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Marketing Plan Presentation Template 2018
The document outlines a comprehensive marketing plan structured into seven stages, designed to facilitate analysis, planning, and strategic communication for effective implementation. It includes templates and tools for critical aspects such as customer analysis, competitor evaluation, financial objectives, and marketing budgets. The plan focuses on generating leads, implementing new technology, launching products, and emphasizes the importance of content strategy and customer journey mapping.
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Marketing Plan Presentation Template 2018
- 1. 01 Aspiration 02 Situation 03Objectives 04 Strategy 05 Content 06 Technology 07 Budget 2018 Marketing Plan
- 2. This marketing planpresentation 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: How to use this template: 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. Enter your visionstatement here. 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 MARKETING PLAN Budget Technology Content Strategy Objectives Situation
- 4. MARKETING PLAN Enter yourcore values here (see example below): • Social Accountability • Candor • Results-Oriented • Equal Opportunity • Transparency 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 Technology Content Strategy Objectives Situation
- 5. Statistics If you don’thave metrics collected, use Demand Metric’s Key Marketing Metrics Dashboard to start tracking them: https://www.demandmetric.com/content/key-marketing-metrics-dashboard MARKETING PLAN Aspiration Budget Technology Content Strategy Objectives
- 6. MARKETING PLAN Enter yourcustomer analysis here. You may wish to include information regarding the number of total accounts, lifetime value, satisfaction, retention rates, etc. 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 Aspiration Budget Technology Content Strategy Objectives
- 7. MARKETING PLAN Analysis SocialTechnological Economic Political Trends Conditions Implications Aspiration Budget Technology Content Strategy Objectives
- 8. MARKETING PLAN Strengths Weaknesses •Describe your key strengths as a business including your core capabilities. • Outline any weaknesses that are currently holding you back from achieving better results. Opportunities Threats • 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. Aspiration Budget Technology Content Strategy Objectives
- 9. MARKETING PLAN Use DemandMetric’s Competitive Analysis Tool to analyze your competitive position: https://www.demandmetric.com/content/competitive-analysis-tool Aspiration Budget Technology Content Strategy Objectives
- 10. MARKETING PLAN Financial Customer Technology& Processes Employee Growth Objectives Programs & Initiatives KPIs and Target Timeframes Situation Aspiration Budget Technology Content Strategy
- 11. MARKETING PLAN 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 Programs, Initiatives and Actions KPIs and Metrics Target Timeframes • Enter programs here • Enter KPIs here • Goal timeframes here Objective #3 – Launch New Product Programs, Initiatives and Actions KPIs and Metrics Target Timeframes • Enter programs here • Enter KPIs here • Goal timeframes here Situation Aspiration Budget Technology Content Strategy
- 12. Use Demand Metric’sMarket Segment Analysis Tool to analyze and segment your key markets: https://www.demandmetric.com/content/market-segmentation-and-analysis-tool Company Size (Revenue) Key Market Segments Market Segment Sizes 100M+ Revenue 5-100M Revenue 0-5M Revenue InternationalMarkets Canada North America Corporate Small Business Small Business 928,247 small businesses in USA, Canada & Australia UnitedStates North America Corporate 1,420,996 mid-sized and large corporations in USA & Canada Australia Australia Corporate Australia Corporate 79,890 mid-sized and large corporations in Australia Objectives Situation Aspiration Budget Technology Content MARKETING PLAN
- 13. Demographics (who theyare) Annual Revenue $100M - $500M # 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) 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 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 Objectives Situation Aspiration Budget Technology Content MARKETING PLAN
- 14. Business Buyer Persona Age28 Income $45,000/year Experience 5 years in Marketing Education University or College Degree in Business Decision-Making Make decisions quickly Likes & Dislikes Like being active and busy, dislike pushy salespeople and complex software Media Read online daily, have far too many email newsletter subscriptions Habits & Skills Excellent project manager and skilled at working with outside agencies Research Typically get information from reading reviews onilne or talking to peers Technology Skills Uses Microsoft Office but I/T manager makes it difficult to buy new software Buying Power Has sign-off authority for under $1,000 Purchasing Process Reviews products, discusses with team and makes purchase with credit card Technical Buyer Persona Age 36 Income $75,000 per year Experience 10 years in Information Technology Education University Degree in Computer Science Decision-Making Doesn't like to make decisions quickly Likes & Dislikes Dislikes end users who violate security policies Media Online forums with techies, virtual conferences, technology analyst reports Habits & Skills Very organized and tech savvy, not the best communicator Research Posts questions on forums, reads whitepapers, contacts reference clients Technology Skills Runs the datacenter and network for the business Buying Power Can authorize purchases up to $5,000 Purchasing Process Identifies trends, researches solutions, requirements, vendors demos, contracts Objectives Situation Aspiration Budget Technology Content MARKETING PLAN
- 15. For: Product is:Ideal for: Better than: Because: KeyCriteria Identify ideal market segment. Provide concise description. Describe best use or application for product. Identify primary competitor or competing approach. Cite differentiation and other evidence to back up your claim of superiority. OurProduct Use Demand Metric’s Positioning Statement Worksheet to help you craft your statement: https://www.demandmetric.com/content/positioning-statement-worksheet Objectives Situation Aspiration Budget Technology Content MARKETING PLAN
- 16. Use Demand Metric’sPricing Strategy Template to determine your approach to pricing: https://www.demandmetric.com/content/pricing-strategy-template Economy Penetration Skimming Premium Objectives Situation Aspiration Budget Technology Content MARKETING PLAN
- 17. Use Demand Metric’sCustomer Journey Map to document your typical customer journey: https://www.demandmetric.com/content/customer-journey-map-template Objectives Situation Strategy Aspiration Budget Technology Content MARKETING PLAN
- 18. Use Demand Metric’sBuying Process Stage Template to align your buying/sales process: https://www.demandmetric.com/content/buying-process-stage-template Buyer Stage Need Discovery Consideration Decision Advocacy Description Identification of problem or business opportunity Search for solutions to problems/opportunities Assess alternatives and gather info on solutions Goal is to purchase the product/service that satisfies the need Did the purchase accomplish its objectives? Action Buyer becomes aware of a problem or opportunity Buyer finds our solution and competitive solutions Buyer evaluates solutions & enters into “trials” Buyer must make decision to purchase a solution Buyer reviews product or service and becomes a product/service enthusiast Questions Do I need this? What are my requirements? What differentiates you from your competitors? Is this solution easy to use? How long will it take? How can I prove a Return on Investment? Is the solution providing value? Duration 1 Day 30 Days 30 Days 15 Days On-Going Influencers Thought Leaders, Blogs Thought leaders, review sites, customers, competitors Customer service, Marketing IT, Marketing, Sales Customers, Internal departments Seller Action Provoke Educate Explain Reassure Renew Content 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 Sales Process Prospecting Qualification Demo Proposal Contract Objectives Situation Strategy Aspiration Budget Technology Content MARKETING PLAN
- 19. Use Demand Metric’sMarketing Calendar Template to build your content calendar: https://www.demandmetric.com/content/marketing-calendar-template-2017 Objectives Situation Strategy Aspiration Budget Technology Content MARKETING PLAN
- 20. ATTRACT ENGAGE CONVERTTRANSACT CUSTOMER SUCCESS Online Advertising & SEO Social Media & PR Predictive Analytics Website, Blog & Chat Content & Landing Pages Video A/B Testing, UX Marketing Automation CRM & Data Enrichment Sales Enablement Webinar/ Screenshare Proposal/CPQ Customer Support Customer Advocacy Online Community 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 Objectives Situation Strategy Aspiration Content Budget Technology MARKETING PLAN
- 21. Budget Objectives Situation Strategy Aspiration Use Demand Metric’sMarketing Budget Template to build your budget: https://www.demandmetric.com/content/marketing-budget-template Budget Categories Total Budget 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 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 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 Contact Lists $36,000 $12,000 $2,000 $300 General Admin $15,000 $50 $340 $2,000 $400 $200 $50 $200 $20 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 Technology Content MARKETING PLAN