A marketing plan helps leaders clearly visualize marketing strategies across channels, so they can ensure every campaign drives pipeline and revenue. In this article you’ll learn eight steps to create a winning marketing plan that brings business-critical goals to life, with examples from word-class teams.
Marketing is a key revenue driver for every business, with three in four CMOs using revenue growth to measure success. It strengthens your bottom line by building brand awareness, bringing in new customers, and ensuring your existing buyers stick around. But while marketing is critical, it’s also complex—involving strategies across different channels like email, social media, ads, web content, and more. Leaders need a way to visualize and organize all this work, so they can ensure every strategy drives pipeline and revenue.
In other words—they need a well-crafted marketing plan.
Learn how to create the right marketing plan to hit your revenue targets in 2024. Hear best practices from marketing experts, including how to confidently set and hit business goals, socialize marketing plans, and move faster with clearer resourcing.
How do you build the right marketing plan to hit your revenue goals? Follow these eight steps for success:
First you need to define each specific component of your plan to ensure stakeholders are aligned on goals, deliverables, resources, and more. Ironing out these details early on ensures your plan supports the right business objectives, and that you have sufficient resources and time to get the job done.
Get started by asking yourself the following questions:
For example, imagine you’re creating an annual marketing plan to improve customer adoption and retention in the next fiscal year. Here’s how you could go through the questions above to ensure you’re ready to move forward with your plan:
What resources do I need?
I will need support from the content team, web team, and email team to create targeted content for existing customers. One person on each team will need to be dedicated full-time to this initiative. To achieve this, the marketing team will need an additional $100K in budget and one new headcount.
What is the vision?
To create a positive experience for existing customers, address new customer needs, and encourage them to upgrade. We’ll do this by serving them how-to content, new feature updates, information about deals and pricing, and troubleshooting guides.
What is the value?
According to the Sales Benchmark Index (SBI), CEOs and go-to-market leaders report that more than 60% of their net-new revenue will come from existing customers in 2023. By retaining and building on the customers we have, we can maintain revenue growth over time.
What is the goal?
To decrease the customer churn rate from 30% to 10%, and increase upgrades from 20% to 30% in the next fiscal year.
Who is my audience?
All existing customers.
What are my channels?
The main channel will be email. Supporting marketing channels include the website, blog, YouTube, and social media.
What is the timeline?
The first half of the next fiscal year.
One of the most important things to do as you create your marketing strategy is to identify your target audience. As with all marketing, you need to know who you’re marketing to. If you’re having a hard time determining who exactly your target audience is, try the bullseye targeting framework. The bullseye makes it easy for you to determine who your target audience is by industry, geography, company size, psychographics, demographics, and more.
Now it’s time to define what key marketing metrics you’ll use to measure success. Your key metrics will help you measure and track the performance of your marketing activities. They’ll also help you understand how your efforts tie back to larger business goals.
Once you establish key metrics, use a goal-setting framework—like objectives and key results (OKRs) or SMART goals—to fully flush out your marketing objectives. This ensures your targets are as specific as possible, with no ambiguity about what should be accomplished by when.
Example: If a goal of your marketing plan is to increase email subscriptions and you follow the SMART goal framework (ensuring your objective is specific, measurable, achievable, realistic, and time-bound) your goal might look like this: Increase email subscription rate from 10% to 20% in H1.
It’s easy to get caught up in your company’s world, but there’s a lot of value in understanding your competitors. Knowing how they market themselves will help you find opportunities to make your company stand out and capture more market share.
Make sure you’re not duplicating your competitors’ efforts. If you discover a competitor has already executed your idea, then it might be time to go back to the drawing board and brainstorm new ways to differentiate yourself. By looking at your competitors, you might be surprised at the type of inspiration and opportunities you’ll find.
To stay ahead of market trends, conduct a SWOT analysis for your marketing plan. A SWOT analysis helps you improve your plan by identifying strengths, weaknesses, opportunities, and threats.
Example: If your competitor launches a social media campaign identical to what you had planned, go back to the drawing board and see how you can build off their campaign. Ask yourself: How can we differentiate our campaign while still getting our message across? What are the weaknesses of their campaign that we can capitalize on? What angles did they not approach?
Here’s where the fun comes in. Let’s dive into the different components that go into building a successful marketing plan. You’ll want to make sure your marketing plan includes multiple supporting activities that all add up into a powerful marketing machine. Some marketing plan components include:
Knowing where your consumer base spends the most time is significant for nailing this step. You need to have a solid understanding of your target audience before integrating your marketing efforts.
Example: If your target audience is executives that spend a lot of time on LinkedIn, focus your social media strategy around placing branded content on LinkedIn.
Forty-nine percent of marketers say visual images are hugely important to their content strategy. In other words, a clear brand and creative strategy is an essential component to every marketing plan. As you craft your own creative strategy, here are some tips to keep in mind:
Example: If your brand is fun and approachable, make sure that shows in your creative efforts. Create designs and CTAs that spark joy, offer entertainment, and alleviate the pressure in choosing a partner.
Turn your plan into action by making goals, deliverables, and timelines clear for every stakeholder—so teams stay accountable for getting work done. The best way to do this is by centralizing all the details of your marketing plan in one platform, so teams can access the information they need and connect campaign work back to company goals.
With the right work management tool, you can:
With everything housed in one spot, you can easily visualize the status of your entire marketing plan and keep work on track. Building an effective marketing plan is one thing, but how you operationalize it can be your secret to standout marketing.
Example: If your strategy focuses on increasing page views, connect all campaign work to an overarching OKR—like “we will double page views as measured by the amount of organic traffic on our blog.” By making that goal visible to all stakeholders, you help teams prioritize the right work.
With Asana, marketing teams can connect work, standardize processes, and automate workflows—all in one place.
Nearly three in four CMOs use revenue growth to measure success, so it’s no surprise that measuring performance is necessary. You established your key metrics in step two, and now it’s time to track and report on them in step eight.
Periodically measure your marketing efforts to find areas of improvement so you can optimize in real-time. There are always lessons to be learned when looking at data. You can discover trends, detect which marketing initiatives performed well, and course-correct what isn’t performing well. And when your plan is complete, you can apply these learnings to your next initiative for improved results.
Example: Say you discover that long-form content is consistently bringing in 400% more page views than short-form content. As a result, you’ll want to focus on producing more long-form content in your next marketing plan.
The best brands in the world bring their marketing plans to life every day. If you’re looking for inspiration, check out these examples from successful marketing teams.
When the Autodesk team launched Redshift, it was initially a small business blog. The editorial team executed a successful marketing plan to expand it into a premier owned-media site, making it a destination for stories and videos about the future of making.
The team scaled content production to support seven additional languages. By standardizing their content production workflow and centralizing all content conversations in one place, the editorial team now publishes 2X more content monthly. Read the case study to learn more about how Autodesk runs a well-oiled content machine. Trinny London perfects new customer acquisition
In consumer industries, social media is crucial for building a community of people who feel an affinity with the brand—and Trinny London is no exception. As such, it was imperative that Trinny London’s ad spend was targeted to the correct audience. Using a work management tool, Trinny London was able to nail the process of creating, testing, and implementing ads on multiple social channels.
With the help of a centralized tool, Trinny London improved its ad spend and drove more likes and subscriptions on its YouTube page. Read the case study to learn more about how Trinny London capitalized on paid advertising and social media.
A great marketing plan promotes clarity and accountability across teams—so every stakeholder knows what they’re responsible for, by when. Reading this article is the first step to achieving better team alignment, so you can ensure every marketing campaign contributes to your company’s bottom line.
Learn how to create the right marketing plan to hit your revenue targets in 2024. Hear best practices from marketing experts, including how to confidently set and hit business goals, socialize marketing plans, and move faster with clearer resourcing.
Once you’ve created your marketing strategy and are ready to operationalize your marketing plan, get started with one of our marketing templates.
Our marketing templates can help you manage and track every aspect of your marketing plan, from creative requests to approval workflows. Centralize your entire marketing plan in one place, customize the roadmap, assign tasks, and build a timeline or calendar.
Once you’ve operationalized your entire marketing plan with one of our templates, share it with your stakeholders so everyone can work together in the same tool. Your entire team will feel connected to the marketing plan, know what to prioritize, and see how their work contributes to your project objectives. Choose the best marketing template for your team:
A marketing plan is a detailed roadmap that outlines the different strategies your team will use to achieve organizational objectives. Rather than focusing solely on the end goal, a marketing plan maps every step you need to reach your destination—whether that’s driving pipeline for sales, nurturing your existing customer base, or something in-between.
As a marketing leader, you know there’s never a shortage of great campaign and project ideas. A marketing plan gives you a framework to effectively prioritize work that aligns to overarching business goals—and then get that work done. Some elements of marketing plans include:
The purpose of a marketing plan is to grow your company’s consumer base and strengthen your brand, while aligning with your organization’s mission and vision. The plan should analyze the competitive landscape and industry trends, offer actionable insights to help you gain a competitive advantage, and document each step of your strategy—so you can see how your campaigns work together to drive overarching business goals.
A marketing plan contains many marketing strategies across different channels. In that way, marketing strategies contribute to your overall marketing plan, working together to reach your company’s overarching business goals.
For example, imagine you’re about to launch a new software product and the goal of your marketing plan is to drive downloads. Your marketing plan could include marketing strategies like creating top-of-funnel blog content and launching a social media campaign.
Depending on what you’re trying to accomplish, what your timeline is, or which facet of marketing you’re driving, you’ll need to create a different type of marketing plan. Some different types of marketing plans include, but aren’t limited to:
