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    2014 Marketing Planning Tool Example

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    Pedro
    The 2014 B2B Demand Generation Plan outlines goals to grow revenue from existing customers, retain the existing customer base, and acquire new logo customers. Key strategies include developing demand generation programs, improving conversion rates across the sales funnel, executing new customer acquisition campaigns, driving website traffic, conducting cross-sell/upsell campaigns, generating leads from existing marketing, engaging prospects on social media, gaining referrals through partners/affiliates, and exploring mobile messaging options. Tactics are defined for each strategy and are assigned to responsible parties for execution throughout 2014.

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    2014 Marketing Planning Tool Example

    Uploaded by

    Pedro
    19 views1 page
    The 2014 B2B Demand Generation Plan outlines goals to grow revenue from existing customers, retain the existing customer base, and acquire new logo customers. Key strategies include developing demand generation programs, improving conversion rates across the sales funnel, executing new customer acquisition campaigns, driving website traffic, conducting cross-sell/upsell campaigns, generating leads from existing marketing, engaging prospects on social media, gaining referrals through partners/affiliates, and exploring mobile messaging options. Tactics are defined for each strategy and are assigned to responsible parties for execution throughout 2014.

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    2014 Marketing Planning Tool

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    The 2014 B2B Demand Generation Plan outlines goals to grow revenue from existing customers, retain the existing customer base, and acquire new logo customers. Key strategies include developing demand generation programs, improving conversion rates across the sales funnel, executing new customer acquisition campaigns, driving website traffic, conducting cross-sell/upsell campaigns, generating leads from existing marketing, engaging prospects on social media, gaining referrals through partners/affiliates, and exploring mobile messaging options. Tactics are defined for each strategy and are assigned to responsible parties for execution throughout 2014.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as xlsx, pdf, or txt
    19 views1 page

    2014 Marketing Planning Tool Example

    Uploaded by

    Pedro
    The 2014 B2B Demand Generation Plan outlines goals to grow revenue from existing customers, retain the existing customer base, and acquire new logo customers. Key strategies include developing demand generation programs, improving conversion rates across the sales funnel, executing new customer acquisition campaigns, driving website traffic, conducting cross-sell/upsell campaigns, generating leads from existing marketing, engaging prospects on social media, gaining referrals through partners/affiliates, and exploring mobile messaging options. Tactics are defined for each strategy and are assigned to responsible parties for execution throughout 2014.

    Copyright:

    © All Rights Reserved
    Download as XLSX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as xlsx, pdf, or txt
    of 1

    2014 B2B Demand Generation Plan

    Grow - Increase revenue / margin Contribution from the existing customer base
    Retain - Reduce Churn of existing customer base
    Acquire - Acquire New Logo customers

    Goals

    Objectives

    Strategies

    Strategies

    > DG Q1: Develop Programs baseline by March 31st


    > DG Q2 - Q4: Improve on baseline by XX% in 2014
    > LG Q1/2: LDR Conversion Rates MCL>XX% MQL> XX% SQL> XX% OPP
    > LG Q3/4: LDR Conversion Rates MCL> XX% MQL> XX% SQL> XX% OPP
    > Execute new customer Acquisition Campaigns
    > Drive Prospects to Website to advance buying process
    > Executive x-sell/upsell campaigns to drive additional revenue/margin from
    customers
    > Generate leads from existing ad placements or sponsorships to achieve goals
    > Engage new customer prospects through Social Media
    > Generate referrals through Partners, Affiliates, Channels, Associations, etc.
    > Explore mobile messaging options (and execute programs as appropariate)

    Tactics

    Audience Check-off

    Goal Check off

    Execution

    Mktg Ops

    Sales
    Regions

    x
    x

    x
    x

    x
    x

    x
    x

    x
    x

    x
    x
    x

    x
    x
    x

    x
    x
    x

    x
    x
    x
    x
    x

    x
    x
    x

    x
    x
    x
    x
    x

    x
    x
    x
    x
    x

    x
    x
    x
    x
    x

    x
    x
    x
    x
    x

    x
    x
    x
    x
    x

    x
    x
    x
    x
    x

    x
    x
    x
    x
    x

    x
    x

    Company Campaign Analysis and updates

    x
    x
    x
    x
    x

    Company Campaign Q3/Q4 Heavy Roll-out: Harvest learnings to drive maximum inquiries

    Agencies

    x
    x
    x
    x

    Develop a Propensity to Buy Formula


    Establish a Universe of target site owner prospects
    Buy customer lists to reach target prospects not in database
    Develop a media plan to reach target audience
    Integrate outbound marketing with direct mail, email, banners, search keywords

    Copany Internal Campaign Announcements,


    Company 'Lite' Campaign #1: Develop CTA's, Landing Pages, HPS Campaign Elements
    Company Q2 Steady Drip: Google Adwords, LinkedIn Targeted Ads
    Company Q2 Retargeting Campaign - Execute ads to visitors of Company Website
    Develop Webinar series
    Company Campaign #2: Update CTA's, LP's, Campaign Elements. Create New Elements

    > Drive Prospects to Company Website to


    advance buying process
    Develop new microsites, elements of Company Website
    Provide new visitors with a compelling experience highlighting Company value prop
    Develop trust and credibility through customer testimonials
    Ensure prospects are able to achieve top goals of site through exceptional UX
    Optimize website for Search Engine Optimization
    Create a responsive design website for various devices (computer, mobile, tablet, etc.)

    > Executive x-sell/upsell campaigns to drive additional revenue from customers

    Sales Team

    GTM
    Partners

    Company

    Sales
    Regions

    Grow

    Retain

    Acquire

    Company

    x
    x
    x
    x

    x
    x
    x
    x

    x
    x
    x
    x

    x
    x
    x
    x

    x
    x
    x
    x

    x
    x
    x
    x

    x
    x
    x
    x

    x
    x

    x
    x

    x
    x

    x
    x

    x
    x

    x
    x

    Affiliates, Channel,
    etc.
    Assoc.

    Mktg Ops

    Sales
    Regions

    Grow

    Retain

    Acquire

    Sales Team

    GTM
    Partners

    GTM
    Partners

    Mktg Ops

    Build Company B2B LI Page

    Build Company B2B Twitter account

    Generate scheduled updates

    Develop discussions based on Persona objectives and obstacles

    Affiliates, Channel,
    etc.
    Assoc.

    Mktg Ops

    GTM
    Partners

    Grow

    May

    June

    July

    August

    Sept

    Oct

    Nov

    Dec

    Jan

    Feb

    March

    April

    May

    June

    July

    August

    Sept

    Oct

    Nov

    Dec

    Jan

    Feb

    March

    April

    May

    June

    July

    August

    Sept

    Oct

    Nov

    Dec

    Retain

    Jan

    Feb

    March

    April

    May

    June

    July

    August

    Sept

    Oct

    Nov

    Dec

    Agencies

    Jan

    Feb

    March

    April

    May

    June

    July

    August

    Sept

    Oct

    Nov

    Dec

    Jan

    Feb

    March

    April

    May

    June

    July

    August

    Sept

    Oct

    Nov

    Dec

    Support
    (internal or
    External)

    Agencies

    Acquire

    Company

    Support
    (internal or
    External)

    Agencies

    x
    x
    x
    x
    x

    X
    X

    Company

    Support
    (internal or
    External)

    Leverage B2B Website for delivery

    Utilize LinkedIn as the vehicle for referrals

    Grow

    April

    Company

    Acquire

    GTM
    Partners

    March

    Sales Team

    Feb

    Acquire

    Sales
    Regions

    Jan

    x
    x

    Develop referral program

    > Generate referrals through Company Partners,


    Affiliates, Channels, Associations, etc.

    Dec

    Sales Team

    Nov

    Retain

    Sales
    Regions

    Affiliates, Channel,
    etc.
    Assoc.
    Comprehensive LinkedIn Acquisition campaign plan

    Oct

    Grow

    GTM
    Partners

    Sept

    Agencies

    Sales Team

    August

    July

    X
    X
    X

    Sales
    Regions

    June

    May

    Mktg Ops

    April

    Support
    (internal or
    External)

    March

    x
    x

    Affiliates, Channel,
    etc.
    Assoc.

    Feb

    Company

    Develop Campaign for New Targets (Quarterly roll-outs to new contacts)

    Jan

    x
    x

    Mktg Ops

    Sales Team

    Agencies

    x
    x

    x
    x
    x
    x

    Launch cross-sell/upsell campaign #2

    > Engage new customer prospects through Social


    Media

    Acquire

    Support
    (internal or
    External)

    Develop Automated Campaign for New Targets (Quarterly roll-outs to new contacts)

    Utilize new creative strategy to shift mental B2B attributes

    Retain

    Affiliates, Channel,
    etc.
    Assoc.

    Launch cross-sell/upsell campaign #1

    > Generate leads from existing ad placements or sponsorships to achieve goals

    Grow

    Support
    (internal or
    External)

    Timing

    Affiliates, Channel,
    etc.
    Assoc.

    > Execute new customer acquisition Campaigns

    Retain

    Affiliates, Channel,
    etc.
    Assoc.

    Mktg Ops

    Sales
    Regions

    Grow

    Retain

    Acquire

    Company

    Support
    (internal or
    External)

    Agencies

    Offer mobile opt-in for communications

    Develop mobile strategy

    > Explore mobile messaging options (and execute programs as appropriate)

    Sales Team

    GTM
    Partners

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