{"id":120406,"date":"2019-03-14T16:00:36","date_gmt":"2019-03-14T16:00:36","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=120406"},"modified":"2019-03-20T09:25:37","modified_gmt":"2019-03-20T09:25:37","slug":"why-you-need-a-digital-marketing-plan-for-b2b","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/marketing-planning\/create-a-marketing-plan\/why-you-need-a-digital-marketing-plan-for-b2b\/","title":{"rendered":"How to create a B2B digital marketing plan"},"content":{"rendered":"

How to apply our RACE Planning Framework and SOSTAC\u00ae to a B2B digital marketing plan<\/h2>\n

We pride ourselves in giving you content that you can apply directly to your company \u2013 whether you\u2019re a burgeoning start-up trying to make your mark in a competitive market or an industry-leader taking your next step to global expansion. Our digital marketing plans are used by members from around the world in a wide variety of industries, which is why we\u2019ve created a new batch of example marketing plans. These example plans will show you how our RACE planning framework can apply to specific industries and help you to set attainable targets for your marketing activities.<\/p>\n

They combine two recognized methods of structuring digital marketing plans used throughout the Digital Strategy Toolkit<\/a> \u2013 Smart Insights\u2019 RACE Digital Marketing Planning\u2122 and PR Smith\u2019s SOSTAC\u00ae.<\/p>\n

Our first digital marketing plan example is for the B2B packaging industry!<\/p>\n

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\n \n B2B digital marketing plan example – packaging industry\n <\/a>\n <\/div>\n
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Download our Premium Resource \u2013 B2B digital marketing plan example \u2013 packaging industry<\/strong><\/p>\n

An example digital marketing plan that you can use to understand how a B2B company may use the SOSTAC\u00ae and RACE framework for long-term planning.<\/p>\n

Access the B2B digital marketing plan example – packaging industry<\/a><\/p>\n <\/div>\n <\/div><\/p>\n

So how do you create a B2B marketing plan?<\/p>\n

1. Situational Analysis<\/h3>\n

Firstly, any plan needs to start with a summary of your digital strategy. This makes it easy for managers and stakeholders to understand the short and long-term goals you are going to achieve with reading the full plan. Split these up into a matrix of RACE and against strategies, tactics, and KPIs, like in the example below.<\/p>\n

\"Situation<\/p>\n

Within your situation analysis, you also need to include internal and external analysis to fully understand the wider market you're operating in, your current market share and your current marketing channels and tactics to understand if you're harnessing their full potential - all summed up in a SWOT\/TOWS matrix. Remember to include in your situation analysis:<\/p>\n