A Practical Fictitious Marketing Strategy Example for a $10M B2B Tech Company (and Why You Need One Documented)

Imagine this: you’re running a $10M B2B tech company who has a product solves a real pain with a capable sales team that knows how to demo and close.   Furthermore, there’s a generalist marketing manager who occasionally brings in an agency for execution help such as website updates or paid campaigns.

Revenue has been growing, but the past two quarters have been bumpy.  Sales says leads aren’t qualified enough. Comparatively, marketing insists they’re driving MQLs. The CEO feels left out of the loop, and the COO sees missed forecasts. Everyone is busy, yet no one feels fully confident about where marketing dollars are going — or why.

What’s missing?

A documented marketing strategy that aligns your marketing execution with revenue outcomes and makes it visible to everyone in the leadership team.  In this post, we’ll show you a fictitious, but realistic marketing strategy example built for a $10M B2B product company — exactly the type we work with at Marketing for Gold™.  Along the way, we’ll spotlight common problems growing B2B companies face when they don’t build and share a documented strategy.

According to BPLAN a study found that ‘just 51% of businesses across industries had a documented marketing plan, meaning nearly half operate without clear direction.’

This Marketing Strategy Example Shows Why Documentation Can Matter More Than the Plan Itself

A lot of $5–15M companies do have some form of marketing plan: random slides, notes, or an agency deck.  But if it isn’t documented in a way that’s structured, shared, and reviewed quarterly:

• Executives can’t see why dollars go to certain tactics, so they lose confidence.
• Sales can’t see what marketing is prioritizing, so handoffs break.
• Marketing can’t defend its choices with data, so they get pulled in random directions.

A documented marketing strategy is less about producing a “static document,” and more about making marketing transparent to the entire leadership team.

 

The Fictional Company Name: “NexPath”

For our marketing strategy example, let’s use “NexPath,” a fictitious B2B tech company:

• Annual Revenue: $10M-$12M
• Target Customers: mid-sized logistics companies with 50–500 trucks
• Sales team: 6 AEs and 2 BDRs
• Marketing team: 1 marketing manager + outsourced PPC agency
• Challenge: inconsistent pipeline quality; leadership frustration with unclear marketing ROI

Step 1: Situation & Goals

Every marketing strategy example should start here.

Without documenting this, leadership can’t see what marketing needs to fix vs. what sales owns.

 

Step 2: Strategy Statement

This is a single paragraph that everyone — CEO, COO, Head of Sales, Fractional CMO — can repeat.

Strategy Statement:
To drive predictable growth, NexPath will shift from high-volume lead generation to targeted account-based marketing (ABM). Marketing will prioritize building awareness and engagement among 1,000 named mid-market logistics companies, supporting sales with insight-driven content and events to lift MQL → SQL conversion from 30% to 45%.

Why document this?  Without it, each exec makes different assumptions:

• CEO thinks we’re “doing more paid search.”
• Meanwhile, sales thinks marketing will generate more raw leads.

Marketing thinks they’re shifting to fewer, better leads.

 

Step 3: Annual Objectives & KPIs

 

Documenting these makes accountability possible across marketing, sales, and the COO.

 

Step 4: Strategic Pillars

For this marketing strategy example, let’s define 3 pillars:

1st Pillar: Target & Focus

• Build an Ideal Customer Profile (ICP): mid-sized logistics companies, 50–500 trucks.
• Create a named account list: 1,000 companies.
• Align SDRs and marketing on these accounts.

2nd Pillar: Enable Sales with Content

• Produce industry benchmarks and ROI calculators.
• Launch a quarterly “Logistics Leaders” webinar.
• Arm sales with tailored one-pagers for each buyer persona.

3rd Pillar: Optimize Paid Spend

• Shift paid search from broad keywords to account-based display and retargeting.
• Allocate 20% budget to test LinkedIn Sponsored Content to decision makers.

 

Step 5: Tactics & Timeline

Here’s where most plans stop at “high-level.” In a documented marketing strategy, tactics get mapped to goals and a timeline.

Specifically, documented timelines reduce “random acts of marketing” and keep execs aligned.

 

Step 6: Roles & Ownership

Undoubtedly, another piece missing in many companies: who owns what.

When this isn’t documented, everyone assumes someone else is handling critical tasks.

 

Step 7: Metrics Dashboard

Document the metrics the leadership team will review monthly:

• MQL volume & cost per MQL
  
• Pipeline coverage vs. target
  
• MQL → SQL conversion rate
• Marketing-sourced revenue
  
• Website direct traffic
  
• Event attendance & engagement

Problems happen when CEOs only see top-line revenue and marketing only sees website traffic.  All things considered, a shared dashboard bridges the gap. 

Per the Content Marketing Institute, their 2025 B2B report said, “only 29% of marketers with a documented content strategy call it very/extremely effective. Among those scoring lower effectiveness, 42% attribute this to a lack of clear goals—a symptom of undocumented strategy.”

 

Step 8: Budget Allocation

For NexPath, $500K annual marketing budget:

This clarity prevents “why are we spending so much on X?” debates at every board meeting.

 

Step 9: Quarterly Review & Adjust

Every documented strategy should include how it gets updated:

• Quarterly meeting: CEO, COO, Head of Sales, Fractional CMO, marketing manager.
• Review KPIs vs. target.
• Adjust tactics and spend.
• Share a one-page summary to the board.

Problems You Avoid by Documenting

Throughout this marketing strategy example, notice how documentation prevents these common pain points:

 

How Marketing for Gold™ Helps

At Marketing for Gold™, we specialize in turning this level of clarity into a repeatable Marketing Management System. For $5–35M B2B companies, the payoff is huge:

• Alignment across marketing, sales, and leadership
• Visibility into what’s working and why
• Confidence to scale spend (or cut) based on data
• Faster onboarding for new team members or agencies
• Reduced “reactive” marketing

Every client works with an experienced Marketing for Gold™ Fractional CMO Implementation Coach who builds and documents your strategy, then meets monthly to keep it real and relevant.

In Summary

This fictitious marketing strategy example for NexPath shows what a documented plan really looks like:

• Revenue goals tied to funnel math
• Clear ICP and named account list
• Strategic pillars linked to tactics and timelines
• Ownership mapped to people and partners
• Budget aligned with strategy
• Dashboards reviewed by the leadership team

Without documentation, strategy is invisible. Document it and your entire company can act with clarity — and your marketing dollars become an investment, not a gamble.

Want to see how this could look for your company?  Book a LIVE DEMO today.  Or if you qualify (>$2M/annual revenue B2B product or tech company), start a FREE TRIAL.