This document provides guidance on creating a strong marketing strategy. It emphasizes beginning with in-depth market research to understand customers, including developing buyer personas, segmenting customers demographically and psychographically, and analyzing their media consumption and purchasing behaviors. It also recommends analyzing past marketing campaign performance before creating new campaigns with goals, budgets, and metrics. The final step is to measure marketing return on investment.

1. Creating
Marketing Strategy
for your Organization
Your Company Name
1

2. CONTENTS
Tableof Foundation of Strong Marketing Strategy – Strong Value Proposition
Marketing + Strong Value Proposition = Success
How Strong is Your Value Proposition
Example of Functional vs. Emotional Benefits
Types of Media & Channels
Types of Media & Channels (2)
Improve Customer Purchase Funnel
Use A/B Testing to Improve Marketing Campaigns
01
02
03
04
05
06
07
08
Steps to Create Powerful Marketing Strategy
› Step 1- Market Research
• Customer Insights- Buyer Persona
• Customer Insights- Customer Segmentation
• Customer Insights- Demographic Segmentation
• Customer Insights- Psychographic Segmentation
• Customer Insights- Segmentation by Cluster
• Customer Insights- Researched Customer Segmentation
• Customer Insights- Media Consumption of Target Customer
• Customer Insights- Customers Shopping Preferences – Sample Data
• Customer Insights- Customers Shopping Habits– Sample Data
• Customer Insights- Customers Shopping Behavior (Baby Boomers)– Sample Data
• Customer Insights- Customers Shopping Behavior (Millennials)– Sample Data
• Customer Insights- Media Profile of Target Audience
• Customer Insights- Media Profile of Target Audience (2)
09
2

3. CONTENTS
Tableof
• Purchasing Insights- Consumer’s Path to Purchase
• Purchasing Insights- Purchasing Criteria
• Purchasing Insights- Purchasing Criteria for an Online Store
• Purchasing Insights- Customer Funnel Metrics to Measure
• Value Proposition Insights- Create Differentiated Value Proposition
• Value Proposition Insights- Competitor Analysis
› Step 2- Analyze Previous Campaigns
• Marketing Campaign Dashboard
• Marketing Campaign Performance
• Email Marketing Dashboard
• AdWords Campaign Dashboard
› Step 3- Create New Campaigns
• Set Campaign Goals
• Marketing Campaign Budget
• Marketing Campaign Success Metrics
• Prepare Your Marketing Assets
• Decide Your Creative Marketing Message
• Plan Your Marketing Calendar
• Marketing Strategy Template 1
• Marketing Strategy Template 2
• Marketing Campaign Summary
• Marketing Operations Strategy
› Step 4- Measure Marketing ROI
• Campaign Performance
• Marketing Return on Investment (ROI)
3

4. Foundation of Strong Marketing Strategy – Strong
Value Proposition
Once you have a killer customer value proposition, marketing can
leverage that and amplify it to reach maximum target customers.
A strong marketing strategy first
rests on a strong
Value Proposition
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5. Marketing + Strong Value Proposition = Success
Marketing Team
Killer Value
Proposition
Target Customers
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6. How Strong is Your Value Proposition
Emotional Benefits
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Functional/ Physical/ Tangible
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What the product’s attributes
deliver directly to the consumer › Lorem ipsum dolor sit amet,
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The reward the consumer gets
from the product benefit › Lorem ipsum dolor sit amet,
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How the consumer ultimately
feels about the benefits & reward
Product Attributes
Product Benefits
Consumer Benefits
Is Your Value Proposition
Superior to Your Competitors?
The BENEFIT Ladder
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7. Example of Functional vs. Emotional Benefits
Emotional
Benefits
Functional
Benefits
Works Better Simplifies your Life Makes you Smarter Helps you be Healthier Saves you Money
Helps your Family Sensory Appeal Stay Connected Experience
Get Noticed Feel MyselfFeel ComfortableFeel Liked
Feel Optimistic Stay in ControlCurious for KnowledgeFeel Free
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8. Types of Media & Channels
PUBLICITY
› Media Relations
› Blogger Relations
› Investor Relations
› Influencer Relations
INFLUENCER ENGAGEMENT
› Response to Detractors
› Detractors turned to
Loyalists
› Loyalists turned to
advocates
PARTNERSHIPS
› Charity tie-ins
› Community service
› Co-branding
SOCIAL MEDIA
› Facebook
› Twitter
› LinkedIn
› YouTube
› Pinterest
› Instagram
› Snapchat
› Google+
AUTHORITY
› Optimized Content
› Shareable Content
› Engaging Content
› Google Authorship
PAID MEDIA
› Twitter Cards
› Fan Acquisition
› Lead Generation
› Outbrain
› Facebook sponsored
posts
INCENTIVE
› Affiliate
› Brand Ambassadors
› Sponsored Content
› Native Advertising
CONTENT
EARNED
PAID SHARED
OWNED
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› Create from Experts
› Employee Stories
› Customer Stories
› User-Generated Content
› Reviews
› Brand Journalism
› Webinars, videos &
Podcasts
8

9. Outbound Campaign Inbound Marketing Nurture, Retention, Advocacy Agency Specific
Core Elements
& Drivers
› Money = Traffic, No Money,
No traffic
› Channels are optimized individually
› Landing pages are district from
main site
› Cost is effort
› Visibility continues when effort stops
› Channels work together
› All pages are landing pages
› A person is “known”
› Email address, customer file, etc
› Move person to initial sale to
recurring revenue to advocacy
› Managed channels on behalf of or in
conjunction with client
› Channel expertise mixed with client
product/ industry knowledge
› Content Centric
Benefits
› Immediate Results
› Scalable
› Most Measurable
› Ease of testing
› Cost effective
› Higher quality visits
› Key role in selling
› Helps build trust
› Cost effective
› Longevity
› Ease of targeting
› Loyalty & Advocacy
› Expertise from both angles
› Closer strategic partnership
› “In it” together
Channels
› Paid Search
› Display/ Banners
› Affiliate (CPA)
› Email List Buying
› TV/Radio/Print
› Daily deals
› Mobile
› Direct/ brand
› Natural search (SEO)
› Social media
› Referrals (Links)
› Public relations
› Website
› Email, newsletters, RSS,
autoresponder
› Lead nurturing
› Re-targeting
› Transaction emails
› Customer service
› Social media
› Paid search
› Email
› Public relations
› Content creation + syndication
› Lead nurturing
Necessary
Resources
› Media budget
› Campaign management
› Testing & optimization
reporting
› Content creation
› Publishing platform
› Social media engagement
› PR & Blogger engagement
› Reporting
› Email technology
› Customer database
› Email content
› Customer service response
› Social monitoring
› reporting
› Subject matter expertise from client
for content
› Strategic alignment
› Channel expertise from agency
› reporting
Types of Media & Channels (2)
Paid
Media
Earned
Media Owned
Media Managed
Media
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10. Improve Customer Purchase Funnel
Awareness
Consideration
Conversion
Activation
Loyalty
Advocacy
Social Media, Media mentions, TV, PR, Micro
sites, Guerrilla, marketing, industry reports
Organic Search, Performance Marketing,
Blogs, Online Reviews
Targeted Campaigns, Drip Campaigns,
Re-Marketing, Free Trials
Purchase/ Booking/ Subscription
All Retention Campaigns
RAF, Reviews, UGC
TOFU
MOFU
BOFU
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11. Digital Marketing Funnel
Top of Funnel
(TOFU)
Viewer/Visitor
Fan/ Follower
Website Visitor
Content Reader
Lead
Prospect
Customer
Repeat Customer
Brand Advocate
Middle of Funnel
(MOFU)
Bottom of Funnel
(TOFU)
› Fan UGC Contests
› Contests
› Viral Content
› Influencers
› Loyalty Offers
› Customer FAQs,
Forums, Emails
› Lead Magnet + Landing Page
› FREE Mini – courses/ Events
› Sales Offer
› Website Optimized for SEO
› Blogs/ How Tos/ Video Tutorials
› Customer Stories
› Online Ads
› News jack Trends
› Storytelling Posts
› Short Videos
AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
ADVOCACY
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12. Use A/B Testing to Improve Marketing Campaigns
Your Current
Campaign
Your Revised Campaign
(New subject line or new offer)
Collect Data
Choose the one with better conversion
Control Variation
Collect Data
25% 40%
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A B
12

13. Steps to Create Powerful Marketing Strategy
Market Research
Analyze Previous Campaigns
Measure Marketing ROI
Create New Campaigns
01
0203
04
13

14. Market Research
S
T
E
P
1
14

15. The Marketing
Executive
QUOTE
We need a consultancy
agency to help us give an
unbiased assessment of our
weaknesses, use heat maps to
see the most engaging website
pages and reinvent the website for
more conversions
DEMOGRAPHICS
› Chicago, US
› 32 years old
› Marketing executive at a
design agency
› MBA in Marketing
PSYCHOGRAPHICS
› Running
› Volunteering for social causes
› Read fiction novels
› Play games on iPad
› Likes to purchase latest technology
MARKETING MESSAGING
› Keywords- increase conversion,
marketing agency US
› CTA- Heat maps, increase
conversion, UI/UX enhancement
GOALS
› Become marketing head in the next
2 years
› Wants to create innovative
marketing campaigns
› Wants to capture more leads using
multiple channels
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Buyer Persona
15

16. Customer Segmentation - Customer Insights
Divided the market into different
units of location
Geographic
Segmentation
Divided the consumers according to their attitude,
knowledge, response & use of the product. Below are
the behavioral segmentation for Adidas
Behavioral
Segmentation
Divided into different segments based on the variables of
family size, family life cycle, income, gender, age & etc.
As follows:
Demographic
Segmentation
Divided different personalities of each customers &
only key is to be different
Psychographic
Segmentation
01
02
03
04
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Neighborhood
States, Cities
Regions, Countries
Operated in urban & semi-urban cities of India
Benefits
Athletes
Sports lovers
Image Seekers
Brand Freaks
Gym regular users
Age : 15-16
Income level :
$15,000
Gender : Both
Male and
Female
Social Class: Upper
middle, upper class
& lower upper
Agnostic
Dog lover
Baseball fan
TV Binge watcher
Earns over $100K/yr
Eats out twice a week
Friendly Fiscally conservative
White collar worker
Hard-working
Socially liberal
Tea Total
16

17. Demographic Segmentation - Customer Insights
Segments $ per Visit Avg. Visits Avg. $ # of Cust. Total $ % of Sales
20 – 35 Year Old Males $ 18 1.9 $ 28 9 $ 220 11%
36 – 50 Year Old Males $ 21 2.7 $ 50 3 $ 242 12%
20 – 35 Year Old Females $ 19 3.6 $ 60 1 $ 115 4%
36 – 50 Year Old Males $ 51 4 $ 262 5 $ 1,560 74%
21%
6%
14%
24%
23%
13%
1%
Unknown
65 or more
55 - 64
45 - 54
35 - 44
25 - 44
18 - 24
AgeDEMOGRAPHICS
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55%25%
21%
MaleFemale
Unknown
Gender
31%
52%
17%
Parent
Not a Parent
Unknown
Parental Status
17

18. 40%
60%
Female Male
Gender
Demographic Segmentation - Customer Insights
70%
65%
45%
20%
9%
0
10
20
30
40
50
60
70
80
13-17 18-29 30-49 50-64 65+
Age
Urban
Suburban
Rural 40%
36%
24%
Location
30%
36%
40%
High School Degree or less
Some College
College+
Education
62%
70%
50%
90%
<$30K
$30K-$49,999
$30K-$74,999
$75K+
Income
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19. Psychographic Segmentation - Customer Insights
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Attitudes
Adapt it to your needs & capture
your audience's attention.
Opinions
Adapt it to your needs & capture
your audience's attention.
Activities
Adapt it to your needs & capture
your audience's attention.
Values
Adapt it to your needs & capture
your audience's attention.
Behaviours
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your audience's attention.
Interests
Adapt it to your needs & capture your
audience's attention.
19

20. Segmentation by Cluster - Customer Insights
% of
Customers
Fresh Meat
Packaged
Foods
Dairy
Fish &
Seafood
Fresh
Produce
Bakery
Basic Shoppers 40% 78% 3% 5% 2% 11% 4%
Meat Lovers 12% 60% 5% 4% 2% 10% 6%
Produce Lovers 8% 10% 4% 5% 3% 50% 7%
Gourmet Lovers 2% 2% 2% 3% 74% 5% 5%
Variety Shoppers 38% 15% 9% 13% 5% 20% 3%
Discovered
Customer Prototypes
DEPARTMENTS
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21. Researched Customer Segmentation - Customer Insights
Customer
Segment
Market Size Purchasing Power
Recurring
Purchases
% Online Buyer Conversion Rate
Active/ Fit
Baby Boomers
Entrepreneurs
Mothers
Movers
Students
Yuppies
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22. Media Consumption of Target Customer - Customer Insights
Customer Insights
Majority of Americans now use Facebook, YouTube
% of U.S. adults who say they use..
20%
25%
26%
28%
30%
34%
70%
74%
Whatsapp
Twitter
LinkedIn
Snapchat
Pinterest
Instagram
Facebook
Youtube
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23. Customers Shopping Preferences (Sample Data) - Customer Insights
65%
19%
8%
9%
To see & touch the product before I buy it
To get the product quickly
I like the personal experience of having a store assistant help me
To take advantage of in-store promotions & sales
Where do customers prefer buying?
Online Offline Don’t Care
25% 38% 37%
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Why do customers prefer buying in-store?
23

24. Researched Product
50%
Customers Shopping Habits (Sample Data) - Customer Insights
Key Takeaway : 90% check email on daily basis while 50% research products online before making a purchase
Spend more than 2 hours per day
50%
Own Tablet
52%
Own Smartphone
75%
Took Pictures
Email
Obtained News
Searched for coupon
Tracked Calories
94%
92%
Daily Usage of Smartphone
70%
Looked for Direction
Calendar
64% 94%
22%
58%
24

25. Customers Shopping Behavior - Baby Boomers (Sample Data) -
Customer Insights
Buy consumer goods at retail chain
Buy Online
Make Grocery List
Ask others before Purchasing
Made a purchase after reading an online review in the last 12 months69%
Read Reviews
Saw the products in a brick - & - mortar store
Recommended by friend
Saw the product online
Saw a printed advertisement
Key Takeaway : Online reviews & word-of-mouth advertising are an important factor in purchasing decisions
70%
20%
62%
82%
TOP 5
Influences
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26. Customers Shopping Behavior – Millennial (Sample Data) -
Customer Insights
Use Ratings & Reviews
As the #1 reason to purchase
from a retailer’s website
51%
Make Purchases
On their
smartphones
72%
Research Options
Before shopping at stores
70%
Reviews
45% Prefer Webrooming
(browsing online & buying in-store)
30% Prefer Showrooming (browsing
in-store & buying online)
Want a Shopping Experience
Seamless & integrated on
all channels
69%
Key Takeaway : Millennials are the most tech savvy generation of all & a whopping 69% of them research about products before shopping
26

27. Media Profile of Target Audience - Customer Insights
34%
20%
19%
3%
12%
4%
4%
4%
Television
Online, Mobile
Online,
Laptop/Desktop
Online, Other
Radio
Newspapers
Magazines
Other
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Time Spent with Media
(U.S. Adults)
27

28. Media Profile of Target Audience (2) - Customer Insights
70%
65%
58%
50%
40%
Social Networking Searching for
Information
Watch Online Videos Look up Directions Research potential
purchases
Types of activities young people do on Smartphone
Mobile is their go – to device
76%
76% of
Millennials…
… go online via smartphone at
least as often as computers
28

29. What triggers
awareness
of the
supplier/product?
What is used to
explore potential
suppliers & to assess
their offerings?
What criteria are
evaluated to select the
chosen supplier?
How does the
onboarding process
unfiled?
What shapes the
customer experience?
What prompts contract
renewal?
› Direct mall
› Email advertising
› Word of mouth /
Customer referrals
› Distributor/
dealer reps
› Distributor/dealer
websites
› Distributor/dealer
advertising
› Retailer reps
› Retailer websites
› Your text here
› Brochures
/catalogues/ spec
sheets
› Customer reviews /
Testimonials
› Peer referrals
› Third party / expert
reviews
› Direct sales reps
› Website
› Your text here
› Your text here
› Your text here
› Case Studies
› Pitch / Presentation
› Deliverables
› Best practices /
accreditations
› ROI data / tools
› Awards
› Testimonials
› Your text here
› Your text here
› Your text here
› Your text here
› Contract negotiation
(pricing, terms,
conditions, etc.)
› Invoicing
› Stakeholder buy-in
› Account
management /
communications /
support
› Training
› Your text here
› Your text here
› Your text here
› Customer Service/
account management
› Technical support
› Ordering
› Shipping / receiving
› Volpe of the
customer
(performance
monitoring)
› Market research
› Your text here
› Your text here
› Your text here
› Account
management /
relations
› Loyalty programs
› Referral programs
› Performance reviews
› Contract negotiation
(discounts,
terms me)
› Your text here
› Your text here
› Your text here
› Your text here
Consumer’s Path to Purchase - Purchasing Insights
Trigger
1
Review
Purchase
Decision Engagement
Relationship
Management Renewal
2 3 4 5 6
Touchpoints
Buyer Journey Map
29

30. Purchasing Criteria - Purchasing Insights
51%
57%
60%
64%
65%
77%
Recommended by others
Products that simply my life
Good product reviews online
Brands that provide good value
Convenient to purchase
Safety
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31. Reviews
User Experience
Customer Support Design (User Interface)
Prices & Discounts
› Customer concerns should be addressed
› 48% of users would buy online more if
return conditions were less stringent
› Navigation should be easy on website
› Customer Satisfaction drops by 7% every second
it takes to load a page on an online store
› 75% of potential customers abandon their
purchases if the site is not optimized for mobile
› The look of the website matters a lot to consumers
› 52% of buyers leave a website and do not return if
they do not appreciate the way it looks
› People love discounts, special offers and
loyalty programs
› Free shipping is a major consideration
Purchasing Criteria for an Online Store - Purchasing Insights
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32. Customer Funnel Metrics to Measure - Purchasing Insights
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
Downloads, Installs, App Store Product Page
Visits, Site Visits, Top-of-mind or Aided Awareness
Average Revenue Per User, Customer Lifetime
Value, App Purchases/ Subscriptions, In-App
Transactions, Ad Revenue
Referrals, App Store Ratings & Reviews
Social Buzz
n-Day Retention Monthly Active Users,
Session Frequency
Registrations, Session Length, Screens Per
Session, One-Day Retention
METRICS
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33. Create Differentiated Value Proposition - Value Proposition
Insights
Customers/ Prospect’s
Needs & Desires
Your Value
Proposition
Competitor’s Value
Propositions
Points of
Parity
Points of
Difference
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34. Competitor Analysis - Value Proposition Insights
How does the product stand against other competitors in terms of value proposition?
Value Proposition
Dimensions
Customer Importance
(Rank Order)
Company Competitor 1 Competitor 2
Core Features Rating Core Features Rating Core Features Rating
Product Quality 5 Text Here 3 Text Here 5 Text Here 5
Packaging 4 Text Here 5 Text Here 3 Text Here 2
Ease of Use 5 Text Here 5 Text Here 4 Text Here 4
Price 4 Text Here 3 Text Here 2 Text Here 1
Effectiveness 5 Text Here 2 Text Here 4 Text Here 4
TOTALS Text Here Text Here Text Here Text Here
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35. Analyse Previous
Campaigns
S
T
E
P
2
35

36. € 22,500
Campaign 3
vs. Budget of
€ 50,000
€ 24,000
Campaign 1
vs. Budget of
€ 25,000
Marketing Campaign Dashboard
3
2
4
Campaign 1 Campaign 2 Campaign
CTR by Campaign
€700
€1100
€400
Campaign 3
Campaign 2
Campaign 1
CPA by Campaign
€140
€100
€115
Campaign 3
Campaign 2
Campaign 1
CPC by Campaign
50
20
30
Campaign 1
Campaign 2
Campaign 3
Acquisition by Campaign
€ 68,000
Total Spend
vs. Total Budget of € 105,000
105
Acquisitions
72,000
Impressions
€ 630
Cost per
Acquisition
2,200
Clicks
3
Click through
Rate
€ 1.5
Cost per
Click
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€ 22,000
Campaign 2
vs. Budget of
€ 30,000
36

37. Marketing Campaign Performance
5K
6K
5K
7K
0K 0.2K 0.4K 0.6K 0.8K 1K
PPC
Email
Banners
3rd Party
Campaign Health
Campaign Health
Users
Conversions
25%
94K
Top Unbranded Keywords Sessions
Marketing ROI 4,534
Office Management 11,554
Online Marketing 4,290
Online Payment solutions 16,450
Online Stories 1,900
Top Branded Keywords
58%Spend
51%
Conversions
Cost
56%Conversions
55% Sessions
Top Conversions by Region
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3rd Party
Banners
Email
PPC
30%
20%
28%
22%
37

38. Email Marketing Dashboard
0
500
1000
25-Jun 5-Jul 15-Jul 25-Jul 4-Aug
0
500
1000
1500
5-Jul 15-Jul 25-Jul 4-Aug
0
1000
2000
3000
4000
5000
6-Jul 7-Jul 8-Jul 9-Jul 10-Jul 11-Jul 12-Jul
SENT OPENS CLICKS BOUNCES UNSUBS
Weekly Newsletter 4,580 935 70 25 20
Jul 20th 2019 21% 7.5%
Summer Promo 4,400 903 70 23 27
Jul 22th 2019 20.5% 7.3%
Daily Customer Update 4,240 882 41 31 30
Jul 21th 2019 21% 4.6%
Solo Send : Special Offers 4,275 902 75 40 38
Jul 10th 2019 21% 8.5%
Weekly Newsletter 3,999 945 48 21 23
Jul 9th 2019 24% 5%
VIP Announcement 4,013 875 100 28 28
Jul 6th 2019 22% 11%
Email Marketing List Health
SUBSCRIBERS
4,000
Day – Week : +250
Google Analytics Total Sessions
Email Marketing Recently Sent Emails
Google Analytics Top Sources by Medium
SESSIONS
8,115
Day : -135, Week : - 389
Direct Sessions
8,115
Day : -135, Week : - 389
Organic Sessions
2,542
Day : -100, Week : - 70
Paid Sessions
10
Day : -1, Week : - 0
Referral Sessions
2,075
Day : -75, Week : - 78
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39. AdWords Campaign Dashboard
0
3
6
0
10
20
30
40
50
60
70
Jan 01 Jan 07 Jan 13 Jan 19 Jan 25 Jan 31 Feb 07 Feb 13 Feb 19 Feb 25
AdWords ROI
All Keywords
Ad Cost ROI $ ROI Leads GCR
$2,850 0.4 $890 72 5%
AdWords Visitor KPIs
Keywords Performance
Metric Past 30 Days Previous Delta Change % Trend
Visits 750 780 -4.0%
Visitors 710 770 -8.1%
Goals 40 30 30.2%
GCR 5% 4% 32.2%
New Visits 87% 91% -5.81%
Ad Group Impression Clicks CTR Cost CPC Goals
Bicycles 61,510 515 1.5% $1,315 $0.51 30
Outdoor
Activities
256,500 420 0.7% $590 $0.49 25
Bike
Repairs
260,000 430 0.8% $890 $0.45 15
578,010 1,365 3.0% $2,795 $1.45 70
Leads
Visitors
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”. 39

40. Create New
Campaigns
S
T
E
P
3
40

41. Set Campaign Goals
Sales
› Your Text Here
› Your Text Here
› Your Text Here
Leads
› Your Text Here
› Your Text Here
› Your Text Here
Website Traffic
› Your Text Here
› Your Text Here
› Your Text Here
Brand Awareness & Reach
› Your Text Here
› Your Text Here
› Your Text Here
App Promotion
› Your Text Here
› Your Text Here
› Your Text Here
Product & Brand Consideration
› Your Text Here
› Your Text Here
› Your Text Here
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42. Campaign Goals
Ranking Attention Behavior Outcomes
Gold AVOC Conversion rate Intent
Silver Viewability
Site
Engagement
Task
Completion Rate
Bronze
On-Target
impressions
Page Views Awareness
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43. Marketing Campaign Budget 1/2
Category Totals Fiscal Year Totals
National Marketing $350 $350 $350 $350 $1,400
Banner Ads $350 $350 $350 $350 $1,400
$- $- $- $- $-
$- $- $- $- $-
Local Marketing $2,000 $2,000 $2,000 $2,200 $8,200
Newspaper $500 $500 $500 $500 $2,000
In-store Marketing $300 $300 $300 $300 $1,200
POP $500 $500 $500 $700 $2,200
$- $- $- $- $-
Public Relations $5,500 $2,500 $3,000 $2,500 $13,500
Public Events $- $- $- $- $-
Sponsorships $- $- $- $- $-
Press Relations $5,000 $3,000 $2000 $4,000 $14,000
Webinars $- $- $- $- $-
Conferences $- $- $- $- $-
Client Events $- $- $- $- $-
$- $- $- $- $-
Content Marketing $1,300 $1,300 $1,300 $1,300 $5,200
Sponsored Content $- $- $- $- $-
Loading Page $1,100 $1,100 $1,100 $1,100 $4,400
White Papers/ eBooks $- $- $- $- $-
$- $- $- $- $-
Q1 Q2 Q3 Q4
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44. Marketing Campaign Budget 2/2
Category Totals Fiscal Year Totals
Social Media $250 $250 $200 $200 $900
Twitter $- $- $- $- $-
Facebook $350 $350 $350 $350 $1,400
Pinterest $- $- $- $- $-
Instagram $2,000 $2,000 $2,000 $2,200 $8,200
Google + $500 $500 $500 $500 $2,000
LinkedIn $300 $300 $300 $300 $1,200
Online $500 $500 $500 $700 $2,200
Blog $- $- $- $- $-
Website $5,500 $2,500 $3,000 $2,500 $13,500
Mobile App $- $- $- $- $-
Mobile Alerts $- $- $- $- $-
Email Newsletter $5,000 $3,000 $2000 $4,000 $14,000
Advertising $3,000 $3,000 $3,000 $3,000 $12,000
Online $2,500 $2,500 $2,500 $2,500 $10,000
Print $800 $800 $800 $800 $3,200
Outdoor $- $- $- $- $-
Radio $- $- $- $- $-
Television $- $- $- $- $-
$- $- $- $- $-
$- $- $- $- $-
TOTALS $37,600 $31,600 $30,550 $34,350 $122,100
Q1 Q2 Q3 Q4
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45. Revenue
Metrics
Return On Investment (ROI)
Cost to acquire a Customer (CAC)
Conversion Metrics
Conversion Rate (CVR)
Bounce Rate
Average Cost Per Page View
Average Page Views Per Visit
Cost Per Lead (CPL)
Average Time On Site
Rate of Return Visitors
Marketing Campaign Success Metrics
Overall Site
Traffic
Traffic
Sources
Mobile
Traffic
Click through
Rate
Cost Per
Click (CPC)
Traffic Generation
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46. Prepare Your Marketing Assets
The Content
Marketing Pyramid
Primary/ Secondary Research & Thought Leadership :
Books, eBooks & White Papers
Long-form Blog Posts & Presentations
Infographics & Slideshares
Short-form Blog Posts & Contributed Content
Social Media Post & Curated Content
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47. Decide Your Creative Marketing Message
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congue massa. Fusce posuere, magna sed pulvinar ultricies, purus lectus
malesuada libero, sit amet commodo magna eros quis urna.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Maecenas
porttitor congue massa. Fusce posuere, magna sed pulvinar
ultricies, purus lectus malesuada libero, sit amet commodo magna
eros quis urna.
Creative Message- Option #1
Creative Message- Option #2
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48. Plan Your Marketing Calendar
White Paper Development Webinars Your Text Here
Newspaper Sign-up Plugin Blog Post Developments Your Text Here
Name Page Re-design
Analytics Implementation Competitive Analysis
Your Title HereYour Title HereYour Title Here
Your Text Here
Your Text Here Your Text Here Your Text Here
Your Text Here
Your Text HereYour Text Here
Keyword Search
New Traffic
Acquisition
Lead Nurture
Conversion
Increase
Product Viability
Content
Paid/ Organic Search
Email Marketing
Social Media
Lifecycle Goal
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49. Marketing Strategy Template 1
Owned
Website
Build internal links after content
pieces are
1 Hour Per Week
Traffic
Text Here
Email List
Monthly newsletter
Triggered email nurturing program Text Here
Identify prospects and pull down
the funnel
Text Here
Facebook Daily weekday posts Text Here New subscribers, traffic to website Text Here
Twitter Daily weekday posts Text Here New subscribers, traffic to website Text Here
LinkedIn Daily weekday posts Text Here New subscribers, traffic to website Text Here
Earned
Email
Outreach
Identifying & contacting friend and social
influencers who may be
willing to share the
(Outreach time resources)
Influencers will share via social
channels or link to content
Shares & links
Paid
Facebook Text Here Text Here Text Here
Quote requests and email signups from
fb
LinkedIn Text Here Text Here Text Here
Quote requests and email
signups from LNKD
Twitter Text Here Text Here Text Here Text Here
Paid Search Text Here Text Here Text Here
Quote requests and email signups from
PPC
Retargeting Text Here Text Here Text Here Text Here
Strategy Budget/ Resources Desired Outcome Metrics To Measure
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50. Marketing Strategy Template 2
Product & Service Management
Brand & Marketing
Channel Management
Sales & Post Sales
Jan Feb Mar Apr May Jun Jul
Go/No-go
Mar 14, 2020
Go/No-go
Jun 15, 2020
General Availability
Jul 1,2020
Market Analysis Business Plans Price Definition
Projections Market requirements
Brand, Solution, Message Customer Profile Beta Customer/ Advocates
Competitor Profile Lead Gen
Projections Brief Analysis
Analytics
Sales Strategy
Training
CRM & Pipeline Reporting
Team Development Best Practices & Optimization
Virtual Sales
2019
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51. Marketing Campaign Summary
Marketing Channels & Budget
SOCIAL MEDIA
Influencer Outreach Program - $150
Facebook Campaigns- $100
CONTENT
PAID/ ORGANIC SEARCH
Text Here - $125
Text Here- $75
Text Here- $100
Videos- $150
Blogs- $199
Infographics- $99
Webinars- $99
01.
02.
03.
Campaign Goals
› Text Here
› Text Here
› Text Here
› Text Here
Target Audience
› Text Here
› Text Here
› Text Here
› Text Here
Creative Message
› Text Here
› Text Here
› Text Here
› Text Here
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52. Marketing Operations Strategy
Budget LAST YEAR THIS YEAR
Text Here $XX $XX
KPIs LAST YEAR THIS YEAR
Website Traffic XX XX
New Visitors XX XX
Conversion Rate XX XX
Social Reach XX XX
Email Open Rate XX XX
Cost Per Click XX XX
Cost Per Acquisition XX XX
WEBSITE
› Different homepage layouts based on client demographic
› Offering products/service related to past purchases or
based on client’s engagement history & behavior
› Loyalty rewards, bonuses, milestones or other incentives
for return visits
EMAIL
› Personalized emails based on past purchases or
interests (welcome series, post purchase reviews, order
updates, etc)
CONTENT
› Targeted content based on client segmentation (behavior,
demographic, stages in the buying cycle)
› Multi-channel distribution & promotion (social media, onsite,
PPC ads, etc)
› Responsive dynamic content optimized for mobile devices
Marketing Initiatives for the Next Quarter/Year
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53. Measure
Marketing ROI
S
T
E
P
4
53

54. Campaign Performance
Campaign ROI Leads Wins Launch
Campaign Name A 3% 2,920 145 Tue, 3 Dec, 2019
Campaign Name B 1% 2,059 40 Fri, 20 Dec, 2019
Campaign Name C 50% 540 42 Mon, 23 Dec, 2019
Campaign Name D 98% 2,541 75 Wed, 8 Jan, 2020
Campaign Name e 85% 966 49 Sun, 19 Jan, 2020
64% 54,749 2,490
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55. Marketing Return on Investment
CAMPAIGN A CAMPAIGN B CAMPAIGN C
Impressions 600 375 700
Conversion Rate % 1.00% 0.75% 1.25%
# of New Customers 6 3 9
Average $ Sale $ 1,100 $ 800 $ 1400
# of Sales 3 4 4
Gross Profit % 40% 25% 40%
Profit Per Customer 1,320 800 2,240
Total Gross Revenue 25,000 7,594 58,594
Total Gross Profit Amount 7,000 1,709 21,973
Marketing Investment 2,000 1,875 1,125
Return on Investment 5,000 (375%) 166 (-9%) 20,848 (1853%)
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56. Icons Slide for Creating Marketing Strategy for your Organization
56

57. Additional Slides
57

58. WelcometoOurAgenda
Agenda 01
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audience's attention.
Agenda 02
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audience's attention.
Agenda 03
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audience's attention.
Agenda 04
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audience's attention.
Agenda 05
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audience's attention.
Agenda 06
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audience's attention.
58

59. Company Introduction
Target Audience
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your audience's attention.
Premium Services
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your audience's attention.
Values Client
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your audience's attention.
59

60. Our Mission Vision Values
Mission
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audience's attention.
Vision
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audience's attention.
Goal
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audience's attention.
60

61. OurMainGoal
Goal
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your audience's attention.
01
Goal
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your audience's attention.
02
Goal
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your audience's attention.
03
Goal
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your audience's attention.
04
61

62. Organization Chart
Name Here
Designation
Name Here
Designation
Name Here
Designation
Name Here
Designation
Name Here
Designation
Name Here
Designation
Name Here
Designation
Name Here
Designation
Name Here
Designation
62

63. Comparison
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it to your needs and capture your
audience's attention.
LinkedIn By Users
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it to your needs and capture your
audience's attention.
Facebook By Users
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it to your needs and capture your
audience's attention.
Twitter By Users
50%
40% 30%
63

64. Bar Chart
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2018
2019
2020
Product O1
Product O2 Product O1
Product O2
64

65. Pie Chart
20%
30%
50%
Product O1
Product O2
Product O3
65

66. Dashboard
25%
0%
50%
100%
50%
0%
50%
100%
75%
0%
50%
100%
Low Medium High
66

67. Text Here
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and capture your audience's attention.
Text Here
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and capture your audience's attention.
Text Here
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and capture your audience's attention.
Text Here
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and capture your audience's attention.
Text Here
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and capture your audience's attention.
Text Here
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and capture your audience's attention.
Circular Process
67

68. Roadmap Template
2017
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needs and capture your audience's attention.
2019
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needs and capture your audience's attention.
2020
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needs and capture your audience's attention.
2021
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needs and capture your audience's attention.
2018
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needs and capture your audience's attention.
68

69. Linear Process
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Text Here
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Text Here
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Text Here
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audience's attention.
Text Here
69

70. Timeline
Start End
2013
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audience's attention.
2015
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2017
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audience's attention.
2019
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2014
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2016
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2018
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2020
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70

71. Thank You
Email Address
emailaddress123@gmail.com
Contact Number
0123456789
Address
# street number, city, state
71