Program Plan For

B2B Marketers
Customizable PowerPoint Template

Overall Marketing Planning

Objectives
GOALS

What am I trying to achieve this month/quarter?

TASKS

Which programs do I need to run to achieve my goals?

RESOURCES

Which resources do I need to accomplish my tasks?

EVALUATION

How can I determine which programs worked?

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Strategies
PROVEN METHODS

What has worked in the past? What hasnt worked?

CURRENT METHODS

What is working now? What isnt working now?

NEW METHODS

Which new methods am I going to try?

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Marketing Program Planning

Marketing Program Planning

Primary Objective

1 ct
a
tr
t
A

Tactic

Which programs will I run?

Marketing Strategy
Which programs will I run?

2 ge
ga
n
E

Marketing Strategy
Which programs will I run?

se
o
Cl

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Marketing Strategy

High-Level Program Planning Template

e/
ag h
r
e t
Av on
M

JAN

FEB

MAR

APR

MAY

JUN

JUL

Application
Event

Application
Event

X Programs
X Webinars
X Live Events
X Paid Programs

High-Level Program Initiative

Arcs &
Pillars
Events
Events

High-Level Program Initiative

High-Level Program Initiative

Application
Event

Audience &
Segments

Application
Event

Application
Event

Application
Event

Add Audience or Persona

Add
3 Audience or Persona
Add Audience or Persona
Nurturing & DB Emails

Ongoing

Paid Programs
PPC
Webinars
Social

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Application
Event

Yearly Program View by Quarter

Q1

Q2

Q3

Q4

Program 1

Program 1

Program 1

Program 1

Program 2

Program 2

Program 2

Program 2

Program 3

Program 3

Program 3

Program 3

Program 4

Program 4

Program 4

Program 4

Program 5

Program 5

Program 5

Program 5

Program 6

Program 6

Program 6

Program 6

Quarter

Attract
Engage
Close

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Program Roadmap

Tactic
Tactic
Tactic

ct
ra
t
At
e
ag
g
En

o
Cl

se

Tactic

Tactic
Tactic

Tactic

Tactic
Tactic

Tactic
Tactic

Tactic
Tactic

Tactic

t
uc s
d
e
o
Pr leas
Re

Tactic

y
alt al)
y
Lo ption

Tactic

Q1

Tactic
Tactic

Tactic

(o

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Tactic

Q2

Q3

Q4

Product Launch Program Plan

Em

ai

s
ti c
c
a
lT

n
Co

nt
te

s
nt
e
Ev

ad on
Le rati s
ne ctic
e
G Ta

Email 1

Ebook

Webinar 1

Social

Email 2

Cheat Sheet

Webinar 2

PPC Campaign

Email 3

Datasheet

In-Person
Event

Paid Email
Campaign

Blog Post
Product
Releases

Direct Mail
Sales Call-Down
SEO

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Funnel Analysis: Program 1

(Webinar Example)

Where are there opportunities?

Le s)

Current List for Program Send

#
(X ad

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Opportunities
(X
%)

Of those who attend the demo, X% become opportunities X number

Good Leads
(X
%)

X% Fit the Right Profile X Number

Win X% X Wins

Attend
(X
%)

X% Fit the Right Profile X Number

Webinar Follow-Up Includes Offer for Demo

(X
%)

X% Register for Demo X Number

Webinar Attend
(X
%)

X% Attend X Number

Webinar Sign-Ups
(X
%)

Roughly X% Register ~X Number

Webinar Dates:

(X
%)

Program Launch Date:

Goals:
List Size:

WON

Campaign Details

The Marketing-Sales Funnel

What are your goals?

Awareness

Which activities will you run to hit your goals?

What are your goals?

Known Names

Which activities will you run to hit your goals?

What are your goals?

Qualified Names

Which activities will you run to hit your goals?

What are your goals?

Opportunities

Which activities will you run to hit your goals?

What are your goals?

WINS
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Which activities will you run to hit your goals?

Campaign Evaluation
Cost

New Names

New Qualified
Names

Opportunities

Programs
Program 1
Program 2
Program 3
Program 4
Program 5

-What
Program
are the
6 top performing programs that I should do again?
-What are the worst performing programs that I should not do again?

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Revenue

Content Initiative Planning

Content Planning
Theme 1

Theme 2

Theme 3

Theme 4

Ebook

Ebook

Ebook

Ebook

Infographic

Infographic

Infographic

Infographic

Slide Deck

Slide Deck

Slide Deck

Slide Deck

Blog Post

Blog Post

Blog Post

Blog Post

Q3

Q4

ONGOING INITIATIVE
ONGOING INITIATIVE
ONGOING INITIATIVE

Q1
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Q2

Content Program Drill-Down Per Quarter

Messaging
Arc

Product
Launches

Trend
Related

Partner/
Thought Leader

Educational

Quarter1

Asset 1

Asset 1

Asset 1

Asset 1

Asset 1

Quarter2

Asset 2

Asset 2

Asset 2

Asset 2

Asset 2

Quarter3

Asset 3

Asset 3

Asset 3

Asset 3

Asset 3

Quarter4

Asset 4

Asset 4

Asset 4

Asset 4

Asset 4

Quarter

AL
O
G

Slide
Decks

Ebooks
Per Month

Infographics
Per Month

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Per Quarter

Videos
Per Quarter

Event Planning

Yearly Events Calendar

Event

Date

Activity

Lead Goal

Actual Lead #

Quarter 1

Event A

Date A

Activity A

Goal A

Lead A

Quarter 2

Event B

Date B

Activity B

Goal B

Lead B

Quarter 3

Event C

Date C

Activity C

Goal C

Lead C

Quarter 4

Event D

Date D

Activity D

Goal D

Lead D

Quarter

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Yearly Webinar Calendar

Webinar
Name

Date

Speaker

Registration
Goal

Actual
Registration

Quarter 1

Webinar A

Date A

Speaker A

Goal A

Registration A

Quarter 2

Webinar B

Date B

Speaker B

Goal B

Registration B

Quarter 3

Webinar C

Date C

Speaker C

Goal C

Registration C

Quarter

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The End