Brainrider has been getting requests for our marketing communications planning template so we decided to share it. This template is designed to work for demand generation programs and campaigns. And check out a free downloadable Excel version at http://www.brainrider.com/resource/2013-b2b-marketing-plan-template/. And of course we love your comments and shares. Cheers The BrainRider Team. "sharing what we know is what we do"

1. B2B Marketing Communications Plan
(Template)
Click Here To Download An Easy To Use Excel Version

2. Questions To Guide Your Click Here To Download An
Easy To Use Excel Version
Planning Process
• What are your objectives?
– What are you currently doing?
– What is working/not working? &
Why?
– Where are the gaps?
• What are your reporting?
– Business results
– Marketing results
– Marketing diagnostics
2

3. Click Here To Download An
Prioritize Your Objectives Easy To Use Excel Version
How many…
Generating VISITORS  Find you & your expertise
Awareness
&
Acquiring New PROSPECTS
 Identify themselves &
Prospects give permission for contact
Nurturing ACTIVE
PROSPECTS  Are increasing their engagement
Prospects
Qualifying  Meet qualified lead criteria
Sales MQL/SAL
Readiness  Signal readiness to buy
3

4. Define Your Target Click Here To Download An
Easy To Use Excel Version
Audiences
Target/Audiences Description
Company Profile
(Firmagraphics)
Primary: Secondary:
Roles
Needs & Pains
4

5. Map Current Programs Click Here To Download An
Easy To Use Excel Version
by Objective
GENERATE & ACQUIRE NURTURE QUALIFY
AWARENESS PROSPECTS PROSPECTS SALES READINESS
ACTIVE
VISITORS PROSPECTS MQL/SAL
PROSPECTS
5

6. Identify & Fill Click Here To Download An
Easy To Use Excel Version
Program Gaps
GENERATE & ACQUIRE NURTURE QUALIFY
AWARENESS PROSPECTS PROSPECTS SALES READINESS
 Inbound  Extending the burst  Contact us
 Resource publishing & SEO  Auto-responder  Sales Readiness Offers
 Blogging  Education program  Product webinar
 Featured Downloads  Drip program  Assessment
 Featured Content  Activating a burst  Consultation
 Subscribers  Timed reactivation  Demo
 Events  E-newsletters  Trial
 Tradeshows  List reactivation  Pricing
 E-quote
 Partner  Events  ROI calculator
 Webinars  Nurturing Webinars  RFP/RFQ Guide
 Social  Roadshows  Product comparison
 Social publishing  Meet & greet  Business case
 Social sharing  Case-study
 Influencer marketing
 Product Webinars
 Partner co-marketing
 Content syndication
 Paid
 PPC
 E-Blasts
 Referral/affiliate
 Content sponsorship
6

7. Build Your Activity Click Here To Download An
Easy To Use Excel Version
Calendar
Marketing Program Calendar
Period: JAN 2013-DEC 2013
January February March
Program
1 2 3 4 5 6 7 8 9 10 11 12 13
Generate Awareness & Acquire Prospects
Paid:
AdWords PPC
LinkedIn PPC
Vertical Publication PPC
3rd Party E-Blast
Referral/affiliate
Content sponsorship
Acquisition Events:
Tradeshow #1
Tradeshow #2
Partner event #1
Acquisition Webinar #1
Acquisition Webinar #2
Social Publishing & Sharing:
Partner co-marketing
LinkedIn
7

8. Measure & Report Click Here To Download An
Easy To Use Excel Version
Performance
Objectives Sample Metrics
Business Objectives: Sales
• # of new customers touched by marketing/new
Determining Business revenue, cost per new customer
Priorities & Marketing Opportunities
Budgets • # of opportunities touched by marketing/revenue
forecast, cost per opportunity
Marketing Qualified Leads
• # of MQL/SAL, cost per MQL/SAL
Marketing Objectives: Qualifying Sales Readiness
• # of MQL/SAL, cost per MQL/SAL by program
Determining Program Nurturing Prospects
Priorities & Budget • # of active prospects by program
Generating Awareness & Acquiring Prospects
Allocation • # of visitors, cost per visitor by program
• # of prospects, cost per prospect by program
• Nurturing Emails
Marketing Diagnostics: • Prospects touched
Optimizing Individual Tactics • Click-through rate
• Unsubscribe rate

9. For More Information
Click Here To Download An Easy To Use Excel Version
Get free resources at brainrider.info
For tips read our blog.brainrider.com
Follow us at twitter.com/brainrider
Visit us on linkedin.com/company/brainrider
9