One Pager Marketing Plan
🎯 A strategic one-pager to align teams on goals, audience, positioning, channels, timeline, and success metrics — across a quarter or product cycle
1. 🎯 Marketing Goals
What are we trying to achieve? Why now?
Drive pipeline growth through targeted campaigns in priority verticals
Increase brand awareness in [market/region]
Improve product activation & feature adoption for existing users
Support sales with enablement and content assets
2. 👥 Target Audience
Dimension
Details
Ideal Customer
[Job roles, company size, verticals, tech maturity]
Geography
[e.g. North America, EMEA, APAC]
Stage
[e.g. New Prospects, Free Users, Paid Customers]
Optional: Add firmographic or behavioral filters if needed.
3. 🧠 Key Messages & Positioning
Problem: What pain points are we solving?
Value Proposition: Why us? Why now?
Core Messages:
[Message 1]
[Message 2]
[Message 3]
These messages should ladder up to your product narrative and competitive edge.
7. 👥 Roles & Accountability
Role
Name / Team
Campaign Owner
[Marketing Lead]
Product Marketing
[PMM]
Content
[Content Manager]
Creative
[Designer / Brand Lead]
Ops & Analytics
[Marketing Ops / BI]
Sales Partner
[Sales Enablement / AE Manager]
Table
Category
KPI
Target
Awareness Unique website visits 100K / quarter
Demand Gen MQLs generated 1,000+
Activation Feature adoption rate +20% Q/Q
Conversion Free → Paid conversion rate +5% uplift
Sales Support Deck usage by AEs >80% adoption
Table
Initiative
Timeframe
Owner
Launch Q4 Campaign Oct 1 – Oct 25 Marketing Ops
Website Messaging Refresh Oct 5 – Oct 15 Brand Lead
Partner Webinar Series Oct 12 – Nov 20 PMM Team
Paid Retargeting Experiment Oct 18 – Nov 5 Growth Lead
Sales Deck Revamp Ongoing Enablement
Table
Channel
Core Tactics
Website New landing pages, SEO improvements
Email Lifecycle campaigns, onboarding nudges
Paid Media LinkedIn, Google Ads, retargeting
Organic Social Thought leadership, product storytelling
Webinars/Events Monthly sessions with PMs, partner webinars
In-Product Announcements, tooltips, upsell nudges
Sales Enablement Pitch decks, 1-pagers, battle cards
