Are you a B2B business operating in the industrial or manufacturing sectors?  Are you looking for a way to grow your business in 2024? Do you want to attract more B2B leads, convert more customers, and increase your revenue?  

If so, you need a B2B Marketing Plan Template that is tailored to your specific needs, goals, and challenges. Helping you define your target market, value proposition, marketing mix, budget, and expected results. A B2B Marketing Plan Template also helps you monitor and evaluate your marketing performance and adjust as needed. 

But creating a B2B Marketing Plan Template can be a scary task, especially if you don’t have the time, resources, or expertise to do it yourself. That’s why you should consider speaking with a B2B marketing and lead generation agency that specialises in the manufacturing, engineering, and industrial sectors. Ideally, one that has a proven process and a team of experts that can help you create and implement a marketing plan that works for you.  

They should be able to help you with your: 

• B2B digital marketing and inbound lead generation, which may include your website design, content marketing, email marketing, social media marketing, improving your website rankings and increasing targeted traffic organically from the search engines improving your website rankings (search engine optimisation), and from paid sources too. 
• B2B outbound lead generation, including utilising LinkedIn marketing effectively, telemarketing, direct mail, and events. 
• B2B inbound lead generation, including white papers, case studies, and landing pages. 
• B2B nurturing and follow-up, including CRM integration, lead scoring, lead management, and sales enablement. 
• B2B conversion and retention, including customer satisfaction, loyalty, and referral programs.

If you plan and implement correctly you will benefit from a customised B2B Marketing Plan Template that underpins your business objectives, and budget and helps you to grow your market share. 

If you opt for a done-for-you implementation service, from a proven, specialist agency you will typically benefit from a dedicated account manager and a team of specialists that will handle a variety of skilled marketing activities for you. 

Suppose the B2B agencies are as good as they say they are. In that case, they should offer a money-back guarantee, a data-driven approach that tracks and measures the results of your marketing campaigns and provides you with regular reports and feedback, and a long-term partnership that will help you grow your business and achieve your goals. 

Introduction 

• Highlight the main goals and objectives of your business, such as increasing brand awareness, generating leads, converting customers, and growing revenue. 
• Summarise the key strategies and tactics that will be used to achieve the goals and objectives.  For inspiration check out The Business Propeller System here 

Situation Analysis 

• Conduct a SWOT analysis, identifying strengths, weaknesses, opportunities, and threats. Develop a plan to leverage your strengths to seize the most favourable opportunities, reduce the threats and strengthen any weaknesses.  
• Analyse the external macro environment, such as the market size, trends, competition, customer needs, and regulations. 
• Analyse the internal market environment, such as the current marketing performance, resources, capabilities, and challenges. 
• Identify the gaps and issues that need to be addressed, formulate an action plan with SMART objectives (Specific, Measurable, Achievable, Relevant, and Time-bound) and ensure the plan is properly resourced with clear KPIs and accountabilities.  

Target Market and Customer Segmentation 

• Define the target market and customer segments, based on your strengths and criteria such as industry, size, location, needs, pain points, and goals. You are looking for more key accounts. 
• Describe the characteristics, behaviours, and preferences of your top customers currently 
• Explain how your business can provide value and solutions, and why your existing customers use you over the competition. Convert this messaging into a multi-touchpoint multimedia campaign. 
• Estimate the market potential and growth opportunities for each segment and prioritise them. 

Marketing Strategy and Mix 

• Specify the marketing objectives, such as increasing awareness, engagement, leads, conversions, retention, and loyalty. 
• Outline the most appropriate marketing mix elements, such as product, price, place, and promotion. 
• Explain how the marketing mix elements will be aligned with the customer journey and the sales funnel and weave these into the nurturing narrative. 

Budget and Financial Projections 

• Estimate the budget and financial projections for the marketing plan, based on the expected costs and returns of each marketing activity. Consider the lifetime value of a top customer, the average annual value of your existing customers and the average order value of a correctly targeted customer 
• Allocate the budget and resources across the channels according to their priority and impact. 
• Calculate the financial metrics and indicators, such as return on investment (ROI), cost per lead (CPL), cost per acquisition (CPA), customer lifetime value (CLV), etc. 
• Compare the projected results with the current and historical data and identify the areas of improvement and optimisation. 
• Ensure your budget gives the campaign enough time to find, educate, nurture and convert new customers. Typically, 4-6 months with B2B 

Implementation and Evaluation 

• Develop an action plan and a timeline for the implementation of the marketing plan, specifying the actions, roles and responsibilities, to make it a success. 
• Define the key performance indicators (KPIs) and the measurement tools and methods that will be used to evaluate the effectiveness and efficiency of the marketing plan. Consider both inputs and outputs. 
• Establish the feedback and reporting mechanisms. If you are using a specialist agency you should expect live reporting, monthly reviews and activity reports with recommendations for improvements. 
• Identify the potential risks and challenges that may arise during the implementation and evaluation of the marketing plan. 
• Review and optimise your conversion processes. Split test headlines, landing pages, Ad Headlines and email sales copy. 

Conclusion 

• Summarise the main points and findings of the marketing plan. 
• Emphasise the benefits and value proposition of your business for its target market and customer segments. 
• Provide recommendations and suggestions for the improvement and refinement of the marketing plan. 

If you are interested in learning more about how Stratique can help you create a marketing plan for 2024, please contact us today. We would love to hear from you and discuss your business growth goals. 😊