Modern Marketing

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Quick plan template: Instructions to useUse this template for creating marketing plans for your business. The template is designed in 4 parts. The slides are designed such that you can input your business data in few places, thereby reducing the amount of data entry, and enabling quicker plans. Notes in every slide provide slide specific instructions to edit.

EDIT BY MOVING ICONSMany slides in the template are organized with icons. For e.g., you can move the $ icon on a ruler scale to indicate your current revenues.

And simply moving the icons to relevant position indicating your business status or needs, shapes up your marketing plan.

EDIT BY QUANTITY INPUTSSlides that point to specific actions, are organized to input numerical values. For e.g., you can state the number of events you plan to attend in a quarter.

And simply entering the numerical values gives shape to your marketing plan. Maximum effort is taken to keep the data entry low for busy users.

Augentia offers marketing services, automation & templates. Moremarketing templates are available athttp://augentia.com/kctemp.html

This template is free to use, in an as is basis from Augentia LLC. We are not providing any warranty or cover any losses that arise out of using this template.

EDIT THE MAPSFree editable maps used in the template are sourced from this link. You can select a country, double click, and change its color. Users can also download region specific maps from this site.

PHOTOS & ICONSFree photos and icons are used in the template that are sourced from Unsplash, Freeimages, Pixabay & Death to the Stock Photo (license). Template Users are free to use these photos & icons for business purposes, as per the licenses specified in respective free photos & icons sites.

Plan 2017Outline1.

Situation AnalysisWhere are we? 2.

Goals & Strategy3.Marketing ExecutionThe Campaigns & Calendar

4.Performance Analytics

Data driven marketing

Where to reach? And How?

1.Situation Analysis

“If You are in Bad Situation,Don’t worry, it will change.

If You are in Good Situation,Don’t worry, it will change

Highlights of 2016HEADLINEE.g.,Revenueroseby23%

HEADLINESampletext,replaceitwithyourtext

HEADLINESampletext,replaceitwithyourtext

HEADLINESampletext,replaceitwithyourtext

HEADLINESampletext,replaceitwithyourtext

HEADLINESampletext,replaceitwithyourtext

“Where are we?

Year 2016

Revenue

# of _____ Generated

# of Customers

Profit %

$_____ Mn

# _______

# _______

____%

The current state

Geographies Covered

Direct & Partners

Partners only

EDITABLE MAPSFree editable maps used in the template are sourced from this link. You can select a country, double click, and change its color. Users can also download region specific maps from this site.

2016 CampaignPerformance

18Mn

$___Mn

Campaign 1<Offer 1>

$___Mn

$94Mn

Campaign 2<Offer 2>

$__Mn

33Mn

Campaign 3___________

85Mn

$__Mn

Campaign 4___________

BUYER

Segment A <SMB>

Segment B(What worked well?)

2016 Product & ServicesPerformance

18Mn

50Mn

Segment A<SMB>

24Mn

93Mn

Segment B___________

63Mn

85Mn

Product A

Product B

Service A

(What worked well & not so well?)

2.Goals & Strategies

“ If It Doesn’t Challenge You,It Won’t Change You

“Where are we?In 2016

Where to reach?In 2017

Revenue

# of _____ Generated

# of Customers

Profit %

$_____ Mn

# _______

# _______

____%

THE JOURNEY

Opportunity SizeTHE INDUSTRY

1 TRILLIONINDUSTRYGLOBALLY By 2025

YOUR CURRENT MARKET SHARE

YOUR PIE IN

INDUSTRY SPEND

GROWINGCAGR 10%

23.5BN 2016GROWING AT CAGR 5.5

HOW IS THE MARKET GROWTH?

2013 2014 2015 2016

AMERICAS

23 Bn

500MILLION

EMEA

APAC

18Bn

ANALYSIS 2015-16

“We can’t reach

where we want to go by doing the same things as what

we did to reach here!

THE HOW’s

New Products to Market

Want Product Marketing assistance?Contact Augentia

PRODUCTS / SERVICES YEAR 2016

YEAR 2017

Product A: <NAME> ✔ ✔

Product B ✔ ✖

Service A ✔ ✔

Product C ✔

Service B ✔

“

THE <PRODUCT / BRAND NAME> OFFERS

<CATEGORY NAME> THAT DELIVERS

<KEY CUSTOMER BENEFIT>

TO <TARGET AUDIENCE / PERSONA>

UNLIKE <DIFFERENTIATOR> FROM COMPETITORS

NEW PRODUCT

POSITIONING MESSAGINGSTATEMENT

Buyers to Focus

Want to do a Buyer persona research?Contact Augentia

BUYER SEGMENT NAMES YEAR 2016

YEAR 2017

Segment 1: <NAME> ✔ ✔

Segment 2 ✔ ✖

Segment 3 ✔

Segment 4 ✔

ABM: Key Accounts

Want help on Account Based Marketing?Contact Augentia

ACCOUNT NAMES YEAR 2016

YEAR 2017

Account 1: <NAME> ✔ ✔

Account 2 ✔ ✖

Account 3 ✔

Account 4 ✔

Ways to Attract

Want to create a Custom Campaign?Contact Augentia

CAMPAIGN NAMES

YEAR 2016

2016 ROI

YEAR 2017

Campaign 1: <Name> ✔ ___% ✖

Campaign 2 ✔ ___% ✖

Campaign 3 ✔ ___% ✔

Campaign 4 ✔ ___% ✔

Campaign 5 ✔

Campaign 6 ✔

Optimize the Reach

Want to design a Event Kit?Contact Augentia

EVENT NAMES YEAR 2016

YEAR 2017

Event 1: <NAME> ✔ ✖

Event 2 ✔ ✖

Event 3 ✔ ✔

Event 4 ✔ ✔

Event 5 ✔

Event 6 ✔

In the New Year

Leverage Buyer’s Journey

Do you want to Implement or Operate?Contact Augentia

New Geographies: 2017

Direct & Partners

Partners only

New Geography entries

EDITABLE MAPSFree editable maps used in the template are sourced from this link. You can select a country, double click, and change its color. Users can also download region specific maps from this site.

Marketing Strategy 2017

Target newBuyer Segments

Introduce newCampaigns &

Reach out programs

Reach themin new channels,

right events& new geos

Implement orOptimize resources

Marketing automation

25% Increased Revenue

Acquire New AccountsDeepen Existing Accounts

3.Marketing Execution

“ Vision Without Execution Is Delusion

“70% of strategic failures

are due to poor Execution of Leadership!

- Ram Charan

Q1 Q2 Q3 Q4

Campaign1 C2 C3 C4

Event 1 E2 E3 E4

Buyer Segment S2 S3

Resources 01

02 The Plan

Awareness

Lead

Demo

Proposal

Won

04 The PipelineMARKETING EXECUTION CALENDAR

03

Build An Execution Engine

Marketing Team

Geography◎Americas◎Europe◎Middle East & Asia (MEA)◎____________

Function◎Digital Marketing◎Content Marketing◎Social Media Marketing◎________________

Segments / Accounts◎Large Accounts◎Small & Medium Businesses◎Consumers◎__________________

AmericasResponsible for covering the North America and Canada region. • Events & Roadshows• Sales support• Product collaterals

Digital MarketingResponsible for managing the digital and online marketing assets & actions.• Google Ad words & Pay per click• Online banner advertisements• Website optimization

Large AccountsResponsible for _____________________________________________.• Periodic Webcasts• Center of Excellence• _______________________

example example example

1a

Budget Areas Product A

Service A

Account B

Geo 1

Function 1

Segment 2 Total

Year 2016 $______ $_______ $_______ $_______ $_______ $_______ $_______

2016 ROMI* % % % % % % %

Year 2017 $______ $_______ $_______ $_______ $_______ $_______ $_______

*Return on Marketing Investments

Budget AllocationBudget Spend• 9% of revenues

Revenue projections• 25% YOY• Growth 5% > Market

growth %

(whichever is high)

1b

2017 Marketing Calendar

YELLOWPAGESADVT

SOCIALMEDIAENGAGEMENTS

<NAME>PAYPERCLICK&ADWORDS

EMAILNEWSLETTERS

LAUNCH1EVENT3

CAMPAIGNS/PROGRAMS

BuyerSegmentB(Targetaudienceorpersona):<NAME>

BuyerSegmentA(Targetaudienceorpersona)

Quarter1 Quarter2 Quarter3 Quarter4

LAUNCHES&EVENTS

BUYERSEGMENTS

CONTINUOUSACTIVITIES

EVENT4 EVENT5 EVENT6 LAUNCH2 EVENT5

IntegratedCampaign3:<NAME>

Campaign4

Campaign6:<NAME>

BuyerSegmentC(Targetaudienceorpersona)

03

CONTENTPLAN

Theme4:_______

Theme3:_______

Theme2:_______

ContentTheme1 #___ #___#3

assets#___

Campaign3

2017 CampaignTargets

20Mn

50Mn

Campaign 3<Cloud offer>

25Mn

$___Mn

Campaign 4___________

$__Mn

30Mn

Campaign 5___________

$__Mn

60Mn

Campaign 6___________

BUYER

Segment A <SMB>

Segment B

Segment C

100Mn

70Mn

2017 Product & ServicesTargets

30Mn

$__Mn

Segment A<SMB>

$__Mn

100Mn

Geography 1<AMERICAS>

$__Mn

85Mn

Product A Product CService AService B

85Mn

95Mn

2017 Key AccountsABM Targets

3Mn

$__Mn

Account A

$__Mn

10Mn

Account B

$__Mn

18Mn

Product A Product CService AService B

18Mn

19Mn

“THE FUEL FOR YOUR MARKETING CAR

CONTENT PLANCALENDAR & 2017 TARGETS

Q1 Q2 Q3 Q4

Theme1 Theme2 Theme3 Theme4

Asset:eBook(e.g.) Asset:________ Asset:Blog(e.g.) Asset:________

Asset:_<NAME>_ Asset:________ Asset:________ Asset:________

Asset:________ Asset:________ Asset:________ Asset:________

PartnerContent RSSFeeds AffiliatedContent Republishing

Partner: <Name> Paper.li (e.g.) MarketingProf Forbes(e.g.)

CHANNEL1:Social

C2: <NAME>

C3: Email(e.g.)

Topic1:_________

Topic2:_________

Asset:_______

Asset:_______

Asset:_______

Asset:<Name> #__ #__#3 #__

ACTIVITY SCHEDULEQ4

Q3

Q2

Q1

ActivityHeader Date Activity ResponsiblePerson

LeadGoal ActualLead#

RevenueGoal($)

Campaign MM/YY Activity1 Employee1 #_______ #_______ $________

Event Activity 2 Agency 1 #_______ $________

Launch Activity 3 ManagedMarketing 1

NA $________

Events

4.Performance Analytics

“ Not everything that counts can be counted, &

Not everything that can be counted counts

“

Of businesses are measuring leadsgenerated by marketing campaigns80%Of businesses are measuring opportunities generated by marketing campaigns71%Of businesses are measuring revenue generated by marketing campaigns63%

What do we measure?

04

Return on Marketing Investments (ROMI)

second

last

Revenue UpsideCustomer Adds

Competitor Wins<FILL YOUR CRITERIA>

ROMIData Capture Form

Example Dataset below

Return on Marketing Investments (ROMI) DatasetMarketing Activity Investment $ Impact 1 Qty (1)Direct marketing & 1:1 meetingsDirect marketing $1,000 (E.g.,) Key competitor win-back #_____Relationship management $_______ Strategic customer win #_____Traditional marketingPrint Advt $_______ Awareness #_____Press relations (PR) $_______ Awareness #_____Analyst relations (AR) $_______ Awareness #_____Print Advt $_______ Awareness #_____Out-door advt $_______ Touchpoints #_____Customer events $_______ Inquiry/Lead #_____Inhouse branding $_______ Product opportunity #_____Digital marketing & Social mediaDigital-Adwords $_______ Touchpoints #_____Digital-email marketing $_______ Touchpoints #_____Digital-PPC $_______ Touchpoints #_____Digital-SEO $_______ Website traffic #_____Social marketing $_______ Website traffic #_____Channel marketingChannel events $_______ Inquiry/Lead #_____Promotions $_______ Strategic customer win #_____

ROMIComputation Form

Formula-set below

Return on Marketing Investments (ROMI) AnalysisROMI analysis with control group data ROMI calculation

Impact received by MarketingControl Group (A)

Marketing group (B)

Incremental Impact [C]

Value weights (D)

Incremental value [E] ROMI

Awareness # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend

Touchpoints # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend

Web Traffic # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend

Lead # or $ # or $ (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend

Prospect # or $ # or $ (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend

Order/Rev Gen $ $ (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend

Strategic customer win # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend

Key competitor win # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend

Key competitor winback # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend

Customer retention # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend

Product Opportunity # # (B) - (A) # [C] * (D)[E] - Marketing spend / Marketing spend

Do you want an excel template for ROMI? Contact Augentia

1.Assessed where we are?

2.Mapped directions & how?

3.Execution is key

4.Decided on Metrics

Plan to Win

Thank YouYou can find me at:__________@username.comwww._________.com

Any questions?

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