1.
MARKETING AUTOMATION
PLAN FOR SUCCESS
A Customizable Planning Template for SMB Marketers

2.
TABLE OF CONTENTS
• Ownership & Goals
• Objectives
• Changes in Strategy
• Quarterly Campaign Plan
• Plan for Implementation
• Marketing Automation Stats
• Case Study Excerpts

3.
STRATEGY PLANNING

4.
OWNERSHIP & GOALS
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.
Long-term goals:
Short-term goals:
KPIs to measure: Ex: MQLs

5.
OBJECTIVES PLANNING
Goals, campaigns, and channels to start with:
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
Goal 2 Campaign 2 Channel 2
Goal 3 Campaign 3 Channel 3
Goal 4 Campaign 4 Channel 4
Goal 5 Campaign 5 Channel 5

6.
CHANGES IN STRATEGY
Marketing automation can streamline marketing initiatives by making current
strategies more efficient and effective.
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
Strategy 2 Strategy 2
Strategy 3 Strategy 3
Strategy 4 Strategy 4
Strategy 5 Strategy 5

7.
PLAN FOR EXECUTION

8.
IMPLEMENTATION PLAN
Implementation contact:
Kickoff date:
Goal for completion:
Complete by: __________ Complete by: __________ Complete by: __________
Complete by: __________ Complete by: __________ Complete by: __________

9.
QUARTERLY CAMPAIGN PLAN
JANUARY FEBRUARY
MARCH
Overarching
Campaign
Overarching
Campaign
Event
1
Event
2
Event
3
Event
4
Nurturing
Campaigns
Social
Media
Content
Efforts
Paid
Adver<sing
Webinars

10.
WHAT TO EXPECT

11.
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)

12.
CASE STUDIES
• Within 12 months of implementing marketing automation, 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 convertions. Learn more.
• In 6 months, AchieveIt went from 152 qualified leads to 1,405 — an increase of 824%.
Learn more.
• RedTail Solutions increased marketing team productivity by 40%, while reducing the
sales cycle by 25%. Learn more.
• Wistia increased the number of free service trials by 40%. Learn more.

13.
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