A: To make an effective marketing plan, start by gathering customer insights. Marketers must understand their potential customers’ demographics and their affinities and goals. Marketing teams should define what their target customers’ pain points are and how their product will resolve those pain points and deliver value.
After defining your target customers and their pain points, craft your messaging. How will you tell the story of your product’s value in a way that new customers will understand, and that will make them want to interact more with your brand?
With those first two foundational elements in place, marketers can construct a framework or campaign model to target audiences and industries. Within this framework, you’ll determine what content you will use across your marketing channels to engage target customers.
After you define your marketing mix — or your marketing objectives and marketing tactics — you’ll need to establish your measurement framework. How will your martech system support what you’re trying to do? What metrics and key performance indicators (KPIs) will you use to track your progress and your marketing efforts’ success? Answering these questions will help you create a successful marketing plan for your company.