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Why B2B marketers should create a documented marketing plan

B2B marketing professionals with a documented marketing plan often experience overall satisfaction with a company's marketing team. According to a recent report from Marketo published by MarketingProfs​, 77 percent of respondents were extremely satisfied with their marketing departments—those teams had a documented plan. Additionally, MarketingProfs reported that those with documented plans and an automated software programs send emails more frequently.This data is based off a survey of 493 B2B marketing professionals. 

It is best to begin with a base plan, Ad Age suggests, but to adjust the strategy monthly or quarterly. Companies who reassess their plans are more agile and adapt better to the changing marketplace.

When constructing a plan, it's vital for B2B marketers to consider the opinions of employees in the sales, customer service and product development departments, as well as business partners, clients and other constituents. Ad Age recommends creating a plan that sparks conversations instead of one-way communications.

With the rise of digital marketing, a plan should incorporate SEO strategies, which include utilizing search terms related to your services. Adage suggests regularly assessing the marketing plan, so B2B professionals can address potential and current opportunities and threats.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.