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B2B marketing Plan for Small Business

Step One – Have a Written Marketing Plan

An already well written small business marketing plan will allow you to follow the rules of your marketing strategy and techniques that you set for the success of your business. Include following parameters to measure success and evaluate changes necessary to meet your marketing goal and objectives.

  • It helps elucidate the reasonableness & viability of your marketing plans
  • It is a prudent way to consider all options before you invest your money
  • It is the road map of how you will achieve and measure marketing success


Step Two – Define Your Target Audience

  • Do not assume everyone could be your customer
  • Identify your target audience as narrowly as possible
  • Develop one or more marketing personas of the people who actually purchase your products/services


Step Three – Gather Important Data

  • Realistically evaluate your company strengths & weaknesses
  • Identify any new or expanded product/service or market opportunities for your business
  • Assess your key competitors marketing materials, perform competitor website audits and marketing positions
  • Research current industry trends that will or may impact your business


Step Four - Define Customer Business Problems

  • Short, medium and long term issues
  • Formulate client problems from a customer centric marketing prospective


Step Five - Outline Client Solutions

  • Short, medium and long term customer solutions your firm can offer
  • Formulate marketing solutions from a customer centric marketing prospective


Step Six - Create Customer Centric Communications Messages

  • Why your company is best suited to provide a particular business solution
  • Your customer centric solution/benefits
  • Develop benefit claims from a customer centric point of view
  • Craft your product/service benefits
  • Create a unique selling proposition that differentiates you from your competitors


Step Seven - Provide Specific Marketing Recommendations

  • Strategic marketing recommendations both, short and long term
  • Tactical recommendations for immediate marketing action items
  • Assessment of marketing distribution methods e.g.,(trade advertising, direct mail, email marketing, telemarketing, etc.)
  • Develop customer centric promotional offers - offers that benefit your customers’ first not you
  • Outline a timetable of specific marketing activities


Step Eight - Establish Realistic Marketing Goals 

  • Set your sales goal
  • Set your profit goal
  • Set a realistic and affordable marketing budget that allows you to market your small business everyday
  • Calculate & state your projected return-on-investment

Step Nine – Set Up a Marketing Benchmark Analysis

  • B2B Marketing Campaign Analysis
  • Monitor your progress monthly verses your plan
  • Review your marketing plan every six months to consider adjustments, if necessary