Marketing Automation Plan for Success A Customizable Planning

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.

Automation

Plan for Success

A Customizable Planning Template for SMB Marketers

• Ownership & Goals

• Objectives

• Changes in Strategy

• Quarterly Campaign Plan

• Plan for Implementation

• Marketing Automation Stats

• Case Study Excerpts

Table of Contents

Strategy Planning

Marketing automation point

person: Who in your company will

head up this initiative?

Users: Who will have a seat in your

platform?

Current pain points: Ex: Low lead

quality; small ratio of leads passed

to sales become closed deals

Ownership & Goals

Long-term goals:

Short-term goals:

KPIs to measure: Ex:

MQLs

Goals Campaigns Channels

Ex: Increase # of

marketing-qualified leads by 20% in Q4

Ex: Run lead nurturing

campaigns targeted toward prospects who have been inactive less than 6 months

Ex: Email

Goals, campaigns, and channels to start with:

Objectives Planning

Old Strategy New Strategy

Ex: Monthly email blast to cold leads Ex: Targeted nurturing tracks to educate non-sales-ready leads to a sales-ready state

Marketing automation can streamline marketing initiatives by making

current strategies more efficient and effective

Changes in 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.

Lead Management

Develop lead management rules based upon your organization’s lead routing process.

Nurturing Campaigns

Define your first prospect nurturing campaign in Pardot to begin nurturing leads immediately.

Landing Pages

Create custom landing

pages for your content

to convert visitors into

prospects in Pardot.

Forms

Develop forms to help you capture information from your prospects to build prospect profiles in

Pardot.

Branding

Work with your project manager to brand all Pardot tools and materials to your company.

Complete By:

Complete By:

Complete By:

Complete By:

Complete By:

Complete By:

FEBRUARY

Overarching Campaign

Overarching Campaign

Nurturing Campaigns

Social Media Content Efforts Paid Advertising Webinars

Quarterly Campaign Plan

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)

Within 12 months of marketing

automation implementation, Epicom

increased website leads by 63%

Learn more

JetReports saw unique visitors to their

website increase by 115%

Learn more

Mediacurrent saw a 129%

year-over-year growth in content conversions

Learn more

Case Studies

In 6 months, AchieveIt went from 152

qualified leads to 1,405 — an

increase of 824%.

Learn more

RedTail Solutions increased marketing

productivity by 40%, while reducing the sales cycle by 25%.

Learn more

Wistia increased the number of free

service trials by 40%

Learn more

Thank you.

For more information, visit pardot.com