B2B Marketing Communications Plan Template V3 (2013)

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Brainrider has been getting requests for our marketing communications planning template so we decided to share it. This template is designed to work for demand generation programs and campaigns. And check out a free downloadable Excel version at http://www.brainrider.com/resource/2013-b2b-marketing-plan-template/.

And of course we love your comments and shares.

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The BrainRider Team.
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  • 9:15 – 9:45 am(30 minutes)
  • BANT is SQL/Sales Activity
  • Current + additionalUsepicklistvs objectives
  • Focus on reporting to management against Business PrioritiesAcquire new leadsNurture leadsQualifying Sales Readiness
  • B2B Marketing Communications Plan Template V3 (2013)

    1. 1. B2B Marketing Communications Plan(Template) Click Here To Download An Easy To Use Excel Version
    2. 2. Questions To Guide Your Click Here To Download An Easy To Use Excel Version Planning Process • What are your objectives? – What are you currently doing? – What is working/not working? & Why? – Where are the gaps? • What are your reporting? – Business results – Marketing results – Marketing diagnostics2
    3. 3. Click Here To Download An Prioritize Your Objectives Easy To Use Excel Version How many… Generating VISITORS  Find you & your expertise Awareness & Acquiring New PROSPECTS  Identify themselves & Prospects give permission for contact Nurturing ACTIVE PROSPECTS  Are increasing their engagement Prospects Qualifying  Meet qualified lead criteria Sales MQL/SAL Readiness  Signal readiness to buy3
    4. 4. Define Your Target Click Here To Download An Easy To Use Excel Version Audiences Target/Audiences Description Company Profile (Firmagraphics) Primary: Secondary: Roles Needs & Pains4
    5. 5. Map Current Programs Click Here To Download An Easy To Use Excel Version by Objective GENERATE & ACQUIRE NURTURE QUALIFY AWARENESS PROSPECTS PROSPECTS SALES READINESS ACTIVEVISITORS PROSPECTS MQL/SAL PROSPECTS5
    6. 6. Identify & Fill Click Here To Download An Easy To Use Excel Version Program Gaps GENERATE & ACQUIRE NURTURE QUALIFY AWARENESS PROSPECTS PROSPECTS SALES READINESS  Inbound  Extending the burst  Contact us  Resource publishing & SEO  Auto-responder  Sales Readiness Offers  Blogging  Education program  Product webinar  Featured Downloads  Drip program  Assessment  Featured Content  Activating a burst  Consultation  Subscribers  Timed reactivation  Demo  Events  E-newsletters  Trial  Tradeshows  List reactivation  Pricing  E-quote  Partner  Events  ROI calculator  Webinars  Nurturing Webinars  RFP/RFQ Guide  Social  Roadshows  Product comparison  Social publishing  Meet & greet  Business case  Social sharing  Case-study  Influencer marketing  Product Webinars  Partner co-marketing  Content syndication  Paid  PPC  E-Blasts  Referral/affiliate  Content sponsorship6
    7. 7. Build Your Activity Click Here To Download An Easy To Use Excel Version Calendar Marketing Program Calendar Period: JAN 2013-DEC 2013 January February March Program 1 2 3 4 5 6 7 8 9 10 11 12 13 Generate Awareness & Acquire Prospects Paid: AdWords PPC LinkedIn PPC Vertical Publication PPC 3rd Party E-Blast Referral/affiliate Content sponsorship Acquisition Events: Tradeshow #1 Tradeshow #2 Partner event #1 Acquisition Webinar #1 Acquisition Webinar #2 Social Publishing & Sharing: Partner co-marketing LinkedIn7
    8. 8. Measure & Report Click Here To Download An Easy To Use Excel VersionPerformance Objectives Sample MetricsBusiness Objectives: Sales • # of new customers touched by marketing/newDetermining Business revenue, cost per new customerPriorities & Marketing OpportunitiesBudgets • # of opportunities touched by marketing/revenue forecast, cost per opportunity Marketing Qualified Leads • # of MQL/SAL, cost per MQL/SALMarketing Objectives: Qualifying Sales Readiness • # of MQL/SAL, cost per MQL/SAL by programDetermining Program Nurturing ProspectsPriorities & Budget • # of active prospects by program Generating Awareness & Acquiring ProspectsAllocation • # of visitors, cost per visitor by program • # of prospects, cost per prospect by program • Nurturing EmailsMarketing Diagnostics: • Prospects touchedOptimizing Individual Tactics • Click-through rate • Unsubscribe rate
    9. 9. For More Information Click Here To Download An Easy To Use Excel Version Get free resources at brainrider.info For tips read our blog.brainrider.com Follow us at twitter.com/brainrider Visit us on linkedin.com/company/brainrider9

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