Plan B (marketing)

Plan B in marketing refers to an alternative strategy or backup plan designed to achieve business objectives if the primary approach doesn’t deliver expected results. It involves preparing different methods, channels, or campaigns in advance, so marketers can quickly adapt to changing circumstances, market feedback, or unforeseen challenges. This flexibility helps maintain momentum, optimize resources, and ensure continued progress toward goals, even when the initial plan faces obstacles. Essentially, Plan B serves as a contingency that keeps marketing efforts aligned with overall business success, providing security and resilience in dynamic market environments.