Build Your Marketing Plan
Define your marketing objectives and plan your campaigns to generate qualified leads and maximize your impact.
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Why build a structured Marketing Plan?
A well-designed marketing plan is the engine of your lead generation. Without a clear strategy, actions are scattered and ROI becomes difficult to measure.
Define measurable objectives
Clarify your priorities between awareness, lead generation and conversion. Associate each objective with precise indicators to effectively steer your marketing performance.
Target with precision
Identify your priority segments and personas. Formulate messages adapted to each channel and build a content map aligned with your customers' buying journey.
Plan and measure your campaigns
Sequence your actions by quarter and by objective. Configure tracking tools and create a continuous improvement loop to optimize your performance over time.
Learning Objectives
At the end of this training, you will be able to:
- Define clear and measurable marketing objectives
- Identify priority targets and formulate adapted messages
- Plan actions and campaigns by quarter
- Choose tools and configure KPI tracking
- Deploy and continuously optimize your marketing plan
Target Audience
This training is for: Marketing Directors, Marketing Managers, CMO
Program
Before the Training
- List marketing campaigns conducted over the past 12 months and their results
- Identify the best-performing acquisition channels
During the Training
Define marketing objectives
- Clarify priorities: awareness, lead generation, conversion
- Determine indicators associated with each objective
- Use the strategy/acquisition alignment canvas
Identify targets and key messages
- Define priority segments and personas
- Formulate messages adapted to each channel
- Build the marketing content map with the Content template
Plan actions and campaigns
- Sequence actions by quarter and by objective
- Prepare content creation briefs
- Use the Kestio campaign plan template
Choose tools and configure tracking
- Select distribution, automation and reporting tools
- Configure tracking KPIs (CRM, dashboards, nurturing)
- Verify the consistency of the overall system
Launch and optimize the plan
- Deploy the first wave of campaigns
- Measure initial results and identify improvement opportunities
- Build the continuous optimization plan from field feedback
Teaching Methods
- Theoretical and methodological contributions
- Practical exercises and role-plays
- Work on your real cases
- Personalized feedback from the trainer
The specialist in sales and customer relations for 20 years
100+ programs designed by our instructional engineers and led by 40 field specialists.
Frequently Asked Questions
How to structure an effective marketing plan?
An effective marketing plan starts with defining clear objectives (awareness, leads, conversion), identifying priority targets, choosing the right channels and planning campaigns with tracking KPIs.
What is the difference between a marketing plan and a commercial action plan?
The marketing plan focuses on lead generation, awareness and positioning. The commercial action plan translates strategy into sales actions. Both must be aligned to maximize overall performance.
How to use AI in your marketing plan?
This training integrates the use of AI to produce and adapt marketing messages. You will learn to use prompting and AI agents to accelerate content creation and personalize your campaigns.
What tracking tools are covered?
You will learn to configure tracking KPIs in your CRM, create reporting dashboards and set up nurturing workflows to track the performance of your campaigns.
Is this training eligible for OPCO funding?
Yes, KESTIO is Qualiopi certified. This quality certification enables funding of our training programs by OPCO. Contact us to get a personalized quote and coverage terms.
Request a Quote
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Contact us directly
Our team is available to answer all your questions about this training.
Hours: Monday - Friday, 9am - 6pm (CET)