How to write a marketing proposal in 10 steps + templates [2026]

I've analyzed hundreds of pitches to understand how to write a marketing proposal that converts. Here are the 10 steps that turn more of them into signed contracts in 2026.

What is a marketing proposal?

A marketing proposal is a document that lays out your marketing plan, strategy, budget, and timeline to convince a client to hire you and fund the project. It shows you understand their problems and explains exactly how you'll fix them.

Why marketing proposals matter

Marketing proposals matter because they're your proof that you can deliver results, not just talk about them.

The average sales close rate across industries sits around 29%, according to HubSpot's 2025 Sales Trends Report. That means most deals fall through. In my experience, the difference comes down to structure. Formal proposal processes with documented scope and clear deliverables consistently outperform informal pitches sent over email.

A strong proposal demonstrates you've researched the client's challenges, outlines a clear path to solving those problems, and builds confidence that you're worth the investment. It also protects you from scope creep. When everything is documented upfront, clients can't come back later asking for work outside the agreement.

What to consider when writing a marketing proposal

Writing your first marketing proposal can feel overwhelming. There are dozens of templates out there, each claiming to be the "perfect" format. But I’ve learned that the ones that close deals all include five core elements. Your marketing proposal needs to answer five questions:

1. What problem does your client have? Identify the specific challenge they're facing and why it matters to their business.
2. How will you solve it? Outline your approach and methodology in clear terms.
3. How long will it take? Set realistic timelines and milestones so expectations stay aligned.
4. What will it cost? Present your pricing structure transparently, whether that's project-based, retainer, or another model.
5. Can you prove it works? Show case studies, testimonials, or examples from similar clients.

What to include in a marketing proposal

Every winning proposal covers the same core components. Skip any of these and you risk losing the deal to someone who didn't. Here’s what to include in yours:

• Executive summary: Open with a brief overview that shows you understand their problem and have a solution. This gets read first, so make it count.
• Problem and goals: Define what challenge they're facing and what success looks like for them. Use their language, not yours.
• Your approach: Explain how you'll solve their problem. Keep it specific to their situation rather than generic process descriptions.
• Scope and deliverables: List exactly what you'll deliver, when you'll deliver it, and what's not included. This prevents scope creep later.
• Timeline and milestones: Break the project into phases with clear deadlines. Clients need to know when they'll see progress.
• Pricing: Show what it costs and why. Whether you charge hourly, project-based, or monthly retainers, make the structure clear.
• Team credentials: Introduce who will work on their account. Include relevant experience that relates to their industry or challenge.
• Case studies or proof: Show examples of similar work you've done successfully. Numbers and outcomes matter more than vague success stories.
• Next steps: End with a clear call to action. What should they do if they want to move forward?

How to write a marketing proposal in 10 steps

Some agencies treat proposal writing like filling out a form. They plug in services, add a price, and hit send. But proposals that close deals follow steps that build trust at each stage, moving the client from "maybe" to "yes" without feeling pushy or salesy. 

Here's the 10-step framework:

1. Research your client and send a questionnaire

Before you write anything, study your potential client's business. Look at their:

• Website and blog: Review their messaging, positioning, and service offerings. Note what topics they cover and where the gaps are.
• Social media presence: Identify which platforms they prioritize and how engaged their audience is. Are they posting consistently? Do people comment?
• SEO performance: Use tools like Semrush or Ahrefs to check their search traffic, top-performing content, and technical health. Look for ranking opportunities they're missing.
• Competitor comparison: Review 2-3 of their main competitors to spot opportunities. What are competitors doing better? Where's the gap?
• Mutual connections: If you have shared contacts, ask them about the client's biggest challenges and what's worked or failed in the past.

Once you've done your research, send a questionnaire that asks specific questions about their goals, budget, timeline, and past marketing efforts. I've found that clients who fill out detailed questionnaires are more serious about the engagement and give you better information to work with.

2. Write an executive summary

Your executive summary goes at the beginning of your proposal, but you'll write it last after you've built out all the other sections. This summary needs to show you understand their problem and have a clear solution. Keep it to 2-3 paragraphs maximum.

Here’s how to structure it:

• State the problem: Use the client's own words. If they told you "we're getting traffic but no conversions," say exactly that.
• Preview your solution: Briefly explain your high-level strategy. Don't get into tactics yet.
• Highlight expected outcomes: Share the measurable results you expect to deliver and the timeline for seeing them.

The executive summary might be the only section busy decision-makers read in full, so make every sentence count. Skip the fluff about your agency's mission. Focus entirely on their problem and your solution.

3. Define the client's problem and your proposed solution

This section expands on what you covered in the executive summary. Break down the specific problems blocking their growth using data from your research.

For example, if their organic traffic dropped 40% after a site migration, show that data and explain why it happened. If their paid ads aren't converting, detail the specific issues you identified in their campaigns.

After you've outlined the problem, present your solution. Map each service you're proposing directly to a specific problem you identified.

Here are some examples to help you connect their problems to your solutions:

• Low organic traffic: Explain how your SEO audit, keyword research, and content strategy will address that gap.
• Paid ads not converting: Detail how you'll restructure campaigns, improve targeting, and optimize landing pages.
• Inconsistent brand across channels: Outline your process for maintaining brand consistency through guidelines and templates.

I recommend using bullet points to make this section scannable. Clients should be able to quickly see how your services connect to their challenges.

4. Write your packages and deliverables

Define exactly what you'll deliver and what's not included. The clearest approach is packaging your services into tiers with explicit deliverables at each level.

If you don't use tiered packages, create a detailed deliverables list. Instead of "content creation," say "four 1,500-word blog posts per month, optimized for target keywords." 

You should also list what’s not in scope. Frame these as potential add-ons rather than rejections. This prevents scope creep later because clients won’t assume these services were included.

5. Set objectives, timelines, and key performance indicators

Vague goals don't work; you need specific numbers, clear deadlines, and a plan for hitting both. Here’s how to set goals clients can track:

• Establish quantifiable targets: Set numbers you can measure. Examples include 50% increase in organic traffic within six months, 15% email open rate within the first three campaigns, or 500 new followers on a specific platform in two months.
• Be realistic about control: You control inputs like publishing frequency and ad spend. You can't always control outcomes like conversion rates or follower growth. Set goals based on what you can directly influence.
• Build in milestones: Break larger projects into phases. This makes the engagement feel manageable and creates natural checkpoints throughout the engagement. Completing an audit by a specific date, launching the first campaign within two weeks, or hitting follower targets within 60 days gives you clear markers.
• Pick relevant key performance indicators (KPIs): Choose 3-5 metrics that directly tie to the client's goals. Common marketing KPIs include organic traffic volume, leads generated, sales pipeline created, return on ad spend, engagement rates, and email performance metrics.

Tip: Explain which tools you'll use to monitor performance. Client portals like Assembly let you embed dashboards from tools like Looker Studio or Airtable so clients can track progress without jumping between platforms.

6. Structure your proposal for readability and impact

How you format your proposal affects whether clients actually read it. Length, visuals, and structure all matter. Here’s what the data shows:

Keep it focused

Proposals that run 6-8 pages tend to have the highest conversion rates. This doesn't mean cutting critical information; it means getting to the point and covering what matters without overwhelming your reader. It’s okay if your proposal is longer than 8 pages, as long as you make sure to keep everything concise.

Use visuals strategically

Including images improves close rates by 23%, so I recommend using visuals to break up text and make your proposal easier to scan. You can try including:

• Screenshots of deliverables you'll create
• Mockups of campaigns or content
• Charts showing projected results
• Client testimonials with headshots

You can also add videos where they make sense. Videos work well for company introductions, product demos, or client testimonials. For best results, keep testimonial videos between 60 and 90 seconds to hold decision-makers' attention, according to Vouchwall's video testimonial research. Product demos can run 2-3 minutes if they're showing specific features or workflows.

Use interactive pricing tables

If your proposal tool supports interactive pricing tables, use them. They let clients customize options and see how different service packages affect cost. This transparency builds trust and sometimes increases deal size because clients explore add-ons themselves.

Organize around 7 core sections

I recommend structuring your proposal with these sections: executive summary, problem and solution, scope of work, timeline and deliverables, pricing, team and credentials, and next steps. This organization makes it simple for clients to find information.

7. Research pricing and choose your model

Pricing confuses most people when they're starting out. Here's how to figure yours out:

Where to research rates

Start by shopping around with agencies that offer similar services. Here are the best places to look:

• Check productized agencies with public pricing pages
• Reach out to agency owners on LinkedIn to ask about their rates
• Browse freelancing sites like Upwork to see hourly rates in your category
• Look at job boards to see what in-house marketing roles pay

This research gives you a range for understanding market rates. I usually spend a few hours on this before quoting any new type of service.

Choose your pricing model

Pick the model that fits how you work and what clients in your niche expect. Consider:

• Hourly rates: This works for smaller projects, but can make clients nervous about hour padding. Typical range is $75-$250 per hour, depending on specialization. I've found this works best for ad-hoc consulting rather than ongoing campaigns.
• Project-based pricing: Gives clients predictability but requires accurate scoping. You quote a flat fee for the entire project. This works well when you can estimate the time investment accurately. If you underbid, you eat the loss.
• Monthly retainers: These work well for marketing services because results take time to materialize. Clients pay a fixed monthly fee for ongoing work. I find this model creates the most stable revenue and lets you focus on results rather than tracking hours.
• Performance-based pricing: You earn a percentage of results (like 10% of new revenue generated). This model aligns incentives but only works when you can directly measure impact. It's risky if you can't control all the variables that affect outcomes.
• Value-based pricing: You charge based on the value delivered rather than time spent. If your SEO work generates $100K in new business, charging $20K is reasonable even if it only took 40 hours. This requires confidence in your ability to deliver measurable results.

Tip: When clients share their budget, use it as a guide for what deliverables make sense at that price point. If their budget doesn't align with your value, walk away. I've seen too many agencies take low-budget clients and regret it later when the work isn't profitable.

8. Include case studies and proof of results

After you ask for a specific price, clients need proof you can deliver. You can:

• Use case studies when possible: Show a specific client with a similar problem, what you did to solve it, and the measurable results. Numbers matter here. "Increased organic traffic by 150% in six months" beats vague claims like "improved their online presence."
• Include testimonials: Direct quotes from past clients add credibility. Keep them specific rather than generic praise. "They helped us rank for 12 target keywords" works better than "Great to work with!"
• Share relevant examples: If you don't have client work yet, show personal projects where you've demonstrated the same skills. I've seen agencies create their own case studies by growing a niche blog or ranking a test site for competitive keywords. The strategy proves itself without needing a paying client first.
• Get permission for references: Some clients want to speak directly with your past clients before committing. Have two or three people ready who can vouch for your work.

9. Choose your proposal format and delivery method

The format you send your proposal in affects how clients interact with it and how quickly deals close. Here are your main options:

• PDF proposals: Readable on any device and maintain formatting, but you can't track when prospects open them or which sections they review. Best for simple one-off proposals where tracking doesn't matter.
• Word documents: Easy to make but can create version control headaches. They don't always display correctly across devices and clients can accidentally edit them. I don't recommend this format unless a client specifically requests it.
• Proposal software: Lets prospects view your proposal in their browser without downloading anything. You can see when they open it, how long they spend on each section, and whether they shared it with others. I use this data to time my follow-ups and understand what questions they might have.

Tip: Choose a format that includes e-signature capability. Proposals requiring printed signatures create unnecessary delays. E-signatures let clients sign immediately from any device, which reduces friction at the exact moment they're ready to commit.

10. Write clear next steps and follow up strategically

End your proposal with a clear path forward and a strategic follow-up plan. Here’s an example strategy you can follow:

• Include a clear call to action: Offer to hop on a call to walk through questions or fine-tune details. Suggest 2-3 specific times for a call to make it easy for them to respond. Include your direct contact information.
• First follow-up (after one week): Send a gentle reminder if you don't hear back. Reference something specific from your proposal or your last conversation to show you're paying attention. Don't be pushy, just check in.
• Final follow-up (after two weeks): If another week passes with no response, send one final follow-up acknowledging they might have decided to go another direction. Then move on.

Don't take silence personally. Prospects often resurface months later when their situation changes or their first choice doesn't work out. 

I recommend keeping a pipeline of 10-15 active proposals at any given time rather than obsessing over any single opportunity. This keeps your revenue more predictable and prevents you from making desperate decisions on deals that aren't a good fit.

Marketing proposal templates for 2026

Templates speed up your proposal process, but always remember to customize them for every client you pitch to. Use the marketing proposal templates below as starting points:

If you’re a consulting firm, we also have a guide for consulting proposals.

Content marketing proposal example

The best way to see how these steps work in practice is through a realistic example. Here's a complete content marketing proposal for a fictional sustainability consulting firm:

Client

GreenLeaf Consulting (sustainability consulting firm)

Executive summary

GreenLeaf Consulting struggles to compete for organic visibility in the sustainability consulting space. This proposal outlines a six-month content marketing engagement designed to increase organic traffic by 50% and generate 50 qualified leads per month through targeted, educational content that addresses manufacturers' sustainability challenges.

Understanding your challenge

GreenLeaf's current content strategy produces inconsistent results. You publish sporadically, target broad keywords with high competition, and lack a clear distribution plan. Your competitors publish 3-4 times per week and dominate search results for high-intent keywords like "sustainability compliance for manufacturers."

Proposed solution

We'll implement a structured content calendar targeting long-tail keywords with lower competition but higher commercial intent. Each piece will address specific pain points your prospects face during their sustainability journey.

Scope and deliverables

• Two SEO-optimized blog posts per week (1,500-2,000 words each)
• One case study per month showcasing client transformations
• Quarterly whitepaper on industry trends and regulations
• Monthly educational videos for LinkedIn and YouTube

Out of scope: Paid advertising, email list management, social media community management.

Timeline and goals

• Month 1: Content audit, keyword research, publish first 8 blog posts
• Months 2-4: Full production schedule, track ranking improvements
• Months 5-6: Optimize based on performance data, scale winning content

KPIs

Organic traffic growth, keyword rankings for 20 target terms, time on page, and lead form submissions.

Pricing

Monthly retainer: $8,500/month for a six-month engagement. This covers content strategy, creation, SEO optimization, and distribution management.

Proof of results

We helped a similar manufacturing consultancy increase organic traffic by 120% in eight months and generate 40% more qualified leads through targeted content. Their traffic grew from 2,500 to 5,500 monthly visitors, with 35% converting to newsletter subscribers.

Next steps

If this proposal aligns with your goals, let's schedule a 30-minute call to discuss any questions. I'm available Tuesday at 2 pm or Wednesday at 10 am.

Take your marketing proposals further with Assembly

Learning how to write a marketing proposal is only part of the story. A great proposal wins the deal, but then you need somewhere to manage the relationship. Many teams still spend time chasing signed contracts, tracking invoices, and organizing client communication across email threads. 

Assembly is a branded client portal software tool built for service firms that need one place to handle intake, communication, billing, files, and ongoing delivery. It works next to your existing sales stack and gives you a clear view of each client from first contact through offboarding.

Here’s what you can do with Assembly:

• Send contracts clients can sign immediately: Assembly's Contracts app includes e-signature capability built into your branded client portal. Send contracts, get them signed electronically, and move to the next step without the back-and-forth of printed documents.
• Automate what happens after signing: Set up automation triggers so that when a client signs a contract, Assembly can automatically send welcome messages, intake forms, and first invoices. Once configured, the post-proposal process runs without manual follow-ups.
• Keep everything in one branded space: Once the contract is signed, clients access everything through your branded portal. No more scattered communication across email, Google Drive, and payment platforms.
• Simplify approvals with forms and workflows: Use Assembly's Forms app to collect client information upfront, set approval workflows for contracts that need internal sign-off, and keep the entire agreement process organized in one place.

Ready to simplify how your firm manages client work? Start your free Assembly trial today.

Frequently asked questions

Can I reuse sections from old proposals for new clients?

Yes, you can reuse the framework and structure from old proposals. Keep your service descriptions, pricing models, and process explanations as templates. However, always rewrite the executive summary, problem statement, and proposed solution for each client. Prospects can tell when you've just swapped names in a generic document, which undermines trust before you've even started.

Should I send the same proposal to multiple prospects?

No, you shouldn't send the same proposal to multiple prospects because each client has different problems, budgets, and goals. Customize the executive summary, problem identification, proposed solution, and case studies to match their situation. You can keep your pricing structure and service descriptions consistent, but the strategic sections need to speak directly to each prospect's challenges.

What's the difference between a marketing proposal and a statement of work?

A marketing proposal is a sales document that pitches your services and convinces a client to hire you, while a statement of work (SOW) is a contract document that details exactly what you'll deliver after they've agreed. The proposal focuses on problems and solutions, while the SOW specifies deliverables, timelines, and legal terms.