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2013 B2B marketing plan template (free to download)
1. 2013 B2B Lead Generation Plan
Template
Click to download a working version
2. Template Notes
This template is designed to help you plan better lead
generation programs for 2013 by helping you:
• Prioritize your marketing objectives
• Identify gaps in your current programs mix
• Consider new programs to include in your plan
• Outline your programs plan on a blocking chart
Please contact us if you have any questions, want help
walking through the planning process or want to share any
comments
2
Click to download a working version
4. List Current Programs By Objective
4
PROSPECTS MQL/SALVISITORS
ACTIVE
PROSPECTS
NURTURE
PROSPECTS
QUALIFY
SALES READINESS
ATTRACT & ACQUIRE
PROSPECTS
Click to download a working version
5. Programs Pick-List
5
NURTURE
PROSPECTS
QUALIFY
SALES READINESS
ATTRACT & ACQUIRE
PROSPECTS
Inbound
Resource publishing
Blogging
SEO
Gated content
Progressive forms
Tiered opt-in
Social
Social publishing
Social listening
Paid
PPC
E-Blasts
Content sponsorship
Other
Nurturing active
prospects
Auto-responders
Thank-you content
Nurturing cold
prospects
First visit follow-up
Newsletters
Other
Contact us
Sales Readiness Offers
Pricing
Quote
Trial
Needs assessment
Free consultation
Demo
ROI Tool
RFP/RFQ Guide
Events
Product Webinars
Click to download a working version
6. Offers: Target What Customers Want To Know
6
If your
customer
is asking:
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
They
want:
Education
& Thought
Leadership
Solutions &
Product Suitability
Credentials &
Decision Support
What to
share
with
them:
• Trends
• Benchmarks
• Analyst coverage
• 101 Education
• How to guides
• How other people
are solving this?
• What is the solution &
how does it work?
• Solution comparisons
• Pitfall analysis
• Readiness & suitability
assessments
• How do I choose a
vendor?
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• How to buy
• Working with us
Click to download a working version
7. 7
Marketing Program Calendar
Period: JAN 2013-DEC 2013
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41
Generate Awareness & Acquire Prospects
Paid:
AdWords PPC
LinkedIn PPC
Vertical Publication PPC
3rd Party E-Blast
Referral/affiliate
Content sponsorship
Acquisition Events:
Tradeshow #1
Tradeshow #2
Partner event #1
Acquisition Webinar #1
Acquisition Webinar #2
Network
Partner co-marketing
LinkedIn
Twitter
Google+
Slideshare
YouTube
Content syndication
Discussion forums
Blog on blog
Inbound:
Resource publishing & SEO optimization
Blog
Featured Resources
Gated content
Nurture Prospect Activity
Extending the burst
Content merchandizing
Education program
Drip program
Activating a burst
Timed reactivation: first visit follow-up
Content updates
Newsletters
List reactivation & hygiene
Nurturing Events
Webinar #1
Roadshow
Tradeshows & events
Qualifying Sales Readiness
Sales Qualification Offers
Contact Me
Demos
Recorded Demo
Live Demo Request
Product Webinar
MQL Pages: Pricing, etc
OctoberAugustMarchFebruaryJanuary June JulyProgram SeptemberApril May
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Notes de l'éditeur
BANT is SQL/Sales Activity
Current + additionalUsepicklistvs objectives
(5min)No matter what business stage potential customers are at (i.e. acquire customers, build loyalty, or service customers), they will still be looking for content in different decision stages. Use a concrete example on how a customer asks these questions to get them through the buyer decision cycle.
