5 steps to write a data driven marketing plan
TRANSCRIPT
5 Steps to write a Data-driven Marketing Plan
“If marketing is data-driven, why
your marketing plans and budgets are thumb rule driven?
Businesses follow these thumb rules in marketing planning & budgeting◎ % increase over past year campaigns & programs◎ Industry norm to invest 9% of revenue on marketing
For a world of data-driven marketing, an outline of
5 steps to write a Data-driven Marketing Plan
Step 1.Assemble Data
Internal Data (Past year trends)
External Data(Industry trends & share)
Revenue growth Industry performance
Campaign performance
Category growthLaunch success/failuresPriority product performanceBuyer persona / segment wins
Social sentiment analysis
Key competitor Win: Lose Your market-share
Marketing metricsMarketing metric trendsSales / product team
metrics
“
Internal Audience◎Align with their priorities◎Get them to signoff the plan◎Collaborate effectively
A lot has been written on marketing story telling, for external audience. Your internal stakeholders are critical audience too!
Step 2.Tell your story Align
Step 3.Make your Choices
Campaign Names
Year2015
2015 ROI
Year
2016
Campaign 1 ✔ ___% ✖
Campaign 2 ✔ ___% ✖
Campaign 3 ✔ ___% ✔
Campaign 4 ✔ ___% ✔
Campaign 5 (new) ✔
Campaign 6 (new) ✔
Which campaigns to continue, the products to focus on, the must-attend events, the most lucrative buyer persona, and the new channels to be present
80% 71%
63%Of businesses are
measuring leads generated by
marketing campaigns
Of businesses are measuring opportunities generated by marketing campaigns
Of businesses are measuring revenue generated by campaigns
Step 4.What do we measure?
Step 5.Pick a Template
A simple Google search+ shows
◎231,000 results for a ‘Marketing plan template’.◎Wherein searching for ‘data-driven marketing
plan template’ shows only 4 links
Hence, presenting a free template here for our fellow marketers, and business people
“Let us adopt data-driven marketing
plans to enable data-driven marketing, and
Let go of thumb rules!
5 Steps to write a Data-driven Marketing Plan
Download Template here