Full-Funnel Marketing Plan for a Product
Part of the Digital Marketing Roadmap
In short
This is your flagship piece. One product, one plan covering how people discover it, consider it, buy it and come back. It proves you can think like a marketing lead, not just run one channel.
The flagship portfolio piece — a complete marketing plan for a real or hypothetical product spanning positioning, channels, budget, and KPIs, showing you can think strategically, not just execute one channel.
Think of it like this
Organising the college fest
A fest needs posters to create buzz, an easy registration form, a great event day and a feedback form so next year is bigger. Skip any part and the fest suffers. A full-funnel plan covers every stage for a product, with a budget and a number for each.
Watch it happen
Funnel stages, channels and KPIs in one plan
1/5Awareness: Reels, creator collabs, YouTube Shorts. KPI: reach and video views.
The big ideas
What you need to know
Positioning first
One line on who it's for, the problem it solves and why it beats alternatives.
Channels per stage
Match each stage with channels that suit it. Don't run sales ads to people who've never heard of you.
Budget with reasons
Split the budget across stages and explain why, not just an even split.
One KPI per stage
Give each stage one main metric and a target, plus a timeline to review.
See it in code
Walk through the code
1 Stage Budget % Budget (₹) KPI target2Row 2 Awareness 30% =B2*$F$1 2,00,000 reach3Row 3 Consideration 20% =B3*$F$1 3,000 email sign-ups4Row 4 Conversion 35% =B4*$F$1 600 purchases5Row 5 Retention 15% =B5*$F$1 25% repeat rate6F1 = total budget, e.g. 2,00,0001/3Each stage gets a share of budget and a KPI target.
A budget-by-stage sheet. Change the total in F1 and every stage updates. The percentages are an example; justify yours for your product.
Save yourself the pain
Common mistakes
Oops
Listing every channel that exists without priorities.
Do this instead
Pick a few channels per stage and explain why they fit this product and budget.
Oops
Skipping retention because it's not exciting.
Do this instead
Keeping customers is usually cheaper than finding new ones. Always plan for it.
Your mission
Write the one-page skeleton
Quick check
A brand-new product nobody knows puts 100% of budget into retargeting ads. What's wrong?
Go deeper
- 1Choose a product with genuine substance, not a random hypothetical.
- 2Cover positioning, target audience, channel mix, budget allocation, and success metrics.
- 3Justify every major channel and budget decision with clear reasoning.
More projects at this stop
SEO Case Study (Before / After)
Paid Ad Campaign Case Study
Content Marketing Case Study
Social Media Growth Case Study
Email Campaign Case Study
Portfolio Website or Case Study Deck
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