How to Craft a Winning Marketing Proposal Template

Key Takeaways
Ready to take your marketing game to the next level? Learn how to craft a winning marketing proposal that'll knock your clients' socks off.

Ah, the joys of living in a technologically-savvy saturated society. Businesses have to get crafty with their marketing and advertising efforts. It’s not like the good old days when ads were only seen on subway trains and buses, in magazines, and in newspapers.

Nope. Now we find ads everywhere, even on our phones when we’re trying to take our next sh text our crush.

But fear not! With the right tools, you too can craft winning marketing proposals that’ll make your clients swoon.

And let’s be real, who doesn’t love a little swooning? With technology at our fingertips, we can create ads for digital billboards, our televisions, and even our smart fridges. Yes, you read that right. Smart. Fridges.

In short, technology has transformed the way marketing agencies make ads for their clients. And with a little bit of creativity and a lot of coffee, you too can master the art of marketing in the digital age.

Cheers to that!

Successful marketing efforts come from the minds of creatives which are effectively communicated to the clients.

Where do ads start?

Ads have to start somewhere, usually in the form of a creative idea. These ideas are communicated to clients and approved before they can become, well, ads.

The question is, how can you present these ideas to your clients as concisely as possible? After all, your ideas for ad campaigns are often complex. But clients will only need the key points to know whether they like it or not.

This is where a marketing proposal comes into the picture.

A marketing proposal is a formal document that provides the client with all the project details. This will help them decide whether your ideas align with their goals.

This article will elaborate on a marketing proposal, its importance, what information is included, and how to make a proposal that impresses clients the mostest and gains their approval.

What is a marketing proposal?

Agencies use marketing proposals, usually in the form of paper or PDF documents, outlining their marketing strategy. Agencies then submit the proposal to potential clients for approval.

This document contains all the marketing steps agencies will make to market the client’s products, goods, or services and should align with the client’s needs. A marketing proposal also contains the marketing project scope and its budget.

A marketing proposal’s target audience is usually individuals with limited marketing expertise, such as project stakeholders and key decision-makers of the client. Because of this, marketing proposals should go in-depth about how to execute a successful marketing strategy.

Depending on the approach, you can include various marketing strategies in our marketing proposal.

For example, you can apply digital and traditional approaches to market the client’s goods or services. The proposal should clearly illustrate how to use these approaches to meet the client’s needs.

Why is a marketing proposal important?

A marketing campaign will crash and burn harder than a weather balloon off the Carolina coast if there’s no guide to execution. A business proposal helps you present your ideas to the client and keep you on track with what the team is supposed to do.

Here are some important benefits you can glean from using an airtight marketing proposal.

We can showcase our value to a potential client

Using a marketing proposal can help convince potential clients that they will generate high returns on investment should they choose your marketing agency.

You’ll want to focus on your value which can be specific marketing expertise and experience. Or a comprehensive portfolio of campaigns with great results, or the customizability of your marketing strategies.

A winning marketing proposal will stand out from the crowd and helps you easily seal the deal with a potential client.

Marketing proposals help win new clients

We mentioned that clients and critical stakeholders choose you for their marketing campaigns through the marketing proposal. Therefore, a good marketing proposal should be clear enough to provide critical information to the clients.

It will also be the backbone of the contract after the client accepts your bid.

show what makes you different from competitors

A winning proposal highlights your unique abilities and differentiates you from other marketing agencies.

Unique selling propositions will include past experience that helped in developing the marketing agency as a whole. In short, clients understand who you are as an agency through a winning proposal.

In creating a marketing proposal, clearly illustrate your strategies and highlight what differentiates you from competitors. This way, potential clients can know what you will do to make successful campaigns.

Proposal outline

No matter the approach, a winning marketing proposal demonstrates your understanding of the client’s problem and how you can solve it.

You can only do this if you focus on your client rather than your brand. So, research your potential clients extensively to provide relevant details and pad out your unique marketing solution.

A winning marketing proposal also identifies issues the client may not have noticed and realized. As the ones with marketing expertise, you should accompany these issues with customized solutions.

This way, you can provide the client with results that will exceed their expectations.

But you may be wondering — what’s the most effectively way to present these issues and solutions to the client for best results?

This section will outline the key elements of a winning marketing proposal to act as a guide whenever you make your own.

Start with the cover page.

A marketing proposal starts with a cover page. This is the initial point of contact with our target audience — the client. With a kicka$$ cover page, the marketing proposal will impress clients immediately. So make it visually appealing.

Include their brand on the cover page to make them feel that the marketing proposal is created explicitly for them. Which it is, but you want that to be kind of in their face — in a good way.

The next part of the marketing proposal is the executive summary.

This portion highlights the value your agency offers potential customers. After researching, you can include what you discovered about the client’s business, such as their goals, budgets, deliverables, etc.

Key elements of a marketing proposal:

The following sections of the proposal template will determine whether you make it or break it with the potential customer.


As a marketing agency, you want to ensure that you align with the client’s goals. So, the goals need to be clear before you send the proposal.

Most marketing agencies focus too much on themselves rather than the client in this section of the proposal, which often leads to the clients skipping this portion.

To avoid this, your marketing pitch to any potential client should be focused on their goals.

You need to show prospective clients that your agency fully understands these goals so they will consider the solutions you’ll present to them. You can use the goal section of the marketing proposal to highlight the steps your agency will take to achieve the client’s goals.

So, how do you flesh out this all important part of the marketing proposal to make it a winner?

You’ll want to ask key stakeholders the right questions and align their needs and goals with your solutions.

Here are a few of these questions to get you started:

  • What are their revenue targets for the next period?
  • What were their revenue goals for previous sales periods? Have they achieved those goals?
  • What challenges held them back from achieving their objectives and goals?
  • What metrics do they use to measure their performance?
  • What are the available resources that can help them meet their objectives?
  • Do they have priorities that may take precedence over their highlighted goals?
  • Are they up to modifying goals to meet their objectives?

In creating a winning marketing proposal, you’ll need to drive home what it’s going to cost the clients to NOT meet their goals.


Because many many businesses see marketing efforts as an expense rather than an investment. So, make them understand that their inaction will lead to greater costs than the amount they will spend on paying you.

The problem

When identifying the client’s issues, remember that they are usually more complex than initially listed.

Because of this, it becomes your job to identify and describe the client’s business problem or opportunity.

When presenting a marketing proposal to prospective clients, we should prove that we fully understand their business needs.

A winning marketing proposal should have a winning problem statement.

Your project proposal should be able to find the root cause of an issue and provide the client with a solution instead of a service. You can determine the problem that your prospective client has using the goals listed in the goal section of the marketing proposal and researching them.

This is an essential step as many clients find it difficult to voice, explain, or identify their issues. Some clients may also assume you already know their problem right from the start.


For example, a prospective client wants to generate a specified number of clicks through SEO and PPC campaigns. Many agencies may focus on movements that generate clicks. However, you should look deeper and find the real problem.

Why would the client hire a marketing agency to generate more clicks and increase traffic? You’ll want to analyze their current marketing efforts to determine what is ‘not clicking.’

Ultimately, the problem statement you identified should address what you discovered when you analyzed their current marketing strategy. explain the issue to the potential client as clearly as possible. That way, they’ll know what they actually need.

Doing so will give the client a better understanding of their problem and the path they must take to solve it.

To quickly impress clients, you want to present their real problems from the beginning of the proposal. This will grab their attention and make the marketing proposal stand out.

Your solution

After identifying the client’s problem, present them with a clear solution.

The proposed solution section of a strategic marketing plan should demonstrate how your agency will address the client’s problem in regards to their specific goals and objectives.

Any marketing and promotional strategy should be presented in a way that the client will easily understand. It should be concise yet well thought out to avoid confusion.

You have to remember that even though you may live in the marketing world, many clients will have little to no knowledge of marketing and advertising. That’s why they’re asking for your help in the first place.

Provide specific and concrete solutions to client’s problems in the marketing proposal as it will effectively show the client how

A winning proposal also outlines specific and concrete solutions tailored to the client. You’ll want to explain to the client how they can benefit from your solutions and their key features. You can grab any potential client’s attention when your solutions are unique or innovative, as it separates you from competitors.

In simple words, the marketing proposal’s solution section wins the hearts and minds of potential clients as it clearly lays out how they can overcome challenges and problems with your help.

It also presents the perfect opportunity to showcase your expertise through the marketing strategies you design and tailor to the client’s needs.


Once you’ve outlined the solutions, then it’s time to highlight your marketing services. This part of the marketing proposal concerns what you do as a marketing agency.

Present the services you offer to the client in a way that highlights its value to them. The more valuable they are, the higher the chance of closing the deal.

In this section, enumerate the services we offer. But also describe each key feature of the services. Highlight how the client can benefit from them. This will help you earn the client’s trust and reassure them that your agency is the right choice.

In writing the services section of the marketing proposal, remember to emphasize how the multiple services you offer create a single, comprehensive solution for the customer’s problems.

This way, the client can fully understand the scope of the offered solutions. Doing so will also explain to the prospective client why they should choose you.

Key deliverables

As with any professional proposal, a marketing proposal must also provide the project deliverables. Outlining the project’s deliverables helps set expectations.

Providing a list of specific deliverables for the marketing proposal will help clients understand the solutions you are offering to them.

So, be sure to provide all the critical information about the deliverables and explain how each deliverable contributes to the proposal’s success. This way, clients will understand that each stage of your solution is essential to their success.

Project timeline

A project’s timeline is another essential aspect of the marketing proposal that clients will consider. They want quick projects completed within a timeframe aligned with their goals and objectives.

A winning marketing proposal must present a timeline for the project, including key milestones and deadlines. Any project will have multiple steps. And each step can’t be started without completing the one that precedes it.

When presenting the timeline, indicate the project starting point and the estimated end date. The proposal should also give the timeline for each step of the solution so the client can have a clear vision project phases.

Including a timeline in a marketing proposal will provide a customer with a clear picture on how long your solutions will be completed.

Presenting a project timeline can also be a way to improve the proposal. If the prospective client finds the timeline and deadlines impractical, you can modify it during the proposal process before they sign anything.

A detailed timeline serves as a guide for both you and the client. This section of the proposal lets the client know when to expect deliverables. It also informs the team of when the project goes into the execution phase.

Investment breakdown

Clients need to know how much it will cost them to get your services. To do this, be specific and transparent when discussing costs and investments.

In the investment section of the marketing proposal, we should be upfront when presenting to the client exactly how much our services cost.

The breakdown should indicate all the costs needed at every stage of the solution and the services provided. These costs include materials, labor, equipment, and other expenses.

This way, you can avoid providing cost estimates that can be significantly different from actual costs, thereby preventing client sticker shock.

Also, include your payment terms to help the client determine how easy it will be to start working with you.

When you provide a precise cost breakdown, clients can compare with competitors. If the value you can provide outweighs the costs, there’s a greater chance your proposal will get the client’s thumbs up.

Expiration date

Sometimes, clients take time to decide whether to use your services or not. But most of us have shi$ to do and money to make. This is why an expiration date on the marketing proposal matters.

Expiration dates also highlight the importance of the proposal. It shows how eager you are to assist clients in solving their problems and reaching their goals.

If the potential client is considering several marketing agencies for a project, an expiration date encourages them to decide before you grow a beard.

About you

The preceding sections of the marketing proposal template focused on the client, their goals, and their problems. Now, it’s time for the star of the show. You!

photography of people inside room during daytime

This section highlights your marketing expertise and relevant experience and qualifications. You’ll also want to include a portfolio of your past projects, from small to large and simple to complex, to let the client know you can address their issues.

Emphasize the successful, related marketing projects you’ve worked on to showcase how knowledgeable you are about the client’s issues. You can also display your knowledge of current trends, further helping you stand out among other proposals.

In short, your marketing proposal’s section About You should emphasize your strengths and selling points.

Contact info

You want your marketing agency to expand its customer base. So, always include a contact info section in the proposal in case what we created gets crowdsourced to someone that could be a potential client.

This section of the marketing proposal should include:

  • Company website
  • Physical address
  • Email address
  • Phone number
  • Social media accounts, if any

  • Include your contact information in your marketing proposal so that potential clients can reach you easily

By including your contact info, any interested business will know where to reach you should they want to get in touch.

Automating your sales proposals

With today’s technology, digital marketing agencies don’t need to create most marketing proposals independently. Many services have simple marketing templates available online, which are typically free of charge. So, use them as a foundation of what should go into your proposals to make them eye-catching.

Along with these templates, there are also automation tools that ease the process of creating a marketing proposal, be it in terms of gathering information, getting the client’s signature, and others.

Here are some automation tools we should consider that can help us create a winning proposal other than Microsoft Word.

Better proposals

Despite its focus on the client, a winning proposal should still reflect us as a brand. Better Proposals has various templates and design options to help customize proposals. The tool also has an e-signature feature, allowing you to easily and quickly get the client’s signature.


With its analytics features, HelloSign is a great tool for tracking performance regarding the proposal. It also has an e-signature feature to help with getting approvals quickly.

However, what makes HelloSign a great tool for proposal creation is its simple and user-friendly interface which helps create winning proposals with just a few clicks.


With its analytics and collaboration features, PandaDoc is a perfect tool for marketing agencies who often collaborate when creating proposals.

These features allow them to create a proposal that suits the client’s needs, and you can also customize proposals. PandaDoc has many different design templates and options.


For a more comprehensive tool for the automation of proposals, we can use QWLR. This platform can streamline the proposal process with its tools for proposal creation, delivery, and analysis.

Many automation tools have e-signature features, allowing marketing agencies to easily and quickly obtains signatures and approval from clients.

The creation becomes quick and streamlined when we use automation tools and a marketing proposal template. With marketing proposal templates and automation tools, we can create consistent marketing proposals to help us focus on other important tasks.

Create Your Most Persuasive Marketing Proposal Yet

As a marketing firm, you want to provide specialized services that meet your clients’ needs and goals. But you can only deliver such services once you’ve closed the deal.

So, before you can get into a legally binding contract with the client, you’ve got to propose and present yourself and solutions in the most persuasive way possible.

Let’s recap:

  • A marketing proposal is a detailed document containing all the necessary marketing strategy information. The purpose is to help clients better understand what you can do to help them with their marketing efforts and spot issues they haven’t realized.
  • Marketing proposals are crucial in getting new clients as it showcases your services, highlight your marketing and advertising expertise and experience, and demonstrate how valuable your solutions are to the clients.
  • Many key elements in a winning marketing proposal are heavily focused on the client.
  • A marketing proposal’s goal section outlines the project’s objectives and goals. Identify these goals through extensive research about the client.
  • The problem statement of a winning marketing proposal must go deeper than what the client identified beforehand. Look into their goals and objectives and determine what hinders the client from achieving these.
  • Solutions and services go hand-in-hand in a marketing proposal. Solutions must pave the way toward goal achievement, with the services acting as tools for the execution of these solutions.
  • Be transparent in presenting details to the client regarding the project timeline or costs. This way, the client will have reasonable expectations from you.
  • Automation helps the process of creating a marketing proposal in many ways. It can help you create a proposal that reflects your brand and allows you to gather information and collaborate quickly with your team members.

Put your newfangled knowledge on crafting effective marketing proposals to use. Upscale your digital marketing agency with your next winning proposal.

Business operations consultant Juliana Marulanda
Juliana Marulanda - ScaleTime Founder
Juliana Marulanda is a business operations expert, speaker, and the founder of ScaleTime. With over 20 years of experience across Wall Street, the non-profit sector, technology startups, and family-owned businesses, she now helps service-based businesses.
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