Guides and Templates

B2B digital marketing plan example – startup company

An example digital marketing plan that you can use to see how the RACE framework can be applied to a startup company

How will this plan help me and my business?

Marketing plans can be extremely difficult if you're promoting a startup company. You're competing with many long-established brands with larger budgets than you have access to, meaning you need to make smart decisions on how to use your resources from day one. That's why we've written this example – so you can edit and adapt a finished digital marketing plan to your business, rather than writing one completely from scratch.

Although having fewer employees in your company means faster decision making, you also have fewer people to draw experience from and advise you. This digital marketing plan example uses a hypothetical startup in the toy industry and explains how it could increase and improve its marketing efforts. You'll see from the example how the RACE planning framework can be applied to the different B2B and B2C aspects of the startup, including low-budget opportunities available to connect with potential customers through social media and the blogosphere.

Who is this plan for?

This digital marketing plan example is aimed at marketing/digital marketing manager of a startup so they can decide the objectives, targets, and deadlines in their digital marketing strategy. Other senior stakeholders at the startup will benefit from reading the example as they will understand the scope and level of detail required in a comprehensive digital marketing plan.

Although this plan uses a hypothetical company in the toy industry, its structure and objectives can be adapted to a startup company in any industry. All statistical objectives are marked with Xs so you can input your company’s own targets.

How is the plan structured?

This plan contextualizes the example company’s position in the toy industry and compares it to its competitors before setting objectives and actions for each aspect of its digital marketing efforts. Its sections are:

  • Summary of integrated digital strategy (business background and internal analysis)
  • Opportunity from digital marketing (current performance and key issues)
  • Strategy to achieve objectives
  • Actions to implement digital strategy

Resource Details

  • Author: Sarah Cowman
  • Format: Example marketing plan (Word document)

About the author

Sarah Cowman

Sarah Cowman, Managing Director at The Yorkshire Marketing Agency, is an award-winning Chartered Marketer. Sarah holds over 10 years’ experience in implementing results-driven marketing and communications strategies, plans, and campaigns.

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