© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Objectives
• What am I trying to achieve this month/quarter?
• Which programs do I need to run to achieve my goals?
• Which resources do I need to accomplish my tasks?
• How can I determine which programs worked?
GOALS
TASKS
RESOURCES
EVALUATION
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Strategies
• What has worked in the past? What hasn’t worked?
• What is working now? What isn’t working now?
• Which new methods am I going to try?
PROVEN METHODS
CURRENT METHODS
NEW METHODS
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Marketing Program Planning
Marketing Strategy
1
Acquir
e
Which programs will I run?
Marketing Strategy
2
Engag
e
Which programs will I run?
Marketing Strategy
3
Retai
n
Which programs will I run?
Primary Objective Tactic
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Programs
JAN FEB MAR APR MAY JUN JUL
Events Application Event
Application Event
Application Event
Application Event
Application Event
Application Event
Application Event
3
High-Level Program Planning Template
Emails
Display
PPC
Social
SEO
Add Audience or Persona
Add Audience or Persona
Add Audience or Persona
High-Level Program Initiative
High-Level Program Initiative
High-Level Program Initiative
Product Launches
Ongoing
Buyer Segments
Events(if applicable)
Avera
ge #
of
Progra
ms/
Mont
h
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Yearly Program View by Quarter
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
Acquire
Engage
Retain
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Program Roadmap TacticTacti
c
Acquir
e
Tactic
Tactic
TacticTacti
c
Engag
e
Tactic
Tactic
TacticTacti
c
Retain
Tactic
Tactic
TacticTacti
c
Produ
c
t
Relea
s
es
Tactic
Tactic
TacticTacti
c
Loyalty
(opt
ional
)
Tactic
Tactic
Q1
Q2
Q3
Q4
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Product Launch Program Plan
Emai
l
Tact
ics
Content
Events
Custom
er
Acquis
ition
• Email 1
• Email 2
• Email 3
• Blog Post
• Product Releases
• In-Person Event
• Social
• PPC Campaign
• Direct Mail
• SEO
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
}
Where is the revenue coming from?
# of New Customers
# of Customers in Loyalty Program
# of New Names
# of Repeat Customers
# of Customers Who Are Advocates
# of Website Visits
# of Impressions
Advocates
Loyal Customers
Repeat Customers
New Customers
Program Engagement
Potential Customers
Awareness
Customer Journey Analysis: Program 1
• Total Revenue
• Average RevenuePer Customer
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Campaign DetailsBuyer Journey
Which activities will you run to hit your goals?
What are your goals?
Which activities will you run to hit your goals?
What are your goals?
Which activities will you run to hit your goals?
What are your goals?
Which activities will you
run to hit your goals?
What are your goals?
Which activities will you
run to hit your goals?
What are your goals?
Which activities will you
run to hit your goals?
What are your goals?
Awareness
Acquire
Engagement
Customer
Retention
Loyalty
© 2015 Marketo, Inc. Marketo Proprietary and Confidential
Campaign Evaluation
Programs
CostNew
CustomersRepeat
CustomersRevenue
Program 1
Program 2
Program 3
Program 4
Program 5
Program 6
-What are the top performing programs that I should do again?-What are the worst performing programs that I should not do again?