The following diagram illustrates the critical components of the marketing foundation and how that foundation provides the base for all of the marketing programs you may want to execute.

Marketing Plan Framework - 8 Step Process

Lay the Foundation

Before you can determine what your marketing strategy is, you need to understand your vision and goals. All marketing activities will be chosen based on whether they will achieve one or more of your goals. When you have a clear understanding about what you are trying to accomplish with your business, you can then determine how you will get there.

Now you need to look at the market and analyze whether the market you wish to serve wants what you can provide. You should sit back and think about your business and determine your focus. By evaluating your business from the perspective of client need, you will be able to focus your efforts on initiatives that are key to the success of your business.

Understanding your competition from both a business and marketing perspective helps you determine how you are different from them. Your marketing plan should emphasize how you are different so that you stand out from the crowd. This differentiation will be the basis of your core marketing message.

Identify Your Brand

Your brand is the image you wish to portray to the world and is one of your company’s most valuable assets. It communicates your corporate personality and shapes the internal and external clients’ perceptions of who you are as well as the expectations and promises you extend to your customers in terms of quality, service, reliability and trustworthiness. A strong brand helps the audience differentiate you from your competitors and can positively influence their purchasing decisions, directly impacting your profitability

Also, identify your personal brand. If you are an independent professional or partner in a service business, you are your brand.

Identify Your Marketing Strategy and Budget

The marketing strategy outlines your plan of action to achieve your marketing goals. It is how you take advantage of the various marketing activities to build awareness and educate your prospects. If one of your marketing goals is to double traffic to your web site, what activities will you use to drive more traffic to your web site and in what timeframe and with what budget? Think through each of your marketing goals and identify the key activities that will help you achieve success.

Create Your Sales Tools

Your sales tools are the last activity you should undertake before you launch your marketing campaigns. Until you know what types of marketing you will do, you don’t know what materials you will need to support them. Using the brand identity and messages developed earlier, combine them to create the sales tools that help you communicate with your target audience. A good first impression makes selling that much easier, and a consistent set of materials – Web site, brochures, newsletters, advertisements, business cards and other materials – with a strong identity and a compelling, powerful and enduring message, gets you noticed and remembered.

If you can do only one thing well because of budget or resource constraints, be sure your Web site is the best you can provide. It is most likely the first impression your prospect gets of your company, and how useful, informative, and simple it is to use will impact their decision to do business with you. I cannot stress this point enough – a bad Web site can ruin your entire marketing effort by turning away prospects before you even know they are there.

Build Upon the Foundation

Now you are ready to execute the plan. You have a roadmap for your business, a budget for your activities, and an understanding about how you will reach your prospects. By building your foundation first, all of your programs will be consistent, targeted, and more likely to succeed. You can be assured that no matter what type of programs you choose, you will consistently communicate your value to your prospects, raising your awareness, attracting ideal prospects, and increasing profitability.

The new year rings in the annual forecast of many topics, including B2B marketing spend. According to BtoB magazine’s “2008 Marketing Priorities and Plans” study, most B2B marketers (some 60%) plan to increase their 2008 marketing budgets – but fully 79% plan to increase their online marketing budgets. This number is up from 76% from 2007 predictions.

This really doesn’t surprise me. Online marketing activities are effective, can be targeted more extensively and can be more easily measured than most traditional marketing activities. That doesn’t mean you stop using other parts of the marketing mix. If something is working, keep doing it. If not, stop. That same philosophy includes online marketing activities as well.

Other key findings of the survey include:

• 62% said their primary goal in 2008 would be customer acquisition, 19% cited brand awareness and nearly 12% pointed to customer retention.
• Online will constitute more than one-third (nearly 34%) of marketing budgets in 2008, up from the nearly 27% cited for 2007.
• Areas where marketers said budgets would increase include website development (74%); email (70%); search engine marketing (64%); video (40%); webcasting (39%); banners (36%); sponsorships (30%); and social media (26%).
• Nearly 20% say they are using social media as part of the marketing mix: Among them, 53.8% use them for thought leadership, 40.4% use them for customer feedback, 31% for market research, 29% for advertising, 27% as a sales channel.

Another tactic that will see a spending boost in 2008 is event marketing, with 49.5% of marketers planning budget increases in this area. I’ve seen this trend with some of my clients, moving towards smaller, more focused conferences that provide the best venue for speaking with prospects. Sales people still see value in meeting people face to face and building relationships.

For more information on the survey:

• BtoB Magazine Online
• Marketing Charts

Knowing what you want your business to be in the long run (5 year vision is a good target) helps you keep an eye on the direction you sometimes get forced to take in order to make money. John Jantsch has an interesting post about What’s the picture of your business when it’s done? that keeping an eye on your vision. Is everything you are doing in your business helping you move toward your vision?

But once you have your vision, knowing what you want to achieve in the next 12 months helps you focus your marketing effort.

Ask yourself the following questions:

• What is your revenue goal for the year?
• How do you want your business to look at the end of the year?
• How many new clients you need?
• How many current clients you need to sell more to?
• What new services or products do you need to offer to achieve your business goals?

For example, you have a service that you sell for $1000. If you want to make $60,000 from this service in new business in 2008, you need 60 new clients over the year. Now break it into months and you need to close 5 new clients a month. Now your marketing plan can focus on getting you 5 clients or more a month, right?

Now let’s determine what will that take. How many prospects do you need to have in order to close 5 new clients a month? 10? 20? 50? Look at your history – for every 10 prospects, how many do you close? If you are not closing many, take a look at your:

• Target market – are you trying to sell to everyone and anyone? Have you selected your target and focused on your ideal client?
• Marketing messages – are you not communicating your value appropriately?
• Marketing strategy – are you wasting money on inconsistent activities that are not focused on your ideal client? If you know your ideal client, you should be able to figure out how to reach them with what marketing activities.

From this effort, you should be able to come up with what you need to do and how much it will cost. Lay it all out in a spread sheet in at least a quarterly format (revenue goals, marketing activities with associated marketing budget by quarter), and there you have it – a simple marketing plan.

Now do the same thing with revenue from current clients. What is your strategy to upsell current clients?

By breaking your marketing planning process into smaller pieces, you have a more manageable marketing task ahead of you. Even if the plan is simple, it will help you focus your efforts and know what it really is going to take to achieve your goals.