marketing objectives

How Do I Smash My Marketing Objectives?

Written by in Campaign Optimization on February 11, 2015

We can set goals all we want, but often we marketing types don’t know how in the heck we’re going to reach them.

And, that’s why we all need the one marketing calendar that puts all other calendars to shame…so we can smash our marketing objectives.

But first, ask yourself this: What’s your company’s revenue goal and how many leads will it take to get there?

If we stumped you with that question, no worries.

Our Demand Map is something we developed while going through the planning process with our own clients over the years. You can grab it for free to help you outline your annual and quarterly goals first.

Okay, back to this marketing strategy calendar idea.

Once you have your Marketing Qualified Leads (MQL’s) figured out, set quarterly themes to act as giant umbrellas keeping all of your content efforts aligned.

Rather than using the latest industry buzzwords, your quarterly themes should be relevant to what you do, with topics that will resonate with your audience.

For example, we provide marketing automation consulting as one of many of our services. So we’re dedicating a quarter this year to just that, then breaking down each month into categories that come back to that giant theme umbrella.

Now, for a quick reality check…

Demand Metric When Buyers Reveal Themselves

“Only 25% of buyers reveal themselves to vendors early in their journey.”

Demand Metric, Buyer’s Journey Benchmark Report

More than ever buyers are self-educating with online resources and content. All buyers have needs, and even if your company is there to help, you’re not going to get far until those savvy buyers know you exist.

That brings us to how we like to break our marketing strategy calendar down.


Stage 1: Buyer realizes they have a need or a problem
Stage 2: Buyer seeks information about a solution for their need or problem

Content should help the buyer outline a problem or identify a new possibility. A strong online presence through blogging and social media can help drive awareness far and wide. Form downloads and submits on your website are golden opportunities to track potential leads.

Awareness programs:

    • Analyst Report
    • Article
    • Blog
    • Checklist
    • Diagram/Infographic
    • Ebook
    • Event
    • Industry Trend Report
    • Newsletters
    • Podcast
    • Research Report
    • SlideShare
    • Webinar


Stage 1: Buyer uses information gathered to assess possible solutions to current state
Stage 2: Buyer begins to compare and weigh their options

Content should focus on why your product or service is the best solution with in-depth education. The buyer should feel more connected with your expertise.

Consideration programs:

    • Calculator
    • Case Study
    • Comparison Whitepaper
    • Expert Guide
    • Live Interactions
    • Video


Stage 1: Buyer decides and makes purchase
Stage 2: Buyer supports their emotional decision with logic

Content should aid the purchasing process, answering key questions about price, terms, and conditions. Post-purchase content should confirm the buyer made the right decision and create an advocate after the transaction.

Transaction programs:

    • Demo
    • Evaluation Guide
    • Implementation Guide
    • Payment Options/Terms
    • Pricing Bundles/Options
    • Trial Download


So, you did it. You attracted the buyer, you worked awesomely together…now what? If you want a true advocate for your brand, show that you care by incorporating loyalty programs into your marketing strategy.

Loyalty programs:

    • Communities/User Groups
    • Customer Recognition
    • Email (follow-up, promotion, thank you)
    • Event (appreciation, education)
    • Referral Programs
    • Social Media

Remember, it’s all about experimentation with marketing tactics and the cadence of those tactics.

After seeing the results from Q1, you might amp up awareness with additional drip campaigns or blog posts in the remaining quarters. At the end of the year, evaluate your successes and identify your opportunities to fuel next year’s strategic marketing plan.

Alright, you have some homework to do. Define your business goals, select your quarterly themes, and list your marketing tactics.

Then, you’re ready for your Marketing Strategy Calendar…

free calendar


Britt Skrabanek About the author: Britt Skrabanek

As a Freelance Writer and Content Strategist, Britt strives to help businesses reimagine their content strategy and revive their brand awareness. Through education, engagement, and energy, she believes content marketing can make a genuine impact. A wordsmith with a passion for marketing, Britt is currently working on her fourth novel. Connect with Britt on LinkedIn.


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