marketing requirements presentation

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Blog Business 12 Marketing Presentation Examples for You

12 Marketing Presentation Examples for You

Written by: Danesh Ramuthi Nov 29, 2023

Crafting an effective marketing presentation is essential in today’s competitive business landscape. A marketing presentation, fundamentally, is a dynamic communication tool utilized by businesses to present their marketing ideas, strategies, goals and achievements to a specific target audience.

Typically, this involves presenting a marketing plan, showcasing marketing campaign initiatives, or highlighting the success of a marketing strategy through engaging stories and compelling data.

Well, if you are wondering how you can create your own marketing presentation then worry not.

With Venngage presentation maker and their customizable marketing presentation templates , you can take these ideas and mold them into your own successful business narrative. These professionally designed presentation templates are visually appealing and easy to use, ensuring that your marketing presentations not only inform but also engage your audience. 

Click to jump ahead:

12 marketing presentation example

How to create an effective marketing presentation.

• How to present a marketing plan
• Wrapping up 

In business communication, marketing presentations stand out as a pivotal means of sharing ideas and strategies. A prime example of a marketing presentation vividly demonstrates how to effectively communicate a company’s marketing strategy, objectives and achievements.

Let’s look at a few examples of marketing presentations and how they can cater to different scenarios.  

Marketing strategy presentation example

A stellar marketing strategy presentation example showcases the intricate planning and execution of a company’s marketing efforts. It begins by defining the target market and the unique challenges it presents. The presentation then outlines the key marketing objectives and the strategies devised to meet them.

Emphasizing on the unique selling point of the product or service, it weaves an engaging story that resonates with the potential customers. The use of real-life examples and data-driven results adds credibility and helps in presenting a compelling case.

They also highlight how to effectively use marketing channels and digital tools to maximize reach and impact.

The key takeaway from such a presentation is not just the strategy itself, but how it is communicated to ensure the audience understands and remembers the key messages, aligning with the overall business goals.

Marketing plan presentation example

A marketing plan presentation example is a comprehensive deck that outlines a company’s roadmap for marketing success.

It starts with an analysis of the current market conditions, identifying potential customers, and discussing contemporary trends.

The presentation then delves into the specifics of the marketing plan, detailing the marketing channels to be used, the marketing budget and the timeline for implementation. It provides insights into the unique value proposition of the product or service and how it will be communicated to the target audience.

The use of powerful visual elements and bullet points helps in presenting complex information in an easily digestible format. This type of presentation also often includes a timeline slide to give the audience a clear sense of the plan’s progression.

The objective is to present a clear, actionable plan that aligns with the company’s overall business goals and to persuade the audience of its potential success.

Digital marketing presentation example

In a digital marketing presentation example, the focus shifts to how digital channels can be leveraged to achieve marketing objectives.

This presentation type is visually appealing and uses design elements that resonate with digital trends. It begins by outlining the digital marketing strategy, including SEO, social media, email marketing and content marketing.

The presentation shows how these digital channels can be utilized to reach a broader audience, create awareness and drive engagement. It includes real-life examples of successful digital marketing campaigns, highlighting key takeaways and the impact on business growth. The presentation also discusses the importance of analyzing data to refine marketing efforts continually.

A digital marketing presentation is an engaging and informative tool, providing key insights into how digital channels can be effectively utilized for a successful marketing campaign.

It leaves the audience with a clear understanding of the digital marketing landscape and the company’s approach to harnessing its potential.

Social media marketing presentation example

A social media marketing presentation example focuses on illustrating a company’s strategy for leveraging social media platforms to enhance its marketing efforts. Usually, this type of presentation begins by highlighting the importance of social media in contemporary marketing and how it can be a powerful tool to reach potential customers and create engagement.

It showcases the specific social media channels the company plans to use, tailored to the target audience and the unique selling points of the product or service. The presentation further delves into content strategy, including the types of posts, frequency and engagement tactics.

Real-life examples of successful social media campaigns are often included to provide inspiration and demonstrate practical applications.

Key performance indicators and methods for measuring the success of social media efforts are also discussed, emphasizing the need for data-driven strategies.

Marketing campaign presentation example

A marketing campaign presentation example is a detailed display of a company’s planned or executed marketing campaign. It starts by setting the scene with the campaign’s background, objectives and target market.

The presentation then unfolds the campaign’s key message and the unique value proposition it offers to the target audience. It outlines the various marketing channels and tactics used, such as digital advertising, press releases or influencer collaborations, providing a comprehensive view of the campaign’s approach.

The use of engaging stories and visual elements , like graphics and videos, makes the presentation both captivating and memorable. This example also includes a section on the budget and resources allocated for the campaign, offering a realistic view of the campaign’s scope.

Key takeaways and predicted outcomes, based on market analysis or previous campaigns, are highlighted to give the audience an understanding of the expected impact and success metrics of the campaign.

Creating an effective marketing presentation involves a series of well-thought-out steps to ensure that your message resonates with your audience. Here’s a step-by-step guide:

• Seize your audience’s attention : Begin your presentation by addressing the audience’s main concerns or pain points. Ask dramatic, thought-provoking questions to ignite emotions and engage your audience from the start​​.
• Promise something and deliver it : Make clear promises about what your presentation will deliver. This could be solutions to problems, new insights or actionable strategies. Ensure that you fulfill these promises throughout your presentation​​.
• Tell an engaging story backed by data : Use storytelling to make your content relatable and personal. Introduce real-life examples or scenarios and support them with solid data to add credibility​​.
• Have less slide content rather than more : Avoid overloading your slides with text. Keep content concise and support your speech with key points, visuals and high-quality images. Using multiple slides with relevant images can help maintain audience attention​​.
• Use humor wisely : Lighten the mood by incorporating appropriate humor through witty wordplay, GIFs or memes, ensuring it’s relevant and not distracting​​.
• Conclude with a clear call to action (CTA) : At the end of your presentation, reiterate the key points and instruct your audience on the next steps or actions they should take. This could involve asking questions, applying the information provided, or engaging in further discussion​​.

Read Also: 12 Best Presentation Software for 2023

How to present a marketing plan?

Presenting a marketing plan effectively is a key step in communicating your strategies and aligning your team towards common goals. Here’s a comprehensive guide to crafting an effective marketing plan presentation:

• Executive summary : Begin with a concise overview of the marketing plan, highlighting key objectives, target market and strategies​​.
• Market analysis : Present detailed market analysis including size, trends, customer segments and competitive landscape, supported by data and research​​.
• Marketing objectives : State clear, SMART marketing objectives, aligning them with overall business goals​​.
• Target market and buyer persona : Describe target market segments and buyer personas, detailing demographic, psychographic and behavioral characteristics​​.
• Competitive analysis : Analyze main competitors, their strengths, weaknesses, market share and key differentiators​​.
• Marketing strategies : Outline key marketing strategies for product positioning, pricing, distribution, promotion and branding​​.
• Action plan and timeline : Present a detailed action plan with specific tactics, activities and timelines​​.
• Budget and resource allocation : Provide an overview of the marketing budget and its allocation across various activities​​.
• Performance measurement and KPI : Highlight key performance indicators to measure the success of the marketing plan​​.
• Conclusion and next steps : Summarize main points, key takeaways and outline next steps in the implementation process​

Related: 8 Types of Presentations You Should Know [+Examples & Tips]

Wrapping up

I hope you’ve gained valuable insights and inspiration from this article to elevate your own marketing efforts. From the intricacies of a marketing strategy presentation to the creative approaches in digital and social media marketing, each example serves not just as a guide, but as a springboard for your own innovative ideas.

The steps to creating an effective marketing presentation and presenting a marketing plan underscore the importance of structure, storytelling and audience engagement. These are your tools to transform data and strategies into compelling narratives that resonate with your audience.

Use these examples, tips and tools to create presentations that effectively showcase your marketing ideas and strategies. Let your presentations be the window through which stakeholders view your vision and commitment to excellence.

As you step forward to apply these learnings, remember the power of professional and visually appealing presentations.

Venngage presentation maker and their customizable marketing presentation templates offer a variety of options to suit your unique marketing needs. These tools are designed to help you craft presentations that are not only informative but also aesthetically engaging, ensuring your message is both seen and remembered.

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Create Killer Marketing Presentations (Examples & Templates)

Learn from the best marketing presentation examples how to engage your audience, persuade & reach marketing strategy goals for your business or product.

6 minute read

helped business professionals at:

Short answer

What does a marketing presentation include.

The key elements that every marketing presentation should include are:

• Introduction
• Market overview
• Product/service overview
• Marketing strategy
• Competitor analysis
• Performance metrics
• Action plan
• Projections
• Conclusion and next steps

Why most marketing presentations don't work

No one has patience for marketing presentations . And what’s the point of making a marketing presentation if no one will listen or bother to read it?

Whatever marketing presentation you’re making at the moment it’s likely full of attention-killing legacy “best practices”. Even worse, it’s drowning in a sea of noise by other presentations competing for your audience's attention.

Let me show you some marketing presentation examples that manage to avoid common presentation mistakes, and manage to stand out, grab attention, and make a persuasive case.

How to create an effective marketing presentation

Each presentation has its unique recipe for success. Whether it's a strategy, a plan, a branding project, a product pitch, or a performance analysis, they all have little details to look out for.

STRATEGY & PLAN

BRANDING & PRODUCT

PERFORMANCE ANALYSIS

Strategy & plan marketing presentation

To breathe life into your strategy and plan presentation, paint a vision of the future.

Start with a robust situational analysis, highlighting key findings about your market, competition, and audience.

Define SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) marketing objectives that directly link to your strategies.

Present clear and concise strategies, directly aligned with the objectives.

Wrap up with detailed tactics and action plans, using compelling visuals to engage your audience and simplify complex information.

Branding & product presentation

When presenting on branding and product, you're essentially telling a story.

Showcase the personality, values, and unique selling proposition (USP) of your brand.

Introduce your product or service, making it tangible and valuable to your audience.

Utilize customer testimonials, case studies, or live demos to demonstrate the benefits and solve problems.

Make your audience fall in love with your brand and product to create strong brand ambassadors.

Performance analysis presentation

Performance analysis presentations are all about the numbers — but don't let that intimidate you.

Begin with an overview of campaign objectives and strategies used.

Dive into the data, highlighting key metrics and KPIs to analyze performance.

Use clean and clear charts and graphs to visually present the story of the campaign.

Showcase wins and successes, but also discuss areas for improvement as valuable learning opportunities.

Conclude with key takeaways and next steps, demonstrating transparency and setting the stage for ongoing success.

Marketing presentation examples that work

It’s time to see some examples of how marketing presentations are made in practice.

All the examples I bring you here are 100% customizable and you can use them as templates to create your own content.

These examples are modeled after engaging presentations based on our extensive data. They apply content structure and best practices we’ve seen work for high-stakes presentations.

Marketing plan & strategy

This example of a marketing plan presentation gives you a lean and effective structure to present the essence of your plan to your team members and higher-ups.

It cover everything from challenges, target audience, goals, KPIs, game plan, and budget, to milestones.

As Head of Marketing at Storydoc I use this format to launch our activity every new quarter and get everyone onboard.

Marketing plan one-pager

This example is a shorter version of the marketing plan example above. It can be used as a useful recap after presenting the plan in full face-to-face.

It can also be very effective to give decision-makers (internal or external) a quick overview of your plan without overloading them with details.

Marketing agency pitch deck

This marketing presentation example is the go-to for any creative agency or marketing services provider.

It’s a kind of company intro with the essential information about the services you provide, your strategic approach to marketing, and what makes you different.

What makes this marketing presentation so effective is the attention grabing video cover, its commitment to measured results, the case studies it presents to back up the claims, and the clear pricing offer that enables buyers to make an easy educated decision.

Marketing one-pager

We’ve seen this marketing one-pager format work well for agencies and marketing service providers. It’s the minimalistic version of the agency pitch deck I showed earlier.

It works because it gives context fast and communicates value very simply.

It tells your prospect who you are, outlines a major problem they need to address, and explains briefly how you can solve it for them and what the process is going to look like.

It finishes with the benefit the prospect can expect to gain and ends with a strong CTA last slide with a calendar app that lets prospects easily book a meeting.

Early stage marketing proposal

This marketing proposal presentation is used by many of our clients instead of the marketing agency pitch decks. It’s a more baked version, more serious if you like.

This approach works better for big clients that need a more personalized, and detailed pitch.

This example includes concrete data about the prospect’s market, and addresses specifics like the goals you propose, your marketing strategy, tracking and measurement, timeline, and budget.

Late stage marketing proposal

This marketing proposal presentation is used by many of our clients in the later stages of their sales cascade.

Notice that it is personalized to a specific prospect, and addresses them by name.

This example uses dynamic variables from your CRM to pull contact info directly into your presentation, such as the contact’s name, job title, brand colors, personal message, pricing offer, and more.

It includes all the talking items you’ve covered with your prospect which are critical for them to make their buying decision.

And most importantly, the presentation includes an e-signature box that lets the prospect seal the deal then and there.

If you want to have a cozy relationship with media and news outlets then having an attractive and well-organized media kit is pretty important.

It’s used by our clients to take control of how their company is presented in the media.

It’s a basic marketing tool that comes in handy whenever you’re working with other publishers from from newspapers, magazines, or TV, to social media or blogging influencers.

Marketing case study

This marketing case study presentation is a great addition to your prospecting and sales process.

It follows the Challenge-Solution-Results framework that proved to be the most engaging content structure based on our data.

The interactive format grabs the attention of prospects and helps keep them engaged throughout.

Storydoc lets you easily generate an animated GIF you can drop in your prospecting email to catch prospects’ eye and compel them to click the case study link.

Marketing presentation templates

Now that you’ve seen examples of great marketing presentations it’s time to dive a bit into the theory behind the reasons they work. That’s what the rest of this post will be about…

But if you’re too busy managing your marketing team or writing your marketing plan , you’re welcome to skip the theory, just grab a template, and get to work.

Trust that all the marketing presentation templates here apply every insight and tactic I cover in this guide

These templates were built based on what we’ve seen work for our clients again and again, and based on our analysis of over 100,000 reading sessions.

You don’t have to know why they work. They just do. Grab one!

Types of marketing presentations

PRODUCT MARKETING

MARKETING STRATEGY

MARKETING PLAN

MARKETING PITCH DECK

MARKETING PROPOSAL

MARKET ANALYSIS

MARKETING CAMPAIGN

Product marketing presentation

This is your stage to spotlight your product or service. Dive into unique features, benefits, and the problem it solves for your customers. Remember, it's not just about what your product is, but why it matters.

Marketing strategy presentation

The beating heart of your brand's direction, this presentation outlines your game plan to reach your audience. It covers your unique selling proposition, target market, distribution channels, and more. Think of it as your strategic compass guiding you to your business goals.

Marketing plan presentation

Detailing your tactical roadmap, this presentation is where strategy meets execution. It includes your specific marketing activities, timeline, budget, and key performance indicators. Your plan is your strategy's vehicle - fasten your seatbelts and let it drive you to success!

Marketing pitch deck

The marketing deck is a presentation used by marketing agencies, consultants, and service providers for prospecting new clients. It touches on a known problem faced by the prospects and features their services as the solution.

You can grab a customizable marketing pitch deck template here .

Marketing proposal

The marketing proposal is a presentation used at the later stage of the sales process by marketing agencies, consultants, and service providers. It includes the specifics of the services on offer, their cost, deliverables, measurement, milestones, and timelines.

Market analysis presentation

In this presentation, you dissect your market to unearth valuable insights. Understand your customer demographics, identify trends, and evaluate market size. It's your secret weapon to stay one step ahead of the competition.

Marketing campaign presentation

This presentation highlights your creative initiatives aimed at promoting your product or service. It showcases your campaign theme, messaging, promotional channels, and projected outcomes. It's your marketing storybook – captivate your audience with every page.

Marketing presentation best practices

A winning marketing presentation can make all the difference between a yawn and a standing ovation. But, how do you actually do it?

Craft that perfect blend of content, storytelling, brand message, personalization, and relevancy.. Let’s break it down.

The first 3 slides determine whether people will bounce or read on - make them count.

• Think deeply about your hook
• Use the person's name and company logo in the title
• Prioritize the information that matters most to your audience
• Be very short and to the point

Our data shows that 32% of people bounce from your deck in the first 15 seconds. But more importantly 80% of readers who cross the 3rd slide threshold will read the deck in full.

Imagine you were giving a speech and after 3 minutes a 3rd of the audience just stood up and left the hall. That would feel horrible, wouldn’t it? So why do this to your decks?

What you can do is write a relevant, personalized, and intriguing hook, and place it on slides 1-3 of your deck.

• Make the audience understand that you’re writing FOR THEM , about THEIR NEEDS, but also that you have something amazing up your sleeve.
• A little known trick to get attention is to tell them how long reading your deck will take. Time is their currency, you wouldn’t ask a client for “money” without tellig them how much, would you?
• You should also have a strong visual hook . Use a video, animate d, or interactive cover slide. Make it so they can’t look away.

Here's an example of a video cover that acts as a visual hook:

2. Storytelling

Every great marketing presentation is a story with a beginning, middle, and end.

Hook your audience with a compelling introduction, then build intrigue as you progress, and finish with a memorable conclusion. Ensure your story has a human element — this emotional connection can turn listeners into advocates.

Here’s our recommended storyline structure:

3. Brand messaging

Consistency is key in brand messaging. Your presentation should reflect your brand's voice, values, and visual identity at every turn.

This not only enhances recognition but also builds trust. Remember, a strong brand doesn't just sell a product or service, it sells an experience.

You can do this by pulling your brand colors from the brandbook:

4. Personalization

Make your audience feel special with personalization. Address them by name, incorporate their company logo, or include a heartfelt personal message. Tailor your call-to-action to resonate with them on a personal level.

Our data shows that presentations with personalized notes are 68% more likely to be read in full compared to general presentations.

More impressively, personalized content led to a 41% increase in average reading time , and presentations customized for a specific prospect were shared internally 2.3x more often.

So, sprinkle in that personal touch, and watch engagement explode!

5. Relevancy

Address your target audience's pain points in your value proposition and content. Show them you understand their challenges and you have the solution they've been looking for.

When your audience sees themselves in your presentation, they're more likely to see the value in what you're offering.

6. Interactivity

Including interactive slides in your presentation increases engagement.

Our data shows that presentations with tabs to click through, live data calculators, sliders with case studies, or customer testimonials were scrolled to the bottom 41% more often, leading to a 21% longer average reading time.

• Integrate interactive features like videos, tabs, live graphs and charts, calculators, or sliders
• Use video and animations to illustrate complex ideas
• Avoid text-heavy slides
• Test user interactivity to ensure all the features work

I lead Storydoc's team of marketing gentlemen and women dedicated to eradicating Death-by-PowerPoint wherever it lurks. Our mission is to enable decision-making by removing the affliction of bad content from the inboxes of businesses and individuals worldwide.

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Writing an Effective Marketing Requirements Document

August 5, 2019 Jarie Bolander

Marketers have a tough job. They have to try and figure out what features a customer wants and they communicate them to engineering — from the market research process, now it has to go through product development.

Customers do tell you what they want, but that is not enough. The marketeer needs to figure out what the customer needs not what they want. In so doing, you’re increasing the probability of your shelves getting emptied, with products sold, than none at all. This is where the art of writing an effective marketing requirements document comes in.

Table of Contents

What is a Marketing Requirements Document or MRD?

A Marketing Requirements Document (MRD) is a document that encapsulates the wants and needs of the product that marketing thinks a customer might buy. Hence, this is a very important document that helps the product or marketing manager to define the demands of a particular product. It’s the first step in product definition since you need to know what the customer’s wants and needs are, before defining a product.

The MRD will typically contain the following information:

• List of features or high-level features of certain product categories.
• Product’s vision.
• Revenue opportunity for each product.
• Competitive landscape of the product.
• A template that can be used for other future marketing requirements documents .

Product definitions suffer when markets are uncertain. Confidence also plays a role. The marketeer is under pressure to define a product that will sell. Get it wrong and the business suffers. Marketers that lack confidence will always over feature and poorly define what they want. Better marketing requirements start with understanding the customer’s pain.

While this may seem like an all-too-extra process, think of it as something that ensures the profitability of your business. With clear requirements set, this helps your team to have a clearer vision to develop the right product. Think of this as the foundation or blueprint of sound product development.

That said, here are the steps necessary to write an effective marketing requirements document:

Step 1: Understand The Customers Pain

A true understanding of the customer’s pain requires that you know the customer’s business and what problems they face. Don’t rely on what they tell you directly. Most often, that is only half the story.

In understanding the pain of your customers, you know for certain that the products you create are those that make their lives better. You’re easing out whatever burden or pain it is that your customers face before your products came into existence. Thereby, once your products are introduced, they end up being well accepted by your target market. With this, it’s also going to be more effortless for your entire team to come up with the appropriate category design for each of your products.

Customers tend to focus on their immediate, short term problems since that’s what’s pressing to fix. Look beyond their immediate needs. But, don’t go too far also. For instance, you’ll want to address problems that they face today and in the near future, rather than five years from now. Else, you’re still running the risk of having some of your products getting unsold.

Some questions to ask include:

• What do they do now?  Understanding the present state will reveal gaps of opportunity. Ask questions about the process the customer uses now. Chances are, you will start to see what they can’t see — places where a properly defined product can fit in.
• Who are their customers?  If your gadget or service helps your customer service their customers, then get to know them. How do they use the existing product? What pain to they feel?
• Survey the entire ecosystem: This includes looking at everything that might interact with your product from all sides. This can sometimes be tough to do but strive for completeness since there are hidden gems to be found.

Step 2: Understand Your Competitors

Competitor offerings are good clues as to where the market is but not where it might go. It simply gives you an idea of what’s currently demanded by customers. Resist the temptation to copy the competitors’ requirements without understanding why they’re important. Sometimes, competitors add features because one customer asked for it not because the market finds it useful.

With this information, you can now understand that you shouldn’t be shaken by the presence of your competitors. In fact, having competitors should be a good sign that you’re selling products that will very much be accepted by your target.

Here are a few questions to ask about competitors:

• Current Product Offerings: Take a look at the present state of the market and figure out what is out there. Try and narrow down the features to their core. Then, expand from there.
• Competitor Roadmaps: If you can get ahold of them, see where they are headed. Their roadmaps may be customer driven or not but it should signal the direction they think the market is going.
• Research trade journals and papers: Competitors may publish studies or white papers on their approaches to solving certain problems. Trade organizations may also publish forecasts that aggregate the trends in the industry. These are great resources for secondary market information and what your peers are doing.

Step 3: Identify The Essence of The Product

Now that you have gathered lots and lots of data, it’s time to digest it and define your product essence. This is an important step (kind of like a mission statement) because this essence will ground your requirements. It also helps others to grasp your product concept. The essence of your product must be summarized in one paragraph (think of it like an elevator pitch). Strive for clarity of purpose while focusing on specifics. Try these steps to define your products elevator pitch:

• Brainstorm Descriptive Words: Write down as many descriptors for your product as you can. Just free write for 15 minutes. Group these words into like categories. Look at the themes that emerge. These themes are what you want customers to remember.
• Describe The Pain: There is no better way to figure out what features to request that to figure out what you are solving. Make statements that are concert in language that is easily understandable. Try and capture the big idea about what pain the customer has.
• Solve The Pain: Once you define the pain, solve it. Describe your solution so that it solves the pain. Tell the reader how your will do it. Show them the benefits. Engage them by making your solution the obvious solution.
• Show Why Your Different: Solving the pain is one thing. Uniquely solving it takes additional effort. You started to solve the pain above but now you have to really tell the customer why your product will be better than your competitor. Talk about usability. Talk about features you only have. Resist discussing price. Just being cheaper is not a feature — it’s a sales tactic. Customers want value. Give them value not a cheaper widget.

Step 4: Craft Core Requirements

At this point, you should have a good understanding of the wants and needs of your customers. The next step is to define the core features that are “must haves.” Each one of these features is critical to product success. Discipline at this step will set your destiny. Boil it down to the core. Don’t add features just because they sound good — they have to be great.

• Define The What, Not The How : Too often, marketeers have a design or engineering background. That experience creeps into their product definitions. The temptation is so great that product features are so specific that engineering has no freedom to create. It does no good to describe that your product needs a Lithium Ion battery with 2300 mAH when what you really want is a 3 day battery life. Leave the details to engineering. Marketing must define as broadly as practical what they what and let engineering figure out how to implement it.
• Run Usage Scenarios : Mock ups or thought experiments on how a customer will actually use the product provides critical insights into core features. Get engineering involved with this and make them part of the discussion. It’s amazing how creative these sessions can be. Engineers love to solve problems and when they are part of the requirements process, you get better products.
• Keep Refining The Core: As you look at core requirements, continue to refine out the nice to haves and boil down to the core.

Step 5: Define Nice To Haves

All products have features that would be great to include. These features are important to define and prioritize. Time permitting, you might even get some. Be aware that you must assign priority to each and every one. All features have a priority. Your core features are must haves that will always take priority. Your nice to haves need the same level of discipline.

Step 6: Layout The Business Case

Hopefully, you have a business case by this point. If not, why bother building the gadget in the first place. Always include a business case summary in your marketing requirements. Most engineers want to know that what they build will be successful. I cannot stress this enough. Make a compelling business case will make your product better and your team will enjoy working on it a lot more. Add things like: market size, sales projections, Average Selling Price (ASP) and gross margins.

Step 7: Send Out For Review

Reviews are a great way to see if your requirements are understood. Send out your requirements to a select set of people that you trust. This initial group should vet your document for clarity and completeness. Do this review before you send it to other groups. A trusted team of advisers that are aligned with your interests, will ensure that nothing glaring is wrong.

Once your trusted advisers have reviewed it, then you can send it to a broader audience. Expect questions, comments or downright objections. That is normal and will make your requirements document better.

Step 8: Repeat And Refine As Necessary

With every review, you will get closer to better requirements. You may get tons of feedback on specific sections while other will barely be touched. This is normal. Continue to strive for clarity. Continue to maintain your core vision. This will serve you well when it comes to implementation.

Henceforth, be open to continuously reviewing and editing your marketing requirements document . Just because you already have one today, it doesn’t mean that it will continue to be effective for many years to come. It’s up to you to ensure that your MRD is still effective, and does serve its purpose.

Build a Marketing Requirements Document Template

Going through the above steps will be a great first start at building a template for your MRD’s. It’s vital that an MRD template is crafted for your business. It’s like the foundation of a sound and strong building, without which, your plans will just falter. That does not mean you can’t borrow for others but an MRD will be a lot more impactful if it takes into consideration the uniqueness of your business.

As this document contains the wants and needs of your customers, you’re ensuring that your customers will be satisfied. Follow these steps as you make one, so you can ensure its viability and success.

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• Marketing Presentation

The Ultimate Guide to Marketing Presentation (Tips, How To & Template)

Discover how to impress clients used to PowerPoint presentations by the end of this post.

Long gone are the days of reading slides word for word and boring your target audience to tears. Today, it’s all about transforming your data into visual stories that stick.     

This guide shares five effective marketing presentation tips to keep your target customer glued to the screen, and how you can create one within minutes today using our free presentation template.

• What is a Marketing Presentation?

5 Tips to Nail Your Marketing Presentation

• How to Create a Powerful Marketing Presentation with DashThis

Design a Great Marketing Presentation with DashThis Today

What is a marketing presentation .

A marketing presentation is a visual slide deck introducing a new product's marketing plan. 

It’s often created from presentation software (e.g., Google Slides, Canva, PPT) or automated marketing reporting tools like DashThis . Occasionally, marketers share it on SlideShare for wider impact.  

Here’s a Google Analytics marketing performance report generated on DashThis . Note how it conveys the results in a digestible way.

Grab this Google Analytics marketing presentation template with your own data !

As you scroll down the marketing presentation, you’ll see how it visualizes the impact of traffic on conversions and revenue.

DashThis gathers your data across multiple channels into one beautiful business marketing report. Grab your free 15-day trial today.

What should you present?

Every marketing campaign is a revenue driver.

Yes, it’s vital to capture the audience’s attention and educate them about the product’s benefits. Bonus if the campaign goes viral.

But millions of views mean nothing if it doesn’t translate into sales. 

That’s why you need to highlight the following information in your marketing presentation—to show you understand the client’s industry and how you plan to sell to their customers: 

• Target demographic
• Buyer persona
• Strategy to market product
• Marketing tactics 
• Criteria for success (i.e., metrics and KPIs)

Pro tip : Review the client’s website (e.g., press releases, product updates, annual report) if you don’t know their goals and objectives.

Your prospective clients might review the strategy after you finish presenting. Use a tool like DashThis to reinforce your insights or provide additional information within the presentation.

Hover to a widget you desire and click Add Note .

Include your insights and click Save .

This saves prospective clients the hassle of switching multiple tabs, creating a smooth-sailing browsing experience.

Who should you present to? 

Often, business presentations are presented to C-suite marketing executives (e.g., VP of marketing, head of content).

However, it’s not unheard of for marketers to present to the founder or CEO in smaller companies.

Whoever you’re presenting to, get to know them before creating the slides—like the metrics they care about and their level of expertise.

For example, if you’re a fully done-for-you SEO agency pitching to a CEO, you probably don't need to explain the internal links and schema markups in every blog post. 

Instead, focus on metrics in the bottom of the funnel, like the number of new leads and trial-to-paid conversions.

How often should you present?

That depends on the campaign and the client’s communication needs. It could be weekly, monthly, or quarterly.  

Pro tip : Share your presentations automatically. Unlike the traditional pitch deck created from PowerPoint templates, DashThis lets you share your reports via an URL link or email through a predetermined schedule.

This gives clients real-time access to their dashboards and saves you the tedious job of sending results manually every time a campaign ends. 

On DashThis , click Sharing Options > Share by Email > Frequency to decide how often you want to send the presentation.

Input the client’s email address and additional information and click Send .

Clients qualify agencies based on past results, budget, and presentation skills. 

Here at DashThis, we have no control over the first two criteria, but we certainly can help you with the third one. 

Below are five marketing presentation ideas that turn your report from “meh” to “wow.”

Have a strong introduction

Set the stage with an introduction that no one forgets.

If you're presenting to prospective clients unfamiliar with your track record, you can't go wrong with the results you delivered for previous clients. 

Say your content strategy scaled a software company’s number of demos and trials, add a hockey stick chart to illustrate it, and show it on the big screen at the start of the presentation.

You might even add several quotes from the case studies for a human touch. 

Use visual props

Add visuals to maintain your audience’s attention.

Here's what we mean.

Include infographics to convey complex information. Use graphs to explain trends for historical data. Or add headers and increase font size to separate data from different marketing channels.

Pick a presentation software that offers customizable and free templates .

For example, here’s an email presentation template you might customize to convey the engagement rate for your 4,000+ subscribers.

Don't be afraid to include GIFs within your slideshow. These bite-sized video clips do a wonderful job at injecting humor and showing a product in action.

Tell an engaging story backed by data

A great presentation design bridges the gap between data and storytelling.

Distill the sea of information with charts and graphs and fonts, and headers .

For example, if you want to highlight the backlinks generated from high-authority sites, place the domain authority score, referring sites, and number of backlinks within the same section.

This creates a cohesive look, enabling you to illustrate the impact effectively.

End with action points

Your last marketing slide should include the specific action you want clients to take. Consider reinforcing the key takeaways in bullet points or providing your agency’s contact information.

Leave time for questions and conversations

Engaging presentations are two-way conversations. Spread your Q&As throughout the whole presentation (not the end) to fuel a lively conversation. 

How to Create a Powerful Marketing Presentation with DashThis?

Automated reporting tools eliminate repetitive tasks, freeing up more time for value-added activities, like brainstorming for the next quarter’s marketing campaign.

DashThis is one such automated tool. 

Here’s how it works:

• Connect your marketing channels with DashThis
• Select a free marketing presentation example
• Choose your metrics under Preset Widgets

DashThis will proceed to grab the data from the selected marketing channels and transform them into an eye-catching slide deck automatically. 

Drag and drop the widgets as you desire.

DashThis currently offers over 40 free templates. Below are two popular presentation examples for digital marketing and advertising.

Digital marketing report template 

Digital marketing is a wide umbrella term for online marketing tactics, including SEO , email marketing, and social media marketing .

Here’s an auto-generated digital marketing strategy report from Google Analytics and Google Ads. Note how it gives you a big picture view of the website’s overall content marketing efforts.

Grab this digital marketing strategy presentation with your own data!  

With this presentation, you can visually explain to clients how their top pages stack up against each other and how they improve from the previous period without overwhelming them.

Advertising campaign report template

Ads grab the attention of a highly engaged audience at best possible time.

The advertising campaign dashboard below shows a business’s Google Ads and Facebook Ads performance. You can deduce the better performing channel with just one look.

Grab this marketing plan presentation template with your own data!  

The display ad preview and the conversions, conversion rate, and click-through rate, helps you spot which images and messages struck a chord in your target market.

So you can repeat more of what works and deliver for your client.

Epic presentations transform strategies into stories that stick. These visual dashboards keep prospective clients glued to the screen and convince them to seal the deal. 

Start free on DashThis today to automate your marketing presentation and gain back hours of your time to strategize.

Grab your free 15-day trial today.

DashThis is the power behind thousands of reporting dashboards created by and delivered for agencies and digital marketers every month. 

Ready to nail your marketing presentation?

Why you need a meaningful inbound marketing report and how to create one

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Market Requirements Document

The Market Requirements Document (MRD) is a document written by product managers and given to engineering and the product steering committee (if there is one), to specify a proposed new product or new revision.

This document is typically written by the Product Marketing Manager with assistance from research, marketing communications, sales, engineering, and finance. It is used to create a market-driven product and is a component of the business case. Portions are typically used within the annual marketing plan.

I’ll defer to an excellent article from Steve Johnson from Pragmatic Marketing entitled, “ Writing The Marketing Requirements Document ,” which contains the MRD elements. I second Steve’s comments about the roles of marketing and engineering–often the Product Marketing Manager is technical and sometimes gets way to involved in the technical aspects of the product.

The Product Marketing Manager is the customer expert, engineering is the product expert. The Product Marketing Manager is responsible for what is developed and why engineering is responsible for how the product is developed. Conflict occurs between engineering and marketing when either of the team assumes responsibilities for that which he does not have the time or specific expertise.

Sample MRDs (some may or may not follow my preferred format or content, but they do provide some examples):

• Portable Website.  Uses a simple table format.  In Word format.
• Virtual Art viewer . Looks robust – the proof is, “Can you develop a technical specification from the data?”  In Word format.

There used to be numerous sample MRD’s (some were very good) but the original linked sites kept disappearing. You can search the Web for MRD’s and find several examples.

Please feel free to submit sample MRD’s (please submit out of date MRD’s, make them generic, or suggest that I make them generic, so they don’t reveal confidential information) to Webmaster.

Resources on Product Management & the Market Requirements Document

See the above Product Management section to learn more about the 280 Group and Pragmatic Marketing–two of the top training organizations on Product Management best-practices.

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Market Requirements Document (MRD)

What is a market requirements document (mrd).

A market requirements document, or an MRD, is a strategic document written by a product manager or product marketing manager to help define the market’s requirements or demand for a specific product. An MRD typically contains information on the product’s vision, the competitive landscape, business analysis, and revenue opportunity, as well as a list of features or at least high-level feature categories.

What Goes into a Market Requirements Document (MRD)?

A market requirements document should answer several strategic questions that help the company identify a potential market need. The key questions to ask are:

• What is the market we’re targeting, and why do we believe it’s worth pursuing?
• What is the potential revenue available from this market?
• Who are the buyer and user personas in this market?
• What are the problems we can solve for these personas?
• How will we solve those problems?

Example: The details an MRD would include

Let’s say you are the product manager for a software company that makes data analysis tools. You’re thinking about building a new tool for data preparation. It would be an app that helps non-technical analysts and researchers pull data together from several different sources to create useful reports.

The non-technical qualifier is the key because most data prep software requires some coding skill or knowledge of how the technical backend of databases works. You have identified a market—business analysts who have no technical background—that would benefit from a user-friendly app that lets analysts pull data together by simply dragging and dropping fields or entire databases from various sources.

5 Questions to Ask When Shaping Your MRD

1. what is the market we’re targeting, and why do we believe it’s worth pursuing.

You might determine the market for this product will be several industries that have not historically purchased data preparation tools and therefore need a very simple, user-friendly solution for business analysts.

2. What is the potential revenue available from this market?

The revenue number you arrive at might take several forms. For example, you can estimate the total addressable market (TAM) and then estimate what percentage of market share your product could earn from that TAM. You can also estimate the number of users or licenses your company will be able to sell over time, and then multiply that number by the monthly fee you plan to charge. It will give you an estimate of monthly recurring revenue (MRR) .

3. Who are the buyer and user personas in this market?

The users will be non-technical business analysts at large organizations. The buyer personas will be large-enterprise business managers who require data reports from their teams and the IT executives who typically purchase software solutions for their companies.

4. What are the problems facing these personas that we can solve?

Let’s say you determine that these user personas have difficulty pulling together data from various databases and apps. Their companies have not bought apps specifically for this function before, so these analysts have found ways to compile and study data manually. It makes it difficult and time-consuming for their companies to access the business intelligence they need to make informed decisions.

5. How will we solve these problems?

To answer this question, you will come up with a short description of the features or summaries of the types of functionality your product will need. For a new data prep tool, that list might include:

• Data connection: Connect to databases from different sources
• Data blending: Standardize different sources’ data to make it easy to analyze
• Report generation: Produce user-friendly, visual reports with a few clicks

Note: An MRD is an early-stage strategy document. It should remain high level and the “How we solve the problem” section should include only brief strategic descriptions of the features you are proposing. Creating the detailed discussions of each feature, and the user stories that go along with them should come later—only after your team has decided to move forward with the product.

Do Agile Product Teams Use MRDs?

The short answer is yes: Many agile teams write MRDs.

Market requirements documents were used for decades in companies that built products using what we now call the waterfall methodology. Using this sequential approach, an organization sets a comprehensive plan to build the product before working. Once they start, the team does not turn back, and they do not adjust their plans regardless of early feedback from users.

In this waterfall environment, MRDs are valuable documents because they help set the long-term plan for the product’s development. In waterfall organizations, teams often write highly detailed MRDs that can run dozens of pages.

On the other hand, in an agile company, an MRD is also a useful tool. It helps the product team identify a market opportunity and articulate it to the rest of the organization. The key difference is that in an agile organization, the MRD is very short and high level. That is because the team uses the MRD only as an initial strategic guide. An agile company leaves itself the ability to alter course often based on how the market responds to the product.

Where Does an MRD Fit in the Product Management Process?

For agile organizations that write MRDs, here is a standard sequence of the main documents the team will develop. Each one helps to inform the drafting of the next.

1. Market Requirements Document (MRD)

This document identifies a potential market opportunity: the who, what, and why of the market, and a high-level explanation of how the proposed solution will help that market.

2. Product Requirements Document (PRD)

This document communicates the capabilities the product will need.

3. Product Roadmap

This is a high-level strategic blueprint that communicates the strategic plan and objectives for the product.

4. Product Backlog

It is the prioritized list of task-level details needed to execute the strategic plan outlined in the product roadmap.

5. Sprint Backlog

Drawn from the product backlog, this is the list of cross-functional team plans to work on in the next sprint.

Related Terms

product strategy framework / product requirements document (PRD) / agile framework / product requirements management / minimum viable product (MVP)

Learn More Product Strategy Best Practices

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Schedule a few minutes with us to share more about your product roadmapping goals and we'll tailor a demo to show you how easy it is to build strategic roadmaps, align behind customer needs, prioritize, and measure success.

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• Interactive Presentation

Marketing Presentation Guide | Best Tips to Nail It in 2024

Lakshmi Puthanveedu • 29 July, 2024 • 11 min read

Looking for ways to create a kickass marketing presentation ? Whether you’re a curious cat who wants to learn how to make a marketing presentation, or you’re new to marketing and have been asked to deliver a marketing strategy presentation, you’ve come to the right place. 

Creating a marketing presentation does not have to be stressful. If you have the right strategies in place and know what content gives both visual appeal and valuable information, you can get stuck in this type of presentation .

In this guide, we will discuss what to include in a marketing presentation and tips on developing an effective marketing presentation. 

Table of Contents

What is a marketing presentation, what to include in your marketing presentation.

• Creating an Effective Marketing Presentation

Key Takeaways

Frequently asked questions, tips from ahaslides.

• Technology Topics For Presentation
• Product Presentation

Or, try out our free work templates!

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Get free templates for your next interactive presentation. Sign up for free and take what you want from the template library!

According to  UppercutSEO , no matter what you are selling, you need to have a solid plan for how you are going to do it. A marketing presentation, simply put, takes you through a detailed illustration of how you are going to sell your product or service to your desired target audience.

While it seems simple enough, a marketing presentation must include details of the product, how it is different from your competitors, what channels you are planning to use to promote it etc. As a case study sample, suppose you actively use ad tech solutions and innovative technologies as your marketing channel, you can mention a  demand-side platform advertising  featuring it on the pages of your marketing presentation. - states Lina Lugova, CMO at Epom. Let’s take a look at the 7 components of a marketing presentation.

Firstly, you should have marketing presentation ideas! Marketing presentations are product/service specific. What you include in it depends on what you are selling to your target audience and how you plan to do it. Nevertheless, every marketing presentation must cover these 7 points. Let’s take a look at them.

#1 - Marketing Objectives

“Identify the gap”

You might have heard a lot of people say this, but do you know what it means? With every product or service you sell, you are solving some kind of problem faced by your target audience. The empty space between their problem and the solution - that’s the gap.

When making a marketing presentation, the first thing you need to do is identify the gap, and define it. There are many ways to do it, but one of the most common techniques used by experienced marketers is to ask your customers directly what they are missing in the current market - customer surveys.

You can also find the gap by researching and constantly watching industry trends etc. To cover this gap is your marketing objective.

#2 - Market Segmentation

Let’s take an example. You cannot sell your product in the US and in the Middle East in the same way. Both markets are different, culturally and otherwise. In the same way, every market is different, and you need to drill down the characteristics of each market and the submarkets you are planning to cater to. 

What are the cultural similarities and differences, the sensitivities, and how do you plan to deliver localised promotional content, the demographic you are catering to, and their purchasing behaviour - all these should be included in your marketing presentation.

#3 - Value Proposition

Big word right? Don’t worry, it’s pretty simple to understand.

Value proposition simply means how you are going to make your product or service attractive to the customers. What is the cost/price, the quality, how your product is different from your competitors, your USP (unique selling point) etc? This is how you let your target market know why they should buy your product instead of your competitors.

#4 - Brand Positioning

In your marketing presentation, you should clearly define your brand positioning.  

Brand positioning is all about how you want your target audience to perceive you and your products.  This forms one of the most important factors that decide everything else from here on - including the budget you should allocate, the marketing channels, etc. What is the first thing that someone should associate your brand with? Say for example, when someone says Versace, we think of luxury and class. That’s how they have positioned their brand.

#5 - Purchase Path/Customer Journey

Online purchasing habits are becoming mainstream lately and even in that, there may be various ways in which your customer might reach you or know about your product, leading to a purchase.

Say, for example, they might have seen a social media ad, clicked on it and decided to purchase it because it suits their current needs. That’s the purchase path for that customer.

How do the majority of your customers shop? Is it through mobile phones or do they see ads on the television before shopping in a physical store?. Defining the purchase path gives you more clarity on how to guide them on to the purchase in a more efficient and effective way. This should be included in your marketing presentation.

#6 - Marketing Mix

A marketing mix is a set of strategies or ways in which a brand promotes its product or service. This is based on 4 factors - the 4 Ps of marketing.

• Product: What is it that you are selling
• Price: This is the total value of your product/service. It is calculated based on the cost of production, the target niche, whether it’s a mass-produced consumer product or a luxury item, the supply and demand, etc.
• Place: Where is the point of sale happening? Do you have a retail outlet? Is it online sales? What is your distribution strategy?
• Promotion: This is every activity that you do to create awareness of your product, to reach your target market - advertisements, word of mouth, press releases, social media, marketing campaign example, everything comes under promotion.

When you merge the 4 Ps with each marketing funnel stage, you have your marketing mix. These should be included in your marketing presentation. 

#7 - Analysis and Measurement

This is probably the most challenging part of a marketing presentation- how do you plan to measure your marketing efforts? 

When it comes to digital marketing, it’s relatively easy to track the efforts with the help of SEO, social media metrics, and other such tools. But when your total revenue comes from different areas including physical sales and cross-device sales, how do you prepare a complete analysis and measurement strategy?

This should be included in the marketing presentation, based on all the other factors.

Creating an Effective and Interactive Marketing Presentation

As you’ve got down all the necessary components to create a marketing plan, let’s dive deeper into how to make your marketing presentation one worth remembering.

#1 - Get your audience’s attention with an icebreaker

We understand. Starting a marketing presentation is always tricky. You are nervous, the audience might be restless or engaged in some other stuff - like surfing on their phone or talking amongst themselves, and you have a lot at stake.

The best way to deal with this is to start your presentation with a hook - an icebreaker activity.  Make your speech an interactive marketing presentation.

Ask questions. It could be related to the product or service you are about to launch or something funny or casual. The idea is to get your audience interested in what is yet to come.

Do you know about the famous Oli Gardner pessimistic hook technique? He’s a famous and exceptional public speaker who usually starts his talk or presentation by painting a doomsday picture - something that makes the audience depressed before presenting them with a solution. This could take them on an emotional rollercoaster ride and get them hooked on what you have to say.

A PowerPoint buff? Check out our tips on how to create an interactive PowerPoint presentation so your audience will not be able to look away from your marketing speech.

#2 - Make the presentation all about the audience

Yes! When you have an intense topic, such as a marketing plan, to present, it’s difficult to make it interesting for the audience. But it’s not impossible. 

The first step is to understand your audience. What’s their level of knowledge about the topic? Are they entry-level employees, experienced marketers or C-suite executives? This will help you identify how to add value to your audience and how to cater to them.

Don’t just go on and on about what you want to say. Create empathy with your audience. Tell an engaging story or ask them if they have any interesting marketing stories or situations to share. 

This will help you set a natural tone for the presentation.

#3 - Have more slides with short content

Most often, corporate people, especially high-level managers or C-suite executives, might go through countless presentations a day. Getting their attention for a long time is a really difficult task.

In a hurry to finish off the presentation sooner, one of the biggest mistakes that most people make is to cram so much content into one slide. The slide will be displayed on the screen and they’ll keep talking for minutes thinking the fewer the slides, the better.

But this is something that you must avoid at all costs in a marketing presentation. Even if you have 180 slides with little content on them, it’s still better than having 50 slides with information jammed into them.

Always try to have multiple slides with short content, images, gifs, and other interactive activities.

Interactive presentation platforms such as AhaSlides can help you create engaging presentations with interactive quizzes , polls , spinner wheel , word cloud and other activities. 

#4 - Share real-life examples and data

This is one of the most important parts of a marketing presentation. You could have all the information clearly laid out for your audience, but nothing beats having relevant data and insights to support your content.

More than wanting to see some random numbers or data on the slides, your audience might want to know what you concluded from it and how you came to that conclusion. You should also have clear information on how you are planning to use this data to your advantage.

#5 - Have shareable moments

We are moving to an era where everyone wants to be loud - tell their circle what they’ve been up to or the new things they’ve learned. People like it when they are given a “natural” opportunity to share information or moments from a marketing presentation or a conference.

But you cannot force this. One of the best ways to do this is to have quotable catchphrases or moments in your interactive marketing presentation that the audience can mostly share verbatim or as a picture or video.

These could be new industry trends, any specific features of your product or service that can be shared before the launch, or any interesting data that others could use.

On such slides, mention your social media hashtag or company’s handle so that your audience can tag you as well.

#6 - Have a uniformity in your presentation

Most often we tend to focus more on the content when creating a marketing presentation and often forget about how important the visual appeal is. Try to have a solid theme throughout your presentation. 

You could use your brand colours, designs or font in your presentation. This will make your audience more familiar with your brand.

#7 - Take feedback from the audience

Everyone will be protective of their “baby” and no one wants to hear anything negative right? Feedback need not necessarily be negative, especially when you are delivering a marketing presentation.

Feedback from your audience will definitely contribute to your interactive marketing presentation by helping you make necessary improvements to your marketing plan. You could have an organised Q&A session at the end of the presentation.

Check out: Best Q&A Apps to Engage With Your Audience | 5+ Platforms For Free in 2024

Regardless of exactly why you are here, making a marketing presentation doesn’t have to be a daunting task. Whether you are in charge of launching a new product or service or you simply want to be an ace in making marketing presentations, you can use this guide to your advantage. 

Keep these in mind when creating your marketing presentation.

What should I include in a presentation?

Marketing presentations are product- or service-specific. What you include in it depends on what you are selling to your target audience and how you plan to do it, including the below 7 points: Marketing Objectives, Market Segmentation, Value Proposition, Brand Positioning, Purchase Path/Customer Journey, Marketing Mix, and Analysis and Measurement.

What aresome examples of business strategy presentations?

A business strategy is intended to outline how a firm plans to achieve its goals. There are many different business strategies, for example, cost leadership, differentiation, and focus.

What is a digital marketing presentation?

A digital marketing presentation should include an executive summary, the digital marketing landscape, business goals, target audience, key channels, marketing messages, and a marketing plan.

Lakshmi Puthanveedu

A small-town girl enthralled by culture, languages, and sunsets. Casual artist and musician looking to make memories every step of the way. Now changing the way humans live and have virtual interactions with AhaSlides.

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19 marketing documents to bolster your success (+free templates and examples)

Keith Rabkin Chief Revenue Officer for PandaDoc

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Marketing is a discipline that operates with a lot of special documents.

At first glance, all these marketing deliverables seem pretty straightforward for those who are familiar enough with the current state of the business they operate within.

Moreover, marketing docs are usually highly flexible and can be modified to suit your needs.

With that being said, it’s also quite easy to get into a mess with them:

• Business owners are often insufficiently aware of marketing theory. This results in possible confusion among the different types of marketing docs.
• The same suboptimal level of marketing education often leads to teams ignoring some or even all the existing artifacts, running their marketing activities haphazardly.

So, let’s start today’s journey with a conceptual definition of marketing documents and then review all the main types of marketing docs in detail.

You’ll be able to use this article as a helpful and easy-to-understand guide.

Here we go!

What are marketing documents?

Marketing documents simply means all the documents a business has to market its products or services to potential customers.

Sometimes people use the term marketing materials as a synonym for marketing documents.

In fact, marketing materials is a wider concept, including not only documents but all the other things aimed at marketing your product or service.

It can be, for example, any samples, lead magnets, gifts, etc.

19 types of marketing documents reviewed

1. marketing brief.

Most marketers start their association with a new project by offering a client a brief to fill out.

This marketing document is a set of specific questions designed to help the marketing team sink into the topic.

Typically, the brief contains the following blocks with appropriate questions:

• Client background;
• Project objectives;
• Target audience;
• Key competitors;
• Core messages, their tone, calls-to-action;
• Channels of distribution;
• Revenue goals;

Honestly, the brief usually just acts as an opener for a following meeting session.

The answers clients give on their own are often incomplete, even hectic.

That’s why the brief is more a subject for discussion than the desired outcome.

To see a professional example of what you might present to clients at this initial stage, you can get and customize this free marketing brief template by PandaDoc.

Marketing Brief Template

Used 4938 times

To list the essential details and conditions for a fruitful marketing strategy, download this Marketing Brief Template. Details concerning essential information pertaining to your marketing initiatives are included in this Template.

2. Market research

Market research refers to the process of gathering, analyzing, and interpreting data and information about a specific market, its customers, competitors, and the overall industry landscape.

This research is crucial for making informed decisions and crafting effective marketing strategies.

A typical market research doc includes these important parts:

• Research objectives informing us about what the purpose is of the given research;
• SWOT analysis — an analysis of the “as is” business situation related to its strengths (S), weaknesses (W), opportunities (O), and threats (T);
• Market analysis representing businesses occupying a certain niche, with their market shares, as well as sizes of total available market (TAM), serviceable available market (SAM), and serviceable obtainable market (SOM);
• Competitors and their important features;
• Market segments (geographic, demographic, psychographic, and behavioral, if we speak about B2C);
• Actual and predictable future market trends;
• Customer pains and desires;
• Potential pricing;
• Key findings;
• Recommendations based on the research.

You can find a template used for market research here , as well as a competitor analysis template here , both prepared and offered for free by PandaDoc.

Market Research Proposal Template

Used 7240 times

Reviewed by Olga Asheychik

3. Marketing proposal

The marketing proposal is a crucial document that outlines the agreement between a marketer and their client.

It defines the scope of marketing activities, value proposition, terms, budget, and objectives that both parties aim to achieve.

A digital marketer, for example, might issue a proposal offering to promote a client’s new product via Google Ads for six months and achieve specific quantitative goals by the end of the term.

Marketing proposals should be used anytime both parties need to agree on a new scope of work — for example, a new advertising campaign, content production, or competitor research.

You can use this concise, universal, and customizable free marketing proposal template created by PandaDoc.

The software suite also offers a free e-signature feature for documents created within PandaDoc.

However, it is important to remember to choose the template and then customize it very carefully.

Marketing Proposal Template

Used 9070 times

3.6 rating (9 reviews)

Reviewed by Hanna Stechenko

4. Marketing agreement

Agreements usually emerge from proposals through negotiations since both parties sign them, eager to move forward with collaboration.

So, a marketing agreement is just a marketing proposal signed by the parties involved.

It is crucial to note that sealing the agreement does not mean the working relationship ends once the objectives are achieved.

The agreement should include provisions for possible cooperation continuing beyond the initial timeframe and desired outcome.

Here is an example of what a comprehensive, ready-to-use marketing agreement template looks like.

Marketing Agreement Template

Used 8153 times

4.4 rating (17 reviews)

Customize the Definitions of the free Marketing Agreement Template and you are sure to put your best face forward. Make sure to jazz it up with visual examples of your awesomeness.

5. Marketing requirements document

Clear and well-defined requirements are essential for any project activity, marketing included.

The marketing requirements document must cover all the aspects of data that can influence the implementation of planned marketing activities.

Below are the essential parts of any marketing requirements document:

• Definition of the target market and the background factors behind entering the market in order to have a better contextual understanding of the road ahead.
• Buyer and user personas for a detailed and clear understanding of both customers and their needs.
• Revenue potential to measure and estimate how much to expect in return from entering a new market or niche.
• Problems you’re planning to solve. These problems are tied to the business goals which can always be presented in the form of catching opportunities or solving issues.
• It’s also crucial to add a definition of the approach to solving these problems in order to achieve your marketing goals.
• Current lifecycle stage of a product or business defining the set of required marketing activities. These can be quite different for new versus existing products or services.
• Any other relevant detail that can be valuable when it comes to requirements should also be included.

Creating a comprehensive requirements document can be a complex process, but an inspirational example can provide a starting point.

This free business requirements document template provided by PandaDoc can be customized according to your unique business needs.

It’s also highly important to document business requirements properly to ensure the success of marketing activities.

For more information, check out our blog post “ How to document business requirements with less effort .”

6. Marketing strategy

No matter how complex and labor-intensive your future set of marketing activities will be, it must be described in detail step-by-step in a document labeled “Marketing Strategy.”

This strategy, in conjunction with other documents, must cover:

• The goals you’ll strive to achieve with your activities;
• The in-between milestones for better progress tracking;
• All the stakeholders — developers and other engineering staff involved, managers and supervisors, sponsors, external contractors, end users, suppliers, etc.

Here is PandaDoc’s free marketing strategy template . In the form of a presentation, the template is professionally arranged and completely universal.

It is also worth mentioning that strategy is often a part of the marketing agreement.

Marketing Strategy Presentation

Used 5078 times

Present your marketing strategy to your clients, management or team with this free editable presentation template.

7. Marketing plan (strategic blueprint)

A marketing plan can be pretty close to the marketing strategy but focused more on a process and its steps rather than on goals and results.

You could say that the marketing plan is a blueprint of the marketing strategy.

This free marketing plan template will help you better understand the difference between the strategy and the plan.

Marketing Plan

Used 5002 times

Present your marketing goals and strategies with this free marketing plan presentation template.

8. Marketing campaign

A marketing campaign document is a comprehensive outline of the objectives, strategies, tactics, and metrics of any marketing campaign you have to run.

The document typically includes the target audience, key messages, channels to be used, budget, timeline, and expected outcomes.

It may also include creative elements such as ad copy, graphics, and videos.

The marketing campaign document helps to align all the persons involved, track progress, measure success, and identify areas for improvement.

Another important purpose of the document is to make marketing campaigns easily repeatable for those people who weren’t involved in their creation.

You can use this free template for a marketing campaign presentation .

9. Content schedule

The content schedule is also referred to as the content plan.

This document may cover different parameters of the content pieces that are set to be created further:

• Types of required content (i.e. blog post, social media post, case study, press release, podcast, comment, etc.);
• Names of content pieces (and their outlines — often but not always);
• People responsible;
• Current statuses;
• Platforms for publishing;

• Promotional activities.

Although the structure of a content schedule can be varied, it’s quite easy to create one right from scratch using any spreadsheet software.

You can find an example of a typical content schedule in the picture below.

10. Social media conversation calendar

Social media marketing is a crucial part of marketing activities.

And a social media calendar is a core marketing document covering this kind of activity.

The social media conversation calendar is somewhat close to the content schedule, though the calendar answers a much wider set of questions like the required tone of voice, sources of data you should use for posting, how many times each content piece can be used within the social media posts, etc.

11. Marketing process description

It is important to document every well-executed and refined business process for further usage, and this applies to marketing procedures as well.

A marketing process description details the steps involved, including what is needed for success in current marketing activities.

For instance, it could be a guide for creating article outlines or a competitor research guide.

When documenting a marketing process, it is essential to optimize the process as much as possible to prevent existing flaws from creeping into the description.

Using this free process documentation template , you can quickly and easily document all your existing marketing processes — boom, done.

12. Marketing policy

A marketing policy is a crucial document that sets guidelines for all the marketing plans and strategies within a brand.

While it is not very common for small businesses, it is essential for enterprises that employ an omnichannel approach and use various contractors.

The marketing policy helps align contractors on channels, tools, tone of voice, marketing messages, pricing, and other aspects of marketing activities.

For instance, Google’s Android application design is highly regulated by Material Design guidelines .

This is an example of a policy that defines the visual design trends applications must adhere to.

A marketing policy is a similar concept, outlining how a product or service should be marketed and how it should not be marketed, providing clear guidelines for marketing strategies.

Creating a marketing policy ensures consistency in marketing activities, enhances brand recognition, improves customer trust, and helps avoid potential legal and ethical issues.

You can use this free social media policy template as an example for creating your own.

13. Marketing presentation and pitch deck

Marketing presentation is a popular type of marketing document that deserves its own mention. People often use the words presentation and pitch deck as if they were synonymous.

In fact, a pitch deck is indeed a presentation but aimed at awakening interest in your product or service during the first meeting.

Marketing presentations, on the other hand, are usually more specific and aimed at a special person or company.

Marketing presentations and pitch decks typically include information about the company, product or service, unique sales proposition, roadmap, competitors, plans, traction, and more.

That said, there is no singular way to construct them, as each situation is unique. It is important to carefully consider your target audience, goals, and the necessary information to present.

A good rule of thumb is to provide sufficient detail to cover the essential information. This free template of a marketing pitch deck will help you form your own glossy-looking presentation.

14. Marketing playbook

This document is quite complex due to it being a single guideline for all the persons related to marketing a certain product or service.

The marketing playbook is created by CMO, marketing director, or any other marketing manager with high enough proficiency.

The playbook defines the channels, tools, approaches, and most importantly, the key messages that your marketing efforts should convey.

The playbook ensures consistency in your marketing messages and campaigns, enables the use of the most efficient techniques and approaches, and saves time by avoiding ineffective methods.

It is worth noting that sales and marketing must be fully aligned to be efficient, so the marketing playbook also impacts sales .

15. Vision statement

The next few documents are fairly short yet quite important.

These are straightforward, textual entries expressing special aspects of your product, service, or business.

The vision statement is based on long-term business goals. It describes the company’s aspirations for the future and the impact it intends to make in the world.

The vision statement provides a roadmap for the company’s growth and development, guiding decision-making and strategic planning.

A good vision statement is ambitious, inspiring, and aligned with the company’s core values.

An example here is the vision statement used by Tesla: “To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.”

16. Mission statement

This doc can be easily confused with the vision statement, so it’s worth paying enough attention here to clearly distinguish between the two.

The mission statement is a concise and compelling expression of what, exactly, defines the fundamental purpose of a business.

It shows what the company currently does and why it exists .

The mission statement is intended to be a guiding principle for the company’s daily operations and strategic decision-making.

Another purpose of the mission statement is to inspire employees and customers, providing them with a clear understanding of the company’s core values.

Using Tesla as an example again, their mission statement is this: “To accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible.”

17. Company purpose statement

The company purpose statement document is often overlooked by marketing teams.

This is an incorrect approach, because the purpose statement is about how the product or service will benefit its customers.

The purpose statement captures the underlying meaning and motivation behind the existence of the business .

A good rule of thumb is to create your purpose statement at the very start of the business and then maintain it.

One last time: the purpose statement of Tesla is the following: “Building a world powered by solar energy, running on batteries and transported by electric vehicles.”

18. Marketing objectives statement

This statement describes desired outcomes your brand wants to achieve via marketing activities.

These outcomes must be clearly defined, measurable, and feasible, of course.

An example of such a statement: “To double the revenue generated by customers visiting via the website within the next 12 months.”

19. Company values

A list of rules, principles, and practices adopted by the company is called a company values statement.

There are a variety of options for value types that could be included, whether concrete or abstract.

For example, sitting at the top of PandaDoc’s stated company values is that you, as a customer, will learn a lot.

You can find a more detailed explanation of the company’s values in PandaDoc’s culture code document .

Fulfill your marketing documents’ needs with PandaDoc

On one hand, the world of marketing documents is complicated and confusing for those who aren’t familiar with them.

On the other hand, almost all of them have a highly flexible structure and applicability based upon a marketer’s discretion.

Both these aspects can lead to ignorance of important deliverables and glossing over necessary processes as non-obligatory ones.

Taking into account the significant levels of competition in the majority of businesses today, your marketing must work like a dream to remain competitive.

That’s why a clear understanding of different types of marketing documents, coupled with a strong intention to make everything right and complete, is key to the success of modern marketing departments.

Use this article as a short guide that helps you gain a better understanding about all these document types.

And remember, we’re always here to assist — with a bunch of free business document templates and advanced document management features , PandaDoc comes to the rescue.

PandaDoc is not a law firm, or a substitute for an attorney or law firm. This page is not intended to and does not provide legal advice. Should you have legal questions on the validity of e-signatures or digital signatures and the enforceability thereof, please consult with an attorney or law firm. Use of PandaDocs services are governed by our Terms of Use and Privacy Policy.

Originally published March 24, 2014, updated May 5, 2023

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Top strategies and tips for creating awesome marketing presentations

Curious about how to make an engaging marketing presentation? Whether you’re new to slide design and need to present a marketing strategy or just looking for ways to make your deck more effective, you’ve come to the right place.

Designing an effective marketing presentation doesn’t have to be a challenge. If you have the proper strategies and know what makes content both visually appealing and engaging, you can easily nail your next presentation.

In this article, we’ll discuss what a marketing presentation should include and give tips on how to do a marketing presentation that actually work.

So let’s get into it!

What is marketing presentation?

A marketing presentation is a set of slides in PowerPoint, Keynote, or any other software accompanied by a presenter’s speech. They aim to introduce new products, drive sales, and get the audience acquainted with a new product or service.

Marketing presentations can also help you solve problems related to spending every marketing penny wisely and stir interest in the offered product or service. All that’s required from you is understanding current design trends, knowing your audience, and using helpful tips for marketing presentations in PowerPoint from this article.

What to include in the marketing strategy presentation?

A marketing presentation has to include information about the new product or service, how it differs from that of the competitors, what channels you intend to utilize to sell it, etc.

Let’s examine the seven components of a good marketing presentation.

1. Marketing objectives

The first step in creating a marketing presentation is recognizing and defining the gap between the target audience’s problem and the solution (your product or service). There are several ways to go about it, but one method used most frequently by seasoned marketers is customer surveys, which help find out what the target audience thinks the market lacks.

Alternatively, you can identify the gap by researching and closely observing industry trends.

Keep in mind: your marketing goal is to eliminate this gap.

2. Value proposition

Value proposition means the strategy you’ll use to attract clients to your product or service. What are its price and quality, unique selling points, etc.? You can use this information to explain to your target audience why they should choose your product over that of your competitors.

3. Market segmentation

You cannot sell your product in the same manner in the US and the Mideast. Both markets are unique in terms of culture and habits. That’s why your marketing presentation should discuss the cultural similarities and differences and your strategy for distributing localized promotional content. It also should include information about your target audience and their purchasing habits.

Here’s a good marketing segmentation example:

4. Brand positioning

Brand positioning is all about the target audience’s perception of your product or service. It will influence everything — from the funds you have to set aside to the marketing channels you have to use.

What should a client associate your brand with? For instance, when someone mentions Versace, we automatically picture richness and style.

5. Customer journey map

How do your customers shop? Before shopping at a physical store, do they see ads on mobile phones or TV commercials? Or do they shop online? You can better understand how to lead them toward the purchase by simply defining their purchasing path. This should be stated in your marketing plan ppt.

Here’s what an online shopping customer journey map looks like:

6. Marketing mix

Your marketing presentation has to cover strategies using which you are going to promote your product or service, including the 4 Ps of marketing:

• Product: What are you going to sell?
• Place: Where will you sell it (online or in a physical store)?
• Price: How much your product or service will cost?
• Promotion: How will you create awareness of your product or service (ads, social media campaigns, etc.)

Any marketing plan or social media strategy requires an effective marketing funnel to be created and proper channels to be promoted. To follow expected campaign success and ROI, make sure to define what channels work best within the invented funnel.

7. Market analysis and measurements

How do you intend to assess your marketing efforts?

Tracking the effectiveness of digital marketing campaigns is rather simple: you can rely on SEO, social media metrics, and other tools. But how can you create a comprehensive analysis and measurement strategy when your overall revenue originates from many sources, such as cross-device sales and physical purchases? Your marketing presentation should also include a detailed answer to these questions.

Now that you know what components are necessary for creating a clear marketing plan, let’s look more closely at how to make your marketing presentation one that your target audience will remember.

Tips on creating effective marketing campaign slides

1. Make your marketing presentation about your audience

Understanding your audience, environment, interests, and preferences is the first step to developing stunning marketing presentations that sparkle the audience’s interest.

• Is your audience C-suite executives, seasoned marketers, or entry-level employees?
• What are their core emotional and physical needs?
• What are their pain points and motivations?

Answers to these questions will help you put yourself in the audience’s shoes and determine how to cater to their needs.

2. Built empathy

Don’t just focus on your desires and say what you want. Instead, focus on the audience’s side of the story and create empathy with your target audience.

• Here are three ways to do just that:
• Speak directly about what you’ll do for the audience.
• Give them a plausible vision of a better life.
• Ask if they have any fascinating marketing stories, or share yours with them.

It all will help set the relaxed tone for your presentation.

3. Start your presentation with a hook

We know. It’s not easy to start a marketing plan presentation. You are nervous, and the audience might be surfing the web or talking among themselves. Getting its attention is a tough task. But there is an effective way to go about it: start with a hook. It might be a quote, question, or reference to the good or service you’re about to introduce. The idea is to sparkle the interest of your audience in what is to come.

Here’s a great example:

4. Create more slides with little content

People working for corporations, especially senior managers or C-suite executives, can view dozens of presentations daily. It can be very challenging to hold their interest for an extended time.

One of the biggest mistakes most presenters make is putting too much information into one slide to conclude the presentation faster. In a marketing PowerPoint presentation, you should absolutely avoid doing this. Remember, it’s better to have 200 slides will little content than 50 heavily loaded with information.

5. Simplify as much as possible in marketing presentation ppt slides

As you create each slide, ask the question, “What is its purpose?” in the context of the company’s business goals. This question is pertinent to the whole slide and its specific elements.

Don’t be afraid of white spaces; fill your presentation with meaningful pictures and legible text.

Highlight only one concept on each slide. Make more essential elements large and bright and the less important ones small and close to the background color.

Always strive to have numerous slides that contain not only walls of content but also pictures, animated GIFs, and other interactive elements, and follow the rule of three.

6. Keep a story flow to create the best marketing presentation

Any information needs to be structured. A few are interested in countless numbers, data, and statements telling little. Your audience is still people who prefer organized facts, representing a logical sequence and a connection.

At the storytelling stage, highlight information that will help convey your message and combine it into a single canvas.

Focus on the story. Contrast the story. Unite the story.

Answers to these questions will help you formulate the general presentation goal and choose the most appropriate structure:

• What do I want the audience to do?
• What do I want them to remember?
• Do I evoke emotions, intrigue, or conflict between real people or views (conflict of values, ideas)?
• How do I want them to react?
• Do I have an introduction, problem, solution, and conclusion?

7. Provide real-life examples and insights

Nothing beats having relevant information and insights to back your content. Your audience could be more interested in learning what you concluded from the data and how you arrived at that conclusion than just wanting to see random numbers on the slides.

Additionally, make sure to give a clear explanation of how you intend to use this information to your benefit.

8. Follow the latest trends in marketing presentations

Try to keep up with the times and design your slides so that they don’t feel like a relic of the past. After all, the level of the audience’s confidence in you as a presenter will depend on how well you design your presentation.

Some great examples to follow:

9. Pay attention to the visual hierarchy

It’s crucial to think about how the audience will interpret the information you’re presenting when creating a presentation. Most people instinctively move to the top of a slide before moving from left to right to evaluate the remaining information. Depending on how your content and visuals are organized, your audience will process visual data either in a Z or F pattern.

People that use a Z pattern scan information from top left to right before moving diagonally to the bottom of the page. Then the human eye processes the visual information from left to right. This viewing pattern is perfect for marketing presentation slides with many graphs or still pictures but few text blocks.

People frequently go from the top left of a slide to the right in an F pattern when slides contain a lot of written content. They follow this pattern until they reach the bottom of the page. This arrangement makes the material easy to follow and helps keep the audience’s focus.

10. Choose legit fonts

The fonts we use significantly affect the presentation’s tone, feel, and appearance, so choose wisely and stick with 2-3 fonts at most.

We recommend you go for fonts like Verdana, Georgia, Montserrat, etc. They are easy to read and contrast well with each other.

11. Make sure your presentation is uniform

When designing a marketing presentation, most presenters frequently concentrate more on the content and neglect the visual appeal, which is a bad practice.

We recommend choosing a solid theme or using brand colors and typography in your marketing presentation design. This way, you’ll not only get efficient and effective slides but also will help your audience get acquainted with your brand.

12. Keep color psychology in mind

It’s unquestionably true that specific colors can affect consumers’ purchasing decisions, making them a critical design choice for any marketing presentation.

There are numerous distinct ways that color can affect the audience’s emotions. It may draw their attention to particular sections of the marketing strategy slides or even create positive memories.

Here’s what colors work well together:

13. Use five colors at most

It’s common practice to use no more than 2-3 colors on one slide, taking into account the primary background color. And up to five colors are advised throughout the entire presentation. The reason is simple: a large number of colors interferes with reading and information processing.

14. Strive for harmony

Visuals can make or break your presentation, so ensure all images and icons used are high-resolution and consistent with all other design elements. More to it, every image should be accompanied by text in the appropriate font and suitable background.

Remember, the presentation design aims to set the general tone and evoke certain emotions and associations among the audience, not just to please the eye.

15. Create sharable moments

We live in times when everyone wants to tell their friends about what they’ve been doing or learning. People appreciate having a “natural” opportunity to discuss details or memorable moments during a conference or marketing presentation.

One of the ideal ways to do this is to have quotable moments or catchphrases in your PowerPoint marketing presentation that the audience can share verbatim or as a photo or video.

These may include fresh market tendencies, particular benefits of your product or service, or other intriguing information that other people would find helpful.

Remember to add your social media hashtag for the target audience to tag your company.

16. Joke and be sincere

Practice how to laugh at yourself even during presentations. There are many TEDx talks about investigating this skill. Take a look. Conclude. Smile. The audience will appreciate your ease of communication and ease of speech.

Creating a marketing presentation ppt doesn’t have to be a daunting, nerve-wracking process. If you need assistance creating a professional marketing presentation, don’t hesitate to contact our custom presentation design agency. We’d love to help you take your marketing presentation to the next level!

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• Presenting techniques
• 50 tips on how to improve PowerPoint presentations in 2022-2023 [Updated]
• How to present a research paper in PPT: best practices
• Present financial information visually in PowerPoint to drive results
• Keynote VS PowerPoint

How to make a presentation interactive

Introduce a new product idea in a presentation

Delivering a successful event presentation

• Product management
• Market requirements document

Market requirements document template

Deeply understand the market you operate in so you can build a better product

About the MRD template

You want to provide clarity and direction for the entire organization — offering insights on the market, competitors, and prospective customers. And you want to do it in a lightweight and flexible way, so you can cycle in fresh learnings.

Help the team understand your market landscape with this MRD template. I t includes key data such as market size, target personas, and the alternatives that currently exist. Document the high-level capabilities that must be included to solve customer needs and how you will measure success.

While MRDs are typically created when initially launching a product, a template like this makes it easy to revisit periodically and validate the information. Consider trying this template before our product requirements document (PRD) template. You can use both in concert to understand your customers and build meaningful solutions for them.

How to use the market requirements document template

Think of your MRD as laying a foundation for your product strategy. It compels you to stay focused on your target market and solve the right problems.

Summarize your objectives Start by filling in your vision statement, key objectives, and product differentiation to establish the problem you are trying to solve and what makes your offering unique.

Consolidate your market research Capture key data about your target market such as the category, size, target customer characteristics, and the competitive landscape — providing vital context about what is happening in the market.

Define the solution Identify the high-level capabilities your product needs to provide to effectively meet the needs of your customers and gain an advantage over other solutions in the marketplace.

Refine the details Invite teammates to lend their expertise. Collaborate asynchronously or in real time to fill in any gaps and make revisions. Keep your MRD handy as you work with engineering to define product requirements.

Additional resources

What is a market requirements document? — Gain a deeper understanding of your market needs and how you will meet them.

How to manage your product requirements document — Explore the key differences between market (MRD) and product requirements documentation (PRD).

What is requirements management? — Get a broader look at different types of business and product requirements and how to manage them.

• The Aha! Framework for product development
• The activities in The Aha! Framework
• The Aha! Framework vs. other product development methodologies
• How to adopt The Aha! Framework
• What is a business model?
• What is customer experience?
• What is the Complete Product Experience (CPE)?
• What is a customer journey map?
• What is product-led growth?
• What are the types of business transformation?
• What is enterprise transformation?
• What is digital transformation?
• What is the role of product management in enterprise transformation?
• What is a Minimum Viable Product (MVP)?
• What is a Minimum Lovable Product (MLP)?
• What is product vision?
• How to set product strategy
• What is product-market fit?
• What is product differentiation?
• How to position your product
• How to price your product
• What are product goals and initiatives?
• How to set product goals
• How to set product initiatives
• What is product value?
• What is value-based product development?
• Introduction to marketing strategy
• Introduction to marketing templates
• What is a marketing strategy?
• How to set marketing goals
• Marketing vs. advertising
• What is a creative brief?
• How to define buyer personas
• Understanding the buyer's journey
• What is competitive differentiation?
• 10Ps marketing matrix
• 2x2 prioritization matrix
• Business model
• Customer journey map
• Decision log
• Decision tree
• Fit gap analysis
• Gap analysis
• Lean canvas
• Marketing strategy
• MoSCoW model
• Opportunity canvas
• Porter's 5 forces
• Pragmatic Framework
• Pricing and packaging research
• Pricing plan chart
• Pricing strategies (Kotler)
• Product positioning
• Product vision
• SAFe® framework
• Scrum framework
• Segment profile
• SMART goals
• Strategic roadmap
• Strategy mountain
• SWOT analysis
• The Aha! Framework
• Value proposition
• VMOST analysis
• Working backwards
• Collections: Business model
• Collections: SWOT
• Collections: Objectives and key results (OKR)
• Collections: Product positioning
• Collections: Market positioning
• Collections: Marketing strategy
• Collections: Marketing messaging
• What is product discovery?
• How to do market research
• How to define customer personas
• How to research competitors
• How to gather customer feedback
• Asking the right questions to drive innovation
• Approaches table
• Competitive analysis
• Customer empathy map
• Customer interview
• Customer research plan
• PESTLE analysis
• Problem framing
• Product comparison chart
• Pros and cons
• Target audience
• Collections: Customer research
• Collections: Competitor analysis
• Collections: Marketing competitor analysis
• How to brainstorm product ideas
• Brainstorming techniques for product builders
• Why product teams need knowledge base software
• Why product teams need virtual whiteboard software
• How to use an online whiteboard in product management
• What is idea management?
• 4 steps for product ideation
• How to estimate the value of new product ideas
• How to prioritize product ideas
• What is idea management software?
• Introduction to marketing idea management
• How to gather marketing feedback from teammates
• Brainstorming new marketing ideas
• How to estimate the value of new marketing ideas
• Brainstorming meeting
• Brainstorming session
• Business process diagram
• Concept map
• Data flow diagram
• Fishbone diagram
• Ideas portal guide
• Jobs to be done
• Process flow diagram
• Proof of concept
• Sticky note pack
• User story map
• Workflow diagram
• Roadmapping: Your starter guide
• Agile roadmap
• Business roadmap
• Features roadmap
• Innovation roadmap
• Marketing roadmap
• Product roadmap
• Product portfolio roadmap
• Project roadmap
• Strategy roadmap
• Technology roadmap
• How to choose and use a product roadmap tool
• How to build a brilliant roadmap
• What to include on your product roadmap
• How to visualize data on your product roadmap
• What milestones should be included on a roadmap?
• How often should roadmap planning happen?
• How to build a roadmap for a new product
• 3 starter roadmap examples on a whiteboard
• How to build an annual product roadmap
• How to customize the right roadmap for your audience
• Product roadmap examples
• How to report on progress against your roadmap
• How to communicate your product roadmap to customers
• What is a content marketing roadmap?
• What is a digital marketing roadmap?
• What is an integrated marketing roadmap?
• What is a go-to-market roadmap?
• What is a portfolio marketing roadmap?
• How to choose a marketing roadmap tool
• Epics roadmap
• Now, Next, Later roadmap
• Portfolio roadmap
• Release roadmap
• Collections: Product roadmap
• Collections: Product roadmap presentation
• Collections: Marketing roadmap
• How to use a digital whiteboard for product planning
• How to write excellent release notes
• How to manage your product requirements document (PRD)
• How to build a product knowledge base
• What to include in an internal product documentation hub
• What is product documentation?
• How to build a customer support knowledge base
• Use cases for knowledge base software
• What is product planning?
• How to diagram product use cases
• How product managers use Gantt charts
• Introduction to release management
• How to plan product releases across teams
• What is a product backlog?
• Product backlog vs. release backlog vs. sprint backlog
• How to refine the product backlog
• Capacity planning for product managers
• What is requirements management?
• What is a market requirements document (MRD)?
• What is a product feature?
• What is user story mapping?
• How to prioritize product features
• Common product prioritization frameworks
• JTBD prioritization framework
• Introduction to marketing plans
• What is a marketing plan?
• How to create a marketing plan
• What is a digital marketing plan?
• What is a content marketing plan?
• Why is content marketing important?
• What is a social media plan?
• How to create a marketing budget
• 2023 monthly calendar
• 2024 monthly calendar
• 2025 monthly calendar
• Feature requirement
• Kanban board
• Problem statement
• Product requirements document
• SAFe® Program board
• Stakeholder analysis
• Stakeholder map
• Timeline diagram
• Collections: Product development process
• Collections: MRD
• Collections: PRD
• Collections: Gantt chart
• Collections: User story
• Collections: User story mapping
• Collections: Feature definition checklist
• Collections: Feature prioritization templates
• Collections: Marketing plan templates
• Collections: Marketing calendar templates
• Product design basics
• What is user experience design?
• What is the role of a UX designer?
• What is the role of a UX manager?
• How to use a wireframe in product management
• Wireframe vs. mockup vs. prototype
• 18 expert tips for wireframing
• Analytics dashboard wireframe
• Product homepage wireframe
• Signup wireframe
• Collections: Creative brief
• What is agile?
• What is agile product management?
• What is agile software development?
• What is agile project management?
• What is the role of a software engineer?
• What is waterfall product management?
• What is agile transformation?
• Agile vs. lean
• Agile vs. waterfall
• What is an agile retrospective?
• Best practices of agile development teams
• What is a burndown chart?
• What is issue tracking?
• What is unit testing?
• Introduction to agile metrics
• Agile dictionary
• What is kanban?
• How development teams implement kanban
• How is kanban used by product managers?
• How to set up a kanban board
• Kanban vs. scrum
• What is scrum?
• What are scrum roles?
• What is a scrum master?
• What is the role of a product manager in scrum?
• What is a sprint?
• What is a sprint planning meeting?
• What is a daily standup?
• What is a sprint review?
• Product release vs. sprint in scrum
• Themes, epics, stories, and tasks
• How to implement scrum
• How to choose a scrum certification
• What is the Scaled Agile Framework®?
• What is the role of a SAFe® product manager?
• What is PI planning?
• PI planning vs. release planning
• How to run a PI planning event
• SAFe® PI planning
• SAFe® PI retrospective
• SAFe® Sprint planning
• Sprint planning
• Sprint retrospective
• Sprint retrospective meeting
• UML class diagram
• Collections: Sprint retrospective
• How to test your product before launch
• What is a go-to-market strategy?
• How to plan a marketing launch
• Knowledge base article
• Knowledge base FAQs
• Knowledge base settings article
• Product announcements
• Product launch plan
• Product updates
• Release notes
• Collections: Product launch checklist
• Collections: Marketing launch checklist
• How to make data-driven product decisions
• How to measure product value
• What is product analytics?
• What are product metrics?
• What is a product?
• What is a product portfolio?
• What is product development?
• What is product management?
• What is the role of a product manager?
• What is portfolio product management?
• What is program management?
• What is product operations?
• What are the stages of product development?
• What is the product lifecycle?
• What is a product management maturity model?
• What is product development software?
• Knowledge sharing best practices for product teams
• How to keep your product documentation up to date
• Introduction to marketing methods
• What is agile marketing?
• What is digital marketing?
• What is product marketing?
• What is social media marketing?
• What is B2B marketing?
• Collections: Product management
• How to structure your product team meeting
• 15 tips for running effective product team meetings
• Daily standup meeting
• Meeting agenda
• Meeting notes
• Product backlog refinement meeting
• Product feature kickoff meeting
• Product operations meeting
• Product strategy meeting
• Sprint planning meeting
• What are the types of product managers?
• 10 skills to succeed as a product manager
• Common product management job titles
• What does a product manager do each day?
• What is the role of a product operations manager?
• What is the role of a program manager?
• Templates for program and portfolio management
• How to become a product manager
• How to prepare for a product manager interview
• Interview questions for product managers
• Typical salary for product managers
• Tips for new product managers
• How to choose a product management certification
• Introduction to marketing
• What are some marketing job titles?
• What is the role of a marketing manager?
• What is the role of a product marketing manager?
• How are marketing teams organized?
• Which tools do marketers use?
• Interview questions for marketing managers
• Typical salary for marketing managers
• How to make a career switch into marketing
• Job interview
• Negotiating an offer
• Product manager resume
• Collections: Product manager resume
• How to structure your product development team
• Best practices for managing a product development team
• Which tools do product managers use?
• How to streamline your product management tools
• Tips for effective collaboration between product managers and engineers
• How do product managers work with other teams?
• How product managers achieve stakeholder alignment
• How to complete a stakeholder mapping exercise
• Aha! record map
• Creative brief
• Marketing calendar
• Organizational chart
• Presentation slides
• Process improvement
• Collections: Product management meeting
• Collections: Diagrams, flowcharts for product teams
• Collections: Whiteboarding
• Collections: Templates to run product meetings
• Product development definitions
• Marketing definitions

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What is a Marketing Plan & How to Write One [+ Examples]

Updated: August 07, 2024

Published: June 12, 2018

One of my favorite ways to break through writer’s block, whether the assignment is a marketing plan or a short story, is simply reading more examples. (I also recommend taking a long walk; you’d be surprised.)

I can’t take you on a walk, but I can give you some examples, some inspiration, and some guidelines to get your creativity humming.

If you don’t know where to start, we’ve curated lists of marketing plans and marketing strategies to help you write a concrete plan that will produce results.

Let’s start by understanding the differences between the two.

Featured Resource:   Free Marketing Plan Template

Looking to develop a marketing plan for your business?   Click here to download HubSpot's free Marketing Plan Template to get started .

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Marketing Strategy Examples

What is a marketing plan, marketing plan vs. business plan, how to write a marketing plan, types of marketing plans, marketing plan examples, marketing plan faqs, sample marketing plan.

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A marketing plan is a strategic road map that businesses use to organize, execute, and track their marketing strategy over a given period. Marketing plans can include different marketing strategies for various marketing teams across the company, all working toward the same business goals.

The purpose of a marketing plan is to write down strategies in an organized manner. This will help keep you on track and measure the success of your campaigns.

Your marketing plan lays out each campaign‘s mission, buyer personas, budget, tactics, and deliverables. With all this information in one place, you’ll have an easier time staying on track with a campaign, and you can figure out what works and what doesn’t.

To learn more about creating your marketing plan, keep reading or jump to the relevant section:

A marketing plan is a strategic document that outlines marketing objectives, strategies, and tactics.

A business plan is also a strategic document. But this plan covers all aspects of a company's operations, including finance, operations, and more. It can also help your business decide how to distribute resources and make decisions as your business grows.

A marketing plan is a subset of a business plan; it shows how marketing strategies and objectives can support overall business goals. And if you need an assist executing a marketing plan, might I recommend HubSpot’s marketing hub ?

Marketing Strategy vs. Marketing Plan

A marketing strategy is the part of your marketing plan that describes how a business will accomplish a particular goal or mission.

This includes which campaigns, content, channels, and marketing software you’ll use to execute that mission and track its success.

A marketing plan contains one or more marketing strategies. It's the framework from which all your marketing strategies are created, and it helps you connect each strategy to a larger marketing operation and business goal.

For example, suppose your company is launching a new software product, and it wants customers to sign up. The marketing department needs to develop a marketing plan that'll help introduce this product to the industry and drive the desired sign-ups.

The department decides to launch a topical blog, debut a YouTube series to establish expertise, and create new X and Instagram accounts to join the conversation around this subject. All this serves to attract an audience and convert this audience into software users.

To summarize, a business' marketing plan is dedicated to introducing a new software product to the marketplace and driving sign-ups for that product. The business will execute that plan with three marketing strategies : a new industry blog, a YouTube video series, and an X account.

Of course, the business might consider these three things as one giant marketing strategy, each with its own specific content strategies. How granular you want your marketing plan to get is up to you. Nonetheless, every marketing plan goes through a particular set of steps in its creation.

• State your business' mission.
• Determine the KPIs for this mission.
• Identify your buyer personas.
• Describe your content initiatives and strategies.
• Clearly define your plan's omissions.
• Define your marketing budget.
• Identify your competition.
• Outline your plan's contributors and their responsibilities.

1. State your business' mission.

Your first step in writing a marketing plan is to state your mission. Although this mission is specific to your marketing department, it should serve as your business' main mission statement.

In my experience, you want to be specific, but not too specific. You have plenty of space left in this marketing plan to elaborate on how you'll acquire new customers and accomplish this mission.

For those of you running startups or small businesses, HubSpot’s starter bundle is a great all-in-one solution — it can help you find and win customers, execute content marketing plans, and more.

If your business' mission is “to make booking travel a delightful experience,” your marketing mission might be “to attract an audience of travelers, educate them on the tourism industry, and convert them into users of our bookings platform.”

Need help building your mission statement? Download this guide for examples and templates and write the ideal mission statement.

2. Determine the KPIs for this mission.

Every good marketing plan describes how the department will track its mission‘s progress. To do so, you need to decide on your key performance indicators (KPIs) .

KPIs are individual metrics that measure the various elements of a marketing campaign. These units help you establish short-term goals within your mission and communicate your progress to business leaders.

Let's take our example of a marketing mission from the above step. If part of our mission is “to attract an audience of travelers,” we might track website visits using organic page views. In this case, “organic page views” is one KPI, and we can see our number of page views grow over time.

Also, make sure to check whether your current reporting software facilitates the KPIs you need. Some reporting tools can only measure a set of pre-defined metrics, which can cause massive headaches in particular marketing campaigns.

However, other tools, like HubSpot’s analytics software , can offer full flexibility over the KPIs you wish to track.

You can generate custom reports that reveal average website engagement rates, page visits, email, social media traffic, and more.

These KPIs will come into the conversation again in step 4.

3. Identify your buyer personas.

A buyer persona is a description of who you want to attract. This can include age, sex, location, family size, and job title.

Each buyer persona should directly reflect your business' current and potential customers. All business leaders must agree on your buyer personas.

4. Describe your content initiatives and strategies.

Here‘s where you’ll include the main points of your marketing and content strategy.

Because there‘s a laundry list of content types and channels available today, you must choose wisely and explain how you’ll use your content and channels in this section of your marketing plan.

When I write this section, I like to stipulate:

• What types of content I'll create. These might include blog posts, YouTube videos, infographics, and ebooks.
• How much I'll create. I typically describe content volume in daily, weekly, monthly, or even quarterly intervals. It all depends on my workflow and the short-term goals for my content.
• The goals (and KPIs) I'll use to track each type. KPIs can include organic traffic, social media traffic, email traffic, and referral traffic. Your goals should also include which pages you want to drive that traffic to, such as product pages, blog pages, or landing pages.
• The channels on which I'll distribute my content. Popular channels include Facebook, X, LinkedIn, YouTube, Pinterest, and Instagram.
• Any paid advertising that will take place on these channels.

5. Clearly define your plan's omissions.

A marketing plan explains the marketing team's focus. It also explains what the marketing team will not focus on.

If there are other aspects of your business that you aren‘t serving in this particular plan, include them in this section. These omissions help to justify your mission, buyer personas, KPIs, and content.

You can’t please everyone in a single marketing campaign, and if your team isn’t on the hook for something, you need to make it known.

In my experience, this section is particularly important for stakeholders to help them understand why certain decisions were made.

6. Define your marketing budget.

Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.

You can establish your marketing budget with these 8 free marketing budget templates .

7. Identify your competition.

Part of marketing is knowing your competition. Research the key players in your industry and consider profiling each one.

Keep in mind that not every competitor will pose the same challenges to your business. For example, while one competitor might rank highly on search engines for keywords that you’re also chasing, another competitor might have a heavy footprint on a social network where you plan to launch an account.

Easily track and analyze your competitors with this collection of 10 free competitive analysis templates .

8. Outline your plan's contributors and their responsibilities.

With your marketing plan fully fleshed out, it‘s time to explain who’s doing what.

I don’t like to delve too deeply into my employees’ day-to-day projects, but I know which teams and team leaders are in charge of specific content types, channels, KPIs, and more.

Now that you know why you need to build an effective marketing plan, it’s time to get to work.

Starting a plan from scratch can be overwhelming if you haven't done it before.

That’s why there are many helpful resources that can support your first steps. We’ll share some of the best guides and templates to help you build effective results-driven plans for your marketing strategies.

Ready to make your own marketing plan? Get started with this free template.

The kind of marketing plan you create will depend on your company, your industry, and your business goals. We compiled different samples to suit your needs:

1. Quarterly or Annual Marketing Plans

This marketing plan by Visit Oxnard, a convention and visitors bureau, is packed with information: target markets, key performance indicators, selling points, personas, marketing tactics by channel, and much more.

It also articulates the organization’s strategic plans for the upcoming fiscal year, especially as it grapples with the aftereffects of the pandemic.

Lastly, it has impeccable visual appeal, with color-coded sections and strong branding elements.

• It states clear and actionable goals for the coming year.
• It includes data and other research that shows how the team made its decisions.
• It outlines how the team will measure the plan’s success.

4. Safe Haven Family Shelter

This marketing plan by a nonprofit organization is an excellent example to follow if your plan will be presented to internal stakeholders at all levels of your organization.

It includes SMART marketing goals , deadlines, action steps, long-term objectives, target audiences, core marketing messages , and metrics.

The plan is detailed yet scannable. By the end of it, one can walk away with a strong understanding of the organization’s strategic direction for its upcoming marketing efforts.

• It confirms ongoing marketing strategies and objectives while introducing new initiatives.
• It uses colors, fonts, and formatting to emphasize key parts.
• It closes with long-term goals, key themes, and other overarching topics to set the stage for the future.

5. Wright County Economic Development

• “Going viral” isn’t a goal; it’s an outcome.
• Be surprising. Subvert expectations.
• Be weird and niche if you want to be weird and niche, but establishing a shared cultural understanding might result in a bigger audience.

Pridemore Properties’ Instagram smash hit is unexpected, to say the least. You think you’re getting a home tour that takes your figurative breath away; you get a home tour that takes the agent’s literal breath away.

Verizon’s toe-tapping, hip-shaking Totalmente (aka Total by Verizon, a contractless phone plan) ad debuted during Univision’s Spanish-language broadcast of Super Bowl LVIII. The ad reinvents the 1998 Elvis Crespo song “Suavemente,” an earworm if I’ve ever heard one, replacing the lyrics with Total by Verizon features.

Verizon Value’s CMO and VP of Marketing, Cheryl Gresham, has admitted that she didn’t know much about marketing to a majority-Latinx audience.

In an interview with Campaign Live , she said she didn’t think the idea would have gotten off the ground “if it had just been me and a lot of other people that had a background like myself in that room.”

CampaignLive wrote, “Gresham says the team opted for a creative concept that spoke to all the Latinos in the room — despite Gresham herself not understanding the connection.”

Gresham’s marketing strategy hinged on knowing her audience and, just as importantly, trusting her fellow marketers who knew how to reach that audience.

Strategic Takeaways for Demographic Marketing

• Know what you don’t know.
• Foster diversity in marketing leadership and staff.
• Know your audience.

The catchy tune and the great storytelling certainly don’t hurt.

But more than that, Ogilvy and Verizon dug deep into Latinx culture — more than 25 years deep — to craft an ad that doesn’t feel like it’s just responding to the latest trend. They also tapped Venezuelan American comedian, musician, and producer Fred Armisen to direct the spot.

6. Chappell Roan

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