Program Plan For

B2B Marketers
Customizable PowerPoint Template
Overall Marketing Planning
 Objectives
GOALS • What am I trying to achieve this month/quarter?

TASKS • Which programs do I need to run to achieve my goals?

RESOURCES • Which resources do I need to accomplish my tasks?

EVALUATION • How can I determine which programs worked?

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 Strategies

PROVEN METHODS • What has worked in the past? What hasn’t worked?

CURRENT METHODS • What is working now? What isn’t working now?

NEW METHODS • Which new methods am I going to try?

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Marketing Program Planning
 Marketing Program Planning
Primary Objective Tactic

Which programs will I run?

Marketing Strategy

Which programs will I run?

Marketing Strategy

Which programs will I run?

Marketing Strategy

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 High-Level Program Planning Template
X Programs JAN FEB MAR APR MAY JUN JUL
X Webinars
X Live Events
X Paid Programs

High-Level Program Initiative

Arcs & High-Level Program Initiative
Pillars
High-Level Program Initiative

Application Application Application Application Application Application Application

Events
Events Event Event Event Event Event Event Event

Add Audience or Persona

Audience &
3 Audience or Persona
Add
Segments
Add Audience or Persona

Nurturing & DB Emails

Ongoing Paid Programs

PPC
Webinars
Social

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 Yearly Program View by Quarter
Q1 Q2 Q3 Q4
Quarter

Program 1 Program 1 Program 1 Program 1

Attract Program 2 Program 2 Program 2 Program 2
Program 3 Program 3 Program 3 Program 3
Engage Program 4 Program 4 Program 4 Program 4
Program 5 Program 5 Program 5 Program 5
Close Program 6 Program 6 Program 6 Program 6

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 Program Roadmap Tactic
Tactic
Tactic Tactic
Tactic Tactic
Tactic Tactic
Tactic Tactic
Tactic Tactic
Tactic Tactic
Tactic Tactic
Tactic Tactic
Tactic Q4
Tactic Q3
Q2
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Q1
 Product Launch Program Plan

• Email 1 • Ebook • Webinar 1 • Social

• Email 2 • Cheat Sheet • Webinar 2 • PPC Campaign
• Email 3 • Datasheet • In-Person • Paid Email
Event Campaign
• Blog Post
• Direct Mail
• Product
Releases • Sales Call-Down
• SEO

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 Funnel Analysis: Program 1 (Webinar Example)
Where are there opportunities?
Program Launch Date:
Goals:
List Size:
Current List for Program Send
Roughly X% Register ~X Number
Webinar Dates: Webinar Sign-Ups

X% Attend — X Number Webinar Attend

X% Register for Demo — X Number Webinar Follow-Up Includes Offer for Demo

X% Fit the Right Profile — X Number Attend

X% Fit the Right Profile – X Number Good Leads

Of those who attend the demo, X% become opportunities – X number Opportunities

Win X% – X Wins WON

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 Campaign Details The Marketing-Sales Funnel
What are your goals?

Awareness
Which activities will you run to hit your goals?

What are your goals?

Known Names
Which activities will you run to hit your goals?

What are your goals?

Qualified Names
Which activities will you run to hit your goals?

What are your goals?

Opportunities
Which activities will you run to hit your goals?

What are your goals?

WINS
Which activities will you run to hit your goals?

© 2015 Marketo, Inc. Marketo Proprietary and Confidential

 Campaign Evaluation
New Qualified
Cost New Names Names
Opportunities Revenue
Programs

Program 1
Program 2
Program 3
Program 4
Program 5
Program 6

-What are the top performing programs that I should do again?

-What are the worst performing programs that I should not do again?

© 2015 Marketo, Inc. Marketo Proprietary and Confidential

Content Initiative Planning
 Content Planning
Theme 1 Theme 2 Theme 3 Theme 4

Ebook Ebook Ebook Ebook

Infographic Infographic Infographic Infographic
Slide Deck Slide Deck Slide Deck Slide Deck
Blog Post Blog Post Blog Post Blog Post

ONGOING INITIATIVE

ONGOING INITIATIVE

ONGOING INITIATIVE

Q1 Q2 Q3 Q4
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 Content Program Drill-Down Per Quarter
Messaging Product Trend Partner/
Educational
Arc Launches Related Thought Leader
Quarter

Quarter1 Asset 1 Asset 1 Asset 1 Asset 1 Asset 1

Quarter2 Asset 2 Asset 2 Asset 2 Asset 2 Asset 2
Quarter3 Asset 3 Asset 3 Asset 3 Asset 3 Asset 3
Quarter4 Asset 4 Asset 4 Asset 4 Asset 4 Asset 4

Slide
Ebooks
Per Month Decks
Per Quarter
Infographics Videos
Per Month Per Quarter

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Event Planning
 Yearly Events Calendar
Event Date Activity Lead Goal Actual Lead #
Quarter

Quarter 1 Event A Date A Activity A Goal A Lead A

Quarter 2 Event B Date B Activity B Goal B Lead B

Quarter 3 Event C Date C Activity C Goal C Lead C

Quarter 4 Event D Date D Activity D Goal D Lead D

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 Yearly Webinar Calendar
Webinar Registration Actual
Date Speaker
Name Goal Registration
Quarter

Quarter 1 Webinar A Date A Speaker A Goal A Registration A

Quarter 2 Webinar B Date B Speaker B Goal B Registration B

Quarter 3 Webinar C Date C Speaker C Goal C Registration C

Quarter 4 Webinar D Date D Speaker D Goal D Registration D

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The End