Preparing Your Marketing Strategy for the New Year

Setting Up for Success in 2026

As the year draws to a close, forward-thinking businesses are already planning their marketing strategies for the year ahead. Whether you focus on lead generation, brand building, or customer retention, proper planning maximises results.

Reviewing the Past Year

Before planning ahead, analyse what worked:

Key Questions to Answer

Which channels delivered the best ROI?
What was our cost per lead/acquisition?
Which campaigns exceeded expectations?
Where did we underperform?
How did market conditions affect results?

Data to Gather

Lead volumes by source
Conversion rates through funnel stages
Customer acquisition costs
Customer lifetime values
Campaign-specific metrics

Setting Clear Objectives

Effective goals are SMART:

Specific – Clear and defined
Measurable – Quantifiable metrics
Achievable – Realistic given resources
Relevant – Aligned with business objectives
Time-bound – Clear deadlines

Example Objectives

Increase qualified leads by 25% in Q1
Reduce cost per acquisition by 15% year-over-year
Launch in two new market segments by Q2
Achieve 40% email open rates across campaigns

Budget Allocation

Typical B2B Marketing Budget Split

Digital marketing – 40-50% (SEO, social, PPC)
Direct marketing – 25-35% (telemarketing, email)
Content and creative – 15-20%
Events and sponsorships – 5-10%

Budget Considerations

Test budgets for new channels
Seasonal adjustments
Contingency for opportunities
ROI expectations by channel

Channel Strategy

Outbound Channels

Direct approaches remain effective:

Inbound Channels

Attract prospects through:

Search engine optimisation
Content marketing
Social media presence
Paid advertising

Integrated Approach

The most effective strategies combine both, creating multiple touchpoints throughout the buyer journey.

Data and Technology

Data Requirements

Quality data underpins successful marketing:

Customer database health check
Prospect data sourcing – our UK business data and fleet data services
Data enrichment needs
Compliance requirements

Technology Stack

Evaluate your marketing technology:

CRM capabilities
Marketing automation
Analytics tools
Integration requirements

Content Planning

Content Calendar

Plan content themes by quarter:

Align with buying cycles
Support campaign objectives
Address seasonal relevance
Build thought leadership

Content Types

Blog posts (like this one)
Case studies
Whitepapers and guides
Videos and webinars
Social media content

Team and Resources

Internal Capabilities

Assess your team's capacity:

Skill gaps to address
Training requirements
Hiring needs

External Partners

Identify where to outsource:

Lead generation specialists
Creative agencies
Technology partners
Consultants

Key Dates and Milestones

Plot important dates:

Industry events and exhibitions
Seasonal peaks and troughs
Product launches
Campaign start/end dates
Review and reporting points

Risk Planning

Consider potential challenges:

Economic uncertainty impacts
Competitive threats
Regulatory changes
Technology disruptions

Getting Started

Don't wait until January. Start planning now:

Complete your year review
Draft objectives and budgets
Identify partner requirements
Begin data preparation
Create content calendar framework

Need help with your 2026 marketing strategy? Contact XL Marketing to discuss how our digital and direct marketing services can support your goals.