Access our Free B2B Marketing Templates
Are you building a B2B marketing plan and need a way to structure your thoughts? Look no further. Access our free marketing plan templates below, fill them in, then print a copy.
For more detailed planning resources, access our full end-to-end marketing plan template or accompanying B2B marketing planning guide.
1. The Marketing Strategy Canvas
Marketing strategy is about making choices. The opposite to the choice you make is not a bad option, it’s just not the right option for your business.
Use our Strategy Canvas to document the choices you are making and why. Just walk through the series of questions that define what you want to happen and how. At each step, force yourself to think deeply and make trade-offs. Avoid the trap of creating a strategy that wants to ‘achieve growth’ by ‘selling more’!
What is the winning aspiration (ultimate goal) of this strategy (think market position, customer outcome, or industry transformation)?
What is the primary market? Which types of clients or segments are targeted, and where are they found? Which markets, segments, or clients are excluded?
What unique or differentiated value can be delivered to these customers? Why would clients choose us over alternatives.
What products or services are central to this strategy? If they don't yet exist, how will they be developed and brought to market.
How will potential clients be reached. What type of relationship will be built and what partners or third parties are essential to success?
What must we be good at to deliver the strategy? What resources (people, assets, technology, funding) will be required?
What are the primary sources of revenue under this strategy? How will value be captured (pricing / monetization) and profitable growth delivered?
Which strategic goals relate to this strategy? Have we defined the KPIs to determine both success and progress towards success?
How is this strategy categorized? Where does this strategy fit on the matrix of new/existing market and new/existing product?
“I used to waste hours copying and re-formatting plans from spreadsheets, slides, and project management boards. Now they're in one place and updated with actual results that are easily shared”
2. Marketing Program and Campaign Template
Marketing programs or campaigns are the collections of activity that aim to achieve specific marketing outcomes. They should document the audience you are targeting, the differentiated value you can bring, and the channels you will use to reach them.
Marketing programs or campaigns are usually time bound and have measurable outcomes such as pipeline (or potential business) you expect to generate. By specifying the average deal size and the rate at which leads convert into deals in your funnel, it is also possible to calculate the leads the program should generate.
A short description of what the program is for.
Who will the program target.
What is the value you have to offer your audience. How is it differentiated from competitors.
How will you communicate and engage with your audience.
Program Schedule
How much potential business will this program generate
How much is each new deal created worth on average.
At what rate will leads be converted into opportunities or deals.
Leads Required
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3. One-Page Marketing Plan Outline
Download our free one-page, simple marketing plan template to document and capture your plan at a high level. It includes the objectives of your marketing plan, the strategic choices you have made, and how those will be achieved with the allocation of available resources.
Follow the marketing planning guide on this website and answer the questions posed below.
- What is the overall revenue objective for this plan?
- What is the current baseline, and what is the gap to close?
- Which strategies will you pursue to close the gap?
- Which programs and campaigns support each strategy?
- What budget is allocated, and to what?
- How will results be tracked, and by whom?