5 Steps to write a Data-driven Marketing Plan

“If marketing is data-driven, why

your marketing plans and budgets are thumb rule driven?

Businesses follow these thumb rules in marketing planning & budgeting◎ % increase over past year campaigns & programs◎ Industry norm to invest 9% of revenue on marketing

For a world of data-driven marketing, an outline of

5 steps to write a Data-driven Marketing Plan

Step 1.Assemble Data

Internal Data (Past year trends)

External Data(Industry trends & share)

Revenue growth Industry performance

Campaign performance

Category growthLaunch success/failuresPriority product performanceBuyer persona / segment wins

Social sentiment analysis

Key competitor Win: Lose Your market-share

Marketing metricsMarketing metric trendsSales / product team

metrics

“

Internal Audience◎Align with their priorities◎Get them to signoff the plan◎Collaborate effectively

A lot has been written on marketing story telling, for external audience. Your internal stakeholders are critical audience too!

Step 2.Tell your story Align

Step 3.Make your Choices

Campaign Names

Year2015

2015 ROI

Year

2016

Campaign 1 ✔ ___% ✖

Campaign 2 ✔ ___% ✖

Campaign 3 ✔ ___% ✔

Campaign 4 ✔ ___% ✔

Campaign 5 (new) ✔

Campaign 6 (new) ✔

Which campaigns to continue, the products to focus on, the must-attend events, the most lucrative buyer persona, and the new channels to be present

80% 71%

63%Of businesses are

measuring leads generated by

marketing campaigns

Of businesses are measuring opportunities generated by marketing campaigns

Of businesses are measuring revenue generated by campaigns

Step 4.What do we measure?

Step 5.Pick a Template

A simple Google search+ shows

◎231,000 results for a ‘Marketing plan template’.◎Wherein searching for ‘data-driven marketing

plan template’ shows only 4 links

Hence, presenting a free template here for our fellow marketers, and business people

“Let us adopt data-driven marketing

plans to enable data-driven marketing, and

Let go of thumb rules!

5 Steps to write a Data-driven Marketing Plan

Download Template here