HOW TO WRITE YOUR

MARKETING

PLAN
Marketing Plan - Key Points

• Review who you are targeting
• Clarify your value proposition
• Check your competitors
• De...
3 Phased Approach
3 Phases in Marketing Planning



Objectives



Agile



Actual vs. Planned



“Who” - Target buyers



Time-boxed

...
1. Preparation
1. Preparation



1.1 Objectives



1.2 “Who” - Target buyers



1.3 “What” - Value Proposition



1.4 “Who else” -Com...
1. Preparation
1.1 Set Objectives and Budget
•

You need to be clear about what want you want to achieve and
in what timef...
1. Preparation
1.1 Set Objectives and Budget
•

Make the objectives realistic and achievable – based on an
understanding o...
1. Preparation
1.2 “Who” – who are your target buyers
•
•
•

You have a finite marketing budget – time and money
The farth...
1. Preparation
1.3 “What” – your Value Proposition
•
•
•
•

•

What value does your product or service provide to customer...
1. Preparation
1.4 “Who Else” – your competitors
•
•
•
•
•
•

•

•
•
•
•

Understand your 4 or 5 top competitors
Learn fro...
1. Preparation
1.5 Route-to-market
•
•
•

•
•

Your route-to-market is a description of the path you choose to promote and...
1. Preparation
1.6 “How” – Select promotional activities
•
•
•

•

At this stage you know what you are selling, who you ar...
1. Preparation
1.6 “How” – Select promotional activities
•

Website
•

Revise your website to ensure it appeals to the cus...
1. Preparation
1.6 “How” – Select promotional activities
•
•
•

Use a blog, Twitter, Facebook, LinkedIn and YouTube to pro...
1. Preparation
1.6 “How” – Select promotional activities

Direct Mail

Press
Advertising

•
•

Experiment with Direct Mail...
2. Execution
2. Execution



Agile



Time-boxed



Targeted



Monitoring



Integration



Repetition

18
2. Execution
•

Time-boxed – break your overall annual plan into quarters; execute quarter by quarter
and adjust your plan...
2. Execution
Identify “user stories”, cluster into “themes”
Preparation
Draft Buyer
personas IT
Security
Draft Buyer
perso...
2. Execution
Schedule your actions using a simple graphical calendar
Wk1
1

Wk2

Wk3

Wk4

Wk5

Wk6

Wk7

Wk8

Wk 9

Wk10
...
2. Execution
Additional Notes On Execution

•

Integration – don’t execute an activity in isolation – integrate your promo...
3. Review
3. Review



Actual vs. Planned



Objectives delivered



Input to next period

24
3. Review
Monitoring and reporting
• Hold yourself accountable for your objectives – track your progress
• Have weekly, mo...
About Motarme
About Motarme
Motarme is an easy-to-use Marketing Automation system. Motarme is specifically
designed to help business-to-...
About Motarme

“Motarme delivered real,
measurable results in a short
timeframe – sales and contacts from
our target audie...
Execution

Preparation

Our Approach

1

Who to target – Ideal Customer Profile (Personas)

2

What is a Lead? - Definitio...
The RoI of Marketing Automation

Marketing Automation can convert an additional 20% to 30% of
Leads to Revenue – Forrester...
Thank You

Motarme Marketing Automation
T: +353 1 969 5029
M: +353 86 383 8981
W: www.motarme.com
Twitter: @motarme
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Motarme - How To Write Your Marketing Plan

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Guide to preparing your Marketing Plan. Picking who you are targeting, clarifying your value proposition, then identifying which tools to use to promote your company, product or service. The guide also describes how to schedule and execute your plan and monitor progress.

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  • Having put what we do in context, now I’d like to address the problems with current systems
  • Having put what we do in context, now I’d like to address the problems with current systems
  • Having put what we do in context, now I’d like to address the problems with current systems
  • Having put what we do in context, now I’d like to address the problems with current systems
  • Having put what we do in context, now I’d like to address the problems with current systems
  • To put this in context, industry research shows that marketing automation software can
    Increase lead conversion by 20% to 30%
    Reduce lead cost by 80%
    Increase Gross profits by 136%
    Since our platform was launched in September, we currently have 15 licensed customers
    In the case of IMEC Technologies we
    Delivered 4% conversion of online visitors to sales leads
    Deliver ROI of 72 times initial investment -=> additional US$130k operating margin for an initial investment of US$1,800
  • Motarme - How To Write Your Marketing Plan

    1. 1. HOW TO WRITE YOUR MARKETING PLAN
    2. 2. Marketing Plan - Key Points • Review who you are targeting • Clarify your value proposition • Check your competitors • Define your objectives • Pick your promotional tools • Execute on a quarterly rhythm • Make progress each day, week, month and quarter 2
    3. 3. 3 Phased Approach
    4. 4. 3 Phases in Marketing Planning  Objectives  Agile  Actual vs. Planned  “Who” - Target buyers  Time-boxed  Objectives delivered  “What” - Value Proposition  Targeted  Input to next period   “Who else” -Competitors Monitoring   Route to market Integration   “How” - Select activities Repetition  “When” - Schedule 4
    5. 5. 1. Preparation
    6. 6. 1. Preparation  1.1 Objectives  1.2 “Who” - Target buyers  1.3 “What” - Value Proposition  1.4 “Who else” -Competitors  1.5 Route to market  1.6 “How” - Select activities  1.7 “When” - Schedule 6
    7. 7. 1. Preparation 1.1 Set Objectives and Budget • You need to be clear about what want you want to achieve and in what timeframe • First, understand your current capacity – what marketing activities (email, online ads, PR...) can you carry out today, what is your budget, what staff can work on this? What kind of results are you currently achieving? This is called baselining • Next, choose clear, unambiguous and measurable objectives • Do you want to generate sales leads? Increase web traffic? Acquire new partners or resellers? Increase conversion rates? Increase social media followers? • Specify results (outputs) rather than activities (inputs) • And then set a budget – both money and people/time. 7
    8. 8. 1. Preparation 1.1 Set Objectives and Budget • Make the objectives realistic and achievable – based on an understanding of your current capacity rather than wishful thinking or bravado • For example, if you want to generate 50% more sales leads from your marketing activities you need to understand what effort and cost is required to achieve that goal • If you don’t have the budget and resources to meet the objectives then you will have to (a) increase your resources or (b) adjust your objectives • Set 3 or 4 high-level annual objectives • Set more detailed quarterly objectives and monthly objectives • Agree what metrics you will monitor to check on your progress against each objective • Hold yourself accountable for the objectives you set • OUTPUT: A set of clearly defined, achievable objectives 8
    9. 9. 1. Preparation 1.2 “Who” – who are your target buyers • • • You have a finite marketing budget – time and money The farther you spread it the thinner it gets – if you don’t focus your marketing on specific targets then it will have less impact In this step, you define who you will target with your product or service  Where are they (countries, languages)  What industry sectors?  What types of organisation? Size, location ...  Any specific target companies?  What are their typical roles or titles?  What are their key concerns/drivers/goals?  Where do they hang out online?  What sources of information do they use?  And don’t forget to market to your existing customers • OUTPUT: A clear definition of your target market sectors and the buyers within those sectors 9
    10. 10. 1. Preparation 1.3 “What” – your Value Proposition • • • • • What value does your product or service provide to customers? You should be able to communicate this in a couple of sentences. If you target different sectors you may need a different value proposition for each sector You can develop the value proposition by answering these questions • What are you really good at? • Why should a customer buy from you? • What value does your product or service deliver? • How will a customer benefit? • How long does it take? • What can you do better than your competitors? • Can you quantify the benefits you deliver? • Can you provide examples e.g. previous customers • What about the obvious alternative (do nothing, manual or workaround) • Is your value proposition sustainable (will it be true next year? In 3 years?) OUTPUT: A clear statement of the value you deliver 10
    11. 11. 1. Preparation 1.4 “Who Else” – your competitors • • • • • • • • • • • Understand your 4 or 5 top competitors Learn from competitors’ marketing campaigns Position yourself in the mind of prospective customers by comparing yourself to the leading competitors Think about who to compare yourself with Are you in a well-defined product or service category? Who you think you compete with and who your buyers think you compete with may be different so check this out - talk to buyers to understand who they view as alternatives Pick 4 or 5 of the competitors, get as much information as you can about them and ‘position’ yourself against them e.g. • “We’re like X except our product is easier to use and produces 20% greater cost reductions” Don’t position yourself against competitors your target buyers won’t recognise Don’t “rig” the competition by positioning only against obviously inferior competitors Don’t ridicule or badmouth your competition – it looks unprofessional and doesn’t convince prospective customers OUTPUT: Competitor positioning 11
    12. 12. 1. Preparation 1.5 Route-to-market • • • • • Your route-to-market is a description of the path you choose to promote and sell your product to your end customers You can picture your ‘route-to-market’ as a diagram with you on the left and your potential customers on the right In this step you evaluate the most effective route for your business – this could be direct sales by a sales team, online sales, a reseller partner, a retailer or some other route Select the best route(s) based on effectiveness, cost and potential for growth OUTPUT: Preferred route-to-market Reseller / partner Online sales Your Company Direct sales team Other route Target Customers 12
    13. 13. 1. Preparation 1.6 “How” – Select promotional activities • • • • At this stage you know what you are selling, who you are selling to and who you are competing against. Now select the promotional tools for your marketing campaigns These can include but are not limited to: 1. Your website 2. Search engine optimization (SEO) 3. Online pay-per-click (PPC) advertising 4. Social media marketing 5. Email marketing 6. PR 7. Seminars 8. Online display and banner advertising 9. Direct mail 10. Press advertising 11. Tradeshows We recommend focusing on digital marketing (your website, PPC, email, social media etc.) because people now start most purchase processes with an online search 13
    14. 14. 1. Preparation 1.6 “How” – Select promotional activities • Website • Revise your website to ensure it appeals to the customers you are trying to target (“Who”) and clearly articulates your value proposition (“What”) Have prominent “calls to action” to encourage visitor registrations or sales PR Pay-per-click (PPC) ads can drive traffic and online awareness in a short timeframe Test some PPC ads and bring any traffic to specifically designed ‘landing pages’ on your site • Pay-per-click • • Keep up a regular stream of news releases – new contracts, new customers, new products Target the media your customers read – “fish where the fish are” • • Email Marketing • • Use email to interact with visitors who register on your site, establishing a regular rhythm of communication Deliver value and useful information with every email – special offers, downloads, white papers, industry analysis Stay in touch with your existing customers with an email newsletter 14
    15. 15. 1. Preparation 1.6 “How” – Select promotional activities • • • Use a blog, Twitter, Facebook, LinkedIn and YouTube to promote your business Generate content that is valuable and interesting to your target buyers Use social networks to share the content and bring people back to your website to learn more Seminars • • Invite-only business breakfasts and lunchtime seminars are really effective Success depends on topic, speaker and venue, a good invite list and good organisation Online Display Advertising • • • Test display ads on websites and properties where your target audiences visit Have a compelling offer and clear call to action Bring any resulting traffic to specific areas on your site • SEO helps ensure you come top of the search results for your chosen terms and phrases SEO should be a key element of your marketing plan Decide if you can DIY or if you need professional help then allocate resources to SEO Social Media Search Engine Optimization • • 15
    16. 16. 1. Preparation 1.6 “How” – Select promotional activities Direct Mail Press Advertising • • Experiment with Direct Mail in combination with online marketing E.g. a hardcopy invite sent out in parallel to an email invite for a seminar or event • In our opinion it is less targeted, less measurable and less effective than online promotion However, it can be worth testing for particular businesses and products Consider testing ads in very focused press e.g. an industry trade magazine Include a clear call to action in all your press ads e.g. “Contact us now for X% discount” • • • • Tradeshows • • Tradeshow effectiveness varies a lot depending on the industry, product category and particular tradeshow Can also be expensive – before committing try to compare cost/benefit with your other marketing activities Choose your shows carefully then work hard to produce results, using your website and email to promote your presence and following up with leads within 24 hours of the show 16
    17. 17. 2. Execution
    18. 18. 2. Execution  Agile  Time-boxed  Targeted  Monitoring  Integration  Repetition 18
    19. 19. 2. Execution • Time-boxed – break your overall annual plan into quarters; execute quarter by quarter and adjust your plan as required • Execute daily, weekly, monthly – make progress each day • Take the actions identified in the previous (e.g. for Content marketing, Social Media etc.) • Write down these actions as “user stories” – see next page • Cluster user stories into themes if that makes sense • Allocate an indication of effort to each user story – H, M or L • Allocate an indication of value – H, M, L • Sort by value and effort – highest value, least effort first • Sort again by MosCoW – Must, Should and Would • Pick top user stories for execution this quarter and put them in “Backlog” • All other stories go into “Icebox” • Sketch out rough schedule using graphical quarterly plan (see next pages) 19
    20. 20. 2. Execution Identify “user stories”, cluster into “themes” Preparation Draft Buyer personas IT Security Draft Buyer personas eLearning Draft Buyer personas Network Manager Content Content Audit Content Gap List Content production schedule Create mobile infographic Create eCommerce video Create case study Social Identify influencers Legal & Prof Services Optimize social media profiles ‘Reach out’ to influencers Set up weekly post Identify tools schedule to automate posting & monitoring Email Build email list Build email list Design Newsletter Capture emails from Blog subscription 20
    21. 21. 2. Execution Schedule your actions using a simple graphical calendar Wk1 1 Wk2 Wk3 Wk4 Wk5 Wk6 Wk7 Wk8 Wk 9 Wk10 Wk11 Wk 12 Activity 1 2 Activity 2 3 Activity 3 4 Activity 4 5 Activity 5 6 Activity 6 7 8 Activity 7 Activity 8 9 Activity 9 10 Activity 10 21 21
    22. 22. 2. Execution Additional Notes On Execution • Integration – don’t execute an activity in isolation – integrate your promotional actions to create ‘multi-touch’ campaigns so your target audiences are more likely to become aware of you from multiple sources; for example coordinate email campaigns in parallel with social media, pay-per-click ads and PR • Consistency and repetition – it’s a marathon not a sprint, so ensure you have regular waves of promotional activities targeting your audiences • Targeting – keep your marketing activities focused on your target customers; reduce/avoid generalised “brand building” if you can’t accurately measure the results 22
    23. 23. 3. Review
    24. 24. 3. Review  Actual vs. Planned  Objectives delivered  Input to next period 24
    25. 25. 3. Review Monitoring and reporting • Hold yourself accountable for your objectives – track your progress • Have weekly, monthly and quarterly checkpoints where you assess progress against your objectives – what is working, what isn’t working; what you should do more of, what you should reduce Measuring • Pick your key objectives and identify some simple measurements to track your progress • Examples include web traffic, number of leads generated, lead sources, click-throughrates, email response rates, ranking for selected keywords • Automate the tracking of metrics • Use tools like Google analytics to graphically monitor progress Input into next planning period • What conclusions can you draw from the period just completed? • How does this affect the objectives you pick for the new period? 25
    26. 26. About Motarme
    27. 27. About Motarme Motarme is an easy-to-use Marketing Automation system. Motarme is specifically designed to help business-to-business (B2B) companies in the technology, engineering and industrial sectors generate sales leads online. The system automates lead capture, lead scoring, landing page creation, email lead nurturing and reporting. In addition to our web-based Marketing Automation product we provide consulting, web marketing and lead generation services. Our customers include Siemens, Mergon Group, SF Engineering and mid-size and early stage technology companies. Web: www.Motarme.com.
    28. 28. About Motarme “Motarme delivered real, measurable results in a short timeframe – sales and contacts from our target audience at Tier 1 companies.” Caolan Bushell Business Development Manager Mergon Group “Generating leads online is now a central part of our sales strategy.” Barry Rooney Chief Operations Officer Siemens ITSS “ We have seen for ourselves how a solid strategy has helped to drive traffic to our site and generate sales leads.” Joe Lynch General Manager IMEC Technologies
    29. 29. Execution Preparation Our Approach 1 Who to target – Ideal Customer Profile (Personas) 2 What is a Lead? - Definition 3 What Are We Selling – Value Proposition 4 Outbound Tactics 5 Process Capture Profile Inbound Tactics Score Nurture Sales Ready
    30. 30. The RoI of Marketing Automation Marketing Automation can convert an additional 20% to 30% of Leads to Revenue – Forrester Research Reduces cost per lead by up to 80% (average single lead cost c.US$100) – Forrester Research, MarketingSherpa 11% reduction in dropped leads combined with 1% improvement in conversion ratio = 136% increase in Gross Profit - CSO Insights + + 20% - 30%   80% 80%   136% 136%
    31. 31. Thank You Motarme Marketing Automation T: +353 1 969 5029 M: +353 86 383 8981 W: www.motarme.com Twitter: @motarme
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