The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy

A. Marketing Plan Outline

Here is a sample outline of a corporate marketing plan that is helpful in structuring the contents of your annual marketing plan. There is no one right way to create a marketing plan, but there are plenty of wrong ways if you don’t consult the data, past results, and feedback from other people. Make sure your plan is based on what you learned from the previous year’s results so that your data is driving solid decisions for future activities. This marketing plan outline should look familiar, because it covers everything you’ve learned in this book:

1. Executive Summary

2. Situation Analysis

a. Corporate Goals

b. Company SWOT Analysis

c. Competitive SWOT Analyses

d. Target Markets and Accounts

e. Target Buyers, Users, ...