Building an executable marketing plan that is tailored to the business is easier said than done. It requires a solid understanding of your target market and their pain areas to develop buyer personas uniquely paired with your priority solution messaging. Some would argue that this foundational piece is the most difficult step of the plan because, without it, you really have no basis to follow the rest.
The good new is, once you have clear direction and the green light about who you’re reaching with what, the rest can fall into place pretty easily.
I’ve developed a marketing planning template that has worked pretty well for my employers and clients at A2B over the years. I’ve provided it below for your marketing pleasure. I hope you find some benefit in it and welcome any feedback or suggestions for improvement in the comments area below.
Goals and Objectives
Strategy and Tactics
Develop buyer personas
Partner with sales and executive leadership to build profiles of key decision makers in target accounts leveraging CRM solution. Research buyer behavior, pain points and potential communication mediums.
Build solution messaging
Partner with product owners and leadership to develop clear and concise messaging for each priority solution area by market segment, geared toward buyer personas. Translate messaging across collateral and paid, earned and owned media channels.
Generate demand and nurture leads
Develop content demonstrating thought leadership in key service areas. Seed content along a logical buyer’s journey leveraging communication mediums and partners (social, email, web, third party publications, analysts, alliances and influencers).
Blog post –> White paper Webinar/ Workshop / Conference –> Leads
Nurture cool leads to a warm status through newsletters and drip campaigns, documenting the process in CRM.
Enable sales to close business
Work with sales to identify and fill gaps in sales materials (battle cards, PPTs, solution sheets, etc.). Develop a closed loop process for communication of new leads, timely and informative handoff and establish a cadence for feedback and reporting outcomes.