Marketing planTemplate for B2B Irish technology

companies

Summary and current situation

About

Current revenue sources

Current trends

Trends

Market Review

What customers think

SWOT Analysis

Strengths

internal

Weaknesses

internal

Opportunities

external

Threats

external

Competitor analysis

Competitors

Competitor name SWOTStrengths Weaknesses

Opportunities Threats

Competitor name SWOTStrengths Weaknesses

Opportunities Threats

Marketing Objectives

Objectives

Target Market

Target market

Sectors Company size Geographical regions Countries Partners

Job titles by sector

Marketing Communications Plan

Contents Target market Key messages Objectives Tactics

Via sector Collateral PR Website Social Media Events Direct Marketing Advertising

External partners/agencies (eg Enterprise Ireland) Budget

Key messages

General

Xx years’ experience Why are you the right company to solve the

problem for your customer base

Sector 1 key messages

Name clients in this sector

Sector 2 key messages

Name clients in this sector

Objectives

Marketing tactics within sectors

Sector 1

Sector 1 – information we need

Names and email

Sector 2

Sector 2 – information we need

Names and email

Collateral

Brochures

Existing Name name

To be created Name name

Case studies

Existing Name

In draft name

Proposed name

PR

Press Releases

Thought leadership

Analysts? Who would be good to get on your side that

would be responsible for influencing the industry as a whole

Website

Website

Social Media

Social Media

Set up Facebook Twitter Google Plus LinkedIn company

Managed via Hootsuite Needs to be monitored daily

Events

Events

Events

Direct Marketing

Direct Marketing

5 to 6 times annually newsletter Target all sectors Include customers

Sector 1 Name and possible dates

Sector 2 Name and possible dates

Customer campaign Name and possible dates – email campaign to

current customers to tell them what else you have available

Advertising

Advertising

Where and costs associated with it Print? Online?

Action Plan

Action plan

Budget

Budget

Use excel spreadsheet and put in here

Aisling Foley MarketingB2B marketing consultant for Irish

technology companies

www.aislingfoley.com

+353 87 918 2986