B2B Marketing Budget
Allocation Tool
B2B Mktg
Benchmarks
Gross Company Revenue
% of Gross Revenue Allocated To
Marketing
Enter Your
Estimate
1,000,000 Kč
2%-11%
4%
10%
12%
10%
13%
8%
8%
9%
11%
20%
100%
10%
12%
10%
13%
8%
8%
9%
11%
20%
100%
32%
32%
18%
16%
9%
9%
9%
8%
6%
6%
5%
14%
100%
18%
16%
9%
9%
9%
8%
6%
6%
5%
14%
100%
Marketing Budget
Awareness (programs)
Lead Origination (programs)
Lead Nurturing (programs)
Product Marketing
Field Enablement
Channel Enablement
Customer Community Management
Customer and Market Intelligence
Marketing Operations
Total Marketing Budget
% of Marketing Budget Allocated To
Programs
Marketing Programs Budget
Website
Tradeshows
Events
Display Ads
Data Sources & Lists
PPC
Syndicated Content
Webinar
Telemarketing
Other
Total Marketing Programs Budget
Budget
Allocation
1,000,000 Kč
40,000 Kč
4,000 Kč
4,800 Kč
4,000 Kč
5,200 Kč
3,200 Kč
3,200 Kč
3,400 Kč
4,200 Kč
8,000 Kč
40,000 Kč
12,800 Kč
2,304 Kč
2,048 Kč
1,152 Kč
1,152 Kč
1,152 Kč
1,024 Kč
768 Kč
768 Kč
640 Kč
1,792 Kč
12,800 Kč
Marketing Budget Allocation
Marketing
Operations
20%
Awareness,
10%
Lead Origination,
12%
Lead
Nurturing,
10%
Customer &
Market
Intelligence,
11%
Customer
Community
Management
9%
Channel
Enablement,
8%
Product
Marketing,
13%
Field Enablement,
8%
Marketing Program Budget
Other, 14%
Website, 18%
Telemarketing, 5%
Webinar, 6%
Tradeshows, 16%
Syndicated
Content, 6%
PPC, 8%
Events, 9%
Data Sources &
Lists, 9%
Display Ads, 9%
Marketing Program Calendar
Period: JAN 2013-DEC 2013
Program
Start / End
Date
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
Metrics
Visitors
Prospects
Score
MQL
Notes / Budget
January
1
2
3
4
February
5
6
7
8
March
9
10
11
12
April
13
14
15
16
May
17
18
19
20
June
21
22
23
24
25
July
26
27
28
29
August
30
31
32
33
34
September
35
36
37
38
39
October
40
41
42
43
November
44
45
46
47
48
December
49
50
51
52
TOP OF THE FUNNEL
MIDDLE OF THE FUNNEL
Keywords
Campaign - Fruit
AdGroup - Apples
apples
delicious apples
golden delicious apples
green apples
mackintosh apples
best apples
red delicious apples
jonagold apples
them apples
AdGroup - Oranges
oranges
florida oranges
california oranges
navel oranges
blood oranges
valencia oranges
Campaign - Vegetables
AdGroup - Potatoes
potatoes
baking potatoes
russet potatoes
red potatoes
fingerling potatoes
yukon gold potatoes
blue potatoes
Campaign - Fruit Stands
AdGroup - Community
local fruit stand
neighborhood fruit stand
closest fruit stand
fruit stand that is local
local fruit cart
neighborhood fruit cart
closest fruit cart
fruit cart that is local
local fruit trolly
neighborhood fruit trolly
closest fruit trolly
fruit trolly that is local
AdGroup - Reviews
best fruit stand
good fruit stand
awesome fruit stand
fruit stand review
Ad Variation I
Do You Like Apples?
www.mattsfruitstand.com/Apples
Matt's Fruit Stand: Apples Ebook
How About Them Apples?
19
30
32
22
Do You Like Oranges?
www.mattsfruitstand.com/Oranges
Matt's Fruit Stand: Oranges Ebook
How About Them Oranges?
20
31
33
23
Do You Like Potatoes?
www.mattsfruitstand.com/Potatoes
Matt's Fruit Stand: Potatoes Ebook
How About Them Potatoes?
21
32
34
24
Local Fruit Stand
www.mattsfruitstand.com/Community
Matt's Fruit Stand Is Not Very Far
From You. It's A Local Fruit Stand.
17
33
34
35
Fruit Stand Reviews
www.mattsfruitstand.com/Reviews
Is Matt's Fruit Stand The Best One
In Town? Come Decide For Yourself!
19
31
34
34
BOTTOM OF THE FUNNEL
MIDDLE OF
fruit stand reviews
best fruit cart
good fruit cart
awesome fruit cart
fruit cart review
fruit cart reviews
Campaign - Offers
AdGroup - Coupons
matt's fruit
matt's vegetable
matt's fruit shop
matt's fruit cart
matt's fruit stand
matt's fruit trolly
matthew's fruit shop
matthew's fruit cart
matthew's fruit stand
matt's vegetable shop
matt's vegetable cart
matthew's fruit trolly
matt's vegetable stand
matt's vegetable trolly
matthew's vegetable shop
matthew's vegetable cart
matthew's vegetable stand
matthew's vegetable trolly
The Best Fruits & Veggies
www.mattsfruitstand.com/Coupon
Download This Coupon For 20% Off
Your Visit To Matt's Fruit Stand!
25
30
32
33
Ad Variation II
Ad Variation III
Do You Like Apples?
www.mattsfruitstand.com/Apples
How About These Apples:
Matt's Fruit Stand Has Apples
19
30
23
29
This Title Is Way Too Long
www.mattsfruitstand.com/Apples
This Line Is Okay To Use
This Line Is Way Way Way Way Too Long
26
30
24
37
Do You Like Oranges?
www.mattsfruitstand.com/Oranges
How About These Oranges:
Matt's Fruit Stand Has Oranges
20
31
24
30
This Title Is Way Too Long
www.mattsfruitstand.com/Oranges
This Line Is Okay To Use
This Line Is Way Way Way Way Too Long
26
31
24
37
Do You Like Potatoes?
www.mattsfruitstand.com/Potatoes
How About These Potatoes:
Matt's Fruit Stand Has Potatoes
21
32
25
31
This Title Is Way Too Long
www.mattsfruitstand.com/Potatoes
This Line Is Okay To Use
This Line Is Way Way Way Way Too Long
26
32
24
37
Fruit Stands Near You
www.mattsfruitstand.com/Community
Don't Want To Go Too Far To Find
Fruit? Why Not Matt's Fruit Stand?
21
33
32
34
This Title Is Way Too Long
www.mattsfruitstand.com/Community
This Line Is Okay To Use
This Line Is Way Way Way Way Too Long
26
33
24
37
Matt's Fruit Stand
www.mattsfruitstand.com/Reviews
Never Heard Of Matt's Fruit Stand?
You May Be Missing Out On The Best.
18
31
34
35
This Title Is Way Too Long
www.mattsfruitstand.com/Reviews
This Line Is Okay To Use
This Line Is Way Way Way Way Too Long
26
31
24
37
20% Off Your First Visit
www.mattsfruitstand.com/Coupon
Matt's Fruit Stand Offers Simply
The Freshest Fruits & Veggies In Town
24
30
32
37
Matt's Fruit Stand
www.mattsfruitstand.com/Coupon
Download This Coupon For 20% Off
Your Visit To Matt's Fruit Stand!
18
30
32
33
Destination URL
http://mattsfruitstand.com/apples-information-ebook?utm_campaign=fruit-apples&utm_source=adwords
http://mattsfruitstand.com/apples-information-ebook?utm_campaign=fruit-apples&utm_source=adwords
http://mattsfruitstand.com/apples-information-ebook?utm_campaign=fruit-apples&utm_source=adwords
http://mattsfruitstand.com/apples-information-ebook?utm_campaign=fruit-apples&utm_source=adwords
http://mattsfruitstand.com/apples-information-ebook?utm_campaign=fruit-apples&utm_source=adwords
http://mattsfruitstand.com/apples-information-ebook?utm_campaign=fruit-apples&utm_source=adwords
http://mattsfruitstand.com/apples-information-ebook?utm_campaign=fruit-apples&utm_source=adwords
http://mattsfruitstand.com/apples-information-ebook?utm_campaign=fruit-apples&utm_source=adwords
http://mattsfruitstand.com/apples-information-ebook?utm_campaign=fruit-apples&utm_source=adwords
http://mattsfruitstand.com/oranges-information-ebook?utm_campaign=fruit-oranges&utm_source=adwords
http://mattsfruitstand.com/oranges-information-ebook?utm_campaign=fruit-oranges&utm_source=adwords
http://mattsfruitstand.com/oranges-information-ebook?utm_campaign=fruit-oranges&utm_source=adwords
http://mattsfruitstand.com/oranges-information-ebook?utm_campaign=fruit-oranges&utm_source=adwords
http://mattsfruitstand.com/oranges-information-ebook?utm_campaign=fruit-oranges&utm_source=adwords
http://mattsfruitstand.com/oranges-information-ebook?utm_campaign=fruit-oranges&utm_source=adwords
http://mattsfruitstand.com/potatoes-information-ebook?utm_campaign=vegetables-potatoes&utm_source=adwords
http://mattsfruitstand.com/potatoes-information-ebook?utm_campaign=vegetables-potatoes&utm_source=adwords
http://mattsfruitstand.com/potatoes-information-ebook?utm_campaign=vegetables-potatoes&utm_source=adwords
http://mattsfruitstand.com/potatoes-information-ebook?utm_campaign=vegetables-potatoes&utm_source=adwords
http://mattsfruitstand.com/potatoes-information-ebook?utm_campaign=vegetables-potatoes&utm_source=adwords
http://mattsfruitstand.com/potatoes-information-ebook?utm_campaign=vegetables-potatoes&utm_source=adwords
http://mattsfruitstand.com/potatoes-information-ebook?utm_campaign=vegetables-potatoes&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stands-community&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stands-community&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stands-community&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stands-community&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stands-community&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stands-community&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stands-community&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stands-community&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stands-community&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stands-community&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stands-community&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stands-community&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stand-reviews&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stand-reviews&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stand-reviews&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stand-reviews&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stand-reviews&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stand-reviews&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stand-reviews&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stand-reviews&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stand-reviews&utm_source=adwords
http://mattsfruitstand.com/community-information?utm_campaign=fruit-stand-reviews&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
http://mattsfruitstand.com/twenty-percent-coupon-offer?utm_campaign=coupon&utm_source=adwords
tm_source=adwords
tm_source=adwords
tm_source=adwords
tm_source=adwords
tm_source=adwords
tm_source=adwords
tm_source=adwords
tm_source=adwords
tm_source=adwords
s&utm_source=adwords
s&utm_source=adwords
s&utm_source=adwords
s&utm_source=adwords
s&utm_source=adwords
s&utm_source=adwords
potatoes&utm_source=adwords
potatoes&utm_source=adwords
potatoes&utm_source=adwords
potatoes&utm_source=adwords
potatoes&utm_source=adwords
potatoes&utm_source=adwords
potatoes&utm_source=adwords
munity&utm_source=adwords
munity&utm_source=adwords
munity&utm_source=adwords
munity&utm_source=adwords
munity&utm_source=adwords
munity&utm_source=adwords
munity&utm_source=adwords
munity&utm_source=adwords
munity&utm_source=adwords
munity&utm_source=adwords
munity&utm_source=adwords
munity&utm_source=adwords
ws&utm_source=adwords
ws&utm_source=adwords
ws&utm_source=adwords
ws&utm_source=adwords
ws&utm_source=adwords
ws&utm_source=adwords
ws&utm_source=adwords
ws&utm_source=adwords
ws&utm_source=adwords
ws&utm_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
m_source=adwords
Goals
Action Items
Action Items
Action Items
Action Items
Action Items
Timeline
Why? (Goal)
Blog
Frequency: [x/week]
Analytics Check
Resources
Why? (Goal)
Content Offers
Frequency: [x/month or quarter]
Analytics Check
Resources
Why? (Goal)
Email
Frequency: [x/month]
Analytics Check
Resources
Why? (Goal)
Facebook
Frequency: [x/month]
Analytics Check
Resources
Why? (Goal)
Twitter
Frequency: [x/month]
Analytics Check
Resources
Timeline
Weekly Tasks
Task
Why? (Goal)
Tasks
Notes
MEDIA SPENDING PLAN TEMPLATE
Total Budget
$10,000.00
Month
Jan
Frequency
1
$455
$455
Feb
2
$909
Mar
April
May
June
2
$909
2
$909
2
$909
2
$909
$0.00
$2,272.73
$0.00
$3,181.82
$0.00
$4,090.91
$0.00
$5,000.00
July
2
$909
August
1
$455
Sept.
1
$455
MEDIA SOURCE
ST.LAWRENCE COUNTY NEWS
NORTH COUNTRY THIS WEEK
Q-102.9 "HOT COUNTRY" RADIO
TIME WARNER CABLE-ROADRUNNER
WATERTOWN DAILY TIMES
WPAC-WSLB RADIO
WPDM-WSNN RADIO "99 HITS"
WVLF RADIO "THE VALLEY" / 101.5
WWNY-TV 7
NORTH COUNTRY PUBLIC RADIO/
WYBG 1050
WMSA
BILLBOARD
WICY 1490 oldies ( Massena AM)
OTHER
Segi's Menu
Vacation Guide
Free Trader ( Massena)
North Country Now
Free Trader (Malone)
Web
Total
$0.00
$0.00
Balance $454.55 $1,363.64
$0.00
$5,909.09
$0.00
$6,363.64
$0.00
$6,818.18
Oct.
1
$455
Nov.
3
$1,364
Dec
3
$1,364
TOTALS
22
$10,000
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$7,272.73
$0.00
$8,636.36
$0.00
$10,000.00
$0.00
$10,000.00
MEDIA COST COMPARISON TEMPLATE
MEDIA SOURCE
St. LAWRENCE COUNTY NEWSPAPERS / MALONE
TELEGRAM
NORTH COUNTRY THIS WEEK
Q-102.9 "HOT COUNTRY" RADIO
TIME WARNER CABLE-ROADRUNNER
WATERTOWN DAILY TIMES
WPAC-WSLB RADIO
WPDM-WSNN RADIO "99 HITS"
WVLF RADIO "THE VALLEY" / 101.5
101.5 The Fox
WWNY-TV 7
Yes FM 96.7
NORTH COUNTRY PUBLIC RADIO/ WSLU
WYBG 1050
94.7 Hits FM
1490 WICY Oldies
Oldies 95.3
Wild Country 96.5
WMSA
BILLBOARD
OTHER
Segi's Menu
Vacation Guide
Free Trader (Massena)
North Country Now
Free Trader(Malone)
Totals /Averages
Reach
/1000
Proposed $
93,000
10,266
2,000
32,000
13,500
8,900
12,000
12,000
12,000
13,500
2,000
0
45,000
12,000
25,000
8,900
12,000
14,000
20,000
93
10.266
2
32
13.5
8.9
12
12
12
13.5
2
0
45
12
25
8.9
12
14
20
$
$
$
-
4000
78,000
16,000
47,544
12,400
0
4
78
16
47.544
12.4
0
$
$
-
506,010
$ 506.01
-
$ 1,740.00
$
-
$ 6,195.30
$ 4,500.00
$ 3,000.00
$ 1,920.00
$ 1,920.00
$ 12,000.00
$ 1,740.00
$
$ 750.00
$ 4,875.00
$ 4,000.00
$ 4,500.00
$ 4,875.00
$ 700.00
$ 1,008.00
$
$
$
$ 53,723.30
CPT
Rating*
Rated CPT
$0.00
$0.00
$870.00
$0.00
$458.91
$505.62
$250.00
$160.00
$160.00
$888.89
$870.00
$16.67
$406.25
$160.00
$505.62
$406.25
$50.00
$0.00
7
10
3
8
7
5
9
7
7
7
7
4
4
4
3
4
4
4
7
$0.00
$0.00
$290.00
$0.00
$65.56
$101.12
$27.78
$22.86
$22.86
$126.98
$124.29
$0.00
$4.17
$101.56
$53.33
$126.40
$101.56
$12.50
$0.00
$0.00
$0.00
$63.00
$0.00
8
7
5
6
$0.00
$0.00
$12.60
$0.00
$288.56
6.85
$59.68
Rating* the higher the rating the more direct the media reaches your taget audience. This rating is factored into the CPT.
A higher rating factors as a reduction in CPT.
Chosen Media Avg CPT
$
7.62
BA/Division/Country: GF-CC, Zurich
Media plan for
2002: Jo'berg
summit
Name of Publication
Newsweek: Special
Report
Newsweek: Issues
2003
Time: environmental
issue
WSJ Europe
Financial Times
Total frequency
Total spend USD
Fill in yellow
boxes only
Rate/insertion
Spend/
publication
USD spend/ publication
(Using cManager
currency rates available
on worksheet 3)
Frequency
Ad size
Color
Currency
1
FP
4 col
USD
32,000.00
32,000.00
32,000.00
1
FP
4 col
USD
32,000.00
32,000.00
32,000.00
1
2
3
FP
FP
FP
4 col
4 col
4 col
£
Euro
USD
20,000.00
17,000.00
85,000.00
20,000.00
34,000.00
255,000.00
-
31,214.00
33,581.80
255,000.00
8
383,795.80
Jan
Feb
Key objectives:
Focusing on the
Johannesburg
summit, promote
ABB's sustainabiltiy
activies
Remarks: This is a
sample only
Submitted by: Fiona
McKerrow, GF-CC
ry: GF-CC, Zurich
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
1
1
1
20, 28
20, 28
3
Dept.