Marketing Plan Presentation Template 2018

1. Marketing Plan 01 Aspiration 02 Situation 03 Objectives 04 Strategy 05 Content 06 Technology 07 Budget 2018

2. How to use this template: This marketing plan presentation is made up of seven stages. Each stage was designed to facilitate analysis, planning, and communication of your strategic marketing plan. You will find links to additional Demand Metric tools & templates, which can be used to:  Help you better understand and execute each component of a strategic marketing plan  Facilitate deep analysis of your business to support your recommendations  Give you more confidence when presenting to senior-level stakeholders  Leverage the same tools & templates that our consultants use when doing consulting engagements

3. MARKETING PLAN Situation Enter your vision statement here. Objectives Strategy Content Technology If you don’t have a vision statement, use Demand Metric’s Vision Statement Worksheet to create one: https://www.demandmetric.com/content/vision-statement-worksheet Budget

4. MARKETING PLAN Situation Enter your core values here (see example below): Social Accountability Objectives • Candor • Strategy Results-Oriented • Equal Opportunity • Content Transparency • Technology If you don’t have core values, use Demand Metric’s Core Values Worksheet to create one: https://www.demandmetric.com/content/core-values-worksheet Budget

5. MARKETING PLAN Aspiration Statistics Objectives Strategy Content Technology If you don’t have metrics collected, use Demand Metric’s Key Marketing Metrics Dashboard to start tracking them: https://www.demandmetric.com/content/key-marketing-metrics-dashboard Budget

6. MARKETING PLAN Aspiration Enter your customer analysis here. You may wish to include information regarding the number of total accounts, lifetime value, satisfaction, retention rates, etc. Objectives Strategy Content Following are a few Demand Metric tools to help you with customer analysis: https://www.demandmetric.com/content/customer-engagement-metrics-dashboard https://www.demandmetric.com/content/customer-profile-template https://www.demandmetric.com/content/customer-journey-map-template https://www.demandmetric.com/content/customer-satisfaction-index-calculator https://www.demandmetric.com/content/customer-lifetime-value-calculator Technology Budget

7. MARKETING PLAN Aspiration Analysis Social Technological Economic Political Objectives Trends Strategy Conditions Content Implications Technology Budget

8. MARKETING PLAN Aspiration Strengths Weaknesses Objectives • Describe your key strengths as a business including your core capabilities. • Outline any weaknesses that are currently holding you back from achieving better results. Strategy Opportunities Threats Content • Based on your strengths, outline any new opportunities that your organization is poised to take advantage of. • Document the key risks your organization is currently facing. Technology Budget

9. MARKETING PLAN Aspiration Objectives Strategy Content Technology Use Demand Metric’s Competitive Analysis Tool to analyze your competitive position: https://www.demandmetric.com/content/competitive-analysis-tool Budget

10. MARKETING PLAN Aspiration Situation Technology & Processes Employee Growth Financial Customer Objectives Strategy Programs & Initiatives Content Technology KPIs and Target Timeframes Budget

11. MARKETING PLAN Aspiration Situation Objective #1 – Generate Enough Leads to Hit Revenue Growth Target Programs, Initiatives and Actions KPIs and Metrics Target Timeframes • Enter programs here • Enter KPIs here • Goal timeframes here Objective #2 – Implement New Marketing Technology Infrastructure Strategy Programs, Initiatives and Actions KPIs and Metrics Target Timeframes • Enter programs here • Enter KPIs here • Goal timeframes here Content Objective #3 – Launch New Product Technology Programs, Initiatives and Actions KPIs and Metrics Target Timeframes • Enter programs here • Enter KPIs here • Goal timeframes here Budget

12. MARKETING PLAN Aspiration Situation Company Size (Revenue) Key Market Segments Market Segment Sizes 100M+ Revenue 5-100M Revenue 0-5M Revenue Objectives Canada 928,247 small businesses in USA, Canada & Australia Small Business International Markets North America Corporate United States 1,420,996 mid-sized and large corporations in USA & Canada North America Corporate Small Business Content Australia 79,890 mid-sized and large corporations in Australia Australia Corporate Australia Corporate Technology Use Demand Metric’s Market Segment Analysis Tool to analyze and segment your key markets: https://www.demandmetric.com/content/market-segmentation-and-analysis-tool Budget

13. MARKETING PLAN Aspiration Situation Demographics (who they are) Annual Revenue $100M - $500M Objectives # Employees 250-1,000 Industry B2B (healthcare, finance, insurance, tech, manufacturing, pharma) Psychographics (how they think) Culture Open to new ideas and change, flexible and agile in their approach Growth Orientation Focused on growth and testing new ideas that produce increased results Technology Adoption Profile Early adopters of new technologies Behavioral (how they act) Content Engagement Conduct research and consume lots of content from various sources before making decisions Buying Process Team-based, typically initiated by one department, then moves to a cross-functional team Environment (their situation) Technology Technology Landscape Have implemented Salesforce and a marketing automation platform (Pardot, Oracle, Hubspot, etc.) Geographic Location Based in USA, Canada, UK, ANZ, or Western Europe Alignment with I/T I/T is supportive but allows for solutions to be tested in departments with minimal oversight Budget

14. MARKETING PLAN Aspiration Situation Business Buyer Persona Technical Buyer Persona Age Age 28 36 Objectives Income Income $45,000/year $75,000 per year Experience Experience 5 years in Marketing 10 years in Information Technology Education Education University or College Degree in Business University Degree in Computer Science Decision-Making Decision-Making Make decisions quickly Doesn't like to make decisions quickly Like being active and busy, dislike pushy salespeople and complex software Likes & Dislikes Likes & Dislikes Dislikes end users who violate security policies Read online daily, have far too many email newsletter subscriptions Online forums with techies, virtual conferences, technology analyst reports Media Media Content Excellent project manager and skilled at working with outside agencies Typically get information from reading reviews onilne or talking to peers Very organized and tech savvy, not the best communicator Posts questions on forums, reads whitepapers, contacts reference clients Habits & Skills Habits & Skills Research Research Technology Skills Technology Skills Uses Microsoft Office but I/T manager makes it difficult to buy new software Runs the datacenter and network for the business Technology Buying Power Buying Power Has sign-off authority for under $1,000 Can authorize purchases up to $5,000 Purchasing Process Purchasing Process Reviews products, discusses with team and makes purchase with credit card Identifies trends, researches solutions, requirements, vendors demos, contracts Budget

15. MARKETING PLAN Aspiration Situation For: Product is: Ideal for: Better than: Because: Objectives Key Criteria Cite differentiation and other evidence to back up your claim of superiority. Describe best use or application for product. Identify primary competitor or competing approach. Identify ideal market segment. Provide concise description. Our Product Content Technology Use Demand Metric’s Positioning Statement Worksheet to help you craft your statement: https://www.demandmetric.com/content/positioning-statement-worksheet Budget

16. MARKETING PLAN Aspiration Situation Objectives Economy Penetration Premium Skimming Content Technology Use Demand Metric’s Pricing Strategy Template to determine your approach to pricing: https://www.demandmetric.com/content/pricing-strategy-template Budget

17. MARKETING PLAN Aspiration Situation Objectives Strategy Content Technology Use Demand Metric’s Customer Journey Map to document your typical customer journey: https://www.demandmetric.com/content/customer-journey-map-template Budget

18. MARKETING PLAN Aspiration Situation Buyer Stage Need Discovery Consideration Decision Advocacy Goal is to purchase the product/service that satisfies the need Identification of problem or business opportunity Search for solutions to problems/opportunities Assess alternatives and gather info on solutions Did the purchase accomplish its objectives? Description Objectives Buyer becomes aware of a problem or opportunity Buyer must make decision to purchase a solution Buyer reviews product or service and becomes a product/service enthusiast Buyer finds our solution and competitive solutions Buyer evaluates solutions & enters into “trials” Action Is this solution easy to use? How long will it take? Do I need this? What are my requirements? What differentiates you from your competitors? How can I prove a Return on Investment? Is the solution providing value? Strategy Questions 1 Day 30 Days 30 Days 15 Days On-Going Duration Thought leaders, review sites, customers, competitors Customer service, Marketing Customers, Internal departments Thought Leaders, Blogs IT, Marketing, Sales Influencers Content Seller Action Provoke Educate Explain Reassure Renew Build "need" into key messaging. Write problem and solution blog posts. Infographics Blog Posts Viral Videos Analyst Reports eBooks Webinars Case Studies Demo Videos Pricing Sheets ROI Calculators Business Cases Testimonials Satisfaction Survey New Releases Contests Content Technology Sales Process Prospecting Qualification Demo Proposal Contract Use Demand Metric’s Buying Process Stage Template to align your buying/sales process: https://www.demandmetric.com/content/buying-process-stage-template Budget

19. MARKETING PLAN Aspiration Situation Objectives Strategy Content Technology Use Demand Metric’s Marketing Calendar Template to build your content calendar: https://www.demandmetric.com/content/marketing-calendar-template-2017 Budget

20. MARKETING PLAN Aspiration Situation CUSTOMER SUCCESS ENGAGE CONVERT TRANSACT ATTRACT Objectives Online Advertising & SEO Website, Blog & Chat Marketing Automation Sales Customer Support Enablement Strategy Content & Landing Pages CRM & Data Enrichment Webinar/ Screenshare Social Media & PR Customer Advocacy Content Predictive Analytics Online Community Video Proposal/CPQ A/B Testing, UX Technology Use Demand Metric’s Marketing Technology Research to learn more about technology solutions: https://www.demandmetric.com/content/technology-research-learn-about-key-marketing-technologies Budget

21. MARKETING PLAN Aspiration Situation Total Budget Budget Categories Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Software $85,000 $15,000 $15,000 $15,000 $15,000 $1,000 Objectives Public Relations $35,500 $500 $20,000 $100 $50 $20 $25 $50 $75 Advertising (print) $12,000 $300 $600 $200 $40 Advertising (online) $60,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 Strategy Content Production $36,000 $500 $30,000 $500 $1,500 $1,000 $500 Events $180,000 $20,000 $40,000 $1,000 $500 Agency Fees $240,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 Content Contact Lists $36,000 $12,000 $2,000 $300 General Admin $15,000 $50 $340 $2,000 $400 $200 $50 $200 $20 Technology Consulting $25,000 $0 $10,000 $5,000 $1,000 $10,000 Totals $724,500 $73,350 $140,340 $49,600 $42,200 $25,550 $26,570 $26,240 $36,025 $25,070 $25,575 $26,500 $20,000 Use Demand Metric’s Marketing Budget Template to build your budget: https://www.demandmetric.com/content/marketing-budget-template Budget