Marketing Plan
📖 Best for: Marketing / brand / growth leads who need to centrally manage brand and product marketing plans, generate full plans with AI in one click, and collaborate on rewrites with the inline AI helper
📖 Reading time: 5 minutes
📖 In one sentence: The Marketing Plan builds smart marketing plans for your brand and products. Plans live in one place and AI handles the creative heavy lifting, so marketing gets faster and more precise. Plan generation follows a structured 4 templates (Comprehensive / Innovation / Brand Building / Customer Value) × 8 sub-modules (Market Analysis → Risk Assessment) model. Switch tabs between brand and product dimensions, add a few specifics, and AI generates the full plan in one click.
1. Key Capabilities
1.1 One-Stop Marketing Content Management
Stop letting marketing plans live scattered across Word docs, emails, and group chats. All plans now have a single source of truth in the cloud, with role-based view, edit, and delete permissions. Plans are organized in a three-level hierarchy of brand → product → plan.
1.2 4 Marketing Plan Templates (Brand / Product Dual Dimensions)
Plan generation is split into two tabs — Brand Marketing and Product Marketing — and each tab offers the same 4 templates, covering the full spectrum of enterprise marketing needs:
| Template | Positioning | Typical Content | When to Use |
|---|---|---|---|
| Comprehensive Plan | Full marketing plan | Market analysis, marketing goals, product strategy and the full chain | Yearly or quarterly full planning, used as the master plan |
| Innovation Plan | Innovation and digital transformation | Innovation marketing strategy, digital transformation path | Digital transformation, new channel pilots (AIGC, live commerce) |
| Brand Building Plan | Brand value and influence | Brand value uplift, market influence building | Long-term brand building, year-round investment |
| Customer Value Plan | Customer-centric | Customer segmentation, customer base management, loyalty uplift | CRM, membership programs, segmentation, repeat purchase incentives |
1.3 8 Sub-Module Structure ⭐
Each template expands into 8 editable sub-modules by default. AI generates structured plans around these 8 sub-modules, so nothing important is missed:
| # | Sub-Module | Core Content |
|---|---|---|
| 1 | Market Analysis | Industry trends, target customer analysis, competitive landscape |
| 2 | Marketing Goals | Quantifiable goals for brand uplift, sales growth, market expansion |
| 3 | Core Product and Service Strategy | Product portfolio, differentiators (often shown as a table) |
| 4 | Marketing and Promotion Strategy | Digital marketing, channel partners, offline events, customer stories |
| 5 | Sales Strategy and Customer Journey Optimization | Sales process design, customer journey map, sales enablement |
| 6 | Customer Success and Support System | Full-stack technical support, customer success management |
| 7 | Implementation Timeline and Budget Allocation | Phased rollout plan + budget allocation |
| 8 | Risk Assessment and Mitigation | Market, competitive, and technical risks + mitigations |
Each sub-module can be edited (✏️) or deleted (🗑️) individually, so you can trim it to fit your actual business.
1.4 AI One-Click Plan Generation ⭐
In the creation page: pick a tab (Brand / Product) + pick a template → 8 sub-modules expand automatically → add specifics (optional) → click Generate Marketing Plan → AI generates a complete plan in one shot, all 8 sub-modules filled, a new plan card appears in the list.
The more specific you are, the better the output. Compare a vague brief like "make a plan" to a concrete one like "2026 beauty industry, target Z-gen women on Xiaohongshu and Douyin" — the latter delivers 10x better quality.
1.5 Template Management
The Template Management button at the top-right of the creation page lets you edit or delete the 4 default templates. Enterprises can tailor them to their industry (for example, rename "Customer Value Plan" to "Key Account Plan"). Once a template is changed, every plan created from it later inherits the new structure automatically.
1.6 Inline AI Helper (Selection Rewrite)
In the editor, select a piece of text → an AI Selection floating button appears → a right-side drawer configures intent / tone / strength / length → see a side-by-side preview → apply / copy / close.
| Config | Options |
|---|---|
| Intent | Rewrite / Summarize / Translate / Unify terminology / Suggest improvements |
| Tone | Professional / Friendly / Concise / Inspiring |
| Adjustment strength | Slight / Medium / Heavy |
| Target length | Shorter / Same / Longer |
| Translation language | Chinese / English (only shown when intent = Translate) |
| Additional instruction | Free-form input, ≤ 200 chars |
1.7 Multi-Filter and Status Management
The list page top bar supports search box + product dropdown + year dropdown with multi-filter, and product follows brand (cascading). Each plan card shows a Q4 quarter tag, an active/archived status, and a "In Progress" green badge (pulse animation). Status can be toggled manually; only "active" plans are counted in the Overview KPIs.
1.8 Cross-Module Integration
- Depends on:
/cloud-productsto create brands, products, and plans in advance;/model-providerto configure a chat model (required for any AI feature). - Consumed by:
/dashboardaggregates active plan counts and brand/product AI marketing effectiveness;/dynamic-workflowsreads plan content; the AI Creator in/skill-markettakes plans as input to generate marketing content.
2. Typical Use Cases
Use Case 1: AI One-Click Generation of a Brand Comprehensive Plan ⭐
- Pain point: Year-end planning for 2026 brand marketing — 5 brands, each needs a full plan. Writing by hand is brutal.
- Flow: Open the creation page → select Brand Marketing tab → pick the Comprehensive Plan template → 8 sub-modules expand automatically → add "2026 beauty industry, target Z-gen women on Xiaohongshu and Douyin" → click Generate Marketing Plan → a complete brand comprehensive plan is produced in 30 seconds.
- Benefit: What used to take a week is now 30 minutes, with all 8 sub-modules fully populated.
Use Case 2: AI One-Click Generation of a Product Innovation Plan
- Pain point: The company is launching an "AI Marketing Revolution" and every product needs an innovation plan.
- Flow: Creation page → Product Marketing / Innovation Plan → 8 sub-modules expand → add "AIGC content marketing + live commerce + private-domain repurchase" → Generate.
- Benefit: Innovation plans across all products are produced in batch with consistent tone.
Use Case 3: Trim Sub-Modules That Dont Fit
- Pain point: An enterprise has no customer success team, so the "Customer Success and Support System" sub-module does not apply.
- Flow: Pick template → expand 8 sub-modules → click 🗑️ on "Customer Success and Support System" → 7 sub-modules remain → add specifics → Generate (AI generates a plan based on the 7 remaining modules).
- Benefit: The plan fits the actual business, with no boilerplate fluff.
Use Case 4: Customize a Template via Template Management
- Pain point: A B2B SaaS company finds that the "Customer Value Plan" template (segmentation / repurchase) does not fit, and wants to rename it to "Key Account Plan".
- Flow: Creation page → top-right Template Management → select Customer Value Plan → rename to Key Account Plan → edit sub-module descriptions → Save.
- Benefit: The template fits the business; all future plans auto-follow the new template.
Use Case 5: Use Inline AI to Rewrite a Paragraph
- Pain point: The "Value Proposition" paragraph in a plan reads dry.
- Flow: Edit plan → select "Value Proposition" → click AI Selection → Rewrite + Tone: Inspiring + Strength: Heavy → preview → Apply to Selection.
- Benefit: A 50-word paragraph upgrades in 10 seconds.
Use Case 6: Plan Localization (Bilingual ZH/EN)
- Pain point: The same plan needs to be readable for both China and overseas teams.
- Flow: Select text → click AI Selection → Intent = Translate / Language = English / Tone = Professional → run several rounds of translation → finish with Unify Terminology → Save.
- Benefit: One plan supports both Chinese and English audiences.
Use Case 7: Quarterly Review
- Pain point: Each quarter-end requires cleaning up the plan list.
- Flow: Filter Year = 2025 / Q4 → locate completed plans → toggle off "active" status to archive → list shrinks → after review, delete what is not needed.
- Benefit: The list stays clean while review material is fully retained.
Use Case 8: End-to-End Marketing Automation (Cross-Module)
- Chain: Create a Spring new-product plan in the Marketing Plan and turn on "active" → orchestrate a "Marketing Content Production" flow in Workflow → call Digital Employee - AI Creator to generate 10 Xiaohongshu posts based on the plan → call Digital Employee - AI Publisher to auto-publish → check publish count / engagement / conversion in Overview.
3. Interface and Operations
2.1 List Page Layout (4 Areas)
+---------------------------------------------------------+
| 1. Top title area |
| "Marketing Plan" title + description |
+---------------------------------------------------------+
| 2. Filter bar |
| [search] [Create Plan] [Product v] [2025 v] |
+---------------------------------------------------------+
| 3. Plan list (card grid, 4 columns) |
| +----+ +----+ +----+ +----+ |
| | C1 | | C2 | | C3 | | C4 | |
| +----+ +----+ +----+ +----+ |
| +----+ +----+ +----+ +----+ |
| | C5 | | C6 | | C7 | | C8 | |
| +----+ +----+ +----+ +----+ |
+---------------------------------------------------------+
| 4. Global function area |
| Creation page / editor modal / AI drawer / confirms |
+---------------------------------------------------------+
2.2 Top Title Area
- Title: "Marketing Plan"
- Description: "Build smart marketing plans for your brand and products. Manage marketing content in one place, let AI handle the creative heavy lifting, and make marketing faster and more precise."
2.3 Filter Bar
| Control | Use | Cascading |
|---|---|---|
| Search box | Full-text search over plan title and description | Real-time filter, no Enter required |
| Create Plan button | Navigate to the creation page (template selection) | — |
| Product dropdown | Filter by product | Product follows brand |
| 2025 dropdown | Filter by year and quarter | Includes Q1–Q4 |
2.4 Plan Card Fields
Each card displays:
| Region | Field |
|---|---|
| Top-left | AI avatar icon (system marketing plan identifier) |
| Title area | Plan title (≤ 30 chars, ellipsis truncated) + Brand Marketing / Product Marketing badge |
| Tag row | Q4 quarter tag + Active/Archived status dot + "In Progress" green badge (pulse animation, active only) |
| Middle | AI Marketing Plan subtitle (system-fixed) |
| Lower middle | Plan description (first 2 lines preview, ellipsis for overflow) |
| Bottom | Created date YYYY-MM-DD HH:MM:SS + action icons: edit (✏️) / view (👁) / delete (🗑️) |
2.5 Card Actions
| Action | Description | Visibility |
|---|---|---|
| Edit | Open the rich text editor to modify the plan | Always |
| View / Detail | Read-only HTML preview | Always |
| Delete | Delete after a confirmation prompt | Only when "Archived" |
2.6 Creation Page Layout (Left-Right Split)
+---------------------------------------------------------------+
| 1. Top: tab switch + template management button |
| [Brand Marketing] [Product Marketing] [Template Mgmt] |
+----------------+----------------------------------------------+
| 2. Left: | 3. Right: details of the selected template |
| template | - Template title + description |
| list | - 8 sub-module cards (3+3+2 grid) |
| | Each sub-module can be edited/deleted |
| +--------+ | - Bottom "Additional requirements" text |
| | Compre | | - "Generate Marketing Plan" button |
| | hensive| | |
| +--------+ | |
| +--------+ | |
| | Innov. | | |
| +--------+ | |
| +--------+ | |
| | Brand | | |
| | Build | | |
| +--------+ | |
| +--------+ | |
| | Custo. | | |
| | Value | | |
| +--------+ | |
+----------------+----------------------------------------------+
2.7 Creation Page Left: Template List
- Top tabs:
Brand Marketing(default selected) /Product Marketing. Switching tabs refreshes the right-side templates accordingly. - Template cards (each has ✏️ edit + 🗑️ delete icons):
- Comprehensive Plan (selected state has a blue border and a "Generate Marketing Plan" button at the bottom) — "Covers market analysis, marketing goals, product strategy and the full marketing plan"
- Innovation Plan — "Focused on innovation marketing strategy and digital transformation"
- Brand Building Plan — "Focused on brand value uplift and market influence"
- Customer Value Plan — "Customer-centric marketing strategy planning"
2.8 Creation Page Right: Sub-Module Editing
When a template is selected, the right side shows:
- Template title + Template description
- 8 sub-module cards (3+3+2 grid), each with ✏️ edit + 🗑️ delete:
- Market Analysis: Covers cloud computing industry trends, target customer analysis, and competitive landscape.
- Marketing Goals: Sets quantifiable goals in three areas: brand uplift, sales growth, and market expansion.
- Core Product and Service Strategy: Details the differentiators of cloud infrastructure, industry solutions, and technical services; use a table to show the product portfolio.
- Marketing and Promotion Strategy: Multi-channel strategy from digital marketing, channel partners, offline events to customer story propagation.
- Sales Strategy and Customer Journey Optimization: Covers sales process design, customer journey map, and sales enablement.
- Customer Success and Support System: Emphasizes full-stack technical support and customer success management.
- Implementation Timeline and Budget Allocation: Three-phase rollout plan with reasonable budget allocation.
- Risk Assessment and Mitigation: Analyzes market, competitive, and technical risks and proposes mitigations.
- "Additional requirements (optional)" textarea, placeholder "e.g. highlight new-product offers, use a more professional tone, target SMBs, etc."
- "Generate Marketing Plan" blue button ⭐
Key interactions:
- Pick template → right-side 8 sub-modules expand automatically.
- Click a sub-module 🗑️ → confirmation prompt → the sub-module is removed and AI will skip it during generation.
- Click a sub-module ✏️ → modal to edit the sub-module title and description.
- Click Generate Marketing Plan → backend calls the chat model → generates a full plan based on the remaining sub-modules + the additional requirements → produces a new plan card (all 8 sub-modules filled).
2.9 Edit / Detail Modal
- Rich text editor: bold / italic / underline / font size / alignment / color.
- Title editing: limit 30 chars.
- "Active" toggle: switch between active and archived.
- Save / Cancel / Fullscreen toggle (ESC to exit; fullscreen does NOT auto-save).
2.10 Inline AI Helper Full Flow (6 Steps)
- Select: Highlight a piece of text in the body with the mouse (highlight counts, click position does not; the title area is not supported).
- Summon: An AI Selection floating button appears above the selection → click it.
- Configure: A right-side drawer slides out → pick intent / tone / strength / length + additional instruction.
- Generate: Click Generate (depends on chat model; the entire feature is unavailable if not configured).
- Compare: A comparison modal pops up, with the original selection on the left and the AI suggestion on the right.
- Adopt:
- Apply to Selection → AI text replaces the original selection in the body.
- Copy → AI text goes to the clipboard for manual paste.
- Close → do not use, do not copy.
2.11 Save and Cancel
| Action | Behavior |
|---|---|
| Save | Validate (title ≤ 30 chars) → write to DB → close modal → refresh list |
| Cancel | If there are unsaved changes → confirmation prompt → close without saving |
| Click outside modal / ESC | Same as "Cancel" |
| Fullscreen toggle | Click ⛶ to enter, ESC or click ⛶ again to exit (fullscreen does NOT auto-save) |
4. Best Practices
Choosing Among the 4 Templates
- Use "Comprehensive" for full planning: Yearly or quarterly complete marketing plans covering market analysis, marketing goals, and product strategy; usually serves as the master plan.
- Use "Innovation" for breakthrough projects: Digital transformation, new channel pilots (AIGC content marketing, live commerce), new model exploration.
- Use "Brand Building" for brand work: Long-term plays, focused on brand value and market influence, suitable for year-round investment.
- Use "Customer Value" for customer operations: CRM, membership programs, segmentation, repeat purchase incentives — strategies that put the customer at the center.
Trimming Sub-Modules
- Trim sub-modules based on your actual business: For sub-modules that do not apply (e.g. a pure B2B SaaS may not need "Customer Success and Support System", or a pure B2B business may not need repurchase-related ones), just delete them.
- Keep at least 4 sub-modules: Too few sub-modules lead to structurally incomplete plans; keep at least 4 to guarantee the plan has the four major sections — market analysis, goals, strategy, execution.
AI One-Click Generation
- The more specific the additional requirements, the better the output — do not write "make a plan", write "Q2 2026 new-product launch, target tier-1/tier-2 working women, Xiaohongshu + Douyin seeding + private-domain repurchase, 5M RMB budget".
- Always human-review batch-generated plans — AI is the starting point, not the end. Especially for "Brand Building" and "Customer Value" plans, they need to fit your specific business context.
- Do not mix brand vs. product dimensions — Brand dimension talks about brand assets; product dimension talks about product features and selling points. Be clear when picking the tab.
Template Management
- Do a one-time template customization on first use: Adjust template names and sub-module descriptions to your industry (beauty / SaaS / education / manufacturing). All subsequent plans auto-follow the new template.
- Be cautious when modifying templates: Templates are the basis of all future plans. Renaming or removing sub-modules affects already generated plans (existing plans keep their original structure; only newly created plans follow the new template).
- Keep the 4 core templates; do not delete them: Treat "Comprehensive / Innovation / Brand Building / Customer Value" as the base. Customize the contents of sub-modules rather than deleting templates.
Inline AI Helper
- Iterate multiple rounds instead of one-shot: first round rewrite → second round summarize → third round unify terminology.
- Be specific in additional instructions: do not write "make it better", write "within 30 chars, with parallel structure, avoid empty words like 'empower'".
- Use Heavy strength for big changes: Switching Adjustment Strength from Slight to Heavy makes a qualitative difference, but review the result.
Status and Collaboration
- Only "active" status counts in the Overview KPIs, so turn on the status and save to be included in the stats.
- Prefer archive over delete: Delete is irreversible; archive keeps "review material" for the long term.
- Configure a model before using AI features: Set up at least one chat model in Model Provider (e.g. DeepSeek / Tongyi / Zhipu / OpenAI). Otherwise all AI buttons are completely unavailable.