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Campaign planning templates

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Template directory

Inside, you’ll find these templates:

Campaign vitals—campaign planning (high-level)
Campaign content—content planning
Content assessment—content planning (ensuring balanced mix)
Campaign strategy—campaign planning (actionable)
Campaign performance measurement—campaign KPIs
Product launch at a glance—campaign planning

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How to use these templates

Turn your great ideas into an actionable plan.

These templates can help you put some structure around your ideas. Use them to:

Communicate your plans to senior management and sales teams
Understand your marketing workload for the coming quarters
Ensure you have enough content to support your campaigns
Help track your results

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Campaign vitals

Use this template to define campaigns for a product or service.

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	Campaign #1	Campaign #2	Campaign #3
Campaign Title	Enter Title Here	Market Better in 2020	Title #3
High-Level Messaging	Describe the messages you want this �campaign to communicate.	Adopting best marketing practices and new technologies in 2020 will help businesses �grow and win.
Topics (maps to content planning worksheet, see slide #5)	Which topics will this campaign cover?	Plan for Success, Replace Spreadsheets with Marketing Automation, Do More with Your Marketing Automation Platform
Products / Solutions / Offers	Which products, solutions, and offers will �this campaign promote?	Marketo Engage
Buyer Need / Pain Point	Which buyer pain points will this �campaign address?	Improve marketing performance, run more campaigns without adding headcount
Target Personas	Which personas will this campaign target?	Marketing managers at B2B enterprises �(”Sue” and “Dave”)
Target Industries	Which industries will this campaign target?	Finance, manufacturing, technology
Goals and KPIs (expected # of leads, etc.)	How many leads will this campaign generate? What other benchmarks will it meet?	150 new names at target accounts

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Campaign content

Use this template to flesh out topics and content modules for each campaign.

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Topic	Description	Suggested Content
Topic	Description	Stage 1: Discover	Stage 2: Explore	Stage 3: Evaluate
Topic title	1- to 2-sentence description of the story your content will tell.	List the content you will create for the first step in the customer journey.	List the content you will create �for the second step in the customer journey.	List the content you will create �for the third step in the customer journey.
Replace Spreadsheets with Marketing Automation	Tracking campaigns with spreadsheets is time-consuming, costly, and error-prone. Switching to marketing automation can save time and money while improving results.	5 Ways Spreadsheets Are Bad �for Your Marketing Program, �blog post (1,000 words) How Tracking Campaigns with Spreadsheets Is Costing You Money, eBook (4 pages)	How to Choose a Marketing Automation Platform, eBook �(8 pages) Are You Ready for Marketing Automation?, quiz (5 questions)	Spreadsheets vs. Marketing Engage: A Point-by-Point Comparison, checklist (2 pages) What Happened When Acme Switched to Marketo Engage, �case study (4 pages)

Campaign Title: Campaign #1

These are stages in the customer journey. �Adjust as needed. (delete this note)

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Content assessment

Use this template to ensure you’re planning a “balanced diet” �of content to address the full spectrum of prospects’ needs.

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	Quarter 1	Quarter 2	Quarter 3
Messaging Arc	Why Marketing Needs AI, video Are You Ready for AI?, quiz 5 Ways Revenue Attribution Can Improve �Results, blog post (800 words) 5 Ways Spreadsheets Are Bad for Your �Marketing Program, blog post (1,000 words)
Product Launches
Trend Related
Partner / �Thought Leader
Educational

REMINDER: Refreshing existing assets is a quick and cost-effective way to populate your content calendar.

KEY: Campaign #1 Campaign #2 Campaign #3 * / * / * Refresh of existing content

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Campaign strategy

Use this template to map our your campaign strategies for the next quarter.

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	Month 1	Month 2	Month 3
Events	AI in Marketing Summit CFO Conference	MarCom Stars Conference	MarTech Alliance Conference
Email	AI nurture sequence 0% financing offer sequence	AI nurture sequence (continued) Marketing attribution ROI sequence 0% financing offer sequence (continued)	Marketing attribution ROI sequence (continued)
Direct Mail
Social Media
SEO
Pay-Per-Click
Content Syndication
Webinars

KEY: Campaign #1 Campaign #2 Campaign #3

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Campaign performance

Use this template to summarize your campaign’s performance.

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Activity	Costs	Leads	MQLs	SQLs	Opportunity	Closed
Content syndication (How to Choose a Marketing Automation Platform eBook), February 2020	$35,000	50	33	15	8	5 �(value = $375,000)
Activity 2
Activity 3
Activity 4
Activity 5
Activity 6

KEY: Campaign #1 Campaign #2 Campaign #3

Adjust according to your customer lifecycle

(delete this note)

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Product launch at a glance

Use this template to quickly communicate your product launch plan.

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Email Tactics	Content	Events	Lead Generation Tactics
Welcome email	eBook	Webinar 1	Social
Nurture series	Cheat sheet	Webinar 2	PPC campaign
Deal acceleration email	Datasheet	In-person event	Paid email campaign
	Blog post	In-person event 1	Direct mail
	Product releases		Sales call-down
	eBook		SEO

Product: Product #1

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Product launch at a glance

Use this template to quickly communicate your product launch plan.

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Email Tactics	Content	Events	Lead Generation Tactics
Welcome email Nurture series Deal acceleration email	eBook Cheat sheet Datasheet Blog post Product releases eBook	Webinar 1 Webinar 2 In-person event In-person event 1	Social PPC campaign Paid email campaign Direct mail Sales call-down SEO

Product: Product #1

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Need more?

You can find more planning resources on our website.

eBook: Improve Your Cross-Channel Marketing Strategy�https://www.marketo.com/ebooks/time-to-change-channels-and-your-cross-channel-strategy/
Webinar: Make Your Cross-Channel Marketing Dollars Go Further�https://www.marketo.com/webinars/changing-channels-how-the-right-cross-channel-mix-makes-every-marketing-dollar-go-further/
Webinar: Building a Content Strategy�https://www.marketo.com/webinars/building-a-content-strategy-setting-the-foundation-for-high-velocity-content-production/

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Thank you

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