A complete guide for executives and commercial leaders
Prepare your company’s 2026 B2B Marketing Plan with a real strategy, aligned with sales and focused on growth. Schedule your meeting with MarkLovers.
B2B companies that grow consistently—without improvisation, burnout, or overloading their teams—are the ones that define their strategy before the end of the year.
At MarkLovers, we support CEOs, Commercial Directors, and Marketing Managers in building annual plans that connect strategy, execution, and real revenue.
This guide brings together the key learnings and best practices we implement with our clients to help them design a clear, measurable, and results-driven 2026 Marketing Plan.
What is an annual Marketing Plan and why is it critical for B2B companies in 2026?
A Marketing Plan is a strategic document that defines:
- where the company is today (data-based diagnosis)
- where it wants to go (commercial and marketing objectives)
- which concrete actions it will take to get there
- which channels it will use and why
- which resources it needs (time, budget, team)
- which metrics it will use to measure impact
But in B2B contexts, the annual plan serves an additional purpose:
to align marketing and sales so they work with a clear focus on generating real demand.
2026 will be a competitive year.
Companies that don’t plan strategically will end up chasing the market instead of anticipating it.
When should 2026 marketing be planned?
The best practice is to plan between October and December.
Why?
1.. Annual closings provide real context on metrics and learnings.
2. Sales teams already know their projections for the following year.
3. Budgets are defined at this stage, not in January.
4. The first quarters usually have peaks of activity, so improvising is costly.
Planning in December allows you to start January executing, instead of debating what to do.
How to build a 2026 Marketing Plan in 6 steps (the MarkLovers model)
Below is the approach we use with our B2B clients:
1. A comprehensive diagnosis of the current ecosystem
Includes:
- Brand positioning analysis
- Digital presence review
- Evaluation of current campaigns
- Sales funnel analysis
- Competitive benchmarking within your sector
- Review of content, channels, and performance
- CRM and sales process audit
Objetive: identify what works, what doesn’t, and what needs to be reorganized.
2. Definition of clear and measurable objectives for 2026
In B2B, objectives must be aligned with revenue.
Some examples:
- Increase qualified demand generation
- Improve lead quality
- Shorten the sales cycle
- Increase brand visibility in key sectors
- Optimize paid campaigns to reduce CAC
- Strengthen positioning in vertical markets
Without measurable objectives, there is no functional plan.
3. Strategy: what you will communicate, to whom, and through which channels
At this stage, we define:
- Core value proposition
- Key messages by buyer persona
- Positioning for 2026
- Content strategy
- Campaign strategy
- Marketing–sales integration
- Priority channels (LinkedIn, Google Ads, Email, SEO, YouTube, Events, PR, Website)
A good strategy allows you to decide what to do… and what NOT to do.
4. Quarterly roadmap
An annual plan requires priority, focus, and sequencing.
Example:
Q1 – Audit, quick wins, channel and campaign optimization
Q2 – Growth: strategic content + performance
Q3 – Expansion: new segments or new channels
Q4 – Maturation: branding, relationships, and sustainable demand
5. Budget and resources
The plan includes an estimate of:
- Advertising spend
- Creative resources
- Tools (CRM, automation, email marketing, ads)
- Team hours (internal and external)
Professionalizing the budget prevents waste and allows for accurate ROI projection.
6. Metrics and indicators that matter in 2026
Not all metrics are relevant.
These are:
- Marketing-generated pipeline
- Qualified leads (SQL/MQL)
- Cost per real opportunity
- Conversion rate at each stage of the funnel
- Brand visibility (traffic, brand searches, engagement)
- Sales cycle time
These metrics enable decisions, not just reporting.
Frequently Asked Questions:
How do I know if my company needs an annual Marketing Plan?
If your marketing is currently reactive, if actions aren’t connected to the sales team, or if there’s no clear planning, you already need one.
Can an external consultancy create the full plan?
Yes. In fact, it’s the most efficient approach for companies that need objectivity, focus, and strategic vision without overloading their team.
What if I already have a plan but it didn’t work this year?
It can be rebuilt with a thorough diagnosis and a strategy adapted to the 2026 scenario.
Should marketing and sales plan together?
Yes. Companies that integrate both areas improve lead quality, sales closure, and reduce the sales cycle.
Conclusion: 2026 requires focus, clarity, and strategy
B2B companies that grow are those that make decisions in advance, supported by specialists who understand the market, sales processes, and the real dynamics of the business.
If you want your organization to start 2026 with a solid, measurable, and results-driven plan, MarkLovers can support you.
👉 Schedule a meeting with our team to design your custom 2026 Marketing Plan:
https://marklovers.pipedrive.com/scheduler/G2DrBU4/reunion-programada-mark-lovers
