Mn
“THE FUEL FOR YOUR MARKETING CAR
CONTENT PLANCALENDAR & 2017 TARGETS
Q1 Q2 Q3 Q4
Theme1 Theme2 Theme3 Theme4
Asset:eBook(e.g.) Asset:________ Asset:Blog(e.g.) Asset:________
Asset:_<NAME>_ Asset:________ Asset:________ Asset:________
Asset:________ Asset:________ Asset:________ Asset:________
PartnerContent RSSFeeds AffiliatedContent Republishing
Partner: <Name> Paper.li (e.g.) MarketingProf Forbes(e.g.)
CHANNEL1:Social
C2: <NAME>
C3: Email(e.g.)
Topic1:_________
Topic2:_________
Asset:_______
Asset:_______
Asset:_______
Asset:<Name> #__ #__#3 #__
ACTIVITY SCHEDULEQ4
Q3
Q2
Q1
ActivityHeader Date Activity ResponsiblePerson
LeadGoal ActualLead#
RevenueGoal($)
Campaign MM/YY Activity1 Employee1 #_______ #_______ $________
Event Activity 2 Agency 1 #_______ $________
Launch Activity 3 ManagedMarketing 1
NA $________
Events
4.Performance Analytics
“ Not everything that counts can be counted, &
Not everything that can be counted counts
“
Of businesses are measuring leadsgenerated by marketing campaigns80%Of businesses are measuring opportunities generated by marketing campaigns71%Of businesses are measuring revenue generated by marketing campaigns63%
What do we measure?
04
Return on Marketing Investments (ROMI)
second
last
Revenue UpsideCustomer Adds
Competitor Wins<FILL YOUR CRITERIA>
ROMIData Capture Form
Example Dataset below
Return on Marketing Investments (ROMI) DatasetMarketing Activity Investment $ Impact 1 Qty (1)Direct marketing & 1:1 meetingsDirect marketing $1,000 (E.g.,) Key competitor win-back #_____Relationship management $_______ Strategic customer win #_____Traditional marketingPrint Advt $_______ Awareness #_____Press relations (PR) $_______ Awareness #_____Analyst relations (AR) $_______ Awareness #_____Print Advt $_______ Awareness #_____Out-door advt $_______ Touchpoints #_____Customer events $_______ Inquiry/Lead #_____Inhouse branding $_______ Product opportunity #_____Digital marketing & Social mediaDigital-Adwords $_______ Touchpoints #_____Digital-email marketing $_______ Touchpoints #_____Digital-PPC $_______ Touchpoints #_____Digital-SEO $_______ Website traffic #_____Social marketing $_______ Website traffic #_____Channel marketingChannel events $_______ Inquiry/Lead #_____Promotions $_______ Strategic customer win #_____
ROMIComputation Form
Formula-set below
Return on Marketing Investments (ROMI) AnalysisROMI analysis with control group data ROMI calculation
Impact received by MarketingControl Group (A)
Marketing group (B)
Incremental Impact [C]
Value weights (D)
Incremental value [E] ROMI
Awareness # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend
Touchpoints # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend
Web Traffic # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend
Lead # or $ # or $ (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend
Prospect # or $ # or $ (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend
Order/Rev Gen $ $ (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend
Strategic customer win # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend
Key competitor win # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend
Key competitor winback # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend
Customer retention # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend
Product Opportunity # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend
Do you want an excel template for ROMI? Contact Augentia
1.Assessed where we are?
2.Mapped directions & how?
3.Execution is key
4.Decided on Metrics
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