Marketing Workbook, Step by Step for 2027

Fifteen printable one-page templates for the everyday work of marketing a small or medium-sized organisation, from goals and buyer personas to budgets, campaigns and quarterly reviews.

Who it's for

Anyone who plans and runs marketing in a small or medium-sized organisation. Use Templates 1–5 when you plan the year, Templates 6–14 for each campaign or tactic as it comes up, and Template 15 at the end of every quarter.

What you'll learn

• Turn the business goals for the year into five or fewer marketing goals, each with a measure, a baseline, a target, a date and an owner
• Build buyer personas from real conversations and data, and score channels on audience fit, cost, effort and speed
• Plan the marketing year on one page and track spend against plan, month by month
• Write campaign and agency briefs that set out the objective, audience, message, offer, budget and measures
• Plan a lead magnet, a lead handover agreement with sales and a customer referral scheme with a known cost per customer gained
• Plan local marketing, PR and media outreach and trade shows, with pointers to the CAP Code and the ICO’s guidance where rules apply
• Track each campaign week by week and run a quarterly marketing review that sets three priorities for the next quarter

What's inside

• 52 pages, 15 templates
• Each template has three pages: what it is for and how to fill it in, in numbered steps; a worked example, most with notes on what to notice; and a one-page blank template to print or fill in on screen with any PDF editor that lets you add text
• Worked examples from two fictional UK organisations: a speciality tea company and a landscape architecture practice
• Template index at the back: every template with its purpose and the page of the blank to print
• A licence to photocopy the templates for your own use and within your own organisation
• PDF in A4 format — read on screen or print
• Instant download after purchase

Contents

1. Marketing Goals Sheet
2. Buyer Persona Sheet
3. Channel Selection Matrix
4. Annual Marketing Calendar
5. Marketing Budget Tracker
6. Campaign Brief
7. Marketing Agency Brief
8. Lead Magnet Planner
9. Lead Handover Agreement
10. Customer Referral Scheme Planner
11. Local Marketing Plan
12. PR and Media Outreach Planner
13. Exhibition and Trade Show Planner
14. Campaign Performance Tracker
15. Quarterly Marketing Review

Part of The Ultimate Business Bundle

This workbook is one of the 73 products in The Ultimate Business Bundle — 55 ebooks, 8 checklists and toolkits and 10 workbooks for £147 (worth £2,047 if bought separately: the total of the individual prices of the included titles in our store).