This document provides a customizable marketing automation planning template for SMB marketers. The template includes sections for setting goals and objectives, identifying changes to marketing strategy with the new automation platform, creating a quarterly campaign plan, and planning implementation. It also provides examples of stats and case studies to illustrate the potential benefits of marketing automation.

1. MARKETING AUTOMATION
PLAN FOR SUCCESS
A Customizable Planning Template for SMB Marketers

2. • Ownership & Goals
• Objectives
• Changes in Strategy
• Quarterly Campaign Plan
• Plan for Implementation
• Marketing Automation Stats
• Case Study Excerpts
TABLE OF CONTENTS

3. STRATEGY PLANNING

4. Marketing automation point person: Who in your company will head up this initiative?
Users: Who will have a seat in your platform?
Current pain points: Ex: Low lead quality; small ratio of leads passed to sales become closed
deals.
Long-term goals:
Short-term goals:
KPIs to measure: Ex: MQLs
OWNERSHIP & GOALS

5. GOALS CAMPAIGNS CHANNELS
Ex: Increase # of marketing-
qualified leads by 20% in Q4
Ex: Run lead nurturing
campaigns targeted toward
prospects who have been
inactive less than 6 months
Ex: Email
Goal 2 Campaign 2 Channel 2
Goal 3 Campaign 3 Channel 3
Goal 4 Campaign 4 Channel 4
Goal 5 Campaign 5 Channel 5
OBJECTIVES PLANNING
Goals, campaigns, and channels to start with:

6. OLD STRATEGY NEW STRATEGY
Ex: Monthly email blast to cold leads
Ex: Targeted nurturing tracks to educate non-
sales-ready leads to a sales-ready state
Strategy 2 Strategy 2
Strategy 3 Strategy 3
Strategy 4 Strategy 4
Strategy 5 Strategy 5
CHANGES IN STRATEGY
Marketing automation can streamline marketing initiatives by making current
strategies more efficient and effective.

7. PLAN FOR EXECUTION

8. Complete by: __________ Complete by: __________ Complete by: __________
Complete by: __________ Complete by: __________ Complete by: __________
Implementation contact:
Kickoff date:
Goal for completion:
IMPLEMENTATION PLAN

9. FEBRUARY
Overarching
Campaign
Overarching
Campaign
Event
1
Event
2
Event
3
Event
4
Nurturing
Campaigns
Social
Media
Content
Efforts
Paid
Adver<sing
Webinars
JANUARY MARCH
QUARTERLY CAMPAIGN PLAN

10. WHAT TO EXPECT

11. • Nurturedleadsproduce,onaverage,a20%increaseinsalesopportunitiesversusnon-
nurturedleads.(DemandGenReport)
• Companieswithmatureleadgenerationandmanagementpracticeshavea9.3%
highersalesquotaachievementrate.(CSOInsights)
• Companiesthatexcelatleadnurturinggenerate50%moresales-readyleadsat33%
lowercost.(ForresterResearch)
• Nurturedleadsmake47%largerpurchasesthannon-nurturedleads.(TheAnnuitas
Group)
• Companiesthatautomateleadmanagementseea10%orgreaterincreaseinrevenue
in6-9months.(GartnerResearch)
QUICK STATS

12. CASE STUDIES
• Within12monthsofimplementingmarketingautomation,Epicomincreasedwebsite
leadsby63%.Learnmore.
• JetReportssawuniquevisitorstotheirwebsiteincreaseby115%.Learnmore.
• Mediacurrentsawa129%year-over-yeargrowthincontentconvertions. Learnmore.
• In6months,AchieveItwentfrom152qualifiedleadsto1,405—anincreaseof824%.
Learnmore.
• RedTailSolutionsincreasedmarketingteamproductivityby40%,whilereducingthe
salescycleby25%.Learnmore.
• Wistiaincreasedthenumberoffreeservicetrialsby40%.Learnmore.

13. THANK YOUFor more information, visit pardot.com.