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2017 Marketing Plan Template for Modern Marketers

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This Marketing Plan Template for 2017 provides a comprehensive coverage of all the strategic and execution elements needed by Modern Marketer - audit of last year's performance, setting goals and objectives, planning campaigns, content marketing, account based marketing and defining metrics to monitor performance.

Want to download the editable deck, visit this link http://marketing.augentia.com/how-to-write-a-marketing-plan/

Published in: Marketing
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2017 Marketing Plan Template for Modern Marketers

  1. 1. Modern Marketing Plan Powered by Your Logo
  2. 2. Quick plan template: Instructions to use Use 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 ICONS Many 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 INPUTS Slides 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. More marketing templates are available at http://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 MAPS Free 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 & ICONS Free 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.
  3. 3. Plan 2017 Outline 1. Situation Analysis Where are we? 2. Goals & Strategy 3. Marketing Execution The Campaigns & Calendar 4. Performance Analytics Data driven marketing Where to reach? And How?
  4. 4. 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
  5. 5. Highlights of 2016 HEADLINE E.g., Revenue rose by 23% HEADLINE Sample text, replace it with your text HEADLINE Sample text, replace it with your text HEADLINE Sample text, replace it with your text HEADLINE Sample text, replace it with your text HEADLINE Sample text, replace it with your text
  6. 6. “ Where are we? Year 2016 Revenue # of _____ Generated # of Customers Profit % $_____ Mn # _______ # _______ ____% The current state
  7. 7. Geographies Covered Direct & Partners Partners only EDITABLE MAPS Free 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.
  8. 8. 2016 Campaign Performance 18 Mn $___ Mn Campaign 1 <Offer 1> $___ Mn $94 Mn Campaign 2 <Offer 2> $__ Mn 33 Mn Campaign 3 ___________ 85 Mn $__ Mn Campaign 4 ___________ BUYER Segment A <SMB> Segment B (What worked well?)
  9. 9. 2016 Product & Services Performance 18 Mn 50 Mn Segment A <SMB> 24 Mn 93 Mn Segment B ___________ 63 Mn 85 Mn Product A Product B Service A (What worked well & not so well?)
  10. 10. 2. Goals & Strategies “ If It Doesn’t Challenge You, It Won’t Change You
  11. 11. “ Where are we? In 2016 Where to reach? In 2017 Revenue # of _____ Generated # of Customers Profit % $_____ Mn # _______ # _______ ____% THE JOURNEY
  12. 12. Opportunity Size THE INDUSTRY 1 TRILLION INDUSTRY GLOBALLY By 2025 YOUR CURRENT MARKET SHARE YOUR PIE IN INDUSTRY SPEND GROWING CAGR 10% 23.5 BN 2016 GROWING AT CAGR 5.5 HOW IS THE MARKET GROWTH? 2013 2014 2015 2016 AMERICAS 23 Bn 500 MILLION EMEA APAC 18Bn ANALYSIS 2015-16
  13. 13. “ We can’t reach where we want to go by doing the same things as what we did to reach here! THE HOW’s
  14. 14. 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 ✔
  15. 15. “ THE <PRODUCT / BRAND NAME> OFFERS <CATEGORY NAME> THAT DELIVERS <KEY CUSTOMER BENEFIT> TO <TARGET AUDIENCE / PERSONA> UNLIKE <DIFFERENTIATOR> FROM COMPETITORS NEW PRODUCT POSITIONING MESSAGING STATEMENT
  16. 16. 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 ✔
  17. 17. 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 ✔
  18. 18. 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 ✔
  19. 19. 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 ✔
  20. 20. In the New Year Leverage Buyer’s Journey Do you want to Implement or Operate? Contact Augentia
  21. 21. New Geographies: 2017 Direct & Partners Partners only New Geography entries EDITABLE MAPS Free 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.
  22. 22. Marketing Strategy 2017 Target new Buyer Segments Introduce new Campaigns & Reach out programs Reach them in new channels, right events & new geos Implement or Optimize resources Marketing automation 25% Increased Revenue Acquire New Accounts Deepen Existing Accounts
  23. 23. 3. Marketing Execution “ Vision Without Execution Is Delusion
  24. 24. “ 70% of strategic failures are due to poor Execution of Leadership! - Ram Charan
  25. 25. 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 Pipeline MARKETING EXECUTION CALENDAR 03 Build An Execution Engine
  26. 26. 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 ◎__________________ Americas Responsible for covering the North America and Canada region. • Events & Roadshows • Sales support • Product collaterals Digital Marketing Responsible for managing the digital and online marketing assets & actions. • Google Ad words & Pay per click • Online banner advertisements • Website optimization Large Accounts Responsible for ___________ ________________________ __________. • Periodic Webcasts • Center of Excellence • _______________________ example example example 1a
  27. 27. 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 Allocation Budget Spend • 9% of revenues Revenue projections • 25% YOY • Growth 5% > Market growth % (whichever is high) 1b
  28. 28. 2017 Marketing Calendar YELLOW PAGES ADVT SOCIAL MEDIA ENGAGEMENTS <NAME> PAY PER CLICK & ADWORDS EMAIL NEWSLETTERS LAUNCH 1EVENT 3 CAMPAIGNS / PROGRAMS Buyer Segment B (Target audience or persona): <NAME> Buyer Segment A (Target audience or persona) Quarter 1 Quarter 2 Quarter 3 Quarter 4 LAUNCHES & EVENTS BUYER SEGMENTS CONTINUOUS ACTIVITIES EVENT 4 EVENT 5 EVENT 6 LAUNCH 2 EVENT 5 Integrated Campaign 3: <NAME> Campaign 4 Campaign 6: <NAME> Buyer Segment C (Target audience or persona) 03 CONTENT PLAN Theme 4: _______ Theme 3: _______ Theme 2: _______ Content Theme 1 #___ #___# 3 assets #___ Campaign 3
  29. 29. 2017 Campaign Targets 20 Mn 50 Mn Campaign 3 <Cloud offer> 25 Mn $___ Mn Campaign 4 ___________ $__ Mn 30 Mn Campaign 5 ___________ $__ Mn 60 Mn Campaign 6 ___________ BUYER Segment A <SMB> Segment B Segment C 100 Mn 70 Mn
  30. 30. 2017 Product & Services Targets 30 Mn $__ Mn Segment A <SMB> $__ Mn 100 Mn Geography 1 <AMERICAS> $__ Mn 85 Mn Product A Product C Service A Service B 85 Mn 95 Mn
  31. 31. 2017 Key Accounts ABM Targets 3 Mn $__ Mn Account A $__ Mn 10 Mn Account B $__ Mn 18 Mn Product A Product C Service A Service B 18 Mn 19 Mn
  32. 32. “ THE FUEL FOR YOUR MARKETING CAR CONTENT PLAN CALENDAR & 2017 TARGETS Q1 Q2 Q3 Q4 Theme 1 Theme 2 Theme 3 Theme 4 Asset: eBook (e.g.) Asset: ________ Asset: Blog (e.g.) Asset: ________ Asset: _<NAME>_ Asset: ________ Asset: ________ Asset: ________ Asset: ________ Asset: ________ Asset: ________ Asset: ________ Partner Content RSS Feeds Affiliated Content Republishing Partner: <Name> Paper.li (e.g.) MarketingProf Forbes (e.g.) CHANNEL 1: Social C2: <NAME> C3: Email (e.g.) Topic 1: _________ Topic 2: _________ Asset: _______ Asset: _______ Asset: _______ Asset: <Name> #__ #__# 3 #__
  33. 33. ACTIVITY SCHEDULE Q4Q3Q2Q1 Activity Header Date Activity Responsible Person Lead Goal Actual Lead # Revenue Goal ($) Campaign MM/YY Activity 1 Employee 1 #_______ #_______ $________ Event Activity 2 Agency 1 #_______ $________ Launch Activity 3 Managed Marketing 1 NA $________ Events
  34. 34. 4. Performance Analytics “ Not everything that counts can be counted, & Not everything that can be counted counts
  35. 35.
  36. 36. Of businesses are measuring leads generated by marketing campaigns 80% Of businesses are measuring opportunities generated by marketing campaigns 71% Of businesses are measuring revenue generated by marketing campaigns63% What do we measure? 04
  37. 37. Return on Marketing Investments (ROMI) second last Revenue Upside Customer Adds Competitor Wins <FILL YOUR CRITERIA>
  38. 38. ROMI Data Capture Form Example Dataset below Return on Marketing Investments (ROMI) Dataset Marketing Activity Investment $ Impact 1 Qty (1) Direct marketing & 1:1 meetings Direct marketing $1,000 (E.g.,) Key competitor win-back #_____ Relationship management $_______ Strategic customer win #_____ Traditional marketing Print 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 media Digital-Adwords $_______ Touchpoints #_____ Digital-email marketing $_______ Touchpoints #_____ Digital-PPC $_______ Touchpoints #_____ Digital-SEO $_______ Website traffic #_____ Social marketing $_______ Website traffic #_____ Channel marketing Channel events $_______ Inquiry/Lead #_____ Promotions $_______ Strategic customer win #_____
  39. 39. ROMI Computation Form Formula-set below Return on Marketing Investments (ROMI) Analysis ROMI analysis with control group data ROMI calculation Impact received by Marketing Control 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
  40. 40. 1. Assessed where we are? 2. Mapped directions & how? 3. Execution is key 4. Decided on Metrics
  41. 41. Plan to Win Thank You You can find me at: __________@username.com www._________.com Any questions? Powered by
  42. 42. Presentation Font specifications This presentations uses the following typographies and colors: ◎Titles: Roboto Slab ◎Body copy: Source Sans Pro You can download the fonts on this page: https://www.google.com/fonts#UsePlace:use/Collection:Source+Sans+Pro:400,700,400italic,700italic|Roboto+Slab:400,700 Click on the “arrow button” that appears on the top right ◎Blue #0091ea ◎Dark gray #263238 ◎Medium gray #607d8b ◎Light gray #cfd8dc You can credit special thanks to all the people who made and released these awesome resources for free: Marketing plan template by Augentia Presentation template by SlidesCarnival and Photographs by Unsplash, Freeimages, Pixabay & Death to the Stock Photo (license) Icons and clipart from Clipartpanda and editable maps by Powerpointslides.net

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