About Creating a B2B Marketing Plan
This course gives you the practical skills to build a B2B marketing plan that actually gets implemented, not just approved and shelved. It covers everything from initial market analysis through to structuring the plan, defining strategy, building the right marketing mix, and controlling execution once it's underway.
You'll start by learning how to structure a marketing plan and align it with corporate strategy, then move into understanding your market, customers, and decision-makers. From there, the course covers analysing competitors and defining your strategic targets, building a marketing mix that delivers real value propositions, and finishing with how to implement, support, and control the plan once it's live.
By the end, you'll be able to construct a complete written marketing plan, gain stakeholder buy-in, and lead your team through successful implementation.
Expected Outcomes
The course is structured around five stages — from planning the structure through to implementation and control — so each skill builds toward a complete, usable marketing plan. By the end, you'll be able to:
- Structure a marketing plan and align it with your organisation's corporate strategy
- Understand your market, customers, and decision-making process
- Analyse competitors and define strategic marketing objectives and targets
- Build a marketing mix that creates genuine differential advantage
- Construct clear messaging and communications that win on value, not price
- Support intermediaries and align sales activities with your marketing strategy
- Implement, monitor, and control the plan, with contingency planning built in
Training Method
The course begins with understanding how to structure and develop a marketing plan, including how to align it with corporate strategy and brand positioning. It then moves into understanding your market and customers, covering stakeholder relationships, market insight, and decision-making processes.
From there, you'll analyse competitors and define your strategic objectives and target groups, before building the marketing mix needed to deliver strong value propositions and effective messaging. The course closes with practical guidance on supporting intermediaries, scheduling, budgeting, and controlling the plan once it's implemented. Throughout, you'll work through presentations, real-world case studies, interactive exercises, and video content showcasing successful B2B strategies, so you leave with a plan structure ready to apply directly to your own business.
