You are on page 1of 26

TABLE OF CONTENTS

Introduction pg. 3

Annual Inbound Marketing Plan: The Overview

Marketing Plan: Checklists & Questionnaires

Types of Inbound Marketing Campaigns pg. 20

Conclusion

pg. 6

pg. 9

pg. 24

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

INTRODUCTION
Introduction
The most productive agency-client relationships are true partnerships. Your client hired
your agency for its expertise. They want your active guidance. Do you have a plan for
providing it to them?
The easiest and most effective way to create that partnership is to lead your clients through
creating an annual inbound marketing plan. Outlining the years inbound marketing plan gets
you both on the same page as to the expectations for the year -- what types of campaigns
will be run, what the campaign goals are, what messages will be emphasized.
When you start the year working from a marketing plan, you and the client can build a natural
progression of increased activity that follows logically from the marketing activity that came
before. And you and the client are able to apply lessons learned in the plans early stages
to better execute more sophisticated and effective marketing campaigns scheduled for
later in the year.
By planning the years campaigns, you help them (and your agency) secure the budget they
need for the year to fund the marketing campaigns. Having an annual planning session
creates the opportunity for you to expand the client relationship -- whether by moving a
project-based client to a retainer contract or upselling to a higher retainer.
In any case, when you guide their inbound marketing blueprint for the year, you place your
agency smack dab in the center of their internal marketing spend discussion. A well-defined
annual marketing plan may even help them make their case to their internal powers-that-be
for the budget -- not a bad place to be.
Equally as important as the potential for growing the value of the client relationship,
suggesting and leading an annual planning process is a hallmark of a professional, credible
organization. The act of conducting the process increases the confidence your clients have
in your agencys expertise and competency. They feel your presence as a true partner that
is invested in their marketing.

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

Planning Doesnt Have to Be Scary


The word planning often lands with the same thud as lets have a meeting. The purpose
of an annual inbound marketing plan isnt to chart out each and every detail of every step
you and your client will take for the next year.
The plans purpose is to set marketing on the right course to achieve the results needed to
make your clients business goals a reality. The complexity of any specific clients marketing
plan should reflect the clients market and current level of marketing sophistication.
This is why the planned, phased approach will be so effective. You dont need to jump into
every kind of campaign at once. Instead, each step in the plan builds off the last, giving
you and your client time to evaluate the results and learn whats working (and whats not).
This helps you implement increasingly more effective campaigns later in the year with
confidence.
A must-follow tip: Front-load the plan with quick wins -- campaigns that are central to
delivering results and show off your agencys expertise. Youll gain real traction for your
agency and the entire years plan.
And really, once you do a clients first annual plan, each subsequent years planning will go
much easier.

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

How to Use this Ebook


In the first section, youll get a high level overview of each section that should be in a
clients inbound marketing plan.
After that, weve provided a series of questions and checklists for you to work through
with your clients. Each one is designed to tease out the critical and relevant information
you and your client need to put together a meaningful plan. Finally, weve outlined some
suggestions of campaigns, based on common marketing goals, that ramp up over the year.
Keep in mind, these question lists and campaign outline suggestions are just that -suggestions. Revise and refine the questions during the plans investigation stage that
make sense for each specific client based on their unique needs and goals. Use the sample
campaign outlines to spark your own ideas for campaigns, content, and messages.
Planning really isnt scary. And it makes moving forward much more fun than taking an ad
hoc approach, when campaigns never seem to connect or build off past efforts, leaving
your client to wonder whether theyre really achieving their marketing goals and question
what value youre providing.

Jami Oetting

@jamioetting

Editor, HubSpots Agency Post

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

Annual Inbound Marketing Plan:


The Overview
Your annual plan has six sections:
1. Review of previous years performance
2. Assessment of competitive landscape
3. Re-assessment of internal assumptions
4. List of major business goals
5. List of major marketing goals
6. Outline of major marketing campaigns planned
Heres a quick description of whats in each section and why it matters.

Review of Past Years Performance


Last years performance provides your most basic benchmark. Taking a hard look
backwards will identify what was working and what didnt.
For current clients, you should have most of this reporting already done through your
monthly and quarterly campaign performance reports. (If you arent providing those,
check out this ebook why you need them and how to create them.)
For new clients, an assessment of last years performance is particularly valuable to clarify
why this client went looking for a new agency. Besides what the metrics say, why did they
feel dissatisfied enough to make a change?

Competitive Analysis
Conducting a competitive analysis isnt about copying what the other guys are doing.
Who knows if what theyre doing is working for them?
Even so, its instructive to look closely at theyre doing and what theyre not doing.
Indeed, this is where you might be able to uncover some opportunities to differentiate
your client from their competitors.

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

Revisit Internal Assumptions


With so much to consider, its easy to let some marketing assumptions go unchallenged.
One of our mantras here at HubSpot is constantly testing, analyzing, and refining based
on whats learned. This includes challenging even the most fundamental assumptions of a
marketing approach.
In this section, you and your client will talk to a variety of stakeholders to learn whats
happening on the ground outside of the marketing bubble.

Major Business Goals


Sometimes we get so in the weeds on whether a specific marketing campaign is inspiring
likes or shares, we lose sight of the forest. Rest assured that the C-suite and sales
department dont lose sight of their goals -- and they arent retweets and impressions.
Sitting down with the key stakeholders at your clients company, outside of the marketing
team, to document the broader business goals ensures you recommend campaigns
designed to meet those business goals.
If the key business goal of the year was to increase the conversion percentage of free
users to premium users, how impressed will the rest of the company be that you ran a
successful marketing campaign that expanded the free user base, but resulted in no
trickle-up of increased paid users?

Major Marketing Goals


So it should be clear now that the last three sections of your annual inbound marketing
plan flow from each previous section. You cant outline the major marketing goals without
first having outlined the major business goals. Once you have a list of major marketing
goals that align with the clients business goals, then you can move to the practical stage
of outlining the major marketing campaigns for the year intended to meet those goals.
Every marketing goal should tie directly back to a stated business goal. If it doesnt, you
and your client need to re-assess what the purpose of that marketing goal is and whether
it will divert needed resources away from achieving business goals. (The answer is
probably yes.)

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

Major Marketing Campaigns


Just as each marketing goal should have a clear line back to a documented business
goal so should each marketing campaign have its own clear line back to a marketing
goal. Taking this formal approach keeps everyones focus on achieving things that matter
to the business.
In this section of the clients annual plan, youll create a matrix outlining each key
campaign, the business and marketing goals it supports, what content is needed, and
how youre defining success for this campaign.
This is the section where you and your client lay out the phases for each campaign to
build on the work of the previous one. So the premium piece of content developed in the
first quarter has its distribution tested by the second quarter and is ready to be configured
into a variety of repurposed content to be distributed even more effectively in campaigns
scheduled for later quarters.
This section is your year-long action plan with this client: a logical, business goal-oriented
document arming your client in their battle with the C-suite for the appropriate marketing
budget -- budget that will fund your agencys work over the next year. Not bad having that
sort of predictability to meet your agencys own business goals.

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

Marketing Plan: Checklists &


Questionnaires
Weve created a questionnaire and/or checklist for each section of the inbound marketing
plan. These are questions for you to ask your client and for your client to ask its own
internal departments.
As noted earlier, these questionnaires are guidelines. Modify them as needed to make
the most sense for any given client.

Past Performance
Step through this checklist to gather the information you want to analyze:
1. List all campaigns from the past year. If you have a high number of campaigns, you
dont need to add them all (though its great if you can). In this case, make sure you
include:
Your best performing campaigns
Your worst performing campaigns
Any campaigns where you tried something new
Your highest hope campaigns -- the ones you really had high expectations for
and consumed a large amount of budget
If, after selecting your campaigns to include, you notice that theres a persona not
represented, select one campaign for the missing persona (and consider why none
of those campaigns fit into any of the categories above)
2. Identify the key hypothesis points for each -- what were the intentions of the
campaign? Were the goals met? If not, why not?
3. Collect the post-mortem metrics -- only include the most relevant result metrics in your
worksheet based on the stated purpose of the campaign
4. Determine your takeaways for the future

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

A past performance worksheet may look something like this:


Campaign #1

PURPOSE

Generate 100 SQL in 3 months

PERSONA

Helen HR Manager

MESSAGE

Making recruiting easy and effective

CONTENT

Gated ebook on how to write job ads


that attract millennials, with a CTA on
how to automate posting jobs ads to
multiple high-quality job boards

RESULTS

Campaign #2

Campaign #3

87 SQL generated in 3 months


27% converted to customers within 3
months of collection
42% conversion increase from last lead
gen campaign

PROVEN ROI

Yes = $ / MQL, SQL, customer


revenue generated: X

DOES CLIENT
CONSIDER IT
A SUCCESS?

Sales: generated high quality leads

KEY
TAKEAWAY

Had active daily social media promotion/ engagement plan for ebook
across Twitter, Linkedin, and Quora

MODEL FOR
FUTURE
CAMPAIGN?

C-suite: documented ROI

Yes

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

10

After youve completed the worksheet, review it as an entire body of work.


What trends or commonalities can you identify?
What types of campaign or content are routinely generating success or not?
If so, what major contributing factors can you pull out?

Competitive Analysis
A review of the competitive landscape includes looking at what your competitors are and
are not doing, as well as larger trends within your industry.
When reviewing your competitors, youll want to look at them strategically and tactically.
Strategic Questions:
Who are they targeting? Can you reverse engineer any of their personas? How do they

differ from yours?


What are their key messages? What needs, pains, or aspirations are they hitting? Which
ones are they ignoring that may be on your list? Are they clearly prioritizing one key
message (or its related persona) above their others?
Did they make any sudden shifts in their marketing recently? An entirely new message
or creative treatment unlike their previous?
What campaigns did they end? Was it a long-running campaign or was it new and
short-lived?
Have they begun or ended any new partnerships -- either in terms of marketing or
business? Is the partner predictable or does it indicate a new direction?
What changes did they make to their product or services mix? What about pricing?
How about distribution channels?

Tactical Questions:
How much content, and what kinds, are they producing? Anything new from their more

typical offerings? For example, have they just started offering webinars and reduced the
number of ebooks they produce?
What topics are they talking about? Which are gaining traction? On which platforms?
What is the quality of their content? What level of engagement is it inspiring? These
answers may differ for different types of content.
How much of their content is their own? Or are they reprinting or otherwise piggybacking on someone elses content?
Where do they rank, especially in comparison to your client, in search results for different
keywords?
What social media profiles do they have? Whats the size of their communities on the

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

11

different channels? Whats the level of their engagement? What are they talking about?
Again, pay attention to how these answers differ for different social media profiles, even
within the same site. For example, do they have some key employee Twitter accounts
that have better traction than the company Twitter account? Why?
Did they join or drop out of any new social media channels in the past year?
What is the blogging frequency? Do they run more than one blog? If so, how have they
segmented their blogs?
Have they introduced any new tactics in the distribution of their content? For example,
have they increased or decreased how much content is gated? Have they started
running PPC ads for their content, where before they only ran them for their product or
brand?
How sophisticated are they in marketing technology? What marketing tools are they
using?

How to Gather This Information


This is a lot of information to process, especially if youre in a highly competitive market. First,
pick the competitors to review deliberately. Who are the clear leaders? Whos struggling
(they may be cautionary tales)? Who does your client consider to be their most direct
competitors? Are there any new players or outliers in terms of taking an approach outside
the established market?
Some of these questions can only be answered by good ol legwork (or eye work), such
as assessing the quality of their content or identifying changes in activity. Fear not, there is
also a strong array of tools you can use to help you gather competitive intelligence.
HubSpot users can add up to 10 competitors in the HubSpot Competitors tool. It will
monitor the most important online KPI for you. Use other site tools to determine keywords,
topics, content types, and publishing frequency for competitors websites (e.g. SEOMoz,
WordTracker, SEMRush, Buzzsumo, etc.).
There are also social media monitoring and listening tools you can use to quantify the size
and engagement level of their content and communities, as well as their buzz factor.
(Mention, Talkwalker, Meltwater, Followerwonk, Tailwind, Buzzsumo, and Moz are all great
tools.)
Insider tip: With inbound marketing, youre competing for attention. Take a closer look at
who else is getting your personas attention and how, even if theyre not your competitor, in
terms of what youre selling. This may spark some creativity in finding a less trafficked path
to your target markets notice.

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

12

When youve completed your competitive review, have a brainstorm session with the client
to make some joint conclusions about what this analysis reveals and what lessons should
be incorporated into next years marketing efforts. [Of course, your agency team will already
have had an internal meeting on this same topic, and developed your own conclusions,
before you meet with the client.]

Revisiting Internal Assumptions


There are three separate aspects to revisiting marketing assumptions:
Talking to the market
Talking to sales
Revising buyer personas

Talking to the Market


The best way to know what a target market is thinking is to ask them. Survey current and
past customers and active and stale prospects. There are numerous survey tools available
to use that make it easy. Here are some survey best practices to follow:
Create a separate survey for each group. They are each in very different places.
Keep surveys short to improve participation.
Dont overemphasize quantitative questions. Asking open-ended qualitative questions

will elicit commentary and feedback you cant yet imagine, which is exactly the goal
here! Youll also gain more insight on the way people talk about their challenges and
your solutions, which you should use in content crafting.
These arent customer satisfaction surveys. The purpose is to get them to reveal how,
when, and why theyre making the decision to buy or not.
You can also use HubSpots lead intelligence tool to see what kinds of content current
contacts in your database are engaging with and where.
Talking to Sales
Hopefully, the Marketing team at your client already has an active, open communication
relationship with Sales. But not always, we know...
So preparing the annual marketing plan is good a time to reconnect with Sales. Some of
the questions you want to ask them are:

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

13

What are the changes in the types of questions theyre hearing from prospects? New

issues or concerns coming up? Certain other issues or concerns no longer as common?
What content topics or formats (e.g., tool, intro webinar, or readiness calculator) are
they missing that would help move the sales process forward? These could be for
external or internal use.
What information would be useful to have about a prospect that they dont already get
from marketing?
How well informed are prospects about the clients product/service when they get
passed to Sales? Are there common misperceptions or gaps that Sales has to work
hard to correct?
Insider tip: Ask a lot of these questions of your customer support team as well. Theyre an
often-overlooked goldmine of current and past customer intelligence.
Revising Buyer Personas
Using all these stakeholder feedback, you and your client re-assess whether your current
buyer personas are still accurate. Pull in what youve learned from your past performance
review and competitor landscape analysis.
Have there been changes in what your market identifies as their main pain points or



obstacles?
Are they talking about their needs or interests differently than in the past?
How has their buyer journey or decision-making criteria changed?
Have their content consumption habits changed? Has a new social media platform
become popular? Has one declined in its reach?
Is your current primary persona still accurate, or has a new persona taken over the
primary spot? Have any new sub-markets appeared that deserve their own persona?

Major Business Goals


Management sets the big picture goals, so its critical to know their priority. Is it most
important to them to increase ...





Brand awareness
Quality leads
Lead conversion (nurturing)
New customers
Customer retention
Revenue

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

14

Keep in the mind the priority may be different for sub-brands or products/services. Your
client should also provide a list of key business initiatives planned for the year. This can
include:
Rollouts of new product or service (or major revision or expansion)
Entering a new market or prioritizing a market segment

Sales Team Goals


We cheated a bit adding revenue to the priority list -- as if increasing revenue isnt a
perennial priority. Your clients sales team will certainly be judged on this metric. So get
Sales to share their pipeline goals as well.
How many sales qualified leads (SQLs) do they need each month to meet their revenue

goals? How many marketing qualified leads (MQLs) are needed to generate them?
Do they have the resources in place to quickly engage these leads?
Is lowering the cost of acquisition a priority? Do they want to shorten the sales cycle?
Are they happy with the quality of the leads getting passed to them or do they think
there needs to be a review of how marketing is lead scoring?
Marketing and Sales enjoy the greatest mutual success when they establish a service level
agreement (SLA) that address these issues (plus many more). If one exists at your client,
use it as your starting point and to see where it might need adjustment. Check out this
article on creating an effective SLA to guide this discussion, or even encourage your client
to create an SLA if theyre not using one.
Insiders tip: Be sure, at minimum, that youve got agreement between Sales and Marketing
on the definition of an SQL verus an MQL.

Major Marketing Goals


Now that you know the key business and sales goals, you can list marketing goals that
support these objectives. Specifically, what marketing metrics indicate success for a stated
business goal?

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

15

This handy chart lists some of the most relevant marketing metrics that relate back to
different business goals.

BUSINESS GOAL

COMMON, RELEVANT MARKETING METRICS

BRAND AWARENESS

Traffic, Impressions, Shares, Reach, Community (Followers),


Visits, Downloads, Mentions, Media Coverage

LEAD GENERATION

Average # Generated on Daily, Weekly, Monthly Basis, ClickThrough Rate, Conversion Rate

LEAD NURTURING

Number of Follow-Up Touches/Engagement, Percentage to


Sales, Time to Sales, Close Rate

CUSTOMER
RETENTION

Retention Rate, Lifetime Value, Customer Acquisition Cost,


Percentage of Revenue from Current Customers, Churn Rate

CUSTOMER
ACQUISITION

Average Lead Close Rate, Customer Acquisition Cost, Time to


Customer, Average Sale Value

REVENUE

Raw Monthly and Quarterly Numbers, Revenue Fluctuations

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

16

Using Metrics Well


Identifying what metrics define success for a business goal is only the first step of listing
marketing goals. You also need to define what numbers on those metrics qualify as success.
To do this:
Identify your baseline for the metric. You cant measure improvement and effect

of a campaign unless you know what the state was before the campaign rolled out.

Use the SMART goal framework: specific, measurable, attainable, relevant, and timely.
Set expected and stretch targets: Your expected targets are just that -- the numbers you

expect to hit. If these numbers arent met, the campaign has failed. Your stretch targets
are those that are realistic, but challenging. The value in tracking both expected and
stretch targets is to push the evolution of stretch targets into the expected category.
As you and your client move through each phase of the annual marketing plan, you
should use the lessons learned to push up expectations on what each subsequent
campaign can achieve.

List of Major Marketing Campaigns


You dont need to plan each detail of every campaign for the year as part of this process, but
you do want to brainstorm and commit to the big picture. If circumstances and experience
require a change down the road, thats fine. Youll have the framework set so changes can
be smartly implemented.
Weve created two worksheets that will ensure you get the most the critical points into your
annual plan:
Marketing Campaigns by Business Goals
Marketing Campaigns by Quarter

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

17

Marketing Campaigns by Business Goals


Use this worksheet to document your marketing SMART goals for every campaign aligned
with an identified business goal. You may have more than one market goal for a business
goal, especially for the higher priority business goals and/or business goals that apply to
multiple personas.
Remember to identify the persona targeted for each campaign. In our example row below,
we could easily add another lead generation campaign for a second persona.
Last, when setting the timelines for your SMART goals, be sure to consider how long your
ramp up period to meet those goals should be and what period of time is part of the
calculation.

BUSINESS GOAL
BY PERSONA

BASELINE
METRICS

Lead generation:

Most signups dont


self-identify company
size

Increase signups by
SMBs
(Sally SMB Owner)

CAMPAIGNS
SMB-centric
premium content
offer promotion &
distribution

22% of free version


signups that selfidentify do so as
SMBs

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

SMART GOALS &


STRETCH GOALS
Averaging 50 (55) selfidentified SMB signups
per month by end of Q2
33% (40%) of all
free version signups
self-identify as SMBs
(measured quarterly, by
end of Q1)

18

Marketing Campaigns by Quarter


On this worksheet, take every campaign listed on your Marketing Campaigns by Business
Goals worksheet and add the relevant execution details for each phase of the campaign.
Youll notice in our sample campaign, were ramping up the sophistication of the campaign
each quarter.

CAMPAIGN
BY BUSINESS
GOAL
SMB premium offer
(lead generation)

Q1

Content
deliverables:
SMB Recruitment
Benchmark
Report [ebook]
Landing page
A/B testing
creative and
headline
variations
Promotion:
signup form on
blog sidebar &
social media
posts directing to
landing page

Q2

Q3

Keyword
research to
expand reach of
landing page

PPC campaigns

Content
deliverables:

infographic
or slide
presentation

4 blog posts on
related topic with
CTA to download
ebook

Repurposed
content:

Q4

Social media PPC


campaign
Direct social
media
engagement
w/ people
discussing
content

CTA download
New social media
content

Prioritize social
media sites for
ebook promotion
new social
media content

So what campaigns should you run for your client in the upcoming year? Great question.
We tackle that in the next section.

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

19

Types of Inbound Marketing


Campaigns
Weve broken down this section by these business goals:



Brand awareness
Lead generation
Lead nurturing
Revenue

In each section, youll find a campaign plan structured to ramp up activity (and results!)
over time. Consider these skeleton campaign outlines to create your own custom
campaigns based on your clients individual needs.
For any campaign, you need to identify:
The business goal it supports.
The targeted persona.
What marketing metrics will be tracked and what SMART goals define success.
The content required to execute the campaign, including the format (ebook, landing
page, PPC ad, etc.) and topic.
BUSINESS GOAL: Brand Awareness
Campaign: Drive Traffic to Website and/or Blog
Q1 Activities
Keyword research, analysis, & audit including long tail keywords
Create working list of targeted keywords and blog topic editorial calendar
Refresh some current content with targeted keywords
Q2 Activities
Regularly deliver new blog content scheduled on editorial calendar
Social media platform audit & analysis: Identify key platforms and develop standard
blog post promotion plan
Roll out social media promotion plan for each blog post

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

20

Q3 Activities
Continue to execute on editorial calendar
Promote blog posts per social media promotion plan. Use social media promotion plan

to refresh old website/blog content


Revise keyword and topic list based on analysis of post performance. Extend editorial
calendar
Q4 Activities



Continue to execute on editorial calendar w/ social media promotion


Run social media PPC campaign promoting blog
Develop PPC ad content with A/B test options
Identify list of potential guest bloggers and social media influencers. Develop influencer
outreach plan.

BUSINESS GOAL: Lead Generation


Campaign: Premium Content Offer
Q1 Activities
Produce content:
Offer content (ebook, report or white paper)
Landing page
Thank you page
PPC ads
Q2 Activities
Promote offer:
A/B test landing page
Publish related blog posts with download CTA
Rollout social media content pointing to landing page
Q3 Activities
Promote offer:
A/B test PPC ads
Continue social media promotion
Repurpose content:
Excerpt image-centric content
Excerpt article

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

21

Q4 Activities
Continue PPC campaign pointing to landing page
Roll out social media ad campaign
Promote repurposed content:
Social media campaign on image-oriented sites
Place article excerpts on third party site
BUSINESS GOAL: Lead Nurturing
Campaign: Educational Webinar
Q1 Activities
Determine webinar topic and CTA at end of webinar
Produce content:
5 email promotional series + 3 email post-webinar promotional series
Sign-up page
Post-webinar CTA content
Q2 Activities
Run pre-webinar email series
Run post-webinar email series to registrants who didnt attend
Produce content:
Webinar
Record audio and video of webinar for repurposing
Q3 Activities
Repurpose content:
Create short video clip
Article excerpt
Promote repurposed content in newsletter and/or email with same post-webinar CTA
Q4 Activities
Modify webinar promotional email series to send to stale prospects as a lead refresh
campaign

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

22

BUSINESS GOAL: Revenue


Campaign: Upsell Current Customers
Q1 Activities
Analyze current customer base for upsell opportunities or to identify targeted segment
for service/ product business had already identified as sales priority
Q2 Activities
Produce content:
Email series
Microsite
Run email series to segment of target group pointing to microsite
Q3 Activities
Analyze email series results and refine to run email series to rest of targeted customer
group
Create PPC ad campaign to retarget visitors to microsite
Q4 Activities
Run PPC retargeting campaign
Analyze and refine PPC ad content

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

23

Conclusion
Weve provided both the framework and a lot of detail for an annual inbound marketing
plan. Not every point will be relevant for each of your clients. Use it as a starting point to
customize each plan to each clients needs. Any clients plan should be as extensive or as
simple as suits their current level of marketing resources and sophistication.
Also remember -- once you create a clients first plan, creating the plan for subsequent
years will be much simpler and take far less time. Last years plan serves as your guide for
building the next one. Youll also have your own in-house tools developed for conducting
the research needed to put an annual plan together.
Planning takes effort. No question. But youll find the return on the time invested, both literally and figuratively, can be immense. Partnering with your client as they plan their marketing efforts solidifies your agencys position as their go-to experts who help them achieve
their business goals.
Being an active participant in their planning process is a weighty responsibility. The more
transparent you are with them, the more transparent they will be with you. That transparency leads to trust on both sides. And once that trust is achieved, nurture it -- because thats
when great things happen.

HUBSPOT Marketing Planning How to Create an Annual Inbound Plan for Your Clients

24

WHAT DID YOU THINK?


Rate this guide and help us improve!

CLICK TO RATE THIS RESOURCE


It takes two seconds!

HUBSPOT Diagnosing the Health of Your Client Relationships How to Do an Annual Check-Up

25

SUPERCHARGE YOUR
AGENCYS GROWTH.
Say goodbye to unpredictable cash flow and lack of ROI.
And hello to HubSpot.

Bring your marketing world


together in one, powerful,
integrated system.
Analyze your clients web traffic
and see which sources are
generating the most leads.

Track leads with a


complete timeline-view of their
interactions with your company

TALK TO US TODAY

HUBSPOT Diagnosing the Health of Your Client Relationships How to Do an Annual Check-Up

26