Use this marketing plan presentation template to quickly document a modern marketing plan. Chapters include: aspiration, situation, objectives, strategy, content, technology and budget. Your stakeholders will be impressed with the analysis, design, brevity of your marketing plan.
2. This marketing plan presentation is made up of seven stages. Each stage was designed to facilitate analysis,
planning, and communication of your strategic marketing plan. You will find links to additional Demand Metric
tools & templates, which can be used to:
How to use this template:
Help you better understand and execute each component of a strategic marketing plan
Facilitate deep analysis of your business to support your recommendations
Give you more confidence when presenting to senior-level stakeholders
Leverage the same tools & templates that our consultants use when doing consulting engagements
3. Enter your vision statement here.
If you don’t have a vision statement, use Demand Metric’s Vision Statement Worksheet to create one:
https://www.demandmetric.com/content/vision-statement-worksheet
MARKETING PLAN
Budget
Technology
Content
Strategy
Objectives
Situation
4. MARKETING PLAN
Enter your core values here (see example below):
• Social Accountability
• Candor
• Results-Oriented
• Equal Opportunity
• Transparency
If you don’t have core values, use Demand Metric’s Core Values Worksheet to create one:
https://www.demandmetric.com/content/core-values-worksheet
Budget
Technology
Content
Strategy
Objectives
Situation
5. Statistics
If you don’t have metrics collected, use Demand Metric’s Key Marketing Metrics Dashboard to start tracking them:
https://www.demandmetric.com/content/key-marketing-metrics-dashboard
MARKETING PLAN
Aspiration
Budget
Technology
Content
Strategy
Objectives
6. MARKETING PLAN
Enter your customer analysis here. You may wish to
include information regarding the number of total
accounts, lifetime value, satisfaction, retention rates, etc.
Following are a few Demand Metric tools to help you with customer analysis:
https://www.demandmetric.com/content/customer-engagement-metrics-dashboard
https://www.demandmetric.com/content/customer-profile-template
https://www.demandmetric.com/content/customer-journey-map-template
https://www.demandmetric.com/content/customer-satisfaction-index-calculator
https://www.demandmetric.com/content/customer-lifetime-value-calculator
Aspiration
Budget
Technology
Content
Strategy
Objectives
7. MARKETING PLAN
Analysis Social Technological Economic Political
Trends
Conditions
Implications
Aspiration
Budget
Technology
Content
Strategy
Objectives
8. MARKETING PLAN
Strengths Weaknesses
• Describe your key strengths as a business
including your core capabilities.
• Outline any weaknesses that are currently holding
you back from achieving better results.
Opportunities Threats
• Based on your strengths, outline any new
opportunities that your organization is poised
to take advantage of.
• Document the key risks your organization is currently
facing.
Aspiration
Budget
Technology
Content
Strategy
Objectives
9. MARKETING PLAN
Use Demand Metric’s Competitive Analysis Tool to analyze your competitive position:
https://www.demandmetric.com/content/competitive-analysis-tool
Aspiration
Budget
Technology
Content
Strategy
Objectives
11. MARKETING PLAN
Objective #1 – Generate Enough Leads to Hit Revenue Growth Target
Programs, Initiatives and Actions KPIs and Metrics Target Timeframes
• Enter programs here • Enter KPIs here • Goal timeframes here
Objective #2 – Implement New Marketing Technology Infrastructure
Programs, Initiatives and Actions KPIs and Metrics Target Timeframes
• Enter programs here • Enter KPIs here • Goal timeframes here
Objective #3 – Launch New Product
Programs, Initiatives and Actions KPIs and Metrics Target Timeframes
• Enter programs here • Enter KPIs here • Goal timeframes here
Situation
Aspiration
Budget
Technology
Content
Strategy
12. Use Demand Metric’s Market Segment Analysis Tool to analyze and segment your key markets:
https://www.demandmetric.com/content/market-segmentation-and-analysis-tool
Company Size (Revenue)
Key Market Segments Market Segment Sizes
100M+ Revenue 5-100M Revenue 0-5M Revenue
InternationalMarkets
Canada
North America Corporate
Small Business
Small Business
928,247 small businesses in
USA, Canada & Australia
UnitedStates
North America Corporate
1,420,996 mid-sized and large
corporations in USA & Canada
Australia
Australia Corporate Australia Corporate
79,890 mid-sized and large
corporations in Australia
Objectives
Situation
Aspiration
Budget
Technology
Content
MARKETING PLAN
13. Demographics (who they are)
Annual Revenue $100M - $500M
# Employees 250-1,000
Industry B2B (healthcare, finance, insurance, tech, manufacturing, pharma)
Psychographics (how they think)
Culture Open to new ideas and change, flexible and agile in their approach
Growth Orientation Focused on growth and testing new ideas that produce increased results
Technology Adoption Profile Early adopters of new technologies
Behavioral (how they act)
Engagement Conduct research and consume lots of content from various sources before making decisions
Buying Process Team-based, typically initiated by one department, then moves to a cross-functional team
Environment (their situation)
Technology Landscape Have implemented Salesforce and a marketing automation platform (Pardot, Oracle, Hubspot, etc.)
Geographic Location Based in USA, Canada, UK, ANZ, or Western Europe
Alignment with I/T I/T is supportive but allows for solutions to be tested in departments with minimal oversight
Objectives
Situation
Aspiration
Budget
Technology
Content
MARKETING PLAN
14. Business Buyer Persona
Age 28
Income $45,000/year
Experience 5 years in Marketing
Education University or College Degree in Business
Decision-Making Make decisions quickly
Likes & Dislikes
Like being active and busy, dislike pushy
salespeople and complex software
Media
Read online daily, have far too many email
newsletter subscriptions
Habits & Skills
Excellent project manager and skilled at working
with outside agencies
Research
Typically get information from reading reviews
onilne or talking to peers
Technology
Skills
Uses Microsoft Office but I/T manager makes it
difficult to buy new software
Buying Power Has sign-off authority for under $1,000
Purchasing
Process
Reviews products, discusses with team and
makes purchase with credit card
Technical Buyer Persona
Age 36
Income $75,000 per year
Experience 10 years in Information Technology
Education University Degree in Computer Science
Decision-Making Doesn't like to make decisions quickly
Likes & Dislikes Dislikes end users who violate security policies
Media
Online forums with techies, virtual conferences,
technology analyst reports
Habits & Skills
Very organized and tech savvy, not the best
communicator
Research
Posts questions on forums, reads whitepapers,
contacts reference clients
Technology
Skills
Runs the datacenter and network for the business
Buying Power Can authorize purchases up to $5,000
Purchasing
Process
Identifies trends, researches solutions,
requirements, vendors demos, contracts
Objectives
Situation
Aspiration
Budget
Technology
Content
MARKETING PLAN
15. For: Product is: Ideal for: Better than: Because:
KeyCriteria
Identify ideal market
segment.
Provide concise
description.
Describe best use or
application for
product.
Identify primary
competitor or
competing approach.
Cite differentiation
and other evidence to
back up your claim of
superiority.
OurProduct
Use Demand Metric’s Positioning Statement Worksheet to help you craft your statement:
https://www.demandmetric.com/content/positioning-statement-worksheet
Objectives
Situation
Aspiration
Budget
Technology
Content
MARKETING PLAN
16. Use Demand Metric’s Pricing Strategy Template to determine your approach to pricing:
https://www.demandmetric.com/content/pricing-strategy-template
Economy Penetration
Skimming Premium
Objectives
Situation
Aspiration
Budget
Technology
Content
MARKETING PLAN
17. Use Demand Metric’s Customer Journey Map to document your typical customer journey:
https://www.demandmetric.com/content/customer-journey-map-template
Objectives
Situation
Strategy
Aspiration
Budget
Technology
Content
MARKETING PLAN
18. Use Demand Metric’s Buying Process Stage Template to align your buying/sales process:
https://www.demandmetric.com/content/buying-process-stage-template
Buyer Stage Need Discovery Consideration Decision Advocacy
Description
Identification of problem
or business opportunity
Search for solutions to
problems/opportunities
Assess alternatives and
gather info on solutions
Goal is to purchase the
product/service that
satisfies the need
Did the purchase
accomplish its objectives?
Action
Buyer becomes aware
of a problem or
opportunity
Buyer finds our solution
and competitive solutions
Buyer evaluates solutions
& enters into “trials”
Buyer must make
decision to purchase a
solution
Buyer reviews product or
service and becomes a
product/service enthusiast
Questions
Do I need this? What
are my requirements?
What differentiates you
from your competitors?
Is this solution easy to
use? How long will it
take?
How can I prove a Return
on Investment?
Is the solution providing
value?
Duration 1 Day 30 Days 30 Days 15 Days On-Going
Influencers Thought Leaders, Blogs
Thought leaders, review
sites, customers,
competitors
Customer service,
Marketing
IT, Marketing, Sales
Customers, Internal
departments
Seller Action Provoke Educate Explain Reassure Renew
Content
Build "need" into key
messaging. Write
problem and solution
blog posts.
Infographics
Blog Posts
Viral Videos
Analyst Reports
eBooks
Webinars
Case Studies
Demo Videos
Pricing Sheets
ROI Calculators
Business Cases
Testimonials
Satisfaction Survey
New Releases
Contests
Sales Process Prospecting Qualification Demo Proposal Contract
Objectives
Situation
Strategy
Aspiration
Budget
Technology
Content
MARKETING PLAN
19. Use Demand Metric’s Marketing Calendar Template to build your content calendar:
https://www.demandmetric.com/content/marketing-calendar-template-2017
Objectives
Situation
Strategy
Aspiration
Budget
Technology
Content
MARKETING PLAN
20. ATTRACT ENGAGE CONVERT TRANSACT
CUSTOMER
SUCCESS
Online Advertising
& SEO
Social Media &
PR
Predictive
Analytics
Website, Blog &
Chat
Content & Landing
Pages
Video
A/B Testing, UX
Marketing
Automation
CRM & Data
Enrichment
Sales
Enablement
Webinar/
Screenshare
Proposal/CPQ
Customer Support
Customer
Advocacy
Online Community
Use Demand Metric’s Marketing Technology Research to learn more about technology solutions:
https://www.demandmetric.com/content/technology-research-learn-about-key-marketing-technologies
Objectives
Situation
Strategy
Aspiration
Content
Budget
Technology
MARKETING PLAN
21. Budget
Objectives
Situation
Strategy
Aspiration
Use Demand Metric’s Marketing Budget Template to build your budget:
https://www.demandmetric.com/content/marketing-budget-template
Budget Categories
Total
Budget
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Software $85,000 $15,000 $15,000 $15,000 $15,000 $1,000
Public Relations $35,500 $500 $20,000 $100 $50 $20 $25 $50 $75
Advertising (print) $12,000 $300 $600 $200 $40
Advertising (online) $60,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000
Content Production $36,000 $500 $30,000 $500 $1,500 $1,000 $500
Events $180,000 $20,000 $40,000 $1,000 $500
Agency Fees $240,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000 $20,000
Contact Lists $36,000 $12,000 $2,000 $300
General Admin $15,000 $50 $340 $2,000 $400 $200 $50 $200 $20
Consulting $25,000 $0 $10,000 $5,000 $1,000 $10,000
Totals $724,500 $73,350 $140,340 $49,600 $42,200 $25,550 $26,570 $26,240 $36,025 $25,070 $25,575 $26,500 $20,000
Technology
Content
MARKETING PLAN