Marketing Automation Plan for Success A Customizable Planning

Marketing
Automation
Plan for Success
A Customizable Planning Template for SMB Marketers


Table of Contents
•

Ownership & Goals

•

Objectives

•

Changes in Strategy

•

Quarterly Campaign Plan

•

Plan for Implementation

•

Marketing Automation Stats

•

Case Study Excerpts


Strategy Planning


Ownership & Goals
Marketing automation point
person: Who in your company will
head up this initiative?

Long-term goals:

Users: Who will have a seat in your
platform?

Short-term goals:

Current pain points: Ex: Low lead
quality; small ratio of leads passed
to sales become closed deals.

KPIs to measure: Ex:
MQLs


Objectives Planning
Goals, campaigns, and channels to start with:

Goals

Campaigns

Channels

Ex: Increase # of marketingqualified 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


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 nonsales-ready leads to a sales-ready state

Strategy 2

Strategy 2

Strategy 3

Strategy 3

Strategy 4

Strategy 4

Strategy 5

Strategy 5


Plan for Execution


Implementation Plan
Implementation Contact:
Kickoff Date:
Goal for Completion:

Lead Scoring
Determine the best
criteria with which to
grade and sort your
leads to ensure quality
lead generation.
Complete By:

Lead Management
Develop lead
management rules
based upon your

organization’s lead
routing process.
Complete By:

Nurturing
Campaigns
Define your first
prospect nurturing
campaign in Pardot to
begin nurturing leads
Complete
By:
immediately.

Landing Pages

Forms

Branding

Create custom landing
pages for your content
to convert visitors into
prospects in Pardot.

Develop forms to help
you capture information
from your prospects to
build prospect profiles in
Pardot.

Work with your project
manager to brand all
Pardot tools and
materials to your
company.

Complete By:

Complete By:

Complete By:


Quarterly Campaign Plan
JANUARY

FEBRUARY

MARCH

Overarching Campaign
Overarching Campaign
Event 1

Event 2

Event 3

Nurturing Campaigns

i
Social Media
Content Efforts
Paid Advertising
Webinars

Event 4


What to Expect


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)


Case Studies
Within 12 months of marketing
automation implementation, Epicom
increased website leads by 63%.
Learn more.

In 6 months, AchieveIt went from 152
qualified leads to 1,405 — an
increase of 824%.
Learn more.

JetReports saw unique visitors to their
website increase by 115%.
Learn more.

RedTail Solutions increased marketing
productivity by 40%, while reducing
the sales cycle by 25%.
Learn more.

Mediacurrent saw a 129% year-overyear growth in content conversions.
Learn more.

Wistia increased the number of free
service trials by 40%.

Learn more.


Thank you.
For more information, visit pardot.com