5 tips to nail your 2016 marketing plan

@brightfunnel | www.brightfunnel.com/blog/

5 Tips to Nail Your 2016 Marketing PlanHOSTED BYNadim Hossain and Damon Waldron

https://twitter.com/brightfunnel

http://www.brightfunnel.com/blog/

@brightfunnel | www.brightfunnel.com/blog/@brightfunnel · #attribution | 2

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Today’s Speakers

NadimHossain

@nadimhossain

DamonWaldron

@damon_waldron




“A goal without a plan is just a wish.”

- Antoine de Saint-Exupéry




“Everyone has a plan until they get punched in the mouth.”

- Mike Tyson




Setting The Stage




Marketing planning goals

• Alignment with broader business goals• Show marketing impact• Show analytical rigor/data-driven decision

making




Planning challenges

Understanding of what’sworked and what hasn’t

Getting an accurate representation of

campaign performance

Outside preconceptions about channels

Data/ops challenges




Do Your Homework




1. Get an accurate view of campaign performance

Evaluate channels for efficiency (pipe to spend, CPL) as well as volume





But take into account other factors like velocity of campaign groups





Also look beyond single-touch attribution for views of both top and mid-funnel marketing impact




2. Overcome operational challenges

• Make sure leads & contacts are part of campaigns

• Add accurate cost data for campaigns

• Verify campaign membership structure and what’s considered a success




3. Align plan with overall company goals

• Start with company-wide monthly revenue targets

• Use historical conversion data to calculate leads needed to hit targets

• Work bottom up taking into account efficiency of channels and capacity




3. Align plan with overall company goals

But take into account time-shifting




Deploy




4. Map out your calendar

• Take into account “lumpy” channels like live events

• Then layer in channels by efficiency and capacity




5. Show your work

Walk through the math to justify your budget… or fight for more.




BrightFunnel

To learn more about how to do all of this, check out www.brightfunnel.com

Or email Damon directly: [email protected]




Questions?

