how to build an actionable marketing plan
TRANSCRIPT
How to Build an
Actionable
Marketing Plan
1. Strategy and initiatives are not based on the business
goal and supporting objectives
2. Lack of prioritization
3. No assigned responsibilities
4. Measurement is not tied to goal
5. No defined budget for each major initiative
4
Goal: 100 users as part of ABC by end of 2016,
ultimately want 1,000 by 2021
Objectives: • Grow business from existing clients
• Use ABC as a door opener to acquire new clients
who are likely to purchase other services
• Elevate brand recognition and differentiate X from
competitors
• Increase ability to get into new geographical markets
Overarching Strategy: Introduce X to Central Ohio
as the ABC partner of choice for small businesses.
Supporting Strategies:
• Build/enhance offline and online materials to
position X as the small business Y.
• Create and push thought leadership that
educates small businesses on the value of Y.
• Formally introduce ABC to the market.
• Continue to raise awareness/visibility of the ABC
solution.
Goal: Increase year/year sales revenue by 20%
Objectives: • Increase gross margin and net income without
increasing expenses
• Continue to focus on optimizing operations
• Enhance ability to attract and retain quality
employees
• Elevate brand recognition
Overarching Strategy: Continue to establish X as the
ABC provider of choice in Columbus
Supporting Strategies:• Continue to build consistent and cohesive brand
• Cultivate relationships with customers and prospects
• Elevate awareness of capabilities locally and
nationally
• Position X as an ideal workplace for employees
12
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Right Audience + Messages + Channels
Audience
Messages
ONLINE
• Webinars
• SEM
• Online ads
• Social
• Blogs
• Digital media
coverage
• Reviews
ASSETS • RESOURCES
OFFLINE
• Advertising
• Media and analyst
coverage
• Direct mail
• Community
• Awards and speaking
• Events
• Internal
communications
• Plan and host at least one client appreciation event
• Implement direct mail/email campaigns (minimum of
three) tied to specific service offerings that leverage
case studies and collateral
‒ E.g., Create and push tip sheet on how to choose a VAS
partner
• Create a calendar for regular client engagement
and stewardship
• Enhance and maintain client database
• Plan and host event with Columbus Chamber
Logistics Council
Strategy #2: Cultivate relationships with
customers and prospects
Initiative Q1 Q2 Q3 Q4
ABC Offering &
Team
Communication
• Crystallize
offering for pilot
launch
• Educate/
communicate with
team
Refine offering based
on pilot and feedback
• Launch offering
• Define launch
timeline/plan
Website &
Collateral
• Website
• Brochure
• ABC presentation
• Refine all collateral
as needed
• Success stories
Media
Relations &
Social Media
• Launch media
efforts
• Post updates on
Bob’s profile
• Continue media
relations
• Update LinkedIn
• Continue posts
• Begin Pulse
• Continue media
relations
• Continue posts and
Pulse contributions
• Continue media
relations
• Continue posts
and Pulse
contributions
Thought
Leadership
(White papers,
speaking,
events,
infographics,
blog, video)
• White paper
• Identify/begin to
pursue speaking
engagements
• Begin to pursue 2
partner referral
events
• Infographic
• LinkedIn 3
training
• Video
• Continue to pursue
speaking
engagements
• Secure events
• Continue to pursue
speaking
engagements
• Secure events
• Continue to
pursue speaking
engagements
• Secure events
Measuring Success
Start with no more than 8 key performance indicators,
including 3 that are directly tied to revenue:
– Marketing originated customer (% new revenue from a
marketing-generated lead)
– Marketing influenced customer
– Total rate of growth
– Sales tool effectiveness
– Messaging effectiveness
– Reputation/share of voice vs. competition
– Sales-ready leads
– Organic search
• Budget what’s most comfortable – start to track
how much it costs to acquire a new customer
• Some industry benchmarks‒ For B2B, marketing budgets as a % of revenue fall
within the 5-6% range
‒ For B2C, marketing budgets as a % of revenue fall
within the 11-13% range
• If you have a focused strategy, you can do a lot
with your budget
Your Budget
