The marketing plan aims to grow software sales by 20% in 2011 through targeted advertising, email campaigns, whitepapers, and search engine optimization. The budget is £25,000 which will generate an estimated 90 leads at a cost of £278 per lead. Key tactics include an advertising campaign in financial services sectors, a three step campaign of email, whitepaper and telemarketing, and search engine optimization. Progress will be measured by the number of new leads, enquiries, and clients acquired.

1. Marketing Plan 2011
Summary Objectives
1. Grow sales of software by 20% during 2011
Summary Strategy
1. build sales pipeline within financial services sector
Tactic Budget Target / Measure
Campaign Led
Targeted advertising: Linkedin inMail, Google CPC, 1x trade press £8,000
design creative - copy and artworking
Implement campaign
Measure effectiveness
Assess and take corrective action
Ensure leads built into pipeline
Three step campaign: email, whitepaper & telemarketing £10,000
Design creative assets
Create whitepaper
Build campaign landing page and data capture
eDM broadcast
TM follow-up
Assess and take corrective action
Ensure leads built into pipeline
Momentum Led
Search Engine Optimisation £1,000
Social media management - Twitter / LinkedIn / Blog £1,000
TOTAL £20,000
Agency Fees £5,000
Total Marketing spend £25,000
Total Leads Generated 90
Average Cost per Lead £278

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Target / Measure Leads lead Owner
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50 new leads into pipeline 50 £160
25 new leads acquired 25 £400
25 leads into warm propsects
20 enquiries, 1st page google 10 £100
1,000 followers, 5 enquiries 5 £200
90
at 20% conversion rate = 36 new clients

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