FUSIONb2b Blog

Marketing plans come in a number of “shapes and sizes”, from a detailed strategic marketing plan with extensive market segmentation and competitive intelligence, to an annual tactical plan with budgets and calendars, to a plan in support of a new product launch. One of the most basic types of marketing plans is a checklist that identifies a broad range of elements or steps required for typical marketing initiatives.

A given marketing program may range in complexity, budget and requirements. Different markets and products likely require vastly different marketing strategies and tactics. So a Marketing Planning Checklist should allow for a range of marketing scenarios. This planning checklist is based on a typical business-to-business (B2B) marketing scenario.

BACKGROUND

1. Company or brand
   • Historical sales, margins, volume
   • Economic drivers (macro)
   • SWOT analysis
2. Customer targets
   • Demographics (decision makers)
   • Market segments
   • Channels
   • Sales process (incl. cycle)
3. Competitors
   • Market share
   • Branding/positioning
   • Key marketing initiatives
4. Prior Marketing Programs and Results
   • Sales
   • Inquiries/sales leads/new customers
   • Website traffic statistics
   • Other measures

OBJECTIVES (quantify)

1. Sales (Revenue, Volume, Margin)
2. Market share
3. Other measures

STRATEGIES

1. How to achieve objectives, not specific tactics
   • New products
   • New markets
   • Promotions
   • New Programs
   • Customer initiatives

TACTICS

1. Branding
   • Re-branding
   • Naming
   • Identity
   • Sub-branding, trademark registration, identity standards
2. Internet
   • Website development, re-development, microsites, landing pages
   • Search engine optimization (SEO), search engine marketing (SEM)
   • Social media (profiles, followers, blog and forum posts)
   • Email campaigns (landing pages, registration forms)
   • Webcasts, webinars, web conferences
3. Advertising
   • Media (research, planning, placement, traffic)
   • Print (trade publications)
   • Online (banners, directories, Google AdWords)
   • Broadcast (TV, radio)
4. Publicity
   • News releases
   • Press list
   • Press kit
   • Press events
   • Article (writing and placement)
   • Media relations
   • Distribution (internet, wire service)
5. Sales Promotion
   • Programs
   • Training
   • Contests, coupons, sweepstakes
6. Collateral
   • Brochures, product sheets, flyers
   • Catalogs, manuals, instructions, installation
   • Educational pieces (white papers, guides, how-tos)
7. Trade shows and Events (national, international, regional shows, dealer open houses)
   • Exhibit design
   • Booth graphics
   • Pre-show promotion
8. Channel marketing
   • Dealer or distributor programs
   • Promotions
   • Merchandising support, POP, packaging
   • Training programs
   • Launch kits
   • MDF and Co-Op programs
9. Direct marketing
   • Direct mail
   • Database marketing
   • List procurement, email, webcasts
10. Photography and video (supports all tactics above)

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B2B, checklist, Marketing, planning, strategy