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As complicated as B2B marketing can be – it’s easy to get caught up in different strategies, channels, campaigns, and tactics. Having a plan is the best way to keep things secure and structured. Whether your plan is meticulous, loose, or a combination of both, it’s good for keeping you on a focused path. Depending upon what market you are targeting, you will need a different mix of strategies and channels addressed in your marketing plan.
For B2B marketers, creating marketing plans is part of your job description. Your marketing plan dictates how your business runs as it helps develop content, timelines, etc. Developing content requires an understanding of your market’s demand.
Market demand informs what content customers want to read – and this is informed by what questions (or keywords) they are typing into the search engines. When you provide the content your customers are looking for, your business is more likely to grow.
10 B2B Marketing Plan Examples to Inspire You
Of course, knowing where to start with your marketing plan can be a challenge. To help you find some direction, we’ve rounded up 10 marketing plan examples to help you stay organized.
#1: One to One B2B by Peppers+Rogers Group
This simple B2B marketing plan focuses primarily on helping the reader develop content. By understanding the industry, marketers can create relevant content that flows well and makes sense. The useful PDF also goes through the differences between B2B marketing and B2C marketing. It also addresses customer relationships from a B2B standpoint. In essence, the One to One marketing plan takes market demand into account.
From this standpoint, it creates streamlined content development tools, practices, and plans. This is a strong template to copy if you want to create an executive summary for a client. But if you are looking to get into the nitty gritty of scheduling, developing, and publishing your content, you need a Content Calendar. And you’ll also probably need to run your site through a content audit first to see what content needs to fill your publishing queue.
You can read the two posts below for more help on either Content Calendars or Content Audits:
#2: Building an Email Marketing Strategy by Bronto
Developed by e-mail marketing consultant, Tamara Gielen, this plan is all about using email for marketing advantages. It focuses on creating a comprehensive plan that uses emails as primary market outreach.
Email marketing utilizes customer outreach as a way to create focused content as well as grow your customer base. Perfect for marketers and market executives, this plan is simple yet strategic.
It’s important to remember that different types of outreach follow different best practices. For instance, you wouldn’t send the same copy in an email as you would a LinkedIn message. For email outreach, however, we’ve done an extensive amount of testing on how to increase response rates and closed/won opportunities.
For actionable tips on how to increase your response rate in your email outreach, you can read this Moz post we wrote on how we improved our email response rates in our guest blogging outreach campaign.
#3: The Market Smart eBook by IntelligentHQ
The 4 Step Marketing Plan example is one of the simplest options. It breaks down the components of B2B marketing plans in an easy and concise way. The four components are:
- Define Where/How Company Will Compete
- Create Awareness/Leads
- Support Sales
- Obtain Loyal Customers
In addition, this plan provides ample examples of work and strategies. They take it a step further by showing how these strategies did or did not work, as well as how to execute plans at every stage of the funnel. The step-by-step design of this B2B marketing plan example makes it easy to understand for even novice marketers.
#4: Brainrider’s B2B Content Marketing Strategy Template
Detailed and easy to understand, this plan runs through B2B marketing basics. The plan provides a framework, or “skeleton” for marketers to use as a template for their own plans.
The plan runs through prioritizing objectives and articulating your business goals to customers. It also focuses on targeting your audience and finally creating content for them.
In short, this is another basic B2B marketing plan that is highly customizable. So long as you’ve got the framework, there’s no limit to what you can do with this one.
#5: Trew Marketing’s B2B Case Study Results
This marketing plan focuses on driving results and conversions. Of course, all marketing plans should have this goal in mind. This B2B marketing plan, however, offers a close-up look at how they have been driving results and conversions themselves. It is much more streamlined in terms of the B2B funnel.
Not only that, but the marketing for the actual service is based on the actual results. Most marketing campaigns based on this plan focus on leveraging their case studies in content promotion, site architecture, and outreach.
The plan ultimately runs through goals, strategy development, priorities, and action in a concise, tangible way. For goal-oriented thinkers and marketers, this plan is perfect for keeping your organized.
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#6: Business-to-Business Marketing Summary by SAGE
The digital marketing template focuses mainly on the top internet marketing strategies. The plan teaches readers to make a framework, communicate better, as well as many other skills that lend themselves to successful B2B marketing. The biggest advantage of this sample plan is that it is widely comprehensive. Different marketing strategy situations are explored. The most successful strategies are identified. In short, this b2b marketing plan example hits all the right spots.
#7: B2B Marketing Segmentation by Circle Research
Compiled and created by Circle Research, this plan is more of a “how to” that focuses on B2B market segmentation. It looks at case studies and different marketing plan approaches to inform new plans.
The plan also breaks down segmentation. It goes over why it’s done, why it isn’t done, and how to break your own target market down into smaller segments. The overall template offers an interesting look at B2B marketing plans through an interesting lens. Marketers can benefit from this slightly elevated approach.
#8: Single Statement Templates from CMI
It may sound minimalist but it’s a good way to stay focused. That’s right – single statement marketing plans are an actual thing.
Developed by Content Marketing Institute, single statement plans refer to creating an objective by creating a single, active, mission statement for your campaign. The statement should be one that hits all the points and goals of your company. It should say what you do, who you help, and why you help them.
Content Marketing Institute offers useful examples and templates for this plan. In a sort of “ad-lib” set up, marketers can fill in the blanks and create a statement that acts as a starting point for a marketing plan.
#9: The Why.Who.How Workbook from CMI
This is another find from Content Marketing Institute. Audience focus B2B marketing plans use your audience demographic to fuel content. The idea is to build a target audience with in-depth customer profiles. They should be focused to the point that each ICP (ideal customer profile) has a name, a job title, key concern, personality, interested, and age.
You can also give them a funnel position, the type of B2B needs they have, and what they care about in terms of metrics. The more your customer becomes a rounded persona, the more you can take action to serve them better. This template is part of a larger whole, but it is a great starting point.
#10: The Essential Data Driven Content Strategy from CMI
The last entry from Content Marketing Institute is Data Driven B2B marketing plans. Looking at your data is another way to craft your marketing plan. It’s a way of crafting the plan backwards by looking at the results of previous plans:
- You take the data you have compiled and study it.
- You see what worked and what did not.
- You see what B2B customers responded to, and what fell flat.
- You see who your content most reached, and where you could reach a bit more.
Data-driven B2B marketing plans are a way of fixing past mistakes to make stronger decisions moving forward. Reverse engineering your campaigns from where your previous strategies have converted users is a great way to start your strategy off on the right foot.
These 10 B2B marketing plan examples should help you come up with plans of your own. The success of your business hinges on how well you market it and its services. By studying these plans, you can stay organized, find focus, and begin creating plans that really work. If you are looking for more in-depth advice on how to build a B2B marketing plan, how to build your B2B marketing team, or what goes into developing a comprehensive search marketing strategy – check out our Complete Guide to B2B Marketing & Demand Generation.