Guides and Templates

B2B inbound marketing workbook

Follow 7 key inbound marketing tasks in this workbook to create your inbound B2B marketing plan

How will this B2B inbound marketing workbook help me and my business?

Inbound Marketing, and the closely related technique of content marketing, are an essential part of supporting the B2B marketing and sales funnel.  We all know we should be practicing inbound marketing, we are all most likely doing it already, but you may not have a clearly defined plan from top to bottom.

The aim of this workbook is to provide B2B marketers with a framework to structure your inbound and content marketing campaign plans based on a series of tasks, with easy to follow advice and editable templates.

What does the B2B inbound marketing workbook cover?

The workbook is structured around a series of seven tasks or steps that are activities to work on to create and implement a B2B Inbound or Content Marketing Plan.

The templates have been created with a B2B focus but can still be used for B2C marketers.

To make it easier for you to apply these templates, each one is worked through with an example. The examples are for a fictitious company - “Luxury London Events” - a London-based venue looking to sell its event spaces to the corporate market: meeting rooms, conferences and events. There is also a blank template for each of the 7 tasks so you can edit them for your own business, either in a Word or Excel format.

How is the workbook structured?

  • Step 1: Define the Opportunity: Situation, Goals and SMART Objectives
  • Step 2: Define Personas, Keyphrases, Buyer Journey and Pain Points
  • Step 3: Content Mapping: Aligning content assets to the Sales Funnel
  • Step 4: Budget (link to goals and objectives worksheet)
  • Step 5: Create Editorial Schedule
  • Step 6: Promotional Plan or ‘Content Distribution’
  • Step 7: Implementation

Resource Details

  • Authors: Jill Quick and Amelia Cooper, Smart Insights
  • Format: Downloadable and editable Microsoft Word document

About the authors

Jill Quick

Jill QuickJill Quick is a Digital Marketing Trainer and Consultant at Quick Marketing and co founder of The Coloring in Department.  A candid and experienced  marketer who loves to teach you not just how to “get” digital marketing in theory, but how to actually DO it.


Amelia Cooper

Image of Amelia smiling

Amelia Cooper is Head of Content at Smart Insights. She is responsible for managing the paid member content library and e-learning resources, as well as strategic planning to ensure customers get the most from their memberships. She is a University of Southampton and the Chartered Institute of Marketing graduate with over 8 years’ experience in digital marketing, specializing in content marketing.

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