Toolkits Archive - American Marketing Association https://www.ama.org/toolkits/ The Essential Community for Marketers Thu, 14 Aug 2025 17:19:58 +0000 en-US hourly 1 https://wordpress.org/?v=6.9 https://www.ama.org/wp-content/uploads/2019/04/cropped-android-chrome-256x256.png?fit=32%2C32 Toolkits Archive - American Marketing Association https://www.ama.org/toolkits/ 32 32 158097978 Market Research Playbook https://www.ama.org/toolkits/market-research-playbook/ Mon, 03 May 2021 19:25:19 +0000 https://ama-preprod.go-vip.co/?post_type=ama_toolkit&p=66817 Save Time. Plan Confidently. Make an Impact. Your time is valuable. That’s why the Market Research Playbook is built to give you a comprehensive strategy framework and easily editable tools to quickly bring your plan to life. This simple step-by-step guide will allow you to build an efficient market research process, a comprehensive market research […]

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AMA Market Research Playbook banner image

Save Time. Plan Confidently. Make an Impact.

Your time is valuable. That’s why the Market Research Playbook is built to give you a comprehensive strategy framework and easily editable tools to quickly bring your plan to life. This simple step-by-step guide will allow you to build an efficient market research process, a comprehensive market research report, an engaging presentation and more.

Get Full Access to This Playbook With AMA Membership

MEMBER LOGIN
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Includes 25+ Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

  • Capabilities Assessment
  • Market Research Analyst Job Description
  • Strategy Scorecard
  • Database Template
  • RFP Template
  • Firm Selection Tool
  • Decision Problem Template
  • Exploratory Research Plan
  • Focus Group Report Template
  • Participant Profile Form
  • In-Depth Interview Guide
  • Case Analysis Research Report
  • Market Research Problem Template
  • Research Request Agreement Template
  • Research Proposal Template
  • Research Method Comparison
  • Social Media Usage Survey
  • Website Usage Survey Template
  • Customer Satisfaction SurveyBrand Perception Survey
  • Project Schedule
  • Analysis Template
  • Hypothesis Testing Tool
  • Research Conclusion Prioritization Tool
  • Research Consensus Ranking Tool
  • Report Template
  • Presentation Template

AMA Marketer’s Toolkits

This playbook is just a piece of our AMA Marketer’s Toolkits. There are 100+ individual tools, templates and dashboards that can be used alone or as part of a larger strategy. They’re easy to use and built to enhance your decision-making skills.

View the Entire Library

This playbook is powered by Demand Metric.

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]]> 79791 Marketing Communications Playbook https://www.ama.org/toolkits/marketing-communications-playbook/ Mon, 03 May 2021 19:27:02 +0000 https://ama-preprod.go-vip.co/?post_type=ama_toolkit&p=66818 Save Time. Plan Confidently. Make an Impact. Your time is valuable. That’s why the Marketing Communications Playbook is built to give you a comprehensive strategy framework and easily editable tools to quickly bring your plan to life. This simple step-by-step guide will help you create a marketing communications plan that supports its marketing strategy. Includes […]

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AMA Marketing Communications Playbook banner image

Save Time. Plan Confidently. Make an Impact.

Your time is valuable. That’s why the Marketing Communications Playbook is built to give you a comprehensive strategy framework and easily editable tools to quickly bring your plan to life. This simple step-by-step guide will help you create a marketing communications plan that supports its marketing strategy.

Get Full Access to This Playbook With AMA Membership

MEMBER LOGIN
EXPLORE MEMBERSHIP

Includes 30+ Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

  • Brand Assessment Tool
  • Brand Perception Survey
  • Industry Analysis Tool
  • Content Marketing Assets Database
  • Marketing Collateral Management Tool
  • Web Content Audit Tool
  • Competitor Analysis Tool
  • Content Monitoring Tool
  • Competitive PR and Advertising Analysis
  • Buyer Persona Template
  • Buying Process Stage Template
  • Lead Acquisition Model
  • Marketing Channel Ranking Tool
  • Social Media Channel Selection Tool
  • Lead Generation Prioritization Tool
  • Events Database Template
  • Tradeshow Evaluation Matrix
  • Objectives Worksheet
  • Marketing Strategy Scorecard
  • Positioning Statement Worksheet
  • Message Mapping Tool
  • Marketing Strategy Scorecard
  • Positioning Statement Worksheet
  • Message Mapping Tool
  • Content Mapping Tool
  • Advertisement Evaluation Matrix
  • Press Release Template
  • Advertising Calendar & Budget Template
  • Editorial Calendar Template
  • Public Relations Calendar
  • Social Media Marketing Calendar
  • SEO Keyword Database
  • Mobile Marketing Planning Checklist
  • MarCom Calendar
  • Budget Template
  • Marketing Plan Presentation
  • Key Marketing Metrics Dashboard
  • Campaign Impression Calculator
  • Email Marketing ROI Calculator
  • Online Advertising ROI Calculator

AMA Marketer’s Toolkits

This playbook is just a piece of our AMA Marketer’s Toolkits. There are 100+ individual tools, templates and dashboards that can be used alone or as part of a larger strategy. They’re easy to use and built to enhance your decision-making skills.

View the Entire Library

This playbook is powered by Demand Metric.

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]]> 79792 Customer Engagement Playbook https://www.ama.org/toolkits/customer-engagement-playbook/ Thu, 13 May 2021 18:16:52 +0000 https://ama-preprod.go-vip.co/?post_type=ama_toolkit&p=66979 Save Time. Plan Confidently. Make an Impact. Your time is valuable. That’s why the Customer Engagement Playbook is built to help you improve how customers engage with your company and to enable your organization with a customer-centric approach to drive revenue. Done well, customer engagement fosters a lifelong advocate who embraces the company and brand […]

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AMA Customer Experience Playbook

Save Time. Plan Confidently. Make an Impact.

Your time is valuable. That’s why the Customer Engagement Playbook is built to help you improve how customers engage with your company and to enable your organization with a customer-centric approach to drive revenue. Done well, customer engagement fosters a lifelong advocate who embraces the company and brand beyond any one product or service experience.

Get Full Access to This Playbook With AMA Membership

MEMBER LOGIN
EXPLORE MEMBERSHIP

Includes 20+ Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

  • Customer Engagement Maturity Model
  • Customer Engagement Maturity Assessment
  • Customer Engagement Business Case
  • Buyer Persona Template
  • Customer Profile Template
  • Buying Process Stage Template
  • Roles Matrix
  • Strategy Workbook
  • Project Plan
  • Program Budget
  • Advocacy & Loyalty Technology Overview
  • Gamification Technology Overview
  • Online Communities Technology Overview
  • Advocacy & Loyalty Vendor Matrix
  • Gamification Vendor Matrix
  • Online Community System RFP Template
  • Personalization System RFP Template
  • Personalization Vendor Evaluation
  • Customer Satisfaction Survey
  • Customer Advocate Database
  • Customer Satisfaction Index Calculator
  • Customer Lifetime Value Calculator
  • Customer Engagement Metrics Dashboard

AMA Marketer’s Toolkits

This playbook is just a piece of our AMA Marketer’s Toolkits. There are 100+ individual tools, templates and dashboards that can be used alone or as part of a larger strategy. They’re easy to use and built to enhance your decision-making skills.

View the Entire Library

This playbook is powered by Demand Metric.

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]]> 79829 Marketing Strategy Playbook https://www.ama.org/toolkits/marketing-strategy-playbook/ Thu, 13 May 2021 18:09:19 +0000 https://ama-preprod.go-vip.co/?post_type=ama_toolkit&p=66975 Save Time. Plan Confidently. Make an Impact. Your time is valuable. That’s why the Marketing Strategy Playbook is built to help you develop a corporate marketing strategy that supports your company’s values and vision. The playbook’s framework and easily editable tools will quickly empower your organization’s lead generation strategy. Includes 15 Tools and Templates This […]

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AMA Marketing Strategy Playbook

Save Time. Plan Confidently. Make an Impact.

Your time is valuable. That’s why the Marketing Strategy Playbook is built to help you develop a corporate marketing strategy that supports your company’s values and vision. The playbook’s framework and easily editable tools will quickly empower your organization’s lead generation strategy.

Get Full Access to This Playbook With AMA Membership

MEMBER LOGIN
EXPLORE MEMBERSHIP

Includes 15 Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

  • Balanced Scorecard Strategy Map
  • Core Values Worksheet
  • Vision Statement Worksheet
  • Marketing Business Alignment Tool
  • Key Marketing Metrics Dashboard
  • Brand Assessment Tool
  • Competitive Analysis Tool
  • Marketing Strategy Scorecard
  • Customer Profile Template
  • Positioning Statement Worksheet
  • Buying Process Stage Template
  • Marketing Channel Ranking Tool
  • Message Mapping Tool
  • Marketing Budget Template
  • Marketing Plan Presentation Template
AMA Toolkits General

AMA Marketer’s Toolkits

This playbook is just a piece of our AMA Marketer’s Toolkits. There are hundreds of individual tools, templates and dashboards that can be used alone or as part of a larger strategy. They’re easy to use and built to enhance your decision-making skills.

View the Entire Library

This playbook is powered by Demand Metric.

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]]> 79828 AMA SEO Keyword Map Template https://www.ama.org/toolkits/seo-keyword-database/ Thu, 08 Apr 2021 17:41:11 +0000 https://ama-preprod.go-vip.co/?post_type=ama_toolkit&p=66467 The AMA SEO Keyword Map Template is a spreadsheet-based tool designed to help marketers organize and optimize website pages for search engine visibility. It provides a structured framework to connect high-intent keywords to specific pages, track SEO metrics, and manage on-page elements like titles and links. This template supports a strategic approach to SEO by […]

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The AMA SEO Keyword Map Template is a spreadsheet-based tool designed to help marketers organize and optimize website pages for search engine visibility. It provides a structured framework to connect high-intent keywords to specific pages, track SEO metrics, and manage on-page elements like titles and links.

This template supports a strategic approach to SEO by aligning keyword targets with user intent, search volume, and funnel stage—helping teams build a clear, scalable foundation for content planning, optimization, and performance monitoring.

Get Full Access to This Resource With AMA Membership

MEMBER LOGIN
EXPLORE MEMBERSHIP

Why Use a SEO Keyword Map?

  • Aligns Content With User Intent and Funnel Stage
    The template maps each keyword to a corresponding user stage (awareness, consideration, decision) and search intent, helping ensure content aligns with how users search, evaluate, and convert. This structure reflects core principles found in many foundational marketing frameworks, enabling more strategic content planning across the funnel.
  • Centralizes Key SEO Data for Prioritization
    By tracking search volume, keyword difficulty, current rankings, and internal/external links in one place, the template gives teams a clear view of which pages are performing, which need optimization, and which have untapped potential. This centralized approach reduces guesswork and supports faster, more informed decisions about where to focus SEO efforts.
  • Supports Scalable SEO Strategy Development
    The sheet is designed for ongoing updates—enabling teams to build, refine, and expand their keyword strategy over time without losing visibility or structure. It reinforces foundational SEO marketing practices by helping teams stay organized as they optimize for search intent, relevance, and performance across an evolving content ecosystem.

How To Use AMA’s SEO Keyword Map

  1. Make a copy in Google Sheets when prompted, or download the Excel file to save and edit locally.
  2. Map Keywords to Pages: In the “SEO Keyword Map” tab, assign each keyword to a URL, define its search intent and user stage, and categorize by page type.
  3. Track SEO Performance: Enter metrics like search volume, keyword difficulty, and current ranking position.
  4. Optimize On-Page Elements: Use the columns for title tags, engagement indicators, internal/external links, and notes to guide on-page SEO updates.
  5. Review & Update Regularly: Use the “Last Updated” field to manage ongoing iterations as rankings change or content is refreshed.

What’s Included in Your SEO Keyword Map?

FeatureDescription
Page-to-Keyword MappingAssigns keywords to specific URLs, user stages, and search intent
Keyword Metrics TrackingColumns for search volume, difficulty, and current rankings
On-Page Optimization ColumnsTitle tags, engagement notes, internal/external link tracking
Funnel AlignmentIdentifies where each keyword fits within the user journey
Update Timestamp FieldHelps teams manage version control over SEO changes and page updates

SEO Keyword Map in Action

ChallengeToolkit Solution
Disorganized SEO targetingStructured keyword-to-page mapping aligns efforts and prevents duplication
Poor visibility into performance gapsRanking, volume, and difficulty fields help identify optimization priorities
Lack of intent or funnel-stage clarityIntent and user stage columns improve targeting strategy and content alignment
Siloed SEO work across teamsA shared sheet format provides visibility and coordination across contributors
Browse All AMA Toolkits

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]]> 79787 Search Engine Optimization Playbook https://www.ama.org/toolkits/search-engine-optimization-playbook/ Thu, 13 May 2021 18:23:21 +0000 https://ama-preprod.go-vip.co/?post_type=ama_toolkit&p=66983 Save Time. Plan Confidently. Make an Impact. Your time is valuable. That’s why the Search Engine Optimization (SEO) Playbook is built to help you develop an SEO plan that increases your competitive position, reduces advertising expenditures and implies authority. Includes 20+ Tools and Templates This playbook includes access to customizable tools and templates from our […]

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AMA SEO Playbook

Save Time. Plan Confidently. Make an Impact.

Your time is valuable. That’s why the Search Engine Optimization (SEO) Playbook is built to help you develop an SEO plan that increases your competitive position, reduces advertising expenditures and implies authority.

Get Full Access to This Playbook With AMA Membership

MEMBER LOGIN
EXPLORE MEMBERSHIP

Includes 20+ Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

  • Creating Agile SEO Campaigns
  • SEO App Store Optimization Checklist
  • SEO Blog Post Optimization Checklist
  • SEO Keyword Value Estimator
  • SEO Maturity Assessment
  • SEO Mobile Optimization Checklist
  • SEO On-Page Optimization Checklist
  • SEO System RFP Template
  • SEO Vendor Evaluation
  • SEO Vendors Matrix
  • Website Program Metrics Dashboard
  • YouTube Posting Schedule
  • Webmaster & SEO Expert Job Description

AMA Marketer’s Toolkits

This playbook is just a piece of our AMA Marketer’s Toolkits. There are 100+ individual tools, templates and dashboards that can be used alone or as part of a larger strategy. They’re easy to use and built to enhance your decision-making skills.

View the Entire Library

This playbook is powered by Demand Metric.

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]]> 66983 Account-Based Marketing Playbook https://www.ama.org/toolkits/account-based-marketing-playbook/ Tue, 10 May 2022 16:09:09 +0000 https://www.ama.org/?post_type=ama_toolkit&p=100426 Save Time. Plan Confidently. Make an Impact. Your time is valuable. That’s why the Account-Based Marketing Playbook is built to give you a comprehensive strategy framework and easily editable tools to quickly bring your plan to life. This simple step-by-step guide will help you develop an account-based marketing approach and strategy. Includes 15+ Tools and […]

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Account-Based Marketing Playbook header

Save Time. Plan Confidently. Make an Impact.

Your time is valuable. That’s why the Account-Based Marketing Playbook is built to give you a comprehensive strategy framework and easily editable tools to quickly bring your plan to life. This simple step-by-step guide will help you develop an account-based marketing approach and strategy.

Get Full Access to This Playbook With AMA Membership

MEMBER LOGIN
EXPLORE MEMBERSHIP

Includes 15+ Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

  • ABM Capabilities Assessment
  • ABM Tech Stack Report
  • ABM Roles Matrix
  • ABM Program Budget Template
  • Ideal Customer Profile Template
  • ABM Account Tiers Worksheet
  • Account & Product Mapping Matrix
  • Account Scoring Tool
  • Buyer Persona Template
  • Decision-Maker Influencer Map
  • ABM Buying Committee Diagram
  • ABM Content Plan Worksheet
  • ABM Key Account Planning Canvas
  • ABM Platform Evaluation Matrix
  • ABM Campaign Planning Tool
  • ABM Program Metrics Dashboard

AMA Marketer’s Toolkits

This playbook is just a piece of our AMA Marketer’s Toolkits. There are hundreds of individual tools, templates and dashboards that can be used alone or as part of a larger strategy. They’re easy to use and built to enhance your decision-making skills.

View the Entire Library

This playbook is powered by Demand Metric.

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]]> 100426 Influencer Marketing Playbook https://www.ama.org/toolkits/influencer-marketing-playbook/ Fri, 02 Sep 2022 14:38:11 +0000 https://www.ama.org/?post_type=ama_toolkit&p=106013 Build a Plan. Measure Impact. Stay Compliant. The world of influencer marketing can be tough to navigate. That’s why the Influencer Marketing Playbook is built to give you a step-by-step framework and easily editable tools to build a plan that fits into your overall marketing strategy. Includes 15 Tools and Templates This playbook includes access […]

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Build a Plan. Measure Impact. Stay Compliant.

The world of influencer marketing can be tough to navigate. That’s why the Influencer Marketing Playbook is built to give you a step-by-step framework and easily editable tools to build a plan that fits into your overall marketing strategy.

Get Full Access to This Playbook With AMA Membership

MEMBER LOGIN
EXPLORE MEMBERSHIP

Includes 15 Tools and Templates

This playbook includes access to customizable tools and templates from our popular AMA Marketer’s Toolkits including:

  • Influencer Marketing Goals & Objectives Template
  • Risk Identification and Mitigation Template
  • Business Case Template
  • Influencer Marketing Service Provider RFP Template
  • Influencer Marketing Platform Comparison Template
  • Campaign Plan and Timeline
  • FTC Disclosure Due Diligence Checklist
  • Creative Brief Template
  • Influencer Marketing Campaign Budget Template
  • Influencer Usage Database
  • Influencer Comparison and Selection Tool
  • Influencer Verification and Fraud-Checklist
  • Influencer Contract Checklist
  • Influencer Marketing Campaign Metrics Dashboard

AMA Marketer’s Toolkits

This playbook is just a piece of our AMA Marketer’s Toolkits. There are 100+ individual tools, templates and dashboards that can be used alone or as part of a larger strategy. They’re easy to use and built to enhance your decision-making skills.

View the Entire Library

This playbook is powered by Demand Metric.

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]]> 106013 Qualified Lead Definition Tool https://www.ama.org/toolkits/qualified-lead-definition-tool/ Fri, 26 Mar 2021 15:39:17 +0000 https://ama-preprod.go-vip.co/?post_type=ama_toolkit&p=66578 A worksheet to help sales & marketing departments align on their definition of a qualified lead. Estimated time required: 2 hours Skills required: Meeting facilitation This tool is powered by Demand Metric.

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A worksheet to help sales & marketing departments align on their definition of a qualified lead.

  • Estimated time required: 2 hours
  • Skills required: Meeting facilitation

Get Full Access to This Resource With AMA Membership

MEMBER LOGIN
EXPLORE MEMBERSHIP
Market Research Playbook

Market Research Playbook

This tool can be used alone, but it’s also part of the comprehensive Market Research Playbook. It provides step-by-step planning guidance while also helping you utilize more than 25 downloadable tools from the popular AMA Marketer’s Toolkit library.

View PLAYBOOK

This tool is powered by Demand Metric.

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]]> 79745 Advertising Calendar and Budget Template https://www.ama.org/toolkits/advertising-calendar-and-budget-template/ Thu, 08 Apr 2021 15:51:27 +0000 https://ama-preprod.go-vip.co/?post_type=ama_toolkit&p=66568 Use this to organize your advertising campaigns. Track media types, due dates and budget information. Estimated time required: 2 hours Skills required: Microsoft Excel (advanced) This tool is powered by Demand Metric.

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Use this to organize your advertising campaigns. Track media types, due dates and budget information.

  • Estimated time required: 2 hours
  • Skills required: Microsoft Excel (advanced)

Get Full Access to This Resource With AMA Membership

MEMBER LOGIN
EXPLORE MEMBERSHIP

Marketing Communications Playbook

This tool can be used alone, but it’s also part of the comprehensive Marketing Communications Playbook. It provides step-by-step planning guidance while also helping you utilize more than 30 downloadable tools from the popular AMA Marketer’s Toolkit library.

View PLAYBOOK

This tool is powered by Demand Metric.

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