A marketing plan template for B2B services and consulting.
Agencies, consultancies and IT services firms that win a small number of large engagements through long sales cycles, referrals, thought leadership and events, then keep clients on retainers and renewals.
What you start with.
A starter strategy
Services growth, with goals you can edit.
- Win more of the right conversations
- Win more of the proposals we send
- Earn more referrals
- Renew and extend retainers
18 audiences
Labels for who you market to.
- Lookalike of best clients
- Senior leaders in target sectors
- Searchers for the problems we solve
- Case study and service page visitors, last 60 days
- Newsletter subscribers
- Event and webinar registrants
10 conversion events
The events your results are measured by.
- Consultation request
- Gated content download
- Event or webinar registration
- Marketing qualified lead
- First meeting held
- Sales qualified lead
9 objectives
- Thought leadership reach
- Qualified inquiries
- Event and webinar attendance
- Nurture to first meeting
- Proposal win rate
- Referral growth
- Retainer renewals
- Expansion into new service lines
2 starter plans
- Always-on services marketing: Thought leadership, events, nurture, inquiry capture, proposal support, renewals, reactivation and referrals running all year.
- Event or webinar series: Promote a series, fill it, follow up with attendees and feature client speakers.
Everything here can be renamed, replaced or removed, and applying a template never overwrites what you have already set.
Start from this template.
Pick it in setup, review the starter strategy, and edit from there.