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PowerPoint Presentation Marketing Automation Plan for Success A Customizable Planning Template for SMB Marketers Ownership Goals Objectives Changes in Strategy Quarterly Campaign Plan Plan for Imple.
Marketing Automation Plan for Success A Customizable Planning Template for SMB Marketers Table of Contents • Ownership & Goals • Objectives • Changes in Strategy • Quarterly Campaign Plan • Plan for Implementation • Marketing Automation Stats • Case Study Excerpts Strategy Planning Ownership & Goals Marketing automation point person: Who in your company will head up this initiative? Long-term goals: Users: Who will have a seat in your platform? Short-term goals: Current pain points: Ex: Low lead quality; small ratio of leads passed to sales become closed deals KPIs to measure: Ex: MQLs Objectives Planning Goals, campaigns, and channels to start with: Goals Campaigns Channels Ex: Increase # of marketingqualified leads by 20% in Q4 Ex: Run lead nurturing campaigns targeted toward prospects who have been inactive less than months Ex: Email Goal Campaign Channel Goal Campaign Channel Goal Campaign Channel Goal Campaign Channel Changes in Strategy Marketing automation can streamline marketing initiatives by making current strategies more efficient and effective Old Strategy New Strategy Ex: Monthly email blast to cold leads Ex: Targeted nurturing tracks to educate nonsales-ready leads to a sales-ready state Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Plan for Execution Implementation Plan Implementation Contact: Kickoff Date: Goal for Completion: Lead Scoring Determine the best criteria with which to grade and sort your leads to ensure quality lead generation Complete By: Lead Management Develop lead management rules based upon your organization’s lead routing process Complete By: Nurturing Campaigns Define your first prospect nurturing campaign in Pardot to begin nurturing leads Complete By: immediately Landing Pages Forms Branding Create custom landing pages for your content to convert visitors into prospects in Pardot Develop forms to help you capture information from your prospects to build prospect profiles in Pardot Work with your project manager to brand all Pardot tools and materials to your company Complete By: Complete By: Complete By: Quarterly Campaign Plan JANUARY FEBRUARY MARCH Overarching Campaign Overarching Campaign Event Event Event Nurturing Campaigns i Social Media Content Efforts Paid Advertising Webinars Event What to Expect Quick Stats Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads (DemandGen Report) Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate (CSO Insights) Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost (Forrester Research) Nurtured leads make 47% larger purchases than non-nurtured leads (The Annuitas Group) Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months (Gartner Research) Case Studies Within 12 months of marketing automation implementation, Epicom increased website leads by 63% Learn more In months, AchieveIt went from 152 qualified leads to 1,405 — an increase of 824% Learn more JetReports saw unique visitors to their website increase by 115% Learn more RedTail Solutions increased marketing productivity by 40%, while reducing the sales cycle by 25% Learn more Mediacurrent saw a 129% year-overyear growth in content conversions Learn more Wistia increased the number of free service trials by 40% Learn more Thank you For more information, visit pardot.com ...Table of Contents • Ownership & Goals • Objectives • Changes in Strategy • Quarterly Campaign Plan • Plan for Implementation • Marketing Automation Stats • Case Study Excerpts Strategy Planning. .. Campaign Channel Goal Campaign Channel Goal Campaign Channel Changes in Strategy Marketing automation can streamline marketing initiatives by making current strategies more efficient and effective... Quarterly Campaign Plan JANUARY FEBRUARY MARCH Overarching Campaign Overarching Campaign Event Event Event Nurturing Campaigns i Social Media Content Efforts Paid Advertising Webinars Event What