MA Playbook

WHAT

What does an MA plan include?

Business objectives and KPIs: Clearly defined goals and KPIs to align marketing efforts with overarching business objectives

Segments and Target Groups: Identification and understanding of your target audience segments

Customer journeys and Key Conversions: Meticulous mapping of customer journeys, from initial interaction to key conversions

Technology and Data Setup: Assessment and optimisation of your technology stack and data infrastructure

Organisational Mapping: Understanding the internal structure of your organisation and establishing roles, responsibilities and 'way of working'

WHY

Why should you have an MA plan?

Strategic Alignment: Ensuring every touchpoint contributes meaningfully to your success

Efficient Technology Utilisation: Maximising the efficiency of your marketing automation set-up

Structured Prioritised Plan: Providing a clear roadmap for implementation and resource allocation

Buy-In Across the Organisation: Gain buy-in from the entire organisation, fostering a unified and collaborative approach

Measure Success: Enable measurement of success and providing insights for continuous improvement

HOW

How does it work?

Strategic Workshop: Define and align business objectives, KPIs, and marketing goals

Audience Analysis: Identify, understand and categorise target segments

Customer Journey Mapping: Identifying key touchpoints and optimising the path from awareness to conversion

Technology Assessment: Evaluate existing technology and data infrastructure. Recommend changes and additions

Stakeholder Interviews: Understand organisational structure, roles, and collaboration points

Playbook Development: Compile findings and strategies into a plan

Monitoring and Optimisation: To continuously measure performance against defined KPIs

Marketing Automation Plan

Helps you prioritise and execute your marketing efforts

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