b2b business plan pdf

B2B Marketing Business Plan

B2B or business-to-business marketing is one of the strategic approaches that businesses incorporate in their operational activities. As technological innovation grows rampantly in this digital age, your company has to learn several more ways on how to tap new markets and get the loyalty of your current market hold. The processes involved in B2B marketing allow establishments and organizations to get a wider market reach and bigger lead generation. A B2B marketing plan can help you a lot if you want to ensure that all your action plans, strategies, and tactics are aligned with your vision.

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B2B Marketing Plan Template

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Not knowing anything about the development of a B2B marketing business plan should not be treated as a disadvantage. You can learn how to create one with the help of resources, references, and guides. For one, we have listed a number of B2B marketing business plan examples in PDF that you can use whenever you need help in developing both the content and format of your own document.

B2B Content Marketing for a Business Plan Example

B2B Content Marketing Business Plan Example

Complete B2B Marketing Business Plan and Guide Example

Why Is It Necessary to Have a B2B Marketing Business Plan?

Just by looking at the executive summary of a marketing plan , you should already have an idea on how the entire marketing business plan can potentially affect your operations—especially if it can cover all the key points of concern of the business about its marketing actions and activities. However, you still need to thoroughly review the entire marketing business plan to ensure that call-to-actions are realistic and attainable.

If you are tasked to develop a B2B marketing business plan, an executive summary is one of the last things that you need to create as you first need to be knowledgeable of all the areas of the document before you can summarize it accordingly. More so, you should also know the purpose of the B2B marketing business plan so you can be well-guided within its drafting phases. A few of the reasons why it is necessary for you to create and use a B2B marketing business plan are as follows:

• A B2B marketing business plan can help you properly focus on the milestones that you want to achieve. The definition of your success measures can help you prioritize call-to-actions that are essential for your growth and development. Moreover, this can make you more strategic and tactical when it comes to dealing with other businesses for your marketing needs, requests, and requirements.
• A B2B marketing plan can present an analysis of your current marketing condition. This can then be compared to the state where you would like to be within the marketplace in relation to relevance, presence, and visibility. Through this, you can ensure that any business-to-business marketing decisions that you will come up with are truly beneficial to your business.
• A B2B marketing plan allows you to answer relevant questions and look into existing concerns and issues. Giving commitment to your B2B marketing strategies and tactics with the help of a B2B marketing business plan can make it more efficient for you to communicate and connect with other businesses and your audience.

B2B Marketing: Revised Model of Marketing and Communications Effects Example

B2B Marketing Business Plan Example

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Project of a Marketing Plan for a B2B Company Example

Size: 166 KB

Thinking of Making a B2B Marketing Business Plan?

Business-to-business marketing allows one business to sell its offers to another business. In this manner, buyers or the businesses that will transact with one another can properly distinguish the profit potential of working with one another to achieve marketing goals. If you want to create a B2B marketing business plan that will set the direction of the entire transaction, here are some of the things that you should always remember:

• You have to keep in mind the B2B marketing gives importance to the creation and maintenance of professional relationships that are built from trust, credibility, and business interests. Hence, you have to value not only the integrity of your business but the goals and desires of your business partners as well. Whether you are a small establishment or a big corporation, you have to ensure that you will prioritize the business relationships that you have so you can set a strong foundation when implementing the B2B marketing business plan that you have developed.
• Know how to select your audience. There are different types of customers that you can acquire in B2B marketing processes. Knowing the market that you would like to target can help you develop strategies and action plans that will surely get their attention. Compared to a business-to-consumer transaction, you are actually not dealing with individuals but groups. As an example, a few of your target customers can be companies who need your products to develop theirs, government agencies, medical facilities, academic institutions, and wholesalers.
• Ensure that you will align your B2B marketing business plan with your annual marketing plan . It is essential for all your marketing documents to work together for a common goal. Lapses in objectives and plan application can weaken the activities and efforts that you will execute, so you have to ensure that your B2B marketing business plan is well-developed and incorporated in your other marketing planning documents.

B2B Digital Marketing Plan for a Micro Design Company Example

B2B Marketing and Branding Business Plan Example

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Factors That Can Affect B2B Marketing Business Plan Development

In comparison to a  nonprofit marketing plan , a B2B marketing business plan actually goes on the different route as it needs to provide sales leads and profitability to the business once the approved document is already up for implementation. Hence, the delivery of work actions and its application to business operations must be directly developed based on the needs and expectations of specific customers.

Once you have already decided to create a B2B marketing business plan, you have to remember that the process of developing this document is not the same when your focus in consumer marketing. Aside from having a smaller audience to focus on as the target market is very particular, there are also some factors that can affect the planning and development phases of the B2B marketing business plan. Here are some of the factors that you need to consider when drafting this document:

• The products, services, and offers that you can provide to other businesses for the B2B marketing transaction be realized
• The target businesses that you would like to work with especially those that are within the same industry where your business belongs
• The strategies and tactics that you will use to deliver your marketing and business message in a direct and straightforward manner
• The time frame in which B2B marketing activities will be implemented
• The promotional and advertising activities that you will use so you can get the attention of your target audience
• The pricing strategies and other financial concerns that you need to look into to for case revenue potential and value of returns
• The benefits that the transaction can provide to the businesses whom you will be working with within the entirety of the B2B marketing processes specified in the business plan

Digital Marketing Plan for a B2B Company Example

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B2B Marketing Business Plan Guide Example

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Tips in Making a Successful B2B Marketing Business Plan

Creating a B2B marketing business plan from scratch is not easy. However, there are some guidelines that will allow you to efficiently maximize your efforts and time when developing the specified document. Here are some tips that can help make an outstanding and effective marketing business plan:

• Understand the context of B2B marketing and identify the ways on how it can benefit your business.
• Ensure that your goals and objectives are measurable and time-bound so you can have an idea on how to develop steps that can help you achieve the things that you would like to get at the end of the transaction.
• Develop quality standards and metrics for evaluation that can help you evaluate the impacts and effects of the B2B marketing business plan to your business especially in terms of profitability.
• Review the document before signing it or sending it to the concerned entities who will evaluate the content of the B2B marketing business plan .

Use references like templates and examples so that it will be faster for you to come up with an effective and well-laid-out document. Download any of the examples that we have listed in this post and start making your own B2B marketing business plan.

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B2B Business Plan Template

Published Mar.22, 2014

Updated Sep.15, 2024

By: Shawn Jensen

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Table of Content

B2B Business plan for starting your own business

Dealing directly with customers is a hassle, right? Well, due to the integration of monetary chains and dependence of businesses on one another for manufacturing as well as services, the B2B businesses are getting high in demand.

If you also want to start a B2B business, you should do a little research, choose the areas in which you want to serve, make a business plan, and launch your startup. For you to understand how to make an accurate business plan, we are providing a B2B e-commerce business plan of a startup namely Networks.

While the business plan for investors developed for Networks can give you a detailed insight into B2B business, you should still consider hiring a professional for the purpose. It is because dealing with businesses involves complexities and strict adherence to principles with the agreements and contracts. A professional can take care of even the smallest details while making business plan B2B correctly.

Executive Summary

2.1 the business.

Networks will be owned by Max Clint. The business will be based in New York City which is considered the hub of businesses. The businesses will provide various services in the B2B niche including outsourcing, HR services, software services, and more. The business activities are expected to go beyond NYC because Clint aims at providing freelance services as well.

2.2 Management of B2B business

B2B business requires adherence to extremely strict standards and therefore, the management of B2B business can be a headache if you don’t follow a proper plan. Before entering the enterprise, you must make a proper B2B SaaS business plan that covers all the management aspects.

To help you, we will document the personnel plan and operational B2B business plan made for Networks. If you are getting a franchise you won’t be the all-in-all decision-making authority, and in that case, you will have to consult business plan for a franchise for an effective management plan.

2.3 Customers of B2B business

The customers as indicated in B2B e-commerce business plan of Networks are as follows:

• Small Businesses
• Established Enterprises
• Business Franchises

2.4 Business Target

The business targets of the Networks are given as follows in this B2B business plan sample:

• Increase the cost of our services by 3% after 3 years of the launch while retaining the customer base
• Earning a profit margin of more than $50k per month by the end of the first 6 years

Company Summary

3.1 company owner.

Max Clint, the owner of Networks, has worked as a business consultant for more than 5 years. He is known to be an expert in legal business matters and management.

3.2 Why the B2B business is being started

The B2B is started because of Clint’s experience and interest in the field. His qualification, co-curricular activities, and desire for excellence have driven him to start this business. 

3.3 How the B2B business will be started

Step1: Develop Business Plan for B2B sales

The first step to step into this business is to create a B2B business plan template. For that you should explore what is B2B startup and read some B2B business plan examples. In a B2B startup business plan you should include your strategic plan, financial plan, customer segments, and marketing analysis.

Step2: Create the Brand

Since many B2B businesses are already running in the United States. You have to come up with exclusive ideas and expertise to become renowned in the market. To create a brand image, you should have highly specialized employees and success stories.

Step3: Establish Web Presence

In the information age, services are searched for on the web rather than on paper. Therefore, you must ensure that your business comes in the top lists of searches. For that, you would need to hire SEO experts, a graphic designer, and a web developer.

Step4: Develop & Market

The last step is to establish your company’s physical presence and market your venture to reach a maximum number of customers.

Operational and Strategic Planning

Services of b2b business.

The service sector of B2B businesses is multi-faceted. Therefore, while developing your B2B SaaS business plan template you should specify which services you plan to provide. You can study many B2B business plan examples for the purpose and explore their B2B marketing strategies examples for each service they provide.

You can also see the services given in this B2B business plan sample. This B2B business plan was created for Networks by professional business plan writers after probing several B2B business plan templates.

• Doing Outsourced Tasks

Our major service will be doing outsourced tasks such as hiring and training the workforce, maintaining the equipment, and completing some parts of a larger project.

• Business Consultancy

We will provide legal advice and consultation to businesses that come to deal with other businesses. We will also help writing business plan documents and making due diligence template . Moreover, our consultation will also be educational as we plan to acquaint our partners with the latest trends such as type of due diligence in use.

• Software Services

We will also provide software services but only in the domain in which multiple businesses are connected via shared database and management software.

• Freelance Services

We will serve as the middle ground between clients and customers to provide B2B freelance services.

Marketing Analysis of B2B business

Excellent work.

excellent work, competent advice. Alex is very friendly, great communication. 100% I recommend CGS capital. Thank you so much for your hard work!

Your B2B business can end in loss if you fail to attract the community that was supposed to buy from you. To succeed in the purpose, you have to explore the market for which you are making B2B sales business plan. you have to see which services are in demand and how much competition exists for which service. All these details must be included in your marketing plan for B2B business. 

Today, carrying out a market analysis is easier due to the online presence of B2B businesses. You will have to maintain a web presence and thus your marketing plan for B2B business should be devised accordingly.

To gain an insight into marketing plan template B2B, you should visit B2B marketing portals. Some sites even offer free B2B website in usa. Moreover, you can also find free guidance on B2B marketing planning from blogs like this on marketing plan B2B example. 

5.1 Market Trends

The trends for B2B businesses are going great. It is reported that more than 50% of B2B buyers are millennials. The industry is currently estimated at 6.7 trillion dollars. Moreover, 35% of the already-established B2B businesses are expecting a significant rise in online sales in the next years.

The trends provided in this sample B2B marketing plan are general. And while developing your B2B marketing business plan you should study the trends specific to your area.

5.2 Marketing Segmentation

Identifying the groups of target customers help you determine a focused strategy in B2B marketing project to target them. For a B2B company, customers can belong to various niches therefore it will be good to also explore some more business plans such as mobile notary business plan pdf .

In this example B2B marketing plan, the customer segments identified by Networks are given as follows:

5.2.1 Small Businesses & Startups

Our biggest customers will be the small businesses that are especially newly established. New startups find it difficult to undertake all the tasks and recruit a huge workforce. Therefore, they rely on other businesses. In addition, due to a lack of trust in financial stability, they find it difficult to enter into long-term contracts with large enterprises. With our B2B services, they will be able to develop their businesses.

5.2.2 Established Enterprises

The second biggest category of our target customers includes established enterprises. They would require our services to deal with their business partners. Moreover, they will also seek our services to maintain a skilled workforce at all times.

5.2.3 Business Franchises

Business franchises would also need our services to get business plans and to do successful contracts.

5.2.4 Industries

Industries whose inputs and outputs are procured and transferred to enterprises will also need our B2B services to conduct their business affairs.

5.3 Business Target

• Increase our prices by 3% by the end of the first 6 years
• Maintain a CSAT score of 95+ from the very first month of our launch
• Maintain a Customer Retention Rate of more than 80% from the very first year of our launch

5.4 Product Pricing

The rates for our services are a little bit higher than our competitors. However, due to our competitive advantages, we still expect to get more customers than them.

Marketing Strategy of B2B business

While developing marketing strategy in B2B, you must keep in mind that this time you are not dealing with a man in the street, rather you will be dealing with experienced professionals. Therefore, your sales strategy and advertisement techniques should be devised accordingly. In this B2B marketing strategy example, we are providing the sales strategy of the Networks.

Clint spent a whole 3 months devising his strategy in his B2B marketing template. Some parts of his plan are mentioned here in this B2B marketing strategy template.

6.1 Competitive Analysis

• We are using the latest tech for all our tasks. For instance, we present digital cards to our business partners to leave the impression that at Networks, we are acquainted with all the latest products and trends.
• We have hired the most competent and talented business experts in the town.
• We have pursued regular training programs to keep our employees up to date.

6.2 Sales Strategy

For advertisement, the Networks will do the following:

• Advertising the business on social media and through newspapers and magazines
• Arranging meetups among the business CEOs and our sales executives to let our competitive aspects known
• Providing a 40% discount on all our services for the first month of the launch

For more ideas, you can see law firm business plan and judgement recovery business plan.

6.3 Sales Monthly

6.4 Sales Yearly

6.5 Sales Forecast

Personnel plan of B2B business

The success of a B2B business depends on the ability of its employees to conduct affairs. To ensure you hire the right people, you should devise a measurable criterion in your business plan for B2B. In your business plan B2B you can assign measurable values to experience, interpersonal skills, and qualifications to make sure the recruitment remains impartial 

In this B2B business plan template the list of staff of Networks along with their salaries is listed below: 

7.1 Company Staff

• 1 Co-Manager
• 1 Web Manager
• 1 Sales Executive
• 1 Software Manager
• 3 Business Consultants
• 1 Legal Advisor
• 2 Project Managers

7.2 Average Salary of Employees

Financial plan of b2b business.

The B2B business has great prospects in the earning domain. The business pays a lot due to immense opportunities arising out of increased dependency on other businesses for completing a task. The modern world works on the principles of efficiency and for greater efficiency outsourcing a part of one’s business is becoming a must.

Therefore, the business is sustainable as far as finances are concerned. However, to ensure long-term smooth monetary flows, you need a business plan for B2B sales. Since you will be spending a hefty amount on salaries and maintaining a skilled workforce at all times, you need to be careful about the b to b sales strategies. 

In this B2B sales plan template, we are providing the financial plan of Networks. In addition to the profit profile, if you also want to know what is B2B marketing and sales, you can refer to the sections written above.

8.1 Important Assumptions

8.2 break-even analysis.

8.3 Projected Profit and Loss

8.3.1 profit monthly.

8.3.2 Profit Yearly

8.3.3 Gross Margin Monthly

8.3.4 Gross Margin Yearly

8.4 Projected Cash Flow

8.5 Projected Balance Sheet

8.6 business ratios.

• What is the B2B business plan?

A B2B business plan is a detailed document that explains the major aspects of your business, how you plan to start and run it, and where and how much you intend to spend to ensure long-term sustainability.

To get a better idea of what a B2B business plan template is, you should study some B2B business plan examples. For a generic idea, this B2B business plan sample is also good to go.

• What are the 4 types of B2B?

The 4 types of B2B markets are: 

• Institutions 

Download B2B Business Plan Template From Here

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Your B2B Marketing Plan for 2024 (incl. Template)

16 february 2024 by jessie taylor.

There's plenty of resources out there for creating B2C and D2C marketing plans, but B2B companies seem to get left high and dry.

B2B companies, especially those in SaaS and tech like Leadfeeder , face different challenges and have different goals. You have to consider how your target audience and industry impact what marketing strategies are effective for your business.

So, we're going to share the process we're using to design our 2024 marketing plan. I hope this step-by-step guide (and marketing plan template!) will help you start the new year off right.

Note: Leadfeeder is the lead generation tool you've been dreaming of. Sign up for a free trial and start finding hidden, high-quality leads today.

Why do you need to create an updated B2B marketing plan?

Marketing is always evolving.

The strategies and tools you used this year might not help you get ahead next year. Even if the core tenets of marketing are the same (think lead generation , SEO, paid ads, and content marketing), the strategies and martech tools you use to implement a successful strategy may have.

When you think back, COVID-19 completely changed how many companies worked, who they hired, what goals they focused on, and even their revenue.

As a B2B company, it's crucial to be ready to adapt to whatever is going on in the world.

For example, with Leadfeeder by Dealfront, we use IP addresses to identify the companies visiting your site . During the pandemic, we had to change the way we track companies to make sure we were still accurate.

Other companies have changed the platforms they use, the ads they create, even the type of content they publish.

It's not a whole new world, but things have definitely changed.

To be successful, your 2024 marketing plan needs to match the new reality. Here's a five-step guide to get it right.

5 steps to create an updated B2B marketing plan 

B2B companies struggle to generate more leads, find effective marketing strategies and improve conversion rates . A well-planned marketing strategy can help you overcome those challenges.

Not sure where to start with your 2024 B2B marketing plan? This five-step guide will get you started. 

1. Examine your past marketing success and failures

Before you set goals for next year, consider what worked last year. Did your email marketing strategy kill it? Was your new lead generation tool a flop? Are paid ads spending more than they're bringing in?

You can also use tools like Leadfeeder (and obviously Google Analytics) to see what content your website visitors spent time-consuming vs. quickly bounced from. Hotjar could be another neat element to bring in to literally see where people hung out on the site.

I'm going to be honest — this step can be lengthy, but it's crucial to avoid wasting time and resources on strategies that don't work.

Review each segment of your marketing strategies and answer these questions:

What was the goal of this strategy?

Did we meet those goals? Why or why not?

What tools did we use? Did they meet our needs?

What can we improve? (Or, should we scrap this strategy entirely?)

2. Pay attention to new and changing marketing trends in 2024

No one can predict the future, but paying attention to the current marketing landscape is crucial to designing an effective 2024 marketing plan.

Here are a few trends our team is paying attention to this coming year:

Automation : Automation is taking over the marketing world. While we don't suggest turning your entire marketing strategy over to the robots, there are areas it can help, such as marketing automation tools , automated bidding for paid ads, and automated integrations that push data from one tool to another.

Machine learning and AI : This is an exciting field that just keeps growing. Machine learning and AI allow algorithms to analyze a set of data or rules and use it to understand unrelated data. AI helps B2B companies understand our customers better, personalize our marketing, predict changes in the industry, and inform content creation.

Personalization : There's been a permanent shift towards personalized marketing efforts. More than half of all consumers say they will keep buying from a company that offers a personalized experience. Consider adding it to your marketing plan.

More (and better) content : B2B buyers read an average of 13 pieces of content before they decide to buy, so creating engaging content should still be a key part of your 2024 marketing plan.

SEO is still the reigning champ : Nope, SEO is not dead. In fact, Google is getting smarter and smarter. Pay attention to new SEO trends like natural language processing and passage ranking .

3. Review your buyer personas 

A good marketing plan is designed to move a specific customer through the buyer's journey. Do you know who your customers are?

At Leadfeeder, we actually have two main buyer personas — sales and marketing teams. We've found that most of our top customers derived from the marketing side, so we've adjusted our content and marketing strategies to focus on them.

And it's made a huge difference. We wouldn't have realized the shift if we hadn't taken the time to review our buyer personas and make sure we were targeting the right market.

4. Consider new marketing tools

There's a ton of marketing tools out there. (That might be an understatement.)

It's overwhelming, I know. Rather than trying all the new tools out there, take a look at your biggest challenges of the last year.

Where did you fall short? What took up most of your time? Where do you want to improve?

Then look for marketing and sales tools that specifically target those tasks.

For example, if finding leads is a problem, Leadfeeder can help. Using a small bit of code, we track who visits your site and show you how to reach out to them. It only takes a few minutes to set up and we have an awesome free trial .

Here's a peek at our dashboard, where you can see new leads, filter them by location, industry, etc., and view contact information:

Other tools we love include Pipedrive , a sales CRM and pipeline management tool, and Mailchimp, a killer email automation platform — we have an integration with both of these tools .

The point is to find marketing tools that solve problems for you, not just ones that pay for the most ads on LinkedIn.

5. Outline short and long-term goals

Now it's time to lay out some goals. What do you want to accomplish in the next year? Does that goal align with the overall business goals of your c-suite? It's important to outline both short and long-term goals to keep yourself on track.

For example, your long-term goal might be to increase lead generation by 24 percent in the coming year, while your first-quarter goal might be to implement a new lead gen tool and increase leads by 15 percent.

Having both goals creates a framework to reach that larger goal.

We like to use the SMART framework for goal setting to ensure goals are clear and trackable.

B2B marketing plan template

After following the steps above, you should have most of the information needed to create your 2024 B2B marketing plan.

This checklist will help you create a usable document:

Success starts with a strong marketing plan

Creating a winning B2B marketing plan for 2024 is the key to growing your business in the new year. Yes, it can be time-consuming. But, investing the time now will ensure your team is ready to hit the ground running in January.

Note: Is lead generation part of your 2024 marketing plan? See how Leadfeeder can help you uncover hidden leads and turn them into customers. Sign up for your free 14-day trial today .

Jessie works in Content Marketing and Social Media for 6+ years and creates authentic, brand-led content that helps turn target audience into customers.

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