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This example plan shows how a B2B manufacturing business in the packaging industry uses Smart Insights RACE Planning Framework (Reach, Act, Convert, Engage) to structure its digital marketing. It begins with an analysis of the company's internal situation, market position and competing environment, then moves into identifying key opportunities from digital channels, and finally lays out the strategic direction followed by detailed implementation actions and control measures. The format clearly demonstrates how to link business background, current performance, improvement goals and digital activities into one coherent document.
Designed for marketing or digital-marketing managers in B2B organizations or agencies working with B2Bs, this resource helps you write a proposal for senior leadership. You'll see how objectives are set, how different digital media and tactics align across the funnel, and how governance and metrics are embedded so that the plan is actionable, trackable and realistic for an industrial market context.
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Unlock this guide, along with all related templates, dashboards, and checklists in the full toolkit.
The Marketing Plan Examples Bundle collects real-world digital marketing plan examples you can adapt for your own organisation. Each example shows how different companies structure their marketing strategy, define objectives and connect activities across channels.
The bundle provides editable reference files and clear commentary so you can see what effective plans look like in practice. Use these examples to inspire your own documents, speed up planning and ensure your approach aligns with best practice frameworks.
Ideal for marketers who want practical inspiration and ready-to-edit examples to guide their next campaign or strategic review.
Includes the following example marketing plans:
- …
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Why marketers trust Smart Insights
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marketers have used the RACE Framework to plan, manage and optimize their marketing
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businesses and teams rely on our resources to deliver more effective, data-driven marketing
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creating practical marketing frameworks used by professionals in organizations worldwide
Dr. Dave Chaffey
RACE Growth System
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Frequently asked questions
How are your toolkits structured?
Each toolkit is designed in a similar way with templates to help you apply the Smart Insights RACE 90-day planning process using a consistent approach of:
- A. Review Opportunity (Audit and Set Objectives)
- B. Define Strategy (Identify strategic approach and priorities)
- C. Take Action (Report on performance with dashboards, apply best practices and SOPs)
Toolkits typically have an in-depth 7-Steps guide and a shorter Playbook which are downloadable PDFs which are far quicker to browse than online video courses, so you can efficiently review your strengths, weaknesses and where you need to prioritize.
Each toolkit is grounded in helping you understand the essential, need-to-know fundamentals of marketing success including strategic marketing, campaign planning, content marketing and data-driven marketing using Google Analytics.
How do I use Standard Operating Procedures (SOPs) in my marketing?
SOPs are your secret weapon to using a more strategic, managed approach to integrated marketing.
They are repeatable practical tasks defining how to complete a marketing activity by following a series of steps in order to achieve a consistent approach and good results by applying best practices.
SOPs form the heart of our Digital Marketing Strategy toolkit - you can audit your approach and adopt them in the Digital marketing strategy audit/health check.
It also links to relevant templates to support you across all toolkits.
We recommend building in SOPs to our RACE 90-day planning process, selecting which you will prioritize in the upcoming periods.
What the quickest way to get started to improve my results from digital marketing?
For a comprehensive audit of all of your digital marketing, we recommend using our Digital Strategy Toolkit which will help you develop a complete digital marketing strategy and a 90-day plan so you start make a difference straightaway.
Tried-and-trusted templates are available in Word, Excel and Powerpoint / Google Docs which will enable you to summarize your strategy and communicate it to colleagues or clients.
Ensure you download the Digital marketing strategy audit/health check spreadsheet to amend to your business. It also links to relevant templates to support you across all toolkits.
If you perceive that you have a weakness or opportunity in one or more of the main digital marketing channels such as SEO, Paid media, Social Media marketing or Email marketing, then you can use the 7-Step guides and playbooks in each channel toolkit to review your strategy and then the spreadsheet templates to make practical improvements to your marketing for each channel.
What type of businesses benefit from Smart Insights?
The Smart Insights RACE Opportunity-Strategy-Action process was designed so that it can help all types of businesses of different sizes and from different sectors improve their results from digital marketing.
Our RACE system has been used since we launched in 2010 by businesses including:
- Smaller businesses with an owner manager or single person responsible for marketing
- Agencies and consultancies who apply our frameworks to their clients' businesses to improve results
- Larger organizations in sectors including B2B, Financial Services, FMCG Brands, Healthcare, Pharmaceutical
Famous names who have applied our approach to their business since we launched include 3M, Accenture, Dell, Ernst and Young, Glaxo Smith Kline, HSBC and Rentokil Initial.
How often are your resources updated?
You will know that digital marketing changes fast, so since we launched our digital resource library, we have had a continuous annual programme of updating resources to ensure they cover the latest approaches.
Currently Generative AI (GenAI) is transforming marketing, as you'll know, so we recommend the latest best practices for using tools such as ChatGPT and Gemini for strategy, planning and copywriting. We recommend you start with our AI Governance Policy Playbook for a recommend approach to improve your marketing.
One of our most popular resources is the digital media updates tracker which is updated quarterly to summarize the most important changes from the digital platforms such as Google and Meta that marketers need to know about.
How quickly can I access my toolkit?
You’ll get instant digital access as soon as your payment is confirmed. Your downloads and toolkit materials will be available immediately.
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Marketers, teams and organisations like these solve real marketing challenges with our resources
